32.5 Insights of Paddy – Homage by Search Operators

(Gives salute)

Welcome, Skyrocketeers

Thank you for lending your eyes to our marketing prose.  Let’s start this social piece with a confession of transparency.

I done messed up.

I’ve been hosting segments on newly-branded LinkBuilding.TV, loving the opportunity to discuss online marketing in a different format as well as expanding my skill set, learning video editing along the way.

(The operative word in the preceding sentence, being ‘learning’ – an evolving process.)

For example, this is a great piece, hosting James’ insights on remote teams.  However, notice the dark figure, the interviewer, the content muse enshrouded in shadows.

Visibility improvement was unchained in Episode 3 featuring Eubanks, but days later…

I interviewed Paddy Moogan, a  kind chap, rising at 8 am on a Sunday during his sabbatical to talk link building and his book, The Link Building Book, with me, a dude using Vodburner to no avail, THE RECORDING UNUSABLE.

(Fuses explode in my head shortly after taking it all in…)




After a few breaths of meditative medicine …

I relaxed, re-focused, and remembered.

Very true, world’s most-interesting …

(And I’m using Vodburner with success and lower blood pressure now.)

I gotta roll with the unforeseen Paddy punches, pivoting on presentation.  Perhaps rather than publish the doomed video content, I’ll construct a homage, bringing readers along on this Paddy party, learning and using search operators.

I heart search operators.

…reminds me of being a  literature student, noting teachings and resources, orchestrating papers for plaid-blazered professors.

Recently, I curated a list of search operator resources from the Skyrocket Google Plus page.

Now, using them… to present to you…

No, silly creatures of the SEO sea, I’m not divulging the secret formula to Krabby Patties.

We’re  finding Paddy Professions.  (32.5 of them to be exact, halfway to 65, a number related to his 65,000-word link building book; see reviews here and here and here.)

We’ll exact search operators to unearth Paddy Moogan goodies related to link building, content, outreach, etc.  We’ll field direct comments, thoughts upon, and other Paddy-related content from the Web, using search operators like bosses.

After reading and reviewing, at conclusion, we want readers to feel more aware and comfortable in executing search operators for client and in-house purposes.

Paddy cake…Paddy cake, let’s search what he’s said…

Let’s start this Paddy search-operation parade, shall we?

Paddy lends link building tips to the SEOmoz blog.  Let’s take a look at Paddy-related mentions and insights exclusive to that domain.

site:seomoz.org paddy moogan

Let’s collect insights from a number of Moz sources, including here.

#1 – go to Open Site Explorer, put in your competitor’s URL, you can download an Excel file, put that Excel file into a Google custom search engine, then you can search for whatever you want. So you can search for guest posts, you can search for competition, you can search for sponsored links, you can find all of these really cool places your competitors have got links and average those guys as well and just piggyback off the back of their link building.

# 2 – This could be a little bit stalkerish, but it’s cool. Amazon have a facility where you can search for other people’s wish lists using their email address. So if there’s a really good blogger who you want to impress, put their email address into Amazon Wish Lists and see if they’ve got one. If they have, maybe send them a gift with a little note saying it’s from your company, you really appreciate the work they do and the blog posts they’re putting out.

Moving further down the offered SERPs, I’ll go into another Paddy/Moz post, gathering:

#3 – Instead of scaling guest blogging, what about doing something like this. This was a guest post that drove more sales of a book than TV and newspaper coverage.

#4 – Rather than creating a regular tower graphic and visualizing things that should never be made into an image, why not create something relevant and helpful to your customers? Like this

I grabbed this Paddy profession from here.

#5 – You can find people who are tweeting about your topic within a certain number of miles of your location.  Just head over to Twitter Advanced Search

What if we wanted to learn specific things about his book?  Before the interview, I took notice of information mentioned, related to The Link Building Book.

intitle:”the link building book”

We want preliminary takes on Paddy’s book.  Hannah Smith says

#6 – Aside from the chapters on link building techniques and tools,  the chapter I got the most out of was the case studies.

