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5 Link Building

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This deck outlines various approaches to building links, and raises discussion points on the relative value of different link types.

This deck outlines various approaches to building links, and raises discussion points on the relative value of different link types.

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  • Linkbuilding is important – why?
  • This is why you need linksPageRank, quality -- citations
  • Also very repetitive, dull workIt can 6 months before you see any results – ranking rarely improves overnightWe’re going to look at ways to build some links
  • This is the theory behind a web directoryPeople use a directory to browse content relating to an interestModel railways, Bulgarian folk music
  • But does anyone really use the web in this way? Anyone here ever browsed content in this way?
  • This is what directories are really all aboutThey’re exist for the linksUser traffic is extremely low
  • Google knows this, hence directories are low quality links
  • Here’s why
  • Any site can get a link – true for 90% of directories
  • Think of links as citationsA directory link is not a citation
  • So these links are low qualityThey tend not to be very significant, BUT if you’re a new site with no links – low quality links are better than nothin
  • Free links are just that – no cost. Often months before a link goes live
  • Many directories will offer an expedited service for maybe twenty bucks – this is just to make you pay a small amount in return for a link, possibly on the front page – be careful; this is buying links which is against G ts and cs
  • We link to you if you link to usDirectories generally offer expedited listing for reciprocal. Your site will look bad with loads of links to directoriesThey do this to beef up page rank, which will help them justify paid listings, or allow directory to be sold. Sometimes directories disappear and 301 redirect to a company domain
  • Brand new site, get started with this place, directory critic.com
  • Screenshot here, it catalogues free and paid directoriesI’d recommend spending a little time doing this for a new site. If you’re already open and trading, probably not worth itDoesn’t take long to realise how dull and how annoying this sort of activity can become
  • Note this offer here – there is no shortage of this, thrust at you while directory submittingOffers for 3,000 directory submissions for $200 – forget it
  • Explain reasons why they are goodDmoz probably worth doingDon’t pay for others unless you really need it
  • Thematic relevance is always good
  • Good for different reasons
  • Comments are an integral part of bloggingAllows for a discussionAll blogging platforms support this
  • Here’s an example of a good, natural, real blog comment
  • Where we see Luke’s name, we can see where we can find LukeMost of the time, Luke can add his own website address – anchor text is his nameAll blogging platforms do this
  • Here’s the other side of the coin
  • Buy LCD TV in place of the name – this is anchor text, keyword-rich
  • Poor quality commentGenerated by software – spun comments to try and avoid spam detection
  • Talk thru other examplesComments auto-generated, they are just for the link
  • There is a name for this!
  • Nofollow tells search engines “do not follow this link”Nofollow links pass no pagerankBy making all blog comments nofollow, the linked sites get no benefit
  • It’s generally a waste of time
  • Blog Commenting doesn’t have to be a bad thing – it can be done wellAdd value to the blogger and to other readers, and your comment link has a good chance of staying up
  • Add some value!
  • Don’t look like a dick!
  • Never link except where absolutely necessary (a reference site for your comment)
  • Thematic to your industryStuff you know about
  • If the site has a forum or a Q&A board, get known on there – esp if the blog is a good source of networking
  • More about guest posts later, but for now – it’s all about bringing value.
  • Summary – now Q&A
  • Essentially it’s thisThere’s on page and off page
  • Early, basic tacticRamming text with keywords
  • Early, basic tacticRamming text with keywords
  • Hidden text, another early tactic
  • Lots of ways to do itSearch engines are very aware of this
  • Here’s an example I found a few weeks ago, there’s images on top of images on top of images hereLinks behind it
  • Your site can serve up different content to search engines and people
  • Stuff done off-site
  • This is a google bombMiserable failure
  • Here’s how they did it
  • The same thing can happen for a commercially-driven site
  • Here’s another black hat technique, the forum profileOn a forum, everyone has a page where other users can contact them
  • Blackhat SEO software has created this profile page,
  • And here’s anchor-text links
  • No other forum contribution – it’s a profile solely created for the benefit of the link. It sucks, basically.
