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How to Structure a Link Building Campaign

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How to Structure a Link Building Campaign presented by Chris Butterworth at SMX Sydney 2013.

Published in: Marketing
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How to Structure a Link Building Campaign

  1. 1. 1
  2. 2. Get Social Twitter: @cbutterworth_ Dejanseo.com.au/chris-butterworth
  3. 3. Why Bother? Links are votes Links suggest meaning Links send traffic 3
  4. 4. 4 How Links Work ● PR of the linking page ● Anchor text ● Keyword proximity ● Context of the the link (Topic of the content) ● PR of the linking page ● Anchor text ● Keyword proximity ● Context of the the link (Topic of the content)
  5. 5. 5 QUALITY NOT QUANTITY!
  6. 6. The Structure 1.Managing Risks 2.Instant Wins 3.Quick Wins 4.Long Term 5.The Bigger Picture 6.Awesome Tools
  7. 7. Dangerous Stuff ● Paid Links ● Aggressive Anchor Text ● Hidden Links ● Widgets/Templates ● Hacked Sites ● Schemes ● Networks Pro Tip: Read Webmaster Guidelines #1 Managing Risk
  8. 8. Beware Penguins Source: http://algoroo.com/ #1 Managing Risk
  9. 9. Beware Penguins SERP Visibility: HOME24.DE #1 Managing Risk
  10. 10. Instant Wins ● Changed URLs ● Webmaster Tools > 404 Links > Linked From ● Join Google Plus ● Legitimate Directories #2 Instant Wins
  11. 11. 11 Legitimate Directories CAUTION!!! ● Don't use target anchor text ● Don't pay for inclusion ● Use only selective directories ● http://www.truelocal.com.au/ ● http://www.bloo.com.au/ ● http://www.hotfrog.com.au/ ● http://www.comeonaussie.com/ ● http://www.locanto.com.au/ ● http://www.raveaboutit.com.au/ ● http://www.yourtradedirectory.com.au/ #2 Instant Wins
  12. 12. 12 Competitor Research #3 Quick Wins Majestic SEO Open Site Explorer
  13. 13. 13 Obvious Opportunities ● Relationships ● Suppliers ● Distributors ● Industry Bodies ● Community Groups ● Speaking & Expos ● Sponsorship #3 Quick Wins
  14. 14. 15 Link Consolidation ● Reverse Image Search ● Logo ● Images ● Infographics ● Brand Mentions ● Google Alerts #3 Quick Wins
  15. 15. 16 Helping Webmasters ● Help Webmasters ● Fix Hacked Sites ● Broken Link building – Xenu Link Sleuth – 80 Legs ● Content for Outreach – Education – Environmental – Saftey #4 On Going
  16. 16. 17 ● Find relevant blogs ● Followerwonk ● Guest post query generator ● Advanced Search Operators ● Contact ● Social media ● Phone ● Caution!!! Guest Blogging #4 On Going
  17. 17. 18 Simple Link Bait ● Curate information or tools ● Interview interesting people ● Be the first to report on industry news ● Organise an event & provide information ● How to guides and tutorials #4 On Going
  18. 18. #4 On Going Linking Domains: 274
  19. 19. 20 Advanced Link Bait ● Fake Products ● Making Use of Existing Data ● Ego Bait ● Awards ● Feature targets in content #4 On Going
  20. 20. Link Bait - Products #4 On Going Links: 3188 Facebook Likes: 18,000 PR 5
  21. 21. Link Bait - Data #4 On Going
  22. 22. Public Relations ● PR – Find Opportunities ● Source Bottle ● Help A Reporter Out ● Expert Guide ● Journoz #5 Bigger Picture
  23. 23. Public Relations #5 Bigger Picture
  24. 24. Branding – Don't Be Ugly #5 Bigger Picture
  25. 25. Content & Link Building Why Is Content Important? ● Long tail traffic ● Brand awareness & strength ● Something to leverage on social media ● Good content naturally attracts links #5 Bigger Picture
  26. 26. Think Beyond SEO ● It's more than just links & Rankings ● Working with people ● Links drive traffic ● Good Business is Good for SEO ● You Can't Fool Google Forever
  27. 27. 28 Tools & Info Crawling Tools ● Xenu Link Sleuth ● Screaming Frog Link Research Tools ● Open Site Explorer ● Majestic SEO ● Fresh Link Finder Misc Tools ● SEO Bookmarklets ● Big list of Link Building Tactics ● Noindex/Nofollow Extensions Monitoring Tools ● Webmaster Tools ● Google Analytics ● Bing Webmaster Tools Link Opportunities Tools ● Guest Post Query Generator ● Reverse Image Search ● Advanced Search Operators ● Google Alerts

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