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Linkbuilding Tools and Tactics - SES Singapore
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Transcript of Linkbuilding Tools and Tactics - SES Singapore
LINK BUILDING TOOLS AND
TACTICS
Jon Quinton, Senior SEO Consultant, SEOgadget
WHAT IF LINKS DIDN’T MATTER?
THINK LIKE A BRAND…
WORRY ABOUT THE LINKS LATER
Business Goals
SWOT
Competition Analysis
PEST
Audience Profiling
Marketing Plan
PR
@jonquinton1
As SEO’s we’re extremely good at tracking and measuring everything.
So why do we sometimes find the above difficult?
TRANSLATED INTO SEO…
Conversions
Link Analysis
Competition Analysis
Social Profiling
Content Strategy
Blogger Outreach
Keyword Research
@jonquinton1
Translated into SEO, many of the tasks we already do fit the mould perfectly
if approached from the right angle.
DEFINE YOUR AUDIENCE
STEP ONE: GO BACK TO BUSINESS GOALS
Business
Target Market
History
Attitude
Messaging Style
USPs
Branding
@jonquinton1
Kick off your link building projects thinking about USPs, brand messaging and what style
you may want to project.
EXISTING CUSTOMERS OR NEW?
@jonquinton1
Deciding to target new or existing customers will have an influence on your strategy.
COMMON SOCIAL INTERESTS
@jonquinton1
Finding common interests is a great way to discover new content ideas.
USER DEMOGRAPHICS
Does this influence your
content?
@jonquinton1
Looking into audience demographics should have an influence on the content you produce.
BUT WHAT EXACTLY ARE THEY SHARING?
WHAT DO THEY SHARE?
http://www.tweetarchivist.com
@jonquinton1
Tweet Archivist allows you to download tweets and user data surrounding a particular topic.
@jonquinton1
You can then use SEOTools for Excel to extract the full URL
EXTRACT THE DOMAIN
@jonquinton1
This then leads you to a point where you can easily see the most shared
domains within any given topic.
=IFERROR(MID([@URL],8,FIND("/",[@URL],8)-8),MID([@URL],8,LEN([@URL])))
0
10
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@jonquinton1
Guess where I’m going to want to get some content?!
TIP – LEARN TO MAKE PIVOT CHARTS
@jonquinton1
DISCOVERING OPPORTUNITIES
Finance
Gadgets
Travel
Occasions
Media
Food and Drink
Apps
Reviews
Consoles Holiday Christmas
Birthdays
Tips for Students
Money Saving
The battle of mobile
app stores: which is
the best?
Review of the most popular handsets
e.g iPhone5 VS Samsung S3, which is
better overall? What has the best
features? Will phone graphics eventually
surpass game consoles? Are
mobiles the future of gaming
Best phone apps to keep you
safe whilst travelling. Must have phones for
Christmas 2013.
The mobile phone is now 27
years old, they started as
car phones but how have
they evolved?
Best phone deals for the
student on a budget.
Money saving phone
apps, e.g skype, eBay,
ATM hunter
Phones
Wackiest phone handsets
e.g solid gold phone
Film
Photography
Most memorable pay
phone scenes from
movies.
Mobile phones with the best
cameras.
Mobile apps for
house hunters e.g
“the dictionary of
real estate terms”
app
Become a bartender through the use of
apps – learn how to mix cocktails using
various guides. On your phone E.g
mixology Fashion
Luxury brands that have
released their own phones
e.g Prada phone and The
Hugo Boss phone
Apps for foodies – “time
to roast” calculates the
exact cooking time for
your sunday roast.
Home
Parenting
Mobile tracking apps for parents,
have things gone too far?
Mobile apps for home
Improvement e.g
iHandy – a spirit
measure app
Mobile phone add on
photographic lenses - who
knew you could use fish eye
and wide angle lenses on
your phone?
A look at the
superfast 4G
network rolled out
just in time for
Christmas
A more controversial article
idea: Apples on going dispute
about copyright with Samsung
Green
What Is the greenest phone on the
market?/ The growth of the “green”
phone – 400 million expected to be
shipped by 2017
Defintion: green phone = 50
percent recycled content and made
without certain hazardous
chemicals
MOBILE PHONES
@jonquinton1 1
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10000
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Keep your eyes open for ideas when conducting keyword research.
FIGURE OUT WHAT THE COMPETITION ISN’T DOING
What’s Missing?
@jonquinton1
@jonquinton1
Would you share this or link to it??
Live Q&A, video content, incredible images – all serve the user with the best experience
@jonquinton1
http://www.theverge.com/2012/3/14/2870533/ipad-review
338 Linking Root Domains
1,100 Likes
1260 Tweets
WHAT ARE PEOPLE TALKING ABOUT?
Hmm…
@jonquinton1
Don’t let unfamiliar topics put you off.
It’s easy enough to get a feel for what’s going on.
GATHER A LIST OF EXISTING CONTENT
http://christianpf.com/make-a-personal-budget/
@jonquinton1
Always look to see what other people have done in the past.
