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How to-build-links-post-penguin


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How to-build-links-post-penguin

  2. 2. seo from the experts: how to build links post-penguin2www.Hubspot.comShare This Ebook!Introductory content is for marketers who are new to the subject. This contenttypically includes step-by-step instructions on how to get started with thisaspect of inbound marketing and learn its fundamentals. After reading it, you willbe able to execute basic marketing tactics related to the topic.INTRODUCTORYIS THIS eBOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description todetermine if your level matches the content you are about to read.Intermediate content is for marketers who are familiar with the subject but haveonly basic experience in executing strategies and tactics on the topic. Thiscontent typically covers the fundamentals and moves on to reveal more complexfunctions and examples. After reading it, you will feel comfortable leading projectswith this aspect of inbound marketing.INTERMEDIATEAdvanced content is for marketers who are, or want to be, experts on thesubject. In it, we walk you through advanced features of this aspect of inboundmarketing and help you develop complete mastery of the subject. After readingit, you will feel ready not only to execute strategies and tactics, but also to teachothers how to be successful.ADVANCEDTHIS RESOURCE
  3. 3. seo from the experts: how to build links post-penguin3www.Hubspot.comShare This Ebook!... brings your whole marketing worldtogether in one, powerful, integrated sys-tem.HubSpot’s All-in-OneMarketing Software.Marketing analyticsYRequest A DemoVideo OverviewAnalyze your web trafficand see which sourcesare generating the mostleads.NBloggingCreate blog contentquickly while getting SEOtips and best practicepointers as you type.MemailSend personalized,segmented emails basedon any information in yourcontact optimizations Improve your rank insearch engines by findingand tracking your mosteffective keywords.ULead managementTrack leads with acomplete timeline-view oftheir interactions with yourcompanyqsocial mediaPublish content to yoursocial accounts, thennurture leads based ontheir social engagement.
  4. 4. seo from the experts: how to build links post-penguin4www.Hubspot.comShare This Ebook!SEO from the experts: howto build links post penguinExpert Advice By Kelvin NewmanKelvin Newman is the Directorof Strategy at SiteVisibility. He isresponsible for R&D and maintainingthe SiteVisibility web presence,including the No.1 ranking Podcastand Blog. Kelvin also worked for Emapconsumer media working across highprofile magazine titles and websitesincluding Zoo, Arena and Empire.Follow me on twitter@KELVINNEWMANFollow me on twitter@DetectiveddubsDesigned By Desmond WongDesmond is currently a creativedesigner and inbound marketer atHubSpot. He has worked with a varietyof start ups, medium, and large sizedcompanies over the years with a focusin branding and business development.
  5. 5. seo from the experts: how to build links post-penguin5www.Hubspot.comShare This Ebook!There’s no question that the Google Penguin update, which wascreated to combat manipulative link building practices, is one of thebiggest shifts in Google’s search algorithm history. Despite this hugechange, there has been a tendency within the search industry tooverstate its impact.Most of the people who believe they’ve been negatively impacted orpenalised by Penguin haven’t actually been impacted -- they’ve justbeen overtaken by more effective competitors.The make-up of a good link building campaign has changed, but inmost cases the tactics that have been taken off the table haven’t reallydelivered value for years. The people carrying out the tactics couldn’twean themselves off those approaches. Yes, they kept them busy, butthey weren’t delivering results.Despite all this, in order to build links that work in a post-penguin worldand deliver value in the future, you need to evolve. If you want to gettraffic from search engines, the only thing you can be certain of ischange.Introduction
  6. 6. seo from the experts: how to build links post-penguin6www.Hubspot.comShare This Ebook!Every single time someone makes a search on Google, a competitiontakes place. You compete against your rivals to rank and potentiallyget traffic and business. The important thing to remember is that thiscompetition is with your competitors; not with Google. They’re thereferee, not the opponent.Everything you do is in the context of your competitors, and this hasbeen emphasised more in recent Google updates. Your links areevaluated in the context of your competitors. So, you need to understandthat landscape. You have to know how you compare.Think of your links as an investment portfolio. Putting all your investmentin Oil wouldn’t be a sensible investment strategy, nor would relying onone type of link.Part One: Your Links in ContextGoogle’s search algorithm will rank links to your webpage based on how they compare inthe context of your competitors.
