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Link Building Metrics: Managing Projects and SEOs with Page One Power

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Link building is a challenge for all brands. Your strategy will vary depending on your goals, industry, and competition level, not to mention the skills of the individual link builder.

In this webinar, produced in partnership with Page One Power, Project Manager Cody Cahill, has the link building solutions you’ve been looking for.

Publié dans : Marketing
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Link Building Metrics: Managing Projects and SEOs with Page One Power

  1. 1. #SEJThinkTank @pageonepower Managing Link Building Teams & Campaigns with Cody Cahill
  2. 2. #SEJThinkTank @pageonepower ● Link Builder. ● Client Services. ● Project Manager. ● Department Head. ● Cubs fan since birth. CODY CAHILL
  3. 3. #SEJThinkTank @pageonepower POLL Question #1: What best describes your current role in SEO? ● In-House ● Agency ● Freelance ● Consultant
  4. 4. #SEJThinkTank @pageonepower How do you manage link building? 1. Establish Core Philosophies
  5. 5. #SEJThinkTank @pageonepower How do you manage link building? 2. Hire The Right People
  6. 6. #SEJThinkTank @pageonepower How do you manage link building? 3. Foster Client Relationships
  7. 7. #SEJThinkTank @pageonepower How do you manage link building? 4. Monitor & Manage Results
  8. 8. #SEJThinkTank @pageonepower Start with Philosophy
  9. 9. #SEJThinkTank @pageonepower Purpose drives GOALS. Philosophy defines PURPOSE.
  10. 10. #SEJThinkTank @pageonepower Are your values and goals aligned?
  11. 11. #SEJThinkTank @pageonepower Page One Power’s Philosophy Links represent value and connection online. We promote the value of our clients and create genuine connections.
  12. 12. #SEJThinkTank @pageonepower Page One Power’s Purpose Strategize and execute link campaigns designed to increase organic search traffic, with targeted emphasis on priority keyword themes.
  13. 13. How do we secure links? #SEJThinkTank @pageonepower Emphasize strategies and tactics that have lasting value.
  14. 14. 1. The site linking. 2. The site being linked. 3. The person who clicks the link. #SEJThinkTank @pageonepower Links should be valuable to:
  15. 15. No tricks, manipulation, or shortcuts #SEJThinkTank @pageonepower
  16. 16. #SEJThinkTank @pageonepower What do links achieve? Pass Authority Topical Keyword Signals Click Through Traffic Brand visibility
  17. 17. #SEJThinkTank @pageonepower POLL Question #2: Would you like to learn more about link building services from Page One Power? ● Yes ● Maybe, but I have a few questions. ● Not at this time.
  18. 18. #SEJThinkTank @pageonepower Managing Teams People are your core product. They’re responsible for all work produced.
  19. 19. #SEJThinkTank @pageonepower Managing a team of SEOs is difficult.
  20. 20. #SEJThinkTank @pageonepower 6 Personnel Considerations: ● Hiring Talent ● Training ● Allocating Talent ● Staffing Fluctuations ● Retaining Talent ● Company Culture
  21. 21. #SEJThinkTank @pageonepower Traits to Hire For: ● Communication Skills ● Persuasiveness ● Intellectual curiosity ● Critical thinking ● Organization ● Independent BUT collaborative ● Motivation: “Sticktoitiveness”
  22. 22. #SEJThinkTank @pageonepower Formal training matters, but you can’t learn without doing.
  23. 23. #SEJThinkTank @pageonepower Allocating Talent to Campaigns: Match employees’ skillsets with tasks needed for campaign success. Personal interests matter.
  24. 24. #SEJThinkTank @pageonepower What if you lose a key employee? It will happen. Staffing Fluctuations
  25. 25. #SEJThinkTank @pageonepower What if you grow? Can you hire multiple new employees at once to meet demand? Staffing Fluctuations
  26. 26. #SEJThinkTank @pageonepower What about client turnover? How do you keep employees when you’re overstaffed? Staffing Fluctuations
  27. 27. #SEJThinkTank @pageonepower Employee Retention: Compensation is only a piece of the equation. Company Culture makes work worthwhile, drives retention.
  28. 28. #SEJThinkTank @pageonepower Managing Clients Transparency is key to trust. Trust doesn’t matter without great service.
  29. 29. #SEJThinkTank @pageonepower Managing Client Campaigns: Strategy development first. Are goals and expectations aligned and realistic?
  30. 30. #SEJThinkTank @pageonepower Strategy Assessment: a. Resources b. Goals c. Current Rankings d. Competition e. Niche Opportunity Campaign Assignment: a. Abilities b. Skills c. Personality & Interests d. Bandwidth
  31. 31. What resources do we have at our disposal? What type of content is on the site? Are there “Linkable assets”? Does the website provide the value needed for link building? #SEJThinkTank @pageonepower Strategy Assessment
  32. 32. Have we identified the right strategy? Are we diversifying our tactics? Do we have time necessary to execute the campaign effectively? #SEJThinkTank @pageonepower Strategy Assessment
  33. 33. Will the campaign be integrated with other initiatives? What are the benefits and obstacles the integration presents? Has this tactic been successful in the past? #SEJThinkTank @pageonepower Strategy Assessment
  34. 34. Do we have the right employee resources available to execute the strategy? Have we worked in this niche before? Which employees? Do we have any existing relationships that can be leveraged? #SEJThinkTank @pageonepower Campaign Assessment
  35. 35. Use proven metrics to objectively analyze performance. #SEJThinkTank @pageonepower Measuring Results Test new metrics constantly to measure future performance.
  36. 36. How successful is your team? How successful has a particular campaign been? How good are your employees at building links? #SEJThinkTank @pageonepower Measuring Results
  37. 37. Data isn’t the whole picture; it adds context. Don’t make decisions on data alone. #SEJThinkTank @pageonepower Measuring Results
  38. 38. #SEJThinkTank @pageonepower Metric Types: Qualitative And Quantitative
  39. 39. Authority ● Moz ● Majestic ● SEMRush ● Others #SEJThinkTank @pageonepower Qualitative Metrics Relevance Human Value (LQ Score?)
  40. 40. Don’t Chase (Only) Authority: #SEJThinkTank @pageonepower Many make the mistake of OVERemphasizing third party metrics
  41. 41. Balance metrics with common sense criteria: #SEJThinkTank @pageonepower ● Relevance ● Human Value
  42. 42. #SEJThinkTank @pageonepower Quantitative Metrics: a. Total links b. Time spent c. Sites found d. Emails sent e. Response rate
  43. 43. ● Photos sourced from UnSplash.com #SEJThinkTank @pageonepower Photo Credits
  44. 44. #SEJThinkTank @YourTwitterHandle Our designer will create a snazzy final slide with your name & the moderator’s name for the Q&A Session. It will look something like this: Final Slide

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