Link building case studies, myths and fails - SearchLove 2017
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Link building case studies, myths and fails, presented by Paddy Moogan at Distilled SearchLove London.
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Link building case studies, myths and fails - SearchLove 2017
- 1. Link building case studies, myths & fails
- 2. ProSEO 2011
- 9. “What did you say then, which you could say now, and it would mean something different?”
- 12. Link building in 2017
- 13. What does it look like?
- 14. But…
- 15. RankBrain
- 16. Machine Learning
- 17. AI
- 18. Voice search
- 19. Assistants
- 20. This is all cool stuff
- 21. But then I see this…
- 22. Content-driven link building campaign
- 23. 119% increase in organic traffic
- 24. Thinking about the future is cool (you should!)
- 25. But that’s not what this talk is about
- 26. I’m a pragmatist, I like results
- 27. I love links
- 28. But, you need big budget for links in 2017, right?
- 29. Actually, no. I’ll show you why.
- 30. But you do need these things…
- 31. You need… Visual assets, preferably interactive
- 32. You need… Visual assets, preferably interactive Visualise cool data
- 33. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand
- 34. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand Relationships with journalists
- 35. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand Relationships with journalists You need to go viral
- 36. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand Relationships with journalists You need to go viral To launch at the right time
- 37. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand Relationships with journalists You need to go viral To launch at the right time
- 38. These are all preconceptions
- 39. I had them
- 40. I’m going to show you case studies where we didn’t always have these things
- 44. 96% of UK businesses employ 0-9 staff Source
- 45. If we were going to work in that space, what would it look like?
- 46. I’m going to show you
- 47. 7 case studies 3 content pieces that totally bombed 2 terrible outreach experiences
- 48. …and the stupidest thing I’ve done for a link
- 49. Let’s talk case studies, myths & mistakes
- 50. Case Study #1 A slow starter Myth - you need to visualise cool data
- 51. Can you see the story?
- 53. Then we noticed something
- 56. We pushed that angle harder
- 58. Toyota logos…
- 59. 150+ pieces of coverage with 77 links
- 60. It’s ok to start slow, but watch the coverage you get closely and react
- 61. Be sure to display big images within a lightbox or popup
- 62. Case study #2 How to reduce risk in link building Myth – you only get one shot at getting it right
- 63. Idea Production Outreach Content-driven link building process
- 64. It can work very well
- 65. But carries risk
- 67. Create content around several events
- 69. Plug in new data and promote again
- 70. Case study #3 Low budget campaign and a lesson in going viral Myth – you need big budget & to go viral
- 71. I thought that going viral was a requirement
- 73. “Links work, sometimes” Tom Capper SearchLove San Diego 2017
- 74. Slow and steady can win the race
- 77. Launched June 2016, now has just over 50 links and counting
- 78. We’ve now produced lots of content for them Not a single one has gone viral
- 79. It’s consistency that wins – not going viral
- 80. Case study #4 Learning from traditional PR Myth – you need a visual, linkable asset
- 81. Traditional PR doesn’t need visual content
- 82. Take traditional PR principles & apply them to digital
- 83. You need some data, information or an opinion that is different
- 84. You need relevance & timeliness
- 85. Write one press release or a piece of advisory copy (tips, tactics, takeaways)
- 86. Pitch this into several sites, letting them take the bits most relevant to them
- 87. In 12 months… 100 links profiling one person – no infographics or visuals
- 88. Great for B2B and low-budget clients
- 89. Case Study #5 Relationships and brands aren’t everything Myth – you need to be a brand & have great relationships
- 90. “Just because you are worthy, doesn’t mean you’re newsworthy.” David Henderson, CBS News
- 91. Journalists don’t give a shit about what brand you are or what history you have with them
- 93. The story wasn’t clear
- 94. Journalists we’d worked with before weren’t returning emails
- 95. Being a brand wasn’t enough
- 97. Relationships can be hard to build
- 100. Case Study #6 Launching content on a Friday Myth – you need to launch at the right time
- 101. “I’ve got a random idea for a client.”
- 102. “I’ve got a random idea for a client.” “It won’t work, but try it anyway.”
- 103. Took a couple of hours
- 104. Launched on a Friday at 2pm
- 106. …by 5pm.
- 107. Lowest budget piece of content we’ve ever launched
- 108. Case Study #7 Sometimes, shit happens Myth – you don’t need to launch at the right time
- 111. US Election data from Google Trends
- 112. US Election data from Google Trends Don’t launch you content here
- 114. Revisit content and relaunch
- 115. And finally…
- 116. The stupidest thing I’ve ever done for links
- 117. What happens when you eat chillies…
- 119. What happens when you eat chillies…
- 120. What happens when you eat chillies…
- 121. What happens when you eat chillies…
- 123. I’d like to say it was worth it
- 124. How many links?
- 125. Zero
- 127. To wrap up
- 128. These things are important
- 129. But, you need big budget for links in 2017, right?
- 130. You need… Visual assets, preferably interactive Visualise cool data Recognisable brand Relationships with journalists You need to go viral To launch at the right time
- 131. But hopefully I’ve convinced you that you don’t need all of them
- 132. You can’t rely on links alone
- 133. There isn’t a single answer to making your website link worthy
- 134. Brand, product, experience, price, reputation, trustworthiness
- 135. Forget these, link building may as well be dead for you