LOW(er) RISK LINK BUILDING for 2017 and beyond
@kirsty_hulse
@kirsty_hulse
WHAT I’LL TALK ABOUT
Are links worth it?
Earning links+ with the minimum effort and maximum reward
@kirsty_hulse
ARE THEY
WORTH IT
DEPENDZ
@kirsty_hulse
Strongest link/performance correlation on small/low DA sites and to deep
pages
Links should still be a focus, but we either invest less or diversify our
metrics
Actionable link building tactic
#1!ACTIONABLE LINK TACTIC
#1!
GET PRESIDENT’S DAUGHTER TO WEAR ITEM YOU STOCK
@kirsty_hulse
Keyword: Chokers (#14 to #4)Website: https://www.francescas.com/category/jewelry/necklaces/chokers.do (DA 61)
@kirsty_hulse
Number of ranking ‘choker’ keywords
Source: Linkdex
@kirsty_hulse
GETTINGLINKS IN 2017
HERO
HUB
HYGIENE
HERO
We think links are earned here and it’s causing us
problems
Kirsty’s Arbitrary GraphEffort
Loads
Little
Reward
TWO SOLUTIONS
Multiple metricsDid it drive traffic?Did it drive conversions?Did it improve engagement metrics?Did it capture demand?Did it increase demand?Did it impact other channels?
Expensive hero content can work really well
But it’s not our only option
(Here’s a picture of Da Vinci so I look smart)
Total campaign time and cost = 2 days
Average position for keyword group 9 to 5
Over 6000 social shares
We got some architects to draw up some designs for a structurally
sound, historically accurate pillow fort
In case you’re interested...
WHERE DO WE
GO WRONG
Ideas are a bit meh
Clients/bosses/teams say no
Good, affordable data is hard to source
Getting external experts to validate is hard
We get citations but not links
OUR IDEAS ARE A BIT MEH
GOOD IDEATRAPS
“We have X budget”
“Let’s do something for X day”
“Let’s create a data visualisation”
THINGS THAT
HELP ME
Take yourself to a new environment
Keep a notepad by your bed
REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT
reddit.com/r/Plumbing/
Already have ideas when you brainstorm
CLIENTS THAT SAY YES
PITCH SOMETHING INSANE
PITCH IDEAS USING QUESTIONS
GOOD, AFFORDABLE DATA
POLLFISH ARE AWESOME REALLY AWESOME
LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
GIVE YOUR SURVEYS TO PEOPLE WHO CARE
EXPERT OPINION AND QUOTES
4 2 1
14 1016
EXPERT ENDORSEMENT INCREASES
REPLIESNUMBER OF RESPONSES
PAY JOURNALISTS!
(FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
AMAZON NEW RELEASES IS A GOLDMINE
CITATIONS YAY
CITING THE SOURCE ISN’T ENOUGH
Highlight key stats in the release but link to the detail onsite
Don’t just give journalists a story, give them data to support their story
http://www.forbesmedia.com/wp-content/uploads/2015/06/2017-EditCalendar.pdf
You’re gonna need friends
• REDDIT• Re-pitch ideas with
questions• Generate data for a quick
release• Identify expert authors• Hire journalists on a
consultancy basis• Download media calendars
Things to do tomorrow…
Get Ivanka Trump to wear your product
Thank you!
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