• Like

SEO Linkbuilding That Drives Business Results

  • 286 views
Uploaded on

Links to your site play a large role in determining your company’s position on search engine results pages. You can learn how to develop a comprehensive link-building strategy that will help you …

Links to your site play a large role in determining your company’s position on search engine results pages. You can learn how to develop a comprehensive link-building strategy that will help you ascend to the top … literally.
On September 13, join Alex Dunks of WebMarketing123 and MECLABS/MarketingSherpa's Daniel Burstein, as they teach you practical steps to take – and those to avoid – in external and internal link-building initiatives.
Lessons in this free, hour-long webinar,, include:
• Why links should permeate an online strategy
• How to create well-built links
• How to make the most of a site’s internal links
• Why social signals matter today
• How to assess whether outsourcing these functions is right for you

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
286
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 3 minute YouTube: Chinese Skyscraper built in 15 days: http://www.youtube.com/watch?v=sjGhHl-W8Wg
  • Links are a means to an end. Since links continue to be the single greatest ranking factor for Google’s algorithm, they have the potential to boost your website’s ranking in search results on whichever keywords you target. But leaping into linkbuilding will not yield the results you’re looking for, unless you have first laid the groundwork. What we often hear is that companies put tremendous resources into building ranking on keywords that generate traffic but not conversions. It’s an easy mistake to make. It’s also common to misinterpret that situation to mean that SEO doesn’t work for your business. Let’s take a deeper look.
  • We’re startingwith keywords, because one of the most important features of each link is the anchor text- that keyword-rich text that is highlighted blue by web browsers and actually points back to your website. You’ll want to create links for each of your keywords as anchor text. Google’s latest algorithm updates require that the anchor text appears in a context that is relevant to those keywords, and that the link points to a page that is also relevant to the context and keywords. This reflects Google’s efforts to reduce the influence of paid links and link schemes, whose link value Google now devalues. But it also reflects Google’s intention to deliver the most relevant page for the searcher. If you’re going to rise in the rankings, you need to pick the keywords which have search volume and are most likely to lead to conversions and sales, but you also need to have content that incorporates and elaborates on those keywords. (too text heavy?)
  • If you look in your Google Analytics, you’ll see that there are keywords that are already driving traffic to your website organically, but they represent a small fraction of all the potential keywords that represent potential buyers.
  • Some keyword terms are introducers.
  • Others search terms are Influencers, and are more likely to be searched by potential buyers a little further along in their process.
  • If a person is searching for Product Reviews, Model #’s, proprietary terms, something-something-provider, or something-something-solution, they’re closer to closing on a purchase.
  • As you develop a keyword list for linkbuilding, make sure that you’re covering the whole purchase process of your target audience.
  • Longer search terms- three or four word terms, are often made by searchers closer to purchase. The point here is that you’re going to want a mix of keywords. A portfolio of keywords that represents different stages of your purchasers’ process. In general, the shorter or branded terms tend to be introducers, and the longer or more technical.
  • Briefly!
  • There are great tools available at no cost to you, that can support your keyword research process. Adwords is one.
  • Google Insights (thinkwithgoogle.com) is another.Daniel Question: Kim asked “What are the best and most up-to-date website assessment tools which measure inbound links?”
  • What is the state of your Landing Pages, Database, Analytics? Are you able to capture and track the actions of a visitor to your website?
  • When someone comes to your website and completes a form, are you capturing and tracking what keyword brought them to you?What is the state of your Landing Pages, and Analytics? Have you set up unique Thank You pages for each goal completion, and do you know where in your Analytics software you can view this data?
  • While it’s true that linkbuilding is likely to lead to more traffic and more conversions, what if it’s just 2 of your 20 keywords that are delivering conversions? Would you know? And what if none of these conversions are actually leading to proposals or deals? Would you know that? Linkbulding is an ongoing process, because your competitors are linkbuilding, too, and because you can’t build all that many links at once and expect Google to give you credit for them. If you’re going to put the resources into link building, make sure that you’ll be able to evaluate the relative success of different keywords you’re building links against.