SCALE THIS PART OF THE PROCESS BY SCRAPING
@jonquinton1
Using Google Docs as a scraper is a brilliant and easy way to speed this process up.
https://www.seerinteractive.com/blog/google-scraper-in-google-docs-update
FIND THE MAGIC SOURCE URL Facebook Likes
http://www.simplesavings.com.au/ 431
http://www.veteransunited.com/money/ 400
http://quicken.intuit.com/ 348
http://money.howstuffworks.com/personal-finance/budgeting/10-tips-for-staying-on-budget.htm 339
http://www.parents.com/blogs/thrifty-frugal-mom/2012/05/03/must-read/4-things-i-do-to-keep-our-grocery-budget-at-200mo-for-a-family-of-four/291
http://www.sevencherubs.com/2012/04/large-family-budgeting-tips.html 195
http://financialplan.about.com/od/budgetingyourmoney/ht/createbudget.htm 176
http://financialplan.about.com/cs/personalfinance/a/TopTenMoneyTips.htm 172
http://money.usnews.com/money/personal-finance/slideshows/10-smart-ways-to-improve-your-budget 111
http://www.fool.com/personal-finance/saving/budgeting-for-lazy-people.aspx 84
http://financialplan.about.com/ 84
http://money.howstuffworks.com/personal-finance/budgeting/5-money-saving-tips-everyone-forgets.htm 77
http://money.howstuffworks.com/personal-finance/budgeting/10-budget-basics-for-parents.htm 64
http://www.redbookmag.com/money-career/tips-advice/live-your-dream/year-without-spending 59
http://money.howstuffworks.com/personal-finance/budgeting/5-tips-living-comfortably-on-tight-budget.htm 53
http://www.betterbudgeting.com/budgetformsfree.htm 52
http://www.prevention.com/food/smart-shopping/budget-family-meals 48
http://www.youtube.com/watch%3Fv%3DNYyExGc6mfQ 43
http://learn.bankofamerica.com/articles/money-management/building-a-budget.html 35
http://www.moneymanagementtips.com/budgeting.htm 34
http://www.foxbusiness.com/personal-finance/2012/08/13/tips-for-college-grads-creating-their-first-real-world-budget/34
http://www.readyforzero.com/resources/budgeting-tips/ 34
http://www.alwaysfrugal.com/household_budget.html 33
=FacebookLikes = TwitterCount
What are these guys doing
so well?
@jonquinton1
Pull through social metrics to find out what’s been successful.
Can you spot any patterns to learn from?
DON'T FORGET THE BASICS
@jonquinton1
There are so many tools available – don’t forget the simple things
like looking for rising searches.
BECOME YOUR AUDIENCE
USE RSS FEEDS
@jonquinton1
Use Quora RSS feeds to stay on top of relevant topics.
Find out what people are asking.
http://www.quora.com/
GET INVOLVED!
@jonquinton1
We’re so good at networking and connecting ourselves,
can we use this skill for link building?
REMEMBER THE FORUMS WE LOOKED AT?
@jonquinton1
Using forums to start conversation – not to dump a load of signature links.
http://www.netvibes.com
TOOLS RECAP
• SEOTools Excel - http://nielsbosma.se/projects/seotools/
• Followerwonk - https://followerwonk.com/
• Tweet Archivist - http://www.tweetarchivist.com
• Google Docs – (scraping) - http://docs.google.com
• Netvibes.com - http://www.netvibes.com
• Google Trends - http://www.google.com/trends/
• Yahoo Clues - http://clues.yahoo.com/
@jonquinton1
PULLING TOGETHER YOUR MARKETING PLAN
Contact on launch
Phase Two: On topic
guest posts
Phase Three: Promote
design work
Twitter List – Jumping
on opportunities
Having a solid contact base at the core of any campaign is crucial for success.
It’s also a great way to stay inspired when you need to give things another push.
FINDING INFLUENCERS
@jonquinton1
First you need to find the people that can make or break your project.
Followerwonk is a great way to do this.
GATHER ALL THE DETAILS YOU CAN FIND
@jonquinton1
Always go the extra mile. If contact details are not immediately obvious,
Spending five minutes digging around is often all you need.
WHO WANTS SOME FREE STUFF?
Find the smaller guys; if
you’ve built something
amazing – offer it out for free
@jonquinton1
What can you offer people? Offer them something they’d be stupid to refuse.
ACHIEVE INTERNAL BUY IN
Launch
PR
Newsletters Homepage
Space
Confirmation Emails
@jonquinton1
As an agency side SEO, gaining internal buy in from the client is a huge factor
that can make all the difference.
WHEN TO LAUNCH?
@jonquinton1
Knowing when to launch a piece of content can mean the difference
between a few tweets and hundreds.
Prime Time!
OUR PROCCESS
Link Analysis Research
Ideas Define
Audience Create
Content
Achieve Buy In
Outreach Become Your
Audience Launch
@jonquinton1
JUST ONE MORE THING…
CLEANING UP FOR LINKS
Nice!!
@jonquinton1
You want as many people talking about, and re-using your content as possible.
IMAGE SEARCH
@jonquinton1
Find these mentions by searching for quotes and images.
Reverse image search on your brands logo works really well!
FIND BRAND MENTIONS
“yourdomain.com" -site:yourdomain.com -inanchor:yourbrand -inurl:yourdomain -intitle:yourdomain.com
@jonquinton1
If you’re feeling brave, try the search operator above for mentions of your
domain that don’t return a link.