#7 – I’d love to see a Kindle version – in fairness, Paddy does say you can transfer the PDF to your Kindle manually, however I didn’t realise you could do that until after I’d read the book in it’s entirety.

Matt Gratt says

#8 –  Paddy suggests setting a timer for ten minutes, and trying to find ten people that will care about your content idea.  If you can’t find ten people in ten minutes with some simple queries, the idea probably doesn’t have legs, and won’t get the response you need for a successful campaign.

#9-  Paddy defines a good link profile in detail in his book – mostly branded or partial match anchor text, natural anchors like “click here”, many linking root domains, a diverse set of link types (including images, redirects, press links, guest blog links, comments, reviews, and more), and a broad range of link metrics.

Nick Eubanks asks questions, getting …

#10 – Feedback so far indicates that this (case studies) was actually the favorite section for a lot of readers so I may try to see if I can expand it in the next edition.

#11 –  I once attended some training at Distilled that sought to teach us about decision trees and how a series of good questions could lead you to the right answer.  This has always stuck with me, particularly with link building where it can be quite easy to spend lots of time on it and not get much in return. Asking hard questions of yourself and the client can at least mitigate some of this risk and help make you more likely to succeed.

Paddy is a Distilled superstar; a Paddy researcher finds a lot of SERPs related to Distilled.  If we wanted to find Paddy mentions sans URLs stemming from Distilled (and previously covered SEOmoz), we’d:

This post, like mine here, celebrates Paddy postulations:

#12 –  Make photos embeddable – create & install a script so an embed box pop-up when someone right-clicks to copy your image for use on their site/profile.

#13 –  Put competitors backlinks into Google custom search engine – mine those links

We also find that Paddy authors at several online marketing parties, including State of Search.

#14 –  But what if you have a website with millions of pages? Even with good category structure, your key products may end up being quite far away from the homepage. In this case, you may want to consider implementing a faceted navigation which can help with this.

#15 –  Block certain sets of pages in your robots.txt file to stop Google crawling them

John Doherty also piles on the Paddy at his blog, featuring Moogan- #LinkLove passages.

#16 –  He also suggested documenting what type of link you think you can get (SEER recently published a great blog about qualifying link prospects), and writing down a few personalized sentences for the email to your contact.

#17 –  Paddy also suggests producing one piece of killer content and using that as an example of the fact that you (or your client) know your industry. This can be useful to build trust with a potential linker. Don’t be afraid to use old content as linkbait!

As a grown man approaching the golden age of 34, calling myself a nickname, I realize walking the content talk is crucial.  We need to research content other than text.

Content is not just written, right?  What if we wanted a Paddy PDF rather than post?

filetype:pdf paddy moogan

iAcquire celebrated Linkmas  and Paddy participation this year:

#18 –

#19 –

Here’s some Paddy from Distilled’s SEO for Facebook pages.

#20 –

#21 –

What if we worked directly with Paddy?

I’ve been meaning to construct a jocose post, “Link Building Ish Agate Says,” using search operators within gmail.

I’ve only emailed with Paddy a few times to date.  In addition to interview questions, I sent a HARO query over for him to pursue.  (Anthony digs PR.)  Paddy offering:

#22 –  Thanks a lot, I’ll let you know how it goes! Owe you a whisky or three if it comes off :)

Also, I asked Paddy if he’d like to get up with other area SEOs for an e-coast SEO gangster party when in town.

#23 – I’m planning on being in NYC in the first week of June, it’s the last stop on our travels before heading back to the UK.

I understand the two above (though I did give you the gmail tip) are not ‘actionable’ Paddy statements.  However, the notion of building relations with people deserves a lot of attention.

It’s shame some of you are rolling your eyes; the world is full of people.  If you’re not interested in that , your marketing is likely as boring. #justsayin

Google Plus is a robust content platform.  Let’s take a look at posts related to Paddy and “link building” on the respective social platform.

site:plus.google.com “paddy moogan” + “link building”

I found this Paddy-affiliated Affilorama post.

