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How To Build Links To Product Pages Without Looking Like A Spammer | BrightonSEO 2020

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Linking to product pages – looks a little spammy and unnatural, right? Not necessarily. From anchor text analysis and technical link prospecting to asset identification and writing killer pitches, this is how to build savvy links to sales pages and get your products ranking.

Published in: Marketing

How To Build Links To Product Pages Without Looking Like A Spammer | BrightonSEO 2020

  1. 1. How To Build Links To Product Pages Without Looking Like A Spammer
  2. 2. ● Laura Slingo ● Senior Campaign Manager ● Link building + SEO 5 years ● Writer + editor 10+ years ● Obsessed with building links and brands ● More organised than Monica Gellar ● @lauraslingo @LauraSlingo seeker.digital/link-building-checklist About me
  3. 3. Link building is hard. @LauraSlingo seeker.digital/link-building-checklist
  4. 4. Link building to product pages is the hardest. @LauraSlingo seeker.digital/link-building-checklist
  5. 5. Fact: Nobody wants to link to your product pages. @LauraSlingo seeker.digital/link-building-checklist
  6. 6. The pre-Penguin era: The wild west of webspam Links from questionable brokers Aggressive anchor text Directory submissions Profile links Reciprocal links @LauraSlingo seeker.digital/link-building-checklist
  7. 7. Matt Cutts on Google’s updates (2012): We look at it as something designed to tackle low-quality content. It started out with Panda, and then we noticed that there was still a lot of spam and Penguin was designed to tackle that. “ ” @LauraSlingo seeker.digital/link-building-checklist
  8. 8. MyBlogGuest and more @LauraSlingo seeker.digital/link-building-checklist
  9. 9. @LauraSlingo seeker.digital/link-building-checklist
  10. 10. @LauraSlingo seeker.digital/link-building-checklist
  11. 11. @LauraSlingo seeker.digital/link-building-checklist
  12. 12. ● Google defines link schemes as being: “Any links intended to manipulate PageRank or a site's ranking in Google search results.” What are link schemes? @LauraSlingo seeker.digital/link-building-checklist
  13. 13. @LauraSlingo seeker.digital/link-building-checklist
  14. 14. Link building dark ages @LauraSlingo seeker.digital/link-building-checklist
  15. 15. Where’s link building headed? @LauraSlingo seeker.digital/link-building-checklist
  16. 16. We’re the community that cares @LauraSlingo seeker.digital/link-building-checklist
  17. 17. Where science meets art Keep it natural Keep it honest Keep it data led Don’t be a prat @LauraSlingo seeker.digital/link-building-checklist
  18. 18. Break the mould Break the mould @LauraSlingo seeker.digital/link-building-checklist
  19. 19. Agenda ● Spammy error #1 – The link opportunity is toxic ☠ ● Spammy error #2 – No relevance or purpose between your page and the prospect 💔 ● Spammy error #3 – Your campaign isn’t data led 📉 ● Your final link building for product pages checklist 📔 @LauraSlingo seeker.digital/link-building-checklist
  20. 20. Break the mould Error 1 The link opportunity is toxic ☠ @LauraSlingo seeker.digital/link-building-checklist
  21. 21. Break the mould The (not so little) shop of link building horrors @LauraSlingo seeker.digital/link-building-checklist
  22. 22. @LauraSlingo seeker.digital/link-building-checklist
  23. 23. @LauraSlingo seeker.digital/link-building-checklist
  24. 24. @LauraSlingo seeker.digital/link-building-checklist
  25. 25. Break the mould The result? @LauraSlingo seeker.digital/link-building-checklist
  26. 26. @LauraSlingo seeker.digital/link-building-checklist
  27. 27. Break the mould And if we take a deeper look at this site... @LauraSlingo seeker.digital/link-building-checklist
  28. 28. @LauraSlingo seeker.digital/link-building-checklist
  29. 29. @LauraSlingo seeker.digital/link-building-checklist
