Linkbait: Past, Present and Future

My slide deck from SearchLove NYC 2011

Transcript

1. ROB MILLARD Link Bait: Past, Present, and Future
2. Rob Millard SEO Consultant – Distilled rob.millard@distilled.net http://twitter.com/rob_millard ROB MILLARD
3. Infographics! ROB MILLARD
4. Oh no… ROB MILLARD
5. And… ROB MILLARD
6. ROB MILLARD Jesus Diaz - Gizmodo “The number of design- deficient morons making these is so ridiculous that you can fill an island with them. I'd do that. And then nuke it.”
7. ROB MILLARD Pro Tip: Don’t outreach infographics to Jesus
8. ROB MILLARD (Diaz)
9. Badly Designed ROB MILLARD
10. Pointless ROB MILLARD
11. Chart-fests ROB MILLARD
12. Cartoons ROB MILLARD
13. ROB MILLARD
14. Let’s Stop! ROB MILLARD
15. You can still get links with good infographics ROB MILLARD
16. The Past ROB MILLARD
17. Is Link Bait right for the project? Infographics are typically good for • Links to your blog • Brand homepage links • Building domain strength • Building a reputation • Branding • Getting links from a other communities Not • Product page links • Anchor text links • Fixing technical issues etc. ROB MILLARD
18. How much passion and creativity? ROB MILLARD Too Little Too Much or
19. What’s your hook? • Awards • Be first • Competitions • Design & HTML5 • Egobait • Freebies • Guest linkbait • How-to, Instructions, Tutorials • Interviews • Jokes • Kindness or Kittens • Lists ROB MILLARD • Microsites & Other Domains • News • Opinion • Photos & Comics • Quizzes & Surveys • Research Findings • Stories • Tools • User-Generated Linkbait • Videos • Widgets & Badges • Year Summaries
20. ROB MILLARD People care about… • Saving time • Saving money • Avoiding hassle • Avoiding risk • Looking good • Feeling good
21. Too many cooks… ROB MILLARD Project Lead PR Data Design Dev. SEOs Client
22. PR Brand SEO Man. Project Lead PR Data Design SEOs Client Too many cooks… ROB MILLARD
23. ROB MILLARD Despite the name, link bait needs outreach
24. The Present ROB MILLARD
25. Get curious about Data Visualisation The Visual Display of Quantitative Information - Edward Tufte Ideas Flowing Data – David McCandless Content Made to Stick – Chip & Dan Heath http://www.perceptualedge.com/blog/ http://fellinlovewithdata.com/ http://visitmix.com/Articles/seven-and-a-half- steps-to-successful-infographics ROB MILLARD
26. ROB MILLARD @visualisingdata @filwd @thewhyaxis @flowingdata @eagereyes @epicgraphic (Follow and learn, plz don’t spam)
27. Start with great data ROB MILLARD
28. Start with great data ROB MILLARD
29. ROB MILLARD http://www.seomoz.org/blog/how-to-find-link-worthy-data Get or make some data APIs • Programmable Web • Search! Open Data • Data.gov • BLS.gov Surveys • Survey Monkey • Mechanical Turk
30. ROB MILLARD “Is this worth visualising?” “Does it make complex data easier to understand?” “Does it make something boring exciting?” “Could it just be a blog post?”
31. Tip: Find 10 link prospects in 10 minutes ROB MILLARD
32. Get a Process ROB MILLARD Market Research Brainstorm Feasibility Data Research Briefing Production Edits Promote • Project Lead • PR • The most creative • Project Lead • Data • Project Lead • Project Lead • Client • Designer • PR • Designer • Developer • Project Lead • Project Lead • Client • Data • Project Lead • PR • SEOs
33. Check often and with everyone ROB MILLARD Market Research Brainstorm Feasibility Data Research Briefing Production Edits Promote
34. PR Brand SEO Man. Project Lead PR Data Design SEOs Client Make the most of sign off ROB MILLARD
35. Hooray! Time to get some links ROB MILLARD
36. ROB MILLARD http://www.distilled.net/linkbait-guide/
37. ROB MILLARD Sites familiar with content + format = Easiest Links
38. Capitalise on format ROB MILLARD
39. Leverage your client’s team PR • Tie in with their activity • Leverage existing contacts • Content creation SEO/Bloggers • Existing relationships • Market knowledge • Link building skills Senior • Authority ROB MILLARD
40. Tip: Efficiency Bookmarklets Infographics javascript:location.href='http://www.google.co.uk /search?q=site:'+location.host+' infographic‘ Contact javascript:location.href='http://www.google.co.uk /search?q=site:'+location.host+' "contact us"|"email us"' http://www.seomoz.org/blog/some-nifty-seo-bookmarklets-to-make-you-more-efficient ROB MILLARD
41. What next? ROB MILLARD
42. Interactive Visualisations ROB MILLARD
43. Interactive Visualisations ROB MILLARD
44. Interactive Visualisations ROB MILLARD
45. Personalisation ROB MILLARD
46. Personalisation ROB MILLARD
47. ROB MILLARD
48. Real time ROB MILLARD
49. Real time ROB MILLARD
50. Social bait ROB MILLARD
51. What’s your hook? ROB MILLARD
52. Thank You Any Questions ROB MILLARD