Thinking Beyond the Link Building “Campaign” [Case Study]

Posted by Paddy_Moogan

Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity.

Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be.

In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective.

The problem with campaigns

I want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on.

“Campaign”, in the context of link building or digital PR, implies a few things:

• It has a start and an end point
• It is a one-off activity
• It is about a specific “thing”, whether that be a topic, product, or piece of content

There is nothing wrong with these as such, but link building shouldn’t be thought about only in these ways. If link building is seen as a series of one-off activities, or about a specific thing and with a start and end point, it’s never going to be integrated into a business the way it should be. It will always sit around the edges of marketing activity and not benefit the bottom line as much as it could.

Even if you are reading this thinking that you’re okay because you have lots of campaigns lined up — maybe one a week, one a month, or one a quarter — the core problems still exist, but at a more zoomed-out level.

As digital marketers, we want link building to be:

• Taken seriously as a tactic which helps support SEO within a business
• Integrated with other areas to allow for efficiency and wider benefits
• Fit into the overarching digital strategy of a business
• Have measurable, consistent results

Let me demonstrate the final point with the graph below, which is the monthly performance of an Aira client on a 6-8 week campaign schedule:

On the face of it, this looks pretty good. We built over 200 links in 12 months, and were ahead of target in terms of individual campaign objectives.

This graph is the reality of link building campaign execution. We were honest and up-front with clients about the results, and those peaks and dips are perfectly normal.

But it could (and should) be a lot better.

Let’s take a quick step back.

An uncomfortable truth

The uncomfortable truth for many link builders is that a business shouldn’t really need to worry about link building as an intentional, proactive activity. Instead, links should be a natural consequence of a fantastic product or service which is marketed and branded well.

However, companies in this position are the exception rather than the rule, which means that as link builders, we still have a job!

I’d argue that there are only a relatively small number of businesses that truly don’t need to worry about link building. Think of the likes of well-established and popular brands like Apple, McDonalds, Amazon and Coca-Cola. These companies truly are the exception, rather than the rule.

Trying to be an exception and aiming to reach the nirvana of never actively worrying about link building should absolutely be your goal. Putting efforts into areas such as product development, customer service, content strategy, and brand building will all pay dividends when it comes to link building. But they all take time and you need to generate organic traffic sooner rather than later in order to grow the business.

Link building, as part of your larger integrated and robust digital strategy can get you there quicker. I worry that businesses often leave money on the table by waiting for that nirvana to come. They may indeed get there, but could they have gotten there sooner?

The question then becomes, how do they move quicker toward that ideal state, and what does link building look like in the interim? Running campaigns can help for sure, but you’re not really building upward as quickly as you could be.

This is the crux of my worry and problem with running link building campaigns and allowing our strategies to lean on them too heavily:

When the campaigns stop, so will the links.

I know, I know — Aira launches campaigns all the time.

Yes, we have launched many, many link building campaigns at Aira over the years and have been nominated for campaign-specific awards for some of them. I’ve even written about them many times. Campaign-led link building has a very valuable part to play in the world of link building, but we need to reframe our thinking and move away from campaigns as the primary way to generate links to a business.

Driving the right behaviors

It’s not just about results. It’s about driving the right behaviors within businesses, too.

Putting link building in the corner of a one-off project or campaign-led activity is not going to encourage habitual link building. It will drive behaviors and thinking which you don’t really want, such as:

• Link building is a line item which can be switched on and off
• Internal processes have to bend or break in order to accommodate link building
• There is little desire or motivation for wider team members to learn about what link builders do
• Link building is an isolated activity with no integration
• Link building results aren’t consistent (you get those huge peaks and dips in performance, which can bring into question the marketing spend you’re being given)

Working under these pressures is not going to make your life easy, nor are you going to do the best job you possibly can.

I worry that as an industry, we’ve become too focused on launching campaign after campaign and have gotten too far away from effecting change within organizations through our work.

As digital marketers, we are trying to influence behaviors. Ultimately, it’s about the behaviors of customers, but before that point it’s about influencing stakeholders — whether you’re an agency or in-house SEO, our first job is to get things done. In order to do that, link building needs to be thought of as a business-as-usual (BAU) activity. Campaigns have a place, but are part of a much, much bigger picture. Link building needs to get to the point where it’s not “special” to build links to a content piece, it’s just done. If we can get there, not only will we accelerate the businesses we work with toward link building nirvana, but we will add much, much more value to them in the meantime.

Link building as a BAU activity

It is my firm belief that in order to mature as an industry, and specifically as an activity, link building needs to be understood much more than it currently is. It still suffers from the issues that plagued SEO for many years in the early days when it truly was a dark art and we were figuring it out as we went along.

Don’t get me wrong, we’ve come a long way, especially since April 2012 (can you really believe it was over eight years ago?!) when link building began evolving into a content-led practice thanks in part to the Penguin update.

But we still have further to go.

We need to get out of the corner of “launching a campaign” and train our bosses and clients to ask questions like, “How can link building help here?” and “Is there a link building opportunity in this activity?”.

A case study

The best way I can explain this shift in thinking is to give you a real example of how we’ve done it at Aira. I can’t give you the exact client, but I can give you an overview of the journey we’ve been on with them, supporting an SEO team that is relentlessly committed to getting things done — the perfect partners for such an initiative.

I should also point out that this has never been easy. We are on this journey with a number of our clients, and some of them are barely into it. The examples here show what happens when you get it right — but it does take time, and the reality is that it may never happen for some businesses.

Where it started

One campaign. That was it. One shot to get links and show the client what we could do.

We failed.

This was back in 2016. We were lucky in that the client trusted the process and understood why things had gone wrong on this occasion. So, they gave us another chance and this time did a great job.

From there, the project grew and grew to the point where we were launching scaled campaigns like clockwork and getting links consistently. All was well.

Then I was asked a question by someone on the client’s team:

“What’s the evolution of our link building?”

Whilst link building is never far from my mind, I didn’t have a mental model to answer this straight away with any conviction — particularly given what I knew about this client and their industry. I took some time to think about it and consolidate a bunch of observations and opinions I’d actually had for years, but never really made concrete.

Side note: It’s often hard to take a step back from the day-to-day of what you’re doing and think about the bigger picture or the future. It’s even more difficult when you’re growing a business and generally doing good work. It can be hard to justify “rocking the boat” when things are going well, but I’ve learned that you need to find time for this reflection. For me at that point in time, it took a direct question from my client to force me into that mindset.

My answer

I confirmed that our existing model of link building for them was something that was likely to continue working and adding value, but that it should NOT be our sole focus in the coming years.

Then, I explained what I’ve talked about in this post thus far.

I told them that our work wasn’t good enough, despite them being one of our happiest, most long-standing clients. We were getting hundreds of links a month, but we could do better.

Running campaign after campaign and getting links to each one would not be good enough in the future. Sure it works now, but what about in two years? Five?? Probably only partly.

