Jon Cooper Interview: Learning, Link Building & Successful Blogging

It’s quite hard to believe that Jon Cooper has only been blogging for the past 2 years! Some of his posts gathered a lot of traction in 2012 and are often cited by other SEO bloggers and speakers – most notably his link building strategies and his most creative link building post ever.

The one thing that I’ve discovered about Jon is he always very accessible and willing to chat with his readers and often goes out of his way for them. So, I recently sat down with him over email and we got to chat about his blog, his course and a few things in between.

1. How did Point Blank SEO get started? What made you think a blog solely about link building would be successful?

Point Blank SEO got started because, after reading through a ton of internet marketing/SEO related content, I thought there was a lot of expertise that was lacking. I didn’t think I was going to fill that gap, but I thought I’d at least try, as well as learn about what a blogger has to deal with on a daily basis so I could better understand that demographic.

I thought a blog on just link building would be successful because, more than anything, that’s the kind of blog I want to read. Link building seemed to be the only thing separating the good from the great, and like anyone, I wanted to be great, so I wanted to see what I could contribute in that area.

2. What are the key things you’ve done to help to build your blog?

As you can see with my latest update, presentation is key to help setting me apart from the noise. I don’t want people coming to my site, thinking it’s just another SEO blog, and not giving the content a chance unless it was something seriously outstanding beyond all measure (which my content seldom, if anytime, is). I wanted people walking into my site thinking that this might be worth listening to, then I’d let my content do the rest.

I also think that would helped me build my blog in the beginning was that I was willing to engage with anyone wanting to engage with me. It’s tough seeing your blog get under 50 visitors a day for 6-12 months, thinking this is how it’s always going to be.

Lastly, content expectations has been huge, and I really haven’t even come close to mastering it. When I relaunched at the beginning of last year, I put in a ton of time into my first few posts, because I wanted people to associate the quality of each individual post with the quality of the blog. When they expected to see something great each time, and as long as they did actually see something great, they were almost programmed to share it, which is how I grew from 100 visitors a day to 1000 in less than a month.

3. What have you learned over the past 2 years of blogging? 

If you’re not different, don’t bother trying.

If you’re going into blogging with the goal of making money, 999/1000 you’re going to fail. The only reason I had success was because I had no expectations for the blog. The success came out of my passion for what I was doing, mostly because I didn’t need some reward of 10000 visitors at the end of the day, just the satisfaction of creating something great that I know I would appreciate.

I also took it seriously as a business when it started doing well. I set goals, I held myself to standards, and I had to turn it from a hobby into a real thing. If I didn’t, I’d still be another casual mid-level blogger, because when you take it seriously, you don’t stop until you succeed.

What’s worked for me, to my own dislike, is long content. Even when I think a shorter post is much, much better, the content I wrote that was the longest was way more shared & linked to. I think this is because of the sharer’s mentality; they want to seem as if they’re sharing great stuff, and if it’s detailed & long, they think they look better.

What didn’t work for me is turning off comments. I did that once on a controversial post, to try and get others to write posts in response and link to mine, but that didn’t work. I just lost a great discussion. I think it can work, but you have to commit and hold to it, even through all the criticism.

4. Why did you decide to create your link building course? What motivated you?
The main reason was because I wanted to train someone, but there was no resource out there to do it with. If I could train someone efficiently, I could increase the workload I could take on for client work, thus making me a lot more money.

The secondary reason was that I didn’t want to do any ads or obtrusive affiliate ads/reviews, so a training course like this could not only help me provide more value for my audience, but monetize my blog in a friendly way that no one would object to.

5. What have you learned from promoting your link building course? Would you do things differently?
I learned that, just like free content, if it’s a good product, people will want to tell others about it, even if it costs money. I know,  I could’ve done a much better job with the course even with the praise I’ve gotten, and I wish I did, because if people thought they were getting $300 or more in value for a $67 course, sign-ups would grow exponentially, outweighing the cost of charging more.

6. Do you think the fact it did so well was down to your personality & professional network or your unique product offering?
I think it had to with both. I’ve prided myself on the relationships I’ve built with influencers, readers, and email subscribers, so when the time came that I needed them, no matter what it really was, they were very willing to help out (especially since the majority really liked it). But I also think the unique product offering helped because there was really nothing out there in terms of a complete resource to learn link building, not even a book, so that really helped as well.

7. You plan to blog more & possibly launch a new info product in 2013, where do you find the time? What’s going to be prioritised to make this happen?
I made time by taking the semester off. If it’s really important, no matter what it is, you’ll make time. I truly believe that. And it doesn’t have to be as dramatic as taking the semester off if you’re in school.

But it’s going to be a ride as I try to juggle even more in less time, so we’ll have to wait and see how this goes :)

8. What’s on your recommended reading list for link builders ?
If you haven’t read the Psychology of Persuasion, read it. Everything in link building was brought to this niche because someone applied knowledge learned elsewhere to link building. There’s even some things in this book that hasn’t really been talked about, such as using the rejection-then-retreat technique, in which you ask for something bigger than a link, then when they say no, say “well, then can you at least give me a link?”. Just an example.

I also recommend the Personal MBA to really anyone in business, because process & work flow are becoming two very essential parts of link building as it’s becoming more & more like sales.

9. What are the types of links should SEO ‘s be focusing on building to their client sites this year?
Ones that webmasters aren’t normally asked to give. I think we’ve gotten to a point where seasoned webmasters are deathly sick of us link builders, so it’s going to be the ones who do something truly different and truly think outside of the box to get them to do what you want.

10. What’s your #1 link building tip?

Do everything in your power to not come across as a link builder to webmasters that you email. Once they see you as a genuine, real, and caring person, you’ve got a shot. Word choice does the rest.

Thanks, Jon for taking the time to answer my questions. If you are interested in learning more about link building you can still sign up to Jon’s Link Building Course for just $67, and be sure to follow him on Twitter.

If you enjoyed this post you can sign up to my RSS feed and learn more about SEO, link building and social media.

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  • http://recalibrate.co/ Ryan McLaughlin

    There’s a lot of good points in here Jon. I just ordered Psychology of Persuasion.

    I think this is a really important point: “link building is becoming more & more like sales.” This is more true than most realize and it’s why link CRM systems like Buzzstream are so crucial to the process.

    Cheers,
    Ryan

    • http://jonrcooper.com/ Jon Cooper

      Thanks Ryan, you’re going to love the book!

      But yeah, I’m seeing more & more applications, and after reading through a book or two dealing with sales, I realized we aren’t much different. We’re actually at a huge advantage – convincing someone to give us a link is much easier than asking someone to pay us $1000 for product xyz. But at the same time, we’re at a disadvantage (the dumb ones at least), because a lot of times we offer no value proposition whatsoever – why should they care, and why should they waste the time to link?

      • http://recalibrate.co/ Ryan McLaughlin

        I do both every day :)

        Both are fun and they’re similar because it comes down to the relationship with the prospect and the value that you can provide. As cliche as both of those phrases are, it’s undoubtedly true. You right about that last point, but those guys are the equivalent of clueless salesmen. I wouldn’t expect that type of tactic to be successful in any facet of marketing or sales, including link building.