The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO

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As search engines continue to penalize poor link building techniques what is a marketer to do when it comes to proper link analysis and how can they avoid becoming a casualty of the war against link spam?

Join Dixon Jones, of Majestic SEO and Pete Dudchenko of Rio SEO as they explore the changing linking landscape over the past year and what role link analysis will continue to have as SEO evolves and search engines update their algorithms.

Key Takeaways:

Learn how Google’s algorithm updates have affected the linking landscape of SEO
Learn the key metrics needed for proper link analysis
The future of link building and analysis in content marketing
Tools and technologies that can provide valuable link building and analysis insights

Speakers:
Pete Dudchenko, VP of Product Management, Rio SEO
Dixon Jones, Marketing Director, Majestic SEO

Published in: Business, Technology
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  • Anna – housekeeping notes
  • The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO

    1. 1. WEBINAR SERIES #linkanalysis @Rio_SEO The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow‟s SEO @MajesticSEO
    2. 2. Agenda Key Takeaways:  Learn how Google‟s algorithm updates have affected the linking landscape of SEO  Learn the key metrics needed for proper link analysis  The future of link building and analysis in content marketing  Tools and technologies that can provide valuable link building and analysis insights
    3. 3. Today‟s Speakers Pete Dudchenko, VP of Product Management, Rio SEO Dixon Jones, Marketing Director, Majestic SEO
    4. 4. Dixon Jones Speaker Intro Marketing Director, Majestic SEO UK Search Personality of the Year 2012 Top UK Online Marketing Blogger
    5. 5. Why Links Made Google Great  Alta Vista and others could not get the scale  Google‟s Page Rank algorithm requires knowledge of the whole web to work well  Links were at the heart of the algorithm and these were also the hardest metric to fake
    6. 6. Google was King! Year Annual Google Searches/ Daily Searches 2012 1,873,910,000,000 5,134,000,000 2011 1,722,071,000,000 4,717,000,000 2010 1,324,670,000,000 3,627,000,000 2009 953,700,000,000 2,610,000,000 2008 637,200,000,000 1,745,000,000 2007 438,000,000,000 1,200,000,000 2000 22,000,000,000 60,000,000 1998 3,600,000 9,800
    7. 7. Then SEOs Piggy Backed Google  SEOs find out how to “game” Google Search  SPAM boom  Google Search „owns‟ the market
    8. 8. Almost All Link Building Worked  Without a human element to the algorithm, Google was bad at seeing bad links  Google was “scared” to give some links an algorithmic negative score  So if only 1 in 100 links counted, quantity was still king
    9. 9. What Started to Change for Google?  Google Analytics and other tracking helped  Social Signals can give a different insight layer for Google  They managed to start the magical correlation….
    10. 10. The Magical Correlation of Links + Search  Links Influence Google Rank  Social Networks and Referrals  Building a Link Campaign
    11. 11. In 2012, The Tide Turned  For a while, people started to sink. It was a perfect storm for Google.  The harder you had gamed Google before, the harder you fell now.
    12. 12. The Important Elements of Penguin  Anchor Text played a big part in rankings  Links either counted or not  There was no feedback loop  Google SAID paid links were bad  Too much Anchor Text was a penalty signal  Links can also count negatively  Disavow process to reinforce the algorithm  Google can detect and penalize paid links Before Now
    13. 13. So Now It‟s ALL About TRUST  Google‟s Page Rank scored a web page based on links alone  Now Google knows which links to TRUST and which to DISTRUST
    14. 14. Majestic SEO Flow Metrics to the Rescue  Majestic SEO Link Analysis Flow  Better Link Quality Metrics  Build Better Links!
    15. 15. Understanding Link Quality Metrics  What is Link Quality?  How do I approach the right link opportunity?
    16. 16. Citation Flow: Based on Flowing Link Counts Trust Flow: Based on a Trusted Seed set  What is Citation Flow?  Based on link counts
    17. 17. A Strong Link Profile
    18. 18. A Less than Perfect Link Profile  Be wary of links with high citation, but low trust  Look at the motivation behind each link to be sure
    19. 19. Here‟s One of Those Links…  Poor link posted on website  Spam-based approach
    20. 20. Are Links Still Important?  Quality over quantity  REMOVE low quality signals  Heavy Anchor Text  Paid Links  Low Quality Links  Traffic should reflect the link equity This Man says YES But Now...
    21. 21. Pete Dudchenko Speaker Intro VP Product Management, Rio SEO 7+ Years Experience in the SEO and Online Marketing industry 14+ Years in Software Development building enterprise level products Involved with Covario/Rio SEO since the company inception
    22. 22. How Does this Fit into the BIG PICTURE?  Digital Marketing Changed  Convergence of Data  Social, Local, Mobile and MORE!  It‟s more than basic linking
    23. 23. The SEO Life Cycle Becomes Smarter SEO
    24. 24. It Begins With Content Inspiration  For SEO, it starts with Keyword Discovery  The goal is to create content that is relevant and engaging to your target audience  The more relevant the content, the more likely to be Found, Friended, Followed & Forwarded
    25. 25. Content Creation and Optimization  On-Page SEO needs to begin now, not after-the-fact  Real time SEO feedback  Content topics and target audience interests are known and used during the creation process
    26. 26. Content Distribution and Promotion  Great content needs to be promoted  Content follows a democracy where it is voted into a high ranking position  Focusing around On-Page SEO here is too late Social Promotion Link Acquisitions Local Distribution
    27. 27. Reporting and Analysis  Factors both on-page and off- page elements  Off-Page elements include a Link Audit Score  Link Audit Score brings in Trust Flow and Citation Flow metrics  Better Link Analysis Rio SEO Audit Score
    28. 28. SEO AUTOMATION SOFTWARE Questions? Dixon Jones djones@majesticseo.com @dixon_jones Pete Dudchenko pdudchenko@rioseo.com @pete_dudchenko

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