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Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
Inbound Linking for SEO: Best Practices and Advanced Techniques
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Inbound Linking for SEO: Best Practices and Advanced Techniques

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Inbound links are one of the most important ranking factors in the Google algorithm. Yet, many marketers don\'t know where to begin to attract or build new inbound links to their websites, especially …

Inbound links are one of the most important ranking factors in the Google algorithm. Yet, many marketers don\'t know where to begin to attract or build new inbound links to their websites, especially to boost SEO efforts.

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  • Janet will touch on Article Marketing later on…
  • Transcript

    • 1. Inbound Linking for SEO Best Practices and Advanced Techniques
      July 16, 2009
    • 2. Inbound Linking for SEOBest Practices and Advanced Techniques
      Issue 1:Inbound Linking – Why is it important for SEO?
      Issue 2:Best Practices in Inbound Linking
      Issue 3:Advanced Techniques in Inbound Linking
    • 3. Issue 1: Inbound Linking –Why is it important for SEO?
    • 4. Inbound LinkingWhy is it important for SEO?
      Google's search-rank algorithm ranks pages higher if enough sites link to that page using similar anchor text
      Anchor text is a clickable hyperlink that contains relevant word(s) that allow the search engines to rank the page.
      The more links pointing to a page, the better.
      Popularity contest of sorts
      Relevancy of the link is a key element
      Be deliberate in your linking program (no shortcuts) and you will be rewarded
      Quality links pointing to your site increase your “street cred” or trust with Google.
      The more trust a site has, the higher the ranking
      What does it do to help SEO?
      Improves traffic to your site by clearing the path and proving the site is good enough to be considered by the random searcher
      Anchor text highlights that the content is relevant to the search engines
    • 5. What is Googlebombing?
      An effort to increase the ranking of a page in the Google search results, inorganically.
      Is it still allowed? No. Google has changed the algorithm to minimize this activity.
    • 6. Googlebombing (cont’d)
      How it was done: Miserable Failure and George Bush
      Get people to link: http://www.whitehouse.gov/president/gwbbio.html with the words “miserable failure” as the anchor text.
      Example code: <a href=”http://www.whitehouse.gov/president/gwbbio.html” >Miserable Failure</a> in your favorite web page will look like Miserable Failure
      By January 2007, Google changed the algorithm to list pages that were legitimately discussing things that brought up “miserable failure.”
      “Waffles” was the focus of a Googlebomb featuring John Kerry, outranking legitimate waffle companies
    • 7. Case Study: Shea Hedges Group
      Challenge:
      PR firm specializing in working with high tech companies wanted to rank higher in Google organic rankings for terms like “high tech PR”.
      Website was under major reconstruction, so content could not be edited at the time.
      Solution:
      While the content is under development, inbound links were built to the website with the anchor text focused on the target keywords, including “high tech PR”.
      Result:
      Within 30 days, the website ranked #8 for the term “high tech PR” – only through inbound link building efforts.
    • 8. Case Study: National Geographic Channel
      Challenge:
      Some of the National Geographic Channel’s video pages were being indexed and ranked in Google, but the information was not being updated as the page content was being updated
      Example: Meta descriptions did not update in Google when they were updated on the page.
      While the pages were in the Google XML Sitemap, they were below the point where Googlebot would index.
      There were also NO inbound links to this page.
      Solution:
      Building just a few links both on the channel website itself and inbound links from other websites allowed Googlebot a path to find those pages again and re-index the new content.
    • 9. Types of Inbound Links
      Represents the number of web pages linking to a website or single page.
      Links are like “votes”
