Link-Building for Startups--General Assembly
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This is a presentation for General Assembly's class on link-building for startups. It was presented on May 3rd, 2011.
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Link-Building for Startups--General Assembly
- 1. LINK-BUILDING FOR STARTUPS Or: What the “business guy” can do when the tech guy is busy building something amazing.
- 2. WHY LINK-BUILDING? • Skills required: can you type? Are you sane? Do you have a cool story? Do you have a highly variable amount of free time? • Core of PR, SEO.
- 3. A WORD ON ALGORITHMS • Search engines look for: – Authority – Relevance – “Brandedness” – Timeliness – Location – + much much more.
- 4. IDENTIFY YOUR AUDIENCE(S!) • Two constituencies: who buys and who links. • Popularity arbitrage. • The “Boring” paradox.
- 5. GETTING BLOGGERS TO LIKE YOU / LINK YOU • Fundamental laziness (in a good way) • Deference to experts • …who are defined as “anyone who says something interesting.”
- 6. GETTING JOURNALISTS TO LIKE YOU • Also fundamentally lazy (also in a good way) • Need more plausible deniability • “…it is far safer to be feared than loved.”
- 7. GUEST-BLOGGING • It’s cheesy, but it works. • Commenter > emailer > guest-blogger > repeat.
- 8. UNSUNG HEROES • Your alma mater • Professional organizations • Brand mentions > links • Partners • Coworkers
- 9. FUN WITH Q&A SITES • Be your own Demand Media. • Lurk. • Answer. • Canonicalize. • Repeat.
- 10. ISN’T SEO DEAD? • In some cases, sure. • Maturing industry. • It’s a growth industry. • Economics still favor the miserly workaholic.
- 11. 3 EASY WAYS TO GET STARTED • Copy Competitors: – http://siteexplorer.search.yahoo.com/ – http://www.opensiteexplorer.org/ – http://www.linkdiagnosis.com/ • Answer Questions – http://answers.yahoo.com/ (search + RSS) • Take Credit – Google tools: “alerts” and “related”
- 12. CASE STUDIES, Q&A, ETC. • Granite Countertops and Baseball • “The Tax Rascal” • Targeting the Pre-K market via Halo 2. • Frenemies at the NYT and TC. For More: byrne@byrnehobart.com digital-dd.com @byrneseyeview slidesha.re/ga-link-building