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The Habits that Land You Links #brightonseo 2014 by @staceycav
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Stacey MacNaught
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@staceycav's deck from #brightonseo on the habits that land you links.
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The Habits that Land You Links #brightonseo 2014 by @staceycav
1.
THE HABITS THAT
LAND YOU LINKS Stacey Cavanagh Tecmark #brightonseo
2.
I have a
confession… #brightonseo @staceycav
3.
I still love
links. #brightonseo @staceycav
4.
Despite potential heartbreak… #brightonseo @staceycav
5.
#brightonseo @staceycav
6.
#brightonseo @staceycav We still
need links. https://www.youtube.com/watch?v=NCY30WhI2og
7.
No more cheating. #brightonseo
@staceycav
8.
It’s about doing
stuff that lands links #brightonseo @staceycav
9.
Producing awesome stuff #brightonseo
@staceycav
10.
Doing awesome stuff #brightonseo
@staceycav
11.
Being generally awesome #brightonseo
@staceycav
12.
And being real. #brightonseo
@staceycav
13.
None of this
is new information #brightonseo @staceycav
14.
#brightonseo @staceycav But it’s
all easier said than done.
15.
And harder to
scale than… #brightonseo @staceycav
16.
#brightonseo @staceycav
17.
#brightonseo @staceycav
18.
#brightonseo @staceycav
19.
There’s no magic
formula #brightonseo @staceycav
20.
But, you can
start by building good habits. #brightonseo @staceycav
21.
In 3 key
areas… #brightonseo @staceycav
22.
1. IDEATION #brightonseo @staceycav
23.
Content marketing demands
a seemingly endless stream of good ideas. #brightonseo @staceycav
24.
#brightonseo @staceycav
25.
We needed an
efficient means of ideas generation #brightonseo @staceycav
26.
Where do you
look for inspiration on efficiency? #brightonseo @staceycav
27.
#brightonseo @staceycav
28.
Efficiency at its
best. #brightonseo @staceycav
29.
#brightonseo @staceycav Introducing Bernd
Rohrbach
30.
#brightonseo @staceycav 108 ideas
in 30 minutes
31.
#brightonseo @staceycav 6-3-5 method
of brainwriting http://blogsession.co.uk/2014/03/635-method-brainwriting/
32.
#brightonseo @staceycav You need
6 people
33.
#brightonseo @staceycav A simple
worksheet goo.gl/1ZuiGN
34.
#brightonseo @staceycav 30 minutes
35.
#brightonseo @staceycav Start with
a Problem statement
36.
#brightonseo @staceycav 5 minutes.
3 ideas each
37.
#brightonseo @staceycav Pass worksheets
to the left
38.
#brightonseo @staceycav Write 3
ideas inspired by the 3 you’ve been handed
39.
#brightonseo @staceycav Lather. Rinse.
Repeat
40.
#brightonseo @staceycav That’s 108
ideas in 30 minutes
41.
#brightonseo @staceycav This isn’t
INSTEAD of other methods
42.
#brightonseo @staceycav It’s AS
WELL as…
43.
#brightonseo @staceycav Verbal brainstorming
44.
#brightonseo @staceycav Crowdsourcing ideas.
45.
#brightonseo @staceycav Solo ideation
sessions
46.
#brightonseo @staceycav Differentiate between
ideas generation and concept development
47.
#brightonseo @staceycav Lots of
ideas may only result in a couple of concepts
48.
#brightonseo @staceycav And that’s
ok!
49.
#brightonseo @staceycav NUF testing
is a great way to narrow a long list of ideas down! http://creatingminds.org/tools/nuf_test.htm
50.
#brightonseo @staceycav Seek impartial
feedback
51.
#brightonseo @staceycav Ideation Tools
52.
#brightonseo @staceycav
53.
#brightonseo @staceycav
54.
#brightonseo @staceycav
55.
#brightonseo @staceycav http://simitator.com/generator/twitter
56.
#brightonseo @staceycav Generate “Tweets” based
on your ideas and split test them here (free)…
57.
#brightonseo @staceycav
58.
#brightonseo @staceycav 2. ASSET
GENERATION (or collation)
59.
#brightonseo @staceycav Thorough audits
of existing assets
60.
#brightonseo @staceycav
61.
#brightonseo @staceycav Do this
in person
62.
#brightonseo @staceycav We got
into the habit of asking our clients for images
63.
#brightonseo @staceycav Loads of
Images
64.
#brightonseo @staceycav Hint: They
don’t have to be phenomenal ones!
65.
#brightonseo @staceycav Image link
attribution building isn’t new
66.
#brightonseo @staceycav But it
is effective
67.
#brightonseo @staceycav
68.
#brightonseo @staceycav
69.
#brightonseo @staceycav
70.
#brightonseo @staceycav Share images
on Flickr under Creative Commons
71.
#brightonseo @staceycav And tell
people how to attribute
72.
