link building: the best marketing strategy you've never heard of

Link BuildingLink Building

The Best Marketing Strategy The Best Marketing Strategy

You’ve Never Heard OfYou’ve Never Heard Of

Alison GrovesAlison GrovesProduct CoordinatorProduct Coordinator

Raven Internet Marketing ToolsRaven Internet Marketing Toolsalison@raventools.com

@RavenAlison@RavenAlison

Link wha?!Link building: Acquiring links from other websites to boost your online presence and search engine rankings.

No. Seriously Alison. Link wha?!

4

A case study.

In cupcakes. Obviously.

5

The Conversation....

Jana: Ok, Alison, do you have any ideas on how we can help spread the word a bit more about the bakery?

Me: Oh, well you should be link building above anything else.

Jana: [crickets]

Me: Ok, let me break it down for you…

6

Link building in three easy steps!

7

Step 1: ResearchWhat is a relevant website, and how

do I find it?

8

What would be relevant for mardysmunchies.com?

Local food blogsParty planning/wedding coordinatorsMommy bloggers?Local “alternative” newspaper sites

9

Find websites you like, know, and trust.

Then, connect the dots....

10

#1: Ask Papa GoogleDo a simple Google search.

Take it a step further and add a site operator.(keyword-site:domain.com)

Remember, Google has blog search too! (google.com/blogsearch)

11

#2: Facebook searchIt’s a search engine too. And a social one at that!

12

#3: The web catalog is your friend*.

MajesticSEO, SEOmoz, Raven Tools.

*Alison, remember to explain this.

13

Step 2: OutreachI’ve found relevant websites, now how do I get a mention?

14

15

What could Mardy’s Munchies do?

Curate a “best of” desert sampler, use the research to find the best websites to contact, then reach out and ask if the site owner would like to review a box of goodies.

16

Even in outreach, there are rules.

17

#1: BE GENUINE.Tell your story.

18

#2: Don’t immediately go in for the kill.

Build those relationships!

19

You: But....Alison! Relationships are hard!!!

Me: Not with social media they ain’t!

20

Social Mention

21

Twitter lists

22

Rapportive

23

Step 3: Follow upSo you’ve built some great

relationships and links!Now what?!

24

Keep those relationships going!

Get a blog mention? Comment on it!Get website mention? Share on social networks!Have a physical property? Display the mention!

25

But back to that case study....if I was Mardy’s Munchies, I would:

•Add the mention to my home page.

•Talk about the mention in social media.

•Hand out flyers with deliveries talking about the mention.

•SHARE THE LOVE.

26

BUT! You gotta keep it organized,

yo.

27

Hang onto this data, or be sad

forever...✴ Date of first outreach✴ Date of follow up✴ Type of link you’re working on/acquired

(Comment? Guest blog post?)✴ Domain for the site✴ Website owner’s contact info: email, social

media, etc.✴ Conversation notes

28

And keep the cycle going!

Follow up leads to more research, which leads to more outreach. Wash. Rinse. Repeat.

29

Ok, cool story. But what does this accomplish?

Mentions, or links =

exposure*

*And exposure = cash money.

30

Slides: http://slideshare.com/raventools

Presentation guide: http://raventools.com/link-building-basics-

introduction/

Alison GrovesProduct Coordinator

Raven Internet Marketing Toolsalison@raventools.com

@RavenAlison