We knew we needed to bridge the gap between different content types:

• Content for links (aka campaigns)
• Content for traffic (informational and transactional pages)
• Content for building expertise and trust

We’d only been focusing on the first one, pretty much in isolation. We’d come up with some relevant topic ideas, build them out and get links. Job done.

This wouldn’t be good enough a few years down the road, because link building would be taking place in a small pocket of a very large organization with limited integration.

It’s now been over a year since that conversation and guess what? Our campaigns are still working great, but we are evolving to do so much more.

What happened

If you haven’t taken a look at what else your business is doing and where link building can add value, this is the first step towards better integration, and thus better link building. By the time the conversation above happened, we’d already recognized the need to integrate with other teams within the client’s organization, so we had a head start.

With the help of the client’s SEO team, we started to discover other activities within the organization which we could add value to or leverage for greater wins:

• The traditional marketing team had been running campaigns for years on different industry topics. Some of these crossed over with the topics we’d created content for.
• The internal PR team had lots of activity going on and had often seen our coverage pop up on their trackers. As it turned out, they were just as keen to meet us and understand more about our processes.
• The brand team was starting to review all on-site assets to ensure conformity to brand guidelines. Working with them was going to be important moving forward for consistency’s sake.
• With our help, the client were building out more informational content related to their products, with us helping brief their internal copywriters.

All of these opportunities sowed the seeds for a new focus on the evolution of link building, and pushed us to move quicker into a few things including:

• Running joint projects with the internal PR team where we collaborate on ideas and outreach that don’t just focus on data visualization
• Running ideation sessions around topics given to us by the SEO team, which are also focused on by their traditional marketing team
• Building relationships with several subject matter experts within the organization who we are now working with and promoting online (more on this below)
• Testing the informational product content for link building after noticing that a few pieces naturally attracted links
• Working alongside the PR team to carry out brand-reclamation-style link building

Where we are now

Just one year from that open and honest conversation, we have been able to show our value beyond launching campaign after campaign whilst still building links to the client’s content. This will hold value for years to come and mean that their reliance on campaigns will be reduced more and more over time.

We’re making good progress toward taking our reliance off campaigns and making it part of our strategy — not all of it. Yes, campaigns still drive the majority of links, but our strategy now includes some key changes:

• All campaigns (with the odd exception) are evergreen in nature, can always be outreached, and have the ability to attract links on their own.
• We are launching long-form, report-style content pieces that demonstrate the authority and expertise the client has in their industry, and then building links to them. (They’re far slower in terms of getting links, but they are doing well.)
• We are raising the profile of key spokespeople within the business by connecting them with writers and journalists who can contact them directly for quotes and comments in the future.
• We are doing prospecting and outreach for informational content, aiming to give them a nudge in rankings which will lead to more links in the future (that we didn’t have to ask for).

Link building isn’t quite a BAU activity just yet for this client, but it’s not far off from becoming one. The practice is taken seriously, not just within the SEO team, but also within the wider marketing team. There is more awareness than there has ever been.

Content strategy framework

I want to share the framework which we’ve used to support and visualize the shift away from campaigns as our sole link building strategy.

We’ve been aware for a while that we need to ensure any link building work we do is topically relevant. We’d found ourselves defaulting to content which was campaign-led and focused on links, as opposed to content that can serve other purposes.

Link builders need to take a long, hard look at the topics we want our clients and businesses to be famous for, credible to talk about, and that resonate with their audience. Once you have these topics, you can start to plan your content execution. After that, you’ll start to see where link building fits in.

Contrast this with the approach of “we need links, let’s come up with some relevant content ideas to help do that.” This can work, but isn’t as effective.

To help clients shift their strategies, we put together the framework below. Here’s how it works:

Let’s imagine we sell products that help customers sleep better. We may come up with the following themes and topics:



Notice that “Campaigns” is only one format. We’re also acknowledging that topics and themes can not only lead to other forms of content (and links), but also that our KPIs may not always be just links.

If we put together a long-form content guide on the science of sleep, it may not get on the front page of the New York Times, but it may get a slow, steady stream of links and organic search traffic. This traffic could include potential customers for a sleep product.

Once you have a specific topic in mind, you can go deeper into that topic and start thinking about what content pieces you can create to truly demonstrate expertise and authority. This will differ by client and by topic, but it could look something like this:

In this case, the blue circles denote a topic + format which may be link-worthy. While the orange ones denote a valuable execution that aren’t as link-worthy, we may still want to create this content for longer-term link and traffic generation.

To wrap up

Link building campaigns still have huge amounts of value. But if that’s all you’re doing for clients, you’re leaving opportunities behind. Think bigger and beyond campaigns to see what else can be done to move you and your business closer to link building nirvana.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Thinking Beyond the Link Building “Campaign” [Case Study]

Posted by Paddy_Moogan

Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity.

Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be.

In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective.

The problem with campaigns

I want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on.

“Campaign”, in the context of link building or digital PR, implies a few things:

• It has a start and an end point
• It is a one-off activity
• It is about a specific “thing”, whether that be a topic, product, or piece of content

There is nothing wrong with these as such, but link building shouldn’t be thought about only in these ways. If link building is seen as a series of one-off activities, or about a specific thing and with a start and end point, it’s never going to be integrated into a business the way it should be. It will always sit around the edges of marketing activity and not benefit the bottom line as much as it could.

Even if you are reading this thinking that you’re okay because you have lots of campaigns lined up — maybe one a week, one a month, or one a quarter — the core problems still exist, but at a more zoomed-out level.

As digital marketers, we want link building to be:

• Taken seriously as a tactic which helps support SEO within a business
• Integrated with other areas to allow for efficiency and wider benefits
• Fit into the overarching digital strategy of a business
• Have measurable, consistent results

Let me demonstrate the final point with the graph below, which is the monthly performance of an Aira client on a 6-8 week campaign schedule:

On the face of it, this looks pretty good. We built over 200 links in 12 months, and were ahead of target in terms of individual campaign objectives.

This graph is the reality of link building campaign execution. We were honest and up-front with clients about the results, and those peaks and dips are perfectly normal.

But it could (and should) be a lot better.

Let’s take a quick step back.

An uncomfortable truth

The uncomfortable truth for many link builders is that a business shouldn’t really need to worry about link building as an intentional, proactive activity. Instead, links should be a natural consequence of a fantastic product or service which is marketed and branded well.

However, companies in this position are the exception rather than the rule, which means that as link builders, we still have a job!

I’d argue that there are only a relatively small number of businesses that truly don’t need to worry about link building. Think of the likes of well-established and popular brands like Apple, McDonalds, Amazon and Coca-Cola. These companies truly are the exception, rather than the rule.

Trying to be an exception and aiming to reach the nirvana of never actively worrying about link building should absolutely be your goal. Putting efforts into areas such as product development, customer service, content strategy, and brand building will all pay dividends when it comes to link building. But they all take time and you need to generate organic traffic sooner rather than later in order to grow the business.

