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THE ECOMMERCE SEO SUMMIT ‘24 ECOMMERCE LINK BUILDING: Building a Strategy that Drives SEO Success. James Brockbank, Digitaloft.

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JAMES BROCKBANK. Managing Director & Founder, Digitaloft. speakerdeck.com/brockbankjames /in/james-brockbank/ @brockbankjames ● Been in SEO since 2009, running an agency since 2014. ● Managing Director & founder of Digitaloft, a UK-based SEO and digital PR agency with a team of 70+ specialists. ● Still very much a hands-on, practising SEO. ● Full-stack SEO; extensive experience across technical SEO, content marketing and link building. ● Previously spoken at events including BrightonSEO, Pubcon, SMX, WordCamp & more.

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THE NEW FUNDAMENTALS OF SEO…

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INTENT + INFORMATION GAIN + USER SIGNALS + REPUTATION. THE NEW FUNDAMENTALS OF SEO…

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INTENT + INFORMATION GAIN + USER SIGNALS + REPUTATION. THE NEW FUNDAMENTALS OF SEO…

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INTENT + INFORMATION GAIN + USER SIGNALS + REPUTATION. THE NEW FUNDAMENTALS OF SEO… links mentions E-E-A-T

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OF THOSE LINKS, YOU’RE PROBABLY STRATEGY ON JUST ‘THE SEO BENEFIT’ IF YOU’RE BASING A LINK ACQUISITION NOT SEEING THE IMPACT YOU COULD BE.

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TODAY, YOU’LL LEARN ABOUT: 1. THE ROLE OF LINKS IN SEO IN ‘24.

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TODAY, YOU’LL LEARN ABOUT: 1. THE ROLE OF LINKS IN SEO IN ‘24. 2. STRATEGY VS TACTICS.

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TODAY, YOU’LL LEARN ABOUT: 1. THE ROLE OF LINKS IN SEO IN ‘24. 3. WHAT MAKES A ‘GREAT’ LINK. 2. STRATEGY VS TACTICS.

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TODAY, YOU’LL LEARN ABOUT: 1. THE ROLE OF LINKS IN SEO IN ‘24. 4. A BLUEPRINT FOR DRIVING IMPACT. 2. STRATEGY VS TACTICS. 3. WHAT MAKES A ‘GREAT’ LINK.

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I studied the top 60 guides that rank on Google for ‘eCommerce link building’...

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OUT OF 440 TACTIC RECOMMENDATIONS, HERE’S WHAT’S INCLUDED THE MOST: Publishing blog content (36) Gift review products to bloggers & influencers (29) Unlinked brand mentions (29) Guest posting (26) Broken link building (26) Data / creative / survey campaigns [Digital PR] (22) Expert insights / thought leadership (19) Niche edits / link insertions (15) Partnerships (15) Where to buy pages (13) Infographics (13) Resource page link building (13) Podcasts (12) Affiliate partnerships (11) FAQ pages (11) Product roundups (11) Charitable donations (11) Directory submissions (11) Social media links (10) Statistics pages (9)

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OUT OF 440 TACTIC RECOMMENDATIONS, HERE’S WHAT’S INCLUDED THE MOST: Publishing blog content (36) Gift review products to bloggers & influencers (29) Unlinked brand mentions (29) Guest posting (26) Broken link building (26) Data / creative / survey campaigns [Digital PR] (22) Expert insights / thought leadership (19) Niche edits / link insertions (15) Partnerships (15) Where to buy pages (13) Infographics (13) Resource page link building (13) Podcasts (12) Affiliate partnerships (11) FAQ pages (11) Product roundups (11) Charitable donations (11) Directory submissions (11) Social media links (10) Statistics pages (9) “publish and the links will come” doesn’t apply to 99% of sites.

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OUT OF 440 TACTIC RECOMMENDATIONS, HERE’S WHAT’S INCLUDED THE MOST: Publishing blog content (36) Gift review products to bloggers & influencers (29) Unlinked brand mentions (29) Guest posting (26) Broken link building (26) Data / creative / survey campaigns [Digital PR] (22) Expert insights / thought leadership (19) Niche edits / link insertions (15) Partnerships (15) Where to buy pages (13) Infographics (13) Resource page link building (13) Podcasts (12) Affiliate partnerships (11) FAQ pages (11) Product roundups (11) Charitable donations (11) Directory submissions (11) Social media links (10) Statistics pages (9) Most of the blogs accepting ‘gifted products’ aren’t worth being featured on; they won’t build your reputation.

