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Rapid Fire Link Building Tips for Your Content28:22 with Ross Hudgens
You've built your content and made it King. Now what? Ross teaches you how to take your content and turn it into links for your site. Whether you're just hunting for backlinks or building up social shares, you'll find all the tips to get your community engaged and building those links for you.
[Mozcon, Ross Hudgens, Rapid Fire Links Building Tips for Your Content] 0:00 [? music ?] 0:05 Nice music. 0:09 Hey, guys. 0:11 So in 2008 we had this link building or SEO world 0:13 where it was really 90% link building. 0:17 It really didn't matter whether or not it connected back to you content or not. 0:20 You just had to build links that had authority 0:23 and obviously linked back to your website. 0:25 Maybe do 10/% on-page SEO. 0:28 Don't completely fall over yourself, and you'd be okay. 0:31 The reality is with Penguin and all of these era updates that have happened 0:34 and continuing to happen over the last few years, 0:37 this equation doesn't make as much sense anymore. 0:41 It's something closer to this. 0:45 This is not an exact opinion of what I think the algorithm is or anything like that, 0:47 but the reality is there's a lot of different quivers now 0:51 that we have to account for on top of link building. 0:53 Content marketing is increasingly important, 0:57 but I think the myth that there is no link building is exactly that, a myth. 0:59 Link building is still a piece of this equation. 1:04 It's still there—it's still part of that circle, 1:06 and it's something we need to engage in if we're really going to 1:09 capitalize on the full breath of the experience when we build content 1:11 and we do outreach to people that want it. 1:16 So if you look at the trend line, 1:19 obviously content marketing is outpacing link building, 1:21 but I don't think this means it's going to regress back to zero. 1:23 What I think it means is it's going to, yes, drop a little bit 1:27 and probably stay there forever, 1:30 but I don't think it's ever going to rescind to a zero level. 1:32 It's going to be that niche thing that's still going to offer tons of value 1:35 on top of content marketing 1:38 where you match up a webmaster with content that needs it. 1:40 So I think in today's link building that makes sense, 1:43 that passes value, 1:45 that is going to be sustainable, is when you match up the content 1:47 with a webmaster who wants it, 1:50 so it bridges the gap between. 1:53 When you hit publish on your post and there's just silence, and no one links to you, 1:55 you have to go out and do link building 1:58 because there's more to it than just making a good piece of content and hitting publish. 2:00 You have to do outreach. 2:03 You have to bridge the gap. 2:05 So sometimes there are errors that occur—the webmaster is asleep when you tweet it out, 2:07 maybe they didn't see it, maybe they're on vacation. 2:11 So there are opportunity gaps that must be filled explicitly with link building 2:14 in order to take advantage of it and maximize your return for each piece of content. 2:18 So I think for—if we think about the entire experience as kind of a canyon, 2:24 content strategy is at the front. 2:28 You do content marketing through the process where you tweet it out. 2:30 You're optimal when you do that release—maybe do some outreach. 2:34 At the very end, the link builder comes in to close the gap— 2:36 make sure you completely cross the chasm 2:39 and capture all of the links that you should have, 2:42 whether it's a misspelled link, 2:44 whether it's a webmaster that should have linked to you but perhaps was missing it. 2:46 All of those things must be taken advantage of as a link builder, 2:50 and I think we'll still pass value for the long term of SEO 2:53 and what we imagine as SEO. 2:58 So in this presentation I'm hoping to help you bridge that gap, 3:00 give you a lot of rapid fire actionable things 3:03 that you can use today, tomorrow, or whenever you feel like using them 3:06 that will hopefully improve your process, 3:10 help you build more links, 3:12 help you be more effective with your content marketing. 3:14 So I'm going to break this up into 3 acts. 3:16 The first act is tools. 3:18 The second act is visibility. 3:20 If we get more visibility, we get—we hypothetically get more links. 3:22 And the third is just get more links. 3:25 All of these at up into a more productive process for you— 3:27 for your business so you can get more links of visibility 3:31 and all those good things that you want. 3:34 So first is this tool Email-Format. 3:36 I feel like I had the complete contact finding process down to a T, 3:38 but there was one outlier. 