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Dustin Woodard's 2013 SMX Advanced Legit Link Building session presentation digging into the psychology of pitching, gamification, user optimizaition, and other rarely discussed SEO link acquisition strategies.
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@webconnoisseur#smx #21A
Rethink Link Acquisition
@webconnoisseur#smx #21A
About Dustin Woodard
19991998 2000
20042002 2006
2008 2011 2013
@webconnoisseur#smx #21A
ReTHINK Link Acquisition
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Rethinking Links
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That’s What Google Said
“Build great content & you will be rewarded with links”
~ Not an actual Google quote
No Need for Marketing or Sales?
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Black Friday Case Study
• SCENARIO:– Blacklisted Domain– Few links– Poor content– No budget– Only 2 months to gain top rankings
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Black Friday Case Study
• STRATEGY:– Getting back in the
index– Content revamp– Survey, Predictions,
PR/Blogger Campaign
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Black Friday Case Study
• EXECUTION:– Survey– Package the data– Outreach
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Black Friday Case Study• RESULTS:– Tons of coverage +
links– #3 Ranking– Big traffic & $$– Post Black Friday
links further strengthen site
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Making the Pitch
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Making the Pitch
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Making the Pitch
Your pitch
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Making the Pitch
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Making the Pitch
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Making the PitchShift your frame:– Not an SEO Company– Links come from
anywhere, but you are giving them an opportunity to link to amazing site or content
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Making the Pitch• Be fast & novel • Shift their frame:– Give them a deadline– Have them do you a favor
• Take it away:– Have them justify themselves
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Further Optimization
SEO
SMO
Website User & Community
Optimization
Conversion Rate
Optimization
$$User &
Community Optimization
Conversion Rate
Optimization
User Optimization:Invest a piece of themselves
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User Optimization: Share Button Placement
• Floating sharebar: • 20% increase in social shares
• Pin It button placement:15% increasein pins <div style='padding-bottom: 2px; line-height: 0px'><a href='http://pinterest.com/pin/53691420530417789/' target='_blank'><img src='http://media-cache-ec4.pinimg.com/550x/45/76/16/457616a0a6e7ea800f682a9db9d6e02b.jpg' border='0' width='250' height ='250'/></a></div><div style='float: left; padding-top: 0px; padding-bottom: 0px;'><p style='font-size: 10px; color: #76838b;'>Source: <a style='text-decoration: underline; font-size: 10px; color: #76838b;' href='http://allrecipes.com/Recipe/Bourbon-Mango-Pulled-Pork/Detail.aspx'>allrecipes.com</a> via <a style='text-decoration: underline; font-size: 10px; color: #76838b;' href='http://pinterest.com/athensdoll/' target='_blank'>Catherine</a> on <a style='text-decoration: underline; color: #76838b;' href='http://pinterest.com' target='_blank'>Pinterest</a></p></div>
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User Optimization: Data Collection
• Social Media Profiles:• Twitter• FB• LinkedIn• Tumblr
• Blog(s)
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User Optimization: Gamification
• Engagement• Motivation
Gamification engages users & changes behavior with the best ideas from games, loyalty & behavioral economics
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GamificationIndirect Link Acquisition:
Overall engagementRepeat visitsSign-ups
Direct Link AcquisitionSharesLinksEmbeds
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Gamification is not…
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Offline Gamification:
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Online Gamification:
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Intrinsic vs Extrinsic motivation
• Status• Access• Power > • Money
• Stuff
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GamificationDopamine
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GamificationPlayer Types: Achievers• 10% of population• Motivated by: winning, challenges, showing
off
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GamificationPlayer Types: Explorers• 10% of population• View, find, rate, vote, curate, review
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GamificationPlayer Types: Socializers• 80% of population• Comment, share, like,
discuss, meet up
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Gamification
• Player Types: Killers• < 1% of population• Harass, heckle, hack,
cheat
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Gamification: User Optimization• NFL Example
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Gamification: User Optimization
• NFL Example: 800% increase in site registrations
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Gamification Results
• Expect a 30% rise in engagement statistics
• Expect off-the-chart rise in community shares & links
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Cause Marketing• Film crowdsourcing experiment• Host conference• Get involved w/ charities or causes
Campaign Results:285 Backers$30,000 raised~350 Backlinks
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Thank You For Your Time
That’s What Dustin Said#TWDS