HOW TO SURVIVE THE DEATH OF LINKBUILDING

@kirsty_hulse

LINKS ARE NOT DEAD

We don’t have a version like that which

is exposed to the public […] backlinks are still a really really big win in

terms of quality for search results

BUT LINK BUILDING HAS CHANGED COMPLETELY

Nearly NiceReally Naughty

Quite Naughty

Automated Paid

Incentivised EarnedWe can stop doing this.We can stop doing this.

I am not denying that ‘bad’ links still work

Consistent, lovely, penalty free organic growth

72 links on different subdomains of this site all with the anchor text “broadband”.

Spun content on splogs with exact match anchor

Article submissions

But I am saying that we have a choice

Organic improvement for a casino brand operating within the competitive ‘roulette’ sector through just earned links

WE STILL NEED TO BUILD LINKS, BUT WE NEED TO EARN THEM

KNOW YOUR AUDIENCE TO EARN YOU LINKS

Let’s create some content that we think

people will like

Now let’s make that content, put it in front of people and hope

they like it

Let’s identify who our audiences and

demographics are

Understand what content they

consume, share and how they behave

online

Based on this, let’s create content they

are really likely to like

GA Audience and Interest Reports are awesome

ACTUAL INSIGHT!

Topics to cover

Potential Topics

Topics to Avoid

Some other free (or cheap) audience insight tools

Really badass

Less likely to convert now, however a worthwhile long-term

audience

Likely to engage online

Aspirational25-34

£35-£49k

Core35-54£50k+

Traditional55+50k+

Higher propensity to convert

Less likely to engage online

Most likely to convert

Least likely to engage online

Likely to engage Likely to convert

People who have played roulette or poker online in the past 3 months…

93% more likely to be a male between

25-34

He’s also 87% more likely to be a regular

cinema go-er.

Martial ArtsTeen Comedy

War

Rom Com?!

Link Reclamation - Handy tools to get links

THANK YOU!