3. Topics to Cover
3ADLIFT CONFIDENTIAL
• Is Link Building a waste of time ?
• What works
• What doesn’t work
• Penguin/Panda Recovery
@puriprashant
4. 4
Lets get back to the basics for a minute
The Anatomy of a Large-Scale Hypertextual Web Search Engine
• Sergey Brin and Lawrence Page
http://infolab.stanford.edu/~backrub/google.html
• “In this paper, we present Google, a prototype of a large-scale search
engine which makes heavy use of the structure present in hypertext.”
ADLIFT CONFIDENTIAL
@puriprashant
4
5. Quality Link Building
In the past, the page with the most high-quality, relevant links won.
A B
Website Website
Link
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Link Link
Link
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Link Link
Link
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WINNER!
ADLIFT CONFIDENTIAL
@puriprashant
5
6. Quality Signal Building
A B
Website Website
Link
Link
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WINNER!
Now, the page with the most high-quality, relevant signals wins.
Facebook
Twitter
Usage
Data
Local
Citations
Sentiment
Analysis
Latent
Symantic
Indexing
Avoiding
Over-optimization
ADLIFT CONFIDENTIAL
@puriprashant
6
7. 3 Leading Sites in the “Shoes” Vertical
7ADLIFT CONFIDENTIAL
@puriprashant
Debenhams
drives 5X the
amount if SEO
Traffic/Visibility
10. Jun-11 Jul-11 Aug-11
SEO Visits - Leading Mobile Website
SEO Visits
Sustainable SEO
requires scalable
long term
investment
A couple of slides in.
… I’ll give everyone
the latest..
Traffic Doubles in 2
months
16. The Ideal Anchor Text Variation
16ADLIFT CONFIDENTIAL
@puriprashant
50%
20%
15%
5%
10%
Anchor Text Distribu on
Brand Keywords
Exact Match
Phrase Match
Click Here/Image
Irrelevant Non Brand
17. Quality Link Development Takes Time.. But it Works
17ADLIFT CONFIDENTIAL
1. Identify target sites
2. Follow bloggers on twitter
3. Comment (not spam) on their blog articles
4. Reach out with quality articles/opportunites
@puriprashant
18. Bonus Tip – Help The Bloggers fix Broken Links
18ADLIFT CONFIDENTIAL
@puriprashant
• Hey Blogger – I’m a frequent your site and noticed a couple of broken
links.. Thought you should know.
• Tools that help identify broken links
• Domain Hunter
• Xenu
• Screaming frog
23. What does a Penguin/Panda Penalty Look Like?
23ADLIFT CONFIDENTIAL
@puriprashant
24. What Causes it ? The “Complete Link Building Solution”
Does
24ADLIFT CONFIDENTIAL
@puriprashant
25. How To Recover ? Check for..
25ADLIFT CONFIDENTIAL
• Steeeeeep Link growth rate
@puriprashant
26. How To Recover ? Check for..
26ADLIFT CONFIDENTIAL
• Anchor Text Variation
@puriprashant
30
70
Anchor Text Segmenta on
Brand
Non Brand
27. How To Recover ? Check for..
27ADLIFT CONFIDENTIAL
• Spam Links - Build a spreadsheet that analyzes the following:
• Page Rank
• Domain Authority
• # on incoming links
• # of out going links
• Other paid links on the site
• Comments on the blogs
• Social presence
• Tools
• aHrefs
• OpenSiteExplorer
• MajesticSEO
• Google Webmaster
@puriprashant
28. How To Recover ? Reach out
28ADLIFT CONFIDENTIAL
• Reverse IP Lookup
• Email
• Call
TRACK EVERYTHING
@puriprashant
29. How To Recover ? Reconsideration Request & Disavow
29ADLIFT CONFIDENTIAL
@puriprashant
32. REALITY: You
can believe
what you like..
But I like to
believe the DataJun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
SEO Visits - Leading Mobile Website
35. About us & Our Achievements
ADLIFT CONFIDENTIAL 35
• Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions
for online businesses in the North American, UK and APAC markets
• AdLift has assembled a world-class technical team of search marketing experts from firms such as
Yahoo, eBay, and IAC
• 15+ person team – business development and account management located in Palo Alto, CA.