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International Link Building

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This is a brief deck to show how traditional linking building efforts for SEO can be utilized internationally.

Publicada em: Marketing
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International Link Building

  1. 1. International Link Building © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  2. 2. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Agenda • Hiring International Authors • Creating Content • Beginning Outreach
  3. 3. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Process Identify Region Hire Authors Keyword Research Create Relationships Craft Content
  4. 4. Hiring International Authors • Use online freelance services that allow you to search for authors by language or country • Look for services that specialize in translators or foreign-speaking writers • Avoid low-cost services like Fiverr; cheap = bad © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  5. 5. Hiring International Authors © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. You are not just hiring freelancers. You are building a team.
  6. 6. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Build Your Team
  7. 7. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Build Your Team Reviews and money talk. Bull!@#$ walks.
  8. 8. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Build Your Team
  9. 9. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Scout Multiple Sources
  10. 10. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Collect Examples
  11. 11. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Content Creation Create something worth reading, worth sharing and worth linking to
  12. 12. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Matt Cutts Be Like
  13. 13. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Keyword Research Imagine you run a food blog and you want to expand your audience to include Japan. Use Google Translate to find the closest match to your idea to start your journey. If you’re really awesome, you’ll consult with your new content team instead.
  14. 14. Foreign Language, Familiar Tools © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  15. 15. Foreign Language, Familiar Tools © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Choose your location and language
  16. 16. Foreign Language, Familiar Tools Search using the native language, not English © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  17. 17. Foreign Language, Familiar Tools Translate the results © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  18. 18. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Translate & Target Translate in Chrome can be used almost anywhere, including in the Keyword Planner. The highlighted term has a lot of volume and may be culturally significant.
  19. 19. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Research & Learn Visit Google.co.jp and enter the Japanese query. Translate the results to start identifying a theme. Apparently there is a demand for easy and inexpensive recipes for single family homes in Japan.
  20. 20. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Content Ideas There were 200 instances of Google Autocomplete for this term. That’s 200 content ideas.
  21. 21. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Put Your Team to Work
  22. 22. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Paid Promotion Our goal is to build links, but we can give our content (which is really, really amazing) a nice targeted push on Facebook, Twitter, Reddit, StumpleUpon and other channels.
  23. 23. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Targeted Facebook Ads
  24. 24. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Targeted Facebook Ads
  25. 25. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Identify Influencers
  26. 26. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Identify Influencers
  27. 27. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Followerwonk (English)
  28. 28. Followerwonk (Japanese) © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  29. 29. Identify Potential Blog Partners • Search for the keyword in the native language on the native search engine • Identify blogs or lists of blogs • Scrape the URLs found and export to Excel or © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. CSV
  30. 30. Identify Potential Blog Partners © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary.
  31. 31. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Buzzstream • Paste or import the URL list into Buzzstream
  32. 32. Acquire Contact Information © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. • Buzzstream searches for contact information on the URLs you selected
  33. 33. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Begin Outreach • Goal: obtain links, mentions and guest post opportunities by establishing relationships • Have your author translate the following: • A guest post request that mentions a specific article on the partner’s website • A Tweet promoting your content • All promoted ad copy for Twitter, Facebook, Reddit, etc. • A PR pitch
  34. 34. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Be Real Even though you will be working with a native speaker, start your conversation in English. Be transparent and direct in your request. End with the translated version. Including both shows that you are sincere in your request and that you care enough to make the effort to reach them in their own language.
  35. 35. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Egobait • Follow your potential link partner on Facebook, Twitter, Google Plus • Use Followerwonk to determine the best time to Tweet; Tweeting at the right time of day can improve chances of getting a mention, a follow or a retweet. • Promote a page on the partner’s website, preferably the same content you reference in your outreach email
  36. 36. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Crazy, right?
  37. 37. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Recap International Authors Build a team of native-speaking writers Content Creation Identify what your target region is interested in reading that relates to your content Promotion Identify link partners and start developing a relationship Measure results and improve your process
  38. 38. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Resources
  39. 39. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Authors • https://www.elance.com/ • https://www.freelancer.com/ • http://copywritercollective.com/ • http://www.guru.com/
  40. 40. © 2014 Razorfish Healthware. All rights reserved. Confidential and proprietary. Tools • Followerwonk • Google Keyword Planner • Google Translate • Topsy • Buzzstream • Buzzsumo • Facebook • Twitter

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