LINK BUILDING DOS AND DONTS           Jon Quinton        SEOgadget.co.uk          @jonquinton1       jon@seogadget.co.uk
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#1 – DON’T LINK BUILD BLIND
#1 – DO LEARN TO ANALYSE    YOUR LINK PROFILE
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#2 – DON’T BELIEVE EVERYTHING          YOU READ
#2 – DO TEST IT INSTEAD
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#3 – DON’T GET BORED
#3 – DO TRY DIFFERENT THINGS
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#4 – DON’T FORGET YOUR       PRODUCT
#4 – DO LOOK FOR WAYS TO BE          THE BEST
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#5 – DON’T ASSUME PEOPLE ARE         INTERESTED
#5 – DO FIND AND TALK TO      INFLUENCERS
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1. Don’t Link Build Blind2. Don’t Believe Everything You Read3. Don’t Get Bored4. Don’t Forget Your Product5. Don’t Assume...
TACK!!    Jon Quinton SEOgadget.co.ukjon@seogadget.co.uk   @jonquinton1
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Link building Dos and Don'ts

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My presentation from SMX Stockholm, 2012. My 'link building dos and don'ts' focus on some of the lessons I've learn't in the past whilst working for a variety of brands in competitive spaces.

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Link building Dos and Don'ts

  1. 1. LINK BUILDING DOS AND DONTS Jon Quinton SEOgadget.co.uk @jonquinton1 jon@seogadget.co.uk
  2. 2. ...............................................................................................................................................................................................
  3. 3. @jonquinton1............................................................................................................................................................................................... WEBMASTER TOOLS LINK WARNINGS The webmaster tools unnatural link warnings signified the start of a major shift in link building.
  4. 4. @jonquinton1............................................................................................................................................................................................... WHAT DID PENGUIN LOOK LIKE? Large Drop in Organic Visibility http://www.searchmetrics.com Understanding what an algorithm update looks like is key. Analysing SearchMetrics and Google Analytics data should show if a site has been hit.
  5. 5. #1 – DON’T LINK BUILD BLIND
  6. 6. #1 – DO LEARN TO ANALYSE YOUR LINK PROFILE
  7. 7. @jonquinton1............................................................................................................................................................................................... ASSESS YOUR QUALITY DISTRIBUTION 140 120 100 80 60 40 20 0 0 1 2 3 4 5 6 7 8 9 10
  8. 8. ............................................................................................................................................................................................... THIS IS WHAT ‘GOOD’ TENDS TO LOOK LIKE… 100 90 80 70 60 50 40 30 20 10 0 0 1 2 3 4 5 6 7 8 9 10
  9. 9. @jonquinton1............................................................................................................................................................................................... GATHER AND COMBINE DATA Use OSE, Majestic and Webmaster Tools
  10. 10. @jonquinton1............................................................................................................................................................................................... DE-DUPE YOUR LIST Once combined, de-dupe by ‘URL’ and remove metrics that are not required
  11. 11. @jonquinton1............................................................................................................................................................................................... SEPARATE DOMAINS =IFERROR(MID(A2,8,FIND("/",A2,8)-8),MID(A2,8,LEN(A2))) Page level metrics don’t always give you the fairest representation of a website
  12. 12. @jonquinton1............................................................................................................................................................................................... USE SEOTOOLS FOR EXCEL TO PULL IN DOMAIN PR Ensure that you work in a new tab with a de-duped list of domains. Paste as values once finished!
  13. 13. @jonquinton1............................................................................................................................................................................................... ARE MY LINKS STILL LIVE? Use Screaming Frog SEO spider in ‘list mode’ and configure a custom filter to search for your domain in the source code of each URL
  14. 14. ............................................................................................................................................................................................... 100 90 80 70 60 50 40 30 20 10 0 0 1 2 3 4 5 6 7 8 9 10
  15. 15. #2 – DON’T BELIEVE EVERYTHING YOU READ
  16. 16. #2 – DO TEST IT INSTEAD
  17. 17. @jonquinton1............................................................................................................................................................................................... WILL GOOGLE REALLY DEVALUE INFOGRAPHIC LINKS? http://www.stonetemple.com/matt-cutts-and-eric-talk-about-what-makes-a-quality-site/ Often times industry gossip can blow things way out of proportion. Experience and testing breeds confidence and a true sense of reality.
  18. 18. @jonquinton1............................................................................................................................................................................................... MAYBE THE WORD ‘INFOGRAPHIC’ IS MISSING THE POINT… http://everytimezone.com 2,780 links from 752 domains 5,654 tweets No matter how the algorithm changes; high quality useful content that serves a purpose will always deserve to rank
