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35 Ways to Get Links59:51 with Paddy Moogan
Paddy dives into 35 ways to get links. He goes out of the box, around the universe, and all the way back to MozCon.
[Mozcon 2012 Seattle] Good morning, guys. As Laura said, I'm Paddy. 0:05 [Link Building] [Paddy Moogan] [Lead SEO Consultant] [Distilled] [www.distilled.net] [@paddymoogan] 0:08 I work at Distilled in the London office. 0:10 We're going to kick off Mozcon with a session about link building. 0:12 But I wanted to start off and be really, really honest 0:14 about something to do with link building. 0:17 I get a little bit frustrated sometimes by SEO bloggers 0:24 and presenters talking about link building, 0:27 and they make it sound so damn easy. 0:31 It's always the same message, right? 0:36 Build content, and you get links. 0:38 Have a blog, and you'll get links. 0:41 Have a community, and you'll get links. 0:43 Now, while those things aren't untrue, 0:46 they're not quite 100% true either. 0:49 It's not that straightforward. 0:52 It's not that easy for most of us. 0:54 It's easy for these guys. 0:57 These guys have the influence. They have the trust. 1:00 They have been around a long, long time. 1:03 These guys can just push out content. 1:06 They can push out content, and it will get tweets. 1:09 It will get shared. It will get traffic. 1:12 It will get links, because people trust these guys. 1:14 People trust them enough to link to them 1:18 without really thinking about it. 1:20 SEOmoz is up there for 2 reasons. 1:23 One, they're in this bucket. I really envy Ruth, the lead at SEOmoz. 1:25 Do you think she has to do outreach for Rand's blog posts? 1:29 No. 1:33 I wish my clients were like that. 1:35 The second reason those guys are up there—I'm not sure where Rand is. 1:38 I'm assuming he's here somewhere, but I'm going to pick on Rand for a few minutes, 1:42 because I've got the microphone. 1:46 Rand is guilty of making link building sound a bit too easy sometimes. 1:50 He's told us a couple of times about the link-building tool he's got 1:56 inside the SEOmoz blog. 2:00 It's called the publish button. 2:02 He hits this button, and he'll get a few hundred links. 2:04 A thousand tweets, 50 comments. 2:10 It makes you feel sick. [laughter] 2:13 But the first time I heard this, I thought, "Wow, that's awesome." 2:16 "Rand, that's amazing that you've got that influence and that trust." 2:21 Then I realized it doesn't really help me, does it? 2:25 It doesn't really help my clients get more links, 2:29 and the thing is, this didn't happen overnight. 2:32 When I thought about it a little bit more, 2:37 I realized this took time. 2:39 Let's go back in time a little bit. 2:42 2007, a couple of Rand's blog posts. 2:44 Four thumbs up on the top one, one on this one, 2:48 and that's from Rand. 2:51 No one thumbed this up apart from him. 2:53 [laughter] 2:55 Back a bit further, 2005. 2:57 There were tons of these, loads and loads of these. 3:01 Sorry, Rand. 3:03 There were loads of them. I'm not going to get invited back to Mozcon. 3:05 No comments. No comments. 3:08 There were loads of these. 3:10 How many links do you think he's got? 3:12 One, from SEOmoz.org. 3:15 It was an internal link. It was Rand linking to himself. 3:19 There were no external links pointing to these pages. 3:23 Fast-forward to today, and things are a little bit different, right? 3:27 Rand, doing better now, mate. 3:31 This didn't happen overnight. This took 7 years for Rand to achieve. 3:35 And it's because of this. 3:39 This is right. This is what we should be selling to our clients. 3:42 This is correct. 3:47 I don't really care whether you call it inbound, whether you call it SEO, 3:49 digital, online marketing. 3:52 I don't give a shit. 3:54 These things around the edge are the techniques 3:56 and methods that got Rand to where he is today. 3:59 Those guys, the godfathers of inbounds themselves, 4:05 Dharmesh and Brian from HubSpot, and of course, Rand. 4:09 The inventors of inbound. The evangelists. 4:12 What's the one thing these guys haven't got 4:16 which I bet 95% of this room, including me, have got? 4:18 What's the one thing? 4:24 These beautiful things. 4:27 I still do these. I'm an SEO at Distilled. 4:30 I'm not a director of search. 4:32 I'm not head of SEO. 4:34 I don't own my own company. 4:36 I still do these every month for my clients. 4:38 I sit there and do them. 4:40 It's not my favorite job, but they have to be done. 4:42 How many of you guys—it's troubling to see- 4:46 but how many of you guys do SEO reports? 4:49 Pretty much all of you. 4:52 If you do link building, who reports on the number of links that you've built? 4:55 Again, quite a few of you. 5:00 Who has ever had to report that after doing link-building work 5:03 you've got no links? 5:07 Several times. It took me a while to learn. 5:12 And I felt the pain. 5:15 It's really hard to write a report and then talk to the client 5:17 and say, "Hey, I've spent 3 days of your time this month." 5:20 "I didn't get any links." 5:24 And the problem is, even the best clients, even the ones who get this, 5:26 the ones who believe in long-term strategy 5:29 and believe in long-term goals, 5:32 all of a sudden, it doesn't matter. 5:35 All of a sudden, all they care about is that report, 5:37 and that's right. 5:41 They're paying us a fee on a monthly basis. 5:43 If you're not delivering results month over month, 5:46 they are going to get a little bit nervous and a little bit tetchy. 5:50 And it comes down to this, strategy versus tactics. 5:55 Now, I'm not going to get into a debate about the differences. 5:58 I just want to demonstrate the point with a current example. 6:01 The next slide I'm going to show is from one of my clients. 6:05 Excuse me. 6:08 From one of my clients at Distilled. 6:13 They were actually my first client when I joined Distilled over 2 years ago. 6:15 They're still my client today. 6:18 This is their traffic graph, organic, for the last 2 years. 6:20 Strategy alone wouldn't have got us to this point 2 years later. 6:24 We would have been fired back here, 6:28 because you can see things weren't always perfect. 6:30 There are dips. 6:32 For 3 months in a row, the traffic flatlined. 6:34 It didn't really see any increases. 6:37 But we kept showing the client tactical wins. 6:39 We showed them what we were working on 6:42 and how that figured into the big strategy. 6:44 Those tactical wins kept me in a job at that point. 6:47 I'd never have got all the way down this end. 6:51 And because of this, and because I want to help you guys 6:54 make those SEO reports to Carson, 6:57 the next 35 minutes, 35 tips to help build links, 7:00 and the goal is to help each and every one of you 7:05 go back to work on Monday after Mozcon, after the weekend, 7:10 and build more links. 7:14 That's the goal, and I'm going to make a promise. 7:16 There are a lot of you. There are about 700 and some. 7:19 But if at the end of this presentation 7:22 you don't feel that any of these tips, not one of them, 7:26 is actionable for you, you can't use any of them for your clients, 7:30 I'm here for the next 3 days. 7:33 I'll be in every session. I'll be at the party tonight. 7:35 I'll be at the party tomorrow night. 7:38 If there is one on Friday, I'll be there too. 7:40 Come and find me. 7:42 I will sit down with you and your website and my laptop, 7:44 and I'll help you find ways to get links and get results. 