My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data. In this talk, I discussed using unique data as the basis for compelling content (link bait content) that baits the brand signals Google is looking for. I discussed: - Surveys and acquiring good, credible survey responses as a really low cost - Using Google Analytics to find stories and insight you can turn into compelling content - The Freedom of Information Act - Improving existing datasets Any questions at all contact me via Twitter (@staceycav).

1. LOW COST LINK BUILDING
WITH JUICY, JUICY DATA
STACEY CAVANAGH
HEAD OF SEARCH
TECMARK
@staceycav

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‘Link Building’
I hate the term ‘link building’
because it’s far too often
associated with crap like this...

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And this…

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And this…

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And this…

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And this…

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And this…

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That’s not what I mean by
‘link building.’

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And when I say ‘low cost’
I’m talking in £ terms

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You’ll need to invest time

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DATA FOR LINK BAIT
• Versatile and multi-format
• Cross niche
• Can be ‘newsworthy’

14. IF YOU WANT COMPELLING
CONTENT, DATA SHOULD…
• Tell a story
• Back up or contradict an existing
story
• Get an emotional response
@staceycav

15. BEFORE SOURCING DATA…
@staceycav
Who is going to
give a crap?

16. GETTING GOOD DATA WITHOUT
SPENDING A FORTUNE
• Surveys
• Google Analytics
• Freedom of Information Requests
• Take existing data and improve it
@staceycav

17. SURVEYS
@staceycav

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I asked 1000 Americans to name a British City
other than London.
http://blogsession.co.uk/2013/09/british-cities/

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The investment in that piece of
content:
• $25 on survey responses
• 2 hours on writing the post
and some of the initial social
social sharing

27. LOW COST SURVEY RESPONSES
www.quicksurveys.com @staceycav

28. LOW COST SURVEY RESPONSES
http://www.google.com/insights/consumersurveys/home @staceycav

29. DISCOUNT ALERT!!!
@staceycav
http://www.google.com/insights/consumersurveys/offer/eventcard

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ANALYTICS

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INVESTMENT
• Money spent: £0
• Time spent: 16 hours

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FREEDOM OF
INFORMATION

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Freedom of Information
https://www.gov.uk/make-a-freedom-of-information-request/the-freedom-
of-information-act

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WHY SHOULD YOU CARE?
Data obtained this way is often of
public interest. That means that
normal people care and therefore
journalists and bloggers care.

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It’s generally free to request the information
but authorities can make a reasonable
charge if answering your request will take
a particularly long time.

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FOI REQUESTS
We’ve asked:
• local councils about businesses in debt to them
(accountancy)
• the DSA about disqualified drivers by town
(automobile)
• VisitBritain about their spend marketing Britain as
a tourist destination in various countries (travel)

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AMAZING (FREE) TOOL
www.whatdotheyknow.com

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IMPROVE EXISTING DATA

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• Update out of date data
• Improve the formatting of existing data
• Put data into more meaningful context

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http://www.concerthotels.com/ipod-visualized-as-vinyl

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MAKE IT ‘STICKY’
SUCCES
• simple
• unexpected
• concrete
• credible
• emotional
• stories

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OUTREACH
Find the folk who give a crap

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JOURNALISTS
www.journalisted.com

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SUPER HACK!!

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PAID OUTREACH

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• Think like a journalist
• Tell stories
• You don’t need to be a PHD
statistician
IN SHORT