Tag Archive | "Mentions"

Google local pack tests displaying website mentions matching your query

Google local results is aware of the content on the local business website and may even show the matching keyword in the local pack snippets.

The post Google local pack tests displaying website mentions matching your query appeared first on Search Engine Land.



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Facebook collects Super Bowl mentions to beef up targeted ad campaigns

TVvsFBCan’t plunk down $ 4.5 million for a 30-second Super Bowl TV ad? Perhaps, I could interest you in a less expensive Facebook Super Bowl ad, instead.

Social media and Super Bowl go together like Budweiser and Doritos. In the lead up to the big game, there are millions of mentions on Facebook. People talk about the commercials, recipes for Super Bowl parties, and some even talk about the teams participating in this year’s game.

Facebook recently set up a special digital detector that will locate all of these mentions, then add the mentioners to a growing list of potential Super Bowl targets. And it’s all happening in real time so savvy marketers can take advantage of any sudden trends like a response to a Super Bowl power outage or a particularly scandalous Carls Jr. commercial.

TV might have more, highly engaged eyeballs but only social media has the ability to change direction on the fly and that’s important when you’re dealing with a live event.

What’s really intriguing about Facebook’s plan is that it delivers not only football fans, but more importantly, those one-Sunday a year fans who wouldn’t normally be paying attention. And since it’s already an option for Facebook advertisers, there’s still plenty of time to persuade those Super Bowl widows to read your book or go dress shopping while hubby watches the game.

Of course, all of this highly targeted advertising doesn’t come cheap. I doubt it will come in anywhere close to the cost of producing and airing a Super Bowl ad but it will likely be out of reach for your average, small business.

At least Facebook advertisers will be able to see (or not see) a direct uptick in business after buying an ad. You can’t say that for most Super Bowl ads. There have been at least eight companies who have folded since buying their Super Bowl ads. And for many more, the fame is fleeting. The even bigger question is this: have you ever bought anything as a direct result of a Super Bowl ad?

Whether or not the cost of a Super Bowl ad is worth it is highly debatable, so let’s go this way instead: instead of sinking all of your cash into a 30-second ad, you could have used that same budget to make a full-length movie. Doritos 8: Revenge of the Potato Chip.

What would you do with $ 4.5 million dollars?

Marketing Pilgrim – Internet News and Opinion

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6 Ways to Use Fresh Links & Mentions to Improve Your Marketing Efforts – Whiteboard Friday

Posted by randfish

This week, we announced the release of our newest tool, Fresh Web Explorer. We're so excited to give marketers incredibly recent data in a tool to keep track of their mentions and links in a scalable way.

In today's Whiteboard Friday, Rand walks us through improving our marketing through fresh links and mentions, and he explains how you can use Fresh Web Explorer to achieve the best results. 

Excited about Fresh Web Explorer? Have questions you'd like answered? Leave your thoughts in the comments below!


Video Transcription

"Howdy SEOmoz fans, and welcome to another edition of Whiteboard Friday. This week, as you may know, we've been very excited to release Fresh Web Explorer. It's one of our latest tools. We've been working on it for a long time. A lot of work and effort goes into that project. Huge congrats and thank you to Dan Lecocq and Tamara Hubble and to the entire team who has been working on that project. Kelsey and Carin and everyone.

So I wanted to take some time and talk through the value that marketers can get from Fresh Web Explorer and not just from Fresh Web Explorer, because I realize it's one in a set of tools, but also from things like doing regular Google 24 hour searches to look for brand mentions and links, using other tools like Radian6 or an uberVU, which is inside empowering, Raven Tools fresh links and fresh mentions section. You can do a lot of these things with any of those tools.

I'm going to focus on Fresh Web Explorer for this part, but you can extrapolate out some ways to use this stuff in other tools too.