  • It’s all built around the same principle as thisContext is irrelevantLink is a sore thumb
  • JC Penney got in huge trouble for thisVery widely publicised
  • The industry was all over this, people were blogging a lot about how Penney’s search rankings were affectedGoogle made lots of noise about it too – they really pushed it into the media
  • PenaltiesDrop in ranking of X%Exclusion from results completelyRecovery requires human help from within Google
  • Paid link problem – all paid links are against Google’s terms and conditionsThey are moving to discount all paid links and there is frequently talk of penalties for paid linkingQ&A
  • Interswitch these aroundI have never been in any industry where this didn’t work
  • Explain the inurl: commandThis is looking for sites relating to [yourindustry] that have “add-link” in one of their page names
  • Minus excludes from resultsThis is people talking about your brand without linking to youVery easy win
  • Sites linking to competitors(You’d want to use Open Site Explorer to go deeper into this)
  • This is the hardest way of linkbuildingAuthority site = pagerank 8, not many links out, doesn’t link to your competition
  • Try contact page, contact form
  • Try contact page, contact form
  • Very unlikely to workNo value proposition, no sense of contact, humanismWebmasters will receive hundreds of these thigns
  • We know the guy’s name nowWe’re buttering him upWe’re showing off our English skillsWe’re asking not for a link but to start chatting with him – note the difference?We’re including the URL of the page where we’d like him to linkWe’re including our homepage
  • Better results contacting people from finding their name and contact number on WHOIS
  • Raven SEO tools has a database of contacts at leading websitesFine for global, not so much for Australian
  • Get link by sending material to the site to reviewGreat if they’re an editorial siteGood brand building
  • A great tactic but one that takes a while
  • Target site, and crawl all external linksAny broken ones that could be changed to point to your site? Change content if necessaryValue proposition to webmaster – this link is broken, here’s an alternate, I just improved the experience of being on your site
  • All your suppliers should be linking to you if you’re a retailer
  • Often a great way is to say, “hey we’re linking out to you, you want to link back to us?”
  • Sounds silly, it isn’tIf you spend a couple of hours on a PDF, send it out to everyone you do business with, some will listenGreat for getting anchor text in your inbound links
  • These 2 google alertsexplain
  • Q&A
  • Q&A
  • Mentioncracked.comDigg – encouraged this sort of content creationIt’s passe, but it can still works
  • You need a designer!
  • Infogrpahic was doing the rounds mid-MayHas about 350,000 links – in just over 2 weeks
  • THIS is the site that was doing it – PageRank 2
  • Here’s another I saw the other day
  • Which is basically an ad for this iPhone appThese are long, big files – infographics are probably the hottest way of getting content virally out and about at the moment
  • This one was released on May 5th
  • And right now their site is ranking 4th of 17.6mThis site has been in operation since November 2010, PageRank is zeroVery strong probability that the Judge Judy is contributing to its rank
  • Tends to be quite low-effectivenessThe idea is you’ll write an article about something you know about, and include a couple of linksThese articles are available for other webmasters to usePanda update
  • If you actually have something to sayComes with a linkCan be great for exposure but don’t try and manipulate it – mud sticks
  • Probably my favouriteBlogs get linked to a LOT, and they still get traffic long after they’re posted
  • - Think outside the box and try different things- Longevity of linking- Don’t think of it as gaining links, but as gaining exposureQ&A
  • Talk in
  • Doesn’t take long to work out whether there’s anything any good here
  • Social profiles can be great
  • Consider knowem.com to rack up many many social networks, a lot of which have space for a link to your site
  • I’ve seen Google index an otherwise-unknown site in about 3 hours following this
  • Learn about the type of content that gets picked up and linked to
  • Q&A
  • Transcript

    • 1. Linkbuilding
    • 2. Linkbuilding
      • Important
    • 3. Linkbuilding
    • Directories
      Web Directories help people find content relevant to their interests
    • 6. Directories
      Web Directories help people find content relevant to their interests
      Really..?
