The 5-Hour Contextual Link Workweek

When James asks, “How are you doing?” regarding Skyrocket link opportunity, I tell him, “It’s covered.”

 

 

How can I perpetuate the madness?  To start, I read Jason Acidre’s post at Kaiser the Sage.  The topic was contextual links, a blessing for me, allowing more time for drinks and Musettes.

 

 

Contextual links are references to your brand within forms of content.  For example, I reference Jason and brand above.  That’s a contextual link; the reference fits the overarching message here.  (I’m so meta. #Sebald)

Here is Acidre’s description:

 

Contextual links union the two notions of branding and link building, making a lip-smacking sandwich of online marketing goodness.  It’s like peanut-butter and jam, celery and dieting, and posts and epic.

Let’s assume, like me, you love Jason’s advice, wanting to devote time in initiating a contextual link pipeline,

but hey,

you don’t want to neglect sunbathing and Musesettes in the process.

#understood

You need a 5-Hour contextual workweek, things you can do throughout the week to attract incoming links and mentions…

or you could just work with James Agate.

 

 

Comments

To start, Jason discusses factors that build your pipeline, such as regularly creating good content and sharing valuable content of peers.  Commenting on blogs is also a means to build a contextual pipeline.

I suggested commenting on peer blogs on John Doherty’s blog and later stressed the point.  I see three major advantages to commenting:

-          It keeps your face (your brand) current and in peoples’ minds

-          It allows you to express your thoughts, adding value to your brand’s legacy

-          It’s community-centric

My pen’s ready to explode when people leave me comments; I believe most authors long for the same.  Ensure you’re commenting when peers drop new pieces upon the scene.

 

 

You never know, you may get your own interview out of it.

 

Action:

-          Form an RSS feed (tip-take a look at peers’ blogrolls) or curate a Twitter list of avid readers who tweet good content

-          Start a G doc or Excel file for each day of the week.  Did you comment today?  Where?  Any notes to make for future reference?

3 workdays x 20 minutes per day = 1 hour

 

 

Roundups

In addition to comments, celebrate weekly link roundups for the same purposes.  Link roundups express skills as a content curator.  Frankly, it can’t be done (or done well) by (just) anyone.

Wayne Barker of Boom is one peer deserved of respect regarding curation.  He rounds up posts at Google Plus,

 

 

Twitter,

 

 

and his company’s blog:

 

 

It’s not about the setting of the content but the principle of sharing, the notion of fielding, assembling, and expanding upon content in an ongoing fashion.  Be mindful of content roundups; make an impression as Wayne has on others and me.

Here’s a suggestion.  Get savvy with search operators.  Then, combine a theme.

Get creative.  You don’t have to marry a given topic nor need to use up-to-date information.

Let’s get silly, combining the industry/topic, SEO with expletives, namely the word, fuck.

inurl:seo intext:fuck

I get results containing SEO in the URL with the word, “fuck” anywhere in the document, doing research for a roundup of

The Most Epic Uses of Fuck in SEO-Related Content

 

 

 

… or something or other.   Focus on being unique and creating an overarching theme.  What about using Ubersuggest for ideas related to targeted content?

 

Action:

-           ‘Favorite’ (on Twitter) or bookmark good reads each week

-          Create a second sheet in your G doc or Excel file above, keeping track of the best content (possibly considering a theme for the week – make yours unique)

-          Engineer a weekly roundup of curated content (Be creative and distinct, only curating videos for example.)

-          Be consistent (Choose a particular time/day of week to publish.)

1 workday x 1 hour = 1 hour

 

 

Socializing

Though SEO has been deceased more times than Jason Voorhees channeled ‘goalie chic,’ and we’re all seeing dead people in our streamz, it is nice to defy the natural order of life, socializing with peers on Facebook, Twitter, the phone, email, Skype, courier pigeons, via memes, etc.

 

 

As Acidre reminds in his contextual link piece, the process of link building is mutually inclusive to branding.  How are people associating your brand?

I’ll use Open Site Explorer.  Looking at leveraged anchor text, I’ll get an idea of respective context and surrounding information, answering, “Why did I get a mention and/or a link?

Let’s look at anchors:

-          Content Muse, my SEO vigilante ninja name

-          Anthony Pensabene, what my momma calls me

-          AnthonyPensabene.com, my personal blog’s web address (don’t throw shit at my house!)

 

 

Respected domains such as SEO2.0, Posizionmento Zen, JohnDoherty, and others were kind enough to give me link love.

John Henry gave me front-page treatment, featuring me on TLC’s blogroll – thanks, JH.

 

 

I hope readers gain value from my thoughts, but I attribute a lot of mentions and links to my level of socialization and participation, referencing peers and their works.

Referencing peers’ blogs is community-centric and services readers, directing them to more on-topic insights.  Your brand’s testimonials make impressions.  Your company’s endorsements make impressions too.  Hosting a blogroll celebrates those who you endorse.

