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Presentation on Effective Link Building by Justin Briggs at Distilled Pro SEO Boston 2011.
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Effective Link Building
@JustinRBriggs
Justin Briggs
What Makes An Effective Link Builder
Sales Experience
Technical Skills
Sociable GeekInternet Culture
IngenuityAnalytical Skills
Hustle
Creativity
Stop getting links, and start earning them?
meh.
A link builder can dominate large brands by simply outworking them.
How do I compete?
Competition– National brands– Large marketing budgets– Free resources– Thousands of linking
domains
Client– Unknown brand– One in-house marketer– Ecommerce, no content– < 100 linking domains– No blog– No social media
Systematic Hustle
#3 BrainstormApproaches
#2 Competitive Analysis
#1 Backlink & Competitive
Research#4 Actionable Ideas
In Theory
Real World
What do you need? What might be done?
Hustle for Links
Do what it takes
6 Months before, I told a coworker:
“I’m getting links on these pages”
Site wasn’t “good enough”
Spent six months building out blog, content, and social
media.
Figure out what they
link to.
Now BUILD IT!
Nice, email.
Does this work?
PA 48, DA 80
PA 48, DA 62
Get Your Content Out
StumbleUpon posted content to their Facebook and Twitter
Throwing mud at a wall is NOT a link building strategy.
You need stellar, targeted content.
But sometimes content fails.And it’s embarrassing.
Even if you failed, you still need links.
So JFDI.
Recover Failed Infographic
• Skip the social, do manual outreach.• Incentivize the embed. • Guest post:
–The embed is the post.–Chop up the image and repurpose.–Additional research and write great post.
Creative Contact Mining
Just a Stanford blog with guest posts…
There is no contact information.Fail.
Take the Time to Find the Email
This will give you their email.
The first infographic I created was picked up by a BIG site,
but they messed it up.
I hunted for nearly two hours to find their personal email
address.“You can’t outsource giving a shit.”
- Tom Critchlow
They’re now the first person I email when I’m promoting
content.
They get me a lot of links.
Link Giver Psychology
By initiating a low risk relationship, you increase the success of your link request.
Incremental Commitment
Blogging Contest
1. Make easy to enter (no link requirement).2. Gave them email address.3. They emailed in their post.4. Reply with link request.
Getting the LinkHi <Their Name>
Thanks for your entry. I will pass it on to the judges.
Would you mind please placing the following code at the top or bottom of the post to let people know it’s an entry in the contest?
This post is an entry for the <a href="http://site.com/contest">{Name of the Blog Contest}</a> being hosted by <a href="http://site.com">Brand</a>.
Thanks!<Your Name>
85% placed the link!
I tested multiple templates. This one won.
Use Zombies (just be damn creative)
I got a link like this.
Yes, seriously.
So do you think <removed> would help you survive against zombies? Even if not, I think it'd be epic to bust out in Spanish like Stewie on Family Guy while blowing the head off a zombie with a shotgun.
I saw on your Twitter that you like <removed>. If you'd be up for checking out our <removed> and reviewing how they can help you survive a zombie apocalypse, I'd love to send one out to you for free. You can pick from <removed>, but I'll leave that up to you.
An no, there is no special catch. I just think your blog is funny, and I can send out <removed> for review. And, well, I love zombies. :)
Let me know what you think about the review / post idea.
Thanks!Justin
Best Alternative to a Negotiated Agreement
BATNA
Can I have link?Yes No
Can I overcome reasons?
What else can I get?That’ll do.
Yes NoWin!
Improve Effectiveness
Increase Link Valuation
Traditional Link Valuation
o Anchor texto Number of outbound linkso Position on pageo TrustRank / PageRanko Domain level metrics
Relative Link Valuation
o Compare to profileo Compare to previous linkso Value based off profile
naturalnesso Brand boosts link value
Lower quality, aggressively anchored links had value
boosted by high value branded campaign.
Surprising Growth
Time
Rank
Use branded high value links to increase value of high leverage, lower value link
building tactics.
Directories? Yes, still.
1. Check homepage cache date, eliminate stale sites.2. Check indexation of linked from page.3. Avoid high difference between mR and PR.4. Check listing order (newest, alphabetical, PR)5. Take the time to submit it right.
“You can’t outsource giving a shit.”- Tom Critchlow
Protip: Consider this relative to my last tip.
Ingenuity
Improve Prospecting with GCSE
http://bit.ly/amziMz
Scale Prospecting with Scrapers
http://bit.ly/lVY3q6
Quickly Identifying Site Type
Some of these aren’t very active today.
Find Fresh Linkers
Doesn’t give date search like normal.
Simple Little Hack
Put date parameter from regular search in
linkfromdomain URL
Discovering Fresh Linkers
Build Agile Tools: http://bit.ly/iBhMeh
Scale Outreach with Tout
http://toutapp.com
Quickly Compose Emails with Templates
Track Template Effectiveness
Coupon Code: PROSEO2011
Tout Premium Free for 1 Month
Thanks to TK at Tout!
