Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Garrett French and James Wirth - Building Links to Sales Pages

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 17 Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie Garrett French and James Wirth - Building Links to Sales Pages (20)

Anzeige

Weitere von Semrush (20)

Aktuellste (20)

Anzeige

Garrett French and James Wirth - Building Links to Sales Pages

  1. 1. Special thanks to SEMrush for hosting us and to our fab moderator Kate for… er… moderating!
  2. 2. about Citation Labs established in 2009 160 employees Garrett literally (co)wrote the book on link-building Garrett has been published in/on: Moz, SEOBook, SELand, Mashable, WIEP.net, SEMrush! past clients include: Kraft, Rover, Care.com, SEPeople, VistaPrint, Plexus 2nd Edition!
  3. 3. link building objective informs tactic • links and resources page • digital PR • authority trickle down • imprecise • less relevance from referrer • less control over link target Increase Domain Authority Score generally wherein we boil the ocean in order to try to heat up an alpine lake to swimmable levels increase Page Authority Score for high priority pages wherein we turn on the electric kettle to heat up water for a nice cup of afternoon revenue • op-ed • thought leadership • how to/guest placements • targeted authority • higher relevance • control over ranking impact and relevance
  4. 4. digital PR, data stories, news source for resource links & local sponsorships our source for sales page links publisher type “mainstream media” gov, org, edu, industry-facing businesses selling services or products the publisher pyramid is evaluated when identifying target link types for an outreach campaign the publisher pyramid 95% 4% 1%
  5. 5. page selection methodology 5 proposed pages are analyzed against competitor link graph primary metric: linking root domain count secondary metrics: • keyword difficulty • search volume • Page Authority Score • links/domain LINK GAP ANALYSIS
  6. 6. LIVE LCD WORKBENCH
  7. 7. Prospecting TOPIC: moving topical discovery Keyword Magic Tool Suggest- scrape biz publishers movers in [location] + blog inurl:blog publisher’s revenue model Site Audience Alignment to brand UVP (linkable assets) Target Publisher
  8. 8. Qualifying real site relevant to topic Qualifying openly solicit guest posts? clear revenue model? publisher’s revenue model Site Audience Alignment to brand UVP (linkable assets) Target Publisher Other potential considerations: number of outside contributors, presence of comment spam, whether they publish to PDF or page; follow/nofollow links in articles; review of backlink profile (YAY NEW BACKLINK ANALYTICS!)
  9. 9. Engagement Pitch into the publisher revenue model leads: prospective customers/search rankings public good: helpful fact sheets 95% 5% 1% ads: page views/shareable content #ProTip: publisher benefits first and foremost!
  10. 10. measuring impact 10 monthly report delivered including key metrics for target pages in the link-building campaign: • Share of voice • Page Authority Score • backlink cumulative activity • keyword rankings • keyword distribution • page-level reports for top and bottom 5 pages • actionable insights at the page and campaign level • link ramp up/down warranted? • keyword growth/wins (rank, distribution)? • visibility (SoV / est. traffic) • SERP, competitive analysis • campaign modifications needed
  11. 11. leading indicator: Page Authority Score We can correlate links built to Page Authority Score, which is often an early indicator of pending rank and Share of Voice improvements Campaign Page Authority Score
  12. 12. out-performing for share of voice, rank Google Share of Voice (weighted CTR model based on position, search volume) Average Position (rank in Google search results) Using a control group of similar site pages not part of the campaign, we can showcase impact: We can see in both of these metrics, the pages in the campaign far out-performed similar pages in the control group
  13. 13. how a drop in rank can be a good thing even though the average rank dropped initially, we dramatically increased the number of ranking keywords on the page this is a leading indicator for future organic visibility Number of Keywords
  14. 14. a jump in ranking keywords A change to the number of keywords ranking to a page is a strong early indicator of impact Pages in the campaign out- performed the control pages for this metric by over 800%
  15. 15. pages continue to out-perform after campaign January 2021 February 2021 March 2021 M/M % diff. Camp/Cont Campaign 0.11% 0.12% 0.21% 72.79% 168.20% Control 0.23% 0.20% 0.26% 27.14% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 9/15/20 10/15/20 11/15/20 12/15/20 1/15/21 2/15/21 3/15/21 Share of Voice Over Time Campaign Control Even after an engagement has ended, campaign pages often continue to out-perform the control group as we see here
  16. 16. SITE REVIEWS
  17. 17. attendee submissions https://sath.com/ https://imaginationspectrum.com/ https://foxpest-batonrouge.com/

×