Low Budget Link Building Tactics - Stacey MacNaught - Digital Olympus

Link Acquisition
without BIG
Content Budgets
@staceycavStacey MacNaught

@staceycav #digitalolympus
My favourite marketing stunt of the past
decade…

843
Miles per hour - Felix Baumgartner’s top
speed during the jump

3 million
Tweets about the jump during the event
itself.
https://www.campaignlive.co.uk/article/red-bull-stratos-skydive-smashes-youtube-records/1154746?src_site=marketingmagazine

8 million
simultaneous live viewers on Youtube.

43 million
Views on the 90 second highlights video
Redbull released later.
https://www.youtube.com/watch?v=FHtvDA0W34I

And the stat I was particularly interested in
as an SEO…

http://www.redbullstratos.com

So, if we all want top tier links from
thousands of publications, we just need to
get someone to jump out of a balloon from
space.

All you’ll need…

50 million Euros.
https://www.sportsbusinessdaily.com/Global/Issues/2012/10/16/Marketing-and-Sponsorship/Red-Bull.aspx

Was it worth it?

I have no idea.

Did it have a lasting impact on
brand recall and
engagement?

On a more “real world,” scale, you’d be
hard pressed to find better big content
examples than those from Verve Search.

@staceycav #digitalolympushttps://www.lenstore.co.uk/vc/24-hour-london/

@staceycav #digitalolympushttps://www.lenstore.co.uk/vc/24-hour-london/
143 Referring domains so far.

But that still needs a good budget and
requires a notable time investment.

If budget or time is tight, or you’re dealing
with nervous clients/stakeholders, BIG
content might not be the best approach to
link building.

So, what do you do to build links when
time and/or budget is restricted?

Simple People Stories or
Case Studies

We know that journalists cover stories.

Every single business has people at its core
and people have plenty of stories.

Starting a company is a story interesting
enough to win coverage and links

Get together with the founders and
most senior people within the
company

Find their stories.

are they in this business? What inspired
them?
Why

they have overcome to achieve what
they’ve achieved so far
Challenges

were they brought up and educated?
Where

Get Googling and find the press
outlets that are frequently running
these stories.

Go to local and regional press
http://www.localmediauk.org/A-Z-Newsbrands

If it feels more like “traditional PR,”
that’s because it is. But we have no
need to shy away from that as SEOs.

Top tier publications publish
features day in, day out

Find features calendars and
Media Kits

http://marketing.usatoday.com/wp-content/uploads/2018/02/2018-editorial-calendar.pdf

https://cnda.condenast.co.uk/static/mediapack/tr_media_pack_latest.pdf

http://adage.com/images/bin/pdf/Ad_Age_Media_Kit.pdf

Many media kits are set up to sell ads,
but can still be very useful in pitching
features.

They tell you…

What a publication is writing about & when

Who they’re writing for

Don’t contact media kit sales email
addresses. Instead, look for a features
desk/editor or the writer(s) of similar
features

Many editorial calendars are not
available online. ASK for them.

It’s a much easier “in,” than a cold pitch.

Pitch relevant feature ideas in keeping
with planned topics, tying in how they’ll
appeal to the audience and what
expertise you can supply.

Creative Commons
Image Distribution

This is plain and simply about creating and
distributing visuals that people need or
want to use in their content.

It’s an age old approach and very simple.
But so cost effective and can work in
even the toughest spaces.

In brief, you need to identify potential
images people need and want,
relevant to your website/niche

Is there demand for images of that
type? Check how frequently similar
ones have been used.

Found 20+ instances of this in use

It told me there is demand and I felt
able to create better images.

Once you’ve produced the images,
move into distribution

Flickr makes this very easy.

Track usage and Chase Attribution.
https://www.pixsy.com

Full guide on the process I use:
https://www.staceymacnaught.co.uk/image-link-building/

Tools and Services to
Cut Content Production
Costs

Low cost survey data:

Freedom of Information
https://www.whatdotheyknow.com/

Freedom of Information
https://www.asktheeu.org/

Existing Data Sources
https://www.asktheeu.org/

Focus on the story first. The
presentation or format should be led
by the story.

Low cost content production:
https://juxtapose.knightlab.com/

https://storymap.knightlab.com/

https://mapme.com/

https://infogram.com/

https://app.apester.com/

Be prepared to invest time in
promotion

But you CAN achieve top tier links
without massive budgets.

hello@staceymacnaught.co.uk
@staceycav

Low Budget Link Building Tactics - Stacey MacNaught - Digital Olympus

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