Sucessful Link Development - SEM Konferansen 2011


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My presentation from SEM Konferansen in Oslo Norway (September 2011). Going through Link analysis, management, creative and implementation. How to do link builiding properly.

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Sucessful Link Development - SEM Konferansen 2011

  1. 1. Successful Off Page Optimisation Lisa Myers CEO, Verve Search #SEM11 @LisaDMyers
  2. 2. About Lisa Myers <ul><li>11 years experience in Marketing, 6 in Search & Social </li></ul><ul><li>Speaker at Search Conferences Worldwide (SES, SMX, A4U etc) </li></ul><ul><li>Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing </li></ul><ul><li>Heavily involved in the global Search Community , founded and co-founder of European search blog StateofSearch </li></ul><ul><li>Awards </li></ul><ul><li>Management Today “ 35 women under 35 ” list 2009 </li></ul><ul><li>“ Best Use of Technology woman under 30” </li></ul><ul><li> BlackBerry Woman & Technology Awards (2008) </li></ul><ul><li>“ B2B Marketing Newcomer of the Year” (2007) </li></ul>
  3. 3. What is off page optimisation?
  4. 4. <ul><li>Off Page optimisation relates to areas OFF </li></ul><ul><li>Your page/site – the relationship between </li></ul><ul><li>your site and other websites that links, </li></ul><ul><li>bookmarks or socialises your site! </li></ul>
  5. 5. Areas of SEO
  6. 6. <ul><li>Link development is a big part of off page </li></ul><ul><li>optimisation and is interpreted like a “vote”to </li></ul><ul><li>your website. </li></ul>
  7. 7. {some history
  8. 8. PageRank <ul><li>Google developed PageRank to measure </li></ul><ul><li>importance of pages largely based on incoming </li></ul><ul><li>linking structure and quantity </li></ul>
  9. 9. {then came quality and relevancy}
  10. 10. relevance + strength = quality Your Site <ul><li>Not just about page 1 linking to your site, </li></ul><ul><li>but about the overall SITE and it’s relevancy </li></ul><ul><li>Also about Site 2 linking to SITE 1 </li></ul>/Page Site 1 link / Page Site 2 link
  11. 11. latent semantic indexing { LSI }
  12. 12. <ul><li>Increased attention to anchor text relevance, </li></ul><ul><li>and the concept of link &quot;neighbourhoods.“ </li></ul><ul><li>LSI expanded Google's ability to understand </li></ul><ul><li>synonyms and took keyword analysis to the </li></ul><ul><li>next level </li></ul>
  13. 13. In 2011the algorithm is significantly more sophisticated, but.....
  14. 14. Several Updates Later
  15. 15. {there are still weaknesses
  16. 16. Like....Article Spinning <ul><li>Where one article is used to create several versions, by replacing original words using synonyms and rewriting sentences </li></ul><ul><li>Where a single piece of writing is remade into multiple variants of the original by substituting words and sentence structure using similar words. </li></ul>
  17. 17. <ul><li>Article spinning still works because the </li></ul><ul><li>Search Engines aren’t there YET. .... </li></ul>
  18. 18. INTENT
  19. 19. <ul><li>“ In the beginning there were Robotos” </li></ul><ul><li>.....then they evolved </li></ul>
  20. 20. <ul><li>“ If your site is rather new and still unknown, </li></ul><ul><li>a good way marketing technique is to get </li></ul><ul><li>Involved in the community around your </li></ul><ul><li>topic. Interact and contribute on forums and </li></ul><ul><li>blogs.” </li></ul><ul><li>Google webmaster central blog </li></ul>
  21. 23. Social Signals <ul><li># of tweets, facebook shares, Google + </li></ul><ul><li>Authority of authors and sharers is also used in assigning value </li></ul><ul><li>Links shared on facebook fan pages and retweets and mentions of URL on twitter HAS impact on rankings </li></ul>
  22. 24. # of Facebook shares = single highest correlated metric with higher rankings SEOmoz 2011 Ranking Factors
  23. 25. Emerging Ranking Factors <ul><li>Incoming links are judged more strictly, big crack down on paid links </li></ul><ul><li>Relevancy of content around links and </li></ul><ul><li>semantic relationship between sites as well as pages </li></ul><ul><li>Social links and signs have a MUCH bigger impact </li></ul>
  24. 26. Link Development
  25. 27. SEO TOOLS +
  26. 28. <ul><li>Target audience </li></ul><ul><li>Link Analysis </li></ul><ul><li>Creative & Implementation </li></ul>
  27. 29. #1 { target audience
  28. 30. <ul><li>AGE </li></ul><ul><li>GENDER </li></ul><ul><li>LOCATION </li></ul>?
