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ADVANCED <br />LINK BUILDING STRATEGIES<br />FOR AFFILIATE SITES<br />Patrick Altoft<br />Director of Search, Branded3<br />
Affiliates & SEO<br />Big advantage because sites can easily be edited & optimised compared to big organisations<br />Big ...
Search Engine Optimisation<br />Most people think SEO is about<br />Keywords <br />Page titles  <br />Meta tags<br />Site ...
Links are the most important ranking factor<br />Links are what Google uses to differentiate between similar websites<br />
Links and PageRank<br />This isn’t new......<br />Since 1998 links have formed the basis of the Google algorithm<br />Page...
PageRank≠ rankings<br />PageRank is quite inaccurate – a higher PR does not necessarily mean higher rankings<br />
Research & Analysis Toolset<br />Yahoo Site Explorer for quick checks<br />OpenSiteExplorer.org (from SEOmoz)<br />Majesti...
Majestic SEO<br />
Competitor analysis<br />Identify 20 target keywords<br />Record domains ranking in top 20 search results for each keyword...
Competitor analysis<br />Export all links to Excel<br />
Competitor analysis<br />Repeat for all competitors to create one giant Excel document<br />Remove duplicate linking domai...
Competitor analysis<br />Use filters to find valuable links<br />URL contains .ac.uk , .edu , .gov , .nhs<br />Anchor text...
Visualising your link profile<br />
Case study – “mobile phones”<br />Competitive keyword<br />Good mixture of brands & affiliate sites<br />Sites have lots o...
Anchor text visualisation<br />Wordle.net<br />
mobilejazz.co.uk<br />
T Mobile<br />
Bestcontractmobilephone.co.uk<br />
Phones 4U<br />
Onestopphoneshop.co.uk<br />
Dial-a-Phone<br />
O2<br />
Mobiles.co.uk<br />
Carphone Warehouse<br />
Carphone Warehouse<br />Pivot table<br />Find top 10 anchor texts by count<br />
Brand link authority<br />
Link authority<br />
Carphone Warehouse Link Profile<br />
Unnatural Link Profile<br />
Unnatural Link Profile<br />
Brand Links<br />
Keyword links<br />
Is this a fluke?<br />
The importance of brand links<br />We tested 30 highly commercial UK keywords<br />Every single keyword followed the same ...
What about anchor text & paid links?<br />Most people think that paid or unnatural links are devalued based on the site th...
Naturalness<br />What we found is that Google appears to be doing the opposite<br />They are devaluing links based on the ...
Implications<br />To succeed in Google a site needs to have a high amount of “natural” links with more brand authority tha...
Good news<br />It’s a lot easier to get brand anchor text than keyword anchor text in links<br />Very few people know abou...
Easy 4 step strategy<br />Analyse industry & find out how much brand authority the leading sites have<br />Find out how mu...
Content syndication<br />When looking for brand anchor text this is highly effective<br />MarketWire<br />PRweb<br />PR Ne...
Replicating competitor links<br />Think about why each link was given<br />Is it a paid link?<br />Did the company attend ...
Link QA process<br />Some links are better than others<br />If we’re paying for a link is it worth the money?<br />
Link QA<br />
Exchange links<br />This still works very well<br />Try not to use links pages<br />Set up partnerships with bloggers wher...
Making contact<br />Speak to people over the phone<br />Send personal emails, one by one, to people who run relevant websi...
Design<br />Invest in stunning design<br />Design makes a site more linkable<br />Improving linkability dramatically incre...
Content<br />People don’t generally link to commercial content<br />Informational content attracts lots of free links<br /...
Paying for links<br />Google is against buying & selling links<br />Any links that appear to be paid are likely to be deva...
Don’t become a headline<br />Buying links is a risk, do it right or don’t do it at all<br />
Infographics<br />
Graphs<br />
Tips for linkbait<br />Make friends with all the bloggers in your industry<br />When you have a good article email each on...