    • 7. Directories
      Web Directories basically exist to link
      for the sake of linking
    • 8. Directories = Low Quality Links
    • 9. Directories = Low Quality Links
      • People don’t use them
    • Directories = Low Quality Links
      • People don’t use them
      • 10. Any site can get a link
    • Directories = Low Quality Links
      • People don’t use them
      • 11. Any site can get a link
      • 12. No verification or recommendation behind directory link
    • Directories = Low Quality Links
      • People don’t use them
      • 13. Any site can get a link
      • 14. No verification or recommendation behind directory link
    • Different Types of Directory Listing
      • Free
    • Different Types of Directory Listing
    • Different Types of Directory Listing
    • directorycritic.com
    • 18. directorycritic.com
    • 19. directorycritic.com
    • 20. “Good” Directories
    • “Good” Directories
      • Niche
      • 24. Industry-specific
      • 25. The harder it is to get a link, the better the link is!
    • Local Business Directories
      • Yellowpages.com.au free listing only!
      • 26. Truelocal.com.au
      • 27. Startlocal.com.au
      • 28. Hotfrog.com.au
    • Blog Commenting
    • 29. Blog Commenting
    • 30. Blog Commenting
      www.engraved.com.au
    • 31.
    • 32.
    • 33.
    • 34.
    • 35. Comment Spam
    • 36. Comment Spam
      rel=nofollow
      Implemented by Google in 2005 to
      help combat comment spam
    • 37. Comment Spam
      Blogging platforms auto-delete spam
      Blog owners delete spam when they get to it
      Search engines discount comment spam
    • 38. Blog Commenting
    • 39. Blog Commenting
      • Contribute to the discussion
    • Blog Commenting
      • Contribute to the discussion
      • 40. Read other comments
    • Blog Commenting
      • Contribute to the discussion
      • 41. Read other comments
      • 42. Don’t link in your comment
    • Blog Commenting
      • Relevant sites only
    • Blog Commenting
      • Relevant sites only
      • 43. Try to be part of the community
    • Blog Commenting
      • Relevant sites only
      • 44. Try to be part of the community
      • 45. Once established & known, offer to guest post
    • Blog Commenting - Summary
    • Black Hat SEO
    • 48. Black Hat SEO
      Contravening Google’s best practices to manipulate search results
      (sneaky stuff)
    • 49. Black Hat SEO
      • Keyword-stuffing
    • Black Hat SEO
      • Keyword-stuffing
      If you’re looking for a custom cat heater, we have all custom cat heaters from all around the custom cat heater world. These custom cat heaters are great for custom heating your cat, and we only sell the best custom cat heaters to ensure your cat is heated by the best custom cat heaters available. All our custom […]
    • 50. Black Hat SEO
      • Hidden text
    • Black Hat SEO
      • Hidden text
      Font size = 0
      Same colour text as background
      Hiding text in hidden DIV or CSS
      Text behind an image
    • 51.
    • 52. Black Hat SEO
      • Cloaking
      Giving different content to search engines
      Based on user agent
    • 53. Black Hat SEO
      • Manipulative linking
    • 54. Black Hat SEO
      Blah blahblahblahblahmiserable failure blah blah
      blah blah blahblahblah…
      Link to www.whitehouse.gov
    • 55. Black Hat SEO
      Blah blahblahblahblahcheapest meds blah blah
      blah blahblahblahblah…
      Link to www.DodgyWebPharmacy.com
    • 56.
    • 57.
    • 58.
    • 59.
