Why Links Matter to Small Businesses& How to Get Them             Kane Jamison of          Hood Web ManagementFor more pre...
Intro       Today were going to focus on:       Quick Intro – How Google & SEO Works       Part 1 – Link Building Concepts...
Intro – How Google & SEO Works                       First, Lets Clarify How Google Works:             Speaking broadly, G...
Intro – How Google & SEO Works                                          In other words:                                   ...
Intro – How Google & SEO Works                                        The Short Version:                To Get More Websit...
Intro       Today were going to focus on:       Quick Intro – How Google & SEO Works       Part 1 – Link Building Concepts...
Part 1                    How Are Links Like a Popularity Contest?         Building links is a lot like running for studen...
Part 1                    How Are Links Like a Popularity Contest?         Building links is a lot like running for studen...
Part 1                    How Are Links Like a Popularity Contest?         Building links is a lot like running for studen...
Part 1                                  So What Makes a Link “Good” Why Links Matter to Small Businesses & How to Get Them...
Part 1                                  So What Makes a Link “Good”       #1 – What site the link comes from:             ...
Part 1                                  So What Makes a Link “Good”       #1 – What site the link comes from: Ideally we w...
Part 1                                  So What Makes a Link “Good”       #2 – Followed vs. NoFollow  “Followed Links” are...
Part 1                                  So What Makes a Link “Good”       #2 – NoFollow vs. Follow          Examples of li...
Part 1                                  So What Makes a Link “Good”       #2 – NoFollow vs. Follow          Examples of li...
Part 1                                  So What Makes a Link “Good”       #3 – Diversity          Google likes to see “nat...
Part 1                                  So What Makes a Link “Good”       #4 – Age or Freshness          Old established l...
Part 1                               OK, What About Best Practices?       Best Practice #1 – Anchor Text          Anchor t...
Part 1                               OK, What About Best Practices?       Best Practice #1 – Anchor Text          Best: Br...
Part 1                               OK, What About Best Practices?       Best Practice #2 – Consistency          Best pra...
Part 1                               OK, What About Best Practices?       Best Practice #3 – Avoid Spam Services:         ...
Intro       Today were going to focus on:       Quick Intro – How Google & SEO Works       Part 1 - Link Building Concepts...
Part 2                       Method #1 – Claim & Complete Listings                                                        ...
Part 2                       Method #1 – Claim & Complete Listings Why Links Matter to Small Businesses & How to Get Them ...
Part 2                                 Method #2 – Copy Competitors    Type their name in quotes and the beginning of thei...
Part 2                                 Method #2 – Copy Competitors Why Links Matter to Small Businesses & How to Get Them...
Part 2                                    Method #3 – Ask Suppliers                                  (Or anyone you pay mo...
Part 2                         Method #4 – Ask Clients & Customers          • Depends on the niche, but there are often pa...
Part 2                                            Method #5 – Blogging          • Creating quality content is still a grea...
Part 2                                    Method #6 – Guest Blogging          • Creating quality content for other website...
Part 2                                            Method #7 – Contests          • People love free stuff - Hold a contest,...
Part 2                                        Method #8 – Host Events       By doing local SEO presentations, I’ve gotten ...
Part 2                                       Method #9 – Get Press #1       Two ways to approach getting press:       1 – ...
Part 2                                      Method #10 – Get Press #2       Two ways to approach getting press:       2 – ...
Part 2                      Method #11 – Sponsor Your Community       This is the digital equivalent of getting your name ...
Part 2                                  Method #12 – Offer Discounts       Offering discounts to groups like Students, Bus...
Part 2                        Method #13 – Sponsor Meetup Groups       Sponsor groups on Meetup.com:       Yarn store?    ...
Part 2                                                     More Methods       Continue thinking about pre-existing opportu...
Kane Jamison                      Phone: (206) 905-4053                      Email: Kane@HoodWebManagement.com            ...
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Why Links Matter to Small Businesses & How to Get Them

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This presentation is an introduction to link building concepts of SEO for small businesses looking to promote themselves online. It covers a basic overview of how Google uses links to judge the value of a website and determine how well it should rank in search results, best practices in link building for small business marketers, how to tell if a link is good or worthwhile, how to spot spammy links and spammy SEO companies, and then dives in to over 12 link This presentation was initially focused on small businesses, however it can be applied to businesses of all sizes.

