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Effective Link Building<br />Starting at 10:30am PDT<br />Chat with follow webinar attendees:<br />http://bit.ly/seomozcha...
Effective Link Building<br />Justin Briggs, SEO Consultant, Distilled<br />@JustinRBriggs<br />June 2011; PRO Webinar<br />
See all videos: http://www.distilled.net/store/boston2011/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br /...
Sociable Geek<br />Internet Culture<br />Sales Experience<br />Creativity<br />Ingenuity<br />Analytical Skills<br />Techn...
Stop getting links, <br />and start earning them?<br />meh.<br />
A link builder can dominate large brands by simply outworking them.<br />
How do I compete?<br />Competition<br />National brands<br />Large marketing budgets<br />Free resources<br />Thousands of...
Systematic Hustle<br />
What do you need?<br />What might be done?<br />#3 Brainstorm<br />Approaches<br />#2 Competitive Analysis<br />In Theory<...
Hustle For Links<br />
Do what it takes<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
6 Months before, I told a coworker:<br />“I’m getting links on these pages”<br />
Site wasn’t “good enough”<br />Spent six months building out blog, content, and social media.<br />
Figure out what they link to.<br />Now BUILD IT!<br />Nice, email.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozi...
Does this work?<br />PA 48, DA 80<br />PA 48, DA 62<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questi...
Get your content out<br />StumbleUpon posted content to their Facebook and Twitter<br />http://www.stumbleupon.com/ads/<br...
Throwing mud at a wall is NOT a link building strategy.<br />
You need stellar, targeted content.<br />
But sometimes content fails.<br />And it’s embarrassing.<br />
Even if you failed, <br />you still need links.<br />
So JFDI.<br />
Recover Failed Infographic<br />http://www.seomoz.org/blog/how-to-build-links-with-infographics<br />Chat: http://bit.ly/s...
Creative Contact Mining<br />Just a Stanford blog with guest posts…<br />There is no contact information.<br />Fail.<br />...
Take the time to find the email<br />This will give you their email.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mo...
The first infographic I created was picked up by a BIG site, but they messed it up.<br />
I hunted for nearly two hours to find their personal email address.<br />“You can’t outsource giving a shit.”<br />- Tom C...
They’re now the first person I email when I’m promoting content.<br />
They get me  a lot of links.<br />
Link Giver Psychology<br />
By initiating a low risk relationship, you increase the success of your link request.<br />
Incremental Commitment<br />
Blogging Contest<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />Mak...
Getting the Link<br />85% placed the link!<br />Hi <Their Name><br />Thanks for your entry. I will pass it on to the judge...
Be Creative<br />Yes, seriously.<br />I got a link like this.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<b...
So do you think <removed> would help you survive against zombies? Even if not, I think it'd be epic to bust out in Spanish...
Best Alternative to a <br />Negotiated Agreement<br />
No<br />Can I have link?<br />Yes<br />Can I overcome reasons?<br />Win!<br />Yes<br />No<br />What else can I get?<br />T...
Improve Effectiveness<br />
Increase Link Valuation<br />Traditional Link Valuation<br /><ul><li>Anchor text
Number of outbound links
Position on page
TrustRank / PageRank
Domain level metrics</li></ul>Relative Link Valuation<br /><ul><li>Compare to profile
Compare to previous links
Value based off  profile naturalness
Brand boosts link value</li></ul>Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar pan...
Lower quality, aggressively anchored links had value boosted by high value branded campaign.<br />
Surprising Growth<br />Rank<br />Time<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToW...
Use branded high value links to increase value of high leverage, lower value link building tactics.<br />
Directories? Yes, still<br />“You can’t outsource giving a shit.”<br />- Tom Critchlow<br />Protip: Consider this relative...
Ingenuity<br />
Improve Prospecting with GCSE<br />http://www.seomoz.org/blog/replace-yahoo-linkdomain-with-google-custom-search-engine<br...
Scale Prospecting with Scrapers<br />http://www.distilled.net/blog/seo/building-your-own-scraper-for-link-analysis/<br />C...
Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
Quickly Identifying Site Type<br />http://www.distilled.net/excel-for-seo/<br />Chat: http://bit.ly/seomozchat<br />Twitte...
Some of these aren’t very active today.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoT...
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Transcript of "Effective link building justin briggs- mozinar"

  1. 1. Effective Link Building<br />Starting at 10:30am PDT<br />Chat with follow webinar attendees:<br />http://bit.ly/seomozchat<br />Ask questions using the Questions functionality to the right.<br />Technical problems or feedback on the webinar:<br />Please email team@seomoz.org<br />
  2. 2. Effective Link Building<br />Justin Briggs, SEO Consultant, Distilled<br />@JustinRBriggs<br />June 2011; PRO Webinar<br />
  3. 3. See all videos: http://www.distilled.net/store/boston2011/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  4. 4. Sociable Geek<br />Internet Culture<br />Sales Experience<br />Creativity<br />Ingenuity<br />Analytical Skills<br />Technical Skills<br />Hustle<br />What Makes An Effective Link Builder<br />See full post: http://www.seomoz.org/blog/what-makes-an-effective-link-builder<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  5. 5. Stop getting links, <br />and start earning them?<br />meh.<br />
  6. 6. A link builder can dominate large brands by simply outworking them.<br />
  7. 7. How do I compete?<br />Competition<br />National brands<br />Large marketing budgets<br />Free resources<br />Thousands of linking domains<br />Things may come to those who wait, but only the things left by those who hustle.<br />- Abraham Lincoln<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />Client<br />Unknown brand<br />One in-house marketer<br />Ecommerce, no content<br />< 100 linking domains<br />No blog<br />No social media<br />
  8. 8. Systematic Hustle<br />
  9. 9. What do you need?<br />What might be done?<br />#3 Brainstorm<br />Approaches<br />#2 Competitive Analysis<br />In Theory<br />#1 Backlink & Competitive Research<br />#4 Actionable Ideas<br />Real World<br />http://www.seomoz.org/blog/guide-to-competitive-backlink-analysis<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  10. 10. Hustle For Links<br />
  11. 11. Do what it takes<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  12. 12. 6 Months before, I told a coworker:<br />“I’m getting links on these pages”<br />
  13. 13. Site wasn’t “good enough”<br />Spent six months building out blog, content, and social media.<br />
  14. 14. Figure out what they link to.<br />Now BUILD IT!<br />Nice, email.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  15. 15. Does this work?<br />PA 48, DA 80<br />PA 48, DA 62<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  16. 16. Get your content out<br />StumbleUpon posted content to their Facebook and Twitter<br />http://www.stumbleupon.com/ads/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  17. 17. Throwing mud at a wall is NOT a link building strategy.<br />
  18. 18. You need stellar, targeted content.<br />
  19. 19. But sometimes content fails.<br />And it’s embarrassing.<br />
  20. 20. Even if you failed, <br />you still need links.<br />
  21. 21. So JFDI.<br />
  22. 22. Recover Failed Infographic<br />http://www.seomoz.org/blog/how-to-build-links-with-infographics<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />Skip the social, do manual outreach.<br />Incentivize the embed. <br />Guest post:<br />The embed is the post.<br />Chop up the image and repurpose.<br />Additional research and write great post.<br />
  23. 23. Creative Contact Mining<br />Just a Stanford blog with guest posts…<br />There is no contact information.<br />Fail.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  24. 24. Take the time to find the email<br />This will give you their email.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  25. 25. The first infographic I created was picked up by a BIG site, but they messed it up.<br />
  26. 26. I hunted for nearly two hours to find their personal email address.<br />“You can’t outsource giving a shit.”<br />- Tom Critchlow<br />
  27. 27. They’re now the first person I email when I’m promoting content.<br />
  28. 28. They get me a lot of links.<br />
  29. 29. Link Giver Psychology<br />
  30. 30. By initiating a low risk relationship, you increase the success of your link request.<br />
  31. 31. Incremental Commitment<br />
  32. 32. Blogging Contest<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />Make easy to enter (no link requirement).<br />Gave them email address.<br />They emailed in their post.<br />Reply with link request.<br />
