20 content rules to keep your link building organic
TRANSCRIPT
20 Content Rules to Keep Your Link Building Organic
Kevin GibbonsManaging DirectorBlueGlass
www.blueglass.co.uk
#sigma2014
1
The Challenge
www.blueglass.co.uk
It’s no longer about manipulating the search engines
“You should never know
in advance a link is
coming, or where it’s
coming from”
Duane Forrester, Bing
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20
Content Rules to Keep Link Building Natural
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1) Remove Any Suspect Links or Poor Performing Content
You need to start with a
solid baseline – that may
mean reviewing your
history of backlinks.
If there’s anything
suspect there, do a
clean-up so that you can
start fresh.
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2) Integrate Your Digital Team = Natural Footprint
The best results come
from a centralised content
strategy.
This allows you to produce
great content and promote
it from all angles to a wider
audience - creating a
natural footprint that isn’t
just focused on links.
Content Strategy
Digital PR and Social Promotion
Content Production
Paid Amplification & Content Distribution
Reporting and Insight
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3) Build Your Audience & Give Them a Reason to Come Back
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4) Build Data Driven Brand Assets
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5) Give Exclusive Content
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6) Make it Win Win
This is how much traffic we
generated from content
placed on Mashable!
For Mashable:
Traffic = Impressions =
Cash
Give them the best
content you can and they
won’t be able to wait until
you come back!
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7) Build Human Engagement (Co-Citations are Natural)
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8) Avoid SEO Footprints - Check Anchor Text Distribution
Keep it brand focused and
natural.
“Other anchor text” is
under-rated, mix it up and
have a natural link spread
which links throughout
your domain, not just to
your homepage.
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9) Avoid Anything Paid/Guest/Sponsored
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Also be sure to check your
outbound links regularly
and fix any broken links
you may have.
10) Link Out to Other Influencers Naturally
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11) Aim for Good Topical Relevancy
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12) Promote for Local PR attention
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13) Create World Class Content to Justify the Placement
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14) Creativity Opens More Difficult Doors
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15) Published isn’t good enough - pitch to be the best!
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16) Target the Right Links, Not Volume
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What are the top
publishers within your
industry?
Target them, tailor your
approach specifically and
don’t worry about the rest!
17) Big link spikes are only natural if it’s PR - leverage it!
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To create the best content,
you need the best ideas!
Do you research on what
top content within your
sector looks like, and get
brainstorming.
Get away from your
screen, go for a walk – just
make sure you take a pen!
18) What type of content ranks, gets shares & attracts links
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19) Hire the best in your industry
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20) If all else fails, ask WWMCD? (what would Matt Cutts do)
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4
Next Step - Get Started!
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Kevin GibbonsManaging Director, BlueGlass
[email protected]@kevgibbo
Thank You for Listening!
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