So number one, one of the most obvious ones is trying to find opportunities for your brand, for your site to get coverage and press, and that often will lead to links that can help with SEO, lead to co-occurrence citations of your brand name next to industry terms, which can help with SEO, could help with local for those of you who are doing local and have local businesses mentioned. It certainly can help with branding and brand growth, and a lot of times helps with direct traffic too.

So, when I perform a search inside Fresh Web Explorer, I'm getting a list of the URLs and the domains that they're on, along with a feed authority score, and I can see then that I can get all sorts of information. I can plug in my competitors and see links, who's pointing to my competitor's sites. Perhaps those are opportunities for me to get a press mention or a link. I can see links to industry sites. So, for example, it may not be a competitor, but anyone who's doing coverage in my space is probably interesting for me to potentially reach out to build a relationship with.

Mentions of industry terms. If I find, you know whatever it is, print magazines that are on the web, or blogs, or forums, or news sites, feeds that are coming from places that are indicative of, wow, they're talking about a lot of things that are relevant to my industry, relevant to my brand and to what our company's doing, that's probably an opportunity for a potential press mention.

Mentions of competitors brands. If a press outlet is covering, or a blog or whoever, is covering one of your competitors, chances are good that you have an opportunity to get coverage from that source as well, particularly if they try to be editorially balanced.

Mentions of industry brands. It could be that you're in an industry that, and you're not necessarily competitive with someone, but you want to find those people who are relevant to your brand. So for example, for us this could include things like a brand like Gnip or a brand like HubSpot. We're not competitive with these brands, SEOmoz is not. But they are industry brands and places who cover Gnip and HubSpot may indeed cover Moz as well.

Number two, I can find some content opportunities, opportunities to create content based on what I'm discovering from Fresh Web Explorer. So I plugged in "HTC One," the new phone from HTC, and I'm looking at maybe I can curate and aggregate some of the best of the content that's been produced around the HTC One. I can aggregate reviews, get really interesting information about what's coming out about the phone. I might even be able to discover information to share with my audience.

So, for example, we focus on SEO topics and on local topics. If we expect the HTC One to be big and we want to cover several different phones and how that's affecting the mobile search space, we can look at their default search providers, what sorts of things they do in terms of voice search versus web search, whether they have special contracts and deals with any providers to be tracking that data and who that might be going to, all those kinds of things, and we can relate it back to what we're doing in our industry.

You can also Fresh Web Explorer to find the best time to share this type of information. So, for example, the HTC One comes out and maybe you're working for a mobile review site and you're like, "Oh, you know what? This has already been covered to death. Let's do something else this week, or let's cover some other stuff. Maybe we'll hit up the HTC One." Or, "Boy, you know what? This is just starting to get hot. Now is a great time to share. We can get on Techmeme and get the link from there. We can be mentioned in some of the other press coverages. We still have a chance, a shot to cover this new technology, new trend early on in its life cycle."

Number three, we can track fresh brand and link growth versus our competitors. So a lot of the time one of the things that marketers are asking themselves, especially in the inbound field is, "How am I doing against my competition?" So I might be Fitbit, which is a Foundry cousin of ours. They're also funded by Foundry Group. They compete with the Nike FuelBand, and they might be curious about who's getting more press this week. We released a new version of the Fitbit, or we're about to, or whatever it is, and let's see how we're doing against the Nike FuelBand. Then when we have our press release, our launch, let's see how that compares to the coverage we're getting. Where are they getting covered that we are not getting covered? Where are we getting coverage where they are not?

We can then use things like the CSV Export feature, which is in the top right-hand corner of the Fresh Web Explorer, and we can look at CSV Export to do things like, "Oh, I want to filter out these types of sites. Or I only want a report on the high feed authority sites versus the low feed authority one. So I want to see only the places where my coverage is high."

A note on feed authority though. Be very careful here because remember that a great page on a great site might be discovered through a low quality feed. It could be that a relatively junky feed is linking to some high quality stuff. We'll discover it and report on the feed authority of the source where we discovered it. So you may want to try using metrics like page authority and domain authority to figure out where are you being mentioned and is that a high quality site, not just feed authority.

