link's evolution - metodi per gestire la la link building in azienda
TRANSCRIPT
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LINK’S EVOLUTIONLA METAMORFOSI DEL LINK PER LA SEO IN 6 (o 9) PASSI
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Se non si sa dove si sta
andando,
probabilmente si finirà da
qualche altra parte
Dott. Laurence J. Peter
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Chi Sono Web Marketing Addicted in
Cloudworks Srl
Ex-freelance SEO
Sognatore
Scout
Studente di Ingegneria
Appassionato di Outdoor
www.seopoint.org
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Cosa Vedremo
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#1.1 – BASI SUI
LINKSPERCHÉ I LINKS
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Ok, bel contenuto.
Ma come decido se è
autorevole?Little Google
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CHI CREDE ALLA BEFANA?
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Basandomi sulla sola
bontà del testo?Little Google
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Parametri?
Links
Social
Altro
Persone
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LINKS
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PAROLA D’ORDINE
NATURALEZZA
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#1.2 – BASI SUI
LINKSANATOMIA DI UN BUON LINK
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A COSA GUARDARE
Contesto
Posizione
Testo
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TESTO
L’anchor text è affine?
L’anchor text è diversificato?
(ci vogliono anche testi come i read more..)
Ci sono alcuni nofollow nel link profile?
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CONTESTO
Il sito è a tema con il tuo?
La pagina che contiene il link è a tema?
Il sito è stato penalizzato?
Il sito fa scambi links?
Il sito vende links?
Il sito ha già links verso i tuoi partner?
Il sito è di facili costumi? (guest posts di bassa qualità)
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POSIZIONE
In che posizione è il link?
Ha senso un link del genere in un articolo come quello?
Il link è in una zona Boilerplate?
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#1.3 – BASI SUI
LINKSTO DON’T
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ACQUISTO LINKS DA BROKER
NON CONTROLLATI
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NETWORK
“SGAMABILI”
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CLOAKING CON LINKS
anche se.. spesso funziona..
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ARTICLE MARKETING VECCHIO
STILE E DIRECTORY DI MASSA
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SCAMBI DI LINKS – LINK FARMS
MONNEZZA VARIA
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#1.4 – BASI SUI
LINKSTIPOLOGIA DI CRESCITA
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#2 – EVOLUZIONE DEL
CONCETTO DI LINK
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LO ZOO DI GOOGLE..
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O FORSE SI SBAGLIA QUALCOSA?
IL VECCHIO APPROCCIO
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MA IN FONDO…COSA SIGNIFICA FARE LINKS?
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Il Web è più un'innovazione sociale
che un'innovazione tecnica.
Tim Berners-Lee, L'architettura del nuovo Web, 1999
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LINK = RELAZIONE
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LI VOGLIAMO
USARE ‘STI
SOCIAL?
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#3 - METODOLOGIA
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AZIENDA O
FREELANCE?
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Il lavoro di gruppo è essenziale. Ti
permette sempre di dare la colpa a
qualcun altro.
Ottava regola di Finagle
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IOGUIDO
QUARKTIPICO PROCESSO DI SCELTA DELLA STRATEGIA DI ACQUISIZIONE DEI LINK
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COSTRUISCI
UN PROCESSO
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Il Nostro (ARAPPA)
AnalisiDel Cliente
Riunionedi Analisi
Analisi Del Contesto
AttuazioneStesura del
PianoRiunioneDi Pianificazione
An
alis
i e T
rack
ing
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#1 - Analisi del ClienteRESPONSABILE DEL PROGETTO
COMMERCIALECEO
Reportistica con Analisi delle Aspettative
Richieste del Cliente
Campagne Condotte in Passato
Piano Operativo OnPage
Prima Identificazione dei Competitors
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#2 – Riunione di AnalisiRESPONSABILE DI PROGETTO
TEAM DI LINK BUILDINGSTAKEHOLDERS INTERNI
Presentazione del Cliente al Team
Brainstorming
Impostazione di Massima delle Azioni e del Coordinamento con gli Altri Canali
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#3 – Analisi del ContestoRESPONSABILE PROGETTO
TEAM DI LINK BUILDING
Identificazione dei Competitors
Bozza di Analisi SWOT
Identificazione Strategie dei Competitors
Analisi della Difficoltà di Ottenere Links
Analisi della Competitività del Settore
Prima Identificazione degli Influencer
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Strenghts Weaknesses
Opportunities Threats
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#4 – Riunione di PianificazioneRESPONSABILE PROGETTO
TEAM DI LINK BUILDINGRUOLI AFFINI
SWOT Finale
Formulazione Strategia
Scelta KPI
Scelta Obbiettivi/Mezzi
Definizione delle Tempistiche di Massima
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#5 – Stesura del PianoRESPONSABILE PROGETTO
EVENTUALI INCARICATI
Assegnazione dei Ruoli
Definizione delle Deadlines (Diagramma di Gantt)
SWOT Finale
Quantificazione delle Azioni
Allocazione del Budget
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GANTT
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#6 – AttuazioneTEAM DI LINK BUILDING
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IL TUO
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MAKE IT SCALABLE!