3:44 When sometimes you have someone's name for a big company, 3:46 but you can't find an email address for the life of you. 3:48 But I knew if you searched for the general format of that business, 3:51 for example, if it's HubSpot or something like that, 3:54 and you input it into— 3:57 if there was a kind of tool that would exist like this 3:59 where you can input that website into the tool 4:01 they would then return the general format for that company as a whole 4:03 and you could bring over that person's name 4:07 and likely have their email to therefore contact them. 4:09 So that's what Email-Format does. 4:12 If it's—if that information is available online, 4:14 it will scan the Internet and hopefully find you the contact information 4:17 so that you can match up with the name of that person. 4:21 It's not going to work for every business. 4:23 Small companies are not going to have these kinds of things. 4:25 But it can be generally valuable as a method of finding your contact information. 4:27 1Password—I manage a lot of email accounts. 4:31 And if you're like me, you constantly forget the passwords. 4:34 It's annoying trying to remember them. 4:37 You constantly—you waste a lot of time doing it. 4:40 So I finally realized that this cool tool 1Password 4:42 is actually hugely productive from that standpoint for link builders— 4:45 for people who do outreach on multiple accounts 4:50 because it can easily populate the password field and the username field 4:52 for lots of different accounts 4:55 and making your process quicker and more iterative and valuable. 4:57 Outdated Content Finder. 5:01 So there's broken link building. 5:03 And Bill Sibold, who is a smart—is SEO, put out this tool 5:05 and essentially what it does is instead of finding content that's already dead, 5:08 it will actually find content that's outdated. 5:12 So there's sometime stuff that's frequently linked to, 5:14 but it's just not relevant anymore, 5:17 and there's opportunity to upgrade it, add value to it, 5:19 and then go out to those people and say, 5:21 "Hey, this is a newer better version of that thing you already link to, 5:23 maybe you should link to it as well." 5:26 So his tool is a good way of doing that 5:28 and finding content opportunities that you can then utilize to build links. 5:30 Bananatag. 5:35 So most people do follow-ups. 5:37 It's kind of debated how many times you do followup for content marketing and outreach. 5:39 For me it's generally 2, 5:43 but with two—or one followup rather—because 2 to seem to aggressive. 5:45 But something like Bananatag will actually track the opens of your email. 5:49 So if you send an email once, and it tells you they didn't open it, 5:53 and then you send it a second time, and it tells you they didn't open it again, 5:56 you can therefore use that data to followup a third time without being aggressive 5:59 and/or find a new email. 6:03 So if you attach this to your process, 6:05 you can therefore improve—improve it without harassing people— 6:07 without coming off as an annoying link builder 6:11 because you know when they've opened it, 6:13 when they haven't opened it, 6:15 and therefore use that information to better inform your process. 6:17 Linkclump. 6:20 It's another productivity tool. 6:22 If you come across blog—blog rolls, link listings, things like that, 6:24 you can use this Chrome extension, 6:26 which will quickly allow you to hold SHIFT+Drag, 6:28 and it will auto open all of the links on that page in your tabs in Chrome. 6:31 So it's a pretty cool way to quickly look at links that you had— 6:36 that you otherwise had to do Control+T every single time just to look at it, 6:40 which can be mundane and take a lot of time. 6:46 So if you're a link builder, you've probably heard of Boomerang. 6:48 It's a super powerful tool, and I really like it a lot 6:53 for the purposes of following up with email 6:57 and also sending emails later. 7:00 But what I realized with Boomerang is it has its failures 7:02 as it comes to being a lightweight tool for our purposes. 7:04 It's also used by BD people 7:07 and people who have like 10 contacts they need to follow up with. 7:09 So every time you go to Boomerang, 7:12 you have to click Boomerang this every single time every time. 7:15 Every time you want to do this, 7:17 you have to change the date from 2 days to your optimal time frame. 7:20 For me it's normally a week. 7:24 I think 2 days is too aggressive. 7:26 So I hate having that number in Boomerang 7:28 and also having to click that every single time 7:30 because it's a hiccup, and it takes time. 7:32 That is quite annoying on a long enough time frame. 7:34 So I built an extension with it—for it 7:37 with the help of Chris Lee, who is a really smart SEO developer. 7:40 And essentially what this does is it will automatically enabled 7:43 Boomerang to follow up every single time, 7:47 and also you can sent it to your auto followup period as you want it. 7:49 So if you want to follow up in 1 week and Boomerang it automatically, 7:54 you just enable it, and it will automatically do that. 8:00 You can also disable it for those times where you don't 8:02 want this kind of intensive followup every time. 8:04 So I found this valuable as a method of quickly following up 8:07 for link building—lightweight link building 8:11 when you're contacting about 100 to 200 people. 