PENGUIN
PROOF
LINK
BUILDING
#
Roger Montti
MartiniBuster.com
@MartiniBuster
#SMX #11B
October 1, 2013
#
Penguin Proof Link Building
1. Background
2. Links to avoid
3. Penguin proof strategy
Part 1. Background: Penguin and Links
Unnatural links
Q. What are unnatural links?
A. Links that are under the control of
...
Part 1. Background: Penguin and Links
Unnatural links
Q. What are natural links?
A. Links that are given as part of an
ind...
Part 1. Background: Penguin and Links
Unnatural links
“Natural” and “unnatural” are
words used in the context of
statistic...
Part 1. Background: Penguin and
Links
Unnatural links
Graph depicting web pages with
embedded links
Red = Natural
Blue = S...
Part 1. Background: Penguin and
Links
Unnatural links
Graph depicting number of links
referring to a page
Red = Natural
Bl...
Part 1. Background: Penguin and
Links
Unnatural links
More information on pattern recognition:
How Search Engines Use Patt...
Part 2. Links to avoid
Unnatural links
Examples of Unnatural links
•SEO friendly anchor text in body of guest
posts
•SEO f...
Part 2. Links to avoid
Unnatural links
Part 2. Links to avoid
Unnatural links
Excessive use of optimized
anchor text can be interpreted
as an attempt to manipula...
Part 2. Links to avoid
Google’s position on guest posts
“…if you’re submitting articles for
your website, or your client’s...
Part 2. Links to avoid
Unnatural links
Guest posts – article marketing
Understand “legit” industry practices
Avoid optimiz...
Part 2. Links to avoid
Google on infographics & widgets
Question:
"What should we do with embeddable codes
in things like ...
Part 2. Links to avoid
Unnatural links
Infographics & Widgets – Litmus Test
Are these freely given editorial citations?
Is...
Part 3. Penguin Proof Strategy
Natural links
How to adapt a guest post strategy
1. Do not attempt to manipulate the algo
2...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
Goal: Leverage niche audience for links
Strategy Overv...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
1. Step by Step Example: Travel Destination Site
a. Ex...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
Identify and join vegetarian, vegan,
& celiac (gluten ...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
2. Examples of sites to acquire membership from:
North...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
2. Leverage your membership in vegetarian organization...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
3. Commence the outreach phase
Contact ALL vegan, vege...
Part 3. Penguin Proof Strategy
A Method for Acquiring Natural Links
Summary
Outreach to the identified sites to promote yo...
Penguin Proof Strategy
Roger Montti - martinibuster.com
- Independent web publisher
- BusinessWeek Best of the Web Award
-...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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Penguin Proof Link Building Tips by Roger Montti

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From SMX East 2013 / SearchMarketingExpo.com - Penguin Proof Building - #SMX #11B by @martinibuster.


Slide deck from speaker Roger Montti on Penguin Proof Link Building - featuring link building best practices and sample strategies that site owners can employ to build traffic and acquire links naturally.

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Transcript of "Penguin Proof Link Building Tips by Roger Montti"