All right. Number four. Find fresh sources that link to or mention two or more of your competitors, but don't mention you. Now, this has been a classic tool. We've had a tool in our library at Moz, which is similar to SEO Book's HubFinder. Ours is called the Link Intersect tool, and what you can do here is you can plug in something like some ice cream brands and see how it writes. So "Full Tilt" and "Molly Moons" ice cream, and I actually want to put quotes around those brand names so that I can get mentions every time someone mentions the Moon and the name Molly that would pop in there, that wouldn't be ideal, minus D'Ambrosio, which is the best Seattle ice cream shop obviously. It's a gelateria. It's fantastic. Side note, it's possible that maybe owned by my cousin-in-law, but shh, let's not tell anybody.

Okay, and then if I'm Marco over at D'Ambrosio Gelato, I can see where are Full Tilt and Molly Moons getting mentioned that aren't mentioning me. If it's, "Hey, there was an article in The Stranger about ice cream and they didn't cover us." And, "Hey the Capitol Hill blog didn't cover us." Maybe they don't know that we also have a Capitol Hill location. We should get in there and talk to those folks. We should mention, maybe leave a comment, maybe just tweet at the author of the post, whatever it is and tell them, "Hey, next time you cover ice cream, you should also write about us."

Number five. Compare sources coverage. So this is actually a bit of a teaser, and I apologize for that. So the operator site colon will not be available at lunch. So when you're watching this video, you probably can't use the site colon operator to see different sources and to run a search like the CRO site colon SEOmoz. However, it will be coming soon.

When it is, you'll be able to compare, hey is SEOmoz or is HubSpot more active in covering the CRO topic? Are there different sources out there that maybe don't have coverage of a topic and I could go and pitch them for a guest post? I could find those content opportunities. I could know if a topic is saturated or if it hasn't been covered enough. Maybe I find sites or blogs that might be interested in covering a topic that I would like them to write about. I can see who's covered and who hasn't using this site colon operator to figure out the source and the level of coverage that they might have or not.

The last one, number six, is really about reporting. Fresh Web Explorer is going to show you these great sort of trends about how is a particular term or phrase or link doing, links to a site, mentions of a brand name, mentions of a phrase or an industry term, whatever it is. So I can plug in things like my brand, SD, which is our link operator for just seeing links to anything on the sub-domain. I can plug in my sub-domain, and then I can see, here's how that's gone over the past 7 days or 30 days. I can screen shot that and put it in a report. I can download using the export functionality. I can download the CSV and then filter or scrub.

A lot of times, for example, PR companies, companies that help you with your press will do this type of work. They'll assemble this kind of reporting. In fact, at Moz we use a firm called Barokas here in Seattle. Every week they send us a report of here are all the places that you were mentioned, and here are places that mentioned industry terms and that kind of stuff, which is really nice, but you're oftentimes paying a lot of money to get that reporting. You can actually do that yourself if you don't have a PR company that you're already using for this type of work. Of course, if you are a PR company, this might be an option for you to do that type of reporting.

These six, they are only scratching the surface of what you can do with Fresh Web Explorer, and I don't doubt that I haven't thought of hundreds of uses yet for the data that's inside Fresh Web Explorer. I really look forward to seeing some cool creative uses from you guys out there, and I hope that you are enjoying the product. If you would like, please give us feedback. I know the team would love to hear from you on this, and they're constantly working and iterating and updating and adding in things like the site colon operator. So very cool.

Thank you very much, and we will join you again next week for another edition of Whiteboard Friday. Take care."

 

Video transcription by Speechpad.com

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The RIGHT Way to Weave Product Mentions Into Your Marketing

inbound product marketingintermediate

Everyone wants to market their product like Apple. No surprise there.

