SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics for 2017 and Beyond
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The document discusses low-risk link building strategies for 2017, emphasizing the importance of earning links with minimal effort for maximum reward. It suggests diversifying metrics for link evaluation and highlights actionable tactics, including leveraging high-profile endorsements and expert opinions. Additionally, it acknowledges common pitfalls in generating ideas and provides advice on how to enhance link building efforts through creativity and data-driven approaches.
SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics for 2017 and Beyond
- 1. LOW(er) RISK LINK BUILDING for 2017 and beyond @kirsty_hulse
- 4. WHAT I’LL TALK ABOUT Are links worth it? Earning links+ with the minimum effort and maximum reward
- 6. DEPENDZ
- 7. @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
- 8. Actionable link building tactic #1! ACTIONABLE LINK TACTIC #1!
- 9. GET PRESIDENT’S DAUGHTER TO WEAR ITEM YOU STOCK @kirsty_hulse
- 10. Keyword: Chokers (#14 to #4) Website: https://www.francescas.com/category/jewelry/necklaces/chokers.do (DA 61) @kirsty_hulse
- 11. Number of ranking ‘choker’ keywords Source: Linkdex @kirsty_hulse
- 13. HERO HUB HYGIENE
- 14. HERO We think links are earned here and it’s causing us problems
- 17. TWO SOLUTIONS
- 18. Multiple metrics Did 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?
- 19. Expensive hero content can work really well
- 20. But it’s not our only option
- 21. (Here’s a picture of Da Vinci so I look smart)
- 25. Total campaign time and cost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares
- 27. We got some architects to draw up some designs for a structurally sound, historically accurate pillow fort
- 28. In case you’re interested...
- 30. 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
- 31. OUR IDEAS ARE A BIT MEH
- 32. GOOD IDEA TRAPS
- 33. “We have X budget”
- 34. “Let’s do something for X day”
- 35. “Let’s create a data visualisation”
- 37. Take yourself to a new environment
- 38. Keep a notepad by your bed
- 39. 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
- 41. Already have ideas when you brainstorm
- 42. CLIENTS THAT SAY YES
- 46. POLLFISH ARE AWESOME REALLY AWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
- 47. GIVE YOUR SURVEYS TO PEOPLE WHO CARE
- 48. EXPERT OPINION AND QUOTES
- 50. PAY JOURNALISTS! (FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
- 51. AMAZON NEW RELEASES IS A GOLDMINE
- 53. CITATIONS YAY
- 54. CITING THE SOURCE ISN’T ENOUGH
- 55. Highlight key stats in the release but link to the detail onsite
- 56. 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
- 57. You’re gonna need friends
- 58. • 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…
- 59. Get Ivanka Trump to wear your product
- 60. Thank you!