7:46 Alternatively, this works just as well. 7:49 [laughter] 7:52 Being serious for a moment, there is actually a direct correlation 7:55 between the number of pints of Guinness I drink 7:58 and the number of link-building tips I give away. 8:00 It's true, honestly. 8:06 Correlation equals causation in that case. 8:08 I've always wanted to say that. 8:11 Number 1. Okay, let's get going. 8:13 This is a real example from one of our clients at Distilled. 8:15 Now, I can't show you the actual client example, 8:17 but I've still got one to show. 8:20 Bookbait. 8:22 Bookbait is like ego bait but in real life. 8:24 The concept is that you get 50 bloggers in your industry. 8:27 You get them to input on a topic. 8:32 Answer a bunch of questions, give you some content. 8:35 What most SEOs do at this point, 8:38 they put all of that content into a blog post 8:41 or an e-book. 8:44 What we did for our client was we put all of that content 8:46 into a real book, and we printed that book. 8:48 We sent it to the 50 bloggers who took part, 8:52 and I can't show you the client example, 8:54 but this happened to us. 8:57 I had the creative in London, Mark, he's an awesome guy. 8:59 This was his first infographic, the data cake, 9:02 on the right-hand side. 9:05 This went huge. It got hundreds and hundreds of links. 9:07 It's been featured in the MIT textbook as well. 9:10 It's gone massive. 9:13 These guys, "I Love Charts," featured it in the book 9:15 and sent him a copy. 9:18 I live with Mark, and when he got that book, 9:20 the first thing that he did was open the page 9:23 to his contribution. 9:26 Do you think he's tweeted about it? 9:28 Do you think he liked it on Facebook? Do you think he's linked to them? 9:31 Yeah, he loves these guys now. 9:33 He's their biggest evangelist, 9:35 all because they took his content and made it real 9:37 and made it tangible, and the same thing happened 9:40 when we did this for a client. 9:42 Number 2. 9:46 An embed code within an embed code within an embed code. 9:49 You can go so many levels deep. 9:53 When I was preparing for this presentation, 9:55 I kind of felt like this, and I want to try and explain it a little bit better. 9:57 This is what standard embed code looks like. 10:02 You copy and paste it onto your website, 10:05 and you get an infographic showing up. 10:07 What if inside this code 10:10 was the code for this embed box 10:13 so that when someone copies it from your website 10:17 they not only get your infographic, they get this box as well 10:19 onto their website? 10:23 If traffic goes to that website and wants the infographic, 10:26 they can grab it really easily. 10:28 But it will still link back to you. 10:30 To make this actionable, 10:32 here's a little tool for you guys to use, 10:35 and this will be available afterwards as well. 10:37 This is an embed code generator, 10:40 but it will also generate the code for the embed box, 10:42 and it will also give you a preview live on the page, 10:45 so you can see what I'm talking about. 10:48 Even if you don't use it straightaway, you can look at the concept. 10:50 Number 3, photos get links, and I'm going to prove it. 10:54 This is another real client example from Distilled. 10:58 This is one of my clients in the UK. 11:01 These guys, they've got data centers all around Europe. 11:03 They've got 1 data center in the heart of London 11:07 right in the middle of the city. 11:10 As you guys are aware, the Olympics are about to start in London. 11:12 It should be fun. I'm glad I'm here. 11:15 And they realized that because of their position in the city 11:17 during the Olympics, their workers, these guys, their engineers, 11:22 would struggle to get into the data center. 11:26 So they put these sleeping pods inside the data center 11:30 for them to sleep in, so they didn't even have to go home. 11:34 They avoided that commute into work. 11:36 The PR company went in and took a bunch of these photos, doing loads of them. 11:39 They sent them out to a bunch of sites. 11:43 They didn't get many links from it, but I didn't ask, 11:46 but what I did is I actually achieved the best 11:49 link-building conversion rate I've ever had through this campaign. 11:53 I didn't get hundreds of links, 11:57 but 15 links from 16 emails. 11:59 I was happy with that. 12:02 It took me about 60 minutes to do this. 12:04 Two ways that I did this which you guys can use. 12:06 I set up Google alerts for the story 12:10 and a few variations of it, and I also used Google Image Reverse Search 12:13 to find those photos and see where people had used them. 12:18 I then emailed those sites and said, "Hey, you've used our photo." 12:22 "Thank you. Can you just put a credit link onto the photo?" 12:25 Fifteen out of 16 did, and the one that didn't 12:30 linked to the press release, which isn't terrible. 12:32 These weren't small links. They were good sites. 12:37 These are strong, relevant sites in their niche. 12:40 This isn't some spammy blogger or some low-level blogger no one has ever heard of. 12:43 These are good sites that we got links from, 12:47 and the conversion rate was crazy, because the photos get links, 12:49 because they work. 12:53 Number 4, a couple of really quick ones. 12:56 If your competitors are doing guest posts, 12:58 and let's face it, they probably are, 13:01 let's face it as well, they're probably lazy. 13:04 They use the same byline. 13:07 Copy and paste part of the byline into Google, 13:09 and you'll find all of the other places that they guest post. 13:11 This is so true. 13:16 I did this yesterday. 13:18 I found an SEO company who is in the room. 13:20 I found one of their guest posts. 13:22 I googled that snippet and found about 40 other sites 13:24 where that SEO company has placed guest posts. 13:28 I know that's quite actionable. 13:30 You can still go and approach those sites. 13:32 But I love being sneaky like that. 13:34 It's awesome, especially for SEO companies. 13:36 Number 5. 13:39 If you want to take this a step further, take your competitor's backlinks 13:41 from Open Site Explorer, put it into an XL doc, 13:43 put that into a Google Custom Search Engine, 13:48 and you've got your search engine for your competitor's links. 13:51 You can search for things like guest posts, 13:54 competitions, sponsored links. 13:56 You can mine all of those links 13:58 and pull out the opportunities which you can use as well. 14:00 Number 6, a couple of really quick ones. 14:05 Finding guest post opportunities quickly is essential. 14:08 Here are 3 ways you can do that. 14:14 BlogDash.com. Sign up for it. 14:16 It's $20 a month, and you can browse over 100,000 websites 14:19 that accept guest posts and accept stories, 14:23 and you can pitch them your story from within the interface. 14:25 BloggerLinkUp.com is a mining list. 14:29 You sign up for it, and 3 times a week 14:31 they will email you with lists of websites 14:34 that are looking for guest posts, 14:38 sites that are looking to link to you. 14:40 Three times a week for free. 14:42 Guestr.com is a lot smaller than the other two. 14:45 There are about 600 sites in here at the moment, 14:47 but from experience, the conversion rate from these sites is a lot better. 14:50 I'm not quite sure why, if I'm honest, 14:54 but when you contact these ones, they seem to convert a lot better into links. 14:56 Number 7. 15:02 If you work on a website that's behind a paywall 15:04 such as a magazine, such as a newspaper, 15:07 the general way that you monetize that site 15:10 is if someone comes from a search engine to your website, 15:13 the first time they come they will see an article. 15:17 They will get to read it. 15:20 The second time, they will get a popup such as this 15:22 that will ask them to start paying to readdress the content. 