But last week, Salesforce.com celebrated the 10th year of it’s annual user conference, Dreamforce. And you know what? We learned a thing or two about product marketing there, too. Read the full story

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The Impact of Authoritative Links, Mentions, and Shares on Rankings

Posted by Philip Petrescu

Today I want to share with you some interesting details about research that I've done recently and which I have also presented at SMX Advanced Seattle. We also have a blog on our website where we post most of the interesting things that we are working on. From time to time, we also post articles that solve common problems that people in our industry face everyday. What's interesting about these articles is that once they are published on our blog, in less than five minutes, they rank first in Google when searching for their title.

But it's probably easy to rank first for such a long tail keyword right? How about a three-word keyword?

How about two words? Not bad with virtually no links and just a few shares, right?

Here’s another example. Second place from four billion results with no links to the article.

So what's so special about these articles? Why is Google giving them so much attention?

First of all, it's fresh content. Google loves fresh content.

Second, the article is good enough for people to share it on Twitter, Facebook and Google+. On average, these articles get about 50 to 100 shares total.

What would happen if you would have some very influential people share that content?

Martin Macdonald wrote an article at the end of March about someone who apparently ranked for "camper shoes man" on fifth place without any links to the page. Or so he pretended, because Martin has quickly uncovered his hidden network of links. If you haven't seen this article yet, you should check it out, it’s pretty funny:

But let's look at this story from a different point of view. What Martin tried to do here is prove the guy wrong, that he did need some good amount of links to rank for that keyword.

But he managed to accomplish something that even he did not expect. Martin's article actually outranked everyone on the "camper shoes man" keyword with no actual links, only with some good amount of social shares. He even managed to rank second for “camper shoes”.

So what can you learn from this?

  • That the title of your content is very important. There is a very strong correlation between the title and the keyword. Do a little research to see how people search for this kind of content before you name it.
  • That social signals are very important in the early stages of ranking. If your article gets shared by many influential people you get a higher exposure for a limited amount of time.

But are these social signals enough to keep that article to rank well? The answer, as you would expect it, is no.

The data from my research suggests that you get a good exposure for about a week and then you start losing your rankings. If your article is good, this will be enough time for people to start linking to you. Google will then pick up those links and add some important ranking signals to your article.

Unfortunately, that means there is still no long term ranking without some good authoritative links. So let's find out what kind of impact do authoritative links have on rankings.

As you probably already know, Google has more than 200 signals that affect rankings. I have only chosen the ranking factors that are related to links in my research and I have grouped them into the following categories:

  • Quantity
  • Diversity
  • Quality
  • Relevance

In my research I have analyzed multiple keywords that we are competing for and the link data I used comes from both SEOmoz and Majestic SEO.

In the following charts, you will see the top 10 ranking pages for the keyword that I have chosen as an example. These are rendered on the X axis. Depending on the metric that is shown, the values for this metric will appear on the Y axis.

The line that you see in this chart is how a perfect correlation would look like.

Just keep in mind that you will not be able to see a very good correlation when we look at each metric separately. That’s mainly because all the 200 metrics that the Google algorithm uses work together and they don't have that much value when taken separately.

Also, most of the charts only show data about LRDs because I wanted to eliminate any statistical errors coming from site wide links.

First of all let's look at the quantity of links that these pages have. You can see here both links and linking root domains (LRDs).

There is a surprising large amount of links for the 5th and 6th positions.

Why aren't these websites at the top of these results?

Let's compare exact match and partial match LRDs.

You would think that a larger number of exact and partial links should indicate a better ranking. Well, not anymore. Welcome to 2012! The website on the first position has fewer exact match LRDs than the second website. Not to mention the 5th website.

This looks like having a large number of matching anchors is no longer the definitive answer to higher rankings.

Position no. 6 has a very few number of links with exact match compared to the others. That is probably why it’s not ranking higher. However, it looks like there is a big boost given by the brand signals, even though it has a lower relevance.

The red line shows the number of brand + keyword links. They may be counted by Google as both brand signals and partial match keywords, so many people nowadays say that they work really well. Plus these links look natural so you should not incur any penalties.