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OUT OF 440 TACTIC RECOMMENDATIONS, HERE’S WHAT’S INCLUDED THE MOST: Publishing blog content (36) Gift review products to bloggers & influencers (29) Unlinked brand mentions (29) Guest posting (26) Broken link building (26) Data / creative / survey campaigns [Digital PR] (22) Expert insights / thought leadership (19) Niche edits / link insertions (15) Partnerships (15) Where to buy pages (13) Infographics (13) Resource page link building (13) Podcasts (12) Affiliate partnerships (11) FAQ pages (11) Product roundups (11) Charitable donations (11) Directory submissions (11) Social media links (10) Statistics pages (9) Most brands don’t get mentioned unless they’re known. Unlinked mentions usually come from proactive outreach.

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OUT OF 440 TACTIC RECOMMENDATIONS, HERE’S WHAT’S INCLUDED THE MOST: Publishing blog content (36) Gift review products to bloggers & influencers (29) Unlinked brand mentions (29) Guest posting (26) Broken link building (26) Data / creative / survey campaigns [Digital PR] (22) Expert insights / thought leadership (19) Niche edits / link insertions (15) Partnerships (15) Where to buy pages (13) Infographics (13) Resource page link building (13) Podcasts (12) Affiliate partnerships (11) FAQ pages (11) Product roundups (11) Charitable donations (11) Directory submissions (11) Social media links (10) Statistics pages (9) Most sectors only have a handful of ‘genuine’ guest post opportunities. This is often disguising buying blog links.

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MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED… MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED… MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED… MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED… MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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MOST ECOMMERCE LINK BUILDING GUIDES SUCK. I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED…

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I’VE NOT EVEN MENTIONED THE FACT THAT TACTICS LIKE LINK EXCHANGES, ADVERTORIALS, EDU LINK BUILDING, BLOG COMMENTING AND THE SKYSCRAPER TECHNIQUE ARE ALL INCLUDED IN THE GUIDES I STUDIED… MOST ECOMMERCE LINK BUILDING GUIDES SUCK.

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LINK OPPORTUNITIES WHILST USING LET YOU PROACTIVELY CREATE YOU NEED TO COMBINE TACTICS THAT REACTIVE ONES WHEN THEY EXIST.

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THE ROLE OF LINKS IN SEO IN 2024 TH THE ROLE OF LINKS IN SEO IN IN 2024 NKS IN SEO IN 2024 THE ROLE OF LINKS THE 2024 THE ROLE OF L N SEO IN 2024 HE ROLE OF LINKS IN SEO IN 2024 THE IN 2024 THE ROLE OF LINKS IN SEO

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INTENT + INFORMATION GAIN + USER SIGNALS + REPUTATION. THE NEW FUNDAMENTALS OF SEO…

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EXPERIENCE. EXPERTISE. AUTHORITATIVENESS. TRUSTWORTHINESS. The extent to which the content 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.

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Start thinking about E-E-A-T like your reputation, and it very 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? “ ”

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WHEN YOU FOCUS ON BUILDING YOUR REPUTATION, NOT JUST LINKS, YOU’LL STOP ASKING: Is this link follow or nofollow?

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WHEN YOU FOCUS ON BUILDING YOUR REPUTATION, NOT JUST LINKS, YOU’LL STOP ASKING: Is this link follow or nofollow? Is this press coverage syndicated?

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WHEN YOU FOCUS ON BUILDING YOUR REPUTATION, NOT JUST LINKS, YOU’LL STOP ASKING: Is this link follow or nofollow? Is this press coverage syndicated? What’s the DR or DA of this link?

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WHEN YOU FOCUS ON BUILDING YOUR REPUTATION, NOT JUST LINKS, YOU’LL STOP ASKING: Is this link follow or nofollow? Is this press coverage syndicated? What’s the DR or DA of this link? Is this a mention or does it link?

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Links should come as a byproduct of promoting your people, product or brand.

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If a link makes you money, who cares if it’s a nofollow?!

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STRATEGY VS TACTICS STRATEGY VS T STRATEGY VS TACTICS STRAT TACTICS RATEGY VS TACTICS STRATEGY VS TACT USING T SIGHTS STRATEGY VS TACTICS TEGY VS TACTICS STRATEGY VS TACT RATEGY VS TACTICS STRATEGY VS TACTICS

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UNDERSTANDING STRATEGY VS TACTICS. STRATEGY. ● The overarching plan or approach that defines how you aim to achieve long-term goals. ● It’s big-picture, guiding the direction and focus of all efforts.

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UNDERSTANDING STRATEGY VS TACTICS. STRATEGY. ● The overarching plan or approach that defines how you aim to achieve long-term goals. ● It’s big-picture, guiding the direction and focus of all efforts. TACTICS. ● The specific actions or methods used to execute the strategy. ● These are the step-by-step actions or techniques that achieve the strategic goals.