  • External links, the inbound links to your website, should come from a wide variety of websites. Ideally, they’ll be highly reputable sites, but they should be sites that have actual visitors, not just pages full of links. In a similar vein, your internal linking should also be deliberate, rather than relying on site-wide footer links, which have little SEO value. {CLICK} Use internal linking to delineate content silos- areas of your website clustered around a topic or product.
  • Most of your social links will already be “no follow”, meaning that there is a snippet of HTML code attached to the link that tells search engines not to give it ranking value. A normal link profile has a healthy amount of no follow links
  • There are countless types of link exchanges, link wheels, link schemes out there. With the latest rounds of algorithm updates, the reality is that these links may earn you a “unnatural link warning” from Google or a ranking penalty, but at best just won’t deliver any measurable effect, while exposing you to unnecessary risk.Daniel Question: Drew asks: “How can I measure the effectiveness of a link?”
  • Earlier we discussed that Google expects links to be grounded in a context where they appear, and link to a page that also has relevant and unique content. Where are you with content?
  • Keyword-rich descriptions of products and services, thought leadership pieces and videos that may attract social shares. Embeddable infographics. Tagged photos that will appear in Google Image Search. Take an inventory of your existing content, whether or not it is presently deployed on your website. Take an inventory, also, of your organizational capacity for content creation. Daniel Question: Brad asked, “How do you get links when the topic of your site isn’t thrilling (for example construction products, manufacturing)?”
  • Not all of your content will be suitable.
  • How realistic is it to produce new content, and then to syndicate it through a linkbuilding program?Daniel Question: Dennis asks “We are a small team. How to find an outsourcing partner without ending up with a scam artist or getting in trouble with Google?”
  • If you’ve done a rigorous keyword research process, you may have 100 or 200 keywords that look desirable. The place to start is the low hanging fruit. Ask yourself: which of those terms have reasonable monthly search volume, logically seems to be a promising keyword (or you have existing data about how it’s converted) and it’s on page 2, or low on page 1 of the search results? These are the low-hanging fruit.
  • There’s a big difference between each ranking position…
  • Write a press release around a release of a product, a milestone, or a company presence at an event. Syndicate your press release through a paid service like PR wire, business wire, or PR Web. Don’t be surprised that there’s a surcharge to have a live link in the press release. These sites are considered highly credible by Google, and your press release could be re-posted by tens or even hundreds or thousands of other websites.
  • Add keywords as alternative-text to photos. This is a best practice for webmasters, since some people use browser add-ons that block images, But there’s a two nuances here. The alt-text renders as a link- so you’ve created an internal link. Share the image (with the alt-text) with partner sites (corporate parent site, conference presenter site, local business directory site) and now you’ve got an external link. I use this example because this kind of opportunity happens year-round across your company, and you’ll want to increase the SEO-IQ of your team such that you’re not letting these go by.
  • Search for your field plus the words “guest blogger” and you’ll likely find more than a few site hosts eager to hear from you! It’s a lot of work to generate fresh content constantly, and bloggers are often very open to having guest posts. Giving samples or freebies to bloggers is also a standard practice.
  • Since the algorithm update called “Panda”, websites with many outbound links have been held to a higher standard by Google. In the early days of search engines, Google depended on hierarchical directories to understand the web, and early rankings leaned heavily on these. But the algorithm has grown far more sophisticated, and directories have proliferated. Still, we’ve all found useful information in websites that list resources, but these tend to be all focused on a single topic. Websites with links to all different kinds of websites? This is where your “1,000 backlinks for $10”-type backlinks will end up, and the algorithm simply ignores them.
  • On Bing, too.

