SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics for 2017 and Beyond

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Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.

Marketing

LOW(er) RISK LINK BUILDING
for 2017 and beyond
@kirsty_hulse

WHAT I’LL
TALK ABOUT
Are links worth it?
Earning links+ with the
minimum effort and
maximum reward

@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

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

Kirsty’s Arbitrary Graph
Effort
Loads
Little
Reward

Multiple metrics
Did 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

(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

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

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

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

4
2
1
14
10
16
EXPERT
ENDORSEMENT
INCREASES
REPLIES
NUMBER OF RESPONSES

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

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

• 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…

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