Link building involves acquiring links from other websites to boost online presence and search engine rankings. It is done through a three step process: 1) Researching relevant websites, 2) Outreach to get mentions or links, 3) Follow up to maintain relationships. The case study focuses on a bakery using link building by curating product samples and building relationships through social media to acquire links from food blogs and local sites. Maintaining organized records of outreach is important for an effective ongoing link building strategy. Links lead to more exposure online which increases business.

1. Link Building
The Best Marketing Strategy
You’ve Never Heard Of
Alison Groves
Product Coordinator
Raven Internet Marketing Tools
alison@raventools.com
@RavenAlison

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

3. No. Seriously Alison.
Link wha?!

4. A case study.
In cupcakes. Obviously.
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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…
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6. Link building in three easy steps!
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7. Step 1: Research
What is a relevant website, and how
do I find it?
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8. What would be relevant for
mardysmunchies.com?
Local food blogs
Party planning/wedding coordinators
Mommy bloggers?
Local “alternative” newspaper sites
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9. Find websites you like, know, and trust.
Then, connect the dots....
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10. #1: Ask Papa Google
Do 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)
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11. #2: Facebook search
It’s a search engine too.
And a social one at that!
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12. #3: The web catalog is your friend*.
MajesticSEO, SEOmoz, Raven Tools.
*Alison, remember to explain this.
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13. Step 2: Outreach
I’ve found relevant websites,
now how do I get a mention?
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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.
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16. Even in outreach,
there are rules.
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17. #1: BE GENUINE.
Tell your story.
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18. #2: Don’t immediately go in for
the kill.
Build those relationships!
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19. You: But....Alison! Relationships are hard!!!
Me: Not with social media they ain’t!
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20. Social Mention
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21. Twitter lists
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22. Rapportive
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23. Step 3: Follow up
So you’ve built some great
relationships and links!
Now what?!
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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!
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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.
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26. BUT! You gotta keep
it organized, yo.
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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
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28. And keep the cycle going!
Follow up leads to more research,
which leads to more outreach.
Wash. Rinse. Repeat.
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29. Ok, cool story. But what
does this accomplish?
Mentions, or links
=
exposure*
*And exposure = cash money.
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30. Alison Groves
Product Coordinator
Raven Internet Marketing Tools
alison@raventools.com
@RavenAlison
Slides: http://slideshare.com/raventools
Presentation guide: http://raventools.com/link-building-basics-introduction/
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