Transcript

  • 1. Building Links That Improve Search Results Alex Dunks Daniel Burstein Business Development Director of Editorial Content© 2012 Webmarketing123
  • 2. Digital Marketing Agency specializing in SEO / PPC / Social Media / Website Design WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES (2012)© 2012 Webmarketing123
  • 3. WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH COST-EFFECTIVE DIGITAL MARKETING© 2012 Webmarketing123
  • 4. Frequently Asked Questions  Request the slides – email contact@webmarketing123  We’re live tweeting @webmarketing123 webinar highlights. facebook.com/webmarketing123 webmarketing123© 2012 Webmarketing123
  • 5. Build Links That Drive Search Results Business Results© 2012 Webmarketing123
  • 6. Agenda 1 Lay a Strong Foundation 2 Do You Have Tracking in Place? 3 Links as Diverse as Your Keywords 4 Tailor Your Content Strategy 5 Three-Month Game Plan© 2012 Webmarketing123
  • 7. Lay a Strong Foundation Keyword Selection Keyword Mapping Keyword Benchmarking© 2012 Webmarketing123 1
  • 8. © 2012 Webmarketing123
  • 9. Keyword Selection© 2012 Webmarketing123 1
  • 10. Introducer© 2012 Webmarketing123 1
  • 11. Influencer© 2012 Webmarketing123 1
  • 12. Closer© 2012 Webmarketing123 1
  • 13. Map Your Keywords to the Purchase Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decisions Purchase© 2012 Webmarketing123 1
  • 14. Conversion Rate by Phrase Length Average Conversion Rate %© 2012 Webmarketing123 Source: SEOmoz http://mz.cm/ar9RzJ 1
  • 15. Use Google’s Own Data to Measure Demand© 2012 Webmarketing123 1
  • 16. Harness Insights for Keyword Research Evaluate search trends by industry, brand, or demographic© 2012 Webmarketing123 1
  • 17. Keyword Mapping© 2012 Webmarketing123 1
  • 18. Benchmark Your Organic Traffic Filter out “branded” traffic© 2012 Webmarketing123 1
  • 19. Agenda 1 Lay a Strong Foundation 2 Do You Have Tracking in Place? 3 Links as Diverse as Your Keywords 4 Tailor Your Content Strategy 5 Three-Month Game Plan© 2012 Webmarketing123
  • 20. © 2012 Webmarketing123 2
  • 21. Do You Have Tracking in Place? Landing Page© 2012 Webmarketing123 2
  • 22. Do Your Database and Tracking Systems Look like This?© 2012 Webmarketing123 2
  • 23. Agenda 1 Lay a Strong Foundation 2 Do You Have Tracking in Place? 3 Links as Diverse as Your Keywords 4 Tailor Your Content Strategy 5 Three-Month Game Plan© 2012 Webmarketing123
  • 24. Seek Diversity© 2012 Webmarketing123 3
  • 25. Seek Diversity© 2012 Webmarketing123 3
  • 26. Seek Diversity But Avoid Link Exchanges© 2012 Webmarketing123 3
  • 27. Agenda 1 Lay a Strong Foundation 2 Do You Have Tracking in Place? 3 Links as Diverse as Your Keywords 4 Tailor Your Content Strategy 5 Three-Month Game Plan© 2012 Webmarketing123
  • 28. Got Content? Images and Videos Whitepapers, Case Studies Infographics© 2012 Webmarketing123 4
  • 29. © 2012 Webmarketing123 4
  • 30. © 2012 Webmarketing123 4
  • 31. Agenda 1 Lay a Strong Foundation 2 Do You Have Tracking in Place? 3 Links as Diverse as Your Keywords 4 Tailor Your Content Strategy 5 Three-Month Game Plan© 2012 Webmarketing123
  • 32. © 2012 Webmarketing123 5
  • 33. Three-Month Game Plan© 2012 Webmarketing123 5
  • 34. Three-Month Game Plan  Low Hanging Fruit© 2012 Webmarketing123 5
  • 35. Three-Month Game Plan  Low Hanging Fruit  Press Releases© 2012 Webmarketing123 5
  • 36. Three-Month Game Plan  Low Hanging Fruit  Press Releases  Images & Alt-Text Alt-text: “online presentation software”© 2012 Webmarketing123 5
  • 37. Three-Month Game Plan  Low Hanging Fruit  Press Releases  Images & Alt-Text  Guest Blogging© 2012 Webmarketing123 5
  • 38. Three-Month Game Plan  Low Hanging Fruit  Press Releases  Images & Alt-Text  Guest Blogging  Relevant Directories© 2012 Webmarketing123 5
  • 39. Three-Month Game Plan  Low Hanging Fruit  Press Releases  Images & Alt-Text Social  Guest Blogging Search  Relevant Directories  Social© 2012 Webmarketing123 5
  • 40. Social Influences Search, and Can Earn Links© 2012 Webmarketing123
  • 41. Social Influences Search, and Can Earn Links© 2012 Webmarketing123
  • 42. Three-Month Game Plan  Low hanging fruit  Press Releases  Images  Guest Blogging  Relevant Directories  Social© 2012 Webmarketing123 5
  • 43. Key Takeaways • Don’t waste effort. Lay a foundation by establishing the right keyword list and checking your goal-tracking. • Use diversity as a guiding principle for keyword strategy, link sources, and your overall link profile. • Leverage your existing collateral and empower your team to generate more unique, high quality & share-worthy content.© 2012 Webmarketing123
  • 44. We Invite You To… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: SEO/PPC/Social Media Marketing Measurement/Analytics Approach seo@webmarketing123.com Lead Gen Effectiveness TEAM UP WITH ONE OF THE FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012)© 2012 Webmarketing123