link building metrics: managing projects and seos with page one power
TRANSCRIPT
#SEJThinkTank@pageonepower
Managing Link Building Teams & Campaigns
with Cody Cahill
#SEJThinkTank@pageonepower
● Link Builder.● Client Services.● Project Manager.● Department Head.● Cubs fan since birth.
CODY CAHILL
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POLL Question #1:
What best describes your current role in SEO?
● In-House● Agency● Freelance● Consultant
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How do you manage link building?
1.Establish Core Philosophies
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How do you manage link building?
2.Hire The Right People
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How do you manage link building?
3.Foster Client Relationships
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How do you manage link building?
4.Monitor & Manage Results
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Start with Philosophy
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Purpose drives GOALS.Philosophy defines
PURPOSE.
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Are your values and goals aligned?
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Page One Power’s PhilosophyLinks represent value and connection online. We promote the value of our clients and create genuine connections.
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Page One Power’s PurposeStrategize and execute link campaigns designed to increase organic search traffic, with targeted emphasis on priority keyword themes.
How do we secure links?
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Emphasize strategies and tactics that have lasting value.
1. The site linking.2. The site being linked.3. The person who clicks the link.
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Links should be valuable to:
No tricks, manipulation, or shortcuts
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What do links achieve?
Pass AuthorityTopical Keyword
SignalsClick Through TrafficBrand visibility
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POLL Question #2:Would you like to learn more about link building services from Page One Power?
● Yes● Maybe, but I have a few questions.● Not at this time.
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Managing Teams
People are your core product. They’re responsible for all work produced.
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Managing a team of SEOs is difficult.
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6 Personnel Considerations:
● Hiring Talent● Training● Allocating Talent● Staffing Fluctuations● Retaining Talent● Company Culture
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Traits to Hire For:● Communication Skills● Persuasiveness● Intellectual curiosity● Critical thinking● Organization● Independent BUT collaborative● Motivation: “Sticktoitiveness”
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Formal training matters, but you can’t learn without doing.
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Allocating Talent to Campaigns:
Match employees’ skillsets with tasks needed for campaign success. Personal interests matter.
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What if you lose a key employee? It will happen.
Staffing Fluctuations
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What if you grow? Can you hire multiple new employees at once to meet demand?
Staffing Fluctuations
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What about client turnover? How do you keep employees when you’re overstaffed?
Staffing Fluctuations
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Employee Retention:
Compensation is only a piece of the equation.
Company Culture makes work worthwhile, drives retention.
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Managing Clients
Transparency is key to trust. Trust doesn’t matter without great service.
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Managing Client Campaigns:Strategy development first. Are goals and expectations aligned and realistic?
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Strategy Assessment:
a. Resourcesb. Goalsc. Current Rankingsd. Competitione. Niche
Opportunity
Campaign Assignment:
a. Abilitiesb. Skillsc. Personality &
Interestsd. Bandwidth
What resources do we have at our disposal?
What type of content is on the site? Are there “Linkable assets”?
Does the website provide the value needed for link building?
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Strategy Assessment
Have we identified the right strategy?
Are we diversifying our tactics?
Do we have time necessary to execute the campaign effectively?
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Strategy Assessment
Will the campaign be integrated with other initiatives?
What are the benefits and obstacles the integration presents?
Has this tactic been successful in the past?
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Strategy Assessment
Do we have the right employee resources available to execute the strategy?
Have we worked in this niche before? Which employees?
Do we have any existing relationships that can be leveraged?
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Campaign Assessment
Use proven metrics to objectively analyze performance.
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Measuring ResultsTest new metrics constantly to measure future performance.
How successful is your team?
How successful has a particular campaign been?
How good are your employees at building links?
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Measuring Results
Data isn’t the whole picture; it adds context. Don’t make decisions on data alone.
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Measuring Results
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Metric Types:Qualitative
And
Quantitative
Authority● Moz● Majestic● SEMRush● Others
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Qualitative Metrics
RelevanceHuman Value (LQ Score?)
Don’t Chase (Only) Authority:
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Many make the mistake of OVERemphasizing third party metrics
Balance metrics with common sense criteria:
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● Relevance ● Human Value
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Quantitative Metrics:a. Total linksb. Time spentc. Sites foundd. Emails sente. Response rate
● Photos sourced from UnSplash.com
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Photo Credits
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Our designer will create a snazzy final slide with your name & the moderator’s name for the Q&A Session. It will look something like this:
Final Slide