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Lessons in Linkbait - Be Wizard 2012.In this presentation I talk through our creative and outreach process for creating link worthy content.
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Hannah [email protected]
www..distilled.net
www.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
316 Linking Root Domains http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
1767 Linking Root Domains http://www.seomoz.org/beginners-guide-to-seo/how-search-engines-operate
So, before you begin…
• Make sure that your boss (or your client) know that there are risks
• Manage their expectations• Set metrics ahead of time so you know what
‘success’ looks like
The Process
• Define your audience• Go & find them• Brainstorm Ideas• Filter Ideas• Pick the form for your content• Pre-Outreach• Create• Outreach & follow up
Define your audience
• Think ‘Who’ not ‘What’• ‘What’ you create depends on ‘who’ you want
to attract links and social shares from
Find Real-Life Examples
• What do these people like?• What do these people hate?• What do they already link to and share?
Brainstorm
• Brief people before the brainstorm so they come with ideas
• Keep the meeting short• Just capture all the ideas• Don’t sit and argue their merits
Filter your Ideas
Key Questions:• Will this appeal to my target audience?• Can I get the data I need?• Do I have enough time / resource to deliver
this properly
‘Current’ v ‘Evergreen’ Content
• Something that’s very current might do really well…
• But if it doesn’t, then you’re stuck• Evergreen content can be outreached for
longer – probably increasing your chances of success
Filtering Checklist Is this idea…
• Simple– Is your idea easy to communicate & understand? – Can you explain it in a tweet?
• Unexpected• Concrete
– Real, definite rather than abstract• Emotional
– Will anyone care?• Credible
– Is your data good enough?
http://www.distilled.net/blog/seo/link-building-seo/how-to-make-sticky-content/ Inspired by ‘Made to Stick’ by Chip & Dan Heath
Trusted Data
• If data is central to your story & want to get links from news outlets make sure you use a trusted data source e.g. – http://www.spaghettiopendata.org/dati– http://www.linkedopendata.it/– http://www.dati.gov.it/ricerca_dataset
Thanks for these links Gianluca Fiorelli - @gfiorelli1!
Surveys Don’t Always Cut It
• Need at least 1000 respondents• Data isn’t robust / representative• Lots of people won’t cover stories based on
survey data
Now pick the format
• What’s the best way of telling this story?
• What does your audience like?
Pre-Outreach
• Reach out to a few contacts and see if they like the sound of your idea
• If they don’t respond positively – do something else
Promote your Linkbait
• Outreach to journalists / bloggers etc• Syndicate a press release• Guest post• Seed to influential social contacts• Follow up with those who haven’t linked to
you as the source
Key TakeawaysDon’t forget the process…• Figure out what success looks like • Set targets• Define your audience• Go & find them• Brainstorm Ideas• Filter Ideas• Pick the form for your content• Pre-Outreach• Create• Outreach & follow up• Relax (!)
Key Takeaways
Check that your idea is…
• Simple• Unexpected• Concrete• Credible• Emotional
Hannah [email protected]
www..distilled.net
www.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
Image credits• It’s a trap! - http://www.flickr.com/photos/koisny/5597404306/sizes/z/in/photostream/• Credible data - http://www.flickr.com/photos/bfishadow/4930961643/sizes/z/in/photostream/• Idea - http://www.flickr.com/photos/evilpeach/2697408894/sizes/z/in/photostream/• Stop - http://www.flickr.com/photos/aquilaonline/5912499536/sizes/z/in/photostream/• Create it - http://www.flickr.com/photos/tim_norris/2377652663/sizes/z/in/photostream/• No - http://www.flickr.com/photos/kwl/4493219149/sizes/z/in/set-72157625725205643/• Relax - http://www.flickr.com/photos/kwl/3875936992/sizes/z/in/set-72157605226236207/• Get a room - http://www.flickr.com/photos/kwl/5405412150/sizes/z/in/set-72157623544311963/
