The Future of Link Building: What Got Us Here, Won't Get Us There
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What does the future hold for link building? In this presentation, Paddy presents his view of the future and how the SEO industry needs to evolve to adapt to the changing link building landscape.
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The Future of Link Building: What Got Us Here, Won't Get Us There
- 1. The Future of Link Building What got us here, won’t get us there. Paddy Moogan CEO
- 3. #MozCon I looked back at the 35 tactics that I presented.
- 4. #MozCon Still good to go 21 Erm… probably okay Hell no! 9 5
- 5. #MozCon
- 6. #MozCon The fundamentals of our industry don’t change often.
- 8. #MozCon
- 9. #MozCon These large-scale, industry changing updates are rare.
- 10. #MozCon The Penguin update forced the industry to become what it is today.
- 11. #MozCon
- 12. #MozCon It was a good change.
- 13. #MozCon What got us here, won’t get us there.
- 14. Challenges What got us here The last ten years of link building.
- 15. The rise of content marketing
- 16. #MozCon
- 17. #MozCon
- 18. #MozCon
- 19. #MozCon Other tactics are still popular.
- 20. The State of Link Building Report 2022
- 21. At least a few of you, right now. Where’s the problem?
- 22. Won’t get us there Why change is needed.
- 23. #MozCon We are sleepwalking into a few problems.
- 24. #MozCon Four trends I’ve seen over the last ten years.
- 25. #MozCon Let’s start with an uncomfortable truth.
- 26. Asking for links isn’t sustainable.
- 27. #MozCon Most tactics require us to ask for each and every link.
- 28. #MozCon The ROI of asking for every single link that you ever build isn’t viable.
- 29. 56% of SEOs said it took between 1-5 hours to build one link.
- 30. #MozCon What if a competitor has 10,000 more linking domains than you?
- 32. #MozCon If you stop outreach, the links stop.
- 33. #MozCon Results are limited by the amount of time we can invest.
- 34. #MozCon Over time, link building should become easier, not harder.
- 36. #MozCon A focus on link volume makes it easy to push relevance aside.
- 37. #MozCon Fewer links The balance between relevance and volume. More links Wider topics & themes Hyper-relevant themes Google wants us here Most agencies sit here
- 38. Does Google really want to reward irrelevant campaigns?
- 39. We rely too much on campaigns.
- 40. #MozCon Campaigns are a great way to drive links.
- 41. #MozCon We talk a lot about big, shiny, hero campaigns and their results.
- 42. #MozCon This has led to a focus on virality over delivering business impact.
- 43. 29% of SEOs have launched a campaign that got zero links.
- 44. #MozCon But, we want the shiny thing.
- 45. #MozCon Stop launching campaigns, you stop getting links.
- 46. Only 25% of SEOs continue outreach over and over.
- 47. #MozCon Hero-style campaigns are harder than ever.
- 48. #MozCon The news cycle has also changed over the last few years.
- 50. #MozCon Inserting pre-planned, highly detailed campaigns is far harder.
- 52. #MozCon This means that results are far less predictable.
- 53. #MozCon They shouldn’t be the bedrock of your strategy.
- 54. Link building isn’t integrated.
- 55. #MozCon Integration between SEO + the wider business is more important than ever.
- 56. #MozCon Even SEO + link building can sit in different teams.
- 57. #MozCon Businesses are being squeezed.
- 58. #MozCon A lack of integration makes SEO far, far easier to cut.
- 59. #MozCon And it makes our job far, far harder.
- 60. Where is there? Where do we need to get to?
- 61. #MozCon A sustainable link building strategy that outlasts you.
- 62. #MozCon No question of relevance.
- 64. How to get there The changes that we need to make.
- 65. #MozCon We need to transition to a new link building approach.
- 66. #MozCon Four concrete changes that you can start to make today.
- 67. Use the customer journey to generate link building ideas.
- 68. #MozCon We need to reframe links as a consequence of an effective content strategy.
- 69. #MozCon Why do we create content?
- 71. #MozCon You don’t need content for these.
- 73. #MozCon So, why do we really create content?
