How to conduct link opportunity analysis in your keyword space

By Dan

To find niche directories
“MDKW directory”
“MDKW websites”
MDKW “suggest * URL”

To find interviews with subject matter experts
MDKW intitle:interview
MDKW intitle:“q&a with”
MDKW intitle:“tips from” OR “advice from” OR “chat with”

To find Niche Forums, Social Networking Sites, and Q/A Sites
MDKW community
intitle:MDKW forum
MDKW inurl:blogs

To find Professional Associations
MDKW association
MDKW associated
MDKW intitle:“of america” (or other locale)

To find Company Profile Listing Opportunities
MDKW add job*
MDKW submit software
MDKW submit pdf
MDKW add coupon
MDKW submit contest
MDKW events
MDKW free tools

To find Resource Curators
MDKW roundup
“Useful MDKW links” library
MDKW resources list

To find Content Placement Opportunities
MDKW “guest post”
MDKW inurl:category/guest
MDKW “guest article”
MDKW “write for us”


Transcript –

– Good day, good day, back again with, I think this is Chapter six, but I’m not entirely sure, anyway the title, How To Conduct a Link Opportunity Analysis of Your Keyword Space, right, one minute in and I’m about to start the video. So there are three Steps to this, it’s Eric Ward’s little system that he has for basically determining what keywords you should use and how to find opportunities for them. We’re basically gonna go through seven characteristics of what they are, there’s three Steps, one, two and the third one is over on the whiteboard, but let’s work from here. So first, you need to know your market defining keywords, from now on we’ll be calling that MDKW, ’cause I swear it does, these are sort of head terms or broad slash, like really, really broad ways of saying what you want to say, so for example, in my industry, SEO and link building are two of the ones, that I would use primarily, there are seven characteristics Eric gives on these, the first one is they probably don’t convert, so nobody’s gonna be like typing in SEO and then buying from the person who shows up first, right, straightaway anyway. The second one is words that the market uses to describe themselves, so I describe myself doing SEO and link building, right, particularly link building, but SEO in a more broad sense. They generally have, this number three, they generally have one to two word phrases, there’ll be a crowded and competitive marketplace in the SERPs, but not many ads sort of targeting them, the reason there are no ads targeting them is because they don’t convert, simples, right. The fourth one is the keywords you wouldn’t really target with PPC, again, you’re not gonna get your monies back, so things like online marketing, again, SEO, link building, that sort of stuff, the broad keyword itself won’t convert, but maybe things within that will. Number five, they’re generally like a root or a seed keyword or a head term, which some people call it and you can extract these generally from your SEO or PPC campaigns, if you’re running these type of things, these are where you’ll start, you’ll end up with the ones that are worth paying for, because they’ll convert sort of more long tail type things. Number six, there are common names for practitioners within your industry, so what are the experts called and number seven, the final one, words that are commonly used in the names of publications within your market, so if you’re thinking in terms of SEO, it’s like SEO roundtable, you know, all the sort of the known SEO sites, they all use SEO within the title, that’s because that’s what it’s known as, right, that’s what the industry’s called. All of these things together, they help you measure and gauge your market space to see whether or not there are valid terms within there, once you work out these sort of, what are we calling it? MDKWs, MDKWs, we’ll move over to Step two. Okay, Step two, how do you like the new, I’ve got a new setup here going, by the way, I’m not sure about the audio, it’s like a shotgun mic, so I’ve not got my usual lapel on, but let me know how it sounds. I’ll also, I’ll be doing these from London next week, and so the 18th, 19th and 20th, I’m going to London for a very, very, very special reason, I’m not going to tell you anything about it, but I’m super fucking excited, totally irrelevant, but Step two, design queries for each opportunity site, I will be giving you these queries as well, I couldn’t fit them on the board and the board kept falling off, so I’ve had to Sellotape it up, but I will give you the queries on a web page, which I’ll link wherever the links go in this, whatever platform you’re watching this on. So once you know what the MDKWs are, you need to develop queries for them, there are eight ways to find them, eight types of queries and ways to find them, these eight are just generally the ones, that we went over in the last video, like types of assets and stuff like that, but I’m gonna show you how Eric says that we should find these things. So the first one, look for blogs and news sites and trade publications within your industry, this is simply because logs equal interest, interest equals experts, experts equals link opportunities. Generally the way you wanna think about this is I’ve got the questions on my phone, so, are their blogs in the Top 10? If not, then you’re generally not broad enough, if there are, make a note of the expert engagement and content creation promotion as solid direction of your link building efforts, that was a fucking mouthful, wasn’t it? The second one, I like the way he’s done this as well, “look for” in everything, the second one, look for niche directories specific to industry are always, always worth it, there’s no point not being on an industry-specific directory, it just doesn’t make sense, if somebody’s on that site looking for your type of thing, there’s a chance that they’ll click on your result, why not, right? There’s no point, it might be low numbers, but there’s no point missing out on that potential traffic. The third one, look for interviews with experts, interviews equal that there is an expert class, people who are defined as, or thought of as experts within your space and that essentially means that you could be one of them, which is you know, no harm being an expert, right? You need to do two things, this is Eric’s, Eric Ward’s advice, not mine, so find all the big dogs, he didn’t say that, find all the big dogs in your business, who’ve been interviewed, get them all together, do a group interview, ask them 10 great questions, throw them all together into one linkable asset, include yourself in and that generally promotes you to their level, so if people are reading you know, the 15 Biggest SEO Experts