7 Tactics to Drive More Inbound Links presented by Paddy Moogan at SMX East.

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7 Tactics to Drive
More Inbound
Links

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Tactics that you can go away and use
tomorrow morning

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#1 Develop reusable content

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This works well for low-budget clients

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Data can often be reused

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We can plug in 2019 data very easily
and launch again

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Content pieces don’t have to be
one-off campaigns

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#2 Outreach should be
an ongoing activity

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This also works well for low-budgets

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The usual process…

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You don’t have to start all over again

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It’s always summer somewhere…

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We can keep going

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Works well for regular events

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Internet of Things Day
happens every year

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We also proactively look for
opportunities for more links

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Build up a
content bank
which you
can
constantly
outreach

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#3 Learn what works across industries

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You need to be recording data on
every campaign you launch and
every link you build

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We’ve done this across 3,500 links,
170 campaigns and 20 clients

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What can you learn?

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Average
Total
Coverage

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Average
Total
Coverage

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Average
Total
Coverage

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#4 Go for a big hitter exclusive first

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Find a top tier newspaper or
magazine – ideally someone that
your client values highly

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“Who are your top 10 dream
publications to be featured in?”

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Offer the journalist exclusive
coverage for 24-48 hours

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This works really well
for data-led stories

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#5 Outreach to 2nd tier websites

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Ever seen this happen?

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Outreach to them and ask if they can
link to the original source of data

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#6 Use keyword research
for more links

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We can forget about the basics
sometimes…

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Google Analytics code

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Open Graph

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Title tags and descriptions

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Think about the keywords that your
content piece can rank for

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This was for an insurance client

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A key target demographic is
personal trainers…

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Ranking well for datasets can also
lead to more links

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#7 How to get past gatekeepers

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Source

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When it comes to outreach…

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Internal PR teams can be protective of
their contacts

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They also have their own campaigns

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Create and share a content calendar

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Add internal campaigns to it

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Do the same with contact lists

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GDPR…

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Thank you!
Tweet me - @paddymoogan
Email me – paddy@aira.net
www.aira.net