SLC Mozcation From the Trenches, Real Life Examples of Stuff That Works

From the Trenches, Real Life Examples of Stuff That Works

Chris Bennett
view online at: bit.ly/97mozcation
97th Floor
June 29th, 2011 @chrisbennett #mozcation
Wednesday, June 29, 2011

Quick Wins = Happy Client


Quick Wins

• Revenue, forget about rankings. This is what
shareholders and decision makers care
about.
• This is why you lose clients

Find areas you can increase revenue asap. While Raynor Surf is rebuilding website they are cranking out sales on
Craigslist. Share Holders don’t care about rankings they care about revenue.


Know Your Anchor Text Ratios

Look at your competitors out ranking you, both their homepage and the actual page ranking for the word you are
analyzing and ﬁgure out the medium ratio for anchor text vs. non anchor text links.


You want more Brand and natural anchor text than keyword rich anchor text. Example keyword “Engagement Rings”


Stagnant Rankings?

Stagnant? Sitting at the 6-12 spot and not budging? Most likely from over anchor text optimization. The new +30


Fluctuating Rankings?

If your rankings are jumpy and ﬂuctuating, you are most likely relying too much on blog links and or article spinning.
Shortly after your inﬂux of blog links the blog posts move deeper and lose juice/page rank thus your link is further
from the homepage and loses some juice as well. Get links on pages that will always have good exposure.


Did Panda Steal Your
Links?

Everyone is talking about their thin content and indexation with the Panda/Farmer Update. But what if you built a lot
of links on sites with thin content and pages? Those links no longer exist in Googles algo.


Article Spinning

Helps no one, maybe works short term but will never sustain especially not in the top spots for competitive phrases.


Don’t Settle for Crappy
Content

Hey I ﬁgured out if you “Save As”
a .doc to a .png you got an
Infographic.


Don’t give up too easy
on promo

Try try again. If you didn’t get the trafﬁc or links you needed try other places, retry places and people.
Stumbleupon.comads is a good place to start for some guaranteed exposure.


Infographics Still work extremely well. 80% content 20% promotion = success


Need a new graphic
Shortly after graphic launch

Repurposing the content

Infographics still work very well for backlink acquisition


What Makes a Good Graphic?

Good Data/Info
Complex Ideas
Aesthetically Pleasing

Topical
No False/Confusing Data

@chrisbennett

Complex info that would be boring as a text article. Layout is good which is very important given the topic.
Topic related to web dev have better chance of success cause it is targeting “creators” and “collectors” http://
www.formstack.com/the-anatomy-of-a-perfect-landing-page

You are the “Creator” you want to reach out to and target the “Collectors” which
will better your chance of getting in front of the “Spectators” and “Joiners” Source:
Near Complete Graphic coming soon to 97thﬂoor.com

Repurpose

Take good content that works and repurpose it and re promote that


Cut up your infographics and repurpose them as slide decks and re-promote. Take a
blog post that really worked and make a graphic to enhance it and re-promote. Take a
graphic or slide and animate it or add interactive properties and re-promote.

Beat a Dead Horse


Social Media Landscape Launched in 2010 = Extremley Successful
http://www.cmo.com/social-media/cmos-guide-social-media-landscape

Social Media Landscape Launched in 2011 = Rinse and Repeat
http://www.cmo.com/social-media/2011-cmos-guide-social-andscape

Relationships

• If you get a link from the best sites in your
industry why not get 2 or 3?

• Thank them for linking, comment on their
other stuff, follow them on Twitter keep you on
their mind. Next time you have a killer piece of
content you hit them up.


Relationships: Do you have friends?

Ask them if they know of other sites or blogs that would
like to have the same relationship you have with them.


SLC Mozcation From the Trenches, Real Life Examples of Stuff That Works

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SLC Mozcation From the Trenches, Real Life Examples of Stuff That Works