5 Link Building

  • 3,061 views
Uploaded on

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.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,061
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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