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F#$%! Link Building. Content Marketing FTW. Rand Fishkin | CEO http:// bit.ly/mozcontent2012boston

Content Marketing vs. Link Building: Linklove Boston 2012

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Rand Fishkin's presentation from Linklove Boston 2012 on Content Marketing vs. Classic Link Building

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Page 1: Content Marketing vs. Link Building: Linklove Boston 2012

F#$%! Link Building.

Content Marketing FTW.

Rand Fishkin | CEO

http://bit.ly/mozcontent2012boston

Page 2: Content Marketing vs. Link Building: Linklove Boston 2012

Classic Link Building

Page 3: Content Marketing vs. Link Building: Linklove Boston 2012

Discover Link Opportunities

http://www.seomoz.org/labs/link-finder/index.php

Page 4: Content Marketing vs. Link Building: Linklove Boston 2012

Brainstorm Acquisition Tactics

Travelpod built an embeddable quiz that universities use… What can I do to get .edu links?

Page 5: Content Marketing vs. Link Building: Linklove Boston 2012

Pound Head Against Wall

Feel free to use this high quality link acquisition email. Effectiveness not guaranteed

Page 6: Content Marketing vs. Link Building: Linklove Boston 2012

Keep Pounding

test

But, I really

want a link!

Page 7: Content Marketing vs. Link Building: Linklove Boston 2012

Damage Brain

Manual link building has a surprising amount in common with stuffing crayons up one’s nose.

Page 8: Content Marketing vs. Link Building: Linklove Boston 2012

Earn Links… Painfully

1-2 links per hour of link building is fairly common, particularly if you don’t have a great site to work from.

Page 9: Content Marketing vs. Link Building: Linklove Boston 2012

Give In to the Dark Side

http://www.bloggingtips.com/2012/03/22/link-authority-review-the-next-buildmyrank-alternative/

Page 10: Content Marketing vs. Link Building: Linklove Boston 2012

Buy Some Links

Always a fun time: http://fiverr.com/gigs/search?query=links

Page 11: Content Marketing vs. Link Building: Linklove Boston 2012

Go Overboard

Once you’ve gone to “supreme link pyramid elite,” you know you’re desperate. http://www.wickedfire.com/links-seo/154095-supreme-all-one-seo-solution-only-28-proven-results-dominate-google.html

Page 12: Content Marketing vs. Link Building: Linklove Boston 2012

Get Burned

http://www.seomoz.org/blog/unnatural-link-warnings-blog-networks-advice

Page 13: Content Marketing vs. Link Building: Linklove Boston 2012

Retreat and Try Again

BTW – If you need a simple meme generator: http://imgflip.com/memegenerator is pretty solid

Page 14: Content Marketing vs. Link Building: Linklove Boston 2012

Why Links Are in Danger

Page 15: Content Marketing vs. Link Building: Linklove Boston 2012

Links Were Never Really Votes

Search engines found links useful as a proxy, but most of those linking on the web don’t intend to contribute to the link graph.

Does the author mean

to endorse this page?

Does he mean to say it

should rank better for

“a very similar thing?”

Page 16: Content Marketing vs. Link Building: Linklove Boston 2012

The Algo Wasn’t Intended to Benefit Marketers

http://marketingland.com/is-googles-over-optimization-penalty-its-jump-the-shark-moment-in-web-search-8633

Page 17: Content Marketing vs. Link Building: Linklove Boston 2012

But SEOs Are Better at Links than Everyone Else

Linklove London Last Friday via: http://foliovision.com/2012/03/31/distilled-linklove-conference-london-2012-review

Page 18: Content Marketing vs. Link Building: Linklove Boston 2012

WebSpam Struggles to Keep Up

http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo

Page 19: Content Marketing vs. Link Building: Linklove Boston 2012

Many Links are a Thorn in Search Engines’ Side

An enlightening example of spammer mentality: https://www.google.com/search?q=build+my+rank+alternatives

Page 20: Content Marketing vs. Link Building: Linklove Boston 2012

Google’s Clearly Trying to Move Beyond Links

Via http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

Individual link

metrics have lower

correlation over

time, while social

signals rise.

Page 21: Content Marketing vs. Link Building: Linklove Boston 2012

Sharing on the Web Has Evolved

http://www.seomoz.org/blog/21-tips-to-earn-links-and-tweets-to-your-blog-post

It used to be that

the “Linkerati”

controlled the

web’s sharing.

Page 22: Content Marketing vs. Link Building: Linklove Boston 2012

Today, the “Linkerati” are a Far Bigger Group

Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)

Page 23: Content Marketing vs. Link Building: Linklove Boston 2012

Tactical SEO

Page 24: Content Marketing vs. Link Building: Linklove Boston 2012

I Want to Rank Higher For This Query

https://www.google.com/search?q=custom+kitchen+knives

Ranking here

will bring me

more customers

Page 25: Content Marketing vs. Link Building: Linklove Boston 2012

Decision Time

Option A sounds like a lot of work…

OPTION A:

Create lots of great content, start

a blog, shoot some videos, build

up a community via social

networks, participate in forums,

try to earn some press…

OPTION B:

Point some @#$%ing

links at my page.

