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Link Marketing Fundamentals - The Art & Science of Links by Debra Mastaler


From SMX East 2013 - SMX Boot Camp: Link Building Fundamentals - Link Marketing: the Art & Science of Links by @DebraMastaler - #SMX #12A …

From SMX East 2013 - SMX Boot Camp: Link Building Fundamentals - Link Marketing: the Art & Science of Links by @DebraMastaler - #SMX #12A

Slide deck from Debra Mastaler of Alliance Link.

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  • 1. LINK MARKETING FUNDAMENTALS: THE ART & SCIENCE OF LINKS # Debra Mastaler Alliance Link @debramastaler #SMX #12A October 1, 2013 #
  • 2. Link Building Bootcamp The art and science of links. Debra Mastaler Alliance-Link.com @debramastaler
  • 3. WELCOME! • Slides on SMX Slideshare • Q&A at end of session • Tweet this session But! Please respect request not to tweet • This presentation is copyrighted • Check out my blog: www.linkspiel.com ©Alliance-Link.com @debramastaler #SMX
  • 4. AGENDA. ©Alliance-Link.com @debramastaler #SMX  Concept of link popularity  Trends – what to avoid  Tactics
  • 5. Part One
  • 6. SearchEngineRankings August2013 http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Releases_July_2013_U.S._Search_Engine_Rankings 67.0% 17.9% 11.4% 2.6 % 1.3% ©Alliance-Link.com @debramastaler #SMX
  • 7. @debramastaler #SMX©Alliance-Link.com 200+RankingFactors organic Paid
  • 8. 200+ Ranking Factors-accordingtoGoogle @debramastaler #SMX©Alliance-Link.com http://www.google.com/competition/images/search-algorithms.png http://moz.com/blog/ranking-factors-2013
  • 9. 200+RankingFactorsaccordingtoGoogle @debramastaler #SMX©Alliance-Link.com http://moz.com/blog/ranking-factors-2013
  • 10. @debramastaler #SMX©Alliance-Link.com http://googlewebmastercentral.blogspot.com/2011/06/beyond-pagerank-graduating-to.html
  • 11. @debramastaler #SMX©Alliance-Link.com 200+RankingFactors accordingtoGoogle
  • 12. @debramastaler #SMX©Alliance-Link.com Link Popularity
  • 13. @debramastaler #SMX©Alliance-Link.com Link popularity measures the quality and quantity of links pointing to a page. Considered an off-page factor Slang:
  • 14. Link Popularity? @debramastaler #SMX©Alliance-Link.com Quantity Quality Relevance Anchor Text
  • 15. LinkQuantity the number of links pointing to a webpage from different websites/pages. @debramastaler #SMX©Alliance-Link.com
  • 16. Link Quality determined by the authority of the host sites and the sites linking to them. @debramastaler #SMX©Alliance-Link.com Your page Site X Site A Site B Site Y Site C Quality flows from one page/site to the next through links
  • 17. Link Quality All three engines have a formula to measure and compute quality: @debramastaler #SMX©Alliance-Link.com PageRank™ TrustRank NetRank
  • 18. Relevance Works to establish your topical and/or geographic dominance @debramastaler #SMX©Alliance-Link.com Links to and from contextually relevant or thematically related sites convey more authority. Baby Strollers Diamond rings Viagra Off topic Off topic Off topic Off topic Baby StrollersBaby Strollers Baby Strollers
  • 19. Relevance linking out and being linked to establishes a connection @debramastaler #SMX©Alliance-Link.com From Google…”In the same way Google trusts sites less when they link to spammy sites…, parts of our system encourage links to good sites.” Avoid getting links from: Low quality Poorly ranked Off topic Avoid linking to: Low quality Poorly ranked Off topic
  • 20. Anchor Text @debramastaler #SMX©Alliance-Link.com  The clickable part of the link you see My child and my money go to The University of Virginia. My son spends a lot of money buying college text books. Visit us at www.instatetuitionrocks.com for more information.  An endorsement of what is to come
  • 21. Anchor Text isa query ranking indicator @debramastaler #SMX©Alliance-Link.com From the official Google blog: …”anchor text influences the queries your site ranks for in the search results…” From the official Bing blog: …”anchor text helps define the theme of a linked page…” + Ranking weight + Semantic value
  • 22. @debramastaler #SMX©Alliance-Link.com Your Goal When Building Links: Secure a lot of links from (quantity) Quality pages using (quality) Appropriate anchors on (anchor text) Thematically related pages (relevance)
  • 23. Social Media Influence in the ranking process @debramastaler #SMX©Alliance-Link.com
  • 24. SocialSignalsandthe Bing™ Algorithm @debramastaler #SMX©Alliance-Link.com
  • 25. SocialSignalsandtheGoogleAlgorithm @debramastaler #SMX©Alliance-Link.com Does Google+ influence search rankings?? Total integration 100 million+ active users Another way to judge influence of a link and the value of content “If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn’t mean that Google is using those signals in our ranking. Rather than chasing +1s of content, your time is much better spent making great content.”
