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As Pubcon 2011 wraps up, it’s difficult to reflect on the past 72 hours on so few hours of sleep. Wednesday, we attended Alan Bleiweiss’ #EpicDinner with 120 attendees. It was fantastic. He did an incredible job. Afterward, we went to karaoke and watched several of our own rock the mic and the dance floor.

Content & Link Building

Arnie Kuenn shared the following content and link building strategy: focus on generating content (interviews, videos, promotional, humorous, etc.) that can attract natural links from multiple domains. Not all pieces of content should be expected to received hundreds or thousands of links.

  • Content generation idea #1 – search your competitors top linked pages in Open Site Explorer (OSE) and review why the content was impressive enough to demand a link
  • Content generation idea #2 – Browse the Q&A sites like Yahoo! Answers, Quora, etc. for the most frequently asked questions and discussions that you can bring insight, process, or direct answers through content created on your site

Wikipedia ranks for 92% of the 100 most searched terms on Google. Imagine if you ranked in the top listings for 92% of your industry terms. – Matt Tuens

Competitive Analysis

Mat Siltala shared the following 10 things you should track when researching competitors:

  1. Domain Authority
  2. Total Links
  3. Social Media Activity
  4. LinkedIn Connections
  5. Blog Activity
  6. Identify Promotional Pages
  7. Affiliate Programs
  8. Shopping Cart Spying – look for remarketing and other competitive advantages
  9. SpyFu
  10. ReverseInternet.com

Jane Copland shared the following points that were extremely interesting:

  • Never try to copy someone else’s backlink portfolio — get creative with “your” opportunities
  • Pay attention to the number of C-class IP’s in your competitor’s backlink profiles
  • Look at “why” they have those links, not the links themselves
  • Relationship links are not paid links
  • Track links/rankings over time — you should never be surprised by a competitor


Data & Intelligence are Central To Qualified Marketing

Data and intelligence is only as smart as the interpreter. Gathering data is barely a step in the process of doing qualified marketing but it is one still missed by many.

The key to using data is:

  • Regular and comprehensive tracking. (For instance in links – tracking not just C-Class IPs but also B and Hosted to look are variants overall and overtime)
  • Knowing what can be tracked and just how to do it; there are still many metrics not yet built out by tools or available to all of us. Discover these metrics and develop them.
  • Track not only results (analytics) but measure what you can control. (For instance, how much content you put out, time spent on creating content, redevelopment frequencies of your own site and competitors etc.)
  • Evaluate relationships. Just as there is a lot you can learn from watching a husband and wife interact and recognizing they’re married – they is similar immediate knowledge to be gained from knowing who is related to your clients business and competitors businesses and how, what and why.


  • “If someone else can get that same information it really isn’t a true inforgraphic” – Tom Critchlow
  • Competitive intelligence is not about copying. It’s about knowing what you’re up against.” – Jane Copland