Page 26: Content Marketing vs. Link Building: Linklove Boston 2012

Most SEOs Make the Obvious Choice

Option B can certainly work.

YEE-HAW LINKS!!

Page 27: Content Marketing vs. Link Building: Linklove Boston 2012

Strategic Marketing

Page 28: Content Marketing vs. Link Building: Linklove Boston 2012

What Really Matters to a Business on the Web?

Paid forms of acquisition are easier to measure, optimize and invest in. Management’s comfortable with them.

The engines/platforms make it easy to buy them. Why wouldn’t you use paid acquisition?

Competitors Tactics:

Paid Search

Banners & Display Ads

Brand Advertising

Television, Radio & Print Media

Contextual Ads

Avg Cost of Acquisition:

$95.00

$150.00

$Unknown

$180.00

$115.00

Page 29: Content Marketing vs. Link Building: Linklove Boston 2012

What Really Matters to a Business on the Web?

If you invest in inbound tactics, your cost of custom acquisition can be dramatically lower than the competition’s

“Inbound” Tactics

Organic Search

Social Media Marketing

Blogs & RSS

Community / Forum Participation

Video Content

Avg Cost of Acquisition:

$15.00

$35.00

$60.00

$20.00

$70.00

Page 30: Content Marketing vs. Link Building: Linklove Boston 2012

What Really Matters to a Business on the Web?

Thanks to Cascadia Capital for the chart: http://www.cascadiacapital.com/

COCA / CLTV = This

Ratio. Strength here

means you have more

to invest in every other

part of the business.

Page 31: Content Marketing vs. Link Building: Linklove Boston 2012

Decision Time

This time, Option A looks a lot more appealing.

OPTION A:

Content + SEO + Social +

Community + Press

OPTION B:

Point some @#$%ing

links at the page.

Which one of these truly

results in lower COCA?

Page 32: Content Marketing vs. Link Building: Linklove Boston 2012

Five Reasons I Invest in

Content vs. Links

Page 33: Content Marketing vs. Link Building: Linklove Boston 2012

#1: I Want to Invest in Multiple Channels at Once

Content, by its very nature, creates multi-channel marketing opportunities and wins.

Higher

Conversion Rate

More Brand

Visibility

Stronger Social

FollowingHigher Organic

Search Rankings

More Direct &

Bookmarking TrafficMore Referring

Links

More Long

Tail SEO

Bigger Fanbase &

Community

CONTENT!

Page 34: Content Marketing vs. Link Building: Linklove Boston 2012

#2: I Want to Be Proud of My Work

Am I making the Internet a better place?

Page 35: Content Marketing vs. Link Building: Linklove Boston 2012

#3: I Want Strategies that Last No Matter What

I want marketing that will last even if Siri replaces Google, social replaces search, apps replace the web, etc. (note: I don’t actually believe any of those things will happen, but I do like to be prepared)

If this is the future, I

better build a memorable

brand that has positive

signals of every kind.

Page 36: Content Marketing vs. Link Building: Linklove Boston 2012

#3: I Want Strategies that Last No Matter What

Who knows, maybe DDG is really on to something: http://duckduckgo.com/traffic.html

Page 37: Content Marketing vs. Link Building: Linklove Boston 2012

#4: Content Builds Links While I Sleep

https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)

Virtually every link here is

editorially-given because

of content we’ve produced

Page 38: Content Marketing vs. Link Building: Linklove Boston 2012

#5: Content Builds Brand Loyalty & Trust

http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45

Page 39: Content Marketing vs. Link Building: Linklove Boston 2012

OK. What Content Should I

Make?

Page 40: Content Marketing vs. Link Building: Linklove Boston 2012

Don’t Limit Yourself to Content About Your Subject

http://www.theofficesuppliessupermarket.com/blog

This blog might work for

them, but IMO, it’s far too

topically specific and not

“interesting” enough to be

consistently share-worthy.

Page 41: Content Marketing vs. Link Building: Linklove Boston 2012

Discover What Your Audience Shares

Three tools: http://followerwonk.com, http://topsy.com, and Google’s Discussion Search

Page 42: Content Marketing vs. Link Building: Linklove Boston 2012

Brand Your Content to Align with Your Business/Products

Fiskars Scissors (fiskars.com) runs the amazing Fiskateers blog (http://www.fiskateers.com/); a great example of alignment.

Though, for SEO, I wish they’d gone with fiskars.com/fiskateers or fiskars.com/blog

Page 43: Content Marketing vs. Link Building: Linklove Boston 2012

Or Brand Your Product to Align with Your Content?

This is basically what we did at SEOmoz – created a product that fit with the content + audience we’d built

Coudal Partners is a

fascinating example of this.