and then number 16 is you, puts you in their class, right? So be aware of that. Look for niche forums, social conversations, question-answer sites and stuff like that, this tells you what the online community’s like in your space. Remember that not everybody has caught up with sort of Web 2.0 and 100,000 people more than happy to use forums and stuff like that, I know it’s a little bit out of date now and not many people use forums, but some industries are completely reliant on forums and this will help determine whether it’s worthwhile to put your resources into online conversations, right, wherever the people are, you find all these, where are we? You find all of these things, find out where your people are and that should be where you put your resources, no point doing it in forums, if everyone’s on social, right, very simple. Number five, look for professional associations, this indicates that there’s a high level of business organisation within your space, this is good, because it gives you a chance to get listed by all these associations, go to events and that type of thing, if there are associations, there’s gonna be events for it as well. Okay, so there are two points to this one, so opportunities for links, join the organisation, meet them, tell them about what you do, etc., and this in very, very specific, big capital letters, no business cards, business cards are the fucking devil, we had a conversation about this in DCWD last week, I just said, if you’re giving your business cards to people, they’re just taking them home and throwing them the fuck away, nobody cares about ’em, nobody’s getting in contact with you, give them something memorable, I recommended that, this doesn’t work in every industry, but if you’re selling SEO and stuff like that, something personality based, if you make an impression on that person, take a little selfie, send a selfie back to them, it does two things, it lets them recall your situation, so if you send them a picture of yourself, they remember exactly who you were, when you text them later on and it also gives them something to remember you by. So okay, number… where are we, six, look for company profile listing opportunities, these are generally earned through submitting specific content types, I would describe these things as, like if you had the chance to, you know, here’s, here are the Top White Papers in my industry, here’s you know, like video submission sites, these are the videos about XXX, whatever, if you have a chance to submit specific types of media, then just fucking do it, right, if there are chances for this stuff, you might as well take advantage of it, they’re easy links to get and industry specific and relevant, those are always fantastic links. Number seven, is that right? Yeah, look for resource curators, they’re sort of weekly and monthly, generally in the form of round ups, so here’s you know, the Top 10 weekly posts about, I don’t know, link building and stuff like that, I don’t think I have, no, I said this last time, so look for round ups, sort of Top 10 lists, This Week in SEO, that sort of thing, no specific notes on this one and the final one, number eight, look for content placement opportunities and that will increase traffic, sales, brand recognition, that’s sort of the job of the SEO, if you can find these opportunities, anything that will increase traffic, sales and brand recognition, you have to take it, this is sort of guest posts, product reviews, all those type of like placement opportunities, where you’re creating content to place on another site, if you can find these things, they’re fantastic, I don’t recommend ever using them as the one solution, I just spoke to somebody about this yesterday, what’s up? You never want like guest posts to be your only link type, that’s a fucking awful strategy and you need to diversify, but as part of these eight, this is a fantastic example, if you can find them, it’s a good sign that you’re in the right industry or that there are opportunities within your industry and with that in mind, we’ll be going over to the whiteboard for Step three. Okay, so just quickly, we’re gonna look at Step three, which is analyse your results and recalibrate, so based on Steps one and two, this is analysing what we’ve done and then we’re gonna show you ways to, I say we, me,I’m gonna show you ways to determine whether or not there are good link opportunities within your space, right. So first, a good but quite unreliable way to compare the opportunity size is to analyse the number of opportunities within the Top 10, so you need to run, to do this, you’re going to need to do the same number of queries for each linked type, so we’re talking about all different types here, so blog news sites, stuff like that, you’re gonna have to do the same number of queries for each one, I’ll give you all of the queries either below or up here, wherever, wherever I can put links on whatever platform you’re watching this. The problem with this is that the queries themselves, you’ll probably use the ones listed, but different sort of… different markets use different sort of words and variations of these sort of keywords and link queries, you’re gonna have to come up with your own ones probably and I’ll talk about that in one second, so let’s step over here and this brings us to recalibrations, this is sort of how to, if these things aren’t working for you, this is how to fix it, so you need to try your own substitutions for the opportunities mentioned, so all of the ones that I came up with and I’m gonna give you the ones that Eric specifically mentions in his book, wherever the links go, but I can’t give you the ones that I use, because they’re in my paid system and people have already paid for it, so I can’t therefore take a chunk out and give it you for free, but if you just Google, Google search operators and search queries, I’m sure you’ll find thousands and thousands of them. If these queries seem off to you, they probably are, just remember that you know your market best, so try to come up with your own versions of these things. If you’re not getting good or relevant results, then your MDKW is possibly too narrow, so you need to broaden them, so in the case of me, like link building is probably a good one, because it’s primarily what I teach, but if no good opportunities are coming up for me, I’m gonna broaden it to SEO, always niche up, right, if you can’t find what you’re looking for, broaden the niche up, so we can even go higher than SEO to online marketing and then generally to marketing, then generally to business, things like that and that is it, I will see you in tomorrow’s video.