Link building in 2021 (when you're a bit crap at PR) #brightonseo
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The document discusses link building strategies for those uncomfortable with traditional public relations (PR) methods, emphasizing a mindset shift to support others' stories to build links. It suggests alternatives to outreach, such as responding to journalists' requests and creating useful content that can organically attract links. The author highlights the importance of planning, existing content, and effective use of creative assets to facilitate link building without direct communication with journalists.
Link building in 2021 (when you're a bit crap at PR) #brightonseo
- 1. Link Building in 2021 When you’re a bit crap at PR @staceycav #brightonseo
- 2. Or… “OMFG HELP ME I NEED TO BUILD LINKS BUT I’VE NEVER DONE PR AND I HATE EMAILING JOURNALISTS”. @staceycav #brightonseo
- 3. Mum. Binge Watcher. SEO. Content marketing consultant. Bad runner. Excellent gin tester. @staceycav #brightonseo
- 5. I do SEO. @staceycav #brightonseo
- 6. I love SEO. @staceycav #brightonseo
- 7. It often involves landing links on sites like these.
- 10. I produce content and promote it to journalists and other writers and it achieves a combination of things… @staceycav #brightonseo
- 11. But I’d generally just consider it one tiny branch of content marketing. @staceycav #brightonseo
- 12. Outreach skills and the creativity side of digital PR/link bait are useful in link building, for sure. @staceycav #brightonseo
- 13. But you do not have to be comfortable emailing journalists to achieve links. @staceycav #brightonseo
- 14. Problem solving is the most valuable link building skill I think I possess. @staceycav #brightonseo
- 15. “ I don’t enjoy outreach. What can I do to achieve the same or better quality and quantity of links while doing less outreach? @staceycav #brightonseo
- 16. It came down to a mindset shift. @staceycav #brightonseo
- 17. Instead of my content always being the story, my content can build as many links by supporting someone else’s story. @staceycav #brightonseo
- 18. Digital PR activity results in links/coverage where you’re the story. @staceycav #brightonseo
- 19. And that’s great. @staceycav #brightonseo
- 20. But you don’t have to be the story to build links. @staceycav #brightonseo
- 22. We can look to editorial-led sites to see this at play @staceycav #brightonseo
- 25. @staceycav #brightonseo But somebody high profile slating it is news.
- 27. @staceycav #brightonseo An income tax calculator in itself isn’t news.
- 28. @staceycav #brightonseo But tax increases are news.
- 29. Link Building WHEN YOU’RE CRAP AT PR (OR JUST DON’T WANT TO DO IT) @staceycav #brightonseo Practical
- 30. Reactive PR-ey Stuff It’s a LOT less outreachy. 1 @staceycav #brightonseo
- 31. This is about answering requests from journalists. NOT cold emailing. Or “inbound PR” as I prefer to call it. @staceycav #brightonseo
- 32. Securing links this way often involves being a part of a larger feature and generally isn’t about you being centre stage. @staceycav #brightonseo
- 35. Lots of journalists are actively seeking help with articles. @staceycav #brightonseo
- 36. On Twitter with #journorequest @staceycav #brightonseo
- 44. Anyone can build links this way. @staceycav #brightonseo
- 46. Tips: @staceycav #brightonseo Respond fast and selectively.
- 47. Tips: @staceycav #brightonseo Have a bio and headshots prepared.
- 48. Tips: @staceycav #brightonseo Have a Dropbox or Google Drive folder full of supplementary images or info all ready to go.
- 49. Tips: @staceycav #brightonseo Check these constantly. Often being an hour late to the party means someone took your spot already.
- 50. Self Generating Content Links from journalists. Without contacting journalists. At all. 2 @staceycav #brightonseo
- 51. See also: Link bait. Link magnets. Or just useful stuff people cite as a source. @staceycav #brightonseo
- 58. It works because journalists, bloggers and content writers within businesses research like most of us do. @staceycav #brightonseo
- 61. Works for “statistics”, “trends”, “downloads,” “calculators” and “templates” amongst other searches. @staceycav #brightonseo
- 62. Mind map your topics @staceycav #brightonseo
- 63. Good old keyword research: @staceycav #brightonseo
- 64. Analyse what’s already ranking: @staceycav #brightonseo
- 65. Does it have links? @staceycav #brightonseo
- 66. Do they appear to be naturally acquired over time? @staceycav #brightonseo
- 67. Can you improve on what ranks? Better data? More up to date? Better imagery? More geographically relevant? @staceycav #brightonseo
- 68. Can you rank it? @staceycav #brightonseo
- 70. “Stealable” Assets Links from people who use things you’re giving away for free 3 @staceycav #brightonseo
- 71. Creative Commons Licensing of assets like imagery, video and sound lets people use those assets with appropriate attribution. @staceycav #brightonseo
- 81. @staceycav #brightonseo Tested with Royalty Free sites like Unsplash. But it felt a bit like “tricking” people and positive responses were lower.
- 83. This is won and lost at the planning stage. @staceycav #brightonseo
- 84. What’s your topic? @staceycav #brightonseo
- 85. What already exists? @staceycav #brightonseo
- 86. What already exists free to use? @staceycav #brightonseo
- 87. Are they being used? @staceycav #brightonseo
- 95. 90 minutes later… @staceycav #brightonseo
- 96. @staceycav #brightonseo But before you create any new assets…
- 97. Start by looking at what you’ve already got. @staceycav #brightonseo
- 99. @staceycav #brightonseo https://www.ctpa.org.uk/key-facts Original research from an industry authority.
- 102. @staceycav #brightonseo https://www.finder.com/uk/beauty-statistics A collection of other people’s statistics
- 104. @staceycav #brightonseo This is why.
- 105. @staceycav #brightonseo Have you any previous assets that made the news and should have the potential to continue to grow passively?
- 106. @staceycav #brightonseo Has anyone stolen your existing original imagery?
- 107. @staceycav #brightonseo “So are you saying I never have to do PR work to build links??”