Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft
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Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft






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    Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft Presentation Transcript

      Patrick Altoft
      Director of Search, Branded3
    • Affiliates & SEO
      Big advantage because sites can easily be edited & optimised compared to big organisations
      Big disadvantage because affiliates struggle to get natural links unless they are brands
      An SEO savvy affiliate can always get rankings if they have the right strategy & can think big
    • Search Engine Optimisation
      Most people think SEO is about
      Page titles
      Meta tags
      Site structure
      On-site optimisation is enough to rank for very uncompetitive keywords
      When all your competitors sites are well optimised who gets to be number 1?
    • Links are the most important ranking factor
      Links are what Google uses to differentiate between similar websites
    • Links and PageRank
      This isn’t new......
      Since 1998 links have formed the basis of the Google algorithm
      PageRank is a probability distribution used to represent the likelihood that a person randomly clicking on links will arrive at any particular page.
      The pages that have the most incoming links are deemed more important.
    • PageRank≠ rankings
      PageRank is quite inaccurate – a higher PR does not necessarily mean higher rankings
    • Research & Analysis Toolset
      Yahoo Site Explorer for quick checks (from SEOmoz)
      Advanced knowledge of Microsoft Excel
    • Majestic SEO
    • Competitor analysis
      Identify 20 target keywords
      Record domains ranking in top 20 search results for each keyword
      Remove duplicate sites
    • Competitor analysis
      Export all links to Excel
    • Competitor analysis
      Repeat for all competitors to create one giant Excel document
      Remove duplicate linking domains
      Sort by Domain Authority or Page Authority
    • Competitor analysis
      Use filters to find valuable links
      URL contains , .edu , .gov , .nhs
      Anchor text contains target keyword
    • Visualising your link profile
    • Case study – “mobile phones”
      Competitive keyword
      Good mixture of brands & affiliate sites
      Sites have lots of links
    • Anchor text visualisation
    • T Mobile
    • Phones 4U
    • Dial-a-Phone
    • O2
    • Carphone Warehouse
    • Carphone Warehouse
      Pivot table
      Find top 10 anchor texts by count
    • Brand link authority
    • Link authority
    • Carphone Warehouse Link Profile
    • Unnatural Link Profile
    • Unnatural Link Profile
    • Brand Links
    • Keyword links
    • Is this a fluke?
    • The importance of brand links
      We tested 30 highly commercial UK keywords
      Every single keyword followed the same pattern: sites with large brand link authority rank higher
      Non-brands are using branded anchor text links to make Google believe they are brands
    • What about anchor text & paid links?
      Most people think that paid or unnatural links are devalued based on the site that they are placed on
      For example if the site is openly selling links and putting groups of paid links in sidebars or footers...
    • Naturalness
      What we found is that Google appears to be doing the opposite
      They are devaluing links based on the “naturalness” of a sites link profile
      Sites with very natural link profiles can use obvious spammy or paid links with immediate positive results
      The same links pointed to a site with lesser brand authority are devalued and have no effect
      Very obvious if you do reputation management
    • Implications
      To succeed in Google a site needs to have a high amount of “natural” links with more brand authority than competitors
      If you don’t have this authority already you need to create it
      Once you have brand authority you only need a very small number of anchor text links to rank
    • Good news
      It’s a lot easier to get brand anchor text than keyword anchor text in links
      Very few people know about this so you can get a head start on your competitors
    • Easy 4 step strategy
      Analyse industry & find out how much brand authority the leading sites have
      Find out how much keyword anchor text link authority they have
      Analyse your link profile and build up your brand authority so it’s higher than your competitors
      Then build your keyword authority until you hit the top
    • Content syndication
      When looking for brand anchor text this is highly effective
      PR News Wire
      Article syndication systems
      Blog networks that syndicate content
      Guest posts
    • Replicating competitor links
      Think about why each link was given
      Is it a paid link?
      Did the company attend a trade show or event?
      Is it from one of their business partners?
      What are your chances of getting the link?
    • Link QA process
      Some links are better than others
      If we’re paying for a link is it worth the money?
    • Link QA
    • Exchange links
      This still works very well
      Try not to use links pages
      Set up partnerships with bloggers where you link to them and they link to you once a week
      Do this with 10 people and you get 520 links per year
    • Making contact
      Speak to people over the phone
      Send personal emails, one by one, to people who run relevant websites
      Make sure it doesn’t start with “Dear Webmaster”
      Ask about advertising
      Ask bloggers if they accept guest posts
      Every time you get a link ask the site owner if they have any more sites
    • Design
      Invest in stunning design
      Design makes a site more linkable
      Improving linkability dramatically increases the efficiency of your campaign
      Allows the site to be featured in CSS galleries
    • Content
      People don’t generally link to commercial content
      Informational content attracts lots of free links
      Think about added value
      Good content improves linkability
    • Paying for links
      Google is against buying & selling links
      Any links that appear to be paid are likely to be devalued unless you have brand authority
      This is risky & delivers low ROI
      If you choose to buy links sure they appear 100% natural
      Be wary about using high profile link sellers......
      Always try to get permanent links
    • Don’t become a headline
      Buying links is a risk, do it right or don’t do it at all
    • Infographics
    • Graphs
    • Tips for linkbait
      Make friends with all the bloggers in your industry
      When you have a good article email each one of them individually
      Highly effective
    • Tools for link building
    • Tools for link building
    • Some final points
      Link-building is a very difficult task
      Results can take a long time to deliver
      Analyse the industry and your link profile to understand what type of links you need
      Don’t rely on natural link-building in the hope that you will get to the top eventually - you won’t
      Don’t assume that your big brand competitors who are using paid links will be penalised – they won’t
    • Learning more
      Read - UK’s largest blog about SEO with over 10,000 daily readers
      Email for free SEO advice
      Visit our website at