8. Links that Can Help Rankings
A few days prior to these links, the
book’s website wasn’t on page 1
9. Reinvigorate Valuable but Stale Content
Via NYTimes
Each election cycle, the
NYTimes recreates
interactive and visual
elements to show updates
and possible/likely
scenarios
18. A) You Need a Handful of Diverse Links to Rank the
Original Version
I’m almost there. A few more links
would likely get me into the top 3
19. B) You Can’t Reach this Platform’sAudience as
Effectively through Other Means
If I want to reach web
designers & UX folks,
there’s no better way
than getting an article
on SmashingMagazine
Via Smashing Magazine
20. C) Content Reach is More Important than Direct
Conversions
I could have put this on my own
blog, but even if Lifehacker’s
version outranks my original, it will
reach a vastly broader audience
21. D) Republishing Is Your Best Chance to
Stay Competitive / Top-of-Mind
Anytime you see months or
years in search suggest, it’s
likely that an older piece
won’t rank competitively
against a newer one.
24. Concept: A remarkable piece of timely content,
updated at regular intervals
Keys to Execution:
Content is initially compelling, useful, & relevant
Can be reproduced w/ continually valuable results
Change over time makes subsequent versions
even more compelling
29. Largest Vocabularly in Hip-Hop?
Via Poly-graph
The tactic wasn’t as
successful here b/c the
value of updates wasn’t
substantive or newly
interesting enough to
re-generate the initial
launch’s buzz
31. Keys to Execution:
Content is useful/interesting to multiple
geographies
It’s possible to get relevant/high-quality info to
satisfy each local audience
Local competition hasn’t yet dominated the space
Concept: Geo-focused or single-language
content that can be expanded to new regions
36. Local Rent vs. Buy Calculators?
Via Guild Mortgage
Doesn’t work because
national calculators
are just as good or
better than region-
specific ones.
38. Keys to Execution:
Broad enough quantity of data/content to warrant
multiple pieces based on the original source
Niche has a healthy supply of interest & publishers
Helps if new/unique info is being
discovered/revealed over time
Concept: Expansive content that has
numerous sub-content opportunities
44. Keys to Execution:
You can ensure your original ranks in Google
You’re OK losing some links/citation/control of
experience in exchange for eyeballs
External editors will accept a copy of your work
Concept: Replicate popular/timely/relevant
content on other publishers’ sites