How Relationships Drive Link Building

Jon HenshawCo-Founder & Chief Product Officer

Raven Internet Marketing Toolshttp://raventools.com

@RavenJon

How Relationships Drive Link Building

Thursday, July 26, 12

http://raventools.com


If you build links the wrong way, Google will destroy everything you love.

Fact


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.

•This presentation containspost-meme images

•and arbitrary bullet points

•to piss off Rand and kill kittens

Warning


Post-meme is like the Anti Joke Apple. It’s cooler than you.


No kittens were killed from using bullet points, but they may have been injured.

Good link building is hard


Relationships aren’t easy

either


Let’s make them both work together


What do most people want from

a relationship?


Listening, Giving, Common Interests, Humility and not belittling the other, Acceptance, being Genuine.

Characteristics of a healthy relationship


Grow over time, Golden Rule: Treat each other the way you would want to be treated

• ...to be sold something

• ...to feel like a pawn or object

• ...to talk about links

People do NOT want...


If you only want them as a customer or link, it will show

How do you target someone without treating them like a target?


Paradox!

Be Genuine


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.

That’s enoughpsycho mumbo

jumbo...MOVE IT ALONG

BUDDY!!!


Find Websites


Through whatever means you choose (OSE, Google, Ontolo, blogroll, etc…).

Who are the people

behind it?


Author, owner, editor, etc…

Follow the trails


Twitter, personal blog, Facebook, etc…

Google them


Where are others mentioning them, interviews, etc…?

Who are their followers and friends?


Look for common connections

Use FullContact to fill in the blanks


Use FullContact (or similar) to fill in the blanks.

Monitor them


Name and RSS feed(s)

Interact


Even simple interactions, like retweets/mentions, likes and pluses, do not go unnoticed by most people.

Use spreadsheets or CRM


Use a spreadsheet or a CRM to help manage your outreach.

Keep Good Contact Records


Keep Good Link Records


Use recurring social tasks


Recurring “social” tasks in Raven will automatically reset the task after you tweet the person.

Keep good notes


Leave notes as you discover common interests or other important info.

Develop relationships

naturally


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.

Don’t overwhelm them


Don’t overwhelm with replies, posts…especially when they actually interact with you.

Stay on topic...not your topic


Keep discussions on topic. Don’t look for a way to slip in your own stuff.

Create a positive experience


It is in our nature to give back, to give thanks for positive experiences. Positive experiences create reciprocity.

Be patient or else


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.

What’s the outcome?


Real Friends


Connect with your friends’

friends


Social Exposure


Links, likes, +1’s

Natural Links


Natural links from trusted and relevant sites

Unexpected Mentions


http://www.bizjournals.com/nashville/blog/socialmadness/2012/06/i-dont-want-to-see-my-lawyer-on.html

Unexpected Mentions


http://www.maine-seo.com/social-media/4-solutions-for-scheduling-tweets-and-facebook-posts-which-one-is-right-for-you

Being a Resource


http://www.marketingsherpa.com/article.php?ident=32179

Going above and beyond


http://www.searchhigh.co.uk/Blog/great-service-stronger-brand.html

Showing appreciation


Thanking people (with gift baskets) http://www.speedyseo.com/blog/view/what-a-lovely-basket

Being a good host


http://www.ppcassociates.com/blog/experience/tribe-of-danny-traveler/

Donating to a good cause


Donating http://danalookadoo.com/cycling/livestrong-2012/

Helping Others


http://www.bizjournals.com/nashville/blog/socialmadness/2012/07/911-crisis-management-using-social.html?ana=lnk

Collaboration and leading by

example


Contributing to the community http://www.socialmediaexaminer.com/twitter-chat-guide/

Link Pimp


Joe Hall asks me to pimp something via Twitter DM or IM, and I’m like sure!

First rule of secret groups is that we don’t

talk about secret groups


Pay it forward


Doing favors, giving breaks, etc... to the little guy can provide excellent karma (free hosting got me Coors, Iomega, etc...)

Think long term


Just like SEO, quick wins are usually short lived. Building and maintaining authentic relationships will only increase your exposure over time, not diminish it.

•Jon Henshaw•Co-Founder & Chief Product Officer

•Raven Internet Marketing Tools•http://raventools.com

•@RavenJon




How Relationships Drive Link Building

Business

Transcript of How Relationships Drive Link Building