Currently viewing the tag: "Link building"

econsultancyby Danny Ashton 22 November 2013 15:04

This post from caught NetScope’s attention because it actually testing in real world examples, in other words case study with data, the results of one such tool. A link building tool, Zemanta?

Some great insights here. As with many of the interactive or digital tools that have proliferated (and continue to do so), the bottom line comes back to the knowledge of the marketers on your team. Platforms are just platforms, people that know how to use them is definitely a key that you should look at when deciding on digital partners. The tool is only as good as the user but you have to start with the performance and service of the tool. At that intersection is where you can begin to achieve marketing value and optimize ongoing results.

linksOne of my favourite talks from SearchLove London 2013 was Hannah Smith’s ‘23, 787 Ways To Build Links in 30 Minutes’.

Among Hannah’s tips for sustainable link building, she mentioned a neat tool that helped her pick up 257 links at around $14 per link.

This tool was Zemanta, a seemingly fantastic way of providing scalable outreach.

We are always looking for ways to improve our outreach process so I was very eager to give Zemanta a try, especially after hearing what the company had to say.

Their pitch was very promising: Our content would be placed in front of bloggers who were just about to write related posts, and the better the content the more links we would get. What is more, the case studies featured some outstanding links from big sites such as, Wall Street Journal, etc.

When I read Moz CEO Rand Fishkin’s quote, I was sold:

I’m not just a fan, I’m a believer – Zemanta is a remarkable way to build great links.

We decided to test Zemanta with 10 infographics that we knew had already done well during ‘cold outreach’ to see how many links we could get.
10 infographics, 30 days, $1,318.72 investment: the results


Total Earned Links: 21 (as reported by Zemanta)
Cost Per Link = $62.79

Although the results weren’t quite the ‘under $20 per link’ I had imagined, at first glance didn’t look that bad. Managing the outreach for our outreach campaigns in house, I know all too well the importance of quality links. So I decided to take a deeper look.
link authority chart

In exploring the links further, I was shocked. I found that nearly 20% of the links were out of action. Two blog posts had been removed, One site was offline and another site was 301 redirected.

21 links has now been reduced to 17

I then checked how often these blogs were updated. After running the report, I found out that the last posts made by four of the blogs were over six months ago.

17 links has now been reduced to 13

I then pulled these links in order to remove any blogs with a citation flow of zero. Shockingly, five more links were crossed off the list.

13 links is now eight

I then explored the eight remaining links as ranked by Moz Rank:


The average link from this campaign had the following characteristics:

Majestic Citation Flow = 14
Majestic Trust Flow = 5.5
Moz Rank = 3.70
5 of the sites posted within the last 3 days
3 of the sites last posted over 1 month ago.

Total cost for one of these links = $164.84

Maybe I at this stage, I shouldn’t have expected anything more, but there was not one editorial link.

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Michael Beresford, President, NetScopeBeresford SES
September 12, 2013


I’m writing this article today from the SES Conference & Expo in San Francisco. SES is the leading global event series for search and social marketing, with a focus ses-sanfrancisco2013on tactics and best practices. And we have some for you…

As an agency that is focused on adding value and improving client results, there are great insights being shared here at the show. NetScope (a digital marketing services agency) will be leveraging the resources picked up here by plugging them into our website. So stay tuned. Let’s take a look at my Top 5 key best practices that will garner results regarding link building.
Search engines drive ecommerce with 7% of consumer sales online and influencing 89% of offline purchases. No new news here, but the changes keep a coming so it’s easy to get sidetracked on quick fix solutions that don’t stand the quality test of time.
SEO and SERP rankings are created from a variety of factors. The good news is that when you focus on delivering quality content that is dynamic, relevant and informative you will drive traffic to your site.
We have all heard the age old adage, it’s better to give than receive. I would revise that a bit stating that it’s better to give TO receive!

The power of link building is as a real person talking to real people not bots.
1. Boost your search engine rankings
Inbound links are the most important factor determining the position on search engine results pages (SERPs). Google now actively looks for low quality links and content and might penalize the sites it finds. SEO based on anything but quality content and link building is dead, can you say Penguin?
Google also has slowing increased the importance of social signals and social media, providing a more opportunities to build your site visits.
2. Bring direct visitors to your site
People who do click through are typically interested, a potential customer, advocate and cheerleader. Interested because they’ve just read about you; so be ready to convert them. So make sure your home page or any deep content on your site has ways for them to buy, or at least the ability to capture contact information, email, blog signup or social media follow link.
3. Quality content=links (mandatory), establish your authority
No matter which industry you’re in, there’s an informal community of websites, news sites, blogs, magazines, portals, experts, commentators, forums, and discussion groups that your customers consult to stay current.
The more people come across your company, products and value added quality content on important sites, the more they will see you as a leader. Anything that adds credibility to your content, adds link attraction and website traffic, so don’t forget to add, “As featured in … NY”, or give attribution to that authority website that is being quoted.
4. The Link Investment Fund: The gift that keeps on giving!
Inbound links significantly impact your rankings, increasing traffic to your site. All search engines look at the age of a link and the pattern of acquired links. So the value of your inbound links builds overtime. Links are an investment; the return is dependent on the quality of the content, the authority of site linking and the quantity.
5. People provide links, not bots!
Matt Cutts at Google reminded us today…it’s all about links, which isn’t simply doing a press release…it’s real content Remember it’s people, not websites that do the linking. Netscope always goes the matt cuttsextra mile to create mutually beneficial relationships.


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