f%$#! link building. content marketing ftw
DESCRIPTION
Rand Fishkin's presentation from London Linklove 2012TRANSCRIPT
![Page 1: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/1.jpg)
F#$%! Link Building.
Content Marketing FTW.
Rand Fishkin | CEO
http://bit.ly/mozcontent2012
![Page 2: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/2.jpg)
Classic Link Building
![Page 3: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/3.jpg)
Discover Link Opportunities
http://www.seomoz.org/labs/link-finder/index.php
![Page 4: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/4.jpg)
Brainstorm Acquisition Tactics
Travelpod built an embeddable quiz that universities use… What can I do to get .edu links?
![Page 5: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/5.jpg)
Pound Head Against Wall
Feel free to use this high quality link acquisition email. Effectiveness not guaranteed
![Page 6: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/6.jpg)
Keep Pounding
test
But, I really
want a link!
![Page 7: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/7.jpg)
Damage Brain
Manual link building has a surprising amount in common with stuffing crayons up one’s nose.
![Page 8: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/8.jpg)
Earn Links… Painfully
1-2 links per hour of link building is fairly common, particularly if you don’t have a great site to work from.
![Page 9: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/9.jpg)
Give In to the Dark Side
http://www.bloggingtips.com/2012/03/22/link-authority-review-the-next-buildmyrank-alternative/
![Page 10: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/10.jpg)
Buy Some Links
Always a fun time: http://fiverr.com/gigs/search?query=links
![Page 11: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/11.jpg)
Go Overboard
Once you’ve gone to “supreme link pyramid elite,” you know you’re desperate. http://www.wickedfire.com/links-seo/154095-supreme-all-one-seo-solution-only-28-proven-results-dominate-google.html
![Page 12: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/12.jpg)
Get Burned
http://www.seomoz.org/blog/unnatural-link-warnings-blog-networks-advice
![Page 13: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/13.jpg)
Retreat and Try Again
BTW – If you need a simple meme generator: http://imgflip.com/memegenerator is pretty solid
![Page 14: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/14.jpg)
Why Links Are in Danger
![Page 15: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/15.jpg)
Links Were Never Really Votes
Search engines found links useful as a proxy, but most of those linking on the web don’t intend to contribute to the link graph.
Does the author mean
to endorse this page?
Does he mean to say it
should rank better for
“a very similar thing?”
![Page 16: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/16.jpg)
The Algo Wasn’t Intended to Benefit Marketers
http://marketingland.com/is-googles-over-optimization-penalty-its-jump-the-shark-moment-in-web-search-8633
![Page 17: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/17.jpg)
But SEOs Are Better at Links than Everyone Else
And worse at karaoke… via http://www.distilled.net/jobs/seattle/search-marketers/
![Page 18: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/18.jpg)
WebSpam Struggles to Keep Up
http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo
![Page 19: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/19.jpg)
Sharing on the Web Has Evolved
http://www.seomoz.org/blog/21-tips-to-earn-links-and-tweets-to-your-blog-post
It used to be that
the “Linkerati”
controlled the
web’s sharing.
![Page 20: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/20.jpg)
Today, the “Linkerati” are a Far Bigger Group
Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)
![Page 21: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/21.jpg)
Google’s Clearly Trying to Move Beyond Links
Via http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
Individual link
metrics have lower
correlation over
time, while social
signals rise.
![Page 22: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/22.jpg)
Many Links are a Thorn in Search Engines’ Side
An enlightening example of spammer mentality: https://www.google.com/search?q=build+my+rank+alternatives
![Page 23: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/23.jpg)
Tactical SEO
![Page 24: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/24.jpg)
I Want to Rank Higher For This Query
https://www.google.com/search?q=custom+kitchen+knives
Ranking here
will bring me
more customers
![Page 25: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/25.jpg)
Decision Time
Option A sounds like a lot of work…
OPTION A:
Create lots of great content, start
a blog, shoot some videos, build
up a community via social
networks, participate in forums,
try to earn some press…
OPTION B:
Point some @#$%ing
links at my page.
![Page 26: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/26.jpg)
Most SEOs Make the Obvious Choice
Option B can certainly work.
YEE-HAW LINKS!!
![Page 27: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/27.jpg)
Strategic Marketing
![Page 28: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/28.jpg)
What Really Matters to a Business on the Web?
Paid forms of acquisition are easier to measure, optimize and invest in. Management’s comfortable with them.
The engines/platforms make it easy to buy them. Why wouldn’t you use paid acquisition?
Competitors Tactics:
Paid Search
Banners & Display Ads
Brand Advertising
Television, Radio & Print Media
Contextual Ads
Avg Cost of Acquisition:
$95.00
$150.00
$Unknown
$180.00
$115.00
![Page 29: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/29.jpg)
What Really Matters to a Business on the Web?
If you invest in inbound tactics, your cost of custom acquisition can be dramatically lower than the competition’s
“Inbound” Tactics
Organic Search
Social Media Marketing
Blogs & RSS
Community / Forum Participation
Video Content
Avg Cost of Acquisition:
$15.00
$35.00
$60.00
$20.00
$70.00
![Page 30: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/30.jpg)
What Really Matters to a Business on the Web?
Thanks to Cascadia Capital for the chart: http://www.cascadiacapital.com/
COCA / CLTV = This
Ratio. Strength here
means you have more
to invest in every other
part of the business.
![Page 31: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/31.jpg)
Decision Time
This time, Option A looks a lot more appealing.
OPTION A:
Content + SEO + Social +
Community + Press
OPTION B:
Point some @#$%ing
links at the page.
Which one of these truly
results in lower COCA?