  • 26. SEOvalue: whenyoupostonG+,contentisindexedquickly… @debramastaler #SMX©Alliance-Link.com rel-author attribute (The other end of this link represents the author this content is coming from)
  • 27. @debramastaler #SMX©Alliance-Link.com Revised:Your GoalWhenBuildingLinks: Secure a lot of links from (quantity) Quality pages using (quality) Appropriate anchors on (anchor text) Thematically related pages using (relevance) Established social media profiles (G+)
  • 28. Part Two • Anchor text devalued • Cleaning up “bad” links • Flags and footprints
  • 29. Anchor Text Devalued @debramastaler #SMX©Alliance-Link.com https://support.google.com/webmasters/answer/66356?hl=en …” creating links that weren’t editorially placed… can be considered a violation of our guidelines. Here are a few common examples of unnatural links… press releases distributed on other sites. …” Press release links
  • 30. Anchor Text Devalued https://support.google.com/webmasters/answer/66356?hl=en …”The following are examples of link schemes… Large-scale article marketing or guest posting campaigns with keyword-rich anchor text links…” @debramastaler #SMX©Alliance-Link.com Guest blogging links
  • 31. Getting Out Of Link Jail @debramastaler #SMX©Alliance-Link.com Manual Spam report/Google reviews Notified in GWT Search traffic  manual reviews • comment spam • Unnatural links • Poor quality content • Kw stuffing/hidden text Reconsideration request Algorithmic Ranking changes No note No review request needed Fix low quality, over optimized links 2+ months to see results
  • 32. Trends – Flags and Footprints @debramastaler #SMX©Alliance-Link.com • Do not acquire a lot of links quickly • Do not secure the same type of link over and over • Avoid using same anchors over and over • Avoid linking with low quality pages • Stay out of known networks • Avoid placing links in navigation and sponsored areas • Avoid pages/sites hosting excessive reciprocals and site-wides • Avoid sites with ads above the fold or excessive Adsense • Don’t use alpha directories or a directory mentioning the word SEO • Avoid sites with no Contact or About Us info
  • 33. Think Before You Link |Questions to ask before placing links @debramastaler #SMX©Alliance-Link.com 1. Is the page your link will sit on in the index? 2. Been cached lately? 3. Do they use nofollow attributes? 4. Does the website participate in social media? 5. Does the webpage rank for relevant keywords 6. Is the website tied to a network? 7. How many ads are on the page? 8. Is the content relevant to my site? It doesn’t matter what you do, it matters where you do it.
  • 34. Part Three @debramastaler #SMX©Alliance-Link.com
  • 35. Whatisthebestandsafestwaytobuildlinks? @debramastaler #SMX©Alliance-Link.com Reinforce link & social popularity Drive traffic and social signals Build brand
  • 36. WhatToKeepInMindWhenBuildingLinks @debramastaler #SMX©Alliance-Link.com Keep your best content on your site Promote new content through social, especially G+ Look for partner sites with social profiles, especially G+ Add email capture to everything Two words: Link. Popularity
  • 37. Link Building Tactics |What is working? @debramastaler #SMX©Alliance-Link.com Attraction Content Reviews Key Tips Content Sourcing Guest blogging Article sourcing Universal Images Foundational Directory submissions Broken links Reclaiming links Credibility links It doesn’t matter what you do, it matters where you do it.
  • 38. @debramastaler #SMX©Alliance-Link.com Foundational Credibility links Establish trust signals: Chamber of Commerce Better Business Bureau Industry associations
  • 39. @debramastaler #SMX©Alliance-Link.com Establish and support local links and signals: List of 50 local business directories WhiteSpark Local Citation Finder Foundational Credibility links
  • 40. Video Articles Coupons Photos Contests Downloads Employment BlogAffiliate Foundational Links | Niche Directories
  • 41. @debramastaler #SMX©Alliance-Link.com Directory Source General Affiliate http://website101.com/affiliate/directory-listings/ Blog http://www.web-directories.ws/Press/Blogs/ Coupons http://www.onlinecoupon.com/web-directories/ Downloads http://www.dmoz.org/Computers/Software/Shareware/Directories/ Photos http://en.wikipedia.org/wiki/List_of_photo_sharing_websites RSS http://www.toprankblog.com/rss-blog-directories/ Video http://www.fridaytrafficreport.com/list-of-29-free-video-sharing-sites/ Avoid using free general directories and making directory links a large % of your backlinks. Foundational Directory submissions
  • 42. @debramastaler #SMX©Alliance-Link.com Foundational Broken links Reclaiming links Replace broken links on other people’s pages with your links. Tool Free/Paid Chrome Plug-in (Check My Links) free Ontolo paid Citation Labs paid
  • 43. @debramastaler #SMX©Alliance-Link.com Universal Image links Offer images and/or content in exchange for link credit Search for blogs (keyword + blog) You must own the image!
