The Importance of Link Building    To a Successful Internet Marketing Campaign                     Jeremy Sherman         ...
How Search Engines Value Links- PageRank: A brief history  - Sergey Brin & Larry Page’s algorithm developed in    1997 at ...
How Search Engines Value Links- Votes from more important pages (ie. Authority sites)count more than votes from lower qual...
Top 3 Ranking Factors of Inbound LinksInbound links are links FROM other websites TO your website. Internal links are link...
1. Keyword Rich Anchor Text Links:      -     Utilizing targeted keywords is paramount to            improving rankings fo...
2. Quantity and Quality of Links:  -        It is important to balance quantity and quality.       -        5 “high value”...
3. Diversity of Link Sources:  -       Build links from as many unique sources as          possible.      -     6 links fr...
Three Ways to Build Links to Your           Website
1. Leverage Existing Relationships:      -       Ask co-workers, family members, friends, and              customers to li...
2. Utilize High Quality Directory Submissions, Article    Marketing & Press Release Publication:  -   Full control over an...
2. Utilize High Quality Directory Submissions, Article     Marketing & Press Release Publication:    - A few places to get...
3. Create “Link Bait” that People will Link to & Spread    Naturally:     -      Badges: logos or banners that users can p...
3. Create “Link Bait” that People will Link to &    Spread Naturally:    Badge              Widget              Quiz
Bonus. Link Reclamation:      - For sites with an already established link profile         - Mine existing links and conta...
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The Importance of Link Building

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From September 2010 by @jeremy_sherman for LMX.

How to build inbound links, and why they're crucial to a successful Internet marketing campaign.

Published in: Business, Technology, Design
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The Importance of Link Building

  1. 1. The Importance of Link Building To a Successful Internet Marketing Campaign Jeremy Sherman Vice President, Search Marketing Customer Magnetism jeremy@trycm.com Twitter @jeremy_sherman @trycm
  2. 2. How Search Engines Value Links- PageRank: A brief history - Sergey Brin & Larry Page’s algorithm developed in 1997 at Stanford. The foundation of Google.- PageRank is based on: -Links can be interpreted as “Votes” -Pages that receive more Votes are more important – and should therefore rank higher
  3. 3. How Search Engines Value Links- Votes from more important pages (ie. Authority sites)count more than votes from lower quality pages -Relevancy, # of Links, Content, etc. define value -Not all links are equal- The Anchor Text (words of thelink) is associated with the pagethat the link points to – andtherefore tells the searchengine what that page is about
  4. 4. Top 3 Ranking Factors of Inbound LinksInbound links are links FROM other websites TO your website. Internal links are links from pages WITHIN your own website.
  5. 5. 1. Keyword Rich Anchor Text Links: - Utilizing targeted keywords is paramount to improving rankings for specific keywords.Tip: use tools such as Google’s keyword tool to find highly searched relevant keywords
  6. 6. 2. Quantity and Quality of Links: - It is important to balance quantity and quality. - 5 “high value” links can have a bigger ranking impact than 50 “low value” links. - Determined by relevancy, content, authority, age, etc. - A link from CNN is considered significantly more valuable than a link from your friend Bob’s personal website. Tip: Consider these metrics when looking for links: - # of links pointing IN to Target Page - # of links pointing OUT of Target Page - Placement of link ON Target page – higher up on page is better
  7. 7. 3. Diversity of Link Sources: - Build links from as many unique sources as possible. - 6 links from 6 unique websites is more valuable than 6 links from the same website.
  8. 8. Three Ways to Build Links to Your Website
  9. 9. 1. Leverage Existing Relationships: - Ask co-workers, family members, friends, and customers to link to you. - Make it easy for them to do it. Provide the html code so they can simply copy and paste onto their website. - Utilize your existing social media networks to develop links. - Resource Allocation: low cost / medium time commitmentTip: Include info on how to link to your site in every order confirmation email. Yourcustomers want to link to you – make it easy for them to do it.
  10. 10. 2. Utilize High Quality Directory Submissions, Article Marketing & Press Release Publication: - Full control over anchor text selection and content messaging. - Resource Allocation: medium cost / high time commitment
  11. 11. 2. Utilize High Quality Directory Submissions, Article Marketing & Press Release Publication: - A few places to get you started.Tip: Spend some time on research to find niche directories / article sites related to your industry
  12. 12. 3. Create “Link Bait” that People will Link to & Spread Naturally: - Badges: logos or banners that users can place on their site to promote a specific cause, product, etc. - Widgets: a piece of self-contained code that can be installed on any webpage. - Quizzes: usually fun games users can play – and then post the results on their own site. - Resource Allocation: high cost / low time commitmentTip: Be sure your banners and widgets include a link back to your website with targeted keyword alternate text
  13. 13. 3. Create “Link Bait” that People will Link to & Spread Naturally: Badge Widget Quiz
  14. 14. Bonus. Link Reclamation: - For sites with an already established link profile - Mine existing links and contact those sites that are linking to you with “un-optimized” anchor text -Example: If a site links to http://www.yoursite.com, ask them if they would be willing to change your link to Targeted Keyword insteadTip: Use Yahoo Site Explorer, Google Webmaster Tools and OpenSiteExplorer.org to analyze your backlinks.
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