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UNDERSTANDING STRATEGY VS TACTICS. STRATEGY. ● The overarching plan or approach that defines how you aim to achieve long-term goals. ● It’s big-picture, guiding the direction and focus of all efforts. TACTICS. ● The specific actions or methods used to execute the strategy. ● These are the step-by-step actions or techniques that achieve the strategic goals. Strategy is the what and why, tactics are the how.

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LINK BUILDING STRATEGY VS LINK BUILDING TACTICS. STRATEGY. To drive increased rankings for priority keywords for [category page A], our strategy will focus on building the site’s authority in this category by earning highly relevant and authoritative links. By securing links and coverage from within authoritative, topically-aligned sites, we’ll enhance the site’s perceived expertise and relevance in the eyes of search engines. This authority boost aims to elevate keyword rankings, increase targeted traffic, and drive more conversions and revenue.

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LINK BUILDING STRATEGY VS LINK BUILDING TACTICS. STRATEGY. To drive increased rankings for priority keywords for [category page A], our strategy will focus on building the site’s authority in this category by earning highly relevant and authoritative links. By securing links and coverage from within authoritative, topically-aligned sites, we’ll enhance the site’s perceived expertise and relevance in the eyes of search engines. This authority boost aims to elevate keyword rankings, increase targeted traffic, and drive more conversions and revenue. TACTICS. We’ll earn links to the site using data-driven digital PR campaigns, product PR and getting listed on our suppliers’ ‘where to buy’ pages.

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WHAT MAKES A GREAT LINK WHAT MA WHAT MAKES A GREAT LINK EAT LINK KES A GREAT LINK WHAT MAKES A GR WHAT MA REAT LINK WHAT MAKE A GREAT LINK HAT MAKES A GREAT LINK WHAT MAKE GREAT LINK WHAT MAKES A

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GOOGLE IS IGNORING LOTS OF THE LINKS YOU’VE EARNED. *

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GOOGLE IS IGNORING LOTS OF THE LINKS YOU’VE EARNED. * *paid an agency to earn for you

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MAY’S GOOGLE LEAK REVEALED THAT ‘MISMATCHED’ LINKS ARE BEING IGNORED. Google is likely ignoring links that come from within content that’s not relevant, according to the ‘anchorMismatchDemotion.’

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MAY’S GOOGLE LEAK REVEALED THAT ‘MISMATCHED’ LINKS ARE BEING IGNORED. Google is likely ignoring links that come from within content that’s not relevant, according to the ‘anchorMismatchDemotion.’ This attribute is intended to ‘demote’ (ignore) anchors (links) where there is a mismatch between the source and the target.

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MAY’S GOOGLE LEAK REVEALED THAT ‘MISMATCHED’ LINKS ARE BEING IGNORED. Google is likely ignoring links that come from within content that’s not relevant, according to the ‘anchorMismatchDemotion.’ This attribute is intended to ‘demote’ (ignore) anchors (links) where there is a mismatch between the source and the target. Cross-referencing with other modules and attributes strongly indicates this is a relevance mismatch.

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WORK HARDER TO INFLUENCE SEO YOU CAN PULL TO MAKE LINKS RELEVANCE IS THE BEST LEVER THAT SUCCESS.

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WORK HARDER TO INFLUENCE SEO YOU CAN PULL TO MAKE LINKS RELEVANCE IS THE BEST LEVER THAT SUCCESS. You should care more about link relevance than any other ‘link metric’.

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Why would Google reward links that come from topics that have nothing to do with the site?! That’s link spam.

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RELEVANCE: DIGITALOFT’S SOLUTION TO SEO & DIGITAL PR’S RELEVANCE PROBLEM.

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https://digitaloft.co.uk/what-does-google-documentation-leak-mean-for-digital-pr/

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HERE’S HOW TO CONSIDER A LINK’S VALUE: Does this link or coverage increase our brand awareness with our target audience?

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HERE’S HOW TO CONSIDER A LINK’S VALUE: Does this link or coverage increase our brand awareness with our target audience? Does this link or coverage make us more money?

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HERE’S HOW TO CONSIDER A LINK’S VALUE: Does this link or coverage increase our brand awareness with our target audience? Does this link or coverage make us more money? Does this link or coverage help persuade people to buy from us?

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HERE’S HOW TO CONSIDER A LINK’S VALUE: Does this link or coverage increase our brand awareness with our target audience? Does this link or coverage make us more money? Does this link or coverage help persuade people to buy from us? Could this link or coverage drive referral traffic or brand searches?