    • 60. Black Hat SEO
      Blah blahblahblahblahcheapest meds blah blah
      blah blahblahblahblah…
      Link to www.DodgyWebPharmacy.com
    • 61. Black Hat SEO
      New York Times, Feb 13th 2011
    • 62. Black Hat SEO
      Source: Searchmetrics
    • 63. Black Hat SEO
      • Drop in ranking
      • 64. Exclusion from search results
      • 65. Very hard to recover from
    • Black Hat SEO - Summary
      • Don’t risk it!
      • 66. Beware of outsourcers
      • 67. Paid Link Problem
    • Linkbuilding
    • 68. Linkbuilding
      Custom searches:
      [yourindustry] “add url”
      [yourindustry] “submit link”
      [yourindustry] “suggest site”
    • 69. Linkbuilding
      Custom searches:
      [yourindustry] “resources”
      [yourindustry] “recommended sites”
      [yourindustry] “links”
    • 70. Linkbuilding
      Custom searches:
      [yourindustry] inurl:add-link
      [yourindustry] inurl:submit-link
      [yourindustry] inurl:submit-url
    • 71. Linkbuilding
      Easy wins
      [companyname] –companyname.com
    • 72. Linkbuilding
      Easy wins
      competitorname.com
    • 73. Linkbuilding
      Hard yards
      Authority sites in your niche
    • 74. Linkbuilding
      Hard yards
      Contact webmaster to ask for a link
    • 75. Linkbuilding
      Hard yards
      Contact webmaster to ask for a link
    • 76. Linkbuilding
      Hi Webmaster,
      I was wondering if you could put a link to my site www.damionisawesome.com on your website www.cnn.com.
      Thanks,
      Damion
    • 77. Linkbuilding
      Hi Dave,
      Firstly, I wanted to say thanks heaps for the great resource. I’m sure you’re well aware of the way in which your site influences our industry […]
      I would like to have the chance to discuss with you the possibility of having a link to my site www.damionisawesome.com on your site. I appreciate you must get hundreds of similar enquiries, so what I’d really like to do is see if we can chat about how our two sites might be able to help each other. Are you open to content sharing or similar cross-marketing activities?
      In an ideal world, we’d love a link from cnn.com/awesomepeople.html but I appreciate this might not be most ideal […]
    • 78. Linkbuilding
      Hard yards
      WHOIS.net
    • 79. Linkbuilding
      Hard yards
      Raven SEO Tools
    • 80. Linkbuilding
      Hard yards
      Product review?
    • 81. Linkbuilding
      Hard yards
      Reviving Dead Links…
    • 82. Linkbuilding
      Hard yards
      Use Xenu to crawl external links on a site
      Are there any broken links that could be amended to point to your site?
    • 83. Linkbuilding
      Leveraging Current Relationships
      Suppliers, retailers
    • 84. Linkbuilding
      Leveraging Current Relationships
      Who do you link to?
    • 85. Linkbuilding
      Leveraging Current Relationships
      Publish documentation on “how to link to us”
    • 86. Linkbuilding
      Leveraging Current Relationships
      Google Alert [companyname]
      Google alert [companyname] –companyname.com
    • 87. Linkbuilding - Summary
      • Take the long way round
      • 88. Opportunity to create new relationships
      • 89. Be sure to leverage existing contacts
    • Other Linking Tactics
    • 90. Other Linking Tactics
      Viral Content
      Blog posts that get linked to:
      Top ten reasons not to go to Alaska
      Five cats that look like Holden Commodores
    • 91. Other Linking Tactics
      Viral Content
      Infographics
    • 92.
    • 93.
    • 94.
    • 95.
    • 96. www.paralegal.net
    • 97.
