Advanced Link Building WorkshopAdvanced Link BuildingWorkshopby Tim Grice
Advanced Link Building Workshop
Advanced Link Building WorkshopContents•   SEO Landscape      • Penguin & Unnatural Links      • Removals and Reconsiderat...
Advanced Link Building WorkshopSEO Turbulence
Advanced Link Building WorkshopGoogle’s On-going Clean Up       • Toolbar PageRank Launched2000       • Florida Update - T...
Advanced Link Building WorkshopSEO Changed•   Low quality content is actively being penalised•   Unnatural links are been ...
Advanced Link Building WorkshopUnnatural Links    1    2
Advanced Link Building WorkshopSlight Difference               • Penalty Applied 2 – 3 weeks after the message   Message 1...
Advanced Link Building WorkshopPenguin•   The Over Optimisation Algorithm•   3% of queries affected•   Aggressive anchor t...
Advanced Link Building WorkshopCombating Unnatural Links• Look for low quality follow links in your profile that pass weig...
Advanced Link Building WorkshopLink Audit
Advanced Link Building WorkshopLink Classification
Advanced Link Building WorkshopIs this link manipulative?
Advanced Link Building WorkshopUnnatural Links Hit•   Rankings relying on low quality links will all drop•   Most severe p...
Advanced Link Building WorkshopAdditional Considerations• Build high value editorial links with brand anchor text• Use bra...
Advanced Link Building WorkshopPenguin – Link Spam Algorithm•   Targets web spam tactics that have been against Google’s g...
Advanced Link Building WorkshopPenguin Hit•   Specific keywords lose rankings•   Anchor text manipulation is a significant...
Advanced Link Building WorkshopRemoval Process       Contact                  Whois   Hosting        Form
Advanced Link Building WorkshopReconsideration Advice•   Only submit when you have removed 80% of identified links or more...
Advanced Link Building WorkshopLink Penalty Recovery
Advanced Link Building WorkshopReconsideration Recovery
Advanced Link Building Workshop301 Redirect?• Will help recover in the short term• If links aren’t removed penalty will pa...
Advanced Link Building WorkshopIs SEO Dead?
Advanced Link Building Workshop                      Comment                        Spam    Article                       ...
Advanced Link Building WorkshopThe Right Strategy
Advanced Link Building Workshop                                Locations Optimisation           Video Optimisation        ...
Advanced Link Building WorkshopYour Strategy Has To Change
Advanced Link Building Workshop
Advanced Link Building WorkshopLink Building Isn’t Enough…
Advanced Link Building WorkshopLink Profile Architecture•   Building links with editorial value•   Perform outreach to fac...
Advanced Link Building WorkshopNegative SEO?
Advanced Link Building WorkshopAdvice From Google•   They see a slightly different version of webmaster tools•   Links can...
Advanced Link Building WorkshopGoogle Webmaster Hangouts                    https://sites.google.com/site/we              ...
Advanced Link Building WorkshopSummary•   Remove duplicate/low quality content•   Remove spam links from your profile•   S...
Advanced Link Building WorkshopCrafting the Perfect Link profile
Advanced Link Building WorkshopBrand Anchor Text
Advanced Link Building WorkshopVariation
Advanced Link Building Workshop
Advanced Link Building WorkshopDomain Authority Spread
Advanced Link Building WorkshopPaid Links?
Advanced Link Building WorkshopNatural Profile
Advanced Link Building WorkshopLink strategyThe only way to future-proof your link strategy is to make links a naturalby-p...
Advanced Link Building WorkshopRelationshipsMost agency/client link building relationships work like this                 ...
Advanced Link Building WorkshopIt should work something like this                                                       Ma...
Advanced Link Building WorkshopTweeting
Advanced Link Building WorkshopEditorial Discretion   “I would draw a little bit of daylight between paid directories that...
Advanced Link Building WorkshopDoesn’t matter if links are paid, it   matters how they appear.
Advanced Link Building WorkshopSharing Links•   Good content always gets more shares than links•   Social shares should be...
Advanced Link Building WorkshopIt’s not about quantity…. anymore
Advanced Link Building WorkshopLink Quantity
Advanced Link Building WorkshopLink Building Strategies
Advanced Link Building WorkshopOutreach Process             Create      Begin  Niche             Mutual    Outreach      E...