15:24 What if you were to apply the same concept 15:29 but for traffic from higher priority blogs and websites in your niche? 15:33 Let's take an example. 15:38 If you had an online marketing blog, inbound, SEO tools, whatever, 15:40 you might want to partner with someone like SEOmoz 15:44 and get featured on this page. 15:47 But the way that you partner with them—if you're a site 15:49 that you've got paid content behind a paywall that you can't normally give away, 15:51 partner with a site to give their visitors the first 3 articles for free. 15:56 To make that happen, the site has to link to you. 16:01 They have to link physically so their visitors can click through that link 16:04 and get the content for free. 16:08 You get a link. 16:10 Their visitors get free content, which they wouldn't get through a search engine, 16:12 and the owner of the site gets happy users. 16:15 Number 8. 16:19 Finding someone's email address quickly is essential if you're doing outreach. 16:21 This is a Tout app. 16:24 It's a little Google Chrome plugin. 16:26 When you're on a page that has an email address on it, 16:28 this little red flag pops up in the toolbar. 16:30 You click on it, and you get that person's email address. 16:33 Nice and easy. 16:36 If you can't find their email address, 16:38 Rapportive can help. 16:40 Now, the way that you're meant to use Rapportive 16:42 is you put someone's email address in, 16:44 and on the right-hand side their details show up, 16:46 so Facebook, Twitter, all that kind of stuff. 16:49 That's how you're supposed to use it. 16:52 If you want to have variations of someone's email address 16:55 into this field, when you've got the right one this shows up 16:58 on the right-hand side, and you know you've got the right email address. 17:03 Now, as much as I really wanted to put Matt's email address up, 17:08 I'll let you guys find it yourself. 17:10 I think he's got enough emails from SEOs right now. 17:13 It took me 2 minutes to get those free. 17:15 You can find anyone's email address. 17:17 BuzzStream. I love BuzzStream. 17:19 It's helped me build so many more links. 17:21 Here's a couple of tips you can use for that. 17:23 The panel that you can see here is from the outreach module. 17:25 On the left-hand side is the details of the blog that you're contacting. 17:28 On the right-hand side is the email that you're about to send. 17:33 There is a little feature in BuzzStream which the guys haven't really announced yet, 17:37 and it's really, really cool. 17:40 You can click on this RSS tab, and it will pull in live 17:42 the RSS feeds of the blog you're about to contact. 17:45 You can customize the email in the same view. 17:49 You can pick out one of the titles 17:52 and customize that email really quickly and really easily. 17:54 The other thing it does is it shows you the date. 17:57 It shows you the date of the last published post. 18:00 If that's more than 6 months old or years old, 18:02 you might want to skip it and move onto the next one, 18:05 because it's probably a dead blog, and you don't want to waste your time contacting it. 18:08 The second thing I love about BuzzStream, 18:12 it gives you the conversion rates of your templated emails 18:14 so you can see exactly which ones work, 18:18 which ones don't, and which ones get the most links. 18:20 If you're going link building across a team 18:23 and you're sending out lots of these emails, 18:25 you've got to be measuring this stuff. 18:27 Make it a KPI of your team to improve this number. 18:29 Number 10, photos again. 18:34 Making photos embeddable. 18:36 What usually happens when you have good photos on your website 18:38 is someone will come to your site, take a copy of it, 18:42 use it somewhere else, and they probably won't link to you. 18:45 Install a script on your site so if someone right clicks on one of your images 18:49 they get a little embed box such as this. 18:52 They can copy and paste it onto their site. 18:54 This is actionable for you guys. 18:57 There is a demo at the top of the URL, 18:59 so you can go in and see how it works, and the script itself 19:01 you can download from that URL. 19:03 Go in and use it, customize it to your own site. 19:05 A passive way of getting links. 19:08 This will be available afterwards as well. 19:11 Number 11. 19:14 One of my clients in the UK is doing this one really well at the moment. 19:16 The guys sitting on top of the tank are the ones who own blogs. 19:19 The condition of them going on that tank 19:24 was that afterwards they would just write a review of the day, 19:27 which happened to include the link to the client. 19:32 Not dodgy. 19:35 It's just taking people out, giving them a good time, and building relationships. 19:37 I love this one. 19:41 This is so sneaky. 19:43 Next, they're a UK fashion retailer. 19:45 They sell men's clothing, women's clothing, that kind of stuff. 19:47 They've got this really awesome idea, 19:51 which is a blogger network, but a good network. 19:53 If you're a fashion blogger, 19:57 you can sign up for this program 19:59 and get access to their products, their images, 20:01 upcoming releases. 20:05 All that you have to do in return is embed this badge on your blog. 20:07 If one of your competitors is doing something similar to this, 20:11 there is something you can do with this badge. 20:15 Take the URL, put it into Google Image Reverse Search, 20:18 and you'll get something like this: 20:22 all of the blogs in their network that use that badge. 20:25 People who love free shit and know how to link to you. 20:28 They know how to embed a badge. They've done it. 20:33 They know how to use embed codes. They know how to link. 20:35 These are the perfect people for you to reach out to 20:38 and try and get a link from as well. 20:40 Number 13. This is another awesome thing that happens. 20:44 This is a retailer in Brazil. 20:47 What this guy did, he sells clothing. 20:49 On each of the hooks on his pieces of clothing 20:54 was a little digital screen. 20:57 That screen pulled in live from his website 20:59 the number of Facebook likes that product had. 21:03 You're in the store. You're looking at a jacket. 21:06 And you can see the Facebook likes on the jacket. 21:09 Now, whether or not you think this helped him sell more jackets, 21:12 I don't really care. 21:16 As a link builder this got him 21:18 loads and loads of links, because it's cool. 21:21 It's different. It's innovative. 21:24 And it started offline. It wasn't online. 21:26 It wasn't blogger outreach. 21:28 He just did something cool and told people about it 21:30 and merged it with online. 21:32 Here is another example. 21:34 This was sent to me by Tom Critchlow. 21:36 This is a pizza parlor in Distilled. 21:38 In Distilled? That would be awesome. 21:40 In New York, that sells gluten-free pizzas. 21:42 On the counter they've got this little sign 21:44 that features local bloggers who talk about their products. 21:47 What a fantastic way of massaging someone's ego 21:51 and helping them to link to you more often 21:54 and building those relationships, and this took 5 minutes to print. 21:57 It's such an easy win if you've got an offline store. 22:01 Find those local bloggers. 22:03 This is another real client example. 22:05 One of my clients in the UK pushed out this infographic. 22:09 It was based around the Soccer Champions League Final back in May. 22:11 What we did that made this infographic different 22:16 and made it more successful was we asked soccer bloggers 22:19 what they wanted to see before we'd even started to design. 