Tools for link building<br />
Tools for link building<br />
Some final points<br />Link-building is a very difficult task<br />Results can take a long time to deliver<br />Analyse th...
Learning more<br />Read Blogstorm.co.uk - UK’s largest blog about SEO with over 10,000 daily readers<br />Email patrick@br...
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Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft

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Transcript of "Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft"

  1. 1. ADVANCED <br />LINK BUILDING STRATEGIES<br />FOR AFFILIATE SITES<br />Patrick Altoft<br />Director of Search, Branded3<br />
  2. 2. Affiliates & SEO<br />Big advantage because sites can easily be edited & optimised compared to big organisations<br />Big disadvantage because affiliates struggle to get natural links unless they are brands<br />An SEO savvy affiliate can always get rankings if they have the right strategy & can think big<br />
  3. 3. Search Engine Optimisation<br />Most people think SEO is about<br />Keywords <br />Page titles <br />Meta tags<br />Site structure<br />On-site optimisation is enough to rank for very uncompetitive keywords<br />When all your competitors sites are well optimised who gets to be number 1?<br />
  4. 4. Links are the most important ranking factor<br />Links are what Google uses to differentiate between similar websites<br />
  5. 5. Links and PageRank<br />This isn’t new......<br />Since 1998 links have formed the basis of the Google algorithm<br />PageRank is a probability distribution used to represent the likelihood that a person randomly clicking on links will arrive at any particular page.<br />The pages that have the most incoming links are deemed more important.<br />
  6. 6. PageRank≠ rankings<br />PageRank is quite inaccurate – a higher PR does not necessarily mean higher rankings<br />
  7. 7. Research & Analysis Toolset<br />Yahoo Site Explorer for quick checks<br />OpenSiteExplorer.org (from SEOmoz)<br />MajesticSEO.com<br />Advanced knowledge of Microsoft Excel<br />Wordle.net<br />
  8. 8. Majestic SEO<br />
  9. 9. Competitor analysis<br />Identify 20 target keywords<br />Record domains ranking in top 20 search results for each keyword<br />Remove duplicate sites<br />
  10. 10. Competitor analysis<br />Export all links to Excel<br />
  11. 11. Competitor analysis<br />Repeat for all competitors to create one giant Excel document<br />Remove duplicate linking domains<br />Sort by Domain Authority or Page Authority<br />
  12. 12. Competitor analysis<br />Use filters to find valuable links<br />URL contains .ac.uk , .edu , .gov , .nhs<br />Anchor text contains target keyword<br />
  13. 13. Visualising your link profile<br />
  14. 14. Case study – “mobile phones”<br />Competitive keyword<br />Good mixture of brands & affiliate sites<br />Sites have lots of links<br />
  15. 15. Anchor text visualisation<br />Wordle.net<br />
  16. 16. mobilejazz.co.uk<br />
  17. 17. T Mobile<br />
  18. 18. Bestcontractmobilephone.co.uk<br />
  19. 19. Phones 4U<br />
  20. 20. Onestopphoneshop.co.uk<br />
  21. 21. Dial-a-Phone<br />
  22. 22. O2<br />
  23. 23. Mobiles.co.uk<br />
  24. 24. Carphone Warehouse<br />
  25. 25. Carphone Warehouse<br />Pivot table<br />Find top 10 anchor texts by count<br />
  26. 26. Brand link authority<br />
  27. 27. Link authority<br />
  28. 28. Carphone Warehouse Link Profile<br />
  29. 29. Unnatural Link Profile<br />
  30. 30. Unnatural Link Profile<br />
  31. 31. Brand Links<br />
  32. 32. Keyword links<br />
  33. 33. Is this a fluke?<br />
  34. 34. The importance of brand links<br />We tested 30 highly commercial UK keywords<br />Every single keyword followed the same pattern: sites with large brand link authority rank higher<br />Non-brands are using branded anchor text links to make Google believe they are brands<br />
  35. 35. What about anchor text & paid links?<br />Most people think that paid or unnatural links are devalued based on the site that they are placed on<br />For example if the site is openly selling links and putting groups of paid links in sidebars or footers...<br />
