2. Connect with me Online @
Today’s Presenter is…
Become a Fan on Facebook:
http://www.facebook.com/Planet.Ocean
Follow Casey on Twitter:
http://Twitter.com/MediaWyse
Connect with Casey on Linkedin:
http://www.linkedin/com/in/caseymarkee
Circle Casey on Google+:
https://plus.google.com/+CaseyMarkee
Follow Casey on SlideShare:
http://www.slideshare.net/CaseyMarkeeMBA
Remember
this?

3. @MediaWyse + Casey Markee

4. @MediaWyse + Casey Markee

6. @MediaWyse + Casey Markee
Google Link Building Targets & Victims:
Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal Links
Social Bookmarking
Widget Links
Spun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums

7. @MediaWyse + Casey Markee
Google Link Building Targets & Victims:
Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal Links
Social Bookmarking
Widget Links
Spun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums

8. @MediaWyse + Casey Markee

9. @MediaWyse + Casey Markee
The 4 Tenants of Google-Friendly Links:
1. Does the link provide clear value to
the user?
2. Is the link niche-relevant and worthy
of Google consideration?
3. Does the link actually get clicked and send some measureable
form of trackable analytics traffic?

10. @MediaWyse + Casey Markee
The 4 Tenants of Google-Friendly Links:
And most importantly….
4. Was the link given or “earned”
freely?

11. @MediaWyse + Casey Markee

12. @MediaWyse + Casey Markee

13. @MediaWyse + Casey Markee
1. Public Relations Link Building
“Thanks for making us the WORST on Yelp!”

14. Case Study: BottoBistro.com
@MediaWyse + Casey Markee

15. Started a “Hate us on Yelp” Campaign!
@MediaWyse + Casey Markee

16. Started a “Hate us on Yelp” Campaign!
@MediaWyse + Casey Markee

17. They Generated a TON of Press!
@MediaWyse + Casey Markee

18. That Press Resulted in a TON of Editorial Links!
@MediaWyse + Casey Markee

19. Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
before first News Story on 9/12

20. Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
as of October 1st!

21. Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
as of October 1st!

24. @MediaWyse + Casey Markee
2. Local Link “Earning”!
“Sure, I’ll link to your yoga studio.”

25. Local Links can be Pulled or Pushed.
@MediaWyse + Casey Markee
“Push” for local links by finding opportunities & requesting a link:

26. Local Links can be Pulled or Pushed.
@MediaWyse + Casey Markee
You can “Pull” in Local Links by Publishing Local Resources:

27. Local Links can take a lot of Different Forms
@MediaWyse + Casey Markee
1. Local Meetups
2. Local Directories
3. Local Review Sites
4. Chambers of Commerce
5. Event Sponsorships
6. Local Resource Pages
7. Local Blogs
8. Local Newspapers
9. Local Charities & Sponsorships
10. Award Listings
11. Club & Organization Pages
12. Calendar Pages
13. Local Expert Interviews
14. Embedded Custom Google Maps
15. Embedded Videos w/Local Attribution Links

28. Local Links can take a lot of Different Forms
@MediaWyse + Casey Markee
Find Local Link Opportunities with Google
Search Operator searches:
<city name> + “recommended resources”/”suggested resources”
<city name> + “useful resources”/”interesting resources”
<city name> + “favorite resources”
<city name> + “recommended sites”/”suggested sites”
<city name> + “useful sites”/”interesting sites”
<city name> + “favorite sites”
<city name> + “recommended websites”/”suggested websites”
<city name> + “useful websites”/”interesting websites”
<city name> + “favorite websites”
<city name> + inurl:links/resources
<city name> + inanchor:links/resources
Browse 10,000 URL Operator Strings: http://bit.ly/pubcon-operators

29. @MediaWyse + Casey Markee
3. Scholarship Link “Earning”
“Are you disabled and live in Canada, I’ve got
a scholarship for you!”

30. Scholarship Pages in Action
@MediaWyse + Casey Markee
Case Study: www.SilverCross.com
Sells recycled Healthcare equipment in
Canada and the United States.
They had very few “linkable” resources. We
added an Ability Achievement
Scholarship that is now given yearly to
one student in the US and Canada.
It’s a healthy $3000 scholarship.
Prospective students fill-out an Essay and
meet other on-site requirements.

31. Scholarship Pages in Action
@MediaWyse + Casey Markee
The new page generated 2500+ visitors in 2014 and generated an
average site visit of 04:07 seconds. This was 150% above the
site average!
Total Backlinks = 970+
Linking Domains = 100+
Page PageRank = 4
Page Authority = 42
Total Social Signals = 500+
Case Study: www.SilverCross.com

32. Scholarship Pages in Action
@MediaWyse + Casey Markee
But remember…you actually have to GIVE AWAY the scholarship!!!

33. Scholarship Pages in Action
@MediaWyse + Casey Markee
Case Study: www.SilverCross.com – So how do you promote these?
1. Submit a press release announcing the scholarship through PRWeb.com
2. Send out an email to any in-house email lists.
3. Submit to scholarship pages – use Google Operator searches inurl:scholarships
site:edu and inurl:edu + art + intitle:“outside scholarship” or inurl:edu +
intitle:“outside scholarship” (replace “art” with whatever you are targeting)
4. Blog about the scholarship – provide a link both to your recent press release and
the Scholarship page itself.
5. PPC Branding: Spend $100 on a quick Facebook and Google PPC campaign to
drive initial awareness
6. Perform Backlink Research on existing Scholarship pages then submit your
scholarship directly via email outreach!