Advanced Link Building WorkshopBreaking Down A NicheExample – Film and movie bloggers:•   Film news•   Independent film•  ...
Advanced Link Building WorkshopShared & Linked To ArticlesWhy do we need this?The most important element of the profileIf ...
Advanced Link Building WorkshopOpen Site Explorer
Advanced Link Building WorkshopTurn into a table and sort by social metrics or link metrics – note down both
Advanced Link Building WorkshopSearchMetricsThese are the top, socially visible postsGreat indication as to the content th...
Advanced Link Building WorkshopBuzzStreamStore contacts and send emails through BuzzStream
Advanced Link Building WorkshopPossible TemplateHi [name],I hope all is well.I am currently representing [client x] who ar...
Advanced Link Building WorkshopA More Generic ApproachHi [First Name],I hope this email finds you well. I came across [pri...
Advanced Link Building WorkshopPress Release Strategies
Advanced Link Building WorkshopPress Release Results
Advanced Link Building WorkshopAre they worth it?•   Use as part of a brand anchor text strategy•   Push out in line with ...
Advanced Link Building WorkshopLink Wheel… With a Twist                  Guest                   post Guest               ...
Advanced Link Building WorkshopAdvertorials
Advanced Link Building WorkshopNewspapers Penalised?http://www.mattcutts.com/blog/why-did-my-pagerank-go-down/#comments•  ...
Advanced Link Building WorkshopInfogr.amCreate an Infographic in minutesYou could offer to visualise posts that were popul...
Advanced Link Building WorkshopLeveraging Links•   Interviews•   Images•   Translation•   Commentary•   Giveaways•   Flatt...
Advanced Link Building WorkshopExamples•   Bingo – Mummy Blogger Awards•   Trailers from Cinema Chain•   Expert opinion – ...
Advanced Link Building WorkshopLow Budget SEO•   Have to move away from focussing on quantity•   Bi monthly outreach / lin...
Advanced Link Building WorkshopGuest Post Friendly?Have guest posts been posted previously? If no, it indicates they aren’...
Advanced Link Building WorkshopWrite for us               +
Advanced Link Building WorkshopAuthority Publisher  Brainstorm                 Publish on      Seed out to                ...
Advanced Link Building WorkshopOur news strategy                    Base content around current                    events ...
Advanced Link Building WorkshopRecommended Tools
Advanced Link Building WorkshopSummary•   Bad links have to be removed•   A natural link profile should be crafted•   Link...
Advanced Link Building WorkshopQuestions?Tim.grice@branded3.comhttp://www.branded3.com/http://www.seowizz.net/@tim_grice
Upcoming SlideShare
Loading in...5
×

Advanced Link Building Training - Tim Grice - Brighton SEO

4,707

Published on

Tim Grice shares insight and expert advice on link building and SEO. Taking into account recent algorithm changes and the need to make links natural and of editorial value.

