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Chapter One Lovely Shades of Grey
You
Competitor
Competitor
Competitor
High Risk
Low Risk
You
Competitor
Competitor
Competitor
You
Competitor
Competitor
Competitor
Content is King!
Do what’s best for the user!
Right guys...?
You
Competitor
Competitor
Competitor
Content is King!
Do what’s best for the user!
Right guys...?
I have a blog network
I spam .edu forums
I buy expired domains
You Competitor
Competitor
Competitor
What to do?
Chapter Two
Research
Research Stage Backlink Profile Assessment
Negative Impact
} Positive Impact
} Filtered }
Research Stage Defining Top Liabilities
Negative Impact
}
Delete
Correct
Move
Positive Impact
} Linkworthy
Assets
Linkworthy Assets
Linkworthy Assets
Research Stage Define Linkworthy Assets
Linkworthy Assets
Linkworthy Assets
Linkworthy Assets
Research Stage Multiply Linkworthy Assets
x2 Or maybe 3
Research Stage Assets & Relationships
Offline Content Relationships Data
Realistic Competitors
} Research Stage
Competitive Analysis
YOU
Unrealistic Competitors
}
Software Link Analysis Initial Parameters (e.g. Keyword, URL)
Crawling & Recording Quality Parameters
Filtering and Sorting of Data
Relevance Dampening
Competitor Backlinks
} Research Stage
Quantitative Link Analysis
{ Total Backlinks (15) Shared (8)
{ Unique Backlinks (7)
Research Stage Qualitative Link Analysis
{ Unique Backlinks (7)
{ mR/mT/ACRank/PR
Research Stage Competitive Analysis: Likelihood Assessment
{ Link Value
Likelihood
{ Target Score {
Research Stage Phrase Targeting Methodology
{ Ranking Phrases
Non-Ranking Phrases
{ Google Webmaster Tools / Analytics
Google Keyword Tool
Research Stage Phrase Targeting Methodology
{ Ranking Phrases Google Webmaster Tools / Analytics
Impressions CTR Position Clicks
Research Stage Phrase Targeting Methodology
Position CTR When Impressions then and Clicks equals
Research Stage Phrase Targeting Methodology
Current Clicks
Scenario Clicks
Conversion Rate (%)
Goal Value ($)
Research Stage Phrase Targeting Methodology: Sort By Potential
CR % GV $
Research Stage Phrase Targeting Methodology: Sort By Potential
Non-Ranking Phrases
{
Google Keyword Tool Data
dejanseo.com.au/potential
Chapter Three Getting Organised
Getting Organised Allocation of Hours & Resources
URL
URL
URL
URL
URL
URL
URL
30% links
20% links
15% links
5% links
2% links
Optional
Optional
Phrase Page # of Links
Getting Organised Phrase Targeting Methodology: Phrase Variations
URL
Phrase Variation Phrase Variation Phrase Variation
Getting Organised Content Development Process
Getting Organised Schedule of Activities
March
Fix Incorrect Links Generate Linkbait
February
Relationship Links Start Guest Blogging
January
Relationship Research Industry Directories
Getting Organised Automating Manual Tasks
Getting Organised Recording Link Opportunities
Link Building Software
Chapter Four
People
Link Building Styles Manual Link Research Paths
Diverging Path Regressive Path Stage Analysis Linear Path
Interrupted Cumulative Hybrid
The Toolbar
Girls.
Boys.
University Degree in English Language & Literature
Speaks French, Spanish &
Greek
Interpreter for a local bank
Soprano in an award-winning
choir
Ex-ballerina. Loves dance,
music & travel
Writing, Media Literacy, Science
& Technology
Part-time educator & journalist
Interest in teaching
methodologies
Active in conferences &
summits
Know Your People. } In Common
Unique
} } Unique
Understanding Personas.
Quantity
Weak Record Keeping
Loves ‘Shortcuts’
Time-Efficient
Fierce Negotiator
Quality
Strong Record Keeping
Thorough Research
Time-Poor
Patient Negotiator
Potential Problems }
} Key Strengths
Smaller Groups. Team Leaders.
Coaching & Feedback.
Celebrate Success.
dejanseo.com.au/smx
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