Link building, as part of your larger integrated and robust digital strategy can get you there quicker. I worry that businesses often leave money on the table by waiting for that nirvana to come. They may indeed get there, but could they have gotten there sooner?

The question then becomes, how do they move quicker toward that ideal state, and what does link building look like in the interim? Running campaigns can help for sure, but you’re not really building upward as quickly as you could be.

This is the crux of my worry and problem with running link building campaigns and allowing our strategies to lean on them too heavily:

When the campaigns stop, so will the links.

I know, I know — Aira launches campaigns all the time.

Yes, we have launched many, many link building campaigns at Aira over the years and have been nominated for campaign-specific awards for some of them. I’ve even written about them many times. Campaign-led link building has a very valuable part to play in the world of link building, but we need to reframe our thinking and move away from campaigns as the primary way to generate links to a business.

Driving the right behaviors

It’s not just about results. It’s about driving the right behaviors within businesses, too.

Putting link building in the corner of a one-off project or campaign-led activity is not going to encourage habitual link building. It will drive behaviors and thinking which you don’t really want, such as:

• Link building is a line item which can be switched on and off
• Internal processes have to bend or break in order to accommodate link building
• There is little desire or motivation for wider team members to learn about what link builders do
• Link building is an isolated activity with no integration
• Link building results aren’t consistent (you get those huge peaks and dips in performance, which can bring into question the marketing spend you’re being given)

Working under these pressures is not going to make your life easy, nor are you going to do the best job you possibly can.

I worry that as an industry, we’ve become too focused on launching campaign after campaign and have gotten too far away from effecting change within organizations through our work.

As digital marketers, we are trying to influence behaviors. Ultimately, it’s about the behaviors of customers, but before that point it’s about influencing stakeholders — whether you’re an agency or in-house SEO, our first job is to get things done. In order to do that, link building needs to be thought of as a business-as-usual (BAU) activity. Campaigns have a place, but are part of a much, much bigger picture. Link building needs to get to the point where it’s not “special” to build links to a content piece, it’s just done. If we can get there, not only will we accelerate the businesses we work with toward link building nirvana, but we will add much, much more value to them in the meantime.

Link building as a BAU activity

It is my firm belief that in order to mature as an industry, and specifically as an activity, link building needs to be understood much more than it currently is. It still suffers from the issues that plagued SEO for many years in the early days when it truly was a dark art and we were figuring it out as we went along.

Don’t get me wrong, we’ve come a long way, especially since April 2012 (can you really believe it was over eight years ago?!) when link building began evolving into a content-led practice thanks in part to the Penguin update.

But we still have further to go.

We need to get out of the corner of “launching a campaign” and train our bosses and clients to ask questions like, “How can link building help here?” and “Is there a link building opportunity in this activity?”.

A case study

The best way I can explain this shift in thinking is to give you a real example of how we’ve done it at Aira. I can’t give you the exact client, but I can give you an overview of the journey we’ve been on with them, supporting an SEO team that is relentlessly committed to getting things done — the perfect partners for such an initiative.

I should also point out that this has never been easy. We are on this journey with a number of our clients, and some of them are barely into it. The examples here show what happens when you get it right — but it does take time, and the reality is that it may never happen for some businesses.

Where it started

One campaign. That was it. One shot to get links and show the client what we could do.

We failed.

This was back in 2016. We were lucky in that the client trusted the process and understood why things had gone wrong on this occasion. So, they gave us another chance and this time did a great job.

From there, the project grew and grew to the point where we were launching scaled campaigns like clockwork and getting links consistently. All was well.

Then I was asked a question by someone on the client’s team:

“What’s the evolution of our link building?”

Whilst link building is never far from my mind, I didn’t have a mental model to answer this straight away with any conviction — particularly given what I knew about this client and their industry. I took some time to think about it and consolidate a bunch of observations and opinions I’d actually had for years, but never really made concrete.

Side note: It’s often hard to take a step back from the day-to-day of what you’re doing and think about the bigger picture or the future. It’s even more difficult when you’re growing a business and generally doing good work. It can be hard to justify “rocking the boat” when things are going well, but I’ve learned that you need to find time for this reflection. For me at that point in time, it took a direct question from my client to force me into that mindset.

My answer

I confirmed that our existing model of link building for them was something that was likely to continue working and adding value, but that it should NOT be our sole focus in the coming years.

Then, I explained what I’ve talked about in this post thus far.

I told them that our work wasn’t good enough, despite them being one of our happiest, most long-standing clients. We were getting hundreds of links a month, but we could do better.

Running campaign after campaign and getting links to each one would not be good enough in the future. Sure it works now, but what about in two years? Five?? Probably only partly.

We knew we needed to bridge the gap between different content types:

• Content for links (aka campaigns)
• Content for traffic (informational and transactional pages)
• Content for building expertise and trust

We’d only been focusing on the first one, pretty much in isolation. We’d come up with some relevant topic ideas, build them out and get links. Job done.

This wouldn’t be good enough a few years down the road, because link building would be taking place in a small pocket of a very large organization with limited integration.

It’s now been over a year since that conversation and guess what? Our campaigns are still working great, but we are evolving to do so much more.

What happened

If you haven’t taken a look at what else your business is doing and where link building can add value, this is the first step towards better integration, and thus better link building. By the time the conversation above happened, we’d already recognized the need to integrate with other teams within the client’s organization, so we had a head start.

With the help of the client’s SEO team, we started to discover other activities within the organization which we could add value to or leverage for greater wins:

• The traditional marketing team had been running campaigns for years on different industry topics. Some of these crossed over with the topics we’d created content for.
• The internal PR team had lots of activity going on and had often seen our coverage pop up on their trackers. As it turned out, they were just as keen to meet us and understand more about our processes.
• The brand team was starting to review all on-site assets to ensure conformity to brand guidelines. Working with them was going to be important moving forward for consistency’s sake.
• With our help, the client were building out more informational content related to their products, with us helping brief their internal copywriters.

All of these opportunities sowed the seeds for a new focus on the evolution of link building, and pushed us to move quicker into a few things including:

• Running joint projects with the internal PR team where we collaborate on ideas and outreach that don’t just focus on data visualization
• Running ideation sessions around topics given to us by the SEO team, which are also focused on by their traditional marketing team
• Building relationships with several subject matter experts within the organization who we are now working with and promoting online (more on this below)
• Testing the informational product content for link building after noticing that a few pieces naturally attracted links
• Working alongside the PR team to carry out brand-reclamation-style link building

Where we are now

Just one year from that open and honest conversation, we have been able to show our value beyond launching campaign after campaign whilst still building links to the client’s content. This will hold value for years to come and mean that their reliance on campaigns will be reduced more and more over time.

