The Fundamentals of Link Building - Adam Audette

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The fundamentals of link building for search engine optimization. Presentation given by Adam Audette at Searchfest in 2008.

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The Fundamentals of Link Building - Adam Audette

  1. 1. Link Building Fundamentals <ul><li>Presented by </li></ul><ul><li>Adam Audette </li></ul><ul><li>www.AudetteMedia.com </li></ul>
  2. 2. A Brief History <ul><li>MMG offered SEO and link building in 1996 </li></ul><ul><li>“ Webmaster’s Guide to Search Engines” </li></ul><ul><li>Link Building Pre-Google </li></ul>
  3. 3. <ul><li>Bill Hunt & Jeremy Sanchez, Global Strategies/Ogilvy </li></ul><ul><li>Derrick Wheeler, Microsoft </li></ul><ul><li>Detlev Johnson, SearchReturn </li></ul><ul><li>Marshall Simmonds & Adam Sherk, NYT & Define Search </li></ul><ul><li>Andre Jensen, Consultant </li></ul>Other Bend OR Search Marketers <ul><li>Paul Owen, MarketLeap/Acxiom Digital </li></ul>
  4. 5. A Brief History <ul><li>Some engines DID rank by link popularity </li></ul>Source: archive.org 1996 SearchEngineWatch.com/features
  5. 6. Link Building Yesterday <ul><li>Nofollow? didn’t exist </li></ul><ul><li>All about traffic </li></ul><ul><li>Mostly non-commercial </li></ul><ul><li>Easy but confused </li></ul><ul><li>Naive and innocent </li></ul>
  6. 7. Link Building Yesterday
  7. 8. Link Building Today <ul><li>Competitive </li></ul><ul><li>Expensive </li></ul><ul><li>Paranoia </li></ul><ul><li>Almost Infinite </li></ul><ul><li>Many links worth little </li></ul><ul><li>It’s Hard! </li></ul><ul><li>Can be Daunting </li></ul>
  8. 9. Link Building Today
  9. 10. What is a Quality Link? <ul><li>Difficult to obtain </li></ul><ul><li>Contains a human element </li></ul><ul><li>Has (perceived) credibility </li></ul><ul><li>Comes from an authority source </li></ul><ul><li>Requires an investment </li></ul><ul><li>Contextual </li></ul><ul><li>Relevant </li></ul>
  10. 11.
  11. 12. Link Building Chaos
  12. 13. Focus on Your Market
  13. 14. Focus on Your Market Market X
  14. 15. Channels of Discussion Blogs Forums Social Media Directories Resource Sites Advocacy Sites Influencers News Sites Email Lists Market X Hubs Authority Sites Organizations
  15. 16. Link Sources Hard Easy High Authority Sites Key Influencers & Advanced Social Media PR & Basic Social Media, Partnerships Niche Directories, Article Sites, etc Blogs, Forums, Profiles, Email Lists General Directories, Organizations, Classifieds
  16. 17. Build Links Strategically <ul><li>Link Development Triangle </li></ul><ul><li>Create Content for specific link targets </li></ul><ul><li>Quality Resources Build Links </li></ul><ul><li>Quality Resources Ease Solicitation </li></ul><ul><li>There aren’t any Shortcuts </li></ul><ul><li>Quality Trumps Quantity </li></ul><ul><li>Your Neighborhood Matters </li></ul><ul><li>... but you have to reach out first! </li></ul>
  17. 18. Conclusions <ul><li>Use the Best Tools Available </li></ul><ul><li>Links Reflect Relevance, Contribution </li></ul><ul><li>SEO for Firefox: tools.seobook.com </li></ul><ul><li>Juicy Link Finder: seomoz.org/tools </li></ul><ul><li>Hub finder: LinkHounds.com </li></ul><ul><li>Other Tools - ask me </li></ul><ul><li>Google Alerts: google.com/alerts </li></ul><ul><li>&quot;key phrase&quot; [library] [resources] [links] [sites] site:[.us] [.edu] [.gov] [.mil] </li></ul><ul><li>Focus on Quality, not Quantity </li></ul><ul><li>Content is still King </li></ul>
  18. 19. Thank you! Contact me: Adam Audette [email_address] www.AudetteMedia.com

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