content marketing vs. link building: linklove boston 2012
Post on 08-May-2015
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F#$%! Link Building.
Content Marketing FTW.
Rand Fishkin | CEO
http://bit.ly/mozcontent2012boston
Classic Link Building
Discover Link Opportunities
http://www.seomoz.org/labs/link-finder/index.php
Brainstorm Acquisition Tactics
Travelpod built an embeddable quiz that universities use… What can I do to get .edu links?
Pound Head Against Wall
Feel free to use this high quality link acquisition email. Effectiveness not guaranteed
Keep Pounding
test
But, I really
want a link!
Damage Brain
Manual link building has a surprising amount in common with stuffing crayons up one’s nose.
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.
Give In to the Dark Side
http://www.bloggingtips.com/2012/03/22/link-authority-review-the-next-buildmyrank-alternative/
Buy Some Links
Always a fun time: http://fiverr.com/gigs/search?query=links
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
Get Burned
http://www.seomoz.org/blog/unnatural-link-warnings-blog-networks-advice
Retreat and Try Again
BTW – If you need a simple meme generator: http://imgflip.com/memegenerator is pretty solid
Why Links Are in Danger
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?”
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
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
WebSpam Struggles to Keep Up
http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo
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
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.
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.
Today, the “Linkerati” are a Far Bigger Group
Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)
Tactical SEO
I Want to Rank Higher For This Query
https://www.google.com/search?q=custom+kitchen+knives
Ranking here
will bring me
more customers
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.
Most SEOs Make the Obvious Choice
Option B can certainly work.
YEE-HAW LINKS!!
Strategic Marketing
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
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
$70.00
What Really Matters to a Business on the Web?
Thanks to Cascadia Capital for the chart: http://www.cascadiacapital.com/
COCA / CLTV = This
Ratio. Strength here
means you have more
to invest in every other
part of the business.
Decision Time
This time, Option A looks a lot more appealing.
OPTION A:
Content + SEO + Social +
Community + Press
OPTION B:
Point some @#$%ing
links at the page.
Which one of these truly
results in lower COCA?
Five Reasons I Invest in
Content vs. Links
#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!
#2: I Want to Be Proud of My Work
Am I making the Internet a better place?
#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.
#3: I Want Strategies that Last No Matter What
Who knows, maybe DDG is really on to something: http://duckduckgo.com/traffic.html
#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
#5: Content Builds Brand Loyalty & Trust
http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
OK. What Content Should I
Make?
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.
Discover What Your Audience Shares
Three tools: http://followerwonk.com, http://topsy.com, and Google’s Discussion Search
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
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.
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
After London, Lots of Blog
Posts Appeared…
And My Presentation’s Online
So, I Decided to
Change Things Up a Bit
Content Brainstorming &
Concepts for Your Websites
After Landing in Boston, I Tweeted:
My tweet
Gentlemen’s Hats from a Bygone Era
http://thefedorastore.com and http://fedoras.com
The Fedora Store
http://www.youtube.com/watch?v=mPKe9OfWs-M
We Need Some Content Branding
http://www.youtube.com/watch?v=mPKe9OfWs-M
The Infographic of Hats!
This - http://stuff.daviderickson.com/hats-infographic#comments – is the best I could find
The Infographic of Hats!
This - http://www.infographicsshowcase.com/trusting-beards-infographic/ - is what I’m talking about.
Online Hat-Selection Tool
This - http://www.millerhats.com/hatcare_index/hatfaces.html - is the best I could find
Rank Top Hat-Donning Social Media Participants
I used http://followerwonk.com, but you’ll also want to check blogs, Facebook, etc.
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
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.
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.
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.
Costumes Beyond Halloween
No domain given, so I’ll just work on the concepts. BTW – that Yodabot is awesome.
Analysis of Hollywood Costumes
http://clothesmonaut.wordpress.com/category/costume-analysis/ - buy this blog, or re-create it.
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.
Coverage of Non-Halloween Costume Events
http://www.flickr.com/search/?w=all&q=fremont+zombie&m=text – there’s tons of these.
The Best Part…
I Came Up With All of These
Between 5:30am-7:30am this
Morning.
Imagine What You Can Do
with Time, Effort and
A Full 8 Hours of Sleep
Rand Fishkin | CEO
http://bit.ly/mozcontent2012boston
@randfish
www.seomoz.org/blog
rand@seomoz.org
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