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Talk from SMX London 2014 - The Death of Linkbuilding
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HOW TO SURVIVE THE DEATH OF LINKBUILDING
@kirsty_hulse
LINKS ARE NOT DEAD
We don’t have a version like that which
is exposed to the public […] backlinks are still a really really big win in
terms of quality for search results
BUT LINK BUILDING HAS CHANGED COMPLETELY
Nearly NiceReally Naughty
Quite Naughty
Automated Paid
Incentivised EarnedWe can stop doing this.We can stop doing this.
I am not denying that ‘bad’ links still work
Consistent, lovely, penalty free organic growth
72 links on different subdomains of this site all with the anchor text “broadband”.
Spun content on splogs with exact match anchor
Article submissions
But I am saying that we have a choice
Organic improvement for a casino brand operating within the competitive ‘roulette’ sector through just earned links
WE STILL NEED TO BUILD LINKS, BUT WE NEED TO EARN THEM
KNOW YOUR AUDIENCE TO EARN YOU LINKS
Let’s create some content that we think
people will like
Now let’s make that content, put it in front of people and hope
they like it
Let’s identify who our audiences and
demographics are
Understand what content they
consume, share and how they behave
online
Based on this, let’s create content they
are really likely to like
GA Audience and Interest Reports are awesome
ACTUAL INSIGHT!
Topics to cover
Potential Topics
Topics to Avoid
Some other free (or cheap) audience insight tools
Really badass
Less likely to convert now, however a worthwhile long-term
audience
Likely to engage online
Aspirational25-34
£35-£49k
Core35-54£50k+
Traditional55+50k+
Higher propensity to convert
Less likely to engage online
Most likely to convert
Least likely to engage online
Likely to engage Likely to convert
People who have played roulette or poker online in the past 3 months…
93% more likely to be a male between
25-34
He’s also 87% more likely to be a regular
cinema go-er.
Martial ArtsTeen Comedy
War
Rom Com?!
Link Reclamation - Handy tools to get links
THANK YOU!
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