The document discusses different strategies for link building, referencing Michael Winner's unconventional approach. It suggests thinking differently about opportunities and viewing obstacles as opportunities. Rather than traditional link building, it advocates investing in attention-building activities to generate coverage from large media publications, and using successes to promote trust in outreach. Quality content and products are emphasized over shy behaviors.

1. Link Building
Like Michael Winner
Jane Copland, Ayima
Jane Copland | Ayima Search Marketing | LinkLove London 2012

2. LINK BUILDING LIKE EVERYONE ELSE
If you think about
link building like
everyone else, you
get the same links
as everyone else.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

3. BUS LANES
£60 FINE
Jane Copland | Ayima Search Marketing | LinkLove London 2012

4. MICHAEL WINNER ON BUS LANES
They only charge
you £60 to use
them, and you get
no points!
Wonderful value!
Jane Copland | Ayima Search Marketing | LinkLove London 2012

5. BUS LANES
£60 FINE
INVESTMENT
Jane Copland | Ayima Search Marketing | LinkLove London 2012

6. So how do we linkbuild
like Michael Winner?
Jane Copland | Ayima Search Marketing | LinkLove London 2012

7. So how do we linkbuild
like Michael Winner?
Think Differently.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

8. This gives you the
advantage.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

9. This gives you the
advantage.
What were once
difficulties are now
opportunities.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

10. Jane Copland | Ayima Search Marketing | LinkLove London 2012

11. • 4.7 billion worldwide television viewers in 2008
• 3.9 billion viewers in 2004
• ?.? billion viewers in 2012
… compare to the 2010 World Cup football final of 24.3 million
Events from the Olympics will be linked to from most of the world’s large
media publications.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

12. But… most people don’t have a
£700 million linkbuilding budget
Jane Copland | Ayima Search Marketing | LinkLove London 2012

13. WWMWD?
Jane Copland | Ayima Search Marketing | LinkLove London 2012

14. Jane Copland | Ayima Search Marketing | LinkLove London 2012

15. £20,000 investment
Jane Copland | Ayima Search Marketing | LinkLove London 2012

16. £20,000 FINE OR £20,000 INVESTMENT?
I got a
£699,980,000
discount on Olympic
advertising!
In no way do Distilled or I suggest you actually do this!
Jane Copland | Ayima Search Marketing | LinkLove London 2012

17. THESE ARE NOT YOUR AVERAGE LINKS
You still need “traditional” links. You still need volume. You still
need a budget for “link dev” that goes beyond “golden links.”
Jane Copland | Ayima Search Marketing | LinkLove London 2012

18. START INVESTING
IDENTIFY YOUR TARGETS. WORK BACK TO WHAT IS ACHIEVABLE
Jane Copland | Ayima Search Marketing | LinkLove London 2012

19. INVESTING IN COVERAGE
Investments are not as secure as purchases. If I purchase a link, the link
is mine, most likely for as long as the terms of the negotiation.
If I invest in attention-building activities, they might not pay off.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

20. INVESTING IN COVERAGE
Investments are not as secure as purchases. If I purchase a link, the link
is mine, most likely for as long as the terms of the negotiation.
If I invest in attention-building activities, they might not pay off.
… but they probably will.
Jane Copland | Ayima Search Marketing | LinkLove London 2012

21. Jane Copland | Ayima Search Marketing | LinkLove London 2012

22. AND THEN, PEOPLE MAKE YOUR PUBLICITY FOR YOU
Jane Copland | Ayima Search Marketing | LinkLove London 2012

23. THE PROS AND CONS OF“REAL” THINGS VERSUS “LINKBAIT”
Jane Copland | Ayima Search Marketing | LinkLove London 2012

24. LEMONS INTO LEMONADE
Jane Copland | Ayima Search Marketing | LinkLove London 2012

25. STOP BEING SHY
You have the product, but it doesn’t always sell itself.
There is nothing dirty about outreach.
If you build something amazing enough,
some of “them” will come with minimal
Effort. But if you have built something
amazing enough, don’t be shy about showing it off!
Image via http://www.kcnn.org/
Jane Copland | Ayima Search Marketing | LinkLove London 2012

26. YOUR EMAILS ARE TOO LONG
Jane Copland | Ayima Search Marketing | LinkLove London 2012

27. DON’T LIE
… especially not like this
Image via David Leonhardt at http://www.seo-writer.com/
Jane Copland | Ayima Search Marketing | LinkLove London 2012

28. USE YOUR PREVIOUS SUCCESSES AS A HOOK
Got a link or a mention from someone amazing? Mention it!
We aren’t shy about putting this on our websites to promote trust; why are we shy about
putting it in our emails?
Jane Copland | Ayima Search Marketing | LinkLove London 2012

29. WHAT IF THE GOLDEN LINK IS ALREADY YOURS?
Jane Copland | Ayima Search Marketing | LinkLove London 2012

30. THE MICHAEL WINNER RULES OF GOLDEN LINK BUILDING
1. Opportunity is everywhere if you look at your obstacles differently
2. Start with what you want; work back to what you can afford and manage
3. Think about a situation as a whole. Don’t judge solely on face value
Jane Copland | Ayima Search Marketing | LinkLove London 2012

31. THE MICHAEL WINNER RULES OF GOLDEN LINK BUILDING
Thank You!
www.ayima.com
jane@ayima.com
@jane_copland
Jane Copland | Ayima Search Marketing | LinkLove London 2012