#brightonseo @staceycav SEO for
Images on Flickr
73.
#brightonseo @staceycav
74.
#brightonseo @staceycav
75.
#brightonseo @staceycav Get into
the habit of regular reclamation sessions
76.
#brightonseo @staceycav
77.
#brightonseo @staceycav
78.
#brightonseo @staceycav Get really
good at tactics that can be applied cross niche
79.
#brightonseo @staceycav Like creating
stories from surveys
80.
#brightonseo @staceycav
81.
#brightonseo @staceycav Content curation
is a cross niche tactic
82.
#brightonseo @staceycav http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
83.
#brightonseo @staceycav http://moz.com/google-algorithm-change
84.
#brightonseo @staceycav http://moz.com/google-algorithm-change
85.
#brightonseo @staceycav http://moz.com/google-algorithm-change
86.
#brightonseo @staceycav http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen <<< Speak
to @aleyda!
87.
#brightonseo @staceycav Get into
the mindset of considering offline content
88.
#brightonseo @staceycav Sometimes, linkworthy content
is a chair made out of scrap car parts.
89.
#brightonseo @staceycav
90.
#brightonseo @staceycav
91.
#brightonseo @staceycav User Student
generated offline content… http://www.dronsfields.com/auction/
92.
#brightonseo @staceycav Work closely
with clients’ other departments to think bigger and bolder with more benefits than “SEO”
93.
#brightonseo @staceycav Work closely
with other organisations to cut costs and share benefits
94.
#brightonseo @staceycav Do something
real.
95.
#brightonseo @staceycav It results
in coverage
96.
#brightonseo @staceycav And coverage
results in links.
97.
#brightonseo @staceycav
98.
#brightonseo @staceycav
99.
#brightonseo @staceycav
100.
#brightonseo @staceycav Collaborate. Think
bigger. Think offlin-er.
101.
#brightonseo @staceycav 3. OUTREACH
102.
#brightonseo @staceycav Build your
little black book
103.
#brightonseo @staceycav Start on
day 1
104.
#brightonseo @staceycav With a
contacts audit.
105.
#brightonseo @staceycav You’ll need
an evolving list of journalists/bloggers/ot her relevant contacts
106.
#brightonseo @staceycav You’ll need
excellent monitoring tools.
107.
#brightonseo @staceycav
108.
#brightonseo @staceycav
109.
#brightonseo @staceycav
110.
#brightonseo @staceycav I use
Buzzstream to manage this list.
111.
#brightonseo @staceycav Find more
journalists and opportunities
112.
#brightonseo @staceycav
113.
#brightonseo @staceycav
114.
#brightonseo @staceycav
115.
#brightonseo @staceycav Read these
(repeatedly)
116.
#brightonseo @staceycav
117.
#brightonseo @staceycav Apply the
principles in your outreach
118.
#brightonseo @staceycav Particularly pay
attention to the reciprocity rule
119.
#brightonseo @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
120.
#brightonseo @staceycav I say
it a lot, I know.
121.
#brightonseo @staceycav And I
sound like my Nan.
122.
#brightonseo @staceycav But this
guy…
123.
#brightonseo @staceycav Is doing
it better than this guy
124.
#brightonseo @staceycav Pick up
the phone.
125.
#brightonseo @staceycav Send handwritten
letters.
126.
#brightonseo @staceycav Yes, really…
127.
#brightonseo @staceycav Response rates
depend on project, audience and approach, of course
128.
#brightonseo @staceycav But allow
me to share some (very unscientific) analysis…
129.
#brightonseo @staceycav NOTE: Small
sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just one event centric project.
130.
#brightonseo @staceycav Step back
in time. Good old fashioned communications are disruptive.
131.
#brightonseo @staceycav Thank you stacey.cavanagh@tecmark.co.uk GET
IN TOUCH @staceycav https://plus.google.com/+StaceyCavanagh
132.
#brightonseo @staceycav Images • http://www.motaen.com/wallpapers/view/id/988 •
http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/ • http://www.hdwallpapers.in/ • https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG • http://www.recitethis.com • http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html • http://www.redbullstratos.com/ • http://www.wallconvert.com/search/funny/ • http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg • https://www.youtube.com/watch?v=3WcyFf6JPSI • Disney/Reuters • http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2 • http://www.makeameme.org • http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html • http://friends.wikia.com/wiki/Category:Episode_Stills • http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/ • http://athousandthreads.files.wordpress.com/2011/08/searching.jpg • http://www.operationworld.org/country/germ/owtext.html • http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html • http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/ • http://culturacolectiva.com/10-libros-para-10-momentos-distintos/ • http://nicholasdraney.com/blog/blog/2012/01/30/boxing/ • http://ondalys.fr/en/references/ • http://www.telemobile.ro/download/light-bulb-c-15983.html • http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html • https://www.flickr.com/photos/hannahdonovan/5901011862/ • https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg • https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG • http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg • https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG • https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg
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