Link Building and Practical PR Essentials John Maher Director of Interactive Marketing McDougall Interactive
Why Are Links Important? Links boost search engine rankings They are a sign of quality People follow links Links can bring you real traffic Links position you as a leader The more links you have, the more you get
In The Beginning Natural Linking Site A Site B Site A linked to Site B because: It was topically related It had good content Google recognized this, and gave links weight in the ranking algorithm
People Caught On Site A Site B Webmasters got any link they could find, regardless of whether the link was relevant or made sense.
Google Caught On (-) (-) (-) Site A Site B (-) (-) (-) Google devalued links coming from irrelevant or poor quality sites.
Early History: Reciprocal Linking Site A Site B Site A & Site B trade links Still okay if: Sites are relevant Both good quality sites Not AS good as one way linking Google caught on and devalued reciprocal links
Middle Ages: Buying Links Site A $ Site B Site B buys a link from Site A Google caught on to sites buying links from unrelated sites & devalued those links If you buy links do it to attract customers (advertising) Only from very relevant sites If you buy links to influence Google BEWARE!
Recent Past Directory Submissions Okay to have a FEW, especially if from relevant industry directories, but low value Article Submissions Article links have been devalued by Google s Penguin updates Forum Links & Blog Comments Easily spammed and often no follow, but still okay if very relevant & natural
Present Day Resources (History, How To, etc.) Lists (101 Things ) Podcasts Tools Content Video Contests Infographics
Content Is Multimedia Text Images Infographics Video Slideshows Etc. 500+ words Often 1000-1500+ words for deep, quality content
Creating A Link Worthy Blog Post Write An Enticing Title Include words like these: Tactics Factors Guide Advice List Research Revealed Strategies Lessons Analysis 101 SEO Strategies Revealed 23 Job Interview Hiring Factors Expert Fishing Advice From the Pros 37 Marketing Lessons Learned Research Reveals New Marketing Tactics
Creating A Link Worthy Blog Post Include: Images Lists Videos Source: Moz
Creating A Link Worthy Blog Post Source: Moz
Where Do I Get Content Ideas? From Readers Blog comments, Twitter, Facebook, Polls & Surveys Google search for: keyword intitle:how (what, etc.) keyword inurl:how Competitors See what competitors are doing, and do it better Off-Line Media Timely info on current topics
What Sites Will Link To Me? Is the site relevant? Look for real people Find name & email address if possible Is the site well written & up-to-date? Are they part of a community? Links in/out Do they allow guest posts or articles?
Email A Link Request Tips: Have a good subject line Never use the word link Great resource to add to your list Story idea for your blog Tell them how they will benefit Be brief but specific Show you ve actually seen their site
The Future Of Link Building
Traditional links can largely be gamed, so What Signals Will Replace Traditional Links?
Mentions (Non-Linked Citations) Includes: Major sites (news media, etc.) that write about your company, but don t link Some major No followed links like Wikipedia Press Releases on major PR and news sites
Signals of Authenticity Real Companies: Have real people (& show you who they are) Have a real physical address Display obvious contact information Register with local/industry organizations Receive traffic from various sources (direct, referral, search, paid) Get traffic for branded keywords in addition to non-branded Participate in offline marketing efforts Have social signals to back up links
Social Media Citations & Links Correlation of Social Media-Based Factors w/ Higher Rankings in Google Source: Moz
So, What Do I Do? Get Tweets, Shares, Likes, and +1s to your Content Become a content resource (research, opinions, analysis) Add lists, pictures & video to your blog posts Aim for high quality content, not just high quantity Invest in video content Build infographics
Create Great Content, Then Share Guest Blog News/Media/PR Facebook Twitter YouTube Forums CONTENT Digg Google+ Reddit
PR Practical Essentials
Radio Shows For Publicity And Links Photo: jumpinjimmyjava
Radio Shows For Publicity And Links Radio Entrepreneurs (on the Money Matters Network) http://radioentrepreneurs.com/ Daily Program Online and broadcast on WBNW 1120, WPLM 1390, and WESO 970 Steven Shaer Executive Producer Radio Entrepreneurs stevens@radioentrepreneurs.com cell (508) 341-5036
Money For Lunch Radio Shows For Publicity And Links http://www.moneyforlunch.com/ http://www.blogtalkradio.com/moneyforlunch Host Bert Martinez interviews leaders, authors, innovators, and celebrities like Hugh Jackman Amy Tripp Segment Booker Money For Lunch Talk Show amy.moneyforlunch@gmail.com
Radio Shows For Publicity And Links MYOB Radio http://myobtheradioshow.com/ Entrepreneurs for Entrepreneurs Shows posted on MYOB s site and urbusinessnetwork.com Rick Brutti rbrutti@comcast.net UR Business Network Phone: 617-901-3868 Main #: 800-452-4294
HARO Report (Help A Reporter Out) And Other PR Lead Sites
HARO Report http://www.helpareporter.com/ Free to sign up for 3x daily emails Paid accounts have filters, profile, mobile alerts If you find an opportunity, Submit a New Pitch Summary: Reshoring manufacturing jobs Name: Crissa Shoemaker - Bucks County Courier Times & The Intelligencer Category: Business and Finance Email: query-2uzy@helpareporter.net I'm working on a project examining the increasing trend of reshoring American manufacturing jobs. The project will blend comments from local manufacturers with nationwide industry sources. I'm looking for people who can discuss the trend, the challenges that remain for American manufacturers and what can be done to bring these jobs back to the U.S.
PR Leads http://www.prleads.com/ Since 2001 Paid Service starts at $99/mo Journalists and reporters looking for experts
Radio-TV Interview Report http://www.rtir.com Trade publication, published twice a month Sent to 4000 radio and TV producers in US / Canada Especially good for promoting book, new products
Online Press Releases Marketwired (http://www.marketwired.com/) $190 for a state-wide release Business Wire (http://www.businesswire.com) $275 for US distribution PRWeb (http://www.prweb.com/) $99 Basic release, $159 Standard release $369 Premium option includes video, attachments, images, etc.
Online Press Releases Free Press Release sites are now low in value Large paid sites like this are still worthwhile Usually no followed links, but gets brand mentions Newsworthy items may get picked up Tip: Use the full http:// URL, and make sure no punctuation (periods, quotes, parenthesis) touches your URL. This ensures most sites will make it a link.
Create An Online Media Kit
Create An Online Media Kit Make it easy for reporters to find out the essentials Contact name and number for the company Links to any other sites or company-owned properties Email address for the contact Any social profiles Twitter, LinkedIn, etc. Company logo in several formats (web, print) About Us paragraph Short, long, and full descriptions of the company A bio of the CEO or other important contacts Download of photos for CEO / contacts A bullet list of highlights employees, founding date List of upcoming events, seminars, webinars
Presentations available here: www.searchsocialseminar.com/presentations/ www.mcdougallinteractive.com