Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.

1. LOW(er) RISK LINK BUILDING
for 2017 and beyond
@kirsty_hulse

3. @kirsty_hulse

4. WHAT I’LL
TALK ABOUT
Are links worth it?
Earning links+ with the
minimum effort and
maximum reward

5. @kirsty_hulse
ARE
THEY
WORTH
IT

6. DEPENDZ

7. @kirsty_hulse
Strongest link/performance correlation on
small/low DA sites and to deep pages
Links should still be a focus, but we either
invest less or diversify our metrics

8. Actionable link
building tactic
#1!
ACTIONABLE
LINK TACTIC
#1!

9. GET PRESIDENT’S
DAUGHTER TO
WEAR ITEM YOU
STOCK
@kirsty_hulse

10. Keyword: Chokers (#14 to #4)
Website: https://www.francescas.com/category/jewelry/necklaces/chokers.do (DA 61)
@kirsty_hulse

11. Number of ranking ‘choker’ keywords
Source: Linkdex
@kirsty_hulse

12. GETTING
LINKS
IN 2017

13. HERO
HUB
HYGIENE

14. HERO
We think links are
earned here and it’s
causing us problems

16. Kirsty’s Arbitrary Graph
Effort
Loads
Little
Reward

17. TWO
SOLUTIONS

18. Multiple metrics
Did it drive traffic?
Did it drive conversions?
Did it improve engagement metrics?
Did it capture demand?
Did it increase demand?
Did it impact other channels?

19. Expensive hero content can work
really well

20. But it’s not our only option

21. (Here’s a picture of Da Vinci so I look smart)

25. Total campaign time
and cost = 2 days
Average position for
keyword group 9 to 5
Over 6000 social
shares

27. We got some architects to draw up
some designs for a structurally sound,
historically accurate pillow fort

28. In case you’re interested...

29. WHERE
DO WE GO
WRONG

30. Ideas are a bit meh
Clients/bosses/teams say no
Good, affordable data is hard
to source
Getting external experts to
validate is hard
We get citations but not links

31. OUR IDEAS ARE A BIT MEH

32. GOOD IDEA
TRAPS

33. “We have X budget”

34. “Let’s do something for X day”

35. “Let’s create a data visualisation”

36. THINGS
THAT
HELP ME

37. Take yourself to a new
environment

38. Keep a notepad by
your bed

39. REDDIT REDDIT REDDIT REDDIT REDDIT
REDDIT REDDIT REDDITREDDIT REDDIT
REDDIT REDDITREDDIT REDDIT REDDIT
REDDITREDDIT REDDIT REDDIT REDDIT
REDDIT REDDIT REDDIT REDDITREDDIT
REDDIT REDDIT REDDITREDDIT REDDIT
REDDIT REDDITREDDIT REDDIT REDDIT

40. reddit.com/r/Plumbing/

41. Already have ideas
when you brainstorm

42. CLIENTS THAT SAY YES

43. PITCH SOMETHING INSANE

44. PITCH IDEAS
USING
QUESTIONS

45. GOOD, AFFORDABLE DATA

46. POLLFISH ARE AWESOME
REALLY AWESOME
LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME

47. GIVE YOUR SURVEYS TO PEOPLE
WHO CARE

48. EXPERT OPINION AND QUOTES

49. 4
2
1
14
10
16
EXPERT
ENDORSEMENT
INCREASES
REPLIES
NUMBER OF RESPONSES

50. PAY JOURNALISTS!
(FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)

51. AMAZON NEW RELEASES
IS A GOLDMINE

53. CITATIONS YAY

54. CITING THE SOURCE ISN’T ENOUGH

55. Highlight key stats in the release but link to
the detail onsite

56. Don’t just give
journalists a story,
give them data to
support their story
http://www.forbesmedia.com/wp-content/uploads/2015/06/2017-
EditCalendar.pdf

57. You’re gonna need friends

58. • REDDIT
• Re-pitch ideas with questions
• Generate data for a quick
release
• Identify expert authors
• Hire journalists on a
consultancy basis
• Download media calendars
Things to do
tomorrow…

59. Get Ivanka
Trump to
wear your
product

60. Thank
you!