Pesca
Getta le Basi
Brainstorming
SWOT
Identifica il Posizionamento
Analisi Posizione di Mercato Competitors
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A PAGAMENTO: SMARTSHEET
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PARZIALEMENTE FREE: PODIO
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FREE: GOOGLE DRIVE
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#4 – CATEGORIZZAZIONE DEI
METODI
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• CSS Galleries
• CS
• Social Bookmarking
• Awards
• Directories
• Broken Links
• Archive.org
• Ahrefs/OSE
• Expired Domains
• Interviste
• Recensioni
• Guest Post
• Sponsorizzazioni
• Eventi
• Infografiche
• Video
• Widget
• Concorsi
• Ebook
• Content Marketing
• Awards
ViralOutreach
Networking
DirectoriesAnalisi
Replica
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• CSS Galleries
• CS
• Social Bookmarking
• Awards
• Directories
• Broken Links
• Archive.org
• Ahrefs/OSE
• Expired Domains
• Interviste
• Recensioni
• Guest Post
• Sponsorizzazioni
• Eventi
• Infografiche
• Video
• Widget
• Concorsi
• Ebook
• Content Marketing
• Awards
ViralOutreach
Networking
DirectoriesAnalisi
Replica
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• CSS Galleries
• CS
• Social Bookmarking
• Awards
• Directories
• Broken Links
• Archive.org
• Ahrefs/OSE
• Expired Domains
• Interviste
• Recensioni
• Guest Post
• Sponsorizzazioni
• Eventi
• Infografiche
• Video
• Widget
• Concorsi
• Ebook
• Content Marketing
• Awards
ViralOutreach
Networking
DirectoriesAnalisi
Replica
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• CSS Galleries
• CS
• Social Bookmarking
• Awards
• Directories
• Broken Links
• Archive.org
• Ahrefs/OSE
• Expired Domains
• Interviste
• Recensioni
• Guest Post
• Sponsorizzazioni
• Eventi
• Infografiche
• Video
• Widget
• Concorsi
• Ebook
• Content Marketing
• Awards
ViralOutreach
Networking
DirectoriesAnalisi
Replica
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• CSS Galleries
• CS
• Social Bookmarking
• Awards
• Directories
• Broken Links
• Archive.org
• Ahrefs/OSE
• Expired Domains
• Interviste
• Recensioni
• Guest Post
• Sponsorizzazioni
• Eventi
• Infografiche
• Video
• Widget
• Concorsi
• Ebook
• Content Marketing
• Awards
ViralOutreach
Networking
DirectoriesAnalisi
Replica
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#4 – PRINCIPALI
METODI
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TROVA GLI INFLUENCERS
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TROVA GLI INFLUENCERS
DA ITALIA
FILTRI
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TROVA GLI INFLUENCERS
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TROVA GLI INFLUENCERS
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MOLTO SELEZIONATI
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ANALIZZALI (http://goo.gl/BaJjBX)
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GESTISCI I CONTATTI
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GUEST POSTING: COSA NON
E’
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GUEST POSTING: COSA NON
E’
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GUEST POSTING: COSA E’
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GUEST POST – VIA QUERY
intitle:”guest post” keyword“guest post” keyword
intitle:“pubblica con noi” keywordintitle:”collabora” keyword
”articolo offerto da” keyword
CLASSICO
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GUEST POST – VIA QUERYREVERSE
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GUEST POST – VIA QUERY
MMM..
NOT BAD!
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GUEST POST – VIA QUERYREVERSE
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Cosa Potrebbe Attrarre Links
Competitive Analysis
Conversazioni
Quora
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NOT FOUND? EXPIRED?
404?
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NOT FOUND? EXPIRED?
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#5 – STRUMENTI PER LA
SCALABITA’LA TOOLBOX FONDAMENTALE
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LINK ANALYSIS
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SOCIAL
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PROSPECTING
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MARKET RESEARCH PRO
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MUST: EXCEL (FOR WINDOWS)DA LEGGERE
https://www.distilled.net/excel-for-seo/http://nielsbosma.se/projects/seotools/
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MUST: SPREADSHEET
DA LEGGERE
https://www.distilled.net/blog/distilled/guide-to-google-docs-importxml/
=importxml(A1,“//div[@class=’url-container’]//li”)
URL DA ANALIZZARE
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BEST PROJECT MANAGEMENT TOOL
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PROJECT MANAGEMENT
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DOPPIATORE FRANCESCO DELLO VICARIO
THANK YOU BROTHER!
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GRAZIE!