We’re making good progress toward taking our reliance off campaigns and making it part of our strategy — not all of it. Yes, campaigns still drive the majority of links, but our strategy now includes some key changes:

• All campaigns (with the odd exception) are evergreen in nature, can always be outreached, and have the ability to attract links on their own.
• We are launching long-form, report-style content pieces that demonstrate the authority and expertise the client has in their industry, and then building links to them. (They’re far slower in terms of getting links, but they are doing well.)
• We are raising the profile of key spokespeople within the business by connecting them with writers and journalists who can contact them directly for quotes and comments in the future.
• We are doing prospecting and outreach for informational content, aiming to give them a nudge in rankings which will lead to more links in the future (that we didn’t have to ask for).

Link building isn’t quite a BAU activity just yet for this client, but it’s not far off from becoming one. The practice is taken seriously, not just within the SEO team, but also within the wider marketing team. There is more awareness than there has ever been.

Content strategy framework

I want to share the framework which we’ve used to support and visualize the shift away from campaigns as our sole link building strategy.

We’ve been aware for a while that we need to ensure any link building work we do is topically relevant. We’d found ourselves defaulting to content which was campaign-led and focused on links, as opposed to content that can serve other purposes.

Link builders need to take a long, hard look at the topics we want our clients and businesses to be famous for, credible to talk about, and that resonate with their audience. Once you have these topics, you can start to plan your content execution. After that, you’ll start to see where link building fits in.

Contrast this with the approach of “we need links, let’s come up with some relevant content ideas to help do that.” This can work, but isn’t as effective.

To help clients shift their strategies, we put together the framework below. Here’s how it works:

Let’s imagine we sell products that help customers sleep better. We may come up with the following themes and topics:



Notice that “Campaigns” is only one format. We’re also acknowledging that topics and themes can not only lead to other forms of content (and links), but also that our KPIs may not always be just links.

If we put together a long-form content guide on the science of sleep, it may not get on the front page of the New York Times, but it may get a slow, steady stream of links and organic search traffic. This traffic could include potential customers for a sleep product.

Once you have a specific topic in mind, you can go deeper into that topic and start thinking about what content pieces you can create to truly demonstrate expertise and authority. This will differ by client and by topic, but it could look something like this:

In this case, the blue circles denote a topic + format which may be link-worthy. While the orange ones denote a valuable execution that aren’t as link-worthy, we may still want to create this content for longer-term link and traffic generation.

To wrap up

Link building campaigns still have huge amounts of value. But if that’s all you’re doing for clients, you’re leaving opportunities behind. Think bigger and beyond campaigns to see what else can be done to move you and your business closer to link building nirvana.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

How to Choose the Most Link-Worthy Data Source for Your Content

Posted by Domenica

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients.

In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform.

In this analysis, I looked at 1,474 client content campaigns across six different data source categories:

• Client data
• Social media
• Participatory methods
• Publicly available data
• Survey
• Germ swab

It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are not mentioned in this article. In this analysis, each category has at least 20 campaigns, while some categories have several hundred campaigns.

It’s also important to note that averages were collected by excluding upper outliers. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher.

In addition to sharing link and press averages, I will also be walking through how to produce pressworthy, sharable content from each data source and providing examples.

Managing expectations across content types

Across the entire sample of 1,474 campaigns, a project on average received 24 dofollow links and 89 press mentions in total.

A press mention is defined as any time the content campaign was mentioned on a publisher’s website.

There were some individual data source category averages that were on par with the sample average, while other categories deviated greatly from the sample average.

Publicly available data

For almost any niche out there, you can bet there is a publicly available data set available for use. Some examples include data from the CDC, the U.S. Census, colleges and universities, the WHO, and the TSA. The opportunities really are endless when it comes to using publicly available data as a methodology for your content.

While free data sets can be a treasure trove of information for your content, keep in mind that they’re not always the simplest to work with. They do require a lot of analysis to make sense of the massive amount of information in them, and to make the insights digestible for your audience.

Take for example a campaign we produced for a client called Neighborhood Names. The data was free from the US Census, but in order to make any sense of it, our researchers had to use QGIS, Python, text-mining, and phrasemachine (a text analysis API) just to narrow it down to what we were looking for.

And what were we looking for? Looking at neighborhood names across America seems boring at first, until you realize that certain words correspond to wealth.

I was the outreach specialist for this project, and by using the wealth angle, I was able to secure two notable placements on CNBC as well as a press mention on MSN. The project quickly made its way around the internet after that, earning 76 dofollow links and 202 total press mentions by the end of our reporting period.

Survey

Unlike scouring the internet for free data, using a survey as a methodology can be more costly. That being said, there is one major advantage to using a survey to shape your content: you can find out anything you want.

While publicly available data will tell a story, it’s not always the story you want to tell, and that’s where surveys come in.

Of course, when it comes to surveys, anyone can create one without paying attention to research method best practices. That's one of the problems we need to address. With “fake news” in the forefront of everyone’s minds in 2020, building trust with journalists and editors is of the utmost importance.

As content creators, we have a responsibility to ensure that content is not only attention-grabbing and entertaining, but also accurate and informative.

Survey campaigns, in particular, require you to analyze responses through a rigorous methodological lens. When collecting data for surveys, be sure to pay close attention to ethical upholdance, data validity, and fair visual representations.

Germ swab

From my own personal experience, germ swab content campaigns are the most fun, and often, the most disturbing. Fractl did some research a while back about the emotions that make content go viral, and oftentimes, germ swab campaigns hit all of the right emotions in the viral equation.

Negative emotions like disgust are often evoked when reviewing the results of germ swab campaigns. Our study found that when negative emotions are paired with emotions like anticipation or surprise, they can still achieve viral success (internet viral, not germ viral). What is more surprising than finding out the airplane tray table is dirtier than a toilet seat?

Publishers around the world seemed to think the content was surprising, too. This campaign performed above the norm for a typical content campaign earning 38 dofollows and 195 total press mentions — and this was before the COVID-19 pandemic.

Participatory methods

Participatory methods are campaigns that require active participation for the methodology. These are unique ideas — no two are alike. Some examples of campaigns that fall under the participatory methods category are when we had team members do a 30-day squat challenge, asked respondents to draw brand logos from memory, or when we literally drove from D.C. to NYC with a dash cam to record traffic violations.

These campaigns have a certain level of risk associated with them. They require a lot of upfront effort and planning without the promise of any return — and that’s scary for clients and for our team who put in tremendous effort to pull them off.

As you can see from the chart above, however, these ideas collectively performed right on par with other campaign types, and even better than survey methodologies for both the number of dofollow links and press mentions. In order to reap big benefits, it seems you need to be willing to take a big risk.

Social media

Social medIa as a data source is almost a no-brainer, right up there with survey methodologies and publicly available data sets. Unlike participatory methods campaigns, you don’t have to leave your computer in order to produce a campaign based on social media data.

Through our seven years of content creation, Fractl has produced campaigns based on data scrapes from Twitter, Instagram, Facebook, LinkedIn, Reddit, and more. From this experience, we know firsthand what kinds of social campaigns work and which ones fall flat.

The best thing about using social media as a source for content is that it can be applied to all verticals.