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Why Links Matter to Small Businesses & How to Get Them

  1. 1. Why Links Matter to Small Businesses& How to Get Them Kane Jamison of Hood Web ManagementFor more presentations and speaking info please visit http://www.hoodwebmanagement.com/speaking/
  2. 2. Intro Today were going to focus on: Quick Intro – How Google & SEO Works Part 1 – Link Building Concepts:  How links are like a popularity contest  What makes a link “good”  Best practices when building links Part 2 – How to Build Links:  Methods that every small business can use to build links to their site Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  3. 3. Intro – How Google & SEO Works First, Lets Clarify How Google Works: Speaking broadly, Google places value on two things: Content on your site such Quantity & quality of links 1 as text, images, and video 2 to your site from other websites on the Internet & Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  4. 4. Intro – How Google & SEO Works In other words: Better links leads to Better rankings on Google, which means... More website traffic, which means... More leads, which means... More sales Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  5. 5. Intro – How Google & SEO Works The Short Version: To Get More Website Traffic, Create good content & get links from others Those are the two fundamental activities of Search Engine Optimization (SEO). Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  6. 6. Intro Today were going to focus on: Quick Intro – How Google & SEO Works Part 1 – Link Building Concepts:  How links are like a popularity contest  What makes a link “good”  Best practices when building links Part 2 – How to Build Links:  Methods that every small business can use to build links to their site Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  7. 7. Part 1 How Are Links Like a Popularity Contest? Building links is a lot like running for student president: Quality of the candidate matters, but if nobody vouches for them, they dont stand a chance of winning against a popular competitor Same with website content Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  8. 8. Part 1 How Are Links Like a Popularity Contest? Building links is a lot like running for student president: Quality of the candidate matters, but if nobody vouches for them, they dont stand a chance of winning against a popular competitor Same with website content Quantity of votes is important Same with links Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  9. 9. Part 1 How Are Links Like a Popularity Contest? Building links is a lot like running for student president: Quality of the candidate matters, but if nobody vouches for them, they dont stand a chance of winning against a popular competitor Same with website content Quantity of votes is important Same with links Quality of votes matters, too. Not all votes are created equally - being endorsed by Varsity quarterback carries more weight than the new kid Same with links - a link from the New York Times is almost always worth more than John Doe’s Personal Blog Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  10. 10. Part 1 So What Makes a Link “Good” Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  11. 11. Part 1 So What Makes a Link “Good” #1 – What site the link comes from: Just like our high school quarterback vs. new kid example: A link from the Seattle Times is probably worth more than A link from john-does-travel-stories.blogspot.com Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  12. 12. Part 1 So What Makes a Link “Good” #1 – What site the link comes from: Ideally we want links from popular, authoritative, relevant, and trustworthy sites. Examples: - Chamber of Commerce - Newspapers - TMZ.com - University and Government - Popular Blogs .edu & .gov sites - Pinterest - Huffington Post - Topically relevant: Leading websites in your industry - Wikipedia - Locally relevant: - Leading websites in your industry West Seattle Blog Note: Most of these sites fall under more than 1 of these categories. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  13. 13. Part 1 So What Makes a Link “Good” #2 – Followed vs. NoFollow “Followed Links” are regular links, which DO count for value with search engines “NoFollowed Links” are discounted links which DONT count for much value with search engines That doesnt mean NoFollowed links are useless - there is still inherent value in the potential traffic you can get from those links. They just wont help very much for SEO. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  14. 14. Part 1 So What Makes a Link “Good” #2 – NoFollow vs. Follow Examples of links that are often NoFollow: Paid Ads Example: West Seattle Blog sidebar ads Why: Since Google relies on links as quality indicators, they dont want paid links “tainting” their index of links on the internet. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  15. 