Beyond Link Bait: Getting Authoritative Mentions Online - Lisa Myers
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Transcript of Beyond Link Bait: Getting Authoritative Mentions Online - Lisa Myers
Beyond LinkbaitingLisa MyersDirector, Verve Search
About Lisa Myers
• Director & Founder, Verve Search (Search Consultancy – SEO, PPC & Online PR/Social Media)
• Speaker at Search Conferences (SES, SMX, Search Marketing World, B2B Search Events, IAB & Chinwag)
• Regular contributor to on and offline publications (UK, US & Europe)• Heavily involved in the global Search Community, founded
SEO-chicks.com and blogs for European search blog searchcowboys.com
Awards• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)
Changes in SE algorithms
• Incoming links are judged more strictly, big crack down on paid links
• Relevancy of content around links increased
• Authority of domain increased
• Semantic relationship between sites as well as pages
Link Development Strategies
Link Development
Content Syndication
Social Media Link baiting
Press Releases
Relationship building
Site SeedingEvents &
Offline Activity
Link Baiting
Great content
What it is
• Creating a piece of content (can be any type of digital content) that specifically increases the chances for “organic links”
• Once you have created the content, you have to SPREAD THE WORD! This is where social media merges in....
Absolutely Completely Must Be
Good creative/idea!
All the digging, sphinning, buzz building,
social networking and seeding in the world
will NOT work if the idea is rubbish!!
Idea/Creative = Dogs Bullocks
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
Power of “being nice”
Communicating with buzz builders/linkerati; - Bloggers- Tweet peeps- Hard core networkers
• Talk don’t tell!
• Make it relevant, find an angle that makes it a “must have” for them!
Internet Users
Social Media UsersLinkerati
The linkerati is not stupid
Linkerati
Using Twitter
• Developing relationship via twitter, will indirectly help link generation
• Twitter users are more likely to have their own websites/blogs
• Twitter Alert (brand, descriptive keyword etc) Tweetbeep.com
• Use hash tags #A4Uexpo
Contentlinkation
• Using a piece of content to get a link can be very effective.
BUT it needs to be relevant to the people you contact. Don’t waste their time, and yours!
The Process
• Do your research
• Hunt down most appropriate contact
• Tone of voice in email
• Be direct, don’t waffle.
• Tailor your email to person
• Develop a relationship
• Follow up
• ALWAYS, ALWAYS be polite and personable!
Give something back
Have something to trade, why should they
be linking to you?- Content (must be relevant!)- Discount/competition- Breaking news- Free A4U passes ;p
Real Examples
• Hotel client. Created a piece of content about different ways of making a hotel “different”
• Mattress company. Piece of content about importance of sleeping whilst pregnant.
• Invoice Factoring Company. Piece of content about solving company cash flow problem
Press Releases
• If the idea is good ENOUGH using press release distribution sites can be beneficial to distribute your content
• BUT don’t waste your money by using just press releases as a link development strategy = rubbish!
@lisadmyers
Thank You!
Email: [email protected]: www.vervesearch.com
www.seo-chicks.comwww.searchcowboys.com