  30. 30. A trip to the farm @LauraSlingo seeker.digital/link-building-checklist
  31. 31. Break the mould Check visual factors ✔ @LauraSlingo seeker.digital/link-building-checklist
  32. 32. ● Lots of guest author articles ● WordPress “square” tile design ● “Write for us” in the TLN ● Submissions forms ● Mentions of guest posts or payments ● Blog pages for a homepage ● No real purpose – a “catch all” site ● Affiliate widgets ● Inconsistent formatting ● No custom favicon ● Lack of EAT signals Visual factors to look out for @LauraSlingo seeker.digital/link-building-checklist
  33. 33. Break the mould Okay, but what about site metrics? @LauraSlingo seeker.digital/link-building-checklist
  34. 34. @LauraSlingo seeker.digital/link-building-checklist
  35. 35. @LauraSlingo seeker.digital/link-building-checklist
  36. 36. Break the mould What else can we check? @LauraSlingo seeker.digital/link-building-checklist
  37. 37. Break the mould Outgoing links @LauraSlingo seeker.digital/link-building-checklist
  38. 38. @LauraSlingo seeker.digital/link-building-checklist
  39. 39. @LauraSlingo seeker.digital/link-building-checklist
  40. 40. Break the mould Top keywords @LauraSlingo seeker.digital/link-building-checklist
  41. 41. @LauraSlingo seeker.digital/link-building-checklist
  42. 42. Break the mould YUCK @LauraSlingo seeker.digital/link-building-checklist
  43. 43. @LauraSlingo seeker.digital/link-building-checklist
  44. 44. Break the mould But there’s hope @LauraSlingo seeker.digital/link-building-checklist
  45. 45. Break the mould Quality checks & site suitability guidelines @LauraSlingo seeker.digital/link-building-checklist
  46. 46. Here’s a handy download @LauraSlingo seeker.digital/link-building-checklist seeker.digital/link-building-checklist
  47. 47. https://www.serpworx.com/spec/537 @LauraSlingo seeker.digital/link-building-checklist
  48. 48. Break the mould Error 2 No relevance or purpose between your page and the prospect 💔 @LauraSlingo seeker.digital/link-building-checklist
  49. 49. Break the mould Link building shouldn’t look like link building – it should be adding value @LauraSlingo seeker.digital/link-building-checklist
  50. 50. ...when a topical cluster associated with the source document is related to a topical cluster associated with the target document, the link has a higher probability of being selected than when the topical cluster associated with the source document is unrelated to the topical cluster associated with the target document. “ ”@LauraSlingo seeker.digital/link-building-checklist
  51. 51. Break the mould A links purpose in life is to be clicked @LauraSlingo seeker.digital/link-building-checklist
  52. 52. @LauraSlingo seeker.digital/link-building-checklist
  53. 53. @LauraSlingo seeker.digital/link-building-checklist
  54. 54. @LauraSlingo seeker.digital/link-building-checklist
  55. 55. Break the mould What topics and link building tactics are relevant for product pages? @LauraSlingo seeker.digital/link-building-checklist
  56. 56. Tools DownloadsRelationshipsData What are linkable assets? They are tools and tactics that will earn you a link or coverage Creative assets Blogs @LauraSlingo seeker.digital/link-building-checklist
  57. 57. Linkable asset analysis Work out what earns links and what could earn you links if it doesn’t already Competitor sites Your site SERP competitor sites @LauraSlingo seeker.digital/link-building-checklist
  58. 58. Break the mould Video marketing @LauraSlingo seeker.digital/link-building-checklist
  59. 59. Hubspot study: 54% of consumers want to see more video content from brands and businesses they support. “ ” @LauraSlingo seeker.digital/link-building-checklist
  60. 60. @LauraSlingo seeker.digital/link-building-checklist
  61. 61. @LauraSlingo seeker.digital/link-building-checklist
  62. 62. Read this: @LauraSlingo seeker.digital/link-building-checklist
  63. 63. Break the mould Leveraging or creating extreme products @LauraSlingo seeker.digital/link-building-checklist