  7. 7. seo from the experts: how to build links post-penguin7www.Hubspot.comShare This Ebook!Penguin exists with one simple purpose, to ask the question: is this anun-natural link? It’s an algorithm, a piece of software based on rules andpatterns. We could try and replicate those rules and patterns, but thealgorithm is created to understand human behavior, and nobody is betterat that than another human being!It’s difficult to make hard and fast rules about which links could harmyou/have no impact, but some important things to think about areWill the link potentially send traffic?Will the traffic convert?How similar is your link portfolio to the ‘market’ ?Does the link look like it exists for SEO reasons?Can you be proud of that link?Part Two: What’s an Un-NaturalLink?That last point is really important and gets to the core of what linkbuilding post-penguin is about, every link you build you need to be proudof. No more links hidden away in ten tabs deep in an excel spreadsheetor part of an aggregate number of new links. You
  8. 8. seo from the experts: how to build links post-penguin8www.Hubspot.comShare This Ebook!want proper links you can send to your boss or client and say “Look atthis link we built”. These are the kind of links that even people with no-appreciation of SEO can see will have value.A well built link is almost self explanitory in the way it uses proper keywords andhow it is laid out. See how the keywords and structure of the links above correspondwith the keywords in the meta description.How is the trust of your links distributed? How does that differ from yourcompetitors? Spreadsheets like the one below from Tom Anthony doa great job of visualising how your links differ from your competitors.Whose links have outliers? Why do they tend to attract links of certainlevels of trust? What sticks out like a sore thumb?
  9. 9. seo from the experts: how to build links post-penguin9www.Hubspot.comShare This Ebook!Each competitor is represented by different color on the line graph. Notice how they each perform a bituniquely from one another.
  10. 10. seo from the experts: how to build links post-penguin10www.Hubspot.comShare This Ebook!While understanding that you need to be proud of the links you’rebuilding helps you avoid the links that won’t help, it doesn’t help youattract inbound links. That requires insight and understanding, inaddition to appreciating a problem that others actually want to link to.Think about who you want linking back to your content, and createcontent that directly helps accomplish that goal. Those problems may bestraightforward ones such asMy website needs more traffic.I want to produce content that resonates with my audience..What perm is best suited for my hair.Where can I buy girl scout cookies.I want to know more about marketing.You can help these visitors solve these problems, usually with content, and thelink will follow. Creating helpful and relevant content for users will enable youto build effective links.Part Three: The ‘How’ Part of LinkBuilding
  11. 11. seo from the experts: how to build links post-penguin11www.Hubspot.comShare This Ebook!Sometimes the problem you’re solving can be morecomplex. Here’s an example:Imagine there’s someone at a university careers service whohas a glut of talented graduates interested in engineering butstruggling to find a job. There are a few different ways you couldhelp them solve that problem. Perhaps you could write an ebookto help them improve their cover letter, or arrange a face-to-facementoring session to guide them into their new career. Perhapsthey need a seminar that reviews the extra work they can doto make themselves more employable. All these different typescontent ideas could help lead to links and long-term value.Here’s another example:What if the audience for your website is first time homebuyersstruggling to navigate the jargon, plethora of services, and financialimplications of purchasing their new house? Could you work on aninteractive tool that takes them through a decision tree to navigatesome of the difficult decisions they have to make? You couldproduce a checklist of all things they need to get sorted beforethey move – especially if you put them in sequence and help theminput the details into their iPhone diary. You may want to help themescape all the paperwork and help them dream about how they’regoing to turn their house into a home.
  12. 12. seo from the experts: how to build links post-penguin12www.Hubspot.comShare This Ebook!Every situation will be different. But if you understand who you’re tryingto attract a link from, what type of topics they’re interested in, and theirdifferent pain points, you can use that information to create contentpeople are really engaged with. This helps to attract links, socialsignals, and everything the search engines love.Here’s one last example:Maybe your target audience for linking back to you is a smallbusiness owner who knows they should be doing more to markettheir business but doesn’t know where to start. Can you producea super-in-depth questionnaire that really helps them understandwhich social network they should be targeting? Consider a seriesof podcasts that they can listen to while driving to their nextmeeting that helps them make more intelligent buying decisions,or a blog post full of ideas that they can use as inspiration nexttime they brief their agency.Create content that you know your audience will be interested in and searching for.