15. Part 1 So What Makes a Link “Good” #2 – NoFollow vs. Follow Examples of links that are often NoFollow: Paid Ads Example: West Seattle Blog sidebar ads Why: Since Google relies on links as quality indicators, they dont want paid links “tainting” their index of links on the internet. “User Generated Content” Example: Links in the comments section of a newspaper website. Why: Websites do this to discourage spammers and to tell Google that they dont vouch for the quality of the websites. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  16. 16. Part 1 So What Makes a Link “Good” #3 – Diversity Google likes to see “natural” link profiles. That means diverse types of links, such as the following sources: Higher Quality: Memberships like chamber, BNI, rotary; Guest blogging; Professional organizations you belong to; Industry directories; Suppliers and client websites; Prominent local websites or bloggers; Social media profiles, LinkedIn, Facebook, Twitter. Medium Quality: Blog comments, generic-but-not-spammy directory links; Internet Yellow Pages... Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  17. 17. Part 1 So What Makes a Link “Good” #4 – Age or Freshness Old established links are great, but its good to spread your links out over time. This factor is a best practice but not essential IF youre already significantly ahead of competition. This is an example of a good, ongoing link profile spanning many years. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  18. 18. Part 1 OK, What About Best Practices? Best Practice #1 – Anchor Text Anchor text is the text used in a link. In this example, the anchor text is “Joe’s Burgers”: Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  19. 19. Part 1 OK, What About Best Practices? Best Practice #1 – Anchor Text Best: Branding and keywords (without being spammy): Branded: Kane is the owner of Hood Web Management Keywords: Hood Web Management is a Seattle SEO Company Careful, dont go overboard on anchor text or it can look spammy. OK: Just the URL: URL: http://www.hoodwebmanagement.com/ Avoid: Non-Descriptive Anchor Text: Non-Descriptive: click here for more info Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  20. 20. Part 1 OK, What About Best Practices? Best Practice #2 – Consistency Best practice: Be consistent with the following things: Brand Name: Is it West 5, West 5 Lounge, or West 5 Lounge and Restaurant? Pick one, and make it match the titles of your pages on Google Places, Facebook, Yelp, etc. Address: Stick with 4250 California Ave SW Suite 101 Dont change to 4250 California Avenue Southwest, Ste. 101 Phone: (206) 905-4053 or 206-905-4053, but not both URL: Yes http://www.hoodwebmanagement.com/ No http://hoodwebmanagement.com Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  21. 21. Part 1 OK, What About Best Practices? Best Practice #3 – Avoid Spam Services: Avoid things like: • “Cheap” or “Bulk” link providers • Link services that talk about “link wheels” and “link networks” or building links exclusively on websites that they own. • X number of article submissions per month • X number of blog comments per month • X number of directory submissions per month • X number of social bookmarks per month • X number of RSS submissions per month None of these things are inherently spammy, but when they promise you a certain number on an ongoing basis – that’s almost always spam. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  22. 22. Intro Today were going to focus on: Quick Intro – How Google & SEO Works Part 1 - Link Building Concepts:  How links are like a popularity contest  What makes a link “good”  Best practices when building links Part 2 – How to Build Links:  Methods that every small business can use to build links to their site Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  23. 23. Part 2 Method #1 – Claim & Complete Listings GetListed.org: Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  24. 24. Part 2 Method #1 – Claim & Complete Listings Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  25. 25. Part 2 Method #2 – Copy Competitors Type their name in quotes and the beginning of their address in quotes. Start on page 1 of Google and visit each page, and think to yourself “how could I get a link from this page or this website? Then do that. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  26. 26. Part 2 Method #2 – Copy Competitors Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  27. 27. Part 2 Method #3 – Ask Suppliers (Or anyone you pay money to) • Give them a testimonial and ask that they link your company name • Ask them to list you on their “vendors” or “where to find our product” pages • Are you in a office building with a website? Or does your landlord have a website? Do you have art from a local artist on your walls? Your janitor service? Coffee delivery service?... I bet they all have websites… *hat tip to Adam at SEER interactive and this blog post: http://www.seerinteractive.com/blog/35-local-link-opportunities-you-missed Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  28. 28. Part 2 Method #4 – Ask Clients & Customers • Depends on the niche, but there are often pages on their site that would be appropriate to link to you. • If they’re highly unrelated (they’re a nutritionist, you’re their lawyer) than that’s less valuable. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  29. 