8. • What are they thinking when trying to
solve a problem/finding info?
• What would they search for?
• What sites would they visit?
@LisaDMyer #SESLondon
9. Social Influencers
• Identify social influencers within the
industry/market you are link building to
• Which channels are they using; Twitter,
facebook, LinkedIn?
@LisaDMyer #SESLondon
12. What to analyse: The Basics
• Anchor text
• Depth of links (what pages are linked to)
• Type of links (sources)
• Authority & Strength of links
Analyse your own site & your competitors!
@LisaDMyer #SESLondon
26. Types of Link Development
• Utilising Existing Relationships
• Link Building
• Link baiting
• Article/Content Marketing
@LisaDMyer #SESLondon
27. Utilising Existing Relationships
Often it is the simplest idea that gives you
the
most link juice!
For example;
- Would your partners, customers etc link to
you?
- Which University did the CEO go to?
@LisaDMyer #SESLondon
32. {
A piece of digital content (article, video,
infographic, etc) that specifically increases
the chances for generating “organic links”
33. intelligent
provoking interesting
funny GREAT IDEA
competitions newsworthy
educational
34.
35. Host the content!
• This type of link development requires you
to host the content on the domain you are
doing link dev for!!
• Creating a fab link bait or social media
campaign that is not on your domain = lost
link equity
@LisaDMyer #SESLondon
36. Spread the Word
• Once you have created the “content”, you
have to SPREAD THE WORD! This is
where social media merges in....
• Use the already identified social
influencers!
@LisaDMyer #SESLondon
41. Result
• LOTS of links & Social Mentions
• Generated the equivalent of 50% of their
average monthly traffic
• Increased email database considerably
• Twitter followers increased by 300%
47. Give something back
Have something to trade, why should they
be linking to you?
- Content (must be relevant!)
- Discount/competition
- Breaking news
- Free “something”
- YOUR USPs??!!
48. The Process
• Do your research (list of sites, find out as
much about the site as you can)
• Hunt down most appropriate contact
• Tone of voice in email, although best to call!
• Tailor your email to person
• Be direct, don’t waffle.
• Develop a relationship
• Follow up
• ALWAYS, ALWAYS be polite and personable!
49. Writing the content
• Spend time writing the article, it’s got to be good!
Include stats, research or similar.
real examples
• Make sure the angle is appropriate for target site
• Including keywords that you are targeting for
surrounding text
{article marketing
• ANCHOR TEXT (ideally your main target
keyword)
• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE
you!
50. Yale Door
• Needed links and relevant traffic from
websites with similar or relevant content
Angle/Idea
- Free “keyless lock” competition/give away
- First 10 orders of the composite door get’s
free lock worth £200
@LisaDMyer #SESLondon
51. Stuff.TV
inks to domain= 378,071
Monthly visits circa.150,000
(UK)
circa 240,000 (global)
74% male readers
67% of visitors between 25 –
44
