Penguin Proof Link Building
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Penguin Proof Link Building

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Presentation from SES Chicago: Getting the link love, Link Building that drives relevant traffic to your Site.

Presentation from SES Chicago: Getting the link love, Link Building that drives relevant traffic to your Site.

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Penguin Proof Link Building Penguin Proof Link Building Presentation Transcript

  • Getting the Link Love Driving Relevant Traffic to Your Site Chuck Price MeasurableSEO.com Chuck@MeasurableSEO.com @ChuckPrice518 Chicago • November 4–7, 2013 • #SESCHI @SESConf
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf About your presenter • Founder of Measurable SEO – A Digital Marketing Agency Specializing in Organic Search Rankings, Link Building & Google Penalty Recovery • Regular Contributor to SearchEngineWatch.com • Founder of the A-Town Rumble, a fundraiser to raise awareness and find a cure for type 1 diabetes. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building is NOT Sexy @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building is NOT Fun @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building (done correctly) is HARD Work @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 2013 Moz Survey Search Engine Ranking Factors @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf And confirmed by Matt Cutts “Links are still the best way that we’ve found to discover (how relevant or important somebody is) and maybe over time social or authorship or other types of markup will give us a lot more information about that.” – Matt Cutts interview with Eric Enge on July 10, 2013. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building Rules Haven’t Changed Significantly over the Years @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf But the Algorithm Has Panda, first introduced in February 2011, was an algorithm update that used artificial intelligence in a more sophisticated and scalable way than previously possible. Penguin, first introduced in April 2012, was an algorithm update that identified, devalued and penalized manipulative links and websites on a scale never before possible. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Resulting in the “Google Paradox” According to Albert Einstein, the definition of insanity is doing the same thing over and over again and expecting different results. The effect of certain types of content and links on Google SERPs proved to be the exception to this rule. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 2010’s “Best” links & top performing content just MIGHT be the cause of 2013’s Penalty Some of the same backlinks that were once responsible for ascending to number one in the SERPs are now responsible for manual penalties. In other words, doing the same kind link building today, as in the past can and will, yield very different results @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Knowledge Graph • The Knowledge Graph, forerunner to Hummingbird, was announced in May 2012 • It's used by Google to deliver search results with semantic-search information gathered from a wide variety of sources > 500 million objects & 3.5 billion facts. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Relevancy now Matters • It’s likely that knowledge graph is heavily incorporated into hummingbird. • Pre KG or Hummingbird a search for car covers could yield results split between an accessory to protect your car, tribute bands that cover the group “The Cars” and songs covered by The cars. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf This affects link value • Suddenly, all of those auto parts links coming from fan sites dedicated to the band, The Cars, are now exposed for what they really are: unnatural and spammy @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Things, not Strings The Knowledge Graph and Hummingbird enables you to search for things, people or places that Google knows about and instantly get information that’s relevant to your query. • This is the first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building Implications •Exact Match anchor text will continue to be devalued as a ranking Factor. •Relevance has replaced PageRank in choosing the best linkbuilding Targets @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Penguin Proof Link Building Strategies That Drive Relevant Traffic @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Building Starts at Home • Panda was a game changer. For the first time, a minimum level of content quality was necessary to achieve top rankings. • From a UX perspective, this was always important, but now it's mandatory in order to rank well. • Leveraging your existing link juice and trust is logical place to begin and is a no risk, yet highly rewarding task. • It all begins with a good website architecture @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf What Would Google Do? • If Google Operated Web Based Businesses, what would their sites look like? • This isn't a hypothetical question... @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Navigate to GoogleVentures.com for an Answer Google Has invested in > 200 Companies @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Google Is investing MUCH more than just cash into these websites • “...every VC has a mentor network these days. We provide unparalleled (and real) access to Google’s massive network of employees and alumni”. • Source: http://www.googleventures.com/hands-on @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf GV is a great resource for competitive or comparative analysis Let's say you have a website that specializes in: Custom Made