The biggest lesson we’ve learned from producing content based on social media data is that the methodology is typically subjective, so you need to keep the project lighthearted in nature in order to earn major coverage.

For example, we produced a campaign for a client in which we looked at Instagram posts with the hashtag #sexy and a geolocation. From this, we were able to glean the “sexiest” countries in the world as well as U.S. states.

While it would be impossible to learn what the actual sexiest places in the world were, (what does that even mean?) we were able to produce a fun campaign that used geo-bait to appeal to lighthearted publishers, like Glamour, E! Online, Women's Health, and Elite Daily.

Make sure that no matter the topic, whatever you produce contributes to an ongoing conversation. Statistics that don’t point to anything meaningful won’t be relevant for writers actually trying to add to the conversation.

Client data

Client data is often the most underappreciated data source for content marketers. You may be sitting on a wealth of actionable industry insights and not even know it.

You might think of internal data as only being useful for improving your internal processes at work, but it can also be valuable outside of your organization.

Unlike publicly available data, internal data is never-before-seen and 100% unique. Journalists eat this up because it means that you’re providing completely exclusive resources.

Think of this article, for example. This article is filled with data and insights that Fractl has gleaned after producing thousands of content marketing campaigns.

An added bonus of using internal data to craft your content is that, according to our analysis, it performs on par with surveys. Unlike surveys, though, it’s completely free.

Conclusion

No matter what methodology you’re using or vertical you’re creating content for, it’s important to realize that as content creators, we have an ethical and moral responsibility to create with an audience in mind.

With “fake news” on the forefront of everyone’s minds, building and maintaining trust with writers and editors is of the utmost importance.

All of the content you produce and promote must be assessed through a rigorous methodological lens to ensure that content is accurate and informative as well as eye-grabbing and entertaining.

Regardless of your methodology, if you don’t take the proper steps to make sure your data sources are accurate, you are contributing to the fake news epidemic.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

How to Choose the Most Link-Worthy Data Source for Your Content

Posted by Domenica

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients.

In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform.

In this analysis, I looked at 1,474 client content campaigns across six different data source categories:

• Client data
• Social media
• Participatory methods
• Publicly available data
• Survey
• Germ swab

It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are not mentioned in this article. In this analysis, each category has at least 20 campaigns, while some categories have several hundred campaigns.

It’s also important to note that averages were collected by excluding upper outliers. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher.

In addition to sharing link and press averages, I will also be walking through how to produce pressworthy, sharable content from each data source and providing examples.

Managing expectations across content types

Across the entire sample of 1,474 campaigns, a project on average received 24 dofollow links and 89 press mentions in total.

A press mention is defined as any time the content campaign was mentioned on a publisher’s website.

There were some individual data source category averages that were on par with the sample average, while other categories deviated greatly from the sample average.

Publicly available data

For almost any niche out there, you can bet there is a publicly available data set available for use. Some examples include data from the CDC, the U.S. Census, colleges and universities, the WHO, and the TSA. The opportunities really are endless when it comes to using publicly available data as a methodology for your content.

While free data sets can be a treasure trove of information for your content, keep in mind that they’re not always the simplest to work with. They do require a lot of analysis to make sense of the massive amount of information in them, and to make the insights digestible for your audience.

Take for example a campaign we produced for a client called Neighborhood Names. The data was free from the US Census, but in order to make any sense of it, our researchers had to use QGIS, Python, text-mining, and phrasemachine (a text analysis API) just to narrow it down to what we were looking for.

And what were we looking for? Looking at neighborhood names across America seems boring at first, until you realize that certain words correspond to wealth.

I was the outreach specialist for this project, and by using the wealth angle, I was able to secure two notable placements on CNBC as well as a press mention on MSN. The project quickly made its way around the internet after that, earning 76 dofollow links and 202 total press mentions by the end of our reporting period.

Survey

Unlike scouring the internet for free data, using a survey as a methodology can be more costly. That being said, there is one major advantage to using a survey to shape your content: you can find out anything you want.

While publicly available data will tell a story, it’s not always the story you want to tell, and that’s where surveys come in.

Of course, when it comes to surveys, anyone can create one without paying attention to research method best practices. That's one of the problems we need to address. With “fake news” in the forefront of everyone’s minds in 2020, building trust with journalists and editors is of the utmost importance.

As content creators, we have a responsibility to ensure that content is not only attention-grabbing and entertaining, but also accurate and informative.

Survey campaigns, in particular, require you to analyze responses through a rigorous methodological lens. When collecting data for surveys, be sure to pay close attention to ethical upholdance, data validity, and fair visual representations.

Germ swab

From my own personal experience, germ swab content campaigns are the most fun, and often, the most disturbing. Fractl did some research a while back about the emotions that make content go viral, and oftentimes, germ swab campaigns hit all of the right emotions in the viral equation.

Negative emotions like disgust are often evoked when reviewing the results of germ swab campaigns. Our study found that when negative emotions are paired with emotions like anticipation or surprise, they can still achieve viral success (internet viral, not germ viral). What is more surprising than finding out the airplane tray table is dirtier than a toilet seat?

Publishers around the world seemed to think the content was surprising, too. This campaign performed above the norm for a typical content campaign earning 38 dofollows and 195 total press mentions — and this was before the COVID-19 pandemic.

Participatory methods

Participatory methods are campaigns that require active participation for the methodology. These are unique ideas — no two are alike. Some examples of campaigns that fall under the participatory methods category are when we had team members do a 30-day squat challenge, asked respondents to draw brand logos from memory, or when we literally drove from D.C. to NYC with a dash cam to record traffic violations.

These campaigns have a certain level of risk associated with them. They require a lot of upfront effort and planning without the promise of any return — and that’s scary for clients and for our team who put in tremendous effort to pull them off.

As you can see from the chart above, however, these ideas collectively performed right on par with other campaign types, and even better than survey methodologies for both the number of dofollow links and press mentions. In order to reap big benefits, it seems you need to be willing to take a big risk.

Social media

Social medIa as a data source is almost a no-brainer, right up there with survey methodologies and publicly available data sets. Unlike participatory methods campaigns, you don’t have to leave your computer in order to produce a campaign based on social media data.

Through our seven years of content creation, Fractl has produced campaigns based on data scrapes from Twitter, Instagram, Facebook, LinkedIn, Reddit, and more. From this experience, we know firsthand what kinds of social campaigns work and which ones fall flat.

The best thing about using social media as a source for content is that it can be applied to all verticals.

The biggest lesson we’ve learned from producing content based on social media data is that the methodology is typically subjective, so you need to keep the project lighthearted in nature in order to earn major coverage.

For example, we produced a campaign for a client in which we looked at Instagram posts with the hashtag #sexy and a geolocation. From this, we were able to glean the “sexiest” countries in the world as well as U.S. states.

While it would be impossible to learn what the actual sexiest places in the world were, (what does that even mean?) we were able to produce a fun campaign that used geo-bait to appeal to lighthearted publishers, like Glamour, E! Online, Women's Health, and Elite Daily.

