Creating Workflows for Sustainable Link Building.pptx
1. Dixon Jones
Majestic
Creating Workflows for Sustainable Link Building
@Majestic @Dixon_Jones
Email: talk@majestic.com With “BrightonTalk” in the subject to get slides
5. 7 Super Practical Examples
1. The Really Low Hanging Fruit (404s)
2. The Internal Link Tricks
3. Original Insights & Research
4. Reference-able Content
5. Authoritative Content
6. Valuable Content
7. Data Driven Content
No Time!
TO SEE THE EXAMPLES Get the
whole deck:
Email: talk@majestic.com
With “BrightonTalk” in the subject
6. How many links is “Enough”?
• It’s not that simple of
course
• Links have wildly different
“strengths”
• Internal links affect the
strength
• But we CAN Estimate
page strength
Moz: Page Authority
Majestic: Citation Flow
Google: Page Rank
11. How many Links is “Enough”?
(Alternative Answer… Same Logic)
1(or even 0*)
* Nil suggests internal links to the target page from other pages on the site.
Links Still Matter!
15. Identifying the Relevant Influencers
• Tools
– Buzzsumo
– Clique Hunter
• Connection
– LinkedIn is Great
– Email is good
– Facebook is… OK
– Twitter is a stepping stone
– (Reddit? Forum? Many More)
16. Engage (Hardest bit to do right)
• Networking! It’s your chemistry, not the tools
– Beer, 1-1s, BUILD Trust, Be honest, be sincere.
• Tools… OK… I guess you want tools too
– Me: Infusionsoft, Sendible, Outlook
– (& for me Custom back end)
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21. Define the Digital Asset
• Actually – Content need NOT be king
• The best asset is a unique:
– idea
– Product
– Process?
Not “just” a URL
22. Prep the Launch. (This is Key)
• Prepare the announcement and send them a
Preview
• Tell them the link url and exact time of launch
• Remind them it is live.
23. What Will Your Next “Thing” Be?
• New…
• Authoritative…
• Reference-able…
• Unique…
• Yours…
• Valuable?
26. Why Links Still Matter
Why People
Share Content
Why People
Link To Content
To share entertaining content
To nourish relationships
To get the word out about causes
they care for
To share helpful and valuable
content
To be part of a tribe and define
themselves
As reference to support an article
To share authoritative content
including research and facts
To share valuable content such as
guides
To share New information
To share Data that Changes
27. Low Hanging Fruit (404s)
• Via Raw Log Files
• Or Google Search
Console
• Pages Tab on Majestic
or Moz or other tools
– (This way includes 404s
of Competitors)
28. The Internal Link Trick
• Find Underperforming
Pages
• Link (logically) to them
Internally
• Find Via:
– Rank checking
– Moz/Majestic Metrics
– Ratio of traffic : Search
Referrals on Logs
Thanks for taking the time to listen to me.
I want to start by following on from Fili’s viewpoint and then move on to a methodology I use for link building.
Given that Fili’s Mantra is “create awesomeness” one might ask, Do links still matter?
We should regularly ask this question, to check we are not wasting our time.
It also helps to get authoritative & third party confirmation of this. Eric Enge & Mark Traphagen.
We also tend to hang onto every word that Googlers say…
Earlier this month, Gary said this… which also plays to Fili’s main points. So I am going to look a little bit at why Gary said that and what we can do about it (if anything)
In doing so, I had to drop a whole bunch of examples of how to get links. So I have put these slides onto the end of this presentation. If you would like it, send an email.
OK – let’s go back to Gary’s point, that you cannot tell (or cannot easily tell) what links Google counts. Another way this concept surfaces is when people ask you “How many links is enough”. How many people have been asked this question?
I find this lego pyramid a good way to visualize the problem. If each 1X1 lego square is a page on the internet, the pages on the second row are MASSIVELY more influencial than the third row… and fourth etc.
But there are many less pages near the top of the pyramid that the bottom.
So how does that manifest itself? Well whilst you can use a massive algo to find the strength of a page, based on links, this does not necessary correlate to link counts!
Another way to visualise this…
But that is not the full story either… there is another problem for link builders in evaulauting what is a good link.
The “Right” influencer is not a web page!
The right influencers are > Extremely authoritative in your niche > What Malcom Gladwell terms Connectors (as opposed to Sales people or Mavens)... You are probably the Maven here… not the salesperson, btw.
We have already seen that the ranking page does NOT have to be the one getting the killer links! So this is GREAT! You do not need to get people to link to a page… they just need to engage with the idea that you are launching or announcing!
Shares happen quickly, people move on. Found recently that scheduled content performs far worse than immediate content. Maybe issue has passed or they already seen that article you scheduled for 2 days time.