 

 

It’s not just about commenting and reading but actually socializing as well – perhaps even selflessly helping.

Gaz Copland discusses lending a helping hand, editing and offering a peer review for industry friends.  It’s one way to socialize, add to the community, and stay in relevant context.

 

 

You need to give to get; adding to the community and socializing with peers begets mentions, links, and evolving brand legacy.

 

Action:

-          Add another page to the ongoing G doc or Excel document you created, noting who you socialized with, where, and how for future engagement

-          Take note of people who have mentioned you and your content for future reciprocation

-          Read my post on outreach; get savvy about personal likes of people (Being professional all the time is boringz.)

-          Socialize with your peers, getting to know them professionally and personally (if welcomed!)

4 workdays x 15 mins each day = 1 hour

 

 

Titles

AJ Kohn blows my mind on the regular, one of his most memorable posts on content recall.

 

 

AJ has me thinking a lot about legacy, and Acidre echoes the branding sentiment in his latest contextual piece.  Another aspect Acidre invites readers to explore is titles, relaying a number of his links are due to the value of the content but also to his engineered titles, as he reminds us to form titles for SEO but also for researchers.

I think Jason’s observation is especially keen. He’s right regarding researchers.  I do a lot of research, coming upon peers’ posts, often including them due to the occasion and familiarity.

Let me stay logged in to Chrome, conducting a search for link building.  I immediately recognize theses faces:

 

 

Notice the prompts next to URLs of those in my circles, a trust signal influencing my research, offered SERs, and references used in my pieces, in some cases alerting I’ve visited the piece before.

 

 

I like to get creative with my titles.  Regarding initial reader reception, waxing creative may be more contagious.  However, mind your content’s legacy after the initial release of content.

I suggest exercising creativity, then looping back to the title, considering broader categorization or long-tail references, making posts easier to find in retrospect for reference and research.  (Same-topic titles are boring in real time and worthy of eye rolls.  However, regarding research, on-topic titles make information easier to recruit.)

 

Action:

-          Read this and this for title creativity

-          Revisit content titles (perhaps retweeting with apropos #’s), making them more precise regarding broad and long-tail topics

-          Create an editorial pie-graph, representing what content is aligned with brand legacy (ex: Skyrocket > link building/ SEOmoz > SEO software)

-          Refer to older posts within newer ones, changing anchor text to align with targeted topics and desired legacy

 

1 workday x 1 per week = 1 hour

 

 

Host

Like most suburban teens in the 90’s, I listened to music my parents listened to when they were teenagers, wrapping my after-school hours up in a blend of Rolling Stones, Led Zeppelin, the Grateful Dead among other things …

 

 

I became especially fond of Dead shows from various years.  Dick’s Picks, a campaign of choosing great live shows, alerted me of particular dates I needed to hear as a fan, the association branded in memory.

When you want to read the best of search news for the day, where do you go?  Inbound.org? Search Engine Land’s ‘Day in Search’?  The bathroom stalls?

 

 

Of late, when I want to see ‘live’ SEOs, I check Max Minzer’s Google Hangouts; he’s quickly branding himself.  When video becomes more prominent and people begin linking to more videos rather than a stagnant text post, Minzer’s going to be ahead of the game.  He’s already creating associations to his hangouts.

I notice him tagging associated shares – #maximpact.  (Do a search for #maximpact. ) Do you think Max is placing himself in good contention for future references, mentions, and links?  He just proved it.

Take note of this NY Times article covering a 7-Eleven in Jakarta.  The establishment embraces the notion of a ‘hang out.’  Why would 7-Eleven want to brand itself as a hangout in this population?

 

 

For 7-Eleven, positioning itself as more of a hangout and less of a convenience store has made both its owners and its customers happy.”

Serving host meets the needs of consumers, and the store reaps the branding and financial benefit.

Why does Java City in the Cherry Hill Library give me a coffee card?  They want me to keep them in mind.  I desire coffee; they don’t want me to forget they have it.  People search for SEO information; regularly hosting SEO content and personalities creates infinite occurrences for associations.

Another great example of host publishing is Alessio’s ‘Meet Your’ Series.  We came to read, champion, and expect professional and personal information related to peers coming from Alessio’s series.  Alessio (himself) was covered by Steve Morgan for doing the series.

 

 

Action:

-          Choose a medium – video, sound, memes, cartoons

-          Add another sheet to your G doc or Excel sheet,  reserving interviews and reviews of personalities and respective topics

-          Be consistent

 

2 workdays (1 peer each) x 30 mins = 1 hour

 

 

One Comment

  1. avatar
    Jan-Willem Bobbink February 13, 2013 at 6:22 pm #

    Personal branding with a little bit of linkbuilding :)

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