22:23 We sent them a little bit of information, 22:27 so a few headlines, the little bit of data that we'd got, 22:29 and said to them, "Tell us what you like, 22:32 what you don't like, and importantly, what's missing." 22:34 And then those guys that helped us, 22:39 we featured them on the infographic as contributors. 22:41 Not only did these guys link to us, 22:44 because we gave them an ego boost, 22:46 they embedded their infographic, 22:48 but they made us create an infographic 22:50 that was going to work, because they told us 22:52 what their community wanted, so we weren't guessing. 22:56 We weren't saying, "Oh, this feels like a good headline." 23:00 "This feels like a good piece of data." 23:03 We just asked them instead. 23:05 They're the people we want links from. 23:07 They're the people you should be asking to help you 23:09 create your content. 23:11 It's a surefire way of making sure you don't waste time 23:14 creating content that no one cares about, 23:16 and therefore, gets no links. 23:20 A really quick one. 23:22 This is from Followerwonk. I think the guys are here somewhere. 23:24 If you're a writer for Mashable or TechCrunch 23:27 or any other big site, you can't help but put that in your bio on Twitter. 23:30 You're going to tell people about it. 23:35 It's a nice thing to have. 23:37 Search for things like this and these other variations. 23:39 Trust me, you will find these people. 23:41 You can start following them, start interacting with them, 23:43 and start building that relationship. 23:46 Another company I know in the UK 23:48 did this for the Huffington Post. 23:50 They built a relationship within 2 weeks. 23:53 One of their clients was featured. 23:55 Sixteen, Boomerang. 23:59 Boomerang is a Gmail plugin, and there are 2 ways 24:01 this helps you get more links. 24:03 The first way is actually something which our team here in Seattle used quite a lot. 24:05 We've got a link-building team here in Seattle. 24:09 They're here somewhere. They're awesome. 24:11 Go and speak to them. 24:13 But they struggle sometimes with being on the West Coast 24:15 and outreaching to a UK site, 24:17 because as they start their day in Seattle, 24:20 it's kind of the end of the working day in London. 24:23 It's not the most optimal time to reach out to someone. 24:26 What Boomerang allows them to do 24:30 is schedule emails to go out at certain times. 24:32 They can be sending outreach emails while they're asleep, 24:37 and by the time they get into the office, they've got time to reply. 24:41 The second way Boomerang helps build links 24:44 is the way that I use it all the time. 24:46 When you follow up with someone, 24:49 so when you email someone the first time, you don't get a reply. 24:51 It happens quite a lot, because people are busy. 24:54 I have always got more links 24:56 through following up with people than the first email. 24:59 What Boomerang does is it will tell me when someone hasn't replied 25:02 to my email, and it will bounce that email back to me. 25:06 So when I get that email back, I can reply to that person, 25:09 combine it with Google Canned Responses, 25:14 quickly insert a template, 25:16 and follow up with that person within 20 seconds, 30 seconds. 25:18 It's a really surefire way of making sure you follow up 25:23 with every single person you've contacted, and it's really quick 25:25 if you use Google Canned Responses as well. 25:29 Number 17. 25:32 This is another real client example of how Distill got links 25:34 to one of our clients. 25:37 We've got a client in the UK who are a debt/financial kind of client. 25:39 It's a little bit of a tough one to get links to, 25:43 because higher priority sites 25:45 don't really want to link to a debt website that's got calls to action on it. 25:48 It's got forms to fill in. 25:51 It's a little bit messy. 25:53 And we were trying to get a link from a newspaper in the UK 25:55 to the client, and they just said, "No, 25:57 we're not going to link to the home page." 26:00 So we created a profile page for one of the spokespeople 26:03 at this company. 26:06 We asked them again, "Would you link to it?" 26:08 "Yeah, no problem." 26:10 They just made his name a link to his profile page, 26:12 because the profile page isn't commercial. 26:14 It's just his bio, a few pictures, more information. 26:17 That's natural for a higher priority site to do. 26:21 They didn't feel like they were endorsing a debt website. 26:24 They just linked to the guy that they quoted. 26:27 The way you guys can make this actionable for yourselves— 26:29 here is Will's profile page on Distilled. 26:32 If I set up a Google Alert for Will's name, 26:36 I will get notified when someone pushes out some content 26:40 with Will's name in it. 26:43 I can then go to that website, 26:46 see if they're linking to Distilled. 26:48 If they're not, drop them a quick email and say, 26:50 "Hey, thanks a lot for mentioning Will." 26:53 "Did you know he's got a profile page here?" 26:55 "Would you mind making his name a link to his profile?" 26:57 That's a much less intrusive way of asking for a link, because it's natural. 27:00 It's not commercial. There is no commercial intent behind that. 27:05 But it's still a link to your domain. 27:08 Number 18. 27:13 If you are doing any kind of content-based link building 27:15 you probably want people to tweet that content as well. 27:17 When people do, you use something like Topsy or BackTweets 27:19 to keep track of them. 27:23 Go and see who has tweeted your content. 27:25 Click on their profile, and see if they've got a website. 27:28 If they have, contact them and say, "Hey, this piece of content you tweeted about, 27:31 thank you for that." 27:35 "Did you know you can also embed it on your website?" 27:37 These guys will give you a much better conversion rate 27:39 then cold emailing a bunch of people 27:42 who haven't even seen the content before. 27:45 These people have already interacted with it. 27:49 They've tweeted it. They've shown that they like it. 27:51 It's a small extra step to email them and say, "Do you want to embed it too 27:53 and give me a link?" 27:56 I love this one. Number 19. 27:59 There are some hashtags on Twitter that PR people and journalists use 28:02 when they're looking for information. 28:06 One of them is called Hashtag PR Request. 28:08 They use that when they're looking for people to help them with stories, 28:10 and I've got this set up in my tweet deck as a separate column 28:13 so I can keep an eye on it, but me being me and getting distracted quite easily, 28:17 I forget to sometimes check it. 28:22 And by the time I've checked it, and I see something relevant to a client, 28:24 it may be 2 days later, and I've lost the opportunity. 28:28 What I've done is combined this hashtag 28:32 with IFTTT.com, if this, then that. 28:35 Those guys will listen to Twitter, the tweets, 28:38 that include the words "PR request" and more keywords, such as "travel," 28:43 and it will send me an email as soon as someone tweets with those words. 28:47 It will even send you a text message if you want to take it that far. 28:52 Within minutes of someone asking for information 28:55 about my niche, I can follow up with that person, and this works. 28:57 These are a couple of tweets that I've picked out. 29:02 If you've got a travel client, these are the perfect people to help 29:04 to give them information, to give them photos, 29:08 to give them quotes and interviews. 29:11 It can download the recipe itself from that link, 29:13 and there will be a couple more later in the presentation. 