  19. 19. @jonquinton1............................................................................................................................................................................................... BUILD YOUR OWN SITES If you’re spending time contacting other websites you too should learn what it feels like to be approached by link thirsty SEO’s
  20. 20. @jonquinton1............................................................................................................................................................................................... UNDERSTAND THE IMPACT OF LINKS What happens when you remove low quality links? If you’ve never seen the impact, build a site and find out first hand
  21. 21. #3 – DON’T GET BORED
  22. 22. #3 – DO TRY DIFFERENT THINGS
  23. 23. @jonquinton1...............................................................................................................................................................................................TRIAL YOUR IDEAS – DOESN’T MATTER HOW CRAZY THEY MIGHT BE http://ontolo.com/blog/5-steps-assembling-all-star-link-building-team-odesk View feedback, profile facts, test results and previous assignments. Please note; self assessed English scores and test results are two VERY different things.
  24. 24. @jonquinton1............................................................................................................................................................................................... THE FREELANCER’S PROCESS All Contact List Email Template Communication Provided Via Gmail Could I find a freelancer who could follow step by step instructions? The aim was to leave as little room for error as possible.
  25. 25. @jonquinton1............................................................................................................................................................................................... RESULT: AN INBOX FULL OF INTERESTED BLOGGERS Response rate was c. 20%
  26. 26. #4 – DON’T FORGET YOUR PRODUCT
  27. 27. #4 – DO LOOK FOR WAYS TO BE THE BEST
  28. 28. @jonquinton1............................................................................................................................................................................................... WHY WOULD ANYONE LINK TO THIS? 3 Linking Root Domains 4 ‘Likes’With some creative thinking, even the most boring industries can be made fun or ‘link worthy’
  29. 29. @jonquinton1............................................................................................................................................................................................... BUT WHAT ABOUT THIS? That’s better! 106 Linking Root Domains 1186 ‘Likes’ http://monstercooljobs.com Solution: Build a website that caters for ‘dream jobs’ only
  30. 30. @jonquinton1............................................................................................................................................................................................... 338 Linking Root Domains 1,100 Likes 1260 Tweets http://www.theverge.com/2012/3/14/2870533/ipad-review Live Q&A, video content, incredible images – all serve the user with the best experience
  31. 31. #5 – DON’T ASSUME PEOPLE ARE INTERESTED
  32. 32. #5 – DO FIND AND TALK TO INFLUENCERS
  33. 33. @jonquinton1............................................................................................................................................................................................... LOOKING FOR PEOPLE WHO MIGHT BE INTERESTED? That’s 1419 guitar teachers that I can contact about my content. Scrape this list with Google Docs and you’re onto a winner.
  34. 34. @jonquinton1............................................................................................................................................................................................... READY TO WONK?? https://seogadget.co.uk/googlewonk/
  35. 35. @jonquinton1............................................................................................................................................................................................... PLUS A LITTLE BIT OF STALKING TOO http://www.techradar.com/author?searchTerm=Scott%20Nichols http://gamerlymusings.wordpress.com/about/ Far too many people give up when contact details are not readily available.5 minutes worth of digging around is often all you need to go beyond what most other SEOs.
  36. 36. @jonquinton1............................................................................................................................................................................................... PULL COMPETITORS BACKLINKS AND FIND CONTACT DETAILS https://seogadget.co.uk/mozscape-api-extension-for-excel/ If you can’t find a tool that does the job, why not build something yourself? It might just give you the advantage.
  37. 37. ............................................................................................................................................................................................... Contact On Launch Twitter List – Jumping Phase Three: Promote on opportunities Phase Two: On topic guest posts design work Having a solid contact base at the core of any campaign is crucial for success. It’s also a great way to stay inspired when you need to give things another push.
  38. 38. 1. Don’t Link Build Blind2. Don’t Believe Everything You Read3. Don’t Get Bored4. Don’t Forget Your Product5. Don’t Assume Anyone’s Interested
  39. 39. TACK!! Jon Quinton SEOgadget.co.ukjon@seogadget.co.uk @jonquinton1
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