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Seo moz pro-link-building

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  • 1. SLIDE MASTER – COVERPAGELink Building Strategies for 2010Rand Fishkin – December 2009
  • 2. SLIDE MASTER – COVERPAGEContent in this Webinar• The Goals of Link Building• The 8 Kinds of Link Building• Matching the Right Strategies w/ Diverse Goals• Tools & Processes to Ease Link Acquisition• Link Building Shortcuts to Take and to Avoid• 40 Minute Live Q+A
  • 3. SLIDE MASTER – COVERPAGEWhat Goals Can Link BuildingHelp Us Achieve?
  • 4. SLIDE MASTER – COVERPAGEBolster Individual Rankings
  • 5. SLIDE MASTER – COVERPAGEImprove a Domain’s Ability to Rank Pages
  • 6. SLIDE MASTER – COVERPAGEAchieve More Complete Indexation
  • 7. SLIDE MASTER – COVERPAGEDrive Traffic & Branding Awareness
  • 8. SLIDE MASTER – COVERPAGESend Converting TrafficImage Credit: websiteoptimization.com
  • 9. SLIDE MASTER – COVERPAGEThe 8 Basic Kinds of Link Building
  • 10. SLIDE MASTER – COVERPAGE#1 - Manual Link Submissions/Requests
  • 11. SLIDE MASTER – COVERPAGE#2 - Competitive Link Research/Acquisition
  • 12. SLIDE MASTER – COVERPAGE#3 - Links via Embedded Content
  • 13. SLIDE MASTER – COVERPAGE#4 - Linkbait & Viral Campaigns
  • 14. SLIDE MASTER – COVERPAGE#5 - Content, Technology & API Licensing
  • 15. SLIDE MASTER – COVERPAGE#6 - Partnerships, Exchanges & Trades
  • 16. SLIDE MASTER – COVERPAGE#7 - Paid Links
  • 17. SLIDE MASTER – COVERPAGE#8 - Link Reclamation
  • 18. SLIDE MASTER – COVERPAGEMatching the Right Link Building Strategiesto Your Organization’s SEO Goals
  • 19. SLIDE MASTER – COVERPAGELinks for Individual Rankings
  • 20. SLIDE MASTER – COVERPAGELinks for Domain “Authority”
  • 21. SLIDE MASTER – COVERPAGELinks for Indexation
  • 22. SLIDE MASTER – COVERPAGELinks for Traffic & Branding
  • 23. SLIDE MASTER – COVERPAGELinks for Conversion
  • 24. SLIDE MASTER – COVERPAGEUsing Tools & Processes to Ease theChallenges of Link Building
  • 25. SLIDE MASTER – COVERPAGETools for Competitive Link Research• Yahoo! Site Explorer & Link Commands• Linkscape + Link Intersect• Top Pages• Google Blog Search
  • 26. SLIDE MASTER – COVERPAGEYahoo! Site ExplorerDirectionally indicativewithin ~50%Not necessarily followed & ina somewhat random order
  • 27. SLIDE MASTER – COVERPAGEYahoo! Link CommandsLess “accurate” thanSite ExplorerLots of cool, useful modifiersavailable
  • 28. SLIDE MASTER – COVERPAGEYahoo! Link CommandsFull list available in PRO Guide to Advanced Search Operators:www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
  • 29. SLIDE MASTER – COVERPAGELinkscape You want this tab!Good for comparisonagainst other pagesand vs. PageRankHighest correlationwith rankings success
  • 30. SLIDE MASTER – COVERPAGELinkscapeImportant distinction –some subdomains aretreated as entirelydifferent entitiesBest predictor of domain’sability to rank pages(watch for new “domainauthority” metric soon)
  • 31. SLIDE MASTER – COVERPAGELink IntersectLink Intersect uses the same principle – sitesw/ links in common that don’t point to you.
  • 32. SLIDE MASTER – COVERPAGETop PagesFind which pages areearning links (yourown & competitors)404s? Reclaim them!
  • 33. SLIDE MASTER – COVERPAGEGoogle Blog SearchResults fluctuate 50-1000% daily (pay themlittle heed)More useful to findinteresting/quality sitesthat provide links
  • 34. SLIDE MASTER – COVERPAGEMetrics for Evaluating a Link’s Value• Numeric (Objective) Metrics• Subjective Metrics• Attainability and Effort
  • 35. SLIDE MASTER – COVERPAGENumeric Metrics for Link Valuation• # of Linking Root Domains to URL• # of Linking Root Domains to Domain• Homepage PageRank vs. Domain mozRank• URL PageRank vs. URL mozRank• # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)• Twitter mentions (Backtweets.com)
  • 36. SLIDE MASTER – COVERPAGENumeric Metrics (Backtweets)Results count(in a weird location)
  • 37. SLIDE MASTER – COVERPAGESubjective Metrics for Link Valuation• Brand name reach/recognition• Quality of other links on page/site (Bing - Linkfromdomain)• Attainability and EffortJumping through Hoops (via WKA on Flickr)
  • 38. SLIDE MASTER – COVERPAGEScalable Link Acquisition Processes• Written Process + Checklist• Tools + Metrics for Quick Analysis• Training & Incenting Link Builders• Building & Refining a Link Acquisition Funnel
  • 39. SLIDE MASTER – COVERPAGEWritten Process/ChecklistChecklist (via adesigna on Flickr)• Run through the link building process yourself• Document every step thoroughly• Pass it on to others (w/ some training time)
  • 40. SLIDE MASTER – COVERPAGETools for Quick AnalysisGet usable metricsquickly as you surf
  • 41. SLIDE MASTER – COVERPAGETools for Quick Analysis
  • 42. SLIDE MASTER – COVERPAGETraining & Incenting Link BuildersTraining Camp (via Gil Searcy on Flickr)• Do link building together• Create consistent metrics• Reward like a sales team• Record reasons why linksdidn’t happen (like objectionsto sales) and work on these(things like design quality,affiliations, language, etc. willcome up)
  • 43. SLIDE MASTER – COVERPAGEBuilding a Link Acquisition FunnelVisit Link-Targeted ContentGrab Link CodeLink to the Site
  • 44. SLIDE MASTER – COVERPAGELink Building Shortcuts to Take(and those to avoid)
  • 45. SLIDE MASTER – COVERPAGEGet Your Community Building Links
  • 46. SLIDE MASTER – COVERPAGEDirect Anchor Text & Target URLsAuto-select-all foreasy copy to clipboard
  • 47. SLIDE MASTER – COVERPAGERecognize Helpful LinksLinks to multiple high-ranking competitorsStrong domain metricsStrong URL metricsWell-known brand
  • 48. SLIDE MASTER – COVERPAGEID Strategies Engines May Devalue
  • 49. SLIDE MASTER – COVERPAGEID Strategies Engines May Devalue
  • 50. SLIDE MASTER – COVERPAGELearn from the “Best-Linked” Sites & Pages
  • 51. SLIDE MASTER – COVERPAGELearn from the “Best-Linked” Sites & Pages
  • 52. SLIDE MASTER – COVERPAGEFor more information, visit us at www.seomoz.orgAll Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008Q+AUse the chat window and direct question to “All Participants.”
  • 53. SLIDE MASTER – COVERPAGEFor more information, visit us at www.seomoz.orgAll Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008Next SEOmoz PRO Webinar (proposed):Thursday, January 21st11:00am Pacific (2pm Eastern)Subject: SEO Metrics, Analytics & KPIs