    • 98. Other Linking Tactics
      Article submission
      eZine Articles
      Squidoo
      Hubpages
    • 99. Other Linking Tactics
      Press releases
      PRWeb
      PRWire
      Getthewordout.com.au
    • 100. Other Linking Tactics
      Guest Blogging
      Approach authority blog
      Offer guestblogging services
      No payment, but you get a link back
    • 101. Other Linking Tactics - Summary
      • Be creative, be varied
      • 102. Don’t rush
      • 103. Never pass up an opportunity to establish your brand as an authority
    • Linkbuilding Strategies
    • 104. Linkbuilding Strategies
      Brand new site
      Launched Last Saturday
      No previous site or online identity
    • 105. Linkbuilding Strategies
      Brand new site
      Directory submission
      No more than 2 hours, no more than 10 directories
    • 106. Linkbuilding Strategies
      Brand new site
      Local Directories
      No more than 1 hour, no more than 5 directories
    • 107. Linkbuilding Strategies
      Brand new site
      Custom Linkbuilding Searches
      No more than 1 hour, no more than 10 links
    • 108. Linkbuilding Strategies
      Brand new site
      Social Network Profiles
      Twitter, LinkedIn, Facebook, YouTube
    • 109. knowem.com
    • 110. Linkbuilding Strategies
      Brand new site
      Tweet a link to your site
      From twitter.com – not an app
    • 111. Linkbuilding Strategies
      Brand new site
      Start Blogging
      Blog once a day for thirty days
      Check inbound links – what can we learn from this?
    • 112. Linkbuilding Strategies
      Brand new site
      Socialise Your Blogging
      Increase network on Twitter and Facebook
      Tweet every blog post
      What content gets social engagement?
    • 113. Linkbuilding Strategies
      Brand new site
      30-day review
      Backlink check (OSE, Yahoo, Google, Blekko)
      Repeat Directories and Custom Searches
      Rank check weekly
      Set Google Alert on [companyname]
    • 114. Linkbuilding Strategies
      Brand new site
      60-day review
      Backlink check (OSE, Yahoo, Google, Blekko)
      Repeat Directories and Custom Searches
      Press Releases (if applicable)
      Start contacting webmasters, bloggers, niche sites…
    • 115. Linkbuilding Strategies
      Brand new site
      90-day review
      Backlink check (OSE, Yahoo, Google, Blekko)
      PageRank update?
      Site rankings should be improving
      Use Analytics data
    • 116. Linkbuilding Strategies
      Existing Site
      Launched 2004
      100 Backlinks
      No active SEO previously
    • 117. Linkbuilding Strategies
      Existing Site
      Directory Submission
      Submit to DMOZ
      Local Directories – maybe
      Standard directories – possibly
      Competitor Analysis: do they have directory links?
    • 118. Linkbuilding Strategies
      Existing Site
      Link Audit
      Who links?
      How do they link?
      How can that linking be optimised?
    • 119. Linkbuilding Strategies
      Existing Site
      Link Audit
      Nofollow
      Text links instead of images
      Anchor text optimisation... not just[companyname]
    • 120. Linkbuilding Strategies
      Existing Site
      Non-Linking Mentions
      Who mentions company name without linking?
      Can this contact be used to leverage relationship?
    • 121. Linkbuilding Strategies
      Existing Site
      Non-Linking Mentions
      Set up a Google Alert on [companyname]
      Ensure every new mention carries a link
      Contact people talking about your brand
    • 122. Linkbuilding Strategies
      Existing Site
      Social Media Links
      Ensure bases are covered
      KnowEm is almost always useful
      Is content being plugged socially?
    • 123. Linkbuilding Strategies
      Existing Site
      30-day review
      Check reported backlinks (OSE, Yahoo, Blekko…)
      Any improvement to web rankings?
      Track mentions, new links
    • 124. Linkbuilding Strategies
      Existing Site
      60-day review
      Actively hunt down new content opportunities
      Encourage creation of more content
      Competitive Content & Link Analysis
    • 125. Linkbuilding Strategies
      Existing Site
      90-day review
      Chase links from sites linking to competition
      New content created around competing site pages
      Rankings should really be improved
      Leverage Analytics data
    • 126. Linkbuilding Strategies