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How Relationships Drive Link Building

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How Relationships Drive Link Building

  1. 1. How Relationships Drive Link Building Jon Henshaw Co-Founder & Chief Product Officer Raven Internet Marketing Tools http://raventools.com @RavenJon Thursday, July 26, 12
  2. 2. Fact If you build links the wrong way, Google will destroy everything you love. Thursday, July 26, 12 The best mentions/links are ones that are natural and real, and are relevant and contextual. They are also the hardest ones to get, and they usually only come from relationships.
  3. 3. Warning • This presentation contains post-meme images • and arbitrary bullet points • to piss off Rand and kill kittens Thursday, July 26, 12 Post-meme is like the Anti Joke Apple. It’s cooler than you.
  4. 4. Thursday, July 26, 12 No kittens were killed from using bullet points, but they may have been injured.
  5. 5. Good link building is hard Thursday, July 26, 12
  6. 6. Relationships aren’t easy either Thursday, July 26, 12
  7. 7. Let’s make them both work together Thursday, July 26, 12
  8. 8. What do most people want from a relationship? Thursday, July 26, 12 Listening, Giving, Common Interests, Humility and not belittling the other, Acceptance, being Genuine.
  9. 9. Characteristics of a healthy relationship Thursday, July 26, 12 Grow over time, Golden Rule: Treat each other the way you would want to be treated
  10. 10. People do NOT want... • ...to be sold something • ...to feel like a pawn or object • ...to talk about links Thursday, July 26, 12 If you only want them as a customer or link, it will show
  11. 11. How do you target someone without treating them like a target? Thursday, July 26, 12 Paradox!
  12. 12. Be Genuine Thursday, July 26, 12 Most people see through disingenuous behavior. Who wants to live their life being fake? If you don’t like a person, regardless of motivation, move on…nothing good will come from it.
  13. 13. That’s enough psycho mumbo jumbo... MOVE IT ALONG BUDDY!!! Thursday, July 26, 12
  14. 14. Find Websites Thursday, July 26, 12 Through whatever means you choose (OSE, Google, Ontolo, blogroll, etc…).
  15. 15. Who are the people behind it? Thursday, July 26, 12 Author, owner, editor, etc…
  16. 16. Follow the trails Thursday, July 26, 12 Twitter, personal blog, Facebook, etc…
  17. 17. Google them Thursday, July 26, 12 Where are others mentioning them, interviews, etc…?
  18. 18. Who are their followers and friends? Thursday, July 26, 12 Look for common connections
  19. 19. Use FullContact to fill in the blanks Thursday, July 26, 12 Use FullContact (or similar) to fill in the blanks.
  20. 20. Monitor them Thursday, July 26, 12 Name and RSS feed(s)
  21. 21. Interact Thursday, July 26, 12 Even simple interactions, like retweets/mentions, likes and pluses, do not go unnoticed by most people.
  22. 22. Use spreadsheets or CRM Thursday, July 26, 12 Use a spreadsheet or a CRM to help manage your outreach.
  23. 23. Keep Good Contact Records Thursday, July 26, 12
  24. 24. Keep Good Link Records Thursday, July 26, 12
  25. 25. Use recurring social tasks Thursday, July 26, 12 Recurring “social” tasks in Raven will automatically reset the task after you tweet the person.
  26. 26. Keep good notes Thursday, July 26, 12 Leave notes as you discover common interests or other important info.
  27. 27. Develop relationships naturally Thursday, July 26, 12 If they’re an editor, don’t go in for the kill. If they get to know you, and they like you, and you have something that’s useful to them, they’ll ask you.
  28. 28. Don’t overwhelm them Thursday, July 26, 12 Don’t overwhelm with replies, posts…especially when they actually interact with you.
  29. 29. Stay on topic... not your topic Thursday, July 26, 12 Keep discussions on topic. Don’t look for a way to slip in your own stuff.
  30. 30. Create a positive experience Thursday, July 26, 12 It is in our nature to give back, to give thanks for positive experiences. Positive experiences create reciprocity.
  31. 31. Be patient or else Thursday, July 26, 12 Wait for the opportunity to present itself, either through conversation or the other person showing interest in what you do. Otherwise, you may miss your target.
  32. 32. What’s the outcome? Thursday, July 26, 12
  33. 33. Real Friends Thursday, July 26, 12
  34. 34. Connect with your friends’ friends Thursday, July 26, 12
  35. 35. Social Exposure Thursday, July 26, 12 Links, likes, +1’s
  36. 36. Natural Links Thursday, July 26, 12 Natural links from trusted and relevant sites
  37. 37. Unexpected Mentions Thursday, July 26, 12 http://www.bizjournals.com/nashville/blog/socialmadness/2012/06/i-dont-want-to-see-my-lawyer-on.html
  38. 38. Unexpected Mentions Thursday, July 26, 12 http://www.maine-seo.com/social-media/4-solutions-for-scheduling-tweets-and-facebook-posts-which-one-is- right-for-you
  39. 39. Being a Resource Thursday, July 26, 12 http://www.marketingsherpa.com/article.php?ident=32179
  40. 40. Going above and beyond Thursday, July 26, 12 http://www.searchhigh.co.uk/Blog/great-service-stronger-brand.html
  41. 41. Showing appreciation Thursday, July 26, 12 Thanking people (with gift baskets) http://www.speedyseo.com/blog/view/what-a-lovely-basket
  42. 42. Being a good host Thursday, July 26, 12 http://www.ppcassociates.com/blog/experience/tribe-of-danny-traveler/
  43. 43. Donating to a good cause Thursday, July 26, 12 Donating http://danalookadoo.com/cycling/livestrong-2012/
  44. 44. Helping Others Thursday, July 26, 12 http://www.bizjournals.com/nashville/blog/socialmadness/2012/07/911-crisis-management-using-social.html? ana=lnk
  45. 45. Collaboration and leading by example Thursday, July 26, 12 Contributing to the community http://www.socialmediaexaminer.com/twitter-chat-guide/
  46. 46. Link Pimp Thursday, July 26, 12 Joe Hall asks me to pimp something via Twitter DM or IM, and I’m like sure!
  47. 47. First rule of secret groups is that we don’t talk about secret groups Thursday, July 26, 12
  48. 48. Pay it forward Thursday, July 26, 12 Doing favors, giving breaks, etc... to the little guy can provide excellent karma (free hosting got me Coors, Iomega, etc...)
  49. 49. Think long term Thursday, July 26, 12 Just like SEO, quick wins are usually short lived. Building and maintaining authentic relationships will only increase your exposure over time, not diminish it.
  50. 50. •Jon Henshaw •Co-Founder & Chief Product Officer •Raven Internet Marketing Tools •http://raventools.com •@RavenJon Thursday, July 26, 12

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