  13. 13. seo from the experts: how to build links post-penguin13www.Hubspot.comShare This Ebook!Now let’s review different content types for link building.Part Four: Killer Content Types forLink BuildingSurveys, Insights, & DataSurvey results are news-worthy – so long as the results are significant.Something that’s news worthy will naturally be link worthy. Starting asurvey is simple; it’s getting that survey promoted to the right people andenough people that’s difficult.If you already have a mailing list and a potential gift to give away forthose who fill out that survey, you’ll be able to attract a good number ofpeople in no time at all. If not, it’s still possible to conduct research.Avoid the temptation for “Eight out of Ten Cats” statistics and try andconduct respectable research.When you conductrelevant and respectableresearch on topics thatare interesting to youraudience, your contentwill be naturally linkworthy.
  14. 14. seo from the experts: how to build links post-penguin14www.Hubspot.comShare This Ebook!Whitepapers & EbooksA thought leadership whitepaper can be a perfect example of this link-building tactic in the B2B market place.With a little bit of imagination, the whitepaper can also work in B2Capplications, though it’s likely the content will go by a different name. AtSiteVisibility, we’ve done well with consumer facing whitepapers, thoughwe’ve called them ‘Downloadable Guides’ or ‘Print and Keep Guides.’Audiences love resources like whitepapers, ebooks, and downloadable guides.Creating this type of content is a helpful link-building tactic that will attract visitors,establish though leadership in your industry, and develop your link authority on thosetopics.
  15. 15. seo from the experts: how to build links post-penguin15www.Hubspot.comShare This Ebook!Podcasts & Video ContentPodcasting and audio isn’t particularly fashionable at the moment, butit still works. We get around seventeen thousand listeners per show ofthe Internet Marketing Podcast. That volume dwarves the readership ofmany blogs.On the other hand, video is very popular and can also attract great links.If there is anything we’ve learned from the internet, it’s that videos have the potential tobecome extremely viral content. Adding podcasts and video to your content library willallow you attract more effective and shareable links.
  16. 16. seo from the experts: how to build links post-penguin16www.Hubspot.comShare This Ebook!Blog & News ContentIf you can be the first to cover some breaking news (also referred to asnewsjacking), everyone who subsequently covers the topic will referto the originator. If you want to regularly attract high quality links, youneed to do your best to be the originator as often as you possibly can.If writing swiftly isn’t your style, spend time writing articles that are moreresearch or thought based, but are unique and the best of its kind.Utlising a blog as a content creating machine and news source is one of the most effectiveways to build high quality links that rank well and develop link authority.
  17. 17. seo from the experts: how to build links post-penguin17www.Hubspot.comShare This Ebook!FAQs & Resource Centre’sEveryone was a beginner at one point or another. In every sector, there’ssomeone starting out who wants to pick up the basics as quickly andpainlessly as possible.There are always people on the internet looking for quick and simple solutions to theirproblems. Providing visitors with a simple webpage with answers and helpful tips tocommon questions and issues can put you at the top of their search listings.
  18. 18. seo from the experts: how to build links post-penguin18www.Hubspot.comShare This Ebook!Guest BloggingGuest blogging is a very common tactic being used to build links. Thisis where you provide an article or blog post in exchange for a link. It’srecently come under a lot of scrutiny as a viable link building option, andMatt Cutt’s did a video with his own advice on how best to implement it.Here are three quick tips to keep in mind when it comes to guest blogging:Quality of the site providing the link is key.Anchor text should not be your primary concern.Consider to what extent Authorship may help provide a qualitystamp.Guest blogging can bea beneficial link buildingtactic for both partiesinvolved. The authors canbeneifit from having linkson authoritative sites withlarge volumes of traffic,and the website canbenefit from having highquality content to sharewith its audience.
  19. 19. seo from the experts: how to build links post-penguin19www.Hubspot.comShare This Ebook!Infographics & Interactive ContentInfographics and Data Journalism have become some of the mostwide-spread types of content generated for link building. This has led tobacklash, but in the same way there are good blogs and bad blogs, thereare good infographics and bad ones.Recently we’ve seen more success with interactive infographics that arebuilt around sharing data or information.Visual and interactive content is both highly shareable and lovable. Use this form of content tohelp improve your link building efforts.
  20. 20. seo from the experts: how to build links post-penguin20www.Hubspot.comShare This Ebook!Now that you know about building links, learn how HubSpot can giveyou insight into your SEO. Click here to start a free demo.GAIN INSIGHT INTO YOURSEO STRATEGY WITHHUBSPOT.SEE HUBSPOT INACTION TODAY.