searchlove san diego 2017 | kirsty hulse | low(er) risk link building tactics for 2017 and beyond

LOW(er) RISK LINK BUILDING for 2017 and beyond

@kirsty_hulse

@kirsty_hulse

WHAT I’LL TALK ABOUT

Are links worth it?

Earning links+ with the minimum effort and maximum reward

@kirsty_hulse

ARE THEY

WORTH IT

DEPENDZ

@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

Actionable link building tactic

#1!ACTIONABLE LINK TACTIC

#1!

GET PRESIDENT’S DAUGHTER TO WEAR ITEM YOU STOCK

@kirsty_hulse

Keyword: Chokers (#14 to #4)Website: https://www.francescas.com/category/jewelry/necklaces/chokers.do (DA 61)

@kirsty_hulse

Number of ranking ‘choker’ keywords

Source: Linkdex

@kirsty_hulse

GETTINGLINKS IN 2017

HERO

HUB

HYGIENE

HERO

We think links are earned here and it’s causing us

problems

Kirsty’s Arbitrary GraphEffort

Loads

Little

Reward

TWO SOLUTIONS

Multiple metricsDid 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?

Expensive hero content can work really well

But it’s not our only option

(Here’s a picture of Da Vinci so I look smart)

Total campaign time and cost = 2 days

Average position for keyword group 9 to 5

Over 6000 social shares

We got some architects to draw up some designs for a structurally

sound, historically accurate pillow fort

In case you’re interested...

WHERE DO WE

GO WRONG

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

OUR IDEAS ARE A BIT MEH

GOOD IDEATRAPS

“We have X budget”

“Let’s do something for X day”

“Let’s create a data visualisation”

THINGS THAT

HELP ME

Take yourself to a new environment

Keep a notepad by your bed

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

reddit.com/r/Plumbing/

Already have ideas when you brainstorm

CLIENTS THAT SAY YES

PITCH SOMETHING INSANE

PITCH IDEAS USING QUESTIONS

GOOD, AFFORDABLE DATA

POLLFISH ARE AWESOME REALLY AWESOME

LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME

GIVE YOUR SURVEYS TO PEOPLE WHO CARE

EXPERT OPINION AND QUOTES

4 2 1

14 1016

EXPERT ENDORSEMENT INCREASES

REPLIESNUMBER OF RESPONSES

PAY JOURNALISTS!

(FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)

AMAZON NEW RELEASES IS A GOLDMINE

CITATIONS YAY

CITING THE SOURCE ISN’T ENOUGH

Highlight key stats in the release but link to the detail onsite

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

You’re gonna need friends

• 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…

Get Ivanka Trump to wear your product

Thank you!