29. Part 2 Method #5 – Blogging • Creating quality content is still a great way to earn links • Once the content is created, you’ll need to reach out to relevant websites and partners to get them to share the content on social networks, their websites, or their email lists • This strategy is highly recommended, because adding blog content to your website tends to add a lot of value to your site Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  30. 30. Part 2 Method #6 – Guest Blogging • Creating quality content for other websites - could be national blogs, could be local and complementary businesses • The rough process is: • Offer to create some content for them • Create the content • Get an author’s byline in the content: Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  31. 31. Part 2 Method #7 – Contests • People love free stuff - Hold a contest, preferably giving away some of your product or service as the prize • There are many, many contest websites that will happily link to http://www.yoursite.com/contest-page • The basic goal should be some combination of more Facebook Fans/Likes, Email Subscribers, Twitter Followers, etc. • Shameless plug – Hood Web Management has a contest promotion package. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  32. 32. Part 2 Method #8 – Host Events By doing local SEO presentations, I’ve gotten links from: • Biznik.com • SeattleBusinessMag.com • WSChamber.com • KomoNews.com • ChamberMaster.com • Eventful.com • HelloSeattle.com • NWSource.com (Seattle Times) • Seattle.com • SpeakerMix.com • LinkedIn.com • SeattleBusinessDirectory.net • EventSetter.com These are just the business event sites, there’s many more for “fun” events. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  33. 33. Part 2 Method #9 – Get Press #1 Two ways to approach getting press: 1 – Do Something Worth Talking About: Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  34. 34. Part 2 Method #10 – Get Press #2 Two ways to approach getting press: 2 – Be a Resource to Journalists: Help A Reporter Out: http://www.helpareporter.com/ Because of HARO, I’ve been quoted and linked on: • Dun & Bradstreet - http://blog.dandb.com • Under 30 CEO - http://under30ceo.com/ • Insperity - http://www.insperity.com/ • YFS Magazine - http://yfsentrepreneur.com/ • Flex Jobs - http://www.flexjobs.com/ • Handful of others that were less notable All of these were short quotes – no more than a few sentences. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  35. 35. Part 2 Method #11 – Sponsor Your Community This is the digital equivalent of getting your name on Tee-ball jerseys. Plenty of local charities have “sponsor” and “donors” pages. • Tee-ball teams • Animal Shelters • Arts Walk • Boy Scouts • Rotary • Block Parties • Churches • Food Bank • Movies in the Park • School Bands • Kiwanis • Taste of WS Not sure where to start? Try searching Google for: "seattle" sponsor* site:.org "west seattle" donat* list in kind donations list site:.org “Green lake” Seattle Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  36. 36. Part 2 Method #12 – Offer Discounts Offering discounts to groups like Students, Business Groups, Community: KEXP: http://kexp.org/support/donorbenefits.asp (Requires Sponsorship) Associated General Contractors of Washington: http://www.agcwa.com/MemberBenefits/ UW: http://www.washington.edu/admin/hr/benefits/saving/discounts/index.html http://www.studentrate.com/studentrate/school/deals/DealSummary.aspx?titl e=Local_Deals&school=washington Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  37. 37. Part 2 Method #13 – Sponsor Meetup Groups Sponsor groups on Meetup.com: Yarn store? Sponsor knitting club. Lawyer? Sponsor free legal services or law school group. Greek Restaurant? Sponsor cooking club, or “Greek culture” group. Meetup.com offers followed links for group sponsors, but “perks” go to a separate landing page. Offer both if they’ll let you. Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  38. 38. Part 2 More Methods Continue thinking about pre-existing opportunities: • Industry Groups & Associations you belong to: • Guilds & Unions, Professional Associations, etc. • Certification websites for your industry • Local Groups & Associations you belong to: • Chamber, BBB, BNI, Rotary, Junction Association, etc. • Quality Business Directories: • Yelp • OpenTable • Kudzu • Manta • Yellow Pages • BrownBook • CitySearch • Angie’s List • Acxiom • Yahoo Local • Express Update USA • Business.com • Bing Local • Merchant Circle • AboutUs.org • Google Local • Insider Pages • Local.BOTW.org • Superpages • Localeze • BizJournals.com • UrbanSpoon • Judy’s Book • CityVoter.com Why Links Matter to Small Businesses & How to Get Them Kane Jamison of Hood Web Management
  39. 39. Kane Jamison Phone: (206) 905-4053 Email: Kane@HoodWebManagement.com Also: Twitter.com/KaneJamison Twitter.com/HoodWebMgmt Facebook.com/HoodWebManagement Was this presentation useful for you? Please leave a review for Hood Web Management on Yelp or Google+ Places.Or, connect and leave a recommendation for me on LinkedIn or Biznik. Thanks!

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