Published in: Education, Technology, Design
0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,707
On Slideshare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
72
Comments
0
Likes
10
Embeds 0
No embeds

No notes for slide
  • After we’ve selected the niche
  • Possibly even quote the shares of previous articles to get buy in
  • Once in Excel, filter down to pages with more than 1 link to them
  • Bold is why they should take you up on your offer
  • Advanced Link Building Training - Tim Grice - Brighton SEO

    1. 1. Advanced Link Building WorkshopAdvanced Link BuildingWorkshopby Tim Grice
    2. 2. Advanced Link Building Workshop
    3. 3. Advanced Link Building WorkshopContents• SEO Landscape • Penguin & Unnatural Links • Removals and Reconsideration• Crafting the Perfect Profile • Brand Anchor Text & Variation • Negative Profiles • Editorial Discretion• Link Building Strategies • Advanced outreach • Budget SEO • Integrated Strategies
    4. 4. Advanced Link Building WorkshopSEO Turbulence
    5. 5. Advanced Link Building WorkshopGoogle’s On-going Clean Up • Toolbar PageRank Launched2000 • Florida Update - The Death of Keyword Stuffing2003 • Cassandra – Death to Hidden Links and co-owned domains • Austin Update – Hidden Text and Meta Tag Stuffing2004 • Jagger Update – Devaluation of low quality links (reciprocal links & link farms)2005 • Nofollow to control outbound links • Vince – The Brand Update2009 • Rel Canonical – Duplicate Clean Up • Bing & Google Confirm Social Signals are used in Algorithm2010 • May Day Update – Sites with low quality thin content seemed to affected • PANDA!!2011 • Unnatural Links / Penguin / Blog Networks2012
    6. 6. Advanced Link Building WorkshopSEO Changed• Low quality content is actively being penalised• Unnatural links are been devalued and causing penalties• Anchor text manipulation is being actively penalisedGoogle are getting better at detecting quality and removing spam
    7. 7. Advanced Link Building WorkshopUnnatural Links 1 2
    8. 8. Advanced Link Building WorkshopSlight Difference • Penalty Applied 2 – 3 weeks after the message Message 1 • Links have to be removed and Reconsideration submitted • Less serious, may see slight drops in key terms Message 2 • Should endeavour to remove links and monitor rankings • Consider reconsideration if rankings/traffic don’t recover
    9. 9. Advanced Link Building WorkshopPenguin• The Over Optimisation Algorithm• 3% of queries affected• Aggressive anchor text• Unnatural link patterns/signals• Aggressive on page tactics • Keyword stuffing • Hidden text • Manipulative redirects • Cloaking • Manipulative Content
    10. 10. Advanced Link Building WorkshopCombating Unnatural Links• Look for low quality follow links in your profile that pass weight and/or anchor text• Unnatural Links 1 – All links to be removed and reconsideration to be sent via Webmaster Tools• Unnatural Links 2 – Identify spam links, remove, apply reconsideration only if you have seen negative impact
    11. 11. Advanced Link Building WorkshopLink Audit
    12. 12. Advanced Link Building WorkshopLink Classification
    13. 13. Advanced Link Building WorkshopIs this link manipulative?
    14. 14. Advanced Link Building WorkshopUnnatural Links Hit• Rankings relying on low quality links will all drop• Most severe penalties hit with the first batch of messages• Removing links + Reconsideration is the only way to recover
    15. 15. Advanced Link Building WorkshopAdditional Considerations• Build high value editorial links with brand anchor text• Use branded email address if possible• Use pseudonym email address for particularly spammy sites, as a social/PR backlash is possible
    16. 16. Advanced Link Building WorkshopPenguin – Link Spam Algorithm• Targets web spam tactics that have been against Google’s guidelines for years• Looks for unusual linking patterns• Links in spun or scraped content• Aggressive anchor text strategies• Devalues rankings for keywords that have been aggressively targeted
    17. 17. Advanced Link Building WorkshopPenguin Hit• Specific keywords lose rankings• Anchor text manipulation is a significant factor• Remove links and wait for algorithm to update
    18. 18. Advanced Link Building WorkshopRemoval Process Contact Whois Hosting Form
    19. 19. Advanced Link Building WorkshopReconsideration Advice• Only submit when you have removed 80% of identified links or more• Attach Google doc that displays the effort made to clean links up• Attach challenging email exchanges• Show evidence of contact e.g. email addresses
    20. 20. Advanced Link Building WorkshopLink Penalty Recovery
    21. 21. Advanced Link Building WorkshopReconsideration Recovery
    22. 22. Advanced Link Building Workshop301 Redirect?• Will help recover in the short term• If links aren’t removed penalty will pass 3 – 4 months later• May consider 404ing redirecting problem pages away from the domain• Always last resort
    23. 23. Advanced Link Building WorkshopIs SEO Dead?
    24. 24. Advanced Link Building Workshop Comment Spam Article Content Marketing Spinning SEO Text Strategy FakeLink Ads Reviews Blog Forum Networks Profiles If this is your strategy, YES!
    25. 25. Advanced Link Building WorkshopThe Right Strategy
    26. 26. Advanced Link Building Workshop Locations Optimisation Video Optimisation Outreach Schema Content StrategyBlogging SEO Authorship Strategy Image Optimisation Technical SEO Social Google + Editorial Link Building
    27. 27. Advanced Link Building WorkshopYour Strategy Has To Change
    28. 28. Advanced Link Building Workshop
    29. 29. Advanced Link Building WorkshopLink Building Isn’t Enough…
    30. 30. Advanced Link Building WorkshopLink Profile Architecture• Building links with editorial value• Perform outreach to facilitate content/social strategy• Remove poor links• Balance anchor text with keyword variation• Actively build brand links
    31. 31. Advanced Link Building WorkshopNegative SEO?
