DISCLAIMER: This post is written as a live blog from Mozcon. There may be typos and grammar to make my high school English teachers weep. Please excuse those … it’s a fast-paced conference with back-to-back sessions and no time for proofing or even proper writing.
Kirsty Hulse takes the stage before lunch to chat link building in 2016. She begins by noting that link building is more difficult than it used to be. One of the first tings you need is data. We now need to to figure out what the problems are and then work backwards. Because we rely on people we need to train them.
- We need to quit the jargon. Use clear language and research says it makes you sound smarter.
- Pith something insane. First get legitimacy and then pitch it and it’s OK if you know it won’t get signed on but have a second idea that you really want.
- Pitch ideas using questions. You can get people to come up with the ideas you want without pitching.
- Good, affordable data. If you have data your likelihood of success goes up. She recommends pollfish for easy and inexpensive data collection.
- Give your surveys to people who care not people you know.
- Expert endorsements increase replies. Something may not be relevant for you to talk about but still worth talking about. If you can get an authority to get on board the success will dramatically improve with the legitimacy.
- Pay journalists. Before you get excited she’s referring to paying them for feedback, strategic advice and press release amends. Writers note – this is a brilliant idea.
- Amazon news releases are a goldmine. Experts with a new publication to promote are more likely to sign on for an opportunity to promote themselves (and you).
- Not crappy outreach. Don’t lie and pretend to be reading their blog when you’re not, etc. Don’t be apologetic and be clear.
- If you get survey data back that doesn’t surprise you then it’s can be ignored as it won’t make a good story.
Some very good points made and some valuable takeaways. I’m off for lunch so it’s a good time to digest. 🙂