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Essential SEO + Link Building


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WordCamp Melbourne: Essential SEO + Link Building 101, presented by Martin Reed of Dejan SEO.

WordCamp Melbourne: Essential SEO + Link Building 101, presented by Martin Reed of Dejan SEO.

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  • 1. Essential SEO + Link Building
    Martin Reed, SEO Strategist
  • 2. It’s all about links!
  • 3. Ranking Factors
    Relevance (context)
    Search for cars brings car related websites
    Importance (links)
    How to sort all 1,000,000,000 car websites?
  • 4. Ranking Factors: Relevance
    How search engines “interpret” your site
    Writing language, use of phrases, industry jargon, common theme
    Technical Aspects
    How search engines “read” your site
  • 5. Technical Aspects
    On-site signals:
    Page Titles <title>Page Title</title>
    Headings <h1>Heading 1</h1>
    Content Keyword Usage, Context, Semantics
    Images alt=“Image Description”
    Links <a href=>anchor</a>......
  • 6. Ranking Factors: Importance
    Reputation & Trust
    Who links to your site?
    How others link to you?
    Content type, link type (anchor text), site topic and relevance
  • 7.
  • 8.
  • 9.
  • 10. Voting System
    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.
  • 11. Link Quality
    Not all links are equal:
    SITE A
    SITE C
  • 12. 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
  • 13. No Follow?
    <a rel=“nofollow” href=“”>anchor text</a>
    Nofollow = No trust = No vote
    META, robots.txt, link
    Example: Blog comments, Forums, Social Media
    SITE A
    SITE B
  • 14. Anchor Text
    <a href=“”>????????</a>
    Target phrases: you want to be found for
    Relevant to the page you’re linking to
    Avoid: ‘click here’, ‘read more’
    This goes for internal linking too!
  • 15. What to Target?
    Phrase Research
    Adwords Keyword Tool
    ‘Exact’ match filter
    Google/Yahoo –
    Advanced Tools (example:
  • 16. Let’s get some links!
  • 17. Link Acquisition Methods
    Learn more about your existing links
    Google Webmaster Tools:
    Your website on the web
    Links to your site
    Analyse anchor text
  • 18. How to get links?
  • 19. Your Current Links
    Oh, nice!
  • 20.
  • 21. 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 unideal links
  • 22. 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
    Link Bait Material
    Useful Tools / Templates / Resources
  • 23. Link Opportunities
    Business relationships
    Testimonials, reviews, media releases
    Design company, hosting company
    Industry associations & memberships
    Business directories
    Profile pages
    Media releases
    Competitor research
  • 24. Link Opportunities
    Your clients
    Media release
    Footer ‘tag’
    Example: Friendly
  • 25. Link Opportunities
    Events you sponsor
  • 26. Link Opportunities
    Events you speak at
  • 27. WordPress optimisation
  • 28. Technical Aspects
    Page Titles <title>Page Title</title>
    Key phrase for the page first
    Headings <h1>Heading 1</h1>
    Only structure your content, not the layout
    Enable Permalinks
    Images alt=“Image Description”
    Links <a href=>anchor</a>
    Remove anchor text: ‘read more’
  • 29. Meta Description
    Call to Action (CTA)
    ‘Sell’ the website to the visitor
  • 30. Platinum SEO Pack
    • Similar: All in one SEO Pack, WordPress SEO
    • 31. Key features:
    • 32. Canonical tag
    • 33. Override page title & META description
    Essential Plugins
  • 34. Essential Plugins
    Google XML Sitemaps
    • Tell the search engines what is on your website and where
  • Essential Plugins
    • Advanced pagination
    • 35. Helps spread the link juice to your deep pages
  • Google Analytics for WordPress
    - You don’t have to use the plugin, just use Analytics!
    Essential Plugins
  • 36. Essential Plugins
    SEO Smart Links
    • Automatic internal linking
  • Essential Plugins
    SEO Slugs
    • Removes common words like ‘a’, ‘the’, ‘in’ from the slug
    • 37. Keyword rich URL
    From: /what-you-can-do-immediately-for-higher-rankings
    To: /immediately-higher-rankings
  • 38. Essential Plugins For WordPress
    - Automatically credit source when text is copied from your website
  • 39. The bottom line:
    • Get the plugins, optimise WordPress
    • 40. Get access to Google Webmaster Tools
    • 41. Get those links!
  • Martin Reed - @dejanseo