Make sure that no matter the topic, whatever you produce contributes to an ongoing conversation. Statistics that don’t point to anything meaningful won’t be relevant for writers actually trying to add to the conversation.

Client data

Client data is often the most underappreciated data source for content marketers. You may be sitting on a wealth of actionable industry insights and not even know it.

You might think of internal data as only being useful for improving your internal processes at work, but it can also be valuable outside of your organization.

Unlike publicly available data, internal data is never-before-seen and 100% unique. Journalists eat this up because it means that you’re providing completely exclusive resources.

Think of this article, for example. This article is filled with data and insights that Fractl has gleaned after producing thousands of content marketing campaigns.

An added bonus of using internal data to craft your content is that, according to our analysis, it performs on par with surveys. Unlike surveys, though, it’s completely free.

Conclusion

No matter what methodology you’re using or vertical you’re creating content for, it’s important to realize that as content creators, we have an ethical and moral responsibility to create with an audience in mind.

With “fake news” on the forefront of everyone’s minds, building and maintaining trust with writers and editors is of the utmost importance.

All of the content you produce and promote must be assessed through a rigorous methodological lens to ensure that content is accurate and informative as well as eye-grabbing and entertaining.

Regardless of your methodology, if you don’t take the proper steps to make sure your data sources are accurate, you are contributing to the fake news epidemic.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

How to Get Backlinks in 2020 [Series] - Whiteboard Friday

Posted by BritneyMuller

Link building is never-ending in SEO, but a little creativity and smart tactics can help you ferret out great link opportunities from their hiding spots. In this episode of Whiteboard Friday, Britney Muller kicks off a series on modern link building (including the sage advice: let people choose their own anchor text!)

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are going to be looking at the easiest ways for you to get backlinks to your website. None of these involve content creation whatsoever.

Really excited to dive into this. It will be part of a larger "Link Building in 2020 Series and Beyond." So really excited to dive into some of the easiest things that you can do today to enhance your backlink profile. Let's take a look.

No-brainer link building

☑ Unlinked brand, product, name, etc. mentions

This is simply just going to Google, doing a search for these things within quotes, and looking at the first several pages of results to ensure that all of those results are linking back to your site.

They likely are not, so those will be your opportunities to send a message or an email asking for the webmaster or the writer to provide a link back to your site with your mention. It's one of the easiest things to do. So is unlinked images. 

☑ Unlinked images

This is a gold mine if you're working with a website that has a lot of proprietary images or really great graphic design, maybe you have infographics or some things that are special to the brand or the domain. Use Google reverse image search and put in the images that you think might have been taken or used on other websites.

You will immediately see what those websites are and whether or not they link back to your site. So again, very similar to this first one. You're basically just asking for them to credit the website and link back accordingly. 

☑ Redirect your 404 pages with backlinks

This is completely within your control. No outreach required. In fact, Moz Link Explorer provides this really, really easily within Moz Pro. You basically take a look at all of your pages that have backlinks, and you can filter by status code.

You just change that to 400s, 404s, and you can see all of the pages to your website that currently have backlinks but the page is no longer there. All you want to do with that is just simply 301 redirect that old broken page to a new relevant page, and you're kind of saving that authority that is being sent to your site.

So, so easy. A lot of people forget about that one. It's great. 

☑ Keep an eye on recently lost links

The keyword here is "recently." If you can engage with another website that has recently either by accident or changed things around on purpose on the page, you are more likely to reclaim your lost link.

It's also just important to really understand why. 

• Is that website going through a redesign? 
• Have they gotten rid of pages? 
• Did a competitor come in and provide a better resource than what you currently had? 

There are all sorts of reasons why you really want to identify what's going on.

☑ Move backlink targets

This is a new tactic that was recently brought to my attention by the brilliant Sarah Hollenbeck at Siege Media. They have a brilliant team. I highly recommend you checking out this article that's basically all about moving backlink targets, which has never really occurred to me, where you basically have backlinks to older resources or older content or products that you want restructured to newer or more important pages on your website. 

Sarah goes into great detail about this and can help explain just how you can do this successfully and what that means for your site. So really, really neat. I highly suggest that. 

☑ Sites that list competitors, but not you

Check out sites that list competitors but not you. These might be resource pages or roundups of information of sorts.

You can play around with this in Google as well by providing competitors within quotes and then minus your company or the website you're working on. 

It really starts to give you an idea of what websites might be great opportunities for a backlink, because you fit within that vein. It makes sense. 

☑  Sites that provide topic/industry + geo information

Similarly sites that provide topic or industry plus geo information, so again finding those resource pages, those roundups. Oftentimes you will see these on lots of .edu sites or even .gov. So you can do some different searches around, if you were Columbia, outdoor clothing in Minnesota.

Play around with this a bit. This could be in the Midwest, in the United States. You can change these words around and really start to identify some higher-quality link prospects. 

☑ Build relationships

Lastly, build relationships. I cannot speak more highly about this.

Just for your own career longevity and what you do in SEO and marketing in general, it is so important to develop genuine, real relationships with individuals that work in the industry, whether that be at other websites or just in the same vein of things.

Not only can you bounce ideas off of these people and really get help with different things, but you get to help support the incredible things that they're working on. It's just an all-around, feel-good, help each other out situation. So if you're not already reaching out and building relationships, I highly suggest you do that.

It's a lot of fun, and I can't stress enough there are so, so many good people within our industry it's incredible. 

☑ BONUS: Let people choose anchor text!

Lastly, we really want to take a modern look at link building practices in 2020 and beyond, and a big part of that goes around things like let people choose the anchor text for your backlink.

Five or 10 years ago it was standard to request very specific anchor text for the keyword you wanted to rank for. It's not really the case anymore. Especially with the addition of BERT, Google has gotten so much more sophisticated in understanding text and language and websites that it's really unnecessary and might even cause problems to ask for those specific anchor link texts.

Definitely take a look at this article we'll link to down below by David Farkas here, who wrote about link building lies. It's a really great article. We'll continue to build upon this series to provide you with some fresher information around link building today. I really look forward to hearing your comments and suggestions down below.

Feel free to let us know what you liked about this, what you didn't like. If you have any great ideas, please let us know down in the comments, and I look forward to seeing you all next time. Thanks so much. See you.

Video transcription by Speechpad.com

---

Scoop up more SEO insights at MozCon Virtual this July

Don't miss exclusive data, tips, workflows, and advice from Britney and our other fantastic speakers at this year's MozCon Virtual! Chock full of the SEO industry's top thought leadership, for the first time ever MozCon will be completely remote-friendly. It's like 20+ of your favorite Whiteboard Fridays on vitamins and doubled in size, plus interactive Q&A, virtual networking, and full access to the video bundle:

Save my spot at MozCon Virtual!