29:15 If you're an e-commerce site and you're not doing this, you're losing, 29:20 even if it's only an April Fool's Day joke. 29:25 I mean, Unicorn Meat. 29:27 Not only did this page get tons and tons of links and social shares, 29:29 they probably sold some of it too. 29:35 People probably bought this stuff. 29:37 Number 21. I thought this one was a little bit shady at first, but it's not. 29:41 I'll explain why. 29:45 It's quite easy to build a pool of freelance writers. 29:47 There are lots of really good writers out there 29:51 looking for work. 29:53 You can go to oDesk. You can put an advert on your website. 29:55 There is quite a lot you can do to get these guys on board. 29:57 One of my clients in the UK has got over 100 freelance writers on their books. 30:02 They can't possibly keep all of them busy all of the time. 30:06 They've just not got that many jobs that need doing. 30:10 What they could do instead is look at the fees 30:13 these people charge, offer to double it 30:18 if they'll not only write the content but they place it on a guest blog 30:21 elsewhere linking back to you. 30:25 This isn't paying for links. It isn't. 30:29 This is like having your own freelance link-building team 30:31 who are paid on commission. 30:35 That's all it is. They're not buying links from these sites. 30:38 You're just paying them to write their content and put it elsewhere. 30:41 A hundred writers acting as your link builders. 30:45 Even if you only get a handful of links a month, 30:50 you only pay when you get a link. 30:52 Number 22. 30:55 Tweeting at people at just the right time 30:57 can get you a much better response. 30:59 It can also increase your chance of getting retweets. 31:01 This is a little tool called When Do They Sleep? 31:03 I put Will's Twitter account into it 31:06 and it told me that apparently—it looks about right— 31:08 he sleeps between 11 PM and 7 AM according to his tweets. 31:11 It kind of makes sense, right? 31:15 He's actually just had a baby, so that's probably going to be flipped around 31:17 right about now, but the point is 31:20 you don't want to be tweeting at someone 31:23 probably a bit more popular than Will, a celebrity, 31:25 someone who has got hundreds of thousands of followers 31:28 at the time when they're not online, 31:30 when they're not active and won't reply to you. 31:33 You can action this one. Here's a free tool. 31:37 This is just for Mozcon, so copy down the URL, 31:40 because this won't be available afterwards. 31:42 This is just for you guys. 31:44 Tom Anthony, one of our team in London, 31:46 built this little tool for you guys. 31:48 It will sit on your machine 31:50 listening for whatever Twitter user you want to tweet. 31:52 As soon as they do, within seconds 31:56 it will tweet back at them with your message. 31:58 Tom has had a lot of fun with this, 32:01 tweeting at celebrities in the UK and trying to get retweets 32:03 of our content. 32:06 Within seconds it will do it, and it will sit there in the background on your machine. 32:08 It won't interfere or anything. 32:13 Just go and use it. Give it a try. 32:15 Number 23. 32:18 Go to Meetup.com. 32:20 Search for the word "blogger," and search for your area. 32:22 You'll find stuff like this. 32:25 Music bloggers, design bloggers. 32:28 If you're a fashion retailer, Design Bloggers Network meetup. 32:30 There is going to be 68 bloggers in the same place at the same time. 32:34 I guarantee if you go to that meetup 32:38 and interact with those people, give them business cards, 32:42 get their details, buy them a drink, 32:45 have dinner with them, you will get a much better response rate 32:47 than sending 68 outreach emails, 32:51 and all you've got to do is go and have a drink. 32:54 Who doesn't want to do that? 32:56 You just go and speak to them and say hi. 32:58 If you want to take it a step further, sponsor the bar. 33:00 Everyone will love you. 33:03 Go into the bar, drop your logo around the bar, 33:05 or even run your own meetup. 33:07 This is something most SEOs should be doing, in my opinion. 33:09 Run the local meetup for local bloggers 33:13 and give them SEO tips. 33:15 You guys all know SEO. You know far more than these guys will. 33:18 Just give them some basic tips. 33:21 It's a perfect way of engaging with them 33:23 on a level that's going to help them, and they will suddenly like you. 33:26 Getting people to like you gets you links. 33:29 Number 24. Blogger competition with a twist. 33:33 The standard way that most people do blogger competitions is this. 33:36 You write a post on a certain topic, 33:41 and to enter the competition, you link to whatever the site is. 33:43 That's what most people do. 33:47 EasyJet, a UK flights website, 33:49 did something really cool. 33:52 As part of your entry, you nominate 5 other bloggers 33:56 and keep the initiative going. 34:00 "Initiative." You keep the link-building scheme going. 34:02 Because these guys are all going to link to you. 34:04 The perfect way of making this go viral 34:06 without you having to do any extra work, 34:10 you can follow up with them and email them if you want, 34:12 but you don't have to. 34:14 This is a great way of making sure that your competition goes viral. 34:16 Number 25. 34:21 Okay, live tweeters, bloggers, stop for a moment. 34:23 This one is a bit shady. 34:26 John Jaluca, stop. 34:28 I feel really bad talking about this on the Mozcon stage, 34:32 but my dream has come true, 34:35 to talk about blackout stuff at Mozcon. 34:38 This is my affiliate income from one of my websites for 2012. 34:41 I'm not a very good affiliate. 34:45 And I want to earn more than this. 34:48 If you've got an affiliate program, find people like me. 34:51 I'm never going to withdraw that. 34:55 That's going to sit there forever. 34:57 I'm not really going to take it out. Find people like me. 34:59 Remember, at the moment I'm linking to these merchants 35:02 using horrible affiliate code, horrible redirects. 35:05 Google won't pass any linkages across those. 35:08 Contact me and say, "Hey, we see that you've got an affiliate program 35:11 that's not sending much traffic." 35:16 "How about we pay you £20-£30 a month, 35:18 and that's guaranteed every month." 35:22 "All you have to do is guest blog on your blog 35:25 linking to us." 35:29 "We'll guarantee that income every month, rather than this." 35:31 "Oh, and just don't use your affiliate link." 35:34 "Use this nice, clean link." 35:36 It's not really buying links, is it? 35:39 It's being creative. 35:41 Creative link building. 35:43 There is going to be lots of this over the next 3 days. 35:45 I think Martin's here on Friday. 35:48 Twenty-six. 35:50 Broken link building. 35:52 Most SEOs do this, 35:54 but there is a little thinking directory which I'm going to show you. 35:56 Most broken link building will start off with a query such as this, 35:59 so a list of outdoor clothing stores and URL links, 36:03 and you click through its result, and it shows you something like this. 36:07 Use the Check My Links Google Chrome plugin, 36:10 and it will highlight on the page links in green that are working, 36:12 and links in red which are broken. 36:15 Now, what most SEOs do at this point, 36:17 they will contact the owner of this website 36:21 and say, "Hey, you've got 2 broken links on this page." 36:23 "You should fix those." 36:26 "Oh, and by the way, can you link to me as well?" 36:28 That's what most SEOs do. 36:30 We're not most SEOs. 36:32 Run Open Site Explorer on these 404s. 36:34 You'll get stuff like this showing up. 36:37 And of the 7 websites linking to the same 404, 36:40 from one Google search result you've got 7 link opportunities. 