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Links were naturally earned &       humanly curated
Then this came along…
Also known as…
Quickly followed by this....
And eventually this!
Which caused a few headaches…
Started a few long-overdue clean-ups!
And launched lots of different theories...
The Google Gap is closingImage source: http://www.searchcowboys.com/
Essentially Penguin is the ‘cousin’ of Panda…                  Panda identifies thin/weak content                  and pen...
Phase 1: Demote sites with more content ranking        than their reputation has earned          http://uk.blueglass.com/b...
Pages that have no activity/links/comments/shares   are there to manipulate Google’s algorithm
Phase 2: Anchor Text Over-Optimisation Penalitieswww.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need...
Google in 2013 has more data/signals than ever          (and they’re using them...)
Google Chrome is #1 Browser in the World            http://mashable.com/2012/05/21/chrome-is-tops/
Google Analytics Has Dominant Market Share           http://w3techs.com/technologies/overview/traffic_analysis/all
Google Reader + FeedBurner = blog data
Google+ is verification network for authors
This means Google essentially knowswhere, why, who & when content is searched                   for
WHO links to you could be more important          than WHERE it’s from       http://www.recommendedusers.com/authors-write...
But don’t give up on links just yet!
1) Re-think your metrics of site quality          1. Traffic          2. RSS Subscribers          3. Bounce Rate          ...
2) Analyse if/when you’ve been hit            http://www.panguintool.com/
3) Download all of your links
4) Analyse your anchor text distribution %
5) Analyse link volume vs. referring traffic
6) Analyse topical relevancy of links
7) Compare it against your competitors!
8) Find out what a #1 site profilelooks like in your industry & replicate it            Source: www.linkdetective.com
9) Consider removing/disavowing links which       don’t match your target profile
10) Create a scalable content strategy to focus      on quality production & outreachContent types include:    –   Infogra...
11) Focus on audience & topical relevancy to     build a natural & defensible profile
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
Link Building in a Post-Penguin World
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Link Building in a Post-Penguin World

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My presentation from SES London - what does a link building strategy look like in 2013?

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  • *Internal data*
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  • http://blogs.wsj.com/corporate-intelligence/2013/02/01/the-future-according-to-eric-7-points/
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  • Use an image like this? http://www.magneticmag.com/wp-content/uploads/2012/06/rave-culture.jpg
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  • Transcript of "Link Building in a Post-Penguin World"

    1. 1. Links were naturally earned & humanly curated
    2. 2. Then this came along…
    3. 3. Also known as…
    4. 4. Quickly followed by this....
    5. 5. And eventually this!
    6. 6. Which caused a few headaches…
    7. 7. Started a few long-overdue clean-ups!
    8. 8. And launched lots of different theories...
    9. 9. The Google Gap is closingImage source: http://www.searchcowboys.com/
    10. 10. Essentially Penguin is the ‘cousin’ of Panda… Panda identifies thin/weak content and penalises you for publishing itPenguin penalises you for thin/weakcontent which links to you
    11. 11. Phase 1: Demote sites with more content ranking than their reputation has earned http://uk.blueglass.com/blog/content-auditing/
    12. 12. Pages that have no activity/links/comments/shares are there to manipulate Google’s algorithm
    13. 13. Phase 2: Anchor Text Over-Optimisation Penalitieswww.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/
    14. 14. Google in 2013 has more data/signals than ever (and they’re using them...)
    15. 15. Google Chrome is #1 Browser in the World http://mashable.com/2012/05/21/chrome-is-tops/
    16. 16. Google Analytics Has Dominant Market Share http://w3techs.com/technologies/overview/traffic_analysis/all
    17. 17. Google Reader + FeedBurner = blog data
    18. 18. Google+ is verification network for authors
    19. 19. This means Google essentially knowswhere, why, who & when content is searched for
    20. 20. WHO links to you could be more important than WHERE it’s from http://www.recommendedusers.com/authors-writers/
    21. 21. But don’t give up on links just yet!
    22. 22. 1) Re-think your metrics of site quality 1. Traffic 2. RSS Subscribers 3. Bounce Rate 4. Average no of links per post 5. Average no of social shares/comments 6. What Would Matt Cutts Do?
    23. 23. 2) Analyse if/when you’ve been hit http://www.panguintool.com/
    24. 24. 3) Download all of your links
    25. 25. 4) Analyse your anchor text distribution %
    26. 26. 5) Analyse link volume vs. referring traffic
    27. 27. 6) Analyse topical relevancy of links
    28. 28. 7) Compare it against your competitors!
    29. 29. 8) Find out what a #1 site profilelooks like in your industry & replicate it Source: www.linkdetective.com
    30. 30. 9) Consider removing/disavowing links which don’t match your target profile
    31. 31. 10) Create a scalable content strategy to focus on quality production & outreachContent types include: – Infographics – Infograms – In-Depth Articles/Blog Posts – Videos – Kinetic Typography – Interactive Infographics – HTML5 content – Quizzes – Microsites/Communities – Events
    32. 32. 11) Focus on audience & topical relevancy to build a natural & defensible profile
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