Screw Link Building - Clickz Live New York 2014

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Screw Link Building - It's about relationships. Ryan Jones presentation from Clickz Live NY 2014. Topics include Google penalties, Matt Cutts photoshops, Link Building History, Analytics, Relationship Building, & Brand Building

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  • this is a story about you, and me, and your links.there was a time not long ago before links. they didn't exist. now there are good links, bad links, followed links, nofollowed links, paid links, automated links, reciprocal links, guest blog links, and just about every kind of link you could want. how'd that happen?It's not just links. where did all the kinds of ranking factors come from?The answer, sounds like it's straight out of a fairy tale or myth, but it's no such thing.Let's go back across 20 years to a time before search engines used links - when our ancestors lived int he endless winter of excite, infoseek, and altavista
  • Talk about why google used links, and what their intent was… then talk about how we strayed from that intent… leading into next slide.
  • Talk about case study here.
  • It’s not about number of links anymore. It’s about quality of links.Measure direct traffic from links.Audience. Exposure.
  • Screw Link Building - Clickz Live New York 2014

    1. 1. 1 @RyanJones
    2. 2. @RyanJones Manager – SEO & Analytics www.RyanMJones.com This presentation online: http://tiny.tw/3iGk
    3. 3. 3A Brief History Of Link Buildin @RyanJones
    4. 4. 4 @RyanJones
    5. 5. 5 The Evolution of Link Building… @RyanJones Directories Link Exchange s Article Submissions Press Releases Widgets Infographics Guest Blogs Blog Comments Forum Signatures Profiles Local / Places Link Triangles Paid Links Youtube/Pinterest 301s & Subdomains
    6. 6. 6 Let’s Talk About Search Engine Penalties @RyanJones
    7. 7. 7 Cutts 1:20:14 Thou Shalt Not Guest Blog @RyanJones
    8. 8. 8 My thoughts on guest blogging are pretty transparent @RyanJones Here’s How I Reacted To That:
    9. 9. Search Engines want to takes action on: INTENT… NOT TACTICS
    10. 10. 10 Tactics vs. Strategy @RyanJones A strategy is a plan of action with a goal. It consists of several tactics. A tactic is a smaller, focused, less impactful action that’s part of a strategy.
    11. 11. 11 @RyanJones WHAT IS YOUR STRATEGY? Guest Blogging Is NOT a Strategy. Strategies include: Acquire lower funnel traffic Increase brand awareness Ask: “what’s the goal of guest blogging?” What’s the goal of rankings? That will lead you to your strategy.
    12. 12. 12 DON’T BE A LINK BUILDING IDIOT @RyanJones
    13. 13. 13 @RyanJones LINK BUILDING Evolution vs. Creation
    14. 14. 14 Brand Building Content Marketing Press Mentions “Going Viral” Social Engagement These are Earned Links QUIT CREATING LINKS. START EARNING THEM
    15. 15. 15 If You Can Automate & Scale It… SEARCH ENGINES CAN DETECT IT
    16. 16. 16 This is NOT Link Building
    17. 17. 17 Engines Favor Brands Because Brands Earn Links Big Brands don’t think of it as “Link Building” They treat link building like any other type of ad: • Is this audience appropriate? • How many eyeballs will see it? • How much traffic should I expect? • Will it convert? • Does it accomplish my campaign goals? @RyanJones
    18. 18. 18 THIS IS HOW I BUILD LINKS I Turn This: Into This: Source: Google Webmaster Tools Crawl Errors Report@RyanJones
    19. 19. 19 MEASURING LINK BUILDING VANITY METRICS: # of Links PageRank Page Authority LRDs (linking root domains) BETTER METRICS: Visitors New Visitors Conversions Unique Referring Domains
    20. 20. FACT: LINK BUILDING IS HARD
    21. 21. SO DON’T DO LINK BUILDING: DO BRAND BUILDING DON’T GET LINKS. GET ENDORSEMENTS BUILD RELATIONSHIPS
    22. 22. 22 The Evolution of Link Building… @RyanJones Directories Link Exchange s Article Submissions Press Releases Widgets Infographics Guest Blogs Blog Comments Forum Signatures Profiles Local / Places Link Triangles Paid Links Youtube/Pinterest 301s & Subdomains Relationship Building & Real Marketing
    23. 23. 23 Let’s…. @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com Ryan Jones Manager – SEO & Analytics SapientNitro

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