36:43 You can even use the same template to email these guys. 36:48 Just customize the name in the opening line. 36:51 You can do this in 10 minutes, 15 minutes, 36:54 outreach of 7 websites. 36:57 Broken link building has a good conversion rate. 36:59 The guys at SEER wrote a really good blog post on this situation. 37:02 Check it out. 37:05 Number 27. This is a fun one. 37:07 It's really quick, and it's a passive way of building links. 37:09 Most industries, whatever product you sell, whatever services you sell, 37:12 you can find songs that have got the same kind of titles that are related. 37:16 If you do pet insurance, you can find songs about animals. 37:21 Yeah, you can. Create a playlist. 37:26 Make it embeddable. Make it sharable. 37:28 And stick it on your blog. It will take you half an hour. 37:31 It's a great way of passively building links. 37:33 I love this. This was so creative. 37:37 This is a company called Innocence who are based in the UK. 37:39 They do health food such as fruit juices, 37:42 smoothies, vegetable pots. 37:45 Not my sort of thing, if I'm honest, 37:48 but they did this campaign. 37:50 The more people that tweeted this page, 37:53 the cheaper this product became 37:56 until the point where when they have enough tweets 37:58 everyone who went to that page would get the product for free. 38:01 What an amazing way of incentivising sharing of a page. 38:07 You get free shit if you tweet this page, 38:11 and you know what's best about this? 38:13 People will game this. 38:15 People will tweet it over and over again 38:17 to make that number go up. 38:19 Fine, that's awesome. 38:21 You want people to game it. 38:23 You want people to tweet it over and over again, 38:25 because their friends will then see it, 38:27 who will then do the same, and you're getting what you want. 38:29 You're getting social shares to that page. 38:31 These guys also got links out of this. 38:34 It got shared in a bunch of places, 38:36 and it got covered by a bunch of marketing blogs 38:38 who realized how good this idea was. 38:40 Yet one of the best ways of getting links, 38:42 come up with an idea such as this, 38:46 and make a noise around the SEO conference, 38:48 and make one of the speakers talk about it. 38:51 You'll get links that way. 38:53 Number 29. 38:55 The conversion rate optimizers in the room are going to hate me for this one, 38:57 but it's good for link building. 38:59 If you've got any kind of signup form on your website 39:02 add a field to it that's optional. 39:05 You don't have to fit it in. 39:08 Add a field that says, "If you have a blog or a website, 39:10 enter it here." 39:12 You don't have to if you've not got one. 39:15 Over time, you will build up a list 39:17 of your customers who have bought your products 39:20 who also have websites. 39:23 Segment those into a different mining list 39:25 and hit them with things like blogger competitions. 39:28 Ask them for reviews. Send them free stuff. 39:31 Give them stuff to embed. 39:33 If they buy it over and over again, 39:35 you can see that in your database. 39:37 If you can see a loyal customer, 39:39 they're going to link to you. 39:42 They're going to take your message and use it on their site. 39:44 But without actually getting this information first, 39:46 you won't know if your customers have got websites. 39:50 Just add this field in. 39:53 Number 30, geek bait. 39:55 Konami codes, if you guys aren't aware of them, 39:57 you go to a website, enter these buttons on the keyboard, 40:00 and it reveals something different, like it reveals something that's hidden 40:05 on that website. 40:08 Facebook used to have one, but I think they took it down. 40:10 If you've got an e-commerce site, 40:13 put a Konami code script on your site. 40:16 There are scripts out there. 40:18 There is a jQuery library as well where you can get this stuff. 40:20 There is also a WordPress plugin for it as well. 40:24 Install the Konami code on your website, 40:27 but every day change the code 40:29 to activate a different product discount. 40:32 You're giving people a reason 40:35 to come back to your website every single day, 40:38 because they want to see what discount you're giving away today. 40:40 You can even make it extreme one day and say, "One day a week 40:44 we will give a product away at 50% off." 40:47 People are going to share this. People are going to link to it. 40:49 If you sell techie products, 40:53 it's going to get eaten up on Reddit, maybe even Hacker News. 40:56 These guys are going to click through and share it. 40:59 Number 31. This is another if this, than that recipe. 41:02 Help a Reporter Out has its own Twitter feed, 41:06 and they publish requests from reporters 41:09 who are looking for sources of information 41:11 similar to the hashtag we talked about earlier. 41:14 This will monitor that Twitter feed for whatever keywords you want. 41:18 You can see when reporters and journalists 41:22 are looking for information. 41:25 Within seconds, you'll get an email. You'll get a text message. 41:27 Reply to that reporter, who probably works for a good magazine 41:30 or a newspaper, and give them what they want. 41:34 Here is a page. There are a bunch of these I put together for you guys. 41:38 You can get it afterwards as well. 41:41 There are a few on this page that you can go in and use. 41:43 If you're not using if this, than that, it's awesome. 41:45 There is a bunch of stuff you can use it for. 41:48 Number 32. 41:51 One of the common objections I hear from SEOs when it comes to infographics 41:53 is that they haven't got design resource 41:58 or the budget to hire a designer, and that's fair. 42:02 I understand that. 42:05 That is a genuine problem that a lot of people have. 42:07 Infogr.am allows you to build your own infographic in less than an hour. 42:10 You can even put your own data into it. You can upload data. 42:15 You can use spreadsheets. 42:17 You can put charts. You can put headlines. 42:19 It's a really cool idea, and you can produce 42:21 quite a clean infographic, one that looks nice. 42:24 It probably looks better than 99% of the ones that I've produced. 42:27 It will take you less than an hour. 42:30 Now, while I don't encourage you guys to use this over and over again, 42:33 because you're limited on the templates you can use, 42:37 you can't do it forever, 42:40 what I would encourage you to do is if you're struggling to get design resource 42:42 and budget from your boss, produce an infographic using this. 42:45 Do it really quickly. See if you can get a handful of links. 42:49 If it does, go to your boss and say, "Hey, I did this." 42:53 "I'm not a designer. I did it in an hour, and it got these links." 42:57 "Imagine what would happen if we had a designer for a day 43:01 or a developer for a day." 43:05 That's going to help you selling that idea, because you've already proven the concept. 43:07 You're just asking for that extra budget now to make it that little bit better 43:11 to get more links. 43:15 This one is awesome. 43:18 Amazon Wishlists. I'm sure a lot of you have got these. 43:20 They allow you to search for anyone's wishlist. 43:24 If you've got a bunch of bloggers who you want to build relationships with, 43:28 I don't know if this is a bit stalker-ish, I'm not sure. 43:33 I'd probably be happy if someone sent me some free stuff. 43:36 Put someone's email address in here of a blogger you really want to impress. 