Digital marketing turton - 2

(c) Jan Klin & Associates 2014

LINK BUILDING AND CONTENT MARKETINGfor increased visibility AND SEO improvements!


Link Building Post Penguin

Don’t buy links

Don’t contract with link builders who use link farms

Don’t get involved in comment spam on blogs and forums

Don’t build too many multiple links from the same ownership sites

Don’t use the same ‘anchor’ text over and over again

Do see… http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin-Best-Practice

http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin-Best-Practice


Natural links are a by-product of good content marketing…

Attracting links via your blog

Distributing press releases

Article distribution

News stories

Social media bookmarking sites

Content outreach – getting other sites to accept your helpful content – eg ‘whitepapapers, how-to guides etc

Distributing posts to other blogs , guest blogging etc


How do we go about link building?

Start by building a spreadsheet in which to record your target backlinks


Start populating the spreadsheet with the obvious targets first from whom you can get a link -NB 1 DA 50 link is worth more than 50 DA 10 links!

Customers

Suppliers

Other stakeholders

Organisation you have memberships with Eg Chartered institute of marketing, FSB, chambers of commerce

Organisations you represent Eg companies you distribute products for

Organisations you have accreditations with Eg ISO


Find some good directories


www.alibaba.com – worlds largest B2B Directory


Check competitor links

Examine competitive links of those at the top, use…

http://www.opensiteexplorer.org

Which ones can I go for? – not all will be available

Start building your spreadsheet with your link targets in

http://www.alibaba.com/


www.Theworks.co.uk- gaining links form authority blogs

- 5 free books sent to book bloggers every month

- Books reviewed and links given to TheWorks from high authority blogs

http://www.opensiteexplorer.org/


Bluegroup Case Study

-International company engaged in producing and selling marketing analytics software

-Using a 3 stage approach to develop their domain authority


Objective – to increase DA from 33 to 45 over 1 year

http://bluevenn.bluegroupinc.com/solutions/single-customer-view/


Off page SEO – the process

Produce a plan based on…

Link building 1-’low hanging fruit’

Link building 2 Competitive analysis

Content Marketing


Link Building 1

Produce a plan which includes….

Relevant directories General and industry specific

Customers, suppliers, stakeholders

Industry bodies – eg CIM, IDM

Partners

And others


Link Building 2

Using keyword search to identify top competitors

Can any be approached for links?


Link Building 2

Using keyword search to identify top competitors

Analyse their links for good targets


What would represent good content for Bluegroup?

Whitepapers Case studies Blogposts

Say one per week focussed on personas/industry sectors?

Spin out via own Social Media and to a wider external audience - via Twitter, FB, G+, LinkedIn

Will generate visibility directly will also generate backlinks


http://info.bluegroupinc.com/bluesheep-blog

1 good quality blogpost produced per month

Ditsributed via Twitter, FB, G+, LinkedIn

Distributed to relevant industry blogs


Their blog….

http://info.bluegroupinc.com/bluesheep-blog


http://info.bluegroupinc.com/bluesheep-downloadable-resources

Downloadable whitepapers produced monthly

Distributed via all social media , AND…

Monthly email to contact database


their download page….

http://info.bluegroupinc.com/bluesheep-downloadable-resources


Other content marketing….

Regular weekly tweets

Regular YouTube presenations/lessons – 1

per month

Quarterly webinars


Off-page SEO collaboration

We produced a plan and executed it with them on a month by month basis Researching then building Link building and content marketing Splitting the workload between us

2 days per month over 12 months


Other Important points about Back Links

Make them relevant- very important!!! A link from a tourism directory is more important than an engineering company if you are a B&B

The more authoritative the site linking to you the better Getting a link from the BBC site is more important than from the local butcher’s site Google PageRank or DA is a good indicator

Structure the link properly using ‘anchor text’ (see later!) Google Bombing’ EG George Bush – ‘miserable failure’ in anchor text

EG –<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>



http://www.opensiteexplorer.org – to check your links


A great free tool ….https://ahrefs.com/


Blogging – the ‘glue’ binding Inbound Marketing

http://www.opensiteexplorer.org/


A passion for Dinosaurs…http://blog.everythingdinosaur.co.uk/

Blogs every day

Auto linked with Social media – FB, YouTube etc

Posts also distributed to article sites and other relevant sites (1700+)

Over 50% of web traffic attributable to blog

Keyphrase list for main phrases and ‘longtail’ used

https://ahrefs.com/


www.everythingdinosaur.com


www.thomassmithfasteners.com/blog/www.thomassmithfasteners.com

Produce blogposts on a regular basis and distribute via Facebook, Twitter etc

Revisit ‘interesting’ blog posts, re-generate the copywriting then re-distribute to relevant

blogs Eg racing car blogpost to racing blogs

http://www.everythingdinosaur.com/


www.thomassmithfasteners.com


www.thomassmithfasteners.com/blog/

http://www.thomassmithfasteners.com/blog/

http://www.thomassmithfasteners.com/


http://www.thomassmithfasteners.com/




The essence of a good content marketing plan

Regular good quality blogging

Use of social media to distribute – particularly Facebook and Twitter

Discipline to apply resources on a regular basis


Make your content shareabale

Produce high quality content – for example an really interesting blog article

Ensure it easily shareabale

Amount of sharing is an increasingly important ranking factor

Also provide good quality content for other sites and blogs


Interesting blog stories


Interesting blog stories


Distribute via Twitter


And Facebook…


Business

Digital marketing turton - 2