Essential SEO + Link Building

Essential SEO + Link Building
Martin Reed, SEO Strategist

It’s all about links!

Ranking Factors
Relevance (context)
Search for cars brings car related websites
Importance (links)
How to sort all 1,000,000,000 car websites?

Ranking Factors: Relevance
Content
How search engines “interpret” your site
Writing language, use of phrases, industry jargon, common theme
Technical Aspects
How search engines “read” your site

Technical Aspects
On-site signals:
Page Titles <title>Page Title</title>
Headings <h1>Heading 1</h1>
Content Keyword Usage, Context, Semantics
URL domain.com/file.html
Images alt=“Image Description”
Links <a href=http://site.com>anchor</a>......

Ranking Factors: Importance
Reputation & Trust
Who links to your site?
Context
How others link to you?
Content type, link type (anchor text), site topic and relevance

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.

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://example.com”>anchor text</a>
Nofollow = No trust = No vote
META, robots.txt, link
Example: Blog comments, Forums, Social Media
SITE A
SITE B

Anchor Text
<a href=“http://example.com”>????????</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!

What to Target?
Phrase Research
Adwords Keyword Tool
‘Exact’ match filter
Competitors
Google/Yahoo – site:domain.com
Advanced Tools (example: seomoz.org)

Let’s get some links!

Link Acquisition Methods
Learn more about your existing links
Google Webmaster Tools:
Your website on the web
Links to your site
Analyse anchor text
LINK: google.com/webmasters

How to get links?

Your Current Links
Oh, nice!

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

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
‘Viral’
Useful Tools / Templates / Resources

Link Opportunities
Business relationships
Testimonials, reviews, media releases
Design company, hosting company
Industry associations & memberships
Business directories
Profile pages
LinkedIn
Media releases
Competitor research

Link Opportunities
Your clients
Media release
Footer ‘tag’
Example: Friendly

Link Opportunities
Events you sponsor

Link Opportunities
Events you speak at

WordPress optimisation

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
URL domain.com/file.html
Enable Permalinks
Images alt=“Image Description”
Links <a href=http://site.com>anchor</a>
Remove anchor text: ‘read more’

Meta Description
Call to Action (CTA)
‘Sell’ the website to the visitor

Platinum SEO Pack
Similar: All in one SEO Pack, WordPress SEO
Key features:
Canonical tag
Override page title & META description
Essential Plugins

Essential Plugins
Google XML Sitemaps
Tell the search engines what is on your website and where

Essential Plugins
WP-PageNavi
Advanced pagination
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

Essential Plugins
SEO Smart Links
Automatic internal linking

Essential Plugins
SEO Slugs
Removes common words like ‘a’, ‘the’, ‘in’ from the slug
Keyword rich URL
From: /what-you-can-do-immediately-for-higher-rankings
To: /immediately-higher-rankings

Essential Plugins
Tynt.com For WordPress
- Automatically credit source when text is copied from your website

The bottom line:
Get the plugins, optimise WordPress
Get access to Google Webmaster Tools
Get those links!

Martin Reed - @dejanseo
martin@dejanseo.com.au

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Essential SEO + Link Building

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