43:39 I tried this with Matt Cutts. 43:42 He's not got one. 43:44 I was really hoping to get it and send him something. 43:46 Enter your blogger's email address into here. 43:50 You'll find their wishlist. 43:52 Send them one of the products with a little note from your website. 43:54 Comment on something they've blogged about recently 43:58 and say, "Hey, I thought this was awesome." 44:00 "Here is a little gift from..." yourwebcompany.com. 44:03 Number 34. Not far from the end. 44:08 There is a huge section on Amazon which is a little bit hidden away. 44:12 When you leave a review on Amazon, 44:16 you can create a profile page. 44:18 You don't have to. It's optional. 44:21 But there are a lot of guys out there, such as these. 44:23 This guy has done—the guy at the bottom—over 1,000 reviews. 44:25 These guys contribute things and that. 44:28 You can click through these guys and see their profile. 44:31 The problem is, not all of them have got a website listed on there. 44:34 Not all of them have got an email address, which is a bit sad. 44:39 Rather than searching through each one individually, 44:42 use this advanced search query. 44:45 Again, you'll get this afterwards. 44:47 This will limit results to only profile pages on Amazon, 44:49 but only ones that include the words "web page" 44:52 or an email address, and in this case, 44:55 I've put traveling as well, because I want to segment by travel. 44:58 Just on Amazon.com in the UK I got 600 results. 45:01 Dot com, 7,000. 45:07 7,000 just for the word "travel." 45:12 Do you want to see what one of these pages looks like? 45:15 I've blocked out the email address and website, but you can see it's there. 45:18 This person's email address and website is on that page. 45:21 You can get all of these. 45:25 You can see that she's interested in travel. 45:27 You can see what she's bought recently. 45:29 You've got your way in. 45:31 If you're a travel website, I mean, can this get any easier? 45:33 You've got the email address. 45:36 You've got their website. You know what they like. 45:38 Further down the page there is a little type cloud 45:41 of the words that are used the most, which gives you things like 45:43 books I like and the themes I like. 45:46 Seriously, guys, this one, you can action this one. 45:49 You can even use it on Amazon.de, all the foreign sites. 45:52 Results will be lower, but you can do it in lots of different countries. 45:56 Last one. 46:01 Number 35. I'm going to play a video here. 46:03 I'll let the video speak for itself, and then I'll have a few comments about it afterwards. 46:06 Can we play the video, please, guys? 46:10 [? Music ?] 46:12 [Woman's Inspiration Day by Kotex] 46:15 [Each woman is a unique individual, with her own personality, way of life and style.] 46:19 [We looked for a platform where women express themselves freely] 46:26 [and openly emphasizing style and design.] 46:33 [Pinterest is the ultimate social platform for self expression.] 46:39 [So we decided to do the first Pinterest campaign in the world.] 46:44 [The move: we located 50 inspiring women.] 46:49 [With their Pinterest boards, we found what inspires them.] 46:55 [And brought their inspiration to life.] 47:05 [Choose what you like.] 47:18 [Go for it! And have fun with it!] 47:23 [Color makes people happy.] 47:31 [We duplicated their inspiration and designed them a personalized gift.] 47:36 [In order to receive their gift, all they needed to do was repin our gift.] 47:40 [We delivered the gifts straight to their doorstep.] 47:50 [The women got surprised and excited and posted about their gift.] 47:54 [They pinned their gift onto Pinterest] 48:01 [and posted on Facebook and tweeted on Twitter] 48:10 [and even on Instagram.] 48:20 [Almost 100% of the women posted about their gift.] 48:25 [Total Kotex kits sent: 50.] 48:31 [Interactions: 2,284.] 48:33 [Total impressions: 694, 853.] 48:36 [Fell free to express yourself in your own unique way.] 48:40 [Kotex] 48:44 [applause] 48:48 That wasn't me that did that. I wish it was. 48:50 I wonder how many of you guys, given the male/female split, know what Kotex does. 48:54 They sell feminine products. They sell tampons. 48:58 I mean, please don't ever complain 49:01 that you can't be creative with your products 49:03 when these guys are doing stuff like this. 49:06 That got them not only all those figures that you saw at the end, 49:08 but it got them loads of links as well. 49:12 That was number 35. Just one more. 49:15 Erica's going to be chucking me off in a moment. 49:18 But all of you can use this one, every single one of you. 49:20 The idea behind this one 49:23 is it's a search engine that only returns results 49:25 that accepts guest posts. 49:28 Search for your keyword, and you'll only see guest post results. 49:31 The reason all of you guys can use this 49:35 is that it's here. 49:37 Download it. Start using it. 49:39 It's a Google custom search engine. 49:41 Right now it searches over 1,500 domains. 49:43 It's about to go up to about 2,500. 49:45 It's going to keep increasing. I'll keep pushing it as hard as I can. 49:47 Search for your keywords for your clients. 49:50 Travel, food, whatever you want. 49:52 And you will only get results that accept guest posts. 49:54 I lied. Just one more. 49:58 This is a list of over 1,000 sites 50:02 that accept guest posts and their email addresses. 50:04 You can download it from this URL. 50:09 It's a Google doc spreadsheet, so just download it, make a copy, use it. 50:11 I'm asking you not to spam it please. 50:15 Please don't spam the list. 50:17 Go to the sites. See if they're relevant. Then contact them properly. 50:19 Please don't just spam it. 50:21 Remember my other promise at the start? We've got a little bit of time for Q&A. 50:24 If you don't want to put your hand up and ask a question, 50:27 there is a break next, so come down, say hello. 50:29 I love chatting about link building, so come and find me. 50:32 Please remember what this does. 50:35 This works ultimately. 50:38 This is how the guys at Distill get me to do stuff. 50:40 They just give me that, and thank you very much for listening to me. 50:42 I really appreciate it. 50:46 [applause] 50:48 Can somebody get a picture of me with a black hat? 50:57 [laughter] 51:01 That was awesome. We do have a little bit of time for Q&A. 51:03 And I apologize for the Wi-Fi. 51:06 These guys are working on it, and speaking of getting scrappy, 51:10 since we've been talking about getting scrappy, 51:14 let's try this experiment. 51:16 If you're not using anything, your Wi-Fi on your laptop or your phone, 51:20 if you turn it off, maybe we can get a connection. 51:25 Maybe. 51:28 If you're super paying attention and you're not using that stuff, 51:30 if you turn it off, we could try it out and see if we can get one. 51:32 If you super need a connection, like now I've got to go figure something out 51:34 or send a Q&A, just walk outside or go over to the Fifth Avenue Room over there, 51:39 and you can get a connection. 51:44 For our Q&A, I think we're going to have to do a raise your hand kind of thing. 51:46 The real Q&A, and someone will come around with a microphone. 51:52 We've got one over here. 51:57 [female speaker] Hi, Paddy, thanks for all these ideas. They're great. 52:04 I'm Erica Miller, and I'm with Adobe. 52:07 And my question is more along the lines of how do you get your clients 52:09 to become susceptible to these types of ideas? 52:15 What kinds of tactics might you use in the communication 52:19 between them, because it's great ideas, 52:22 but if the client isn't receptive, what might you speak to in that regard? 