- 74. #MozCon To connect with customers on this journey Awareness Consideration Decision
- 75. #MozCon The journey is rarely simple Awareness Consideration Decision Trigger event Begin search Read article Compare vendors Pitch Close deal Watch webinar
- 76. #MozCon Google calls this ‘the messy middle’
- 77. #MozCon I just call it messy Awareness Consideration Decision
- 78. At least a few of you, right now. What’s this got to do with links?
- 79. #MozCon Content strategy focuses on real customers.
- 80. #MozCon Link building strategy focuses on who can link to you.
- 82. #MozCon We’ve been trained to think about bloggers and journalists.
- 83. #MozCon And we believe that success means going viral.
- 84. #MozCon So we create a big pool of link targets to outreach to.
- 85. #MozCon This is a root cause of irrelevant campaigns.
- 86. #MozCon At Aira, we start with four pillars AUDIENCE PAIN POINTS SOLUTIONS KEYWORDS Who are you targeting? What are their pain points? How do you solve the pain point of your audience? How does this connect to your products and keywords?
- 87. #MozCon A real example AUDIENCE PAIN POINTS SOLUTIONS KEYWORDS First timers: Gen Z I’m buying my first home Affordability calculators Mortgage calculator Moving up: Millennials I want a peaceful village Interest rate guides How much can I borrow Mature movers: GenX I need more space Stamp duty calculator Self build mortgage Later in lifers: Boomers I need to release equity Improving credit guides Releasing equity
- 88. #MozCon A real example AUDIENCE PAIN POINTS SOLUTIONS KEYWORDS First timers: Gen Z I’m buying my first home Affordability calculators Mortgage calculator Moving up: Millennials I want a peaceful village Interest rate guides How much can I borrow Mature movers: GenX I need more space Stamp duty calculator Self build mortgage Later in lifers: Boomers I need to release equity Improving credit guides Releasing equity
- 89. #MozCon AUDIENCE PAIN POINTS SOLUTIONS KEYWORDS Reactive PR Hero Campaign Long-form guide Revealed: US Best Cities for Millennials Average Mortgage Cost Across America The Ultimate Guide to Remortgaging Every idea hooks onto these...
- 90. #MozCon This forces content relevance.
- 93. #MozCon It’s harder. But that’s the point.
- 95. #MozCon As an industry, we’ve fallen in love with the big, glamorous, viral campaigns that get hundreds of links.
- 96. #MozCon I’ve stood on stages like this and talked about them.
- 97. #MozCon Content isn’t just about one-off campaigns.
- 98. #MozCon Make the majority of your ideas reusable and evergreen.
- 100. #MozCon Look for existing link worthy content.
- 103. This was a blog post
- 104. Aim for links that you didn’t ask for.
- 105. #MozCon Create content that ranks.
- 106. Statistics pages
- 107. We’ve done it ourselves
- 108. It works everywhere
- 110. #MozCon Integration needs to go beyond a checklist or a meeting.
- 112. #MozCon Ideation Production Outreach Digital PR Syncing contacts Copywriters Proofing & edits SEO Go-live checklist Brand Idea approval
- 113. #MozCon No SEO integration SEO integration
- 114. #MozCon Our outreach list goes from 200 contacts to 25. But the KPI remains the same.
- 115. #MozCon Alignment needs to start from day minus one.
- 116. #MozCon Sales Ideation Production Outreach Copywriters Proofing & edits SEO Go-live checklist Brand Idea approval Digital PR Syncing contacts
- 117. To wrap up Almost time for Debbie to talk about links…
- 118. #MozCon We got here with outreach and content-led link building.
- 119. #MozCon We shouldn’t forget that completely.
- 120. #MozCon But don’t sleep walk into another Penguin.
- 121. #MozCon Google won’t make the next industry change as obvious.
- 122. #MozCon Make links a consequence of effective content strategy.
- 123. #MozCon By putting customers at the heart of your idea generation.
- 124. #MozCon Reduce your reliance on outreach.
- 125. #MozCon Embrace integration and start alignment at day minus one.
- 126. #MozCon And we’ll get there.