How Google Works Importance of Content Importance of Links
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Link Anatomy Click Here <a href=“http://mysite.com”>Click Here</a> Note: Text in link is called “Anchor Text”
Voting System VOTE Linker Linked Every link is a vote from one site to another: When you link to others you vote for them. When others link to you they vote for you. Bottom Line: Get others to link to you.
Link Quality Not all links are equal: SITE A YOU SITE C
Link Quality & Quantity Number of outgoing links on site that links to you affects the link value. Less is better. SITE B SITE C SITE A SITE D YOU
No Follow? <a rel=“nofollow” href=“http://site.com”>anchor text</a> Nofollow = No trust = No vote META, robots.txt, link Example: Blog comments, Forums, Social Media SITE A SITE B
Why did these people link to me? Analyse and understand your links Discover most linked content Find new link ideas Form new partnerships and alliances Fix wrong links (more about that later…)
Who links to my competitors? Yahoo & Google link:http://www.mycompetitor.com.au Discover new link opportunities Understand your competitor’s strengths
Link Building Ideas Local Directories / Niche Directories Guest Blogging Industry Associations / Memberships Social Media Participation Non-competing businesses Lawyer in Sydney & Lawyer in Melbourne Hotel booking & Tour guides Hosted content or functionality Avoid links_9.html and resources_020.php pages (spam!)
Link Building Ideas Business partners & alliances Product or service suppliers Web design company (portfolio page) Your office space / building complex Customers Incentivise: Offer discount and extras to linking customers Share: Customers like to brag about recently purchased product Celebrate: Happy customer testimonials
Link Building Ideas Positive Reviews, Feedback and Testimonials Incorrect links or no links on brand and content “click here”, “read more” (should be “main phrase”) www.yourwebsite.com.au and yourwebsite.com.au www.yourwebsite.com.au/deleted_page.html Google Alerts!
link:dejanseo.com.au Sample of backlinks cache:dejanseo.com.au Cached page site:dejanseo.com.au Lists all indexed pages site:dejanseo.com.au Dan Finds “Dan” on our site allinurl: “gardening” (e.g. website.com/gardening) allintitle: “cars” (e.g. Car Dealer Sydney) cheap “java books” -island -programming Search Tips
Self-Generating Links “Link to us” page: Encourage linking to your site. Take control of how people link to you. Make it easy for people to do so. Social media sharing within content Useful Tools / Templates / Resources Link Bait Material Example: Steps on how to do up your tie
SEO Tools Dejan SEO: SERP Preview Tool Google Webmaster Tools Majestic SEO SEO Moz Browser Plugins: Nofollow PageRank Alexa