52:25 Yeah, it can be a little bit hard sometimes 52:30 to get clients to sign off on some of this stuff, 52:32 like the making up the fake product. 52:35 I could see why clients wouldn't want to do that. 52:37 The key really is trying to educate the client 52:40 on the value of this stuff and particularly in clients who are in difficult niches, 52:44 because some niches it's really hard to get links without buying them. 52:49 That's the reality we've got. 52:53 If clients want to not buy links and want proper links, 52:55 you need to sell them the value of what you're trying to do 52:58 and show them the difference it can make. 53:01 And a really good way of doing it, show them compared to their competitors. 53:04 No one wants to see their number of links lower than their competitors. 53:08 It's that ego thing. 53:13 The CEO of a company wants to beat everyone. 53:15 They don't want to see that they've got less links, so you're probably selling it in that way. 53:17 I do also try and sell them the idea 53:20 of being as creative as possible and saying that we're not looking to gain Google. 53:23 We're trying to actually make your company look good. 53:28 We want to make you guys look good on the Internet. 53:31 We want to project the right message about your brand. 53:33 When you talk about it in those terms, it's a bit more like marketing 53:36 rather than SEO. 53:39 They get that a bit more. 53:41 Link building, a lot of them don't get it. 53:43 Talk about it in marketing terms and exposure to the brand, 53:45 they are more likely to get it, and I think they're more likely to buy into it. 53:48 You're welcome. 53:52 Can we have some more questions? You guys can raise your hands. 53:55 There is one back there. 53:59 [male speaker] Hi, so specifically then, 54:04 how do you bill your clients? 54:07 How do I bill them?>>Yes. 54:10 How do you bill for work like this? 54:13 I don't worry about that. I just do the work. 54:16 Seriously, we've got 2 types of clients at Distill. 54:19 Well, 2 types of projects that we sell. 54:23 We've got one-off projects, which could be a strategy piece, 54:25 and it's normally spread over 2 or 3 months. 54:29 It would be a one-off really specific piece of work. 54:31 That could be a technical idea. It could be content generation. 54:33 It could be link bait or link building. 54:38 For those types of projects, we'll charge a one-off fee 54:40 and say, "Here's what we're going to do." 54:43 "Here's the expected results." 54:45 "This is how much it costs." 54:47 For ongoing clients, so the other type of client is retained wonderfully. 54:49 Those guys will do all sorts of stuff, 54:52 but usually in the end it ends up being link building. 54:55 And again, we would just charge a monthly fee for that work. 54:57 We won't charge on a per-link basis. 55:01 We won't charge on page rank or stuff like that. 55:03 We just say, "Here's what we're going to do." 55:07 "Here's how much it costs, and we'll do this every month," 55:09 and we sell them the plan. 55:11 We plan what we're going to do, and we sell them that 55:13 and put a value on it, and if they like it, they use it. 55:15 We don't sell on a per-link basis. 55:19 We don't really believe in that, because it naturally lowers the quality of links 55:22 if you start using those kinds of numbers. 55:27 [male speaker] Which bar are you going to be at? 55:37 Whichever one is closest. 55:39 Hard Rock. 55:42 [male speaker] Hi, Steve Kroll from Rocket Clicks in Milwaukee. 55:50 My question is, number 1, for Bookbait, 55:53 who did you and your client use for publishing? 55:57 I think it was lulu.com. 56:00 I think the book's cost is about £3 or £4 each. 56:03 They were about 70-80 pages, quite small, 56:06 and then it cost us a couple of pounds for postage. 56:10 I think about £7 or £8, so $15-$16. 56:12 A bit more than that for each book, which for 50 it adds up, 56:17 but it was still worth it. 56:20 [male speaker] When you're doing guest blogging, do you come from the perspective 56:24 of an agency or the client, or do you have personas? 56:27 How do you do that? 56:29 We very rarely use email addresses from the client. 56:31 We'll use Distilled email addresses, 56:35 and I know a lot of SEOs say that doesn't work, 56:37 but the way that I think about it 56:40 is if I'm not prepared to outreach from my personal email address at Distilled, 56:42 I probably shouldn't be sending that email 56:47 if I have to hide behind a persona or hide behind the client. 56:49 Having said that, personas can work. 56:53 I've messed around with them. 56:55 I've got one for a separate niche that I work in. 56:57 It can work, but just email, don't be scared of using your own company email address, 56:59 and I think the saying that you can't get links 57:06 when you outreach as an SEO company is a bit of a lame excuse. 57:09 I've probably upset someone saying that. 57:13 It's not an excuse for not getting links 57:15 is my point, and yeah, personas are great, 57:17 but if you can't get them or you've not got time to set them up, 57:21 don't worry about it. 57:24 [male speaker] Hi, a lot of the techniques and approaches— 57:32 Where are you? Sorry. 57:35 Oh, hello. 57:37 [male speaker] A lot of the techniques and approaches 57:41 depend on the piece of link bait or the thing you've created 57:43 getting uptake, and if you're dealing with a client who is ROI-minded 57:47 and you're trying to be predictive, trying to get buy-in for this type of initiative, 57:51 I'm wondering how you frame that and put that into— 57:55 you know, we don't know exactly how far this will go. 57:58 How do you convince a client of something like that? 58:02 It's really hard to sell that to a client, 58:04 because you're trying to sell something 58:07 that isn't very tangible, and trying to predict 58:09 the number of links that something will get is really hard. 58:12 What we try and do, first of all, we try and sell clients onto this 58:16 on an ongoing basis, so usually we try not to sell 58:20 just one piece of link bait. 58:23 We want to sell 3 or 4 over 5 or 6 months, 58:26 big pieces that we really put effort into. 58:30 And the way we try and sell this—and we be really honest. 58:32 We say, "Over the next 6 months, not all of these pieces are going to fly 58:34 and get hundreds and hundreds of links." 58:38 We only need 1 or 2 of them to do amazingly well, 58:41 and it's paid for that investment. 58:44 It's paid for that time. 58:46 If you really want to put a monetary value on it, 58:48 you can reverse it and say per link, 58:50 this is how much you paid Distilled or whichever company it is. 58:54 You can do that, but we try and sell it 58:57 as value over the course of 6 months 58:59 rather than here is one piece of link bait, 59:02 here is how much it costs, and just put our finger in the air and guess 59:04 the number of links, because the reality is 59:07 our best pieces of link bait are the ones that we didn't expect to do that well, 59:10 the ones which you do quite quickly. 59:14 They just fly sometimes, so you can't predict it very well. 59:17 You try and sell them a bunch of pieces of this link bait, 59:20 and we know from instinct, from experience, 59:24 that a few of them will hit, but we're honest with the client. 59:26 We know not all of them won't, 59:29 but we're really upfront about that. 59:31 All right, you guys. Thank you so much. 59:42 Thank you, Paddy.>>Thank you. 59:44 That was fantastic. Thank you. 59:46
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