External Linking - Andrew Girdwood - BigMouthMedia
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Transcript

  • 1.  
  • 2. Oh my god; another presentation about link building. What? From a white hat guy too?
  • 3.  
  • 4. Who the heck am I?
    • Andrew Girdwood
    • Head of Search at bigmouthmedia
    • … but also an affiliate 
    • Supposed to put soft sales text in here
    • Talk about how capable we are
    • Talk about how large our European footprint is
    • Talk about how we’ve never lost a football match to an affiliate network
  • 5. Types of Links
  • 6. Types of links
    • The ones you make
      • Some count
      • Some don’t
    • The ones you get given
      • Some count
      • Some don’t
    • The ones Google hates
      • Some count until Google catches them
      • Others count against from you the outset
  • 7. Oh Google, what are you doing now?
  • 8. Goodbye directory links?
    • On the 2 nd of October Google made an important change to their webmaster guidelines. Google stopped recommending directory submissions.
    • A single line of text was removed. It read; “Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.”
  • 9. JohnMu to the rescue! Again.
    • Google’s JohnMu helps frame the situation for us. Writing in Google Groups he said;
      • “ I wouldn't necessarily assume that we're devaluing Yahoo's links, I just think it's not one of the things we really need to recommend. If people think that a directory is going to bring them lots of visitors (I had a visitor from the DMOZ once), then it's obviously fine to get listed there. It's not something that people have to do though :-).” 
  • 10. John Who? What did Matt Cutts say?
    • Does the directory reject urls? If every url passes a review, the directory gets closer to just a list of links or a free-for-all link site.
    • What is the quality of urls in the directory? Suppose a site rejects 25% of submissions, but the urls that are accepted/listed are still quite low-quality or spammy. That doesn't speak well to the quality of the directory.
    • If there is a fee, what's the purpose of the fee? For a high-quality directory, the fee is primarily for the time/effort for someone to do a genuine evaluation of a url or site.
  • 11. Do I think directories are dead?
    • I think easy directories are dead.
    • Quality directories will still be beneficial.
    • What does this mean to affiliates?
    • Most directories prefer to link to homepages.
    • This makes it easier for a small site about a specific product to benefit from directory links than it for a large retailer to directory link to product pages.
  • 12. He’s going to talk about paid links!
  • 13. Report Paid Links!
    • Level the playing field
    • Earn kudos for your Webmaster Console login
    • Help underline the value of affiliate marketing and commissions
  • 14. Spotting Paid Links
  • 15. Yahoo Pipes – Link Watch
  • 16. Making your own Link
  • 17. Should it work?
  • 18. Articles and PRs
  • 19. Submission to editorially controlled sites
  • 20. Crash Course
    • Social profile pages
    • Activity stream sites
    • Syndicated RSS feeds
    • Comments and forum citations
    • HTML gadgets and widgets
    • Memes and virals
    • Bios and profile pages for conferences and expos
    • Press interviews
  • 21. Can you make other people link to you?
  • 22. Be a suck up (virtual networking)
    • Many of the most popular affiliate and search blogs became popular because the author is a good networker;
      • Leave comments
      • Ask questions via Twitter, etc
      • Give you reason to get involved in their blog
    • You don’t need a blog to do this;
      • Shop sites have reviews and editorials
      • Travel and Finance sites can cite resources
  • 23. Offer soft incentives
  • 24. Become hated (virtual networking)
  • 25. Be quick. Have a target audience.
    • Who’s most likely to blog about you?
    • Write something that’ll interest them
      • More risky; contact them and see if you can get some friendly communication going
  • 26. Give your URL to the linkers
  • 27. Twitter Credits!
    • http://www.flickr.com/photos/mpwillis/283144228/
    • http://www.flickr.com/photos/pigstyave/367353091/
    • http://www.flickr.com/photos/restlessglobetrotter/2166068194/
    • http://www.flickr.com/photos/cobalt/425231402/
    • http://www.flickr.com/photos/iainb/162799808/
    • http://www.flickr.com/photos/dhammza/1381101959/
    • http://www.flickr.com/photos/jlunar/298456969/
    • http://www.flickr.com/photos/lon/275039534/
    • http://www.flickr.com/photos/gustavog/4557105/
  • 28. Thank you!
    • Andrew Girdwood
    • [email_address]
    • Twitter: AndrewGirdwood
    • FriendFeed: AndrewGirdwood
    • Blog: blog.arhg.net