How to Earn Visibility & Links with Content

SES London

http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content

“Content marketing” Growth vs. Penguin updates:

Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/

Google hates this kind of link building

Google has more signals on quality than ever

Your bounce rates (back to SERPs)

Referring traffic from links

Referring traffic from social shares

Your writers’ authority & influence

Your brand’s reputation

Correlation shows social has great data – but don’t give up on links yet!

http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/

Re-educating clients on quality vs. quantity is hard!

2011 Link Building Monthly Report: 2013 Link Building Report:

You need quality, method & patience to pay off

http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html

Be remarkable…

Be insightful…

Be first…

http://www.blueglass.com/blog/google-ad-rules/

Be creative…

www.airbnb.com/annual/

Be creative…

Be useful…

http://www.vouchercodes.co.uk/most-wanted/

Be useful…

Be unique…

http://wish.co.uk/

Be unique…

Be agile…

Be quick…

Be prepared to adapt!

For best outreach results, you need an audience – social media = likes/shares/retweets, but rarely links

1) Educate your client/boss to focus on the end result & be prepared to learn along the way

2) Your publish button is your biggest link building weapon

Useful outreach metric: average links per post

3) Send Google brand signals they can’t ignore

http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

(or just make your brand the market leading keyword!)

4) Your outreach placements generate natural links & co-citations themselves