We can't wait to see you there!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

How to Get Backlinks in 2020 [Series] - Whiteboard Friday

Posted by BritneyMuller

Link building is never-ending in SEO, but a little creativity and smart tactics can help you ferret out great link opportunities from their hiding spots. In this episode of Whiteboard Friday, Britney Muller kicks off a series on modern link building (including the sage advice: let people choose their own anchor text!)

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are going to be looking at the easiest ways for you to get backlinks to your website. None of these involve content creation whatsoever.

Really excited to dive into this. It will be part of a larger "Link Building in 2020 Series and Beyond." So really excited to dive into some of the easiest things that you can do today to enhance your backlink profile. Let's take a look.

No-brainer link building

☑ Unlinked brand, product, name, etc. mentions

This is simply just going to Google, doing a search for these things within quotes, and looking at the first several pages of results to ensure that all of those results are linking back to your site.

They likely are not, so those will be your opportunities to send a message or an email asking for the webmaster or the writer to provide a link back to your site with your mention. It's one of the easiest things to do. So is unlinked images. 

☑ Unlinked images

This is a gold mine if you're working with a website that has a lot of proprietary images or really great graphic design, maybe you have infographics or some things that are special to the brand or the domain. Use Google reverse image search and put in the images that you think might have been taken or used on other websites.

You will immediately see what those websites are and whether or not they link back to your site. So again, very similar to this first one. You're basically just asking for them to credit the website and link back accordingly. 

☑ Redirect your 404 pages with backlinks

This is completely within your control. No outreach required. In fact, Moz Link Explorer provides this really, really easily within Moz Pro. You basically take a look at all of your pages that have backlinks, and you can filter by status code.

You just change that to 400s, 404s, and you can see all of the pages to your website that currently have backlinks but the page is no longer there. All you want to do with that is just simply 301 redirect that old broken page to a new relevant page, and you're kind of saving that authority that is being sent to your site.

So, so easy. A lot of people forget about that one. It's great. 

☑ Keep an eye on recently lost links

The keyword here is "recently." If you can engage with another website that has recently either by accident or changed things around on purpose on the page, you are more likely to reclaim your lost link.

It's also just important to really understand why. 

• Is that website going through a redesign? 
• Have they gotten rid of pages? 
• Did a competitor come in and provide a better resource than what you currently had? 

There are all sorts of reasons why you really want to identify what's going on.

☑ Move backlink targets

This is a new tactic that was recently brought to my attention by the brilliant Sarah Hollenbeck at Siege Media. They have a brilliant team. I highly recommend you checking out this article that's basically all about moving backlink targets, which has never really occurred to me, where you basically have backlinks to older resources or older content or products that you want restructured to newer or more important pages on your website. 

Sarah goes into great detail about this and can help explain just how you can do this successfully and what that means for your site. So really, really neat. I highly suggest that. 

☑ Sites that list competitors, but not you

Check out sites that list competitors but not you. These might be resource pages or roundups of information of sorts.

You can play around with this in Google as well by providing competitors within quotes and then minus your company or the website you're working on. 

It really starts to give you an idea of what websites might be great opportunities for a backlink, because you fit within that vein. It makes sense. 

☑  Sites that provide topic/industry + geo information

Similarly sites that provide topic or industry plus geo information, so again finding those resource pages, those roundups. Oftentimes you will see these on lots of .edu sites or even .gov. So you can do some different searches around, if you were Columbia, outdoor clothing in Minnesota.

Play around with this a bit. This could be in the Midwest, in the United States. You can change these words around and really start to identify some higher-quality link prospects. 

☑ Build relationships

Lastly, build relationships. I cannot speak more highly about this.

Just for your own career longevity and what you do in SEO and marketing in general, it is so important to develop genuine, real relationships with individuals that work in the industry, whether that be at other websites or just in the same vein of things.

Not only can you bounce ideas off of these people and really get help with different things, but you get to help support the incredible things that they're working on. It's just an all-around, feel-good, help each other out situation. So if you're not already reaching out and building relationships, I highly suggest you do that.

It's a lot of fun, and I can't stress enough there are so, so many good people within our industry it's incredible. 

☑ BONUS: Let people choose anchor text!

Lastly, we really want to take a modern look at link building practices in 2020 and beyond, and a big part of that goes around things like let people choose the anchor text for your backlink.

Five or 10 years ago it was standard to request very specific anchor text for the keyword you wanted to rank for. It's not really the case anymore. Especially with the addition of BERT, Google has gotten so much more sophisticated in understanding text and language and websites that it's really unnecessary and might even cause problems to ask for those specific anchor link texts.

Definitely take a look at this article we'll link to down below by David Farkas here, who wrote about link building lies. It's a really great article. We'll continue to build upon this series to provide you with some fresher information around link building today. I really look forward to hearing your comments and suggestions down below.

Feel free to let us know what you liked about this, what you didn't like. If you have any great ideas, please let us know down in the comments, and I look forward to seeing you all next time. Thanks so much. See you.

Video transcription by Speechpad.com

---

Scoop up more SEO insights at MozCon Virtual this July

Don't miss exclusive data, tips, workflows, and advice from Britney and our other fantastic speakers at this year's MozCon Virtual! Chock full of the SEO industry's top thought leadership, for the first time ever MozCon will be completely remote-friendly. It's like 20+ of your favorite Whiteboard Fridays on vitamins and doubled in size, plus interactive Q&A, virtual networking, and full access to the video bundle:

Save my spot at MozCon Virtual!

We can't wait to see you there!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Download the SEO's Local Search Cheat Sheet!

Posted by MiriamEllis

What a juggling feat your SEO agency pulls off every day! On your best days, you’re keeping:

• Team members and clients
• All the moving marketing parts

...in constant, useful motion. On your worst days, though, mistakes happen when:

• Communication breaks down
• Standard procedures aren’t understood company-wide
• People feel rushed

No local SEO agency or in-house SEO wants to waste time and resources on a scenario like building a GMB listing for a business model that’s ineligible, pushing out incorrect NAP because it wasn’t vetted by the right department, or having to contact a client multiple times because the onboarding process wasn’t thorough enough to get all the information needed in a single step.

Maybe worse yet, giving the wrong advice to a client is embarrassing and undermines retention. Nobody’s perfect, and the best SEOs will drop a few balls here and there, but it helps build confidence to know you have the answers to marketing FAQs at your fingertips.

Share a sheet — save time and hassle!



Whether you’ve just made a new hire at your agency, or your team simply wants to save time by having the most common local SEO resources, FAQs, and solutions all in one spot, the SEO’s Local Search Cheat Sheet is free to download and easy to print and share. Maybe your agency is just starting to move into the local search marketing space, and this resource can be a supportive guide for the path ahead.

Tack it up in your workspace, put it on the company fridge, or include it in your training process for incoming employees. It’s amazing how a visible reminder can jog your memory and prevent avoidable mistakes, plus make work faster and easier.

