Building Links in a Post Penguin World

608
-1

Published on

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.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
608
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Building Links in a Post Penguin World

  1. 1. Building Links in a Post-PenguinWorld Tommy P. Landry Return On Now
  2. 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. 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. 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. 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. 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. 7. Link Profile Comparison: AnchorText Bad Good SOURCE: Search Engine Journal1/22/2013 ©2012, Return On Now. All Rights Reserved. 7
  8. 8. Over-Optimized Anchor Text Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 8
  9. 9. Over-Optimized Anchor Text Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 9
  10. 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. 11. Links from the Wrong Websites Source: Microsite Masters1/22/2013 ©2012, Return On Now. All Rights Reserved. 11
  12. 12. 2 Factors Behind PenguinPenalties Over-optimized Links from Wrong Anchor Text Websites1/22/2013 ©2012, Return On Now. All Rights Reserved. 12
  13. 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. 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. 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. 16. Building Links in the Wake of Penguin1/22/2013 ©2012, Return On Now. All Rights Reserved. 16 Image Source: weidert.com
  17. 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. 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. 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. 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. 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. 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. 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. 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. 25. Link-building: Do’s and Don’t’s SOURCE: TrafficColeman.com1/22/2013 ©2012, Return On Now. All Rights Reserved. 25
  26. 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

×