8:13 Act 2, improve visibility. 8:16 Let's say—obviously the main equation 8:18 is the more eyeballs you get on your content, the more links you get. 8:22 So these—this part of it is going to be 8:24 how can you get more eyeballs on your content, 8:26 therefore improving the probability you get links. 8:28 So the first good tip I got from Justin Briggs, 8:30 who is a smart SEO/content marketer link builder, 8:34 is if you see a popular section of any kind of blog or website, 8:37 you can potentially send paid traffic at it, 8:42 therefore improving your probability of showing up on their popular section, 8:44 which could get you even more eyeballs on your content. 8:49 So if you got a piece that was featured on Wired in some blog post, 8:52 you could send paid traffic at it and get more mindshare 8:55 and hopefully views on it. 9:00 Maybe—who knows who could pick it up because is the popular section. 9:02 And more so on a lower level. 9:04 Say you get a link from some small mommy blogger or something like that. 9:07 They don't have a huge audience, but they have a popular widget in their sidebar. 9:11 If you send paid traffic to that and push your post into the popular section, 9:14 it's therefore become more authoritative 9:18 because it's only one click from the homepage. 9:20 So if you can essentially algorithmically enable your post 9:23 to be one click from the homepage, 9:27 you've improved the actual power of that post that you're featured in 9:29 if it operates in that kind of page view format. 9:31 It can sometimes be comments as well. 9:34 It just depends—you have to get a feel for it and see 9:36 exactly how they decide what the popular algorithm is. 9:38 Facebook—so Facebook—say you get your content shared on Facebook. 9:45 In the same wavelength you could ask your team members to go there, 9:49 like the post, share the post, comment on the post, 9:52 thereby increasing the EdgeRank— 9:55 hopefully getting more eyeballs on it through their actual followers. 9:57 Ideally you're already following them—or sorry—already liking them. 10:01 So if this ever could get algorithmically picked up, 10:06 which I don't see why they would ever work this in really, 10:09 it could—it will be accounted for. 10:12 So this something that can add a little boost if you have a decent size team 10:15 to like stuff that you get shared on other people's Facebook accounts. 10:18 Target newsletters—so we think about social media, 10:22 Twitter, and all those kinds of things, 10:25 but I never really hear newsletters talked about. 10:26 So one—another—like Moz top 10 is incredibly powerful for sending traffic. 10:28 So you can utilize— 10:32 whether there's stuff like that in other verticals 10:35 that you might not even be thinking about if that's 10:38 not where your mind is all the time. 10:40 So if you search on things like Twitter on the account of 10:42 the business you're working for 10:44 and/or just straight up asking influencers 10:46 if there's any cool newsletters in the space, 10:48 you might find new places to nurture 10:50 and therefore get your content featured, 10:52 which could result in more links on the backend. 10:54 So let's say you find an article you found yourself. 10:56 You normally would just Tweet that out for whatever reason. 11:00 I think there's also an additional opportunity to nurture 11:04 influencers through that process. 11:06 So you found it yourself—you therefore— 11:08 you then drop it into Topsy. 11:10 You see which influencers have share of it and give them credit 11:12 even if you did not find it through them 11:14 giving you the ability to nurture them as an influencer, 11:16 which you hopefully then can take advantage of later in process. 11:19 Secondly, you have a personal account. 11:25 Maybe you influenced someone personally, 11:27 but your business is not hooked to them. 11:29 You have the opportunity—I think that's the strongest person you have following. 11:32 Instead of thinking about new influencers, 11:35 get then on the second hook of your account. 11:38 So if you—for example, Siege Media, 11:40 I would love if I could get all the people— 11:42 hopefully if I influenced anyone, 11:44 I could get them to follow Siege Media on Twitter as well 11:46 because there's the power that increases the probability 11:49 that they will actually see the content. 