  29. 31. Put yourself in their “shoes”
  30. 32. <ul><li>What are they thinking when trying to solve a problem/finding info? </li></ul><ul><li>What would they search for? </li></ul><ul><li>What sites would they visit? </li></ul>
  31. 33. Social Influencers <ul><li>Identify social influencers within the industry/market you are link building to </li></ul><ul><li>Which channels are they using; Twitter, facebook, LinkedIn? </li></ul>
  32. 34. Finding Influencers <ul><li>Linkdex is just about to add a feature that </li></ul><ul><li>captures and reports on the authors of the </li></ul><ul><li>content providing the links across a combined </li></ul><ul><li>datasets. </li></ul>EXLUSIVE
  33. 36. { link analysis #2
  34. 37. tools...
  35. 38. <ul><li>Linkdex can tell you how many blogs, article sites, directories, news sites, forums etc. have linked to you or your competitors in the last 30 days </li></ul><ul><li>Allows you to easily identify links that were valuable to your competitors for example </li></ul>
  36. 39. What to analyse <ul><li>Anchor text </li></ul><ul><li>Depth of links (what pages are linked to) </li></ul><ul><li>Type of links (sources) </li></ul><ul><li>Authority & Strength of links </li></ul>
  37. 40. Use of Anchor Text
  38. 41. Depth of Links
  39. 42. Type of Links
  40. 43. # Domains Linking
  41. 44. Link Source Authority, Trust, Relevance <ul><li>Influence (Authority & Trust) score puts best linking sites at top of lists and suppresses low quality sites </li></ul><ul><li>Relevance score looks at content of linking page in relevancy to your keywords and site </li></ul>
  42. 45. Filtering
  43. 46. Loads of filtering possibilities <ul><li>Site type e.g. blog, article, forum </li></ul><ul><li>Link anchor (exact and phrase match) </li></ul><ul><li>Domain extension </li></ul><ul><li>New or dropped in last 30 days (Velocity) </li></ul><ul><li>Keyword in title / URL or both of linking page </li></ul><ul><li>Link target folder or page </li></ul><ul><li>Intersections/cross-over with other sites </li></ul><ul><li>No follow / No index </li></ul><ul><li>Image links / text link </li></ul>
  44. 47. Link Building Management
  45. 49. Assigning Tasks Assign link targets to the right people e.g. SEO, client, guest post writer etc
  46. 50. Set a task in competitor view
  47. 51. Get FREE TRIAL! Email [email_address]
  48. 52. { creative & development #3
  49. 53. Types of Link Development <ul><li>Utilising Existing Relationships </li></ul><ul><li>Link Building </li></ul><ul><li>Link baiting </li></ul><ul><li>Article/Content Marketing </li></ul>
  50. 54. Utilising Existing Relationships <ul><li>Often it is the simplest idea that gives you the </li></ul><ul><li>most link juice! </li></ul><ul><li>For example; </li></ul><ul><li>Would your partners, customers etc link to you? </li></ul><ul><li>Which University did the CEO go to? </li></ul>
  51. 55. Links to domain= 35.8 MILLION! PR=9/10
  52. 56. link building
  53. 57. Link Building <ul><li>Directories </li></ul><ul><li>Blog & forum comments </li></ul><ul><li>Usually low quality so work best as fillers. </li></ul>Should NOT be Primary Link Dev Strategy
  54. 58. Finding Relevant Sites <ul><li>Keyword + “artikkel” </li></ul><ul><li>Keyword + “blogg” </li></ul><ul><li>Keyword + “directory” </li></ul><ul><li>For example iPad + “blogg” </li></ul>
  55. 59. link baiting great digital content
  56. 60. <ul><li>A piece of digital content (article, video, </li></ul><ul><li>infographic, etc) that specifically increases </li></ul><ul><li>the chances for generating “organic links” </li></ul>{
  57. 61. GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking
  58. 63. Host the content! <ul><li>This type of link development requires you to host the content on the domain you are doing link dev for!! </li></ul><ul><li>Creating a fab link bait or social media campaign that is not on your domain = lost link equity </li></ul>
  59. 64. Spread the Word <ul><li>Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in.... </li></ul><ul><li>Use the already identified social influencers! </li></ul>
  60. 65. Power of the People
  61. 66. INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)
  62. 67. real examples {link bait
  63. 68. <ul><li>City Inn </li></ul><ul><li>{advent calendar </li></ul>
  64. 70. Result <ul><li>LOTS of links & Social Mentions </li></ul><ul><li>Generated the equivalent of 50% of their average monthly traffic </li></ul><ul><li>Increased email database considerably </li></ul><ul><li>Twitter followers increased by 300% </li></ul>
  65. 71. <ul><li> </li></ul><ul><li>{#SEScrapmas </li></ul>
  66. 73. #1
  67. 74. article marketing Using a piece of content to get a link can be very EFFECTIVE!