34. @MediaWyse + Casey Markee
4. Beneficial Link “Earning”
“Provide value and links will follow!”

35. Position yourself as an Expert in your Space
@MediaWyse + Casey Markee

36. When you Interact Online – Links Happen!
@MediaWyse + Casey Markee
That’s a dofollow backlink from a
50+ Domain Authority site. That’s
never a bad thing.

37. Position yourself as an Expert in your Space
@MediaWyse + Casey Markee
1. Participate in online forums, SEO groups, and Q&A
services. Quora specifically is still valid.
2. Speak at local Toastmaster and Civil Group
meetings on common problems experienced by
your target audience.
3. Sign-up for Disqus.com and comment regularly on
popular SEO news services . (SEN,
SearchEngineLand, SERoundtable, etc.)
4. Interact regularly on Twitter & Facebook. Ask and
answer questions of your followers.
5. Submit pitches regularly and SPEAK at conferences. Pubcon specifically is a kick-
ass gig. Great audiences and super-awesome connections!

38. @MediaWyse + Casey Markee
5. Sponsorship/Partner Building
“Thanks for your sponsorship. Here’s a link!”

39. Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee

40. Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee

41. Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee

42. Sponsorship Link Building BEST Practices:
@MediaWyse + Casey Markee
Find Opportunities with Google Search Operator Searches:
<city name> + “thank you to our sponsors”
<city name> + “become a sponsor”
<city name> + “sponsorship”
<city name> + “partners”
<city name> + inurl:donations
<city name> + inurl:sponsorship
<city name> + inurl:partners
<city name> + inurl:thank you sponsors
<city name> allintitle:sponsor
<city name>allinanchor:sponsor
<city name>allinurl:sponsor
<city name>allintext:sponsor
“thank you sponsors”
“sponsor links”
“partner links”
“donation links”

43. @MediaWyse + Casey Markee
6. Brand Mentions
“Turn regular mentions into live links!”

44. So what’s a Brand Mention?
@MediaWyse + Casey Markee
A brand mention is a repetition of your name or website, usually
unlinked, that appears regularly on the Internet.
Turn this..

45. So what’s a Brand Mention?
@MediaWyse + Casey Markee
We want to turn Brand Mentions into LIVE links!
Into this!

46. How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #1 – the MOZ Fresh Mentions Tool (Paid)
http://freshwebexplorer.moz.com/

47. How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #1 – the MOZ Fresh Mentions Tool (Paid)
http://freshwebexplorer.moz.com/
Use this search to find brand mentions
without triggering your own domain!

48. How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #2 – Google Alerts (Free) – www.google.com/alerts

49. How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #3 – Google Operator Searches (Free)
“my name” –site:mysite.com
“my brand” –site:mysite.com
“my brand” –site:mysite.com blog OR post
site:org "my brand" OR "my name"
site:com "my brand OR "my name"
site:edu "my brand OR "my name"
site.gov "my brand OR "my name"
“my name” “my brand” –site:mysite.com – press –release
“employee name” “my brand” –site:mysite.com –press –release
“promotion” “my brand” –site:mysite.com –press –release
specials” “my brand” –site:mysite.com –press –release
“announced” “my brand” –site:mysite.com –press –release
“infographic” “title of infographic” –site:mysite.com
“quoted” “my brand” –site:mysite.com –press –release
“quoted” “my name” –site:mysite.com –press –release

50. How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #3 – Google Operator Searches (Free)
“my name” –site:mysite.com
“my brand” –site:mysite.com
“my brand” –site:mysite.com blog OR post
site:org "my brand" OR "my name"
site:com "my brand OR "my name"
site:edu "my brand OR "my name"
site.gov "my brand OR "my name"
“my name” “my brand” –site:mysite.com – press –release
“employee name” “my brand” –site:mysite.com –press –release
“promotion” “my brand” –site:mysite.com –press –release
specials” “my brand” –site:mysite.com –press –release
“announced” “my brand” –site:mysite.com –press –release
“infographic” “title of infographic” –site:mysite.com
“quoted” “my brand” –site:mysite.com –press –release
“quoted” “my name” –site:mysite.com –press –release

51. Some Final Thoughts
 Links as a signal are NOT going away.
 Natural Links have an Editorial Component
 Freely given, Niche-related links, that get
clicked, are the most valuable!
 Be viewed as an expert and links follow!
 Unlinked Brand Mentions provide a HUGE link opportunity!
Link “Earning” is a Marathon not a Sprint!
 There are still plenty of quality link
classes you can target!

52. And remember this about link building…
@MediaWyse + Casey Markee

53. $1 gives you 30 days unlimited access to…