How to Capitalize on the Link Potential of a Research Report (MozCon 2022)

DebbieChew 1,585 views 52 slides Jul 21, 2022
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About This Presentation

Want to get backlinks from high DA sites? (No, this isn't one of those emails asking for money.) Research reports are a great way to get those links at scale — here's how.


Slide Content

What do these have in common? Source: Fast Company , CNBC , Tech Republic

They link to research reports Source: Fast Company , CNBC , Tech Republic

➡️ 1k+ ref. domains ➡️ 133 ref. domains ➡️ 55 ref. domains Data Source: Moz

Research reports uncover data

Zyppy’s Study of Page Title Rewrites 299 links Source: zyppy.com

Aira’s State of Link Building 59 links Source: aira.net

Research reports uncover interesting data

Because journalists want to share interesting data with readers If they mention your report, you can get 🔗

HIGH DA

So, how do you do that? 🤷‍♀️

The Story 2. The Outreach

Step 1 : Brainstorm

Let’s say my business sells ergonomic chairs 🪑

Draw 3 concentric circles

Product/Service Chairs

Features Adjustable Ergonomic Comfortable Sturdy

Related Topics Health Posture Office Ergonomics WFH Hybrid Work Exercise ⭐️ ⭐️ ⭐️

Step 2 : Research

Find existing data or research reports

[topic] trends state of [topic] [topic] report [topic] stats [topic] infographic

⬇️ Source: Moz

Keep a list of these

Step 3 : Decide on an idea

Score your ideas I mpact C onfidence E ase P otential I mportance E ase H eadlines O ther teams T imeliness

H OT score H : What would potential headlines say? e.g. "78% of remote workers experience back pain”

H O T score O : What do other teams think? (e.g. PR, data)

HO T score T : How timely is this idea? Does it tie back to current events?

Idea #1 WFH stipends HOT score: 6 Idea #2 Best cities for hybrid work HOT score: 9

Step 4 : Gather your data

First, what questions do you want to answer?

Tap into Twitter , Reddit , and other communities

What topics do people have opinions on but lacks actual data ?

List these out . Then think about how to gather this data Existing Survey Proprietary (Aira) (Zyppy)

Lidia Infante’s Gender Gap in SEO Publishing Source: lidia-infante.com

Google Trends Government data Costs, Salary data ...and more 👉

Let’s say I want to do a report on WFH stipends 💰 Scrape data from job boards Survey what people spend their stipend on

Or, let’s do a topic with a high HOT 🔥 score: best cities for hybrid work

Score each city by: quality of public transportation, number of hybrid jobs, traffic, etc.

Source: zillow.com

Step 5 : Analyze data and tell a compelling story

What are the newsworthy stats ?

What’s going to make people say...

Add these to the top of your report Source: Dialpad’s State of Video Conferencing Report

To recap...

Identify a topic with a high 🔥 score Gather and analyze that data Tell a compelling story Outreach to the right people

Outreach Tip #1 Monitor unlinked mentions of your company or your report

Outreach Tip #2 Some people may link to your coverage as the source of data — they could also be linking to you

Source: Statista

The prep work you do before publishing your report has a huge impact on your link potential

Go and get those links!

Thank you! Find me on Twitter @ justdebbb