Low cost link building with data - Brighton SEO 2013 - by @staceycav
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My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data. In this talk, I discussed using unique data as the basis for compelling content (link bait content) that baits the brand signals Google is looking for. I discussed: - Surveys and acquiring good, credible survey responses as a really low cost - Using Google Analytics to find stories and insight you can turn into compelling content - The Freedom of Information Act - Improving existing datasets Any questions at all contact me via Twitter (@staceycav).
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Low cost link building with data - Brighton SEO 2013 - by @staceycav
- 1. LOW COST LINK BUILDING WITH JUICY, JUICY DATA STACEY CAVANAGH HEAD OF SEARCH TECMARK @staceycav
- 2. @staceycav ‘Link Building’ I hate the term ‘link building’ because it’s far too often associated with crap like this...
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- 10. @staceycav That’s not what I mean by ‘link building.’
- 11. @staceycav And when I say ‘low cost’ I’m talking in £ terms
- 12. @staceycav You’ll need to invest time
- 13. @staceycav DATA FOR LINK BAIT • Versatile and multi-format • Cross niche • Can be ‘newsworthy’
- 14. IF YOU WANT COMPELLING CONTENT, DATA SHOULD… • Tell a story • Back up or contradict an existing story • Get an emotional response @staceycav
- 15. BEFORE SOURCING DATA… @staceycav Who is going to give a crap?
- 16. GETTING GOOD DATA WITHOUT SPENDING A FORTUNE • Surveys • Google Analytics • Freedom of Information Requests • Take existing data and improve it @staceycav
- 18. @staceycav I asked 1000 Americans to name a British City other than London. http://blogsession.co.uk/2013/09/british-cities/
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- 26. @staceycav The investment in that piece of content: • $25 on survey responses • 2 hours on writing the post and some of the initial social social sharing
- 27. LOW COST SURVEY RESPONSES www.quicksurveys.com @staceycav
- 28. LOW COST SURVEY RESPONSES http://www.google.com/insights/consumersurveys/home @staceycav
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- 32. @staceycav INVESTMENT • Money spent: £0 • Time spent: 16 hours
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- 39. @staceycav WHY SHOULD YOU CARE? Data obtained this way is often of public interest. That means that normal people care and therefore journalists and bloggers care.
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- 41. @staceycav It’s generally free to request the information but authorities can make a reasonable charge if answering your request will take a particularly long time.
- 42. @staceycav FOI REQUESTS We’ve asked: • local councils about businesses in debt to them (accountancy) • the DSA about disqualified drivers by town (automobile) • VisitBritain about their spend marketing Britain as a tourist destination in various countries (travel)
- 45. @staceycav • Update out of date data • Improve the formatting of existing data • Put data into more meaningful context
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- 48. @staceycav MAKE IT ‘STICKY’ SUCCES • simple • unexpected • concrete • credible • emotional • stories
- 49. @staceycav OUTREACH Find the folk who give a crap
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- 56. @staceycav • Think like a journalist • Tell stories • You don’t need to be a PHD statistician IN SHORT