Presentation at SES London 2013 on content marketing to naturally acquire high-quality links

1. How to Earn Visibility & Links with Content
SES London

3. http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content

4. “Content marketing” Growth vs. Penguin updates:
Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/

6. Google hates this kind of link building

7. Google has more signals on quality than ever

9. Your bounce rates (back to SERPs)

10. Referring traffic from links

11. Referring traffic from social shares

12. Your writers’ authority & influence

13. Your brand’s reputation

14. Correlation shows social has great data –
but don’t give up on links yet!
http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/

16. Re-educating clients on quality vs. quantity
is hard!
2011 Link Building Monthly Report: 2013 Link Building Report:

17. You need quality, method & patience to pay off

21. Be remarkable…
http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html

22. Be insightful…

23. Be first…
http://www.blueglass.com/blog/google-ad-rules/

24. Be creative…
www.airbnb.com/annual/

25. Be creative…

26. Be useful…
http://www.vouchercodes.co.uk/most-wanted/

27. Be useful…

28. Be unique…
http://wish.co.uk/

29. Be unique…

30. Be agile…

31. Be quick…

32. Be prepared to adapt!

33. For best outreach results, you need an audience –
social media = likes/shares/retweets, but rarely links

35. 1) Educate your client/boss to focus on the end
result & be prepared to learn along the way

36. 2) Your publish button is your biggest link
building weapon

37. Useful outreach metric: average links per post

38. 3) Send Google brand signals they can’t ignore
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

39. (or just make your brand the market leading keyword!)

40. 4) Your outreach placements generate natural
links & co-citations themselves