11:51 Obviously they already like it, so any kind of additional hook you can get, 11:53 it's just smart to do. 11:56 Say you write a great article, 11:58 and if you're like me, you don't really think about 12:00 the links in the post until after the post. 12:02 But if you are a little more deliberate about it, 12:05 you make a great article, hopefully that's going to get shared 12:07 inherently because it's good. 12:09 You then go to Google, you search for articles that are relevant to the topic, 12:11 maybe find an influencer who might share it, 12:13 you find a way to work that article into the post 12:17 in a way that's organic and actually add value, 12:19 you then do outreach to that person. 12:21 It will likely improve the probability of a social push from them, 12:24 which is obviously a good thing if they are in your same market. 12:28 And act 3, just build links. 12:32 A very important thing that we all like to do. 12:35 First, if you write a guest post, 12:37 or you write any post, 12:40 there's pretty easy opportunity to actually use your clients 12:42 or websites that you actually want to rank higher 12:45 as images in that post 12:48 because they're almost never— 12:50 a lot of the times they're not semantically related much at all. 12:52 Like, for example, this is a search related website, 12:55 and it has a photo of a Super NES controller. 12:58 If you're a gaming site, you could have easily worked in something like this 13:00 in a way that's organic 13:04 and gave them the image credit 13:06 and then get value back to your own website. 13:08 So if you're ever doing this kind of stuff for your clients or your own websites, 13:10 it might be a nice organic way to add value. 13:13 Hopefully the images are good and they're going to enhance posts 13:15 and all those things, which should hopefully be sustainable 13:19 and add value to in the future. 13:22 So I made this side last week. 13:24 And this morning I actually found an article from— 13:28 from someone that I shared on Twitter that says Google— 13:32 2 different Google engineers actually came out and said 13:35 that you should nofollow your guest posts author bios, 13:38 and that was somewhat shocking to me. 13:41 I don't totally agree with that as a process. 13:43 You can find that online because it's pretty big news that came out today. 13:46 So I would almost say completely ignore this slide. 13:50 It's a decent tip, I think, 13:54 but if you're really thinking about doing guest posting, 13:56 I don't totally agree with the fact that they 13:58 should be the devaluing all of those links, 14:00 but the reality is the guest posts that you host on other sites 14:02 are not real editorial votes for your website. 14:04 They're editorial votes for that externally hosted content. 14:07 So if you want credit on your own website—the kind of credit Google wants to reward— 14:11 the links that actually give credit to the website, 14:15 not to the externally hosted content, 14:18 you should probably start ignoring guest posting 14:20 unless it's a high value activity where you can actually 14:22 drive traffic visitors and retain people who you can then turn into other links. 14:24 Because when Google is actually coming out twice 14:28 saying that you should nofollow the author bio, 14:31 that's a sign to me that that's something I'm really going to put 14:33 the stop brake on in my process. 14:35 Nurturing for blogs with link pages. 14:38 This is the new process I've come about that I really like. 14:42 Say you have a giant list of blogs 14:44 that are prospects that you want to get links from. 14:46 If you go into Screaming Frog, which is a really powerful tool, 14:49 and then filter those blogged 4 pages that have links pages. 14:51 So that means not a blog role. 14:56 That's a single page where they linked to stuff they like, 14:58 and it's also a blog. 15:00 And you can use filters like these, and maybe you can even improve on them. 15:02 But the main idea is to get that single page post— 15:04 single page link page for blogs, 15:07 filter it out, maybe you get 10 or 20 for your space, 15:10 maybe you get 5, and then you add it to your spreadsheet. 15:12 And then after that, you go to those blogs, 15:15 you add 3 value add comments over a 2 month period— 15:17 good comments, not spam comments. 15:21 They have to be valuable—you have to actually read the article. 15:23 You can't say nice article, thumbs up. 15:25 And you do it over 2 months, and you track it in that spreadsheet. 15:27 You make it somewhat scalable because you do all 10 to 20 at the same time. 15:30 And then at the end of that 2 month period, 15:33 you go to all of them, and you say, 15:36 "You do broken link building on that link list." 15:38 And also mention the fact that you commented on their site; 15:40 you're a reader of their site. 15:42 And you end up getting mentions like this. 15:44 This is a paraphrased quote I got on Linklist once using this process. 15:46 They're also long time readers of my blog, 15:49 and I've read 3 posts from that site. 15:52 So you can see the pure power of a process like this 15:55 in terms of improving your conversion rate 15:58 for blogs that have single link pages. 