Furniture - Home Decor - Custom Jewelry-Custom Home Renovations- Made in the USA Then you have something in common with Google: www.custommade.com > 1.4 Million pages indexed @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Internal Linking Structure @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Myth Buster: Detailed Footer Links are NOT SPAM @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf According to Boston.com: “Google Ventures sent in one of its research partners, Michael Margolis, a developer … after the makeover, Custom Made saw a 200 percent jump in the number of people logging in to start projects 100% increase in SE traffic Source: http ://www.boston.com/business/technology/articles/2012/02/06/google_ventures_gives_start_ups_cash_an / @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf On-Page / Interlinking Takeaways • Internal links can have a BIG impact, as you control everything from location on the page to the anchor text. • Use the Home page extensively. Google consistently rewards sites with extensive JS top Nav & big fat footers • Use OSE to identify your most powerful sub-pages • Interlink power pages to your most important (target) pages • Use Bread Crumbs • Use an interlinks plugin if you have a wordpress site @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Focus External Link Building Efforts on • Editorial links – links requiring human intervention and approval. • Links that Are relevant – links on pages where the readers would have a genuine interest in your website, too • Links on Trusted / Authority Websites. Steer clear of low quality “Made for Guest Posting” Blogs @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Just a few of the “Right” Links can get the job done If you know where to look and How to get them. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Quality Links • “Ask Yourself, Would you want this link if there were no Google?” – Eric Ward • The best links are the ones that you would love to have, even if links had no role in search rankings @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Link Schemes = Trouble According to the Webmaster Guidelines, the following are Link Schemes: • • • • • Buying or selling links that pass PageRank Using automated programs or services to create links to your site Linking to a site for the sole purpose of getting a link back Building a link networking for the purpose of linking Large-scale article marketing or guest posting using keyword-rich anchor text • Buying advertorials or articles that include links that pass PageRank • Creating & Distributing Press releases with optimized anchor text Recently Removed from the Guidelines: • “Linking to web spammers or unrelated sites with the intent to manipulate PageRank” • Links that are inserted into articles with little coherence @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Step One Assess the current situation: @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Optimize Existing Links Export Your Links Separate the <a>noText<a> back links Sort by Rank Reach out to Webmasters where links appear on high value pages and ask for A/T if appropriate @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Mining Competitor Backlinks • Everybody Does it – You need to do it better. • Don’t settle for the “same” link as the competition. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Use a Search Query to Find the most relevant page(s) Check the top results for Linking Opportunities Develop an outreach Strategy @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Drill Deeper – Find Pages that are similar to the Top 10 Results @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Mine those Backlinks @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Free Links from Google ~ sort of:) • Reclaim Links that you already “own” • Use GWT to discover broken links • Go to GWT, click on your website, then “Crawl" then "Crawl Errors" in the left Nav. A list of urls and response codes will appear at the bottom of the page • "Repair" the broken links by using a 301 redirect @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Research competitors – the Macro perspective Identify what your competitors are doing and emulate the “best of”... • • • • • • Do they have a press release strategy? Are they submitting their site to niche directories? Are they utilizing content marketing? Are they performing Blogger outreach? Are they building partnerships or sponsoring events? Are they buying links? @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Reverse engineering assets • This approach is akin to reverse engineering backlinks • Look for “Link Worthy” content ideas. • Link Worthy ideas are found on urls with lots of BackLinks from unique domains • Could include great articles, info-graphics, widgets, etc • Chances are, if this type of content attracted links for your competitor, it will be successful for you, too. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Turning Citations into Links Look for urls that mention your brand & brand variations but are not linking to you @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf 10000 Search Engine Queries for your Link Building Campaign The most exhaustive list of search engine queries commonly used to find potential linking partners can be found at SEO Takeaways • • • • • • • • • • • • • • • • • • • Find industry resources Find guest post opportunities Find Link Reclamation Opportunities Find niche blogs Find Interview Opportunities Find sites where you can list your website Find non-profit organizations which accepts donations Find blogs which review products Find Industry Specific Q & A Find blogs which accept sponsored/paid reviews Find Industry Specific Social Profiles Find Google Public User ProfilesFind Chamber of Commerce Site Find primary and secondary education institutions Find Higher Education institutions Find Library Sites Find Research Council Sites Find government institutions Google Advanced Search Google Search Operators for Images @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Reverse (Solicit) Guest Posting There are many advantages to having guest bloggers contribute to your site: • Getting free expert content that can rank for targeted keywords • Potential for new followers, more traffic and potential leads. • Seasoned bloggers frequently link back to previous works • Use tools like Followerwonk to find prospective authors in your niche with a strong social following. • You can also do a simple Google Search (inpostauthor:"Author's Name"). @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Use Co-Citation Co-citation is the steroid to Link Building SEO Co-citation Core Concepts • Link juice flows backwards as well as forward • Good websites link to other good websites • The words around your links matter • Use Anchor Text for co-citation to signal Google about the page theme / topic @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Source: Jayson DeMers @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Co-Citaion Finder @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Get image links • If your website is designed in CSS, submit it to CSS directories like CSS Mania, Best Web Gallery or CSS Elite. • TinEye is a reverse image search engine. You can use it to track down websites using your images. If you find an unlinked image, ask for a link. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Broken links • Broken link building (dead link building) involves pointing out a broken link on a website and asking for a link to your website as a replacement for the bad link. • Highly Scalable – the web is filled with bad links. Tools like the Broken link Finder help to identify opportunities. • High conversion rate – you are offering a compelling reason to link to your website and have helped to fix an error. • For details on how this works, see the Quicksprout tutorial: Black Belt Broken Link Building @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Replace Outdated Content With Fresh @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Niche Content Marketing • Create content targeted to your niche for outreach. • Crawl your target site (The one that you want a link from) looking for outbound links and broken links. • Look for patterns in the content that is being linked to. Create content in sync with the pattern that you find. • Create “Better than original” content as a replacement for the broken links. A copy of most anything worth recreating can be found in the Wayback Machine • This tactic is often used to acquire .edu backlinks. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf How to guides and tutorials • “How to” guides and tutorials are extremely popular and can attract tons of links ~ especially video tutorials. • It's no accident that YouTube hosts over 6.6 Million tutorials. • Don't let the cost or complexity deter you – the payback is too good to pass up. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Resources & Links pages Create content that: • is evergreen • can be continuously updated • can target industry head terms Example: Jason Acidre’s “SEO strategies resources page” • Targeting the keyword “SEO strategies”. • Consistently ranking in the top 3 SERPs for the past 2 years @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Create a Glossary of Terms • Search for “keyword niche glossary” and find what is out there. Create a master list from the glossaries that already exist, and consolidate these ideas. • The longer the glossary is live, the more “authority” and backlinks it acquires. You may need to update it occasionally, but unlike many forms of linkbait, it never gets stale. • Interlink the Glossary Terms to your target urls @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Using Seasonal content for Link Building Plan ahead and start your SEO early. Remember, you need to start the process months before the actual season Seasonal + Data = Infographic “Seasonal” content will attract natural links for years to come, so keep it active. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Using National Holidays & Events for Content Marketing Winner in this category: Pumpkin Giving Birth:Posted to Facebook by Blessed Birth Doula Services. This is a great example of creative and linkworthy content for a difficult niche. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Egobait • Appeal to market influencers by writing a flattering commentary in a blog post ~ one they can't resist linking back to. • For ideas, check out: • How I Got an 80% Success Rate on My Latest Outreach Campaign By Anthony D. Nelson @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf It worked for Pathik! EgoBait for Links ~ It really works! One tactic for getting links that I covered in my presentation at SES Chicago was ego bait. The process is a very straight forward one: Appeal to market influencers by writing a flattering commentary in a blog post ~ one they can’t resist linking back to. One key component to ego baiting is to make sure that the target finds the bait. One great way to accomplish this is through twitter, with a tweet like this: “@chuckprice518 Thanks for your help w/ my post: Link Building Strategies for 2013 from #SESChi bit.ly/USZzS4″ This tweet came from Pathik Bhatt, who was paying attention in class that day, when I promised that I would link to anyone that wrote something nice about my presentation. Rather than risk leaving this opportunity for a link in the hands of a Google Alert, he took a