Download the SEO's Local Search Cheat Sheet

How your team will get value from this sheet

I’ve been working in the local SEO space for more than fifteen years. My head sometimes feels like an overstuffed filing cabinet of marketing protocols. I can’t remember absolutely everything, and the amount of information you have to keep track of to market your local clients is pretty staggering. From Google’s guidelines and their continuous release of new features, to general best practices for listings, websites, and reviews, to managing client to-dos, SEOs have to bring great presence of mind to every team meeting and every client consultation.

What I’ve done in this cheat sheet is create a basic aid that covers the practices and questions that land on my desk with the greatest frequency. Pin this up by your own desk as a handy reference covering:

• Client onboarding checklist
• Google My Business eligibility/ineligibility at a glance
• Top Google support and reporting links
• Website checklist
• Reputation and review tips
• Ranking failure troubleshooting steps
• Key local SEO concepts, explained
• And more!

By consolidating all of this information into a single resource, I hope you can reduce vital tasks being overlooked, mishandled, or even just taking longer than they should. Moz knows that organization is key to every agency’s success, and we hope you’ll distribute this cheat sheet widely to make local SEO work simpler and better for everyone on your team.

Download the SEO's Local Search Cheat Sheet

Love cheat sheets? Check out our updated Web Developer's SEO Cheat Sheet as well!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Download the SEO's Local Search Cheat Sheet!

Posted by MiriamEllis

What a juggling feat your SEO agency pulls off every day! On your best days, you’re keeping:

• Team members and clients
• All the moving marketing parts

...in constant, useful motion. On your worst days, though, mistakes happen when:

• Communication breaks down
• Standard procedures aren’t understood company-wide
• People feel rushed

No local SEO agency or in-house SEO wants to waste time and resources on a scenario like building a GMB listing for a business model that’s ineligible, pushing out incorrect NAP because it wasn’t vetted by the right department, or having to contact a client multiple times because the onboarding process wasn’t thorough enough to get all the information needed in a single step.

Maybe worse yet, giving the wrong advice to a client is embarrassing and undermines retention. Nobody’s perfect, and the best SEOs will drop a few balls here and there, but it helps build confidence to know you have the answers to marketing FAQs at your fingertips.

Share a sheet — save time and hassle!



Whether you’ve just made a new hire at your agency, or your team simply wants to save time by having the most common local SEO resources, FAQs, and solutions all in one spot, the SEO’s Local Search Cheat Sheet is free to download and easy to print and share. Maybe your agency is just starting to move into the local search marketing space, and this resource can be a supportive guide for the path ahead.

Tack it up in your workspace, put it on the company fridge, or include it in your training process for incoming employees. It’s amazing how a visible reminder can jog your memory and prevent avoidable mistakes, plus make work faster and easier.

Download the SEO's Local Search Cheat Sheet

How your team will get value from this sheet

I’ve been working in the local SEO space for more than fifteen years. My head sometimes feels like an overstuffed filing cabinet of marketing protocols. I can’t remember absolutely everything, and the amount of information you have to keep track of to market your local clients is pretty staggering. From Google’s guidelines and their continuous release of new features, to general best practices for listings, websites, and reviews, to managing client to-dos, SEOs have to bring great presence of mind to every team meeting and every client consultation.

What I’ve done in this cheat sheet is create a basic aid that covers the practices and questions that land on my desk with the greatest frequency. Pin this up by your own desk as a handy reference covering:

• Client onboarding checklist
• Google My Business eligibility/ineligibility at a glance
• Top Google support and reporting links
• Website checklist
• Reputation and review tips
• Ranking failure troubleshooting steps
• Key local SEO concepts, explained
• And more!

By consolidating all of this information into a single resource, I hope you can reduce vital tasks being overlooked, mishandled, or even just taking longer than they should. Moz knows that organization is key to every agency’s success, and we hope you’ll distribute this cheat sheet widely to make local SEO work simpler and better for everyone on your team.

Download the SEO's Local Search Cheat Sheet

Love cheat sheets? Check out our updated Web Developer's SEO Cheat Sheet as well!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

The MozCon Virtual 2020 Final Agenda

Posted by cheryldraper

We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.

On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:

Nab my ticket and video bundle for $129

And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.

Read on to see what your favorite industry leaders are speaking on this year!

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Tuesday, July 14th

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8:30am – Networking

Open time for attendees to connect with other attendees and MozCon partners.

9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry

Sarah Bird, CEO of Moz

Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.

9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies

Andy Crestodina, Co-founder and CMO, Orbit Media

Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?

This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.

10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns

Shannon McGuirk, Head of PR & Content, Aira

In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.

10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google

Robin Lord, Consultant, Distilled

How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.

11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget

Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.

As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.

11:15am – Stream 2 – The Science of Seeking Your Customer

Alexis Sanders, Senior SEO Account Manager, Merkle

Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.

12:10pm – Birds of a Feather discussion groups

Connect and chat with like-minded marketers on a wide range of digital marketing topics!

12:55pm – Keynote – Moving Targets: Keywords in Crisis

Dr. Peter J. Meyers, Marketing Scientist, Moz

Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.

1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data

Rob Ousbey, VP Product, Moz

Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.

He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.

1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done

Francine Rodriguez, Manager of Customer Success, WordStream

Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.

2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution

Ross Simmonds, CEO, Foundation

What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.

3:30pm – Networking

Open time for attendees to connect with other attendees and MozCon partners.

4:30pm — Day One is in the books!

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Wednesday, July 15th

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8:30am – Networking

Open time for attendees to connect with other attendees and MozCon partners.

9:00am – Welcome to Day Two!

Cyrus Shepard, emcee

9:10am – Keynote – Accessible Machine Learning Workflows for SEOs

Britney Muller, Senior SEO Scientist, Moz

"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.

9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve

Izzi Smith, Technical SEO Analyst, Ryte

Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!

9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem

Flavilla Fongang, Brand Strategist, 3 Colours Rule

Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.

10:50am – Stream 1 – How to Promote Your Content Like a Boss

Brian Dean, Founder, Backlinko

Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.

10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy

Joy Hawkins, Owner, Sterling Sky Inc.

What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.

11:45am – Birds of a Feather discussion groups

Connect and chat with like-minded marketers on a wide range of digital marketing topics!

12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO

Michael King, Managing Director, iPullRank

Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.

1:25pm – Stream 1 – Everyday Automation for Marketers

David Sottimano, Independent Marketing Consultant, Opensource.org

As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.

1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights

Dana DiTomaso, President and Partner, Kick Point

Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.

2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry

Heather Physioc, Group Connections Director, Discoverability, VMLY&R

SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.

2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable

Russ Jones, Principal Search Scientist, Moz

How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.

3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?

Will Reynolds, Founder & Vice President of Innovation, Seer Interactive

CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.

Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.

This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.

4:15pm – Networking

Open time for attendees to connect with other attendees and MozCon partners.

5:15pm – That's a wrap for MozCon Virtual 2020!

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See you there?

Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you! 

Yep, I'm going to MozCon Virtual!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!