    32. 32. Advanced Link Building WorkshopAdvice From Google• They see a slightly different version of webmaster tools• Links can take months to be re-crawled and ‘neutralised’• All requests are manually reviewed• Google work on a sample of links (you have to remove from this sample)
    33. 33. Advanced Link Building WorkshopGoogle Webmaster Hangouts https://sites.google.com/site/we bmasterhelpforum/en/office- hours
    34. 34. Advanced Link Building WorkshopSummary• Remove duplicate/low quality content• Remove spam links from your profile• Send in reconsideration if you have been negatively affected• Adopt an editorial link building strategy with a high editorial threshold• Clean up anchor text manipulation and balance profile with brand signals• Adopt a more holistic strategy incorporating all search products
    35. 35. Advanced Link Building WorkshopCrafting the Perfect Link profile
    36. 36. Advanced Link Building WorkshopBrand Anchor Text
    37. 37. Advanced Link Building WorkshopVariation
    38. 38. Advanced Link Building Workshop
    39. 39. Advanced Link Building WorkshopDomain Authority Spread
    40. 40. Advanced Link Building WorkshopPaid Links?
    41. 41. Advanced Link Building WorkshopNatural Profile
    42. 42. Advanced Link Building WorkshopLink strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isn’t easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you won’t get enough to rank
    43. 43. Advanced Link Building WorkshopRelationshipsMost agency/client link building relationships work like this Corporate Comms Linkbuilding Media Public Affairs Relations Agency Client PR Onsite Keyword SEO Strategy Optimisation Research Strategy Internal Blog Outreach Comms Other SEO Crisis Comms Social Media projects Client does some great stuff over here Agency does some other stuff over there
    44. 44. Advanced Link Building WorkshopIt should work something like this Marketing Media Blog Social Crisis Internal PublicCorporate Comms SEO Relations Outreach Media Comms Comms Affairs SEO Links Links Links Keywords Links Links Links Training Technical Reputation SEO Management Every marketing task can be performed by the client or the agency – usually an agile agency will fill the gaps where the client doesn’t have in-house resource
    45. 45. Advanced Link Building WorkshopTweeting
    46. 46. Advanced Link Building WorkshopEditorial Discretion “I would draw a little bit of daylight between paid directories that exercise no editorial discretion and those like Yahoo, who have a high editorial threshold.” Matt Cutts - Feb 2012 We need to be focusing on building links that very few people can get, links that clearly show editorial discretion has taken place.
    47. 47. Advanced Link Building WorkshopDoesn’t matter if links are paid, it matters how they appear.
    48. 48. Advanced Link Building WorkshopSharing Links• Good content always gets more shares than links• Social shares should be built at the same time as creating links• Links acquired should be shared• If a piece of content doesn’t warrant a share, it doesn’t warrant a link
    49. 49. Advanced Link Building WorkshopIt’s not about quantity…. anymore
    50. 50. Advanced Link Building WorkshopLink Quantity
    51. 51. Advanced Link Building WorkshopLink Building Strategies
    52. 52. Advanced Link Building WorkshopOutreach Process Create Begin Niche Mutual Outreach Evaluate Profiling Benefit Campaign
    53. 53. Advanced Link Building WorkshopBreaking Down A NicheExample – Film and movie bloggers:• Film news• Independent film• Horror• Action• Film reviews• Film makingA single generic approach simply wont cut it across all of these niches, weneed to tailor our outreach to each mini-niche
    54. 54. Advanced Link Building WorkshopShared & Linked To ArticlesWhy do we need this?The most important element of the profileIf we know what articles are shared and linked to – we can tailor our contentand outreach hooks around thisThere are a few ways this can be done for different budget sizes…
    55. 55. Advanced Link Building WorkshopOpen Site Explorer
    56. 56. Advanced Link Building WorkshopTurn into a table and sort by social metrics or link metrics – note down both
    57. 57. Advanced Link Building WorkshopSearchMetricsThese are the top, socially visible postsGreat indication as to the content that the niche wants