  68. 75. Give something back <ul><li>Have something to trade, why should they </li></ul><ul><li>be linking to you? </li></ul><ul><ul><li>Content (must be relevant!) </li></ul></ul><ul><ul><li>Discount/competition </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Free “something” </li></ul></ul><ul><ul><li>YOUR USPs??!! </li></ul></ul>
  69. 76. The Process <ul><li>Do your research (list of sites, find out as much about the site as you can) </li></ul><ul><li>Hunt down most appropriate contact </li></ul><ul><li>Tone of voice in email, although best to call! </li></ul><ul><li>Tailor your email to person </li></ul><ul><li>Be direct, don’t waffle. </li></ul><ul><li>Develop a relationship </li></ul><ul><li>Follow up </li></ul><ul><li>ALWAYS, ALWAYS be polite and personable! </li></ul>
  70. 77. Writing the content <ul><li>Spend time writing the article, it’s got to be good! Include stats, research or similar. </li></ul><ul><li>Make sure the angle is appropriate for target site </li></ul><ul><li>Including keywords that you are targeting for surrounding text </li></ul><ul><li>ANCHOR TEXT (ideally your main target keyword) </li></ul><ul><li>Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! </li></ul>real examples {article marketing
  71. 78. Yale Door <ul><li>Needed links and relevant traffic from websites with similar or relevant content </li></ul><ul><li>Angle/Idea </li></ul><ul><li>Free “keyless lock” competition/give away </li></ul><ul><li>First 10 orders of the composite door get’s free lock worth £200 </li></ul>
  72. 79. Step by Step <ul><li>Researched relevant sites (authority, content, audience etc) </li></ul><ul><li>Creative and writing of article (optimising content) </li></ul><ul><li>Contacted site owners </li></ul><ul><li>Created landing page (with promo code) </li></ul><ul><li>Tracking </li></ul><ul><li>Publishing </li></ul>
  73. 80. Stuff.TV Links to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
  74. 81. Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
  75. 82. Links to domain= 7,79 MILLION PR= 8 Worldwide readership
  76. 83. Result = Links & Traffic
  77. 84. Writing the content <ul><li>Spend time writing the article, it’s got to be good! Include stats, research or similar. </li></ul><ul><li>Make sure the angle is appropriate for target site </li></ul><ul><li>Including keywords that you are targeting for surrounding text </li></ul><ul><li>ANCHOR TEXT (ideally your main target keyword) </li></ul><ul><li>Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! </li></ul>{live example: Elkjop
  78. 85. About Elkjop <ul><li>Nationwide electrical retails shop front and online ecommerce presence </li></ul><ul><li>Thousands of products in hundreds of categories </li></ul><ul><li>Some social presence </li></ul>
  79. 86. Link Analysis <ul><li>Optimising anchor text of current links </li></ul>
  80. 87. Types of links This is where you get the competitive advantage!
  81. 88. Link depth (most linked pages) Broken links
  82. 89. Competitors Links
  83. 90. Link Types OUCH, forum heavy!
  84. 91. Elkjop Strategy <ul><li>#1 Optimise anchor texts and fix broken links (link reclamation) </li></ul><ul><li>#2 Get a Social Presence and integrate with site, possibly integrate a review feature that can be seen in SERPs </li></ul><ul><li>#3 INCREASE Link development strategies such as article marketing and link baiting as competitors has next to NOTHING of this </li></ul>
  85. 92. link development ideas
  86. 93. Easy Linkbait <ul><li>Infographic on energy saving appliances and the money you could be saving. Fridges, washing machines etc </li></ul><ul><li>Kit out your office, send pictures (twitter and facebook) of how bad your office is and why you should win, people could vote for the office in most “need” of Elkjops “kit out” </li></ul>
  87. 94. Social Linkbait “Socialbait” <ul><li>Win an iPad with Elkjop. Retweet and facebook share campaign. </li></ul>
  88. 95. “ Gamebait” - Link Opportunity <ul><li>Create a forum within the Games section. This will considerably increase long tail and traffic to site and also generate considerable amount of links and visits </li></ul><ul><li>Have monthly top scoring lists, get badges for expert level in “insert game name” to include on their blogs etc </li></ul>
  89. 96. @LisaDMyers Thank You! Email: [email_address] Web: