No BS Linkbuilding for E-Commerce Websites

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SEO, link building and marketing guru Jon Ball, co-owner of the Page One Power firm, presented this information at the last SES conference. It's great information for anyone looking to create a significant online presence for their company.

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No BS Linkbuilding for E-Commerce Websites

  1. 1. Who I am and Why You Should Listen to Me. Photographer Graduated Brooks Institute Portrait studio for 11 years Extensive online marketing. Loved it. Portrait Industry Dwindled significantlySES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  2. 2. Who I am and Why You Should Listen to Me. Started Page One Power with Brother Zach SEO’s until we realized that link building was the critical piece of the pie. So we focused on link building. Custom Link Builders– Each project is unique. In house teams of writers/researchers/link buildersSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  3. 3. Why are we talking about link building for E-Commerce sites? They are challenging to build links for because nobody wants to link to a page full of products. So you have to get creative. We are going to discuss creative ways to keep a steady stream of quality links coming your way.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  4. 4. Today’s Plan  Old school link building  Link Building Today  7 Foundational link building philosophies  6 steps to a link building plan  2 keys to build links effectively  23 link building strategies that you should considerSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  5. 5. Old School Link Building Article spinning Reciprocal Linking Sitewides Social bookmarking Buying posts on questionable blogs (black blogs) Hiring teams in India to blog comment Link farms Buying footer links Basically….SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  6. 6. SPAM SPAM=Working for robots. If your work is only meant to be seen by robots and it’s not intended for humans; It’s probably spam. “This website is very relevant…” -robotSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  7. 7. Link Building Today… Working with Humans Today’s link building is meant for both humans and robots. • Relationships • Content • SharingSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  8. 8. Our Foundational Link Building Philosophies 1. In a world without Google. 2. Content is King. 3. Website owners are people and people link to people. 4. The most powerful link building tool is your brain. 5. Link Building is a team sport. 6. Forget viral. 7. FTBOM.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  9. 9. FTBOM For The Betterment of MankindSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  10. 10. Link Building For E-Commerce Sites 23 Link Building Strategies Blogging Interviews Blog Commenting Give Love Crowdsourcing DIY Sites Testimonials Museums Forums Local Universe Glossary Give Stuff away Widgets Study/Survey Pinterest Infographics Resource page outreach Reviews Guest Posts Badging Webcams Trade Articles Sponsoring non-profits Make a plan…SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  11. 11. Without a plan you do Random Acts of Link Building “Dude, we need to build some links!” -Website owner Buy mass directory submission service Get a link wheel Hire your kids neighbor to do some link building Read Blog Posts and “try” some stuff Buy some text links Buy blog network anchor text links (bad idea) Bill’s Story 3 days 3 links. Gave up. Many people make the simple mistake of underestimating the task at hand.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  12. 12. Don’t underestimate it. People underestimate the enormity of the task of link building and the time that it really takes to do it right.Fail to planPlan to failSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  13. 13. Make a Plan 5 Steps to Make a Link Building Plan 1 List assets 2 Research 3 Strategize 4 Schedule 5 AdaptSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  14. 14. Make a Plan Step 1: List Assets List all of the assets on your site. Textual information Videos Photography Services Unique features List your offline assets Customers Staff Friends Connections How can you leverage them? You Gotta Get CreativeSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  15. 15. Make a Plan Step 2: Research There are no secrets in Link Building. Your competitors can’t hide their links. Download competitors links from Majestic SEO or Open Site Explorer. Also research associations and wikipedia for you keywords Export to excel. Organize into Strategies/categories.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  16. 16. Make a Plan Step 2: Research As you research make notes. Be creative. Talk with someone about your ideas. Work as teams, it’s hard to do this alone. Always be thinking… (golfer/journalists)SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  17. 17. Make a Plan Step 2: Research Make lists of Industry sites– Associations, News Sites, Blogs, Forums,Experts, etc… (allergy association) Use Offline resourcesSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  18. 18. Make a Plan Step 3: Strategize Lean Back in your chair and brainstorm. Best if done as a team.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  19. 19. Make a Plan Step 4: Schedule Put your strategies into a monthly schedule. Be reasonable about it. Don’t do too much too fast. Link building projects take time you can’t rush them.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  20. 20. Make a Plan Step 5: Adapt Don’t be afraid to abandon a strategy that isn’t working. Learn from it and move on. When it didn’t go viral. When it didn’t work. Leave it alone. Move on.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  21. 21. 2 Keys to build links effectively Be Somebody Build Social MuscleSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  22. 22. Before we talk strategy… You gotta be somebody…In my experience it’s much easier to get guest posts, placeinfographics, do outreach, and nearly every other link buildingstrategy if you are somebody.If you are Noone from nowhere……… jon@unknownsite.com Become someone from nowhere with something going onIf you’re noone from somewhere …….jon@nationalbrand.com Become someone from somewhere with something going on Socially active, part of the conversationLink building is much easier when you do. SES NYC 2012 | Page One Power www.pageonepower.com | Jon Ball
  23. 23. Before we talk strategy… For example: jon@e-commercesite.com I have no blog, no twitter presence, linkedin or facebook. OR jon@e-commercesite.com I have a great blog with comments, a healthy twitter presence, full linkedin and an active facebook page. Who would you link to? Who would you allow to guest post on your blog? Who is going to win the link?SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  24. 24. Before we talk strategy… Build Social Muscle If you want your link building to really take off you need social muscle. Search twitter by your keywords. Follow those people, retweet their good stuff. Tweet original content. Tweet directly at them with. ENGAGE. These people are real and if they like your stuff they’ll promote it for you. It takes time and persistence. Don’t give up!SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  25. 25. Before we talk strategy… Build Social Muscle Until you have social muscle and other ways to promote content Sponsored Tweets Sponsored Stumbles Old Fashioned Outreach Rent email lists (forums, associations, industry sites) PPCSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  26. 26. Keywords and anchor text A word about keywords and anchor text Everyone wants exact anchor text with their keywords “How would one’s life increase in overall quality factors without having a Good quality soft gel iphone case to use on your refurbished iphone 4s.” Most of the time you cannot get links like this unless you bought the link or it’s outright spam. Do you not think that search engines know this? Take what you can get. Be patient. We’ve gotten some choice links with anchor text but most of them are just plain links. That’s the way It is when you work with real people. Use Contextual links when possible. Life’s just better with a great soft gel iphone case on your iphone found here.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  27. 27. Link Building For E-Commerce Sites 23 Link Building Strategies Blogging Crowdsourcing Forums Give Love Museums Give Stuff away Local Universe Glossary/Complete guide Pinterest Testimonials Study/Survey Reviews Infographics Resource page outreach Webcams Widgets Badging Go Crazy Guest Posts Sponsoring non-profits Trade Articles Blog Commenting Interviews DIY Sites Make a plan…SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  28. 28. Link Building Strategies Blogging – Vital to link building 1st Decide on audience: Ask yourself “who is going to buy my product?” That’s your audience. 2nd Determine categories 3rd Brainstorm titles from categories Never, ever, ever underestimate the value of a great title. (negative emotion is my favorite) My Favorite Childrens Books of 2011 The Worst Childrens Books of 2011SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  29. 29. Link Building Strategies 4th Make an editorial calendar. 5th Promote your blog! Use twitter, facebook and Google+. Blog directories, write for us, blog commenting, press releases, PPC for great titles, forums, email lists, etc… 6th Build Social Muscle.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  30. 30. Link Building Strategies Give LoveSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  31. 31. Link Building Strategies Research your “Local Universe” “keyword” news “keyword” trade shows “keyword” experts “keyword” events “keyword” associations Etc... “keyword” forums Dental classifieds “keyword” blogsSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  32. 32. Infographics The best infographics are complex information (not just illustrated articles) Decide on audience Agonize over title Do a series. Not just one. schoolsSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  33. 33. Infographics Place it on a third party site Make crowdsourced content (include others). Even competitors. Make it Sexy and complex. If it goes viral, it’s viral. Go for 50 links. That’s a great number. (what would it take you to get 50 links on good sites without this infographic?)SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  34. 34. Link Building Strategies Write testimonials Every good business transaction. Send them an unsolicited testimonial and picture Mention them in your blog. Give them some love.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  35. 35. Link Building Strategies Widgets Before you do a widget determine your exact audience and test it. Promote it to death with your social muscle, your blog, PPC, sponsored tweets, sponsored stumbles. My favorite widget Everywhere.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  36. 36. Link Building Strategies Guest Posting WARNING: To do guest posting correctly be prepared to spend a lot of time. Finding your target sites Titles Send personalized email with title of article or the actual article. Send pictures. Do the work for them. Plan to ascend Show them your muscles.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  37. 37. Link Building Strategies Trade articles Industry sites will take your articles .SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  38. 38. Link Building Strategies Interview experts and others For SES Bruce Clays Blogger asked me to do an interview. Did we give them a link? Yes we did.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  39. 39. Link Building Strategies Crowd sourcing Three questions: Four people Twelve answers! Four links?SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  40. 40. Link Building Strategies Build a museumSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  41. 41. Link Building Strategies Make a glossary Make it good. Promote it! Press release PPC Blog OutreachSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  42. 42. Link Building Strategies Complete Guides Make it good. Promote it! Press release PPC Blog OutreachSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  43. 43. Link Building Strategies Study/Survey Survey your customers. Make infographic, article, whitepaper from study. Promote it.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  44. 44. Link Building Strategies Resource Pages – Outreach This is what people think of when they link build for the first time. Still works. But very slowly. Find the page. Find the name of the actual person you’ll talk to. Always call if possible (success goes up 20x)SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  45. 45. Link Building Strategies Badging Find sub categories to badge. Top 10 lists Reward best customers Recognize experts.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  46. 46. Link Building Strategies Sponsor Non-Profits All charitable originations need money. Many have donors pages We’ve gotten deep links on high authority pages for as little as $50SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  47. 47. Link Building Strategies Blog Commenting Still works! Don’t send it overseas. Do it on real blogs with real comments. Builds your blog, your persona and builds links. Ignore nofollow.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  48. 48. Link Building Strategies DIY Talk about content hungry Old t-shirtsSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  49. 49. Link Building Strategies Forums Be very careful with this one. Go slowly. Actually care.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  50. 50. Link Building Strategies Give stuff Contests. Giveaways. Scholarships.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  51. 51. Link Building Strategies Pinterest Pinterest is based on images. If you want to get shared and links you need great photos. Hire a photographer. Please.SES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  52. 52. Link Building Strategies Reviews Review everything in your niche and put it on your site. Textual reviews Photographic reviews Video reviews Promote your reviewsSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  53. 53. Webcams If you have anything interesting to put on a dedicated webcam do it. There are lots of webcam sites looking to list your webcam on them.  Traffic and linksSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  54. 54. Go crazy Will it blend? The worlds largest periodic table of elementsSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball
  55. 55. Thank You Jon Ball 5047 W. Parsons Boise, Idaho 83714 Page One Power @linkbuildingjon jon@pageonepower.com www.pageonepower.comSES NYC 2012 | Page One Powerwww.pageonepower.com | Jon Ball

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