16:00 You want—obviously you don't want to overuse anchor text. 16:04 So I think—but you can still be smart and get 16:08 partial matches and things like that. 16:11 And if you do it organically, 16:13 you can get better anchor text without putting your site at risk. 16:15 So in your actual outreach emails, 16:17 I employ you to actually push bloggers to use the correct anchor text 16:19 when writing about you. 16:25 Whether or not they do it or not, it's— 16:27 like in this example you put your business card guide 16:29 into the actual sentence leading into. 16:32 You don't want to be too aggressive liked business insurance quotes. 16:34 That's obviously never going to work. 16:36 But if you do a smart, short form kind of anchor text 16:38 or whatever might make sense for that kind of guide, 16:41 you might get a nice piece of anchor text. 16:43 And similarly, even if you don't get anchor text, 16:45 they could use co-citation around that link 16:47 that might better inform value from Google in the eyes of Google. 16:50 Screaming Frog—this is a tip for Screaming Frog, 16:56 which again is a super powerful tool. 16:58 It’s crazy with Screaming Frog that— 17:00 because there are so many features of using it, 17:02 you can sometimes lose the power of it. 17:04 So there's actually an external outlinks function 17:06 that is buried in the tool right—it's like 95 columns to the right. 17:09 You can totally lose, but it’s really powerful 17:14 in terms of sorting your prospect list. 17:16 So if you create a giant list of link pages 17:18 and then you sort by external outlinks, 17:20 you have really high success rate prospects 17:22 so you can hit really quickly because they're like a link out. 17:26 Because it's obvious the numbers say they link out 17:29 and you can get to— it's low hanging fruit, 17:33 and you can hit them really quickly. 17:34 And it's a nice way of filtering that list for opportunity. 17:36 Of course, there's the backend where there are tons of links on a page, 17:39 so it's probably not going to pass as much value, 17:42 but I like any kind of link personally that is on a good editorial link list. 17:44 Similarly, Flip the Funnel and hit zero. 17:48 You can filter the same link list 17:51 and see who is not linked out at all. 17:53 And suddenly, you don't even have to look over these sites, 17:55 or you can at least give them a glance and see if there's something wrong. 17:57 Sometimes it's 2 page levels deep— 17:59 the actual external links, which is how they link to it. 18:01 Other times it will just be their internal links that they're linking to, 18:03 or the resource page. 18:06 And you can pull up link lists like this using Citation Labs. 18:08 It's a really powerful tool for link prospecting, 18:10 which can be nice and valuable. 18:12 So Google consumer surveys—I love surveys for getting data. 18:16 So hopefully you have an audience already 18:19 that you can gather research data from. 18:21 And that's not necessarily the case for everybody, 18:23 so Google consumer surveys is a really powerful way 18:25 of doing that for your business in a cheap and affordable way. 18:29 You can get a statistically significant sample for $150 18:32 from them for one question. 18:35 So you're probably not going to get a great piece of linkbait from one question, 18:37 but if you maybe fail 5 times 18:40 and are smart about what kind of questions you ask, 18:42 you might be able how to get—pull out a nice piece 18:44 of data that you can use for linkbait 18:46 if you tie that in with this framework. 18:49 So I love the SUCCES framework. 18:51 It's from Made to Stick— 18:53 a really good book that I think every marketer should read. 18:55 And if you tie that consumer data with a cool interesting stat 18:57 that you can then turn into a piece of content, 19:01 you have something that has the potential for virality. 19:03 So that's—it's being simplistic, unexpected, 19:06 concrete, credible, emotional, and tells stories. 19:09 Sometimes you can't hit all of these, 19:12 but if you can hit as many as you possibly can, 19:14 it's a formula for success. 19:17 I have done this checklist, and I think you should do this checklist 19:19 on every piece of content you do. 19:21 And if you fail, maybe go back to this and say, 19:23 oh, maybe it didn't hit on most of these 19:25 that I thought it was going to, 19:27 and that's maybe the reason why it didn't have the success that I wanted to. 19:29 Another tip from Justin Briggs, 19:32 which I thought is really smart. 19:34 So infographics are overused. 19:37 Everyone hates them, but there's opportunity to 19:39 embed other stuff like slideshows. 19:41 I think this is a really smart strategy as an alternative 19:44 for building link through embed. 