Kayle Larkin


Source: SEOSignalsLab

Pick Her Brain!

I’d like to introduce one of our members, Kayle Larkin, for our next ‘Pick His/Her Brain’ session and I want to thank her for the participation.

Kayle, our group’s mod, is a Wikipedia editor with expertise in data science and international search marketing.

She started a white label SEO company in 2015 that has grown steadily by word of mouth from it’s marketing partners.

Her favorite success story is getting 8-figure international clients in Google’s carousel.

If you have any questions related to SEO strategies or data-driven SEO, please feel free to pick her brain.

Here are the rules.

1) I’ll let the thread go on until she asks me to stop. Theoretically, this thread can continue until the FaceBook stock value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s successes and strategies.

3) Please do not PM her and bother her. If you have a private question, ask for her permission on this thread when appropriate.

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Table of Contents

Are there ways for companies to take advantage of Wikipedia as an SEO tool without outsourcing the work to an existing contributor?

I’m sure not everyone working within Wikipedia will agree with me…but just like SEO, there is not some hidden secret that only contributors CAN do.

It’s a matter of studying and learning how to write content and cite sources that follow Wikipedia’s standards.

Contribute to the platform for more then your brand. Start by contributing for topics that interest you.

Who or what has influenced you the most for SEO?

Hmm, I’ll have to think on this one.

How small should you niche down? What numbers should you look at locally, nationally, or globally to know you haven’t niched yourself into oblivion?

I will circle back around to this after the girls are asleep.

Lengthy answer but I’ll share what metrics I look at.

I have some Wikipedia mentions but I’d like to edit the information. Do you know how this is done?

Yes, you can edit the information if it is not factual however it is recommended that you cite an outside source (that’s not your website.)

You will have a hard time editing factual information if you just don’t like what is said.

What is your process for learning new skills on SEO?

Oh dear, I don’t think there is any rhyme to my reason.

It’s a rabbit hole for sure and I get distracted. Working with international clients has really pushed me.

I think my “process” is inspiration -> million windows and tabs open -> test -> fail -> retest. I find out what doesn’t work more then I find something that does work, ha!

I’m definitely drawn to areas I have 0 knowledge and jump in the deep end.

Whats next for your 2020 SEO strategy? Where do you think the industry is moving….

This is actually a really fun one for me because the accounts I work on target 3-5 countries each, that use varying search engines.

Politics and the economy influence the game board as much as industry shifts do.

Because I’m seeing Google stacking featured snippets, PAA, Interesting Finds, carousels -the (re)introduction of Q&A.

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They’re doing what Facebook did and want to keep users on the serp and on pages within their display network.

Strategy will differ by industry and how the target market retrieves trusted information.

That being said, we will be focusing on positioning and inbound marketing.

Getting people to search the brand name.

Interacting where the user gets trusted information (groups, forums.)

Display ads placement management.

Bing and Naver has shown a steady increase in 2019. Having good luck with Microsoft Ads.

For SEO’s I think you need correct data and to be able to visualize your work in a way the client can understand.

But….I know enough to know I don’t know enough.

Will see what I learn this year.I’m interested in figuring out how to get into “interesting finds,” and building data studio connectors.

Do you ever explicitly sell/promise SERP position for keywords? Perhaps not “We will get you #1” but even something like “We will get you top 3 ranking” or “We will improve you to first page”. If Yes, then what are some of the criteria you use to determine budget? If No, then how to demonstrate value to a potential customer? What is the sell/promise?

I don’t make promises but you can usually take a look and see what’s possible and what is going to have to be paid Ads.

The great thing about being white label is I don’t price individual projects.

Our partners get a flat monthly rate and they pitch.

Currently working on case studies because I’ve heard from agency owners this is what they want to see to demonstrate value.

This is a guess…but I think the main way I demonstrate value is with customized interactive reporting dashboards.

I have these showing conversion channel flows to prove how organic assists in conversions.

How we’re improving visibility for keywords and how content is bringing additional traffic.

What’s your secret weapon to success? What are your favorite tools? What is your favorite SEO meme?

Coffee and OCD.

I’ll share favorite tools and meme this evening.

Favorite tools: I still like to do a lot manually. It’s what I trust.

I use data studio: GA, search console, bing webmaster, Express VPN, MOZ keyword explorer, POP, Ubersuggest backlinks, SEOruler …

Favorite meme: it was a gif but I got a kick out of Steven’s “barnacle seo” on Saturday.

What i should do first to develop my self on Local seo?

Awesome! Local SEO isn’t my specialty.

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I’ll link you to some threads this evening.

What would be some off the wall link acquisition tactics for international travel blogs?

Hi! I’m not sure I can be of assistance with a travel blog.

What countries, search engines and languages are you optimizing for?

I have a singer who wants his Wiki bio over wikipedia so how do I go about doing this from scratch?

Does this singer meet the notability test: https://en.m.wikipedia.org/…/Wikipedia:Notability_(people)

Generally if a person is notable someone else will create an article about them naturally.

This protects the singer because editors with interest will patrol the article for vandalism.

What’s your strategy for building links that move the needle?

This is probably not what you’re looking to read but I don’t do anything interesting with link building.

I read forums and Facebook groups to understand where the target audience gets their trusted information.

I see what content is shared and find out how to submit for consideration.

I analyze what backlinks competitors have and if they make sense for our personas.

I’m more focused on brand visibility.

If your client is seen as the digital expert in their field then the links will come.

How did you get into SEO?

2007 I took a marketing internship with an international e-commerce company.

That quickly developed into a management position when I discovered someone embezzling money (scandalous.)

We were rebranding marketing materials and creating a new website.

Jeff Campbell (Resolution Media) was a client of the company owner.

He shared with me what he knew.

I LOVED IT! Started teaching the other business owners in our chamber of commerce and…I just keep testing and learning

How you create backlinks? Need some tips.

Every article that mentions you, every partner/supplier you work with needs to link to you (the most relevant page) with the proper anchor text.

Remember, it’s about the quantity of quality, relevant sites that link to you…not just quantity.

I work with a company that I believe meets the notability standard and I’ve made a few minor Wikipedia edits. Should I try to get them a page directly myself or go another route? Never added a page before.

That would likely be a conflict of interest or at the least you would have to disclose your relationship and cite that you’re being paid appropriately.

This is a really great summary and may help you find the information you need: https://en.wikipedia.org/wiki/Wikipedia:FAQ/Organizations


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