Let's look at the first two websites in the chart above. The 2nd place has a lot more LRDs with exact match and they make up 70% of all the LRDs. What’s curious is that there are websites ranking in this SERP with less than 10%. Maybe their anchor text distribution is more natural?

Most of the websites ranking here have pretty high ratios of branded LRDs in their link profile just as it would be natural for any website. The first website seems to have a good combination of both brand and brand + keyword anchors.

The major exceptions, the 2nd and the 5th places make us think that with their large number of exact and partial links they would have ranked higher if only they would have a higher number of branded links.

Looking at the percentages, it’s easier to see that most of the top 10 results have more brand signals than exact match anchor texts.

The only exception here is number 2 which has a lot of exact match anchor LRDs.

But since we are comparing branded links with exact and partial match links, why not do a proper comparison?

Again number 2 seems to be the exception here. All I can say is that the Google spam team still has some work to do.

With a PA over 90, the 6th place should outrank everyone. But it doesn't and we can only think that the reason for this is its lack of relevance pointed earlier in the anchor text analysis.

Most of the results have a higher Page Authority than Domain Authority, which suggests that most of their links are pointing to the page ranking in the results.

Even PageRank, taken by itself, doesn’t have a better correlation.

The new metrics from Majestic, Citation flow and Trust flow, show slightly different results for the 1st website that now appears to be less authoritative than the 2nd and 3rd.

Don’t forget that these metrics have just been released and they apply only to the fresh index, which is only for the links parsed in the last 30-45 days. It would be interesting to see these metrics applied for the historical index.

I have also added here Page Authority from SEOmoz to see how it compares with the new Majestic data. They look pretty similar, but I wonder what happened to the first result.

Here’s the distribution of all links by Page Authority. The two sites with most of the links, 5th and 6th places, are clearly shown here. Number 5 though seems to have a lot of low quality links to it, which are probably ignored by Google. And number 6 has a lot more links with higher authority.

But what happens if we combine Relevance with Quality? Number 6 is gone because it does not have enough links with this anchor text. The only thing that keeps it this high may be the brand signals.

If we remove the 5th place from the chart we can see that the other pages seem to have a pretty good natural profile, with 1st place taking the lead.

If we look at the distribution of brand signals, the 6th place not only has a lot more branded links than all the others, but these links also have a higher authority.

Now let’s combine all four categories: Relevance, Quality, Quantity and Diversity. The blue line is the average authority of the exact match followed LRDs (authority and relevance). The red line shows the number of exact match followed LRDs (quantity and diversity).

As you can see, these two lines are opposing each other. Where authority lacks, quantity compensates. So it looks like all these signals work together. Quantity is lowered by quality. Relevance is still the critical factor. Without it, neither quantity or quality matter.

Conclusions:

  • Relevance signals are still important, but having too many is not helpful.
  • Having a lot of brand signals and some relevance is better than having a lot of relevance and no brand or authority.

“If you have 1 million links with anchor text and no brand links then you have a problem.”

I love this quote from David Naylor, and you should definitely do something about it if you are in this situation.

When I first started this research I had hoped that I could at least be able to tell you some of the secrets behind Google’s algorithm. But you know what I found out after gathering and analyzing all this data?

There are no secrets! The algorithm works for you.

Think about it this way.

If you create a great product, what anchor text would people use to link to you? That's right, the name of your product. That's a brand signal.

If you create some great content, how would people link to it? They will probably use some or all the words from the title of your article. Those are exact and partial match anchor text signals.

What happens when all these people share your content or link to it? You become an authority.

So you see, it's not about trying to build authoritative links to your website, it's about becoming an authority yourself.

Stop spending so much time trying to get these links the hard way.

You should spend your valuable time creating a great product that people would want to write about or creating that great content that people would want to share.

That's how you become an authority!

