Managing Complex Link Building Campaigns.

Transcription

1 Managing Complex Link Building Campaigns

2 Chapter One Lovely Shades of Grey

3 High Risk Competitor Competitor Competitor You Low Risk

4 Competitor Competitor Competitor You

5 Competitor Competitor Competitor Content is King! Do what s best for the user! Right guys...? You

6 I have a blog network I spam.edu forums Competitor I buy expired domains Competitor Competitor Content is King! Do what s best for the user! Right guys...? You

7 What to do? You Competitor Competitor Competitor

8 Chapter Two Research

9 Research Stage Backlink Profile Assessment } Negative Impact } Filtered } Positive Impact

10 Research Stage Defining Top Liabilities } Negative Impact Delete Correct Move

11 Research Stage Define Linkworthy Assets Linkworthy Assets Linkworthy Assets Linkworthy Assets } Positive Impact

12 Research Stage Multiply Linkworthy Assets Linkworthy Assets Linkworthy Assets x2 Or maybe 3 Linkworthy Assets

13 Research Stage Assets & Relationships Offline Content Relationships Data

14 Research Stage Competitive Analysis YOU } Unrealistic Competitors } Realistic Competitors

15 Software Link Analysis Initial Parameters (e.g. Keyword, URL) Crawling & Recording Quality Parameters Filtering and Sorting of Data

16 Relevance Dampening

17 Research Stage Quantitative Link Analysis { Total Backlinks (15) Shared (8) Unique Backlinks (7) { } Competitor Backlinks

18 Research Stage Qualitative Link Analysis Unique Backlinks (7) { mr/mt/acrank/pr {

19 Research Stage Competitive Analysis: Likelihood Assessment { { Link Value Likelihood { Target Score

20 Research Stage Phrase Targeting Methodology Google Webmaster Tools / Analytics { Ranking Phrases Google Keyword Tool { Non-Ranking Phrases

21 Research Stage Phrase Targeting Methodology Google Webmaster Tools / Analytics { Ranking Phrases Impressions CTR Position Clicks

22 Research Stage Phrase Targeting Methodology When Position then CTR and Impressions equals Clicks

23 Research Stage Phrase Targeting Methodology Current Clicks Scenario Clicks Conversion Rate (%) Goal Value ($)

24 Research Stage Phrase Targeting Methodology: Sort By Potential CR % GV $

25 Research Stage Phrase Targeting Methodology: Sort By Potential Google Keyword Tool Data { Non-Ranking Phrases

26 dejanseo.com.au/potential

27 Chapter Three Getting Organised

28 Getting Organised Allocation of Hours & Resources Phrase Page # of Links URL 30% links URL URL URL URL URL URL 20% links 15% links 5% links 2% links Optional Optional

29 Getting Organised Phrase Targeting Methodology: Phrase Variations URL Phrase Variation Phrase Variation Phrase Variation

30 Getting Organised Content Development Process

31 Getting Organised Schedule of Activities Relationship Research January Industry Directories Relationship Links February Start Guest Blogging Fix Incorrect Links March Generate Linkbait

32 Getting Organised Automating Manual Tasks

33 Getting Organised Recording Link Opportunities

34 Link Building Software

35 Chapter Four People

36

37 Link Building Styles Manual Link Research Paths Diverging Path Regressive Path Stage Analysis Linear Path Interrupted Cumulative Hybrid

38 The Toolbar

39 Girls.

40 Boys.

41 Know Your People. University Degree in English Language & Literature } In Common Speaks French, Spanish & Greek Soprano in an award-winning choir Writing, Media Literacy, Science & Technology Interest in teaching methodologies Interpreter for a local bank Ex-ballerina. Loves dance, music & travel Part-time educator & journalist Active in conferences & summits } Unique } Unique

42 Understanding Personas. Quantity Quality } Key Strengths Weak Record Keeping Time-Efficient Strong Record Keeping Time-Poor Loves Shortcuts Fierce Negotiator Thorough Research Patient Negotiator } Potential Problems

43 Smaller Groups. Team Leaders.

44 Coaching & Feedback.

45 Celebrate Success.

46 dejanseo.com.au/smx