The Psychology of Link Building
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http://www.koozai.com - Learn the techiques that got us featured in high profile media around the globe, and how building strong relationships with key people can be the best link building tactic you've ever tried.
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The Psychology of Link Building
- 1. The Psychology of Link Building Mike Essex
- 2. How We Got Coverage In:
- 4. You’re Not Getting Links Here:
- 5. You’re Getting Them Here: Charles Arthur Graeme Wearden Imogen Fox Heather Stewart Technology Editor Business Reporter Deputy Fashion Editor Economics Editor
- 6. People Give You: • Free links from high authority sites • No “Sponsored” or “Advertorial” tags • Contacts you can rely on again and again LESSON: Think people not websites
- 7. ? HOW CAN I GET PEOPLE’S ATTENTION?
- 8. You are competing with:
- 9. “ Mike Butcher ” TechCrunch Source: http://www.slideshare.net/mikebutcher/how-to-deal-with-tech-media-by-mikebutcher
- 10. Use The Halo Effect (Nisbett & Wilson, 1977) We make assumptions about people instantly until proven otherwise. Your email must STAND OUT
- 11. Flat Information (Howard Leventhal) An email with no passion that just lists your content doesn’t STAND OUT
- 12. Specific Instructions (Howard Leventhal) Why Your Content is Great Why They Should Cover It Where They Should Link Why They Should Link
- 13. High Fear Information (Howard Leventhal) Information with urgency and fear really STANDS OUT FEAR “What Every SEO Must Fight For” URGENCY “Action must be taken right now”
- 14. We Made People Scared: 160 Links Including: LESSON: Fear is a great motivator.
- 15. ?
- 16. Cognitive Dissonance People contradict themselves and change their mind or do things they wouldn’t have done normally, if you can present a reasonable argument. LESSON: Use Your Email to change their mind!
- 17. Obedience Stanley Milgram In this study people were asked to give electric shocks to others (who were in on the experiment). The majority of people gave a lethal dose. There are 2 reasons why: 1- Someone else asked them to do it, so they could shift blame. 2 – The doses went up very slowly in 25 volt increments.
- 18. 1 • Interact with people on Twitter 2 • Leave comments 3 • Learn about the person 4 • Then ask for the Link LESSON: Small actions lead to BIG results
- 19. The Door in the Face Phenomenon
- 20. The Solution ? • Think like your outreach target!
- 21. Social Identity Theory Henri Tajfel and John Turner People are more likely to behave positively to others who are the same.
- 23. Become an Expert The BBC didn’t feature us when we emailed them as “Digital Marketing Executives” They did when we changed the job title to “Social Media Expert” LESSON: Change your job title to best represent your key area of knowledge.
- 24. Be or Become a Woman
- 25. Which Line is the Same?
- 26. It’s C (Unless you’ve been to the free bar) Yet in the study most people gave wrong answers. This was because people around them (who were in on the experiment) also gave the wrong answer.
- 27. 1st Wave of Coverage (Two high profile blogs) After this point no more outreach was carried out, but… Thanks to Patrick Hathaway for this example
- 28. 2nd Wave of Coverage Many more sites linked as they saw it on the high profile sites Plus 15-20 More Sites!
- 29. Even Worldwide! LESSON: One good link can easily be turned in to more
- 30. ?
- 31. Hedge If you bet on every horse in a race you will Your Bets always win.
- 32. So when link building, ensure you contact a wide range of people to give yourself more chances to win.
- 33. We Emailed:
- 34. And Got A 33% Conversion LESSON: Send Similar People Similar Emails
- 35. Profile Websites
- 37. Go Get Those Links!
- 38. Image Sources • Slide 6: http://www.free-extras.com/search/2/football+chalkboard.htm • Slide 13: http://www.gamewallpapers.com • Slide 17: http://worldofdiscovery.info/ • Slide 19: http://www.jwwilliamsandsons.co.uk/Door_Fitting.htm • Slide 21: http://www.nataliedee.com/ • Slide 24: http://www.seomoz.org/blog/putting-guest-post-outreach-theories-to-the-test-with-some- real-world • Slide 31: http://www.mirror.co.uk/3am/celebrity-news/derren-brown-reveals-how-he-guessed- 418167 • Slide 32: http://www.1stclassshows.com/testimonials/prize_every_time.jpg&w=370&h=282&ei=VrYzT76BBs ai8gPiwLTCAg&zoom=1&iact=hc&vpx=180&vpy=155&dur=2106&hovh=196&hovw=257&tx=129&t y=99&sig=106407779831255233410&sqi=2&page=1&tbnh=148&tbnw=176&start=0&ndsp=24&ve d=1t:429,r:0,s:0 • Slide 37: http://johnbrodie.wordpress.com/
- 39. Mike Essex @Koozai_Mike Mike.Essex@koozai.com /Koozai /Koozai
Editor's Notes
- Source: http://www.slideshare.net/mikebutcher/how-to-deal-with-tech-media-by-mikebutcher
- Books that have 'Harvard Classics' written on the front can demand twice the price of the exact same book without the Harvard endorsement.Nisbett & Wilson, 1977) - One group watched the lecturer answer a series of questions in an extremely warm and friendly manner. The second group saw exactly the same person answer exactly the questions in a cold and distant manner. Consistent with the halo effect, students who saw the 'warm' incarnation of the lecturer rated him more attractive, his mannerisms more likeable and even is accent as more appealing.
- Source: http://www.wordstream.com/blog/ws/2011/08/15/weirdest-link-exchange-request
- Milgram developed an intimidating shock generator, with shock levels starting at 30 volts and increasing in 15-volt increments all the way up to 450 volts. The many switches were labeled with terms including "slight shock," "moderate shock" and "danger: severe shock." The final two switches were labeled simply with an ominous "XXX.““Often it is not so much the kind of person a man is as the kind of situation in which he finds himself that determines how he will act." –
- Source: http://www.seomoz.org/blog/putting-guest-post-outreach-theories-to-the-test-with-some-real-world-data
- In Asch's experiments, students were told that they were participating in a 'vision test.' Unbeknownst to the subject, the other participants in the experiment were all confederates, or assistants of the experimenter who then gave false answers. At first, the confederates answered the questions correctly, but eventually began providing incorrect answers. 75 percent of the participants in the conformity experiments went along with the rest of the group at least one time. The more people say the wrong answer, the more times it is chosen by the participant.
- In Asch's experiments, students were told that they were participating in a 'vision test.' Unbeknownst to the subject, the other participants in the experiment were all confederates, or assistants of the experimenter who then gave false answers. At first, the confederates answered the questions correctly, but eventually began providing incorrect answers. 75 percent of the participants in the conformity experiments went along with the rest of the group at least one time. The more people say the wrong answer, the more times it is chosen by the participant.
- Source: http://www.free-extras.com/search/2/football+chalkboard.htm
- Source: http://www.mirror.co.uk/3am/celebrity-news/derren-brown-reveals-how-he-guessed-418167
- 100% Guaranteed way to win on the horsesStart with a lot of participants, then take the winners and give them another task, then those winners another and etc.If you can scale link building enough you are guaranteed to winBut it still has to be a good outreach email