A look at the role that link building needs to play in search marketing campaigns

1. Is Link Building Still Crucial, Or A
Waste of Time & Money?
David Naylor
15th May 2013 – SMX LONDON

2. Is link building still crucial for SEO?
…actually, was it ever?
NO!

3. …it just made things easier!
• ‘Over-cooking’ anchor text
• Comment spam
• Forum spam
• Article spinning
• Link networks

4. So what’s crucial now?
Link clean-ups!
Reprofiling Removing
Readjusting Rebalancing
Rethinking!

5. Social signals…Really?!
How are Google counting these?
Why would Google trust RT’s / Likes?
I could buy you a million ‘Likes’!*
*Come see me after 

6. So what now?!
Become a BRAND!!!
I’ve been saying it since 2009!

7. A bit about Brands

8.  Google+
 Google Local
 PPC
 Trust Signals
 Increased volume of search for your brand name
Are you ticking all the boxes for Google?
Creating a Brand - SEO

9.  Demonstrating thought leadership (white papers)
 Regular and consistent media engagement
 Demonstrating innovation and “first to market”
 Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Creating a Brand – PR via 10Yetis

10. Why create a Brand
"Brands are the solution, not the problem," Mr. Schmidt said.
"Brands are how you sort out the cesspool.“

11. And the Brands listened!

12. Brands are the Problem
Google’s Mr Singhal calls this the problem of “brand
recognition”
Where companies whose standing is based on their
success in one area,
use this to “venture out into another class of
information which they may not be as rich at”.

13. Brands are the Problem

14. Content Marketing

15. Google still want great content that
people will link to
A.K.A.
Content Marketing Bullshit
Content Marketing has been around forever!
It’s just another Buzzword!

16. You Can’t Make This Stuff Up!
* We think they might have made it up

17. Examples of Content…
http://www.bbc.co.uk/news/business-15748696
blog.interflora.co.uk/interflora-
valentines-day-survey-
infographic/
Embed link :
www.interflora.co.uk/category/va
lentines-gifts

18. Matt Cutts on Infographics…
Last summer Google’s Matt Cutts said
that he:
...would not be surprised if at some point
in the future we did not start to discount
these infographic-type links to a degree.
The link is often embedded in the
infographic in a way that people don’t
realise, vs. a true endorsement of your
site”.

19. Examples of Content…
www.interflora.co.uk/category/valentines-gifts

20. Examples of Good Content…
http://www.bbc.co.uk/news/business-15748696

21. Content isn’t all LOL Cats
But the internet loves a Grumpy Cat

22. Hate Bait
Why women hate me for being
beautiful
www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-
Why-women-hate-beautiful.html

23. Brand Buzz
ASOS yellow dress
www.google.com/trends/explore#q=ASOS%20yellow%20dr
ess&date=today%2012-m&cmpt=q

24. Brand Buzz

25. What does it take

26.  Interesting?
 Controversial?
 Thought provoking?
So what does it take? Is it…
 Engaging?
 Thorough?
 Data driven?
nobody wants to know what two things they
should put on their fish & chips…

29. Still haven’t found one site ranking without any “unnatural” links
Disavowing / removing bad links can help rankings – clean-ups!
Still need to go out and “encourage” people to link to your content
Brand signals alone won’t make you rank, but helps 
But …

30. Thanks for listening
@davenaylor
www.bronco.co.uk