MozCon 2017 - How to Get Big Links
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My session from MozCon 2017 - How to get big links
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MozCon 2017 - How to Get Big Links
- 1. How to get BIG Links @LisaDMyers
- 6. Think like a 50s Ad Exec and execute like a geek!
- 8. 350 ideas
- 9. What does that say about us?
- 10. We come up with A LOT of SHIT Ideas
- 13. You have to be willing to come up with SHIT ideas in order to come up with GREAT ideas!
- 14. Don’t be afraid to fail!
- 15. original
- 21. a creative
- 22. Innovative
- 23. Innovative/ˈɪnəveɪt/ verb to take something and make it better
- 25. Jaws in Space
- 27. for
- 28. Find Something that Nearly Worked
- 35. 2 hours of tweeting later…
- 36. Over 700 links
- 37. It became a twitter moment.. Shared over 48k times in 48 hours
- 42. 97 links and 850K views
- 43. Over-invest in building formats that could be used again
- 46. Louise (our Head of Production)
- 47. KBillionaire’s League for e-sports
- 57. Gera (Developer)
- 58. Plain and Simple
- 59. Unknown Tourism - com
- 65. It was even turned in to a fan-made-mod for The Sims
- 66. People called our office wanting to BUY the posters
- 69. Yeah sure, cool campaigns. But does it increase rankings??
- 70. 46% Increase Organic Visibility 0 10000 20000 30000 40000 19/11/15 21/01/16 24/03/16 26/05/16 28/07/16 29/09/16 Site Change Expedia Finland 99% Expedia Norway 38% Expedia Denmark 30% Expedia Sweden 16% Source: Searchmetrics
- 71. After 4 months: 2 campaigns + outreach “Contact Lenses” - Position 11 at start, now position 3
- 72. I could tell you that we have figured the magic formula for what type of campaigns works
- 73. Data Game w/data capture Visual StreetView Video Average monthly score by TYPE of campaign
- 74. Plump Attractive Chicken Vs Unattractive Chicken Source: Study by University of Texas at Austin
- 75. Natural Chicken Engineered Chicken Healthy Tastygroup 1 Tasty Healthygroup 2
- 76. Both groups preferred the “Natural” Chicken Neither group justified their choice based on how they felt.
- 77. The two groups used the OPPOSITE reason to justify the same decision!
- 78. This is called Post-hoc rationalization
- 79. Formats are just the vessel of the idea
- 80. The creative is what CONNECTS with people
- 81. outreach
- 83. What good outreach is NOT about
- 84. “What tools do you use?” - Everyone
- 85. We use:
- 86. You can’t build a house by just holding a hammer!
- 87. There is no optimum way of writing outreach emails
- 88. “Keep your outreach email short and snappy” - Said everyone
- 93. OMG WHAT? RIGHT.
- 96. It’s not about how many emails you send out
- 97. Emails Sent vs. Links
- 98. Emails Sent vs. Links
- 100. Outreach is about PEOPLE
- 107. Now that’s GRIT
- 108. Realised that CVs were a shortcut to missing the talent we needed!
- 109. HOW they think
- 110. To interview for the right mindset – ask different questions!
- 111. What browser do you use?
- 114. Encourage people to be MORE of who they ARE
- 115. There is no one shape, no one way!
- 116. Listen differently
- 118. Find your own way
- 120. YOU are NOT a monkey!
- 121. The key to outreach is: Perseverance + being more of who you are