19:47 So Movoto, who does this, have—they have a really good blog. 19:49 It's pretty inspiring—like the kind of content they put out 19:54 and the kind of links they build from it. 19:57 You can match up an embeddable slideshow, 19:59 which is easy for people to share, 20:02 and hit 10 big target markets. 20:04 So if you do a city kind of data piece—Austin, Phoenix, or wherever, 20:06 you can reach out to those 10 huge markets with that piece of content. 20:11 Hopefully it's a main target market. 20:14 Maybe it's like people who love RPG games the most— 20:16 10 cities who love RPG games the most. 20:20 You can hit up RPG blogs in 10 cities, 20:22 and that might work or it might not work. 20:25 But if you match that up with embeddability 20:28 with something that's going to target a huge market, 20:30 it's going to be successful, 20:32 and you're going to have— 20:34 you're going to get links in a new way that— 20:36 it's not really being used right now. 20:38 And I think there's a huge opportunity to create 20:40 useful content that's interesting and that people want to share 20:42 through this process that you also get links from. 20:44 On the flip side you can also target really small markets. 20:46 So there's also a real need for 20:49 small newspapers to fulfill content for their websites. 20:51 So if you have this small to medium size city, 20:54 they don't get saturated with linkbait and content marketing requests all day. 20:56 The smaller cities just want something well written 21:01 that clearly comes to an authority, and they're going to link to it. 21:03 So if you can find a smart way to work in small cities, too, 21:06 it's also a way to flip it. 21:09 You're going to have less prospects, so there's a high probability you might fail, 21:11 but if you're really smart about building a great content piece 21:14 and making sure they link out first, 21:17 you can have a lot of success, I think. 21:19 Find the roundup post. 21:22 So you can quickly drop your keyword and do things like this 21:24 and find new opportunities where people are sharing links like yours. 21:26 If you have anything that's kind of good, they're going to link to it 21:30 because they link out to stuff all the time, 21:33 so why wouldn't they link out to your post? 21:35 Haro—I love Haro, but I hate the noise. 21:37 So if you have 1 website, I hate sifting through it all day. 21:39 I get 3 emails a day. 21:43 The ROI drops dramatically when to kind of have that noise. 21:45 And also you can improve the process dramatically 21:48 by matching yourself up with the highest targeting keywords you have. 21:53 So if you create filters within Gmail 21:56 for the keywords that best target your market, 21:58 you will therefore create flags for that in your inbox 22:01 so you don't have to waste time reading through the emails, 22:07 and I think that's a nice productivity win overall. 22:09 So create remarkable short form text. 22:11 So what I mean by that is sometimes you might have some 22:14 data lingering out there 22:16 that you don't realize is being stolen by everyone 22:18 that you can do link reclamation on. 22:21 For example, the Content Marketing Institute is a really well known 22:23 content marketing blog that you guys should actually be reading. 22:25 And they have a What is Content Marketing post. 22:27 And everyone steals the definition that's like 3 paragraphs down on their page 22:30 to the tune of 125,000 people, and a lot of them are not linking back. 22:34 So if you have and kind of data floating out there— 22:39 other examples, there's like every second of 22:41 page load time hurts your conversion rate by 7% or something like that. 22:43 You could draw data like that in here 22:47 if you get that kind of data 22:49 and then do link reclamation. 22:51 Hey, you should have been siting me. 22:53 Use things like Fresh Web Explorer to 22:55 pick up on that information and quickly move back to it, 22:57 and it's a nice link you can do 22:59 relatively easy if you have those kinds of assets for your business. 23:01 Ahrefs—so we all lose links. 23:05 There's a rate on the web, but why just lose the links and just ignore it? 23:07 So Ahrefs allows you to sort by your lost links. 23:12 You can go in there and see if there's some weird outliers 23:15 as to why people took down your link. 23:18 Maybe they just restructure their site. 23:20 Maybe there a new links page that they forgot to include you on. 23:22 All those things open up opportunity 23:24 with people you've already nurtured 23:27 to link to do so again. 23:29 So don't just lose that link and then don't do anything about it. 23:31 And similarly, you have a huge link prospect list— 23:34 hopefully high value sites. 23:37 You've been working on a company for a year or 2 23:39 and maybe you have their old link prospect list. 23:41 You can drop that in Screaming Frog 23:43 and see which of those are 404ing 23:45 and then use that for broken link building. 