  36. 36. Naturalness<br />What we found is that Google appears to be doing the opposite<br />They are devaluing links based on the “naturalness” of a sites link profile<br />Sites with very natural link profiles can use obvious spammy or paid links with immediate positive results<br />The same links pointed to a site with lesser brand authority are devalued and have no effect<br />Very obvious if you do reputation management<br />
  37. 37. Implications<br />To succeed in Google a site needs to have a high amount of “natural” links with more brand authority than competitors<br />If you don’t have this authority already you need to create it<br />Once you have brand authority you only need a very small number of anchor text links to rank<br />
  38. 38. Good news<br />It’s a lot easier to get brand anchor text than keyword anchor text in links<br />Very few people know about this so you can get a head start on your competitors<br />
  39. 39. Easy 4 step strategy<br />Analyse industry & find out how much brand authority the leading sites have<br />Find out how much keyword anchor text link authority they have<br />Analyse your link profile and build up your brand authority so it’s higher than your competitors<br />Then build your keyword authority until you hit the top<br />
  40. 40. Content syndication<br />When looking for brand anchor text this is highly effective<br />MarketWire<br />PRweb<br />PR News Wire<br />Etc<br />Article syndication systems<br />Blog networks that syndicate content<br />Guest posts<br />
  41. 41. Replicating competitor links<br />Think about why each link was given<br />Is it a paid link?<br />Did the company attend a trade show or event?<br />Is it from one of their business partners?<br />What are your chances of getting the link?<br />
  42. 42. Link QA process<br />Some links are better than others<br />If we’re paying for a link is it worth the money?<br />
  43. 43. Link QA<br />
  44. 44. Exchange links<br />This still works very well<br />Try not to use links pages<br />Set up partnerships with bloggers where you link to them and they link to you once a week<br />Do this with 10 people and you get 520 links per year<br />
  45. 45. Making contact<br />Speak to people over the phone<br />Send personal emails, one by one, to people who run relevant websites<br />Make sure it doesn’t start with “Dear Webmaster”<br />Ask about advertising<br />Ask bloggers if they accept guest posts<br />Every time you get a link ask the site owner if they have any more sites<br />
  46. 46. Design<br />Invest in stunning design<br />Design makes a site more linkable<br />Improving linkability dramatically increases the efficiency of your campaign<br />Allows the site to be featured in CSS galleries<br />
  47. 47. Content<br />People don’t generally link to commercial content<br />Informational content attracts lots of free links<br />Think about added value<br />Guides<br />Reviews<br />Blog<br />News<br />Photos<br />Good content improves linkability<br />
  48. 48. Paying for links<br />Google is against buying & selling links<br />Any links that appear to be paid are likely to be devalued unless you have brand authority <br />This is risky & delivers low ROI<br />If you choose to buy links sure they appear 100% natural<br />Be wary about using high profile link sellers......<br />Always try to get permanent links<br />
  49. 49. Don’t become a headline<br />Buying links is a risk, do it right or don’t do it at all<br />
  50. 50. Infographics<br />
  51. 51. Graphs<br />
  52. 52. Tips for linkbait<br />Make friends with all the bloggers in your industry<br />When you have a good article email each one of them individually<br />Highly effective<br />
  53. 53. Tools for link building<br />
  54. 54. Tools for link building<br />
  55. 55. Some final points<br />Link-building is a very difficult task<br />Results can take a long time to deliver<br />Analyse the industry and your link profile to understand what type of links you need<br />Don’t rely on natural link-building in the hope that you will get to the top eventually - you won’t<br />Don’t assume that your big brand competitors who are using paid links will be penalised – they won’t<br />
  56. 56. Learning more<br />Read Blogstorm.co.uk - UK’s largest blog about SEO with over 10,000 daily readers<br />Email patrick@branded3.com for free SEO advice <br />Visit our website at Branded3.com<br />
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