  33. 33. Getting the Link<br />85% placed the link!<br />Hi <Their Name><br />Thanks for your entry. I will pass it on to the judges.<br />Would you mind please placing the following code at the top or bottom of the post to let people know it’s an entry in the contest?<br />This post is an entry for the <a href="http://site.com/contest">{Name of the Blog Contest}</a> being hosted by <a href="http://site.com">Brand</a>.<br />Thanks!<br /><Your Name><br />I tested multiple templates. This one won.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  34. 34. Be Creative<br />Yes, seriously.<br />I got a link like this.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  35. 35. So do you think <removed> would help you survive against zombies? Even if not, I think it'd be epic to bust out in Spanish like Stewie on Family Guy while blowing the head off a zombie with a shotgun.<br />I saw on your Twitter that you like <removed>. If you'd be up for checking out our <removed> and reviewing how they can help you survive a zombie apocalypse, I'd love to send one out to you for free. You can pick from <removed>, but I'll leave that up to you.<br />An no, there is no special catch. I just think your blog is funny, and I can send out <removed> for review. And, well, I love zombies. :)<br />Let me know what you think about the review / post idea.<br />Thanks!<br />Justin<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  36. 36. Best Alternative to a <br />Negotiated Agreement<br />
  37. 37. No<br />Can I have link?<br />Yes<br />Can I overcome reasons?<br />Win!<br />Yes<br />No<br />What else can I get?<br />That’ll do.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  38. 38. Improve Effectiveness<br />
  39. 39. Increase Link Valuation<br />Traditional Link Valuation<br /><ul><li>Anchor text
  40. 40. Number of outbound links
  41. 41. Position on page
  42. 42. TrustRank / PageRank
  43. 43. Domain level metrics</li></ul>Relative Link Valuation<br /><ul><li>Compare to profile
  44. 44. Compare to previous links
  45. 45. Value based off profile naturalness
  46. 46. Brand boosts link value</li></ul>Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  47. 47. Lower quality, aggressively anchored links had value boosted by high value branded campaign.<br />
  48. 48. Surprising Growth<br />Rank<br />Time<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  49. 49. Use branded high value links to increase value of high leverage, lower value link building tactics.<br />
  50. 50. Directories? Yes, still<br />“You can’t outsource giving a shit.”<br />- Tom Critchlow<br />Protip: Consider this relative to my last tip.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />Check homepage cache date, eliminate stale sites.<br />Check indexation of linked from page.<br />Avoid high difference between mR and PR.<br />Check listing order (newest, alphabetical, PR)<br />Take the time to submit it right.<br />
  51. 51. Ingenuity<br />
  52. 52. Improve Prospecting with GCSE<br />http://www.seomoz.org/blog/replace-yahoo-linkdomain-with-google-custom-search-engine<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  53. 53. Scale Prospecting with Scrapers<br />http://www.distilled.net/blog/seo/building-your-own-scraper-for-link-analysis/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  54. 54. Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  55. 55. Quickly Identifying Site Type<br />http://www.distilled.net/excel-for-seo/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  56. 56. Some of these aren’t very active today.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  57. 57. Find Fresh Linkers<br />Doesn’t give date search like normal.<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  58. 58. Put date parameter from regular search in linkfromdomain URL<br />http://www.distilled.net/blog/seo/finding-fresh-linkers-quick-linkfromdomain-hack/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  59. 59. http://www.distilled.net/blog/seo/how-to-build-agile-seo-tools-using-google-docs/<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  60. 60. Scale Outreach<br />http://toutapp.com<br />Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  61. 61. Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  62. 62. Chat: http://bit.ly/seomozchat<br />Twitter: #mozinar<br />Questions? Use GoToWebinar panel<br />
  63. 63. Q+A<br />Justin Briggs, SEO Consultant, Distilled<br /><ul><li> Twitter: @JustinRBriggs
  64. 64. Blog: www.distilled.net
  65. 65. Email: justin.briggs@distilled.net</li></ul>Don’t miss MozCon, July 27-29, 2011<br />http://www.seomoz.org/mozcon<br />
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