Page 44: Content Marketing vs. Link Building: Linklove Boston 2012

Remember, Content Can Mean:

The “content” you produce and market can be much more than just a blog (though blogs are pretty awesome at this)

Actual Content Community Products Platform/Data

Page 45: Content Marketing vs. Link Building: Linklove Boston 2012

After London, Lots of Blog

Posts Appeared…

Page 46: Content Marketing vs. Link Building: Linklove Boston 2012

And My Presentation’s Online

Page 47: Content Marketing vs. Link Building: Linklove Boston 2012

So, I Decided to

Change Things Up a Bit

Page 48: Content Marketing vs. Link Building: Linklove Boston 2012

Content Brainstorming &

Concepts for Your Websites

Page 49: Content Marketing vs. Link Building: Linklove Boston 2012

After Landing in Boston, I Tweeted:

My tweet

Page 50: Content Marketing vs. Link Building: Linklove Boston 2012

Gentlemen’s Hats from a Bygone Era

http://thefedorastore.com and http://fedoras.com

Page 51: Content Marketing vs. Link Building: Linklove Boston 2012

The Fedora Store

http://www.youtube.com/watch?v=mPKe9OfWs-M

Page 52: Content Marketing vs. Link Building: Linklove Boston 2012

We Need Some Content Branding

http://www.youtube.com/watch?v=mPKe9OfWs-M

Page 53: Content Marketing vs. Link Building: Linklove Boston 2012

The Infographic of Hats!

This - http://stuff.daviderickson.com/hats-infographic#comments – is the best I could find

Page 54: Content Marketing vs. Link Building: Linklove Boston 2012

The Infographic of Hats!

This - http://www.infographicsshowcase.com/trusting-beards-infographic/ - is what I’m talking about.

Page 55: Content Marketing vs. Link Building: Linklove Boston 2012

Online Hat-Selection Tool

This - http://www.millerhats.com/hatcare_index/hatfaces.html - is the best I could find

Page 56: Content Marketing vs. Link Building: Linklove Boston 2012

Rank Top Hat-Donning Social Media Participants

I used http://followerwonk.com, but you’ll also want to check blogs, Facebook, etc.

Page 57: Content Marketing vs. Link Building: Linklove Boston 2012

Coffee Beans & Espresso Machines

http://needcaffeine.com

Page 58: Content Marketing vs. Link Building: Linklove Boston 2012

NeedCaffeine’s Website

http://www.needcaffeine.com/

Page 59: Content Marketing vs. Link Building: Linklove Boston 2012

Erasable, Caffeine-Monitor Board Next to My Desk

http://designtaxi.com/news/351340/In-Caffeine-We-Trust-An-Infographic-To-Track-Your-Coffee-Consumption/ - but simple/erasable on a mini-whiteboard

Page 60: Content Marketing vs. Link Building: Linklove Boston 2012

Caffeine Tracking/Contest Mobile App

Make the leaderboard publicly accessible for those who opt-in, and then link to the social accounts of the most caffeinated members.

Page 61: Content Marketing vs. Link Building: Linklove Boston 2012

Rating Drinks on an Official “Caffeine Scale”

Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.

Page 62: Content Marketing vs. Link Building: Linklove Boston 2012

Weird Foods and Drinks that Contain Caffeine

Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.

Ugh… And this is one of the

best articles I could find.

Page 63: Content Marketing vs. Link Building: Linklove Boston 2012

Costumes Beyond Halloween

No domain given, so I’ll just work on the concepts. BTW – that Yodabot is awesome.

Page 64: Content Marketing vs. Link Building: Linklove Boston 2012

Analysis of Hollywood Costumes

http://clothesmonaut.wordpress.com/category/costume-analysis/ - buy this blog, or re-create it.

Page 65: Content Marketing vs. Link Building: Linklove Boston 2012

Give Awards to the Best “Street-Spotted” Costumes

https://twitter.com/#!/search/realtime/costume%20twitpic – you can use a few modified versions of this query, too

You can set up an

alert/search, watch for

these, tweet to the winners

and ask for permission to

feature their photos.

Page 66: Content Marketing vs. Link Building: Linklove Boston 2012

Coverage of Non-Halloween Costume Events

http://www.flickr.com/search/?w=all&q=fremont+zombie&m=text – there’s tons of these.

Page 67: Content Marketing vs. Link Building: Linklove Boston 2012

The Best Part…

Page 68: Content Marketing vs. Link Building: Linklove Boston 2012

I Came Up With All of These

Between 5:30am-7:30am this

Morning.

Page 69: Content Marketing vs. Link Building: Linklove Boston 2012

Imagine What You Can Do

with Time, Effort and

A Full 8 Hours of Sleep

Page 70: Content Marketing vs. Link Building: Linklove Boston 2012

Rand Fishkin | CEO

http://bit.ly/mozcontent2012boston

@randfish

www.seomoz.org/blog

[email protected]