What’s the value of a backlink and how do you get links to your site today? This session will show you how to discover relevant and natural backlink opportunities to your website specifically from local press and media.

1. Presented by
How to Earn Links to your Local
Business (from the media)
MozCon Local 2017

2. 😞
“It’s too expensive, time
consuming, and hard to
get links!”
2

3. Incorrect.
It’s hard to get GREAT links.
3

4. LINK BUILDING TACTICS
on Point Blank SEO
pointblankseo.com/link-building-strategies
More than 200 link building
tactics prioritized by time to
execute, potential value of
the link, and dependencies:
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5. 5

6. 6

7. Link Allocation:
7

8. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL

9. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SPONSORED

10. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
COMMENT SPAM

11. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SCRAPERS

12. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
MEDIA COVERAGE

13. RELEVANT
NATURAL
NOT RELEVANT
UNNATURAL
SPONSORED MEDIA COVERAGE
SCRAPERSCOMMENT SPAM

14. If Google is using non-linked
signals for ranking entities,
then media mentions are
more important than before.

15. 15
Media mentions demonstrate
freshness, relevance, and entity
associations critical to
improving search experience.

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20. 20

22. We had 4 news crews
in 3 hours!

23.  LOCAL NEWS GOAL:
“Here’s my card. Call me
anytime you have a story.”

24. What do you need to get the
same type of coverage?
24

25. A drive to help.
25

26. A drive to save.
26

27. A drive to connect.
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28. A drive to protect.
28

29. A drive to grow.
29

30. We have the same time in the
day. This is how I chose to use
my “free” time. You can, too.
(But, you’re going to have to be dedicated and I
don’t recommend doing it with a newborn,
toddler, and a business at the same time.)
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31. The Basics
31

32. We’re all here, because we
want better rankings, right?

33. 😱
WRONG!
33

34. We want 🙋 to do something
on our website, which
usually involves 💰.
34

35. So, let’s talk about getting
👬👫👭 to your site.
35

36. 36
Links are
navigational
elements that
lead users
somewhere.

37. Links also convey a relationship between
two sources whether that’s specified or not:
37

38. Question:
In real life, what’s a
navigational element for
your brick and mortar?
38

39. Answer:
Your storefront,
which should be
visible, well
labeled, inviting,
and clearly
indicate if you’re
open.
39

40. 40
If you want the media to link to
you, start by treating your
website with the same
attention to detail as your
storefront!

41. What do I mean?
41

42. This is absurd:
42

44. 👎
So is this:
44

46. “What is this?
A center for ants?!”

47. 👍
Do this instead:
47

48. So much better!
With contact info,
hours, and a map

49. But wait, there’s more:
49

50. 50

51. 51

52. 52

53. Daily Grind:
274 RD | 1,220+ BL
Superior Merch:
42 RD | 169 BL
Spill’n:
48 RD | 322 BL
53

54. This is enraging:
54

55. 55

56. 👎
So is this:
56

58. 👍
Do this instead:
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59. 59

60. News!
60

61. 61

62. 62
Tesoros:
Website blocked for
malware
Puzzles:
57 RD | 1,360+ BL
Moon & River:
1 RD | 1 BL
(Google Site)

63. 63
Anyone can get news
coverage, because it’s not
about the business/brand,
it’s about you and your
community.

64. PERSONAL INJURY
64

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66. 66

67. 67

68. 68

69. - Know the Law video segment on OKC Fox
- Annual Day of Kindness (5,000 turkeys donated)
- High school mock trial team
- Easter ham giveaway
- Air conditioner giveaway (hundreds)
- Drives: food, winter coat, and blood drives
- A Noble Cause: monthly winners
69

70. He’s getting
👬👫👭 to his site.
70

71. PEST CONTROL
71

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73. 73

74. 74

75. 75

76. Let’s talk about the media a
little more…

77. 77
The media doesn’t give an
ish about you unless you
have a good story and they
have time to cover it.

78. Radical ideas and
newsworthy statements are
usually opposite of how we
do business.

79. 79
At Outspoken, we have to
control the content &
distribution process or results
are compromised.
(Truthfully, you just need a great reputation
and the ability to get things done.)

80. Meyer, R. (2016, May) How Many Stories Do Newspapers Publish Per Day? Retrieved from
https://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-
newspapers-publish-per-day/483845/ 80

81. Expert tip:
There’s an app on your
phone that can help
expedite this!
81

82. 82

83. How do you get the
media to cover you?
83

84. Identify and target seeder
sites and social connectors
versus mainstream news.

85. - hotair.com
- dailykos.com
- www.theblaze.com
- techaeris.com
- engadget.com
- techdirt.com
- jezebel.com
- democraticunderground.com
- techchuck.com
- boingboing.net
85
Publish in 1-2 hours
Publish in 3-4 hours
(busy fact checking!)

86. 86
Image: https://deanbeech.wordpress.com/boa-tvfilm/audience-theories/hypodermic-needle-theory/

87. #Pubcon @Rhea 87

88. 88
The truth is, we
NEVER lived in that
world.

89. #Pubcon @Rhea 89

90. 90

91. Follow the trail:
Hashtags, URLs, retweets, headlines, quotes
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92. 92

93. Source title:
Leaked Draft of Trump's Religious Freedom Order Reveals
Sweeping Plans to Legalize Discrimination
Title variations as the story spread:
- Draft of Trump's religious freedom order reveals plan to legalize
LGBTI discrimination
- Leaked Draft of 'Religious Freedom' Executive Order Reveals
Chilling Plan to Legalize Anti-LGBT Discrimination
- Trump's leaked 'religious freedom' order would permit virtually all
anti-LGBT discrimination
- A Leaked Draft of an Executive Order Would Allow Religion to Eclipse
LGBT and Women's Rights
- White House considering action on religious freedom that critics
warn could lead to discrimination 93

94. Mentions of the TheNation.com article URL
using Moz’s Fresh Web Explorer
94
RISE
DECAY

95. Sources for a breaking news story from Google
Analytics: Facebook drove 75% of sessions
95

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97. 97

98. So how does any of this
apply to your local business?
98

99. 99
Find what drives you,
dedicate yourself to it, and
don’t be shy—ask for help
(from everyone).

100. 100
Start with your mission and message:
Let your reputation do the
marketing for you.

101. #Pubcon @Rhea 101
Visit: outspokenmedia.com/reputation-marketing/

102. Thank you!