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Outreach: choisir les
bonnes cibles
David Bélanger
Stratège, Inbound Marketing
@DavidBlg
1OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Nous sommes Nurun. Notre obsession, c’est
la compréhension des vérités consommateurs
et des technologies émergentes. Notre mission,
c’est de concevoir des produits et services
ingénieux, adaptés à un monde connecté.
2OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Atlanta
Nancy
Shanghai
Québec Turin
Montréal
Paris
Milan
Toronto
San Francisco
Chicoutimi
Madrid
bureaux
dans le monde
1,200+
employés
14 ans
dans l'industrie
Commerce de détail
Automobiles
Services financiers
Media et divertissement
Mode et beauté
DOMAINES D'EXPERTISE
Services
Gouvernement
Télécommunications
Voyage et tourisme
Santé et pharmaceutique
OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL 3
Outreach
Essential to get links, social shares and acquire notoriety.
4OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Qualifying Prospects
5OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Four key indicators to analyze
Authority
Obtain SEO benefits
Engagement
Communicate efficiently
with the right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness
Authority
You need to be mentioned by those who have it.
6OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Authority / SEO Metrics
7OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Domain Authority
• Number of Linking Root Domains
• Page Authority
• Link Attributes
• Number of Links on the Targeted Page
Engagement
Leverage their communities to reach out to your
public.
8OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Engagement Metrics
9OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Comments
• Social Shares
• RSS Feed & Newsletter Subscribers
• Social Media Followers
• Social Authority
Quality
Don’t give Google a reason to question you.
10OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Quality Warnings
11OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Domain Name & URL Structure
• Trustworthiness
• Quantity (And Type) of Ads Displayed
• Date of Last Update
Relevance
Stand out for your quality, not your weird
associations.
12OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Relevance
13OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Topical
• Semantic
• Natural or Logical
That’s interesting, but how do I know if
they will link to me?
14OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Content Indicators
15OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Bylines & bios - Do they accept contributors?
• Who are they linking to?
• Analyze their tone
• Research their content to understand their objectives
• Learn who's behind the website
Let’s Bust Some Myths.
Myth #1 – Metrics are the most
important thing to consider
17OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
18OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
It's a prospect. How will it develop?
This is Brendan Gallagher. He weighs 178 lbs and is
5’9 tall, both are well below the league's average
(203.5 lbs, 6’1).
He wasn’t supposed to succeed. The result: Rookie
of the year candidate.
Look beyond the metrics and evaluate
potential.
19OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Don’t forget about relevance!
20OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Don't throw away a relevant prospect because his authority doesn’t
meet your ideal.
• Absolute numbers mean nothing. You need perspective.
• In Canada, metrics are lower. There are fewer prospects.
Other Myths
21OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Myth #2 - Build a large list of prospects
so you don't have to repeat the
process every few weeks
SERPs change daily.
Monitor to see who's moving up and down.
It will affect who you'll want to reach out to.
Myth #3 - My keyword(s) have to be on
the page
Move beyond the keywords.
Think about semantic association & relevance.
Conclusion
Think long term. Don’t cheat. Do the work.
22OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Prioritize and categorize your prospects
23OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Use these criteria to identify your prospects based on their potential value.
You’ll then be able to plan your outreach efforts accordingly.
Authority
Obtain SEO benefits
Engagement
Communicate with the
right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness
Here’s one to get your started
I shared the link on Twitter, go check it out @DavidBlg
24OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
25
Merci.
25OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
David Bélanger
@DavidBlg

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Outreach: Choisir les bonnes cibles - SEO Camp Montréal 2013

  • 1. Outreach: choisir les bonnes cibles David Bélanger Stratège, Inbound Marketing @DavidBlg 1OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 2. Nous sommes Nurun. Notre obsession, c’est la compréhension des vérités consommateurs et des technologies émergentes. Notre mission, c’est de concevoir des produits et services ingénieux, adaptés à un monde connecté. 2OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 3. Atlanta Nancy Shanghai Québec Turin Montréal Paris Milan Toronto San Francisco Chicoutimi Madrid bureaux dans le monde 1,200+ employés 14 ans dans l'industrie Commerce de détail Automobiles Services financiers Media et divertissement Mode et beauté DOMAINES D'EXPERTISE Services Gouvernement Télécommunications Voyage et tourisme Santé et pharmaceutique OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL 3
  • 4. Outreach Essential to get links, social shares and acquire notoriety. 4OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 5. Qualifying Prospects 5OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL Four key indicators to analyze Authority Obtain SEO benefits Engagement Communicate efficiently with the right audience Relevance Makes sense for Search Engines & users Quality Protect your trustworthiness
  • 6. Authority You need to be mentioned by those who have it. 6OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 7. Authority / SEO Metrics 7OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Domain Authority • Number of Linking Root Domains • Page Authority • Link Attributes • Number of Links on the Targeted Page
  • 8. Engagement Leverage their communities to reach out to your public. 8OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 9. Engagement Metrics 9OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Comments • Social Shares • RSS Feed & Newsletter Subscribers • Social Media Followers • Social Authority
  • 10. Quality Don’t give Google a reason to question you. 10OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 11. Quality Warnings 11OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Domain Name & URL Structure • Trustworthiness • Quantity (And Type) of Ads Displayed • Date of Last Update
  • 12. Relevance Stand out for your quality, not your weird associations. 12OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 13. Relevance 13OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Topical • Semantic • Natural or Logical
  • 14. That’s interesting, but how do I know if they will link to me? 14OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 15. Content Indicators 15OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Bylines & bios - Do they accept contributors? • Who are they linking to? • Analyze their tone • Research their content to understand their objectives • Learn who's behind the website
  • 17. Myth #1 – Metrics are the most important thing to consider 17OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 18. 18OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 19. It's a prospect. How will it develop? This is Brendan Gallagher. He weighs 178 lbs and is 5’9 tall, both are well below the league's average (203.5 lbs, 6’1). He wasn’t supposed to succeed. The result: Rookie of the year candidate. Look beyond the metrics and evaluate potential. 19OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 20. Don’t forget about relevance! 20OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL • Don't throw away a relevant prospect because his authority doesn’t meet your ideal. • Absolute numbers mean nothing. You need perspective. • In Canada, metrics are lower. There are fewer prospects.
  • 21. Other Myths 21OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL Myth #2 - Build a large list of prospects so you don't have to repeat the process every few weeks SERPs change daily. Monitor to see who's moving up and down. It will affect who you'll want to reach out to. Myth #3 - My keyword(s) have to be on the page Move beyond the keywords. Think about semantic association & relevance.
  • 22. Conclusion Think long term. Don’t cheat. Do the work. 22OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 23. Prioritize and categorize your prospects 23OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL Use these criteria to identify your prospects based on their potential value. You’ll then be able to plan your outreach efforts accordingly. Authority Obtain SEO benefits Engagement Communicate with the right audience Relevance Makes sense for Search Engines & users Quality Protect your trustworthiness
  • 24. Here’s one to get your started I shared the link on Twitter, go check it out @DavidBlg 24OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 25. 25 Merci. 25OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL David Bélanger @DavidBlg