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Help with Nomenclature for Links & Brand Mentions

Posted by randfish

Hey gang – short blog post on a topic our product and marketing teams have been noodling around with. As many of you know, we've got our Linkscape index, which is crawled, processed and served out on a monthly basis (there's a new index about every 30 days). We also have a newer datasource, Blogscape, aka Freshscape (which is currently undergoing some repairs in Labs) which crawls a few million "fresh" RSS feeds and indexes full content.

The goal of Linkscape is to present a search-engine size link graph, while the goal with Freshscape is to provide a more realtime, full-content index of links and mentions similar to what Google Alerts does. The problem is… what to call them?

We're currently hard at work on a future iteration of the SEOmoz PRO platform that will include deeper integrations of both Linkscape and Freshscape data (so you can watch and competitively compare your wide link graph metrics as well as these fresher, primarily RSS-based links and brand mentions). As such, we need a way of segmenting these that makes sense to current and future users of PRO, and we'd love your input. The following polls have some of the names we like best right now for classifying Linkscape vs. Freshscape data:

 

If you have other suggestions or ideas, please feel free to include them in the comments. If there's one in particular that receives lots more thumbs up than anything in the poll, we might use your idea in the final version!

Thanks very much for the help – can't wait to show you our new stuff (though it will be more than a few months until this is ready to roll out).

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8 Things You Can Give Away to Earn Links + Mentions – Whiteboard Friday

Posted by Kenny Martin

Happy Holidays Everyone! It's that time of year again and Rand gets into the giving spirit with this year's special edition of Whitebeard Friday. Presented here are 8 generous tips that will encourage you to get into the holiday spirit of giving yourself. Please enjoy and don't forget to leave your comments below!

Video Transcription

Ho, ho, ho. Welcome to this year's special edition of Whitebeard Friday. Merry Christmas. Happy Hanukah. Happy Holidays, whatever you celebrate. Festivus (the "Airing of Grievances"). Whatever you are celebrating this holiday season, I hope you're having a wonderful one. Welcome to the special edition of Whitebeard Friday. Every year I put on this ridiculous getup, and hopefully none of you who celebrate Christmas mind Jewish people like me wearing Santa Claus outfits. I apologize if I've offended anyone. But I have, you can see, drawn a Christmas tree with a Fesitvus pole in the middle and a Star of David. Huh, huh? A little cross-cultural segment there.

All right. This week on Whitebeard Friday I am talking about, I was originally talking about 12, to emulate the 12 days of Christmas, but it wouldn't fit on the whiteboard. So we're doing eight, eight things you can do, you can give away, to earn links and mentions to help your marketing efforts. Obviously, Christmas, the season of giving away. Even when I was a kid, my parents celebrated Christmas. My parents with my whitebeard. I was very, very young. This was like the 17th century. We want to talk today about some of those great methods of things you can give away as part of the holiday season, the giving season, and earn back great things for your marketing.

So, number one, your writing. This is a pretty obvious one, right? When you guest post for someone, when you guest comment, when you leave your written work or allow others to publish it, that earns you links back, links and references back. And I have a pro tip for each of these. So the pro tip here, make a search like this – you see this tiny writing here – "guest author," guest plus author or write or blogger or contributor, if you use that plus the word "blog" or the word "news" or your keywords, you will find posts that contain this stuff. Another pro tip, use Google blog search and Google discussion search. Both of those are great at providing this kind of stuff.

Number two, your videos. See, we're doing a video right now. Do you feel this wonderful video content? The pro tip here is use Wistia. I believe both Wistia and – people are walking by in the SEOmoz offices and think this looks hilarious – use Wistia or I believe Vimeo Pro also does this. When you put your videos up, if you'll notice the embed link for this video in particular, which I think maybe it's in the right-hand corner, that corner, that corner, one of the corners, the embed point will actually point back to your site, which is phenomenally great because it means when other people embed the video, you control the anchor text and the link of where it points back to.