proactive approach and EARNED a link. Nice job, Pathik – keep up the good work http://www.measurableseo.com/egobait-for-links-it-really-works/ @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Free Online Tools • Everyone loves tools – especially when they are free and they are useful. Aaron Wall of SEOBook.com has leveraged his free tool suite into a link Juggernaut • http://tools.seobook.com/ @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Sponsorships Opportunities that Yield Links • Blogging contest: Require participants to post about the contest on their blog & link back to you, the sponsor. Typical Cost $25 - $50 • Clubs: Do a search for “Keyword” club (This may require a little bit of creative thinking and stretch in relevance). Many of these clubs will be happy to have you as a sponsor and link to your site. Typical cost $50 • Events: Do a Google search for “Keyword” sponsors needed and you will find no shortage of sponsorship opportunities. Typical cost $100 - $200 @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Donate to charities & non profits • Run a search for “donators page” and “donations page” and you will be presented with a virtual menu of options for organizations to donate to. • Typical cost $100 - $200 • Karma: Priceless:) @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Using Scholarships for .K12 and .edu Link Building • Scholarships can easily become link magnets for .k12 and .edu backlinks. Award a moderate scholarship in the $300-500 range and begin your outreach to every High School and College that may be interested. The scalability of this one is off the chart and the conversion rate is incredible. Not to mention that you are doing a good thing. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf CustomMade Scholarships • CustomMade empowers individuals who believe in buying custom and disrupting the system of buying mass-produced, impersonal and low quality goods. That’s why we want to hear from students who are passionate about custom and empower them with scholarships to further their career. • • • • • • Check out our current 2013 academic scholarship opportunities: "Why buy custom furniture?" scholarship "Why buy custom jewelry?" scholarship View 2012 academic scholarship recipients: "Consumer advantages of buying custom furniture" scholarship "Consumer advantages of buying custom jewelry" scholarship @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Local Business Groups • Links from the Better Business Bureau (BBB) and the Chamber of Commerce are great for both link building and Trust Building. • Consider your membership fee as a cost of doing business. Not only do you benefit from some powerful links, but you're building trust and adding a new source of local traffic. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Create a Library of Free images • There are tons of bloggers who are in need of free images , so having a private gallery of images related to your niche is guaranteed to attract links @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Be a Parasite • Distribute content (targeting long-tail search terms) on user-generated content sites that have high search share and Trust • Pages hosted on UGC sites like Youtube, Slideshare, Pinterest and Scribd (among others) have better search-ranking power, based on their Domain Authority - especially for long-tail keywords. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Answer Questions Find online discussions that are relevant to what you are marketing (forums, Q&A sites like Quora, & blog comments). Post only relevant information (not overtly promotional). @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf But My Competitors are Spamming Like crazy! What do I do? @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf You might ask yourself @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Understanding Spammers @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf You Make Your Own Luck • Hard core spammers aren’t in it for the long term. Their philosophy is to churn and burn. Ranking for a few weeks, days or even hours in some cases can be very lucrative. You Can’t compete with them and you shouldn’t try • Unless you are willing to burn your website to the ground, don’t even consider coloring outside of the Google Webmaster Guidelines. @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf The Black Hat Trick de jour Making Links with no Domain Authority Work • Leech off / abuse YouTube’s Authority • Create Multiple Google Accounts & Videos • Optimize Descriptions with KW Rich Anchor text • Link “Doorway” Videos to Main Video • “Build” a Spam Backlink Profile. In the case study, Alex used 3 Mixed PR links, 10K forum links, 600 Bookmarks and Ranked #1 in 3 Days @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Think Mobile Consider incorporating an app like Sendola or a script that lets website users send your contact details to their phone, instantly @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Page ONE with NO Links Introducing Bing Boards They’re trying something new at Bing, to see what happens when they bring boutique content to the first page of search results. The goal is to inspire and delight - and connect users with creative people who share their passions and interests. Request an invite: http://www.bing.com/boards/ @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Who exactly is creating Bing Boards? • At the moment, Bing is working with a small group of food and lifestyle bloggers, experts and social influencers • Over time, Bing says they'll evaluate and determine how to broaden and evolve the offerings @ChuckPrice518
  • Chicago | November 4–7, 2013 | #SESCHI | @SESConf Questions? I would love to hear from you @ChuckPrice518