      The more quality sites you have giving links, the more votes.
      Link Popularity = the number of inbound links pointing to your website (that a search engine sees)
      Three types of inbound links:
      One-way
      They link to you, but you do not provide a link back.
      Reciprocal
      You exchange links with the third party – you have a link to them on your site and they have a link to you on theirs.
      Paid
      One-way, but requires a fee.
    • 10. Types of Inbound Links (cont’d)
      Paid Linking
      Reciprocal Linking
      Free, One-Way Linking
      $
    • 11. Issue 2: Best Practices in Inbound Linking
    • 12. Best Practices for Inbound Linking
      • No Black Hat! Keep your link building on the up and up
      • 13. The best links are earned links
      • 14. Make sure the links you’re seeking are quality
      • 15. Quality wins over quantity
      • 16. Get as many good quality links as you can.
      • 17. Avoid link farms. These are pages filled with links that serve no purpose except to attempt to defeat search engines.
      • 18. For the most SEO benefit, focus on “dofollow” links
      • 19. Googlebot WILL follow dofollow links and WILL NOT follow nofollow links
      • 20. Change up your anchor text so it looks like the links were built “naturally”
      • 21. Don’t build too many inbound links at once – it doesn’t look natural. Space out your efforts.
    • Measuring Inbound Links
      Yahoo! Site Explorer
      Shows which links are indentified by Yahoo!
      Most reliable inbound link checker
      http://siteexplorer.search.yahoo.com
      Link Diagnosis
      Uses Yahoo! Site Explorer to find inbound links
      Shows the anchor text of inbound links
      Useful for checking the inbound links of competitors and what anchor text they use
      Also shows PR, anchor text and nofollow stats
      http://www.linkdiagnosis.com
    • 22. Ways to Create Inbound Links
      • One way links into your site
      • 23. Press releases/testimonials from happy customers
      • 24. Article marketing
      • 25. Guest blogging
      • 26. Link directory building
      • 27. Relationship (partner)
      • 28. Editorial-mention in a blog or article
      • 29. Dofollow Comments blogs/forums
      • 30. Niche/reciprocal/paid
      • 31. Contest/incentive
    • What Makes a Quality Link
      DoFollow Link
      Exact keyword phrase in anchor text
      Free, one-way link (sometimes reciprocal)
      Relevancy is huge
      High PageRank (http://toolbar.google.com)
      Link contained in like content, such as a blog post
      Links in comments are often not as valuable
    • 32. Inbound Link Strategies
      • Determine your linking neighborhood
      • 33. Similar sites all linking to each other.
      • 34. Are you in the right neighborhood?
      • 35. Benchmark yourself
      • 36. What inbound links do you currently have coming in?
      • 37. Use several search engines and a link popularity checker to paint the picture (http://www.webmaster-toolkit.com/link-popularity-checker.shtml)
    • The Importance of Anchor Text
      • What is anchor text?
      • 38. clickable and relevant word(s) contained in a hyperlink
      • 39. helps search engines to rank the linked page
      • 40. text that is unrelated won’t matter
      • 41. linked text should be relevant to the linked page
      • 42. Abuse of anchor text made Googlebombing possible
    • Link Building Tools
      NoDoFollowFirefox Plugin
      Highlights which links are dofollow and which are nofollow
      Example:
      Purple are dofollow.
      Pink are nofollow.
      https://addons.mozilla.org/en-US/firefox/addon/5687
    • 43. NoDoFollow(cont’d)
    • 44. SEO Linking: Myth vs. Reality
      Myth: Having lots of internal links on my website helps my link popularity, pagerank, or engine ranking.
      Reality: While internal links help provide the bots with more avenues for indexing site content, they do not affect pagerank or directly help engine rankings.
      Myth: Linking to other websites helps my pagerank or engine rankings.
      Reality: Outbound linking from your website does not help build pagerank or engine rankings, but it can help you build relationships to receive a reciprocal link. (example: blog relations)
      Myth: I should pursue ANY kind of link I can for my website.
      Reality: Be choosy with which websites you link to and from. Google mostly prefers free, one-way inbound links.