Number three, your product. Whatever it is that you sell, whatever it is that you make, whatever it is that you do, you could have a service, giving that away often earns you links and references in return. Pro tip, be careful of those direct giveaways. If you say, "Hey, here's the product, I want a link back," that can get you into trouble. But if you instead use events, or charity, or sponsorship, or you give it away without a request and ask and people cover it, that's an organic and natural link, an editorial link. That can work for you.

Number four, very similar, your time. Donate and dedicate your time, like me, Father Christmas by helping people out, donating what it is that you do best. If you are a marketer, that could be helping other people with your marketing. If you are a consultant, it could be doing consulting work. If you are helping people in business or you are an expert in a particular realm or product, helping those people do those things, accomplish those things. Finding people who you know have needs in that area and giving it away can help you earn good will, and then that brings links back to your site and references back to your site. A wonderful way to give and receive.

Number five, this is something I hate when marketers don't do this. Give away your contact details. What I mean here is when you are participating out on the Web and you are hoping to earn links and references back, make your contact details public, make them easy to find, make sure that there's not a big challenge here. Make it clear you are open to contributing and helping and participating and that you hope that by doing these things you spread your brand. This will invite people to email you, to tweet at you, to link to you, to reference you when they are seeking contributors to these types of things. Contact details, by the way, also important to make sure that those are easily accessible and findable from your site and anywhere you do participate.

Number six, your photos, your images, or your graphics. The pro tip here, have an images or photos section on your site if you can, especially if you have a large media library, and then make sure it is open to licensing in exchange for a link. You can use the creative comments licensing, you can create your own licensing, you can create little things that make it easy to embed any of your images or any of your graphics and earn that link back. By the way, another pro tip on this, if someone is using your images, or you suspect that they are, use Google's similar images link inside. Here, I'll show you right here. Let's say I have just done a search for an image, and I have clicked on that image. Now you're going to see the image here, and there is a little X, and then Google has a sidebar over here with some links after I have clicked it, and one of those is "similar images." If you click on "similar images," that will show you other images like this one, oftentimes, people who have taken your image but haven't given you credit. You can then reach out to them and be like, "Hey, what's the deal?" Does it look weird having Santa kind of give a . . .

Number seven, your full feed, your full RSS feed. The pro tip here is, especially, this is important to not go partial feed but to go full feed when you're giving RSS because lots of people will republish that, lots of people will reference it, email it, subscribe, etc. Great for marketing. And pro tip, use absolute links. Don't use /blog whatever. Use www.mysite, the full link, because when it gets referenced on other sites, it will point back to you and that link will count and pass value.

Number eight, last but not least, your data. Undoubtedly, if you're doing interesting things in the world of product, of marketing, of customer research, of embedding yourself in a community, you are collecting valuable, super cool data. A great way to do this is to first build a list of likely writers, people who you think would be interested in the data you're providing. This could be white paper kinds of data. It could be research and survey data. It might be data you've generated from all the users of your product or from whatever it is that you're collecting. And then reach out. Before you have it, reach out and ask if they want access. By doing that, you create this wonderful confirmation, because you said, "Hey, Dear Writer, Do you want access to this cool data that we've got? Would you like to share? Would you be interested? Would your customers be interested? Would your readers be interested?" A lot of the time they'll say, "Yes, I would be interested. Please do share that with me." If you instead just reach out and say, "Hey we have this cool data," you get a lot of ignores. But if you first reach out and say, "Hey, Kenny, I know you write on the SEOmoz blog. Would you be potentially interested in some data about the social media marketing field?" Kenny will be like, "Hmm, yeah, that's sounds interesting. Send it over to me." Then you send it over and say, "Hey, we'd love if you could at least tweet or share it, and if you blog about it, that'd be even better." This is a great way of making sure they get your data and then link to you.

All right, everyone, I hope you've enjoyed this silly edition of Whitebeard Friday. It's been a fantastic year. Hope you have a great holiday, and we will see you again next week. Yes, even between Christmas and New Year's we're going to be doing Whiteboard Friday. See you next week for another edition. Take care.

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