    58. 58. Advanced Link Building WorkshopBuzzStreamStore contacts and send emails through BuzzStream
    59. 59. Advanced Link Building WorkshopPossible TemplateHi [name],I hope all is well.I am currently representing [client x] who are [client info].We’re actually a big fan of your blog over here, and we saw that [post x] was a real winner for you guys last yearwith almost [x shares] on [SM platform], we liked it so much that we wrote a follow up piece to see if it could getclose to [post x] in terms of popularity on [SM platform], which would give you guys some great exposure inthat platform.Let me know if you’d be interested and we can send it over for you to have a read through.Many thanks,Joe Griffiths
    60. 60. Advanced Link Building WorkshopA More Generic ApproachHi [First Name],I hope this email finds you well. I came across [primary website] and I really love it!I manage [client x’s] blogger relations where we’re looking to connect with key figures in the [niche] blogosphere, acommunity that is very important to us.So much so that we’re hosting an exclusive, invite only Google+ Hangout [event description] We would love to extendthis invite to you and ask for you to cover this on [site name] where we will supply you with a video of the Hangoutand ask you to share your experiences with your readers.Please RSVP back to me and I can get you booked in Hope to hear from you soon!Best regards,[Name]Blogger relations
    61. 61. Advanced Link Building WorkshopPress Release Strategies
    62. 62. Advanced Link Building WorkshopPress Release Results
    63. 63. Advanced Link Building WorkshopAre they worth it?• Use as part of a brand anchor text strategy• Push out in line with other outreach activity• Only publish content that is genuinely news worthy• There are better ways to spend cash (consider cision point)
    64. 64. Advanced Link Building WorkshopLink Wheel… With a Twist Guest post Guest Guest Post post Authority Publisher Target Website Guest Guest Post Post
    65. 65. Advanced Link Building WorkshopAdvertorials
    66. 66. Advanced Link Building WorkshopNewspapers Penalised?http://www.mattcutts.com/blog/why-did-my-pagerank-go-down/#comments• If below a PR the site is likely penalised• Check quality of sponsored/advertorial type content• Ensure your content is high quality and links naturally
    67. 67. Advanced Link Building WorkshopInfogr.amCreate an Infographic in minutesYou could offer to visualise posts that were popularin the niche by using the social data from the profilesIf that doesn’t work data is also freely available atlots of governmental websitesKeep links natural/brand
    68. 68. Advanced Link Building WorkshopLeveraging Links• Interviews• Images• Translation• Commentary• Giveaways• Flattery• Sharing
    69. 69. Advanced Link Building WorkshopExamples• Bingo – Mummy Blogger Awards• Trailers from Cinema Chain• Expert opinion – financial spread betting• Data trends from diamond retailer• Backup Plugin for Wordpress
    70. 70. Advanced Link Building WorkshopLow Budget SEO• Have to move away from focussing on quantity• Bi monthly outreach / link building (you don’t have to do it all in 1 month)• Make use of white hat networks
    71. 71. Advanced Link Building WorkshopGuest Post Friendly?Have guest posts been posted previously? If no, it indicates they aren’t open to receivingarticles and a different approach (or awesome outreach) is needed
    72. 72. Advanced Link Building WorkshopWrite for us +
    73. 73. Advanced Link Building WorkshopAuthority Publisher Brainstorm Publish on Seed out to Monitor Get Buy In Ideas Authority Site Bloggers Alerts/Links
    74. 74. Advanced Link Building WorkshopOur news strategy Base content around current events Comment and react to industry changes and news Incorporate your social activities into you content
    75. 75. Advanced Link Building WorkshopRecommended Tools
    76. 76. Advanced Link Building WorkshopSummary• Bad links have to be removed• A natural link profile should be crafted• Link building should be a bi-product of wider marketing activity• Links acquired should have editorial value• Find something to leverage• Low budget white hat SEO is possible• Invest in the right tools
    77. 77. Advanced Link Building WorkshopQuestions?Tim.grice@branded3.comhttp://www.branded3.com/http://www.seowizz.net/@tim_grice
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×