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Building Links in a Post Penguin World

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Originally presented to the Austin SEO Meetup Group on January 22, 2013, this presentation reviews what Google Penguin is, who it impacted, how to insulate against it, and a list of ideas for building ...

Originally presented to the Austin SEO Meetup Group on January 22, 2013, this presentation reviews what Google Penguin is, who it impacted, how to insulate against it, and a list of ideas for building links that will not result in complications for the value of your link profile.

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Building Links in a Post Penguin World Presentation Transcript

  • 1. Building Links in a Post-PenguinWorld Tommy P. Landry Return On Now
  • 2. My Background • 22 Years Marketing – 17 online, 13 SEO, 8 SEM – Started Out Marketing / Managing Bands – IT Marketing: AMD, SolarWinds, Pervasive, Winternals, Anue Systems – Other: SensorTran, Guiltless Gourmet – Co-Founder: Tsuna, RotoExperts, TFS • MBA, Information Management & Marketing1/22/2013 ©2012, Return On Now. All Rights Reserved. 2
  • 3. What I’m Doing Now• President, Return On Now – Increase Web Visibility and Lead Flow • Search Engine Optimization • Search Engine Marketing / Pay Per Click • Content Marketing & Messaging • Social Media • Web Analytics, Conversion Optimization • Training and Coaching – Virtual Team for Execution1/22/2013 ©2012, Return On Now. All Rights Reserved. 3
  • 4. Agenda• What is Penguin?• Who Did it Impact?• Google Proof Your Website• Building Links in the Wake of Penguin1/22/2013 ©2012, Return On Now. All Rights Reserved. 4
  • 5. Penguin: What Is It? • Also Known As: – Over-Optimization Penalty – Webspam Update • Penalizes Link Manipulation (Black Hat) – Link Farms (Link Rings) – Purchased Links – Spammy Commenting – Article Marketing – Over-optimized Anchor Text1/22/2013 ©2012, Return On Now. All Rights Reserved. 5 Image Source: AtlantaSEOs.com
  • 6. Who Did It Impact? • Sites With Over-optimized Anchor Text – Exact Match Keywords in Anchor Text for >65% of Overall Backlinks – Low Share of Branded Links in Profile – No Naked URL or “Filler” Anchor Text (click here)1/22/2013 ©2012, Return On Now. All Rights Reserved. 6 Image Source: AgentsOfValue.com
  • 7. Link Profile Comparison: AnchorText Bad Good SOURCE: Search Engine Journal1/22/2013 ©2012, Return On Now. All Rights Reserved. 7
  • 8. Over-Optimized Anchor Text Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 8
  • 9. Over-Optimized Anchor Text Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 9
  • 10. Who Else Did It Impact? • Sites With Links from the Wrong Websites – Irrelevant Sources – Known Sources of Paid Links – Low Quality Directories – Comment Spam – Low-Quality Spammers or Black Hats1/22/2013 ©2012, Return On Now. All Rights Reserved. 10
  • 11. Links from the Wrong Websites Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 11
  • 12. 2 Factors Behind PenguinPenalties Over-optimized Links from Wrong Anchor Text Websites1/22/2013 ©2012, Return On Now. All Rights Reserved. 12
  • 13. Negative SEO• Competitors Driving Bad Links to Your Site To Hurt Your Ranking – Keyword stuffed anchor text – Links from shady sites (porn, malware, etc.) – Automated blog / forum spam in volume• Cutts: “Risk of Negative SEO is Low”1/22/2013 ©2012, Return On Now. All Rights Reserved. 13 Image Source: PosseSocialMedia.com
  • 14. Google Link Disavow Tool• To Notify Google of Links You Cannot Have Removed• Very risky! But very effective.1/22/2013 ©2012, Return On Now. All Rights Reserved. 14
  • 15. Google Proof Your Website• Don’t Over-Optimize – Vary up Anchor Text – Weave in Brand Terms, URLs, fillers• Get Links From Good, Relevant Sources – Quality (PR 3+, High MozTrust) – Relevance (Same / Similar Niche) – Quantity (Domains > Link Volume)• No Shortcuts (e.g. sitewide links)1/22/2013 ©2012, Return On Now. All Rights Reserved. 15
  • 16. Building Links in the Wake of Penguin1/22/2013 ©2012, Return On Now. All Rights Reserved. 16 Image Source: weidert.com
  • 17. The BEST Link Building TacticNow Is…• Content Marketing – Generating Compelling Content That Will Inspire Others to Share or Link to It • Write & Distribute • Influence the Influencers – Guest Posting on High Quality Sites in Your Niche • Also Provides Great Exposure for You • Helps Establish Thought Leadership / Expertise1/22/2013 ©2012, Return On Now. All Rights Reserved. 17
  • 18. Partners: Easy and Relevant• Channel Partners / Channel Vendors• Technology Partners• Associations• Relationships with Analysts / Industry Experts1/22/2013 ©2012, Return On Now. All Rights Reserved. 18 Image Source: redcross.org
  • 19. Design: High Engagement• Shared Presentations• Viral Friendly Content – Snarky Videos – Satire – Crowd-Sourced• Infographics• Memes1/22/2013 ©2012, Return On Now. All Rights Reserved. 19
  • 20. Philanthropy: Links fromCharities• Donate• Volunteer• Sponsor• Speak• Help Create Content or Spread the Word1/22/2013 ©2012, Return On Now. All Rights Reserved. 20
  • 21. PR: Links from the Press• Press Releases• Joint Press Releases• Micro-Releases (PitchEngine)• Interviews (HARO)• Placed Content / Editorial• GOAL: News Write-ups1/22/2013 ©2012, Return On Now. All Rights Reserved. 21
  • 22. Premium Content• Research / Surveys• Reviews• Free Tools / Templates• Training Materials / How-to’s• Contests / Awards1/22/2013 ©2012, Return On Now. All Rights Reserved. 22
  • 23. About Social Media• NoFollow Matters• Quick Pointers – Seed Your Content – Push Out to Fans / Followers – Give to Receive – Google+ is a Must (Author Authority)1/22/2013 ©2012, Return On Now. All Rights Reserved. 23
  • 24. Summary• Google is Forcing SEO to Evolve• Focus on White Hat – No Shortcuts – Vary up Anchor Text – Get Links From Similar Sites• There Are Still Ample Options for Building Links1/22/2013 ©2012, Return On Now. All Rights Reserved. 24
  • 25. Link-building: Do’s and Don’t’s SOURCE: TrafficColeman.com1/22/2013 ©2012, Return On Now. All Rights Reserved. 25
  • 26. Connect With Me• Website: http://ReturnOnNow.com• Email: tommy@returnonnow.com• Social Media – Twitter: http://twitter.com/tommy_landry (@tommy_landry) – Google+: https://plus.google.com/110129090773870452776 – LinkedIn: http://www.linkedin.com/in/tommylandry/1/22/2013 ©2012, Return On Now. All Rights Reserved. 26