New IdeasPOWER DIGITAL
Brand Mentions Fresh Web Explorer (Moz)
Buzz Sumo Locating relevant shared content Finding industry/topic influencers
Identifying Resources & ListsGIF Retargeting AdsCleaning Up LinksKeyword (not provided)Tracking Link Data UTM
AGENDA
LINKS THROUGH BRAND MENTIONS
Case & Point
FRESH WEB EXPLORER
San Diego Reader Article with NO link to client mentioning them!
BRAND MENTION SHOULD BE LINK
BUZZ SUMO
What you are looking for
Sources of content
Timeframe
Searching for Content Search Top Influencers
BUZZ SUMO: USA SOCCER JERSEY SEARCH
USA SOCCER JERSEY LINK TARGETS
BUZZ SUMO: INFLUENCERS
Washington Post and NBC columnists
Industry resources and lists are a valuable and powerful sources for links. Here are some searches to help identify some of these sites. inurl:resources inurl:helpful-resources Inurl: + “industry
keyword” + Site:(.gov, .org, .edu)
UTILIZING RESOURCES & LISTS
http://www.seomark.co.uk/where-to-get-backlinks-from/http://pointblankseo.com/9-query-combos
EventsSponsors InterviewsStudent ResourcesCareer ResourcesAlumni BiosHistorical ReferencesBoards/CertificationsElectronic recordsRelated LinksSafety ResourcesEducation ResourcesNutrition InformationHero Spotlight
VeteransNon-profitsEco-friendlyBusiness DirectoryFree ResourcesTravel and TourismAssociationsCommunity InvolvementProfessional DevelopmentFaculty PagesAccreditationVenues
REASONS .EDU & .GOV OUTLINK
BUSINESS ETHICS WEBSITE PR5
GIF BANNER ADVERTISING
http://mashable.com/2014/05/24/new-types-of-digital-advertising-agencies/
CLEANING UP LINK PROFILES
Many of our clients websites have been eating the wrong food i.e. getting the wrong links. Time to slim these websites down and put them on a diet!
Manual Penalty VS.
Algorithmic Penalty
MANUAL VS. ALGORITHMIC PENALTIES
EXAMPLE: LPGUERRA.COM
*Note: This client has low ranking, but no manual penalty showing in Webmaster Tools.
Identify Toxic/Suspicious Links
Create rmoov
Campaign
Create Google
Disavow File &
Upload
ALGORITHMIC PROCESS
The estimated traffic share metric is Moz’s best guess at the percentage of visits each keyword contributes. The value is based on a combination of landing page traffic, keyword ranking position, estimated search volume, and SERP CTR’s.
KEYWORD NOT PROVIDED: LANDING PAGE REPORT
You ever build a quality link and wonder how much traffic it drove to its destination website? Did is produce ROI? Now you can!
Introducing UTM parameters. UTM’s are simply tags you add to URL’s to add tracking capability.
Start by using the UTM URL Builder https://support.google.com/analytics/answer/1033867?hl=
en
TRACKING LINK TRAFFIC W/GA
UNDERSTANDING THE FUNDAMENTALS
Google URL BuilderEnter in all required fields to create proper UTM tracking code
Refer to previous slide “Helpful Information” for required field information.
GOOGLE: URL BUILDER
Goal: Focus on which content drives results Utm_medium: link-building Utm_source: name of linking
domain (i.e.powerdigitalmarketing.com)
Utm_campaign: date of content placement (i.e.2014-06-16)
Utm_content: specific product, service or topic being written about (i.e. links building, website design etc.)
Utm_term: specific keyword being optimized for, if any
*This configuration wil l capture inbound visits from a l ink bui lding campaign into a unique “l ink bui lding” medium that can quickly and easi ly be analyzed. Dri l l ing down into that medium by source or content wil l display the placements and topics that are most successful at generating traffic.
Goal: Measuring l ink bui lding traffic against organic referral traffic Utm_medium: referral Utm_source: name of linking domain
(i.e.powerdigitalmarketing.com) Utm_campaign: link-building Utm_content: specific product, service
or topic being written about (i.e. l inks building, website design etc.)
Utm_term: specific keyword being optimized for, if any
*By us ing the standard “referra l” medium, inbound traffic wi l l be lumped in at a top- level wi th other organic referra l t raffic, enabl ing an app les- to -apples compar ison of v is i ts v ia l inks . Agencies or large internal content teams can just as eas i ly swap in a marketer ’s name for utm_content in order to t rack the effect iveness of tact ics ut i l i zed by var ious team members .
2 WAYS TO GO ABOUT THIS
URL BUILDER EXAMPLE
Your new link traceable link!
WHERE IT ALL COMES TOGETHER IN GA
Click here #1
Click here #2
*View data by source, medium, content, etc.
**Tracked link data will be displayed here
Thank you