![Page 32: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/32.jpg)
Five Reasons I Invest in
Content vs. Links
![Page 33: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/33.jpg)
#1: I Want to Invest in Multiple Channels at Once
Content, by its very nature, creates multi-channel marketing opportunities and wins.
Higher
Conversion Rate
More Brand
Visibility
Stronger Social
FollowingHigher Organic
Search Rankings
More Direct &
Bookmarking TrafficMore Referring
Links
More Long
Tail SEO
Bigger Fanbase &
Community
CONTENT!
![Page 34: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/34.jpg)
#2: I Want to Be Proud of My Work
Am I making the Internet a better place?
![Page 35: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/35.jpg)
#3: I Want Strategies that Last No Matter What
I want marketing that will last even if Siri replaces Google, social replaces search, apps replace the web, etc. (note: I don’t actually believe any of those things will happen, but I do like to be prepared)
If this is the future, I
better build a memorable
brand that has positive
signals of every kind.
![Page 36: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/36.jpg)
#3: I Want Strategies that Last No Matter What
Who knows, maybe DDG is really on to something: http://duckduckgo.com/traffic.html
![Page 37: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/37.jpg)
#4: Content Builds Links While I Sleep
https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
Virtually every link here is
editorially-given because
of content we’ve produced
![Page 38: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/38.jpg)
#5: Content Builds Brand Loyalty & Trust
http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
![Page 39: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/39.jpg)
OK. What Content Should I
Make?
![Page 40: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/40.jpg)
Don’t Limit Yourself to Content About Your Subject
http://www.theofficesuppliessupermarket.com/blog
This blog might work for
them, but IMO, it’s far too
topically specific and not
“interesting” enough to be
consistently share-worthy.
![Page 41: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/41.jpg)
Discover What Your Audience Shares
Three tools: http://followerwonk.com, http://topsy.com, and Google’s Discussion Search
![Page 42: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/42.jpg)
Brand Your Content to Align with Your Business/Products
Fiskars Scissors (fiskars.com) runs the amazing Fiskateers blog (http://www.fiskateers.com/); a great example of alignment.
Though, for SEO, I wish they’d gone with fiskars.com/fiskateers or fiskars.com/blog
![Page 43: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/43.jpg)
Or Brand Your Product to Align with Your Content?
This is basically what we did at SEOmoz – created a product that fit with the content + audience we’d built
Coudal Partners is a
fascinating example of this.
![Page 44: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/44.jpg)
Remember, Content Can Mean:
The “content” you produce and market can be much more than just a blog (though blogs are pretty awesome at this)
Actual Content Community Products Platform/Data
![Page 45: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/45.jpg)
10 PRO Tips to Do
Content Marketing Right
![Page 46: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/46.jpg)
#1: Dollar Shave Club’s Video Launch
http://www.dollarshaveclub.com/
Expose everyone to your
great content; don’t hide it.
![Page 47: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/47.jpg)
#2: Every Time Zone Visualized
http://everytimezone.com/
Suggest links! And
make it painless.
![Page 48: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/48.jpg)
#3: FeeFighters’ Brilliant Blog
A smart move from http://feefighters.com/blog/
Make your tagline give you
great anchor text
![Page 49: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/49.jpg)
#4: The Economist’s Graphics Blog
Choosing a linkbaity content style is a smart move: http://www.economist.com/blogs/graphicdetail
Hmm… I wonder if a blog
all about charts & graphs
will get lots of links and
embeds?
![Page 50: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/50.jpg)
#5: Zemanta’s Blog Links Tools
Try out the demo here: http://www.zemanta.com/demo/ (no, I’m not affiliated with them in any way)
Puts your images and content in front of
800K+ bloggers while they’re writing
![Page 51: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/51.jpg)
#6: Twitter Stories
Unique visualizations make for remarkable share-ability: http://stories.twitter.com/
This is basically just
content curation +
unique design
![Page 52: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/52.jpg)
#7: Slate’s Partnership with Q+A Site Quora
Description of the partnership here: http://www.quora.com/blog/Quora-Partners-with-Slate
Emerging content platforms
desperately need visibility and
monetization; you need
content. Make it work!
![Page 53: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/53.jpg)
#8: Koozai’s Viral Blog Post Via Google News
Via http://www.koozai.com/blog/search-marketing/are-ebooks-the-new-content-farms-2901/
It’s naturally assumed great content will fall flat without link building. However this post had no outreach but journalists and authors found it on Google News and linked to it, which sparked a debate that got us 473 backlinks from 106 domains (without doing outreach).
- Mike Essex, Koozai
Use every weapon in the arsenal – News, Video Rich Snippets, Rel Author, Schema, etc.
![Page 54: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/54.jpg)
#9: See Jane Work: Demographically Targeted Office Supplies
Harnessing the power of an already-united group can yield tremendous results
![Page 55: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/55.jpg)
#10:
http://www.time.com/time/specials/packages/article/0,28804,2107952_2107953_2109626,00.html
This strategy, which I’m calling “pridebait,” is just
cheating.
Even more effective? Nominating/mentioning those who have HUGE
social followings.
![Page 56: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/56.jpg)
#10:
http://www.time.com/time/specials/packages/article/0,28804,2107952_2107953_2109626,00.html
This strategy, which I’m calling “pridebait,” is just
cheating.
Even more effective? Nominating/mentioning those who have HUGE
social followings.
![Page 57: F%$#! Link Building. Content Marketing FTW](https://reader035.vdocuments.site/reader035/viewer/2022062307/554bafd6b4c905ae618b5814/html5/thumbnails/57.jpg)
Rand Fishkin | CEO
http://bit.ly/mozcontent2012
@randfish
www.seomoz.org/blog