Would You Still Want This Link If Google Didn't Exist?
In this session from The Digital PR Summit 2024, James takes an open and honest look at the importance of the relevance of links as part of your SEO and digital PR strategy.
Win? Make sure you’re playing the real game, not some more complicated game you’ve made up for yourself. - Lesley Sim https://commoncog.com/playing-to-play-playing-to-win/
LINKS REALLY MATTER? AT WHAT POINT DOES A STORY STOP BEING RELEVANT? DOES RELEVANCE MEAN THE SAME THING IN EVERY INDUSTRY? WILL LINKS THAT AREN’T REALLY RELEVANT HARM A SITE’S RANKINGS? CAN YOU BE SO RELEVANT THAT THERE ARE NOT ENOUGH JOURNALISTS INTERESTED IN COVERING A STORY? IS THERE A SWEET SPOT BETWEEN RELEVANCY AND REACH POTENTIAL? RELEVANCY MEANS TOPICS THAT CLOSELY ALIGN WITH WHAT THE BUSINESS SELLS OR OFFERS. CREATE THE CONTENT YOUR AUDIENCE WANTS TO CONSUME, EVEN IF THAT STEPS AWAY A BIT FROM YOUR CORE OFFERING. RELEVANCY MEANS USING YOUR BRAND’S EXPERTS TO SPEAK ON TOPICS THAT THEY’RE EXPERIENCED IN. RELEVANCY IS ABOUT CREATING CONTENT THAT PEOPLE WANT TO SHARE. RELEVANCY IS ABOUT CREATING CONTENT THAT’S RELEVANT TO NOW. RELEVANCY IS ABOUT PUBLICATIONS IN THE SAME COUNTRY AS THE BRAND.
CLOSELY CONNECTED TO THE TOPICS IT MAKES SENSE FOR YOUR BRAND TO TALK ABOUT. TRAVEL BRAND WHERE TO GO WHERE TO STAY WHAT TO DO WHERE TO EAT HOW TO TRAVEL TRAVEL TRENDS
COVERAGE. ✅ Links that point to key commercial pages on the site. ✅ Links within content that leverages the brands’ expertise in their key topic areas.
COVERAGE. ✅ Links that point to key commercial pages on the site. ✅ Links within content that leverages the brands’ expertise in their key topic areas. ✅ Links that cite campaigns as a source; the ultimate form of editorial link.
COVERAGE. ✅ Links that point to key commercial pages on the site. ✅ Links within content that leverages the brands’ expertise in their key topic areas. ✅ Links that cite campaigns as a source; the ultimate form of editorial link. ✅ Links from within content that perfectly aligns with the brands’ key topic areas.
COVERAGE. ✅ Links that point to key commercial pages on the site. ✅ Links within content that leverages the brands’ expertise in their key topic areas. ✅ Links that cite campaigns as a source; the ultimate form of editorial link. ✅ Links from within content that perfectly aligns with the brands’ key topic areas. ✅ Links that positions the brands their people as voices of authority.
& THEIR IMPORTANCE ON THE IMPACT OF LINKS. Google’s “Producing a ranking for pages using distances in a web-link graph” patent makes reference to a set of seed pages and a ranking score that is generated for each page within a set based on the distance of these from the seed pages. The shorter the distance between the seed sites and a webpage, the higher the score.
ARE BROKEN DOWN INTO TOPICS. The ‘Scalable system for determining short paths within web link network‘ patent suggests that the set of seed sites is broken down into shards, and the link distance is calculated within each of these. We can assume that these shards are topics or niches.
THOSE DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED: TRAVEL. FINANCE. • Lonely Planet • Travel & Leisure • Condé Nast Traveler • AFAR • The Wall Street Journal • Fortune • The Economist • Financial Times
THOSE DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED: TRAVEL. FINANCE. SPORTS. • Lonely Planet • Travel & Leisure • Condé Nast Traveler • AFAR • The Wall Street Journal • Fortune • The Economist • Financial Times • ESPN • The Sporting News • Bleacher Report • CBS Sports
creator has the necessary first-hand or life experience for the topic. The extent to which the content creator has the necessary knowledge or skill for the topic. The extent to which the content creator or the website is known as a go-to source. The extent to which the page is accurate, honest, safe, and reliable.
creator has the necessary first-hand or life experience for the topic. The extent to which the content creator has the necessary knowledge or skill for the topic. The extent to which the content creator or the website is known as a go-to source. The extent to which the page is accurate, honest, safe, and reliable.
in this category are often spammy and lack any form of credibility. They fail to provide a positive user experience (UX) and could cause physical, mental, emotional or financial harm to users. This now also includes inaccurate AI content. Pages lacking E-E-A-T aren’t considered to be harmful or to have the potential to cause harm, but they’re those that aren’t created by those with experience or expertise. Pages with a high level of E-E-A-T offer significant amounts of first-hand experience, expertise, credibility, and trustworthiness, but the breakdown of these differs by sector. Pages with very high E-E-A-T are created by people or published on websites that are considered to be a go-to source for a topic.