    • 45. Issue 3: Advanced Techniques in Inbound Linking
    • 46. Link BaitWhat Is It and How Does It Work?
      Link bait is any content that “baits” others to create a link for it.
      Examples of link bait:
      Widgets
      Tools (often free)
      News or humor
      Important keys to a successful tool or widget link bait:
      Must have backlink with desired anchor text
      Link must be OUTSIDE of javascript or flash
      Widget Tool: Clearspring
    • 47. Using Digital Assets for Link Building
      Digital assets are content-based marketing assets including:
      Whitepapers
      Webcasts
      Online Video
      Because they contain valuable content, others will link to them virally
      There are also online directories and aggregators for this type of content
      Allows you to place links to your website
      Example: Placing a link to a whitepaper about employee loyalty on a SHRM chapter website.
    • 48. What is Social Media?
      Blogging
      Micro-blogging (Twitter)
      Social networking (Facebook, LinkedIn)
      Social bookmarking (Digg)
      Blogger relations
      Social media press releases
    • 49. Which types of Social Media can affect SEO?
      Blogging
      Links from the body of other blog posts are helpful to improve SEO rankings
      Links from comments are often ineffectual for SEO
      Many blogs use the “nofollow” tag on comments to prevent comment spam for SEO
      To identify which blogs use “nofollow” vs. those that do not, use the following Firefox plugin
      Also check the robots.txt file: www.url.com/robots.txt
      Blog posts can be repurposed as “articles” for article marketing Example: www.articlemarketer.com
    • 50. Blog post links are “dofollow” (purple)
      Links in comments are “nofollow”
      (pink)
    • 51. Which types of Social Media can affect SEO?
      Micro-Blogging (ex: Twitter)
      Links in Twitter are currently “nofollow” (don’t help SEO)
      However, by sharing blog posts on Twitter, you may attract “viral linking”.
      However, you can’t change the anchor text on the links in Facebook and LinkedIn (they are the URL only)
    • 52. Which types of Social Media can affect SEO?
      Social Networking (Facebook, LinkedIn, etc.)
      Links from some social networking sites may be “nofollow” (they do not help SEO)
      LinkedIn are mostly “dofollow”, but Facebook links outside of Facebook are “nofollow”
      137,000,000 Facebook pages are indexed in Google
      106,000,000 LinkedIn pages are indexed in Google
      However, you can’t change the anchor text on the links in Facebook and LinkedIn (they are the URL only)
    • 53. Which types of Social Media can affect SEO?
      Social Bookmarking
      Most sites are “dofollow”
      However, they look out for SEO folks!
      Always good to include various social media “chicklets” on every website page so that users can quickly social bookmark a story
    • 54. Which types of Social Media can affect SEO?
      Blogger Relations
      Act of working with bloggers to get your stories covered
      Very similar to press relations as a PR function
      Ultimate goal: get a link to your content in the body copy of a blog
      How to do blogger relations:
      Follow specific blogs via Twitter, RSS
      Reach out to the blog owner, writer when you have appropriate content to share or a comment to share
      Be an active participant of that blog owner’s community
    • 55. Which types of Social Media can affect SEO?
      Social Media Press Releases
      Putting press releases out via social media channels
      CAN help SEO, depending on the media channel
      Example: Prweb.com
      Distribution on industry-specific Websites and blogs
      Premium placement for enhanced search results
      Social bookmark links for increased distribution
    • 56. How should I concentrate my efforts w/social media for SEO?
      In order of most effective to least effective(for SEO value vs. time invested):
      Blogging
      Social bookmarking (Digg)
      Micro-blogging (Twitter)
      Social networking (Facebook, LinkedIn)
      Blogger relations/Social media press releases
    • 57. Questions and Answers
    • 58. Contact Us
      Catherine Potts
      @cpotts73
      cpotts@search-mojo.com
      Janet Driscoll Miller
      @janetdmiller
      jmiller@search-mojo.com
      Search Mojo
      http://blog.search-mojo.com
      @SearchMojo

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