Link Building: Content

Creation & Outreach

tools

SEMPO Cities Kansas CityOctober 29, 2015

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My Background

Who am I?- SEM Analyst at emfluence

- Background in Social Media and Content Strategy

- Account Management- Fascination with Data/Analytics

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@Drew_Martens

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Session Topics

Link building Basics•New and Old Strategies• The many hats we wear!• What changed?

Content is King• Authority is Queen!

Outreach Tools & Tricks• How to manage it all

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@Drew_Martens

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Where to begin?

Link Building Basics -What is it?

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@Drew_Martens

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The 411 on Link BuildingBy definition: “The process of getting external pages to link to a page on your website.”

In reality: Glorified relationship building in a business sense.• Find something worth sharing.• This is often accomplished through some form of a value

proposition.• “What’s in it for me?”

Observing your competitors’ network(s) can often lead to strategic insight.

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@Drew_Martens

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Lets talk about hats…#SEMPOCitiesK

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OptimizationTheory.com

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@Drew_Martens

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Black, Gray & White

The Forbidden Method (Black) • Brittany Spears, Brittany Spears, Brittany Spears…you win!• More sites, more traffic.

The Harvey Dent (Gray)• Flip-flop between paid directories, lists and collection sites.The Gandalf (White…of course)• Earn your links and authority with legitimate relationship

building.• Yes it takes more work, but it yields higher rewards too.

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#SEMPOCitiesKC

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@Drew_Martens

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Content is King, but Authority is Queen!The ancient adage is true…but with a slight shift in how.• Competition is your best friend.• Their referring domains are your roadmap to a content

strategy.• Build your content to fill the gaps they can’t provide.• Create content that differentiates and showcases your

business.• Use this content as your foot in the door with a 3rd party.

• Authority should be at the front of your strategy.• Google made it so that quality ranks higher than quantity.

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@Drew_Martens

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Surprise, you are now a content marketer!Send your thanks & complaints to Sergey or Larry.

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@Drew_Martens

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Tools to lighten the load!

For site Analysis:• Analytics SEO• Open Site Explorer (Moz)For content generation:• Buzzsumo• Domain Comparison• Top Authors• Content Analysis

For Follow-through…we’re going to need 2 parts.

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Analytics SEO

• Gather site information to figure out your weak points. (Exclude internal issues…for now.)• Use these weak points

for goal setting purposes.

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@Drew_Martens

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Analytics SEO: Competitive AuditKey sections to note:• Inbound links.• Referring domains.• Deep link ratio (keep this in mind when drafting your content).• Pages indexed.

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Analytics SEO: Link AnalysisTarget specific competitors and see who they link to in order to figure out who you should link to.

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Analytics SEO: Competitor LinksRemember, authority is everything.• Only target links worth your time.

• 20 or below, no go.

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@Drew_Martens

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Using Site Data to Influence Content Creation• Now that we have an understanding of our current

rankings, keywords, and domain referrals, you are probably feeling like this:

• Once we know our current site issues, we can turn those weaknesses into opportunities through content marketing.

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@Drew_Martens

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Buzzsumo: Content AnalysisNarrow your content parameters for specific areas of relationship building.

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Buzzsumo: Content Analysis#SEMPOCitiesK

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Buzzsumo: Domain Comparison#SEMPOCitiesK

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Buzzsumo: Top Authors#SEMPOCitiesK

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Communication & Timeliness 2 Part Follow Through.Yes it can be awkward at first, but keep it conversational.

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• 1 part email strategy.

• 1 part project management.

This will take some getting used to but it will help you compartmentalize!

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@Drew_Martens

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Victory Jump!The tools, tricks and tips are at your disposal.

All you have to do is try #SEMPOCitiesK

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@Drew_Martens

Thank you!

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Sources:#SEMPOCitiesK

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@Drew_Martens

• http://buzzsumo.com/

• http://www.analyticsseo.com/us/

• http://www.optimizationtheory.com/

• https://moz.com/researchtools/ose/