in this category are often spammy and lack any form of credibility. They fail to provide a positive user experience (UX) and could cause physical, mental, emotional or financial harm to users. This now also includes inaccurate AI content. Pages lacking E-E-A-T aren’t considered to be harmful or to have the potential to cause harm, but they’re those that aren’t created by those with experience or expertise. Pages with a high level of E-E-A-T offer significant amounts of first-hand experience, expertise, credibility, and trustworthiness, but the breakdown of these differs by sector. Pages with very high E-E-A-T are created by people or published on websites that are considered to be a go-to source for a topic.
in this category are often spammy and lack any form of credibility. They fail to provide a positive user experience (UX) and could cause physical, mental, emotional or financial harm to users. This now also includes inaccurate AI content. Pages lacking E-E-A-T aren’t considered to be harmful or to have the potential to cause harm, but they’re those that aren’t created by those with experience or expertise. Pages with a high level of E-E-A-T offer significant amounts of first-hand experience, expertise, credibility, and trustworthiness, but the breakdown of these differs by sector. Pages with very high E-E-A-T are created by people or published on websites that are considered to be a go-to source for a topic.
quickly starts to make a lot more sense… especially when you consider that reputation is one of the main things that influences trust. After all, you’re far more likely to trust a person or brand with a great reputation, right? “ ” E-E-A-T = YOUR REPUTATION.
person says about themselves. • Things that are demonstrated on the website. • Things that are mostly in your control. • The things that other people say about a business or person. • Things that are demonstrated on other websites or places. • You can influence, but mostly out of your full control.
person says about themselves. • Things that are demonstrated on the website. • Things that are mostly in your control. • The things that other people say about a business or person. • Things that are demonstrated on other websites or places. • You can influence, but mostly out of your full control. Digital PR.
MATTERS WHEN DOING DIGITAL PR. ✅ What’s the potential to reach new audiences who don’t already know you exist? ✅ Could the people who click the links turn into customers or clients?
MATTERS WHEN DOING DIGITAL PR. ✅ What’s the potential to reach new audiences who don’t already know you exist? ✅ Could the people who click the links turn into customers or clients? ✅ Does the coverage get people talking positively about your brand or products?
MATTERS WHEN DOING DIGITAL PR. ✅ What’s the potential to reach new audiences who don’t already know you exist? ✅ Could the people who click the links turn into customers or clients? ✅ Does the coverage get people talking positively about your brand or products? ✅ Does the coverage help potential customers to trust you with these associations?
MATTERS WHEN DOING DIGITAL PR. ✅ What’s the potential to reach new audiences who don’t already know you exist? ✅ Could the people who click the links turn into customers or clients? ✅ Does the coverage get people talking positively about your brand or products? ✅ Does the coverage help potential customers to trust you with these associations? ✅ Does the coverage get you mentioned alongside your brand’s key topic areas?
CAN LOOK VERY DIFFERENT FOR ANOTHER. SITE 1: THE GOALS AN ESTABLISHED PERSONAL FINANCE BRAND THAT’S EARNED LINKS FROM HUNDREDS OF UNIQUE DOMAINS OVER THE LAST FIVE YEARS. THE SITE RANKS AT THE BOTTOM OF PAGE 1 FOR ‘CREDIT CARD’ TERMS.
CAN LOOK VERY DIFFERENT FOR ANOTHER. SITE 1: THE GOALS AN ESTABLISHED PERSONAL FINANCE BRAND THAT’S EARNED LINKS FROM HUNDREDS OF UNIQUE DOMAINS OVER THE LAST FIVE YEARS. THE SITE RANKS AT THE BOTTOM OF PAGE 1 FOR ‘CREDIT CARD’ TERMS. SITE 2: THE GOALS A BRAND NEW PERSONAL FINANCE BRAND THAT LAUNCHED LAST MONTH. THE SITE RANKS OUTSIDE THE TOP 100 RESULTS ON GOOGLE FOR ‘CREDIT CARD’ TERMS.
CAN LOOK VERY DIFFERENT FOR ANOTHER. SITE 1: THE STRATEGY THERE’S NO LINK GAP TO CLOSE WITH COMPETITORS. FOCUS ON TACTICS THAT CAN EARN HYPER-RELEVANT LINKS.
CAN LOOK VERY DIFFERENT FOR ANOTHER. SITE 1: THE STRATEGY THERE’S NO LINK GAP TO CLOSE WITH COMPETITORS. FOCUS ON TACTICS THAT CAN EARN HYPER-RELEVANT LINKS. SITE 2: THE STRATEGY THERE’S A LARGE LINK GAP WITH COMPETITORS THAT NEEDS CLOSING. FOCUS ON EARNING QUALITY LINKS AT SCALE, EVEN IF RELEVANCE ISN’T AS TIGHT.
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