#24  – One route you can take is to spend time finding the right people on oDesk. There is a wealth of opportunity there and lots of very good workers, but they can be a bit hard to find so you need to invest a bit of time finding them.

#25 –  The world is crammed with excellent writers, many of whom are looking for work and looking to build a name for themselves online. They’re not that hard to find either, even for niche websites. For example, I was recently looking for a good writer who could write a bunch of high level photography content for me. A friend pointed out that a good place to look would be the community on Expert Photography, where there are indeed lots of people who I could contact.

Going through Google Plus posts, coming upon AJ Kohn’s esteemed account, I find this State of Search post

#26 – Something that you should know about very well is using advanced search queries for link prospecting.  I still love finding new queries and there are so many ways to use this skill.  Here are a few you can use for guest posting from Geoff at Distilled and here is a full guide from SEOmoz.

#27 –  There are a few practical ways that BuzzStream helps you find high quality blogs to outreach to.  One of which is their browser bookmarklet (called the BuzzMarker) which you can use to quickly add blogs to the BuzzStream database.  So you can be browsing the web looking for link prospects, then when you find one you like the look of, you can very quickly add it to BuzzStream and come back to it later.

Do you ever notice blogs host comment sections?  #Mindblown.

 I like comments.  We notice comments end with the speaker and then “says” on a number of platforms, such as SEOmoz.

Paddy was happy for Matt as Gratt readied himself for Buzzstream.

#28 –  Congratulations Matt, awesome news! I’ve heard a lot of good things about Austin and I know the guys at BuzzStream are great so it’s a great move.  Best of luck!

We desire direct Paddy quotes, such as those from his SEOmoz profile page.

Let’s take notice of how SEOmoz engineers its pages.  Paddy (in text as author or commenter) is written like this: Paddy_Moogan

If we use this search,

site:seomoz.org “Paddy_Moogan” 

we get SERs supplied to us where Paddy is an author or commenting within the domain; we could also go to the comment section of his member page.

#29 – What I am saying is that our link building needs to be a bit smarter than it has been in the past because of the way Google is moving and will continue to move. Our focus should be on building links – the types of links that go way beyond just a raw count. The links we build need to be the type that Google do not want to devalue and will add long-term value to the websites we work with.

#30 –   think as SEOs, we’re always somewhat anxious about the next big update. However part of my point with this article was to say that if we shift our focus a bit, then the links we build and the techniques we use will not be subject to these big updates. The idea is to build the types of links that Google will not want to devalue.

We could do a site search of Twitter from the search box, use the Twitter Advanced Search function, or use AllMyTweets along with ctrl+F to find what Paddy has tweeted regarding particular topics, such as guest posting.

He invited peers to read Agate’s guest post.

#31 –  Building a Content Fulfillment Machine For Your Guest Posting Campaign http://t.co/AMt6W5VI guest post by @jamesagate on my personal blog

What if we turn the tables on the master link builder, seeking to build links with Paddy as a potential target?

We would have to think of an angle.

Paddy’s a smooth link builder.  What if we took a look at his personal site’s picture files, seeing if we could offer him something better to complement his words and other content?

Paddy celebrates a particular photographer, Ellie, here.

#32 –  Change of topic for todays post, I wanted to do a quick blog post about my recent trip to New York with Ellie.  All photos in this post were taken by her, she is an amazing photographer as you’ll see!

How can you have half, a .5 of Paddy?

In closing our interview, I asked Paddy about a favorite 80’s movie.

I’m not telling only hinting, offering readers multiple choices.

You’ll have to do some search operation yourself to see if he’s ever mentioned these eighties goodies.

Which of the following three was his favorite, 80’s film?

Please let us know your guess and thoughts on this Paddy party in the comments, or did I spend hours writing this without any feedback? :)

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