  • 44. @debramastaler #SMX©Alliance-Link.com Universal Image links Cinemagraphs = animated GIF format. Inexpensive alternative to video
  • 45. @debramastaler #SMX©Alliance-Link.com Universal Image links  Create an on-site photo gallery  Offer images in exchange for links to your customer list first  Issue press release when gallery goes live
  • 46. @debramastaler #SMX©Alliance-Link.com Universal Image links When you find someone using your image without linking back, write and ask for the link. tisk tisk….
  • 47. @debramastaler #SMX©Alliance-Link.com Content Sourcing Guest blogging How do I get influential bloggers to accept my guest post? Mutual friend introduction Point of commonality Showcase past writing Flaunt Twitter/Facebook/G+ followers
  • 48. @debramastaler #SMX©Alliance-Link.com Content Sourcing Guest blogging Prospecting for blogs Keyword + Submit a guest post Keyword + join writing staff Keyword + Submit an article Keyword + Contribute to our site Keyword + Write for us Keyword + Suggest a guest post Keyword + guest writer Keyword + Submit blog post Tools: SoloSEO Link (free) | Link Prospector | Ontolo Directories: Google Blog Directory, Technorati Blog Directory Blogrolls Tip: Lock in your blogging gigs
  • 49. @debramastaler #SMX©Alliance-Link.com Content Sourcing Article sourcing Q: Where can I find quality sources (not blogs) to host my content? A: Find authors and you’ll find sources Author + Keyword Writer Keyword Guide Keyword Columnist Keyword Contributor Keyword Editor Keyword Freelance writer Keyword
  • 50. @debramastaler #SMX©Alliance-Link.com Content Sourcing Article sourcing Where else can I find authors and article sources? Wikipedia Association directories eBook directories Topix Magazine lists (magazine-directory.com) Sharon Naylor – written for 7 magazines and 14 blogs Great way to find a copywriter
  • 51. @debramastaler #SMX©Alliance-Link.com Attraction Content Product Reviews Keep your best material on your site Promote: 1. via email 2. social networks 3. media Turn best content into permanent pages Evergreen!
  • 52. @debramastaler #SMX©Alliance-Link.com Attraction Content Product reviews Written (with images) and video best Create presos (Slideshare) and infographics Create Pinterest/Flickr with images Bundle review into ebooks The content gift that keeps on giving…
  • 53. Little tip that works every time Back link any video with high views and comments using your keywords in You Tube and Google. @debramastaler #SMX©Alliance-Link.com
  • 54. @debramastaler #SMX©Alliance-Link.com Tip Lightening Round • Turn all written content into Podcasts, upload to iTunes and podcast directories • Widgets not a good idea unless you can control where they are placed. • Contests, sponsorships, scholarships, etc – all good ideas but one-off tactic. • Follow key media on Twitter, engage. • Fax press releases directly to media, forget the release outlets. • Find an SEO forum/community and start listening/sharing. • Use TalkWalker.com instead of Google Alerts. • Circle Count tool to find G+ influencers.
  • 55. Key Takeaways: @debramastaler #SMX©Alliance-Link.com 1. Keep the key components of link popularity in mind when building links. 2. Always look for partner sites with social sharing especially G+. 3. Don’t scrimp on a copywriter. 4. Invest in SEO/link tools after using free trials 5. Budget the bulk of your resources into creating evergreen content. 6. Add email capture to everything, put content behind it or “content for a tweet”. 7. Remember… it’s not what you do, it’s where you do it that matters.
  • 56. Thank you! Debra Mastaler ADDRESS : Fairfax Station, Virginia EMAIL : debra@alliance-link.com WWW : www.alliance-link.com www.linkspiel.com @debramastaler Alliance-Link on Facebook Google+ I specialize in creating targeted link marketing plans for large and small business. If you need a list of content ideas and titles plus a list of sites to contact for placement, check out my Link Building Blueprint program on Alliance-Link.com. ~Debra
  • 57. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #