Managing Complex Link Building Campaigns

http://dejanseo.com.au

Chapter One Lovely Shades of Grey

You

Competitor

Competitor

Competitor

High Risk

Low Risk

You

Competitor

Competitor

Competitor

You

Competitor

Competitor

Competitor

Content is King!

Do what’s best for the user!

Right guys...?

You

Competitor

Competitor

Competitor

Content is King!

Do what’s best for the user!

Right guys...?

I have a blog network

I spam .edu forums

I buy expired domains

You Competitor

Competitor

Competitor

What to do?

Chapter Two

Research

Research Stage Backlink Profile Assessment

Negative Impact

} Positive Impact

} Filtered }

Research Stage Defining Top Liabilities

Negative Impact

}

Delete

Correct

Move

Positive Impact

} Linkworthy

Assets

Linkworthy Assets

Linkworthy Assets

Research Stage Define Linkworthy Assets

Linkworthy Assets

Linkworthy Assets

Linkworthy Assets

Research Stage Multiply Linkworthy Assets

x2 Or maybe 3

Research Stage Assets & Relationships

Offline Content Relationships Data

Realistic Competitors

} Research Stage

Competitive Analysis

YOU

Unrealistic Competitors

}

Software Link Analysis Initial Parameters (e.g. Keyword, URL)

Crawling & Recording Quality Parameters

Filtering and Sorting of Data

Relevance Dampening

Competitor Backlinks

} Research Stage

Quantitative Link Analysis

{ Total Backlinks (15) Shared (8)

{ Unique Backlinks (7)

Research Stage Qualitative Link Analysis

{ Unique Backlinks (7)

{ mR/mT/ACRank/PR

Research Stage Competitive Analysis: Likelihood Assessment

{ Link Value

Likelihood

{ Target Score {

Research Stage Phrase Targeting Methodology

{ Ranking Phrases

Non-Ranking Phrases

{ Google Webmaster Tools / Analytics

Google Keyword Tool

Research Stage Phrase Targeting Methodology

{ Ranking Phrases Google Webmaster Tools / Analytics

Impressions CTR Position Clicks

Research Stage Phrase Targeting Methodology

Position CTR When Impressions then and Clicks equals

Research Stage Phrase Targeting Methodology

Current Clicks

Scenario Clicks

Conversion Rate (%)

Goal Value ($)

Research Stage Phrase Targeting Methodology: Sort By Potential

CR % GV $

Research Stage Phrase Targeting Methodology: Sort By Potential

Non-Ranking Phrases

{

Google Keyword Tool Data

dejanseo.com.au/potential

Chapter Three Getting Organised

Getting Organised Allocation of Hours & Resources

URL

URL

URL

URL

URL

URL

URL

30% links

20% links

15% links

5% links

2% links

Optional

Optional

Phrase Page # of Links

Getting Organised Phrase Targeting Methodology: Phrase Variations

URL

Phrase Variation Phrase Variation Phrase Variation

Getting Organised Content Development Process

Getting Organised Schedule of Activities

March

Fix Incorrect Links Generate Linkbait

February

Relationship Links Start Guest Blogging

January

Relationship Research Industry Directories

Getting Organised Automating Manual Tasks

Getting Organised Recording Link Opportunities

Link Building Software

Chapter Four

People

Link Building Styles Manual Link Research Paths

Diverging Path Regressive Path Stage Analysis Linear Path

Interrupted Cumulative Hybrid

The Toolbar

Girls.

Boys.

University Degree in English Language & Literature

Speaks French, Spanish &

Greek

Interpreter for a local bank

Soprano in an award-winning

choir

Ex-ballerina. Loves dance,

music & travel

Writing, Media Literacy, Science

& Technology

Part-time educator & journalist

Interest in teaching

methodologies

Active in conferences &

summits

Know Your People. } In Common

Unique

} } Unique

Understanding Personas.

Quantity

Weak Record Keeping

Loves ‘Shortcuts’

Time-Efficient

Fierce Negotiator

Quality

Strong Record Keeping

Thorough Research

Time-Poor

Patient Negotiator

Potential Problems }

} Key Strengths

Smaller Groups. Team Leaders.

Coaching & Feedback.

Celebrate Success.

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