  1. 1. PENGUIN PROOF LINK BUILDING # Roger Montti MartiniBuster.com @MartiniBuster #SMX #11B October 1, 2013 #
  2. 2. Penguin Proof Link Building 1. Background 2. Links to avoid 3. Penguin proof strategy
  3. 3. Part 1. Background: Penguin and Links Unnatural links Q. What are unnatural links? A. Links that are under the control of the website receiving the links.
  4. 4. Part 1. Background: Penguin and Links Unnatural links Q. What are natural links? A. Links that are given as part of an independent editorial choice, in the context of a citation or recommendation.
  5. 5. Part 1. Background: Penguin and Links Unnatural links “Natural” and “unnatural” are words used in the context of statistical analysis. Establish a baseline for normal Sites outside of the baseline are generally spam
  6. 6. Part 1. Background: Penguin and Links Unnatural links Graph depicting web pages with embedded links Red = Natural Blue = Spam From: Spam, Damn Spam, and Statistics Using statistical analysis to locate spam web pages http://webdb2004.cs.columbia.edu/papers/1-1.pdf
  7. 7. Part 1. Background: Penguin and Links Unnatural links Graph depicting number of links referring to a page Red = Natural Blue = Spam From: Spam, Damn Spam, and Statistics Using statistical analysis to locate spam web pages http://webdb2004.cs.columbia.edu/papers/1-1.pdf
  8. 8. Part 1. Background: Penguin and Links Unnatural links More information on pattern recognition: How Search Engines Use Patterns to Identify Link Spam http://www.martinibuster.com/?p=247
  9. 9. Part 2. Links to avoid Unnatural links Examples of Unnatural links •SEO friendly anchor text in body of guest posts •SEO friendly anchor text in footer of article •SEO friendly links in widgets
  10. 10. Part 2. Links to avoid Unnatural links
  11. 11. Part 2. Links to avoid Unnatural links Excessive use of optimized anchor text can be interpreted as an attempt to manipulate the search engine and result in an unnatural links warning.
  12. 12. Part 2. Links to avoid Google’s position on guest posts “…if you’re submitting articles for your website, or your client’s websites and you’re including links to those websites there, then that’s probably something I’d nofollow because those aren’t essentially natural links from that website.” John Mueller Google Original source: http://bit.ly/193G9RP
  13. 13. Part 2. Links to avoid Unnatural links Guest posts – article marketing Understand “legit” industry practices Avoid optimized anchor text & in-content links Avoid advertorials
  14. 14. Part 2. Links to avoid Google on infographics & widgets Question: "What should we do with embeddable codes in things like widgets and infographics?” Answer: "I would recommend putting a nofollow, especially on widgets... depending on your scale of the stuff you're doing with infographics you might consider putting a rel-nofollow on infographic links as well." Matt Cutts Google Engineer Original source: http://youtu.be/PvR_8aGEc98
  15. 15. Part 2. Links to avoid Unnatural links Infographics & Widgets – Litmus Test Are these freely given editorial citations? Is anchor text intended to influence algorithm? Are these citations or “Credit” links? Infographics & Widgets can be safely adapted
  16. 16. Part 3. Penguin Proof Strategy Natural links How to adapt a guest post strategy 1. Do not attempt to manipulate the algo 2. Adhere to industry standards for bylines that are used at major publishers 3. Do not make it your sole link strategy
  17. 17. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links Goal: Leverage niche audience for links Strategy Overview Seek out an under-served subtopic of your niche, then create a useful section that addresses a need for that niche. The idea is to create a compelling reason to link to the site. Compelling: "Evoking interest, attention, or admiration in a powerfully irresistible way."
  18. 18. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links 1. Step by Step Example: Travel Destination Site a. Extensively research gluten free, vegan and vegetarian dining b. Conduct interviews with lodging and restaurant owners that offer vegetarian options c. Locate the local chapter of the Celiac Sprue Association (non-profit advocacy group for people who are gluten free) and interview them for a local angle. http://www.csaceliacs.info/find.jsp d. Create articles about gluten free, vegan and vegetarian destinations
  19. 19. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links Identify and join vegetarian, vegan, & celiac (gluten free) organizations
  20. 20. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links 2. Examples of sites to acquire membership from: North American Vegetarian Society http://www.navs-online.org/join-renew/index.php The Vegan Society http://www.vegansociety.com/membership.aspx The Vegetarian Society https://www.vegsoc.org/join
  21. 21. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links 2. Leverage your membership in vegetarian organizations Place membership badges at the top of your relevant pages. This gives you near instant trust with the groups you will be targeting with your content.
  22. 22. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links 3. Commence the outreach phase Contact ALL vegan, vegetarian, & celiac sites and obtain free links from pages like this: http://www.farmusa.org/links.htm There are over 250 potential link targets on That one page alone. Every site listed there is The starting point for discovering several Hundred more link acquisition targets. b. Contact EVERY blog listed on a page and in the blogrolls of those blogs and ask for a link/interview/article about your content.
  23. 23. Part 3. Penguin Proof Strategy A Method for Acquiring Natural Links Summary Outreach to the identified sites to promote your tailored content via free link campaigns and blog opportunities. This method is flexible and can be adapted to a wide range of niche topics. The Useful Content Campaign will result in: -hundreds to thousands of natural and relevant links -build awareness of your site -create positive feelings for your site (goodwill) -generate word of mouth traffic and referrals Rankings generally follow!
  24. 24. Penguin Proof Strategy Roger Montti - martinibuster.com - Independent web publisher - BusinessWeek Best of the Web Award - Consultant - Vice President of Verticals: BOTW.org -Link development moderator at WebmasterWorld.com since 2003 More link building ideas at Martinibuster.com Link building newsletter: http://www.martinibuster.com/newsletter/
  25. 25. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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