SES London 2012 - Patrick Altoft - Key linkbuilding strategies
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Talk by Patrick Altoft at SES Conference & Expo in London, February 2012, on Key Link Building Strategies

Talk by Patrick Altoft at SES Conference & Expo in London, February 2012, on Key Link Building Strategies

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SES London 2012 - Patrick Altoft - Key linkbuilding strategies Presentation Transcript

  • 1. KEY LINKBUILDINGSTRATEGIESPatrick AltoftDirector of Search
  • 2. Links Are Important
  • 3. Link Analysis• Very important to carry out link analysis for your site and your competitors before you start to build links• Every site needs different links and you don’t know what links you need until you have carried out the analysis• We offer free link analysis & link strategy suggestions to anybody who emails us
  • 4. Competition Link Profile Analysis Client Anchor Text Distribution Brand Brand + Keyword Competitor 1 Anchor Text Keyword Distribution Noise Brand Competitor 2 Anchor Text Brand + Keyword Distribution Keyword Noise Brand Brand + Keyword Keyword Noise
  • 5. Competitor Analysis Competitor 1 Anchor Text Variations voucher codes voucher codes UK discount codes Competitor 2 Anchor Text Variation Net Voucher Codes vouchercodes.co.uk Voucher Codes www.vouchercodes.co.uk VoucherCodes (img alt) [No Anchor Text]
  • 6. Domain Authority250 Linking Domain Authority200150 NVC Vouchercodes100 MyVoucherCodes 50 0 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100
  • 7. Different Types Of Links Linkbait Giveaways Paid Links Link Social Types Guest Links Content Exchanging Syndication Links
  • 8. Prospect List• The easiest links to get are from people you already know o Customers o Suppliers o Friends o Bloggers• Email everybody you know asking whether you can contribute some content to their site in return for a link
  • 9. Outreach• Once you have emailed your initial list you need to broaden your reach• Find blogs in your sector, make friends with the editors• List sites and email lots of people offering content or other incentives o Pay for links (carefully) o Give products away for reviews, competitions
  • 10. Linkbait• Linkbait is the art of creating a piece of content to place on your website with the aim of attracting links• It’s pretty hard to do and should only be done after you have explored other easier options• Sites are reluctant to link to commercial sites which reduces the impact of your linkbait• Links usually point to the linkbait page rather than your commercial page• Hard to control anchor text
  • 11. Linkbait Is Not About Social Shares
  • 12. Linkbait Has to Get Links
  • 13. Link Penalties• Bad links can hurt sites and the only way you can recover is to remove the links and submit a re- inclusion request• The biggest risk is if you acquire links through a link network• If you outsource to an agency they should send you a link report every month – you need to look through this and see if you think the links are on good sites• If the links look bad they probably are
  • 14. Don’t get links from these people
  • 15. Or these……
  • 16. Example Strategy – Travel Site, Cumbria• We shortlisted all tourist attractions & asked for links on their “How to find us” or “Where to stay” pages• We wrote about things to do in Cumbria and mentioned the best tourist attractions in return• Published travel guides to Cumbria on lots of travel blogs• Arranged for sites about mountain biking, walking etc to add links to local accommodation for each ride/walk
  • 17. Example Strategy – Gadget Retailer• Made friends with 100+ blogs and give away products to review• Arranged a scheme with bloggers where they link to our clients product page when they write about a new product• Allow bloggers to use high quality images as long as they add a link back to the source
  • 18. Example Strategy – Financial Site• Publish regular press releases commenting on stories in the press and releasing statistics on financial issues and products• Our in-house journalists cover the story on lots of relevant blogs
  • 19. Example Strategy – High Street chain• High Street chains offer a unique local opportunity• We spoke to local newspapers across the UK and published dozens of interesting stories about their specific local business• For example a newspaper in Manchester could talk about how the Manchester branch of a particular department store was running a promotion on a certain product & link to the ecommerce page
  • 20. Example Strategy – Flight Comparison Site• Targeted tourist attractions with “how to find us” pages and placed links to the “flights to xxx” page• Published travel guides on blogs for each major city in the UK with an airport• Arranged for 100 tech blogs to review iPhone and Android apps
  • 21. Example Strategy – Bingo Site• Targeted mummy blogs with infographics• Arranged articles in local newspapers focussing on local bingo trends
  • 22. Questions?• www.branded3.com• patrick@branded3.com• twitter.com/patrickaltoft• www.blogstorm.co.uk