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IF GOOGLE DIDN’T EXIST? WOULD YOU STILL WANT THIS LINK

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A BLUEPRINT FOR DRIVING IMPACT A A BLUEPRINT FOR DRIVING IM IMPACT OR DRIVING IMPACT A BLUEPRINT FOR D A BLUEPR G IMPACT A BLUEPR G IMPACT BLUEPRINT FOR DRIVING IMPACT A DRIVING IMPACT A BLUEPRINT FOR

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IF YOU DON’T KNOW WHERE YOU’RE GOING, HOW CAN YOU FIGURE OUT HOW TO GET THERE? CLOSING A LINK / AUTHORITY GAP BUILDING A MOAT / COMPETITIVE ADVANTAGE ESTABLISH AUTHORITY IN A NEW CATEGORY KICKSTARTING GROWTH FOR A NEW SITE DIFFERENT GOALS NEED DIFFERENT TACTICS.

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KNOW WHICH PAGES YOU NEED TO EARN LINKS TO. Homepage. PLP / Category pages. PDP / product pages.

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KNOW WHICH PAGES YOU NEED TO EARN LINKS TO. DIFFERENT TACTICS HELP YOU TO EARN LINKS INTO DIFFERENT PAGE TYPES. PRIORITISE THE ONES THAT CAN HELP YOU MEET THESE GOALS. Informational pages.

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IF YOU’RE EARNING THE SAME LINKS AS YOUR COMPETITORS, HOW CAN YOU EXPECT TO WIN?! How can you earn links your competitors’ can’t?

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USE THOUGHT LEADERSHIP FOR HYPER RELEVANT LINKS. YOUR PEOPLE (EXPERTS) ARE ONE OF YOUR MOST VALUABLE LINKABLE ASSETS. USE THOUGHT LEADERSHIP TO GET CITED (AND LINKED TO) BY ADDING VALUE TO JOURNALIST’S CONTENT.

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TELL DATA-DRIVEN STORIES TO THE PRESS. THE MOST SCALABLE TACTIC. RELEVANT DATA-DRIVEN DIGITAL PR CAMPAIGNS LET YOU EARN QUALITY LINKS AT SCALE. JUST REMEMBER TO STAY AS RELEVANT AS POSSIBLE.

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PRODUCT ROUNDUPS CAN BE AN SEO GOLDMINE. GETTING YOUR PRODUCTS INCLUDED IN ROUNDUPS OF ‘THE BEST…’ IN YOUR NICHE MEANS LINKS, EXPOSURE, REFERRAL TRAFFIC AND VISIBILITY ON PAGES THAT RANK FOR THOSE TERMS.

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BE THE SOURCE A JOURNALIST IS LOOKING FOR. JOURNALISTS USE RESPONSESOURCE, QWOTED, CONNECTIVELY (HARO) & #JOURNOREQUEST EVERY DAY TO FIND SOURCES FOR THEIR STORIES...

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PROMOTE YOUR DEALS & DISCOUNTS. CONSUMERS LOVE A DEAL OR DISCOUNT, AND THIS MEANS THE PRESS LOVE SHARING THEM WITH THEIR READERS! YOUR SALE OR DISCOUNT CAN MAKE A GREAT PR STORY!

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GET LISTED ON SUPPLIERS’ ‘WHERE TO BUY’ PAGES. IF YOUR SUPPLIERS HAVE ‘WHERE TO BUY’ OR ‘STOCKISTS’ PAGES, YOU NEED TO BE LISTED ON THEM. IF YOU’RE NOT, ASK YOUR CONTACT HOW TO GET INCLUDED.

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THERE’S PROBABLY A STORY IN (SOME OF) YOUR PRODUCTS. PRODUCT PR ISN’T JUST ABOUT GETTING INCLUDED IN PRODUCT ROUNDUPS. THERE ARE LOTS OF WAYS YOU CAN SPIN STORIES AROUND PRODUCTS; FROM LAUNCHES TO THE PROBLEMS THEY SOLVE.

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USE ORGANIC LINK EARNING ASSETS FOR PASSIVE LINKS. NOTHING BEATS RELEVANT LINKS ON AUTOPILOT. CREATE SOMETHING WORTH CITING OR REFERENCING, GET IT RANKING & WATCH THE LINKS COME IN PASSIVELY.

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DO SOMETHING THAT STANDS OUT AND TELL THE WORLD. STANDOUT REAL-LIFE STORIES ARE INCREDIBLY LINKABLE. REMEMBER THOSE BUSINESSES WHO FIRST LAUNCHED MOTHER’S DAY MARKETING OPT-OUTS? 4 DAY WORKING WEEKS?

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HAVE A PHYSICAL STORE? LEVERAGE LOCAL PR. YOU CAN’T GET MUCH MORE RELEVANT THAN PEOPLE WRITING ABOUT YOU. IF YOU’VE GOT PHYSICAL STORES, LOCAL PR AROUND STORE OPENINGS AND EVENTS CAN BE A QUICK-WIN TACTIC.

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WHICH TACTICS TO EARN LINKS TO DIFFERENT PAGE TYPES? PAGE TYPE EFFECTIVE LINK BUILDING TACTICS Homepage Thought leadership PR Reactive PR Getting listed on ‘where to buy’ pages Unlinked brand mentions PLP / Category Pages Promoting sales & discounts Getting listed on ‘where to buy’ pages Thought leadership PR Reactive PR PDP / Product Pages Product roundups Promoting sales & discounts Proactive product PR Reactive product PR Informational Pages Data-driven digital PR campaigns Organic link earning assets / statistics pages Physical Store Pages Local PR Directory Listings

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Make link building work harder by planning what comes after you’ve earned a link.

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DISTRIBUTE LINK AUTHORITY WITH INTERNAL LINKS. IF YOU’RE EARNING LINKS TO NON-COMMERCIAL PAGES (OFTEN THE CASE), MAKE SURE YOU’RE DISTRIBUTING LINK AUTHORITY WITH INTERNAL LINKS. WHERE YOU LINK TO AND HOW YOU LINK MATTERS A LOT.

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PRESS COVERAGE DRIVES REALLY GREAT SOCIAL PROOF. IF YOU’VE BEEN FEATURED IN STANDOUT PUBLICATIONS, SHOUT ABOUT IT. INCLUDE PUBLICATION LOGOS AS SOCIAL PROOF OF WHO’S TALKING ABOUT YOU.

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RETARGET REFERRAL TRAFFIC FROM LINKS TO DRIVE ACTION. RUN RETARGETING ADS TO REFERRAL TRAFFIC FROM LINKS (ESPECIALLY DIGITAL PR ACTIVITY) TO KEEP ON THEIR RADAR AND DRIVE EMAIL SIGN UPS, SOCIAL FOLLOWERS AND SALES.

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LINK BUILDING ISN’T JUST SEO’S PROBLEM ANYMORE. MAKE IT A TEAM EFFORT.

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LINK BUILDING ISN’T JUST SEO’S PROBLEM ANYMORE. MAKE IT A TEAM EFFORT. But it’s part of seo’s job to educate other teams…

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PRODUCT TEAMS. ● Ask to be featured on suppliers’ ‘where to buy’ pages when first becoming a stockist. ● Get advance notice on new products, interesting products, sales etc. LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS.

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PRODUCT TEAMS. CUSTOMER SERVICE TEAMS. ● Ask to be featured on suppliers’ ‘where to buy’ pages when first becoming a stockist. ● Get advance notice on new products, interesting products, sales etc. ● Understand the common questions from customers; there’s probably an opportunity to use it to create content that earns links in there. LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS.

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PRODUCT TEAMS. CUSTOMER SERVICE TEAMS. SOCIAL & PAID TEAMS. ● Ask to be featured on suppliers’ ‘where to buy’ pages when first becoming a stockist. ● Get advance notice on new products, interesting products, sales etc. ● Understand the common questions from customers; there’s probably an opportunity to use it to create content that earns links in there. ● Amplifying PR campaigns AND earned coverage via social and paid channels. ● Retargeting to referral traffic from links. LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS.

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Having an impact isn’t just about getting the link, it’s also about how you use that link to achieve your goals.

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LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS. “PR own these relationships, SEO’s teams or agencies can’t outreach to them.”

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LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS. “PR own these relationships, SEO’s teams or agencies can’t outreach to them.” Lots of coverage earned by traditional / brand PR teams, but not many links?

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LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS. “PR own these relationships, SEO’s teams or agencies can’t outreach to them.” Lots of coverage earned by traditional / brand PR teams, but not many links? PR campaigns launched either as gated assets or on separate domains.

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LINK BUILDING NEEDS COLLABORATION BETWEEN TEAMS. “PR own these relationships, SEO’s teams or agencies can’t outreach to them.” Lots of coverage earned by traditional / brand PR teams, but not many links? PR campaigns launched either as gated assets or on separate domains. Times have changed; you need to work together to drive SEO success.

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INTENT + INFORMATION GAIN + USER SIGNALS + REPUTATION. THE NEW FUNDAMENTALS OF SEO…

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/digitaloftuk /digitaloftuk @digitaloftuk digitaloft.co.uk