23:47 Say, hey, my resource, which hopefully is comparable to that resource, 23:49 should be linked to by you 23:52 because we're on comparable spaces, it's a relevant resource, 23:54 and what have you. 23:57 So I think from all of this and all we've talked about, 23:59 if you build links with your content, 24:01 it's sustainable, you can win. 24:04 We're going to be talking link building forever, if that's the case. 24:06 If you're taking it outside your own hosted content— 24:10 if you're doing guest posts externally hosted, you're at risk. 24:13 You could potentially get penalized, 24:16 and you'll be falling off this cliff soon enough. 24:18 So that's it for me. 24:21 If you guys have any questions, I would love to answer them. 24:23 [applause] 24:25 >>So that's the first I've heard about Google saying today, 24:33 nofollow those author anchor text usually found at the bottom of the post. 24:37 >>Yeah, it wasn't an official announcement. 24:43 Someone actually looked through the webmaster videos that they released 24:45 and found 2 separate quotes both recommending 24:47 you nofollow the anchor text—or the author bio—sorry. 24:50 >>So would you speculate that we might see some harsh penalization 24:54 in the future of sites that rely on these type of links? 24:58 >>I can't say that for sure. 25:02 I would say—I wouldn't go and like automatically 25:05 nofollow every single one of your guest posts. 25:07 I would however shift away from that as a process, 25:09 which just seems like a smart thing to do. 25:12 >>Yes? 25:14 >>Thank you. Blair Kuhnen from New Home Source. 25:16 Follow up question on that. 25:19 Should you then just have them link to the Google+ profile in guest blogs? 25:22 >>So I think the actual quote—I'm just rehearsing off memory, 25:29 and I read this for the first time today. 25:34 It's every link in the post to you. 25:36 So if you link to other external posts— 25:38 your own site in the body—is that what you mean? 25:40 And then you also link to your Google+ in the author bio? 25:42 Or not link at all? 25:44 >>You're saying don't link at all back to your site from the guest posts? 25:47 >>I don't see them editorially discrediting that. 25:49 It seems strange to me. 25:52 That's still an editorial vote for your business if that webmaster approves that post. 25:54 It's a little fainter of an editorial vote if they just approve your author bio. 25:57 But I think it's a lot harder to get editorial—a link editorially in the body, 26:02 and I think that should pass value. 26:06 Whether or not they actually pass value to it, 26:08 if that's going to be a huge part of your business, 26:10 it's kind of something you've got to work with. 26:12 >>Yes? 26:15 >>Hey, Ross. 26:18 So clearly you're a productivity fan, 26:20 and so I have 2 questions. 26:23 My first question is what is something that you 26:25 think that link builders spend too much time on? 26:28 And then my second question is you sort of 26:30 spent equal time on each of your tips here, 26:34 so what are 1 or 2 of the tips that you shared 26:37 that you feel like people should be doing that they're just not? 26:40 I'm not totally sure what people probably waste their most time on. 26:45 I think answering your second question in conjunction with the first, 26:51 what everyone should be spending more time on is market research up front. 26:53 So you should be verifying that your content has a home. 26:58 I think a lot of the time all the failed content out there 27:01 doesn't really do the research up front 27:03 that this person actually wants to link to me. 27:06 There's a market of 2200 people that are strong fits. 27:08 Maybe 20 are especially strong fits. 27:12 Those kinds of things aren't really the research a lot of people are doing. 27:14 And like if you see a home insurance information infographic, 27:17 no one wants to link to that. 27:20 If they had done any kind of market research, they'd know that up front. 27:22 >>Thanks. 27:26 >>Final question, you write a lot of emails, right? 27:28 >>Write a lot of emails? Yeah. Yeah. 27:30 >>In the years that you've been doing this, 27:32 have you found that webmasters are more resistant 27:34 to some of your initial contact emails? 27:37 If so, how do your deal with that? 27:40 Is it changing overtime? 27:42 >>I haven't noticed a huge difference 27:46 because the contents I promote is escalating in quality 27:48 because that's what is required these days. 27:54 So if I'm doing outreach with the same crappy infographic 27:56 that might have worked in 2008, 27:59 I'm sure you get a lot of negative feedback, 28:01 but thankfully, as I hope a lot of the people in this audience are doing, 28:03 they're evolving with the needs. 28:06 And understand that webmasters are getting over saturated with infographics; 28:09 therefore, they stopped doing those 28:12 and promote content that people actually want. 28:14 >>Ross, thank you so much. 28:16 >>Thank you. 28:18 [applause] 28:20
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