  64. 64. Mini-break with Alpacas, anyone? @LauraSlingo seeker.digital/link-building-checklist
  65. 65. Who wouldn’t be keen? @LauraSlingo seeker.digital/link-building-checklist
  66. 66. @LauraSlingo seeker.digital/link-building-checklist
  67. 67. Break the mould Creating an on-trend story @LauraSlingo seeker.digital/link-building-checklist
  68. 68. @LauraSlingo seeker.digital/link-building-checklist
  69. 69. Break the mould But we love a challenge 💜 @LauraSlingo seeker.digital/link-building-checklist
  70. 70. Break the mould COVID-19 @LauraSlingo seeker.digital/link-building-checklist
  71. 71. @LauraSlingo seeker.digital/link-building-checklist
  72. 72. @LauraSlingo seeker.digital/link-building-checklist
  73. 73. Break the mould Before you start link building to product pages... @LauraSlingo seeker.digital/link-building-checklist
  74. 74. Break the mould Error 3 Your strategy isn’t data led 📉 @LauraSlingo seeker.digital/link-building-checklist
  75. 75. Break the mould Not every link carries the same weight @LauraSlingo seeker.digital/link-building-checklist
  76. 76. Break the mould You could go horribly wrong @LauraSlingo seeker.digital/link-building-checklist
  77. 77. Break the mould With link building, the science has to meet the art @LauraSlingo seeker.digital/link-building-checklist
  78. 78. Break the mould How to create a link building strategy @LauraSlingo seeker.digital/link-building-checklist
  79. 79. https://www.jivochat.co.uk/features/ @LauraSlingo seeker.digital/link-building-checklist
  80. 80. 1. Backlink profile audit @LauraSlingo seeker.digital/link-building-checklist
  81. 81. ● Backlink and referring domains A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
  82. 82. @LauraSlingo seeker.digital/link-building-checklist
  83. 83. ● Backlink and referring domains ● Acquisition of backlinks over time A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
  84. 84. <<< RDs for the whole domain RDs for the live chat product URL >>> @LauraSlingo seeker.digital/link-building-checklist
  85. 85. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
  86. 86. @LauraSlingo seeker.digital/link-building-checklist
  87. 87. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph ● Links from “spammy” CTLDs A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
  88. 88. @LauraSlingo seeker.digital/link-building-checklist
  89. 89. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph ● Links from “spammy” CTLDs ● Backlinks to the product page A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
  90. 90. @LauraSlingo seeker.digital/link-building-checklist
  91. 91. Break the mould Link deficit analysis @LauraSlingo seeker.digital/link-building-checklist
  92. 92. @LauraSlingo seeker.digital/link-building-checklist
  93. 93. @LauraSlingo seeker.digital/link-building-checklist
  94. 94. @LauraSlingo seeker.digital/link-building-checklist
  95. 95. @LauraSlingo seeker.digital/link-building-checklist
  96. 96. Break the mould Anchor ratio analysis @LauraSlingo seeker.digital/link-building-checklist
  97. 97. ● Exact match ● Partial match ● Partial match + branded ● Branded ● URL ● Generic This is how I categorise them: @LauraSlingo seeker.digital/link-building-checklist
  98. 98. @LauraSlingo seeker.digital/link-building-checklist
  99. 99. @LauraSlingo seeker.digital/link-building-checklist
  100. 100. @LauraSlingo seeker.digital/link-building-checklist
  101. 101. @LauraSlingo seeker.digital/link-building-checklist
  102. 102. Break the mould QA guidelines for prospecting @LauraSlingo seeker.digital/link-building-checklist
  103. 103. ● Target pages: ○ Homepage: https://www.jivochat.co.uk/ ○ Product page: https://www.jivochat.co.uk/features/ ○ EAT pages: https://www.jivochat.co.uk/about/, https://www.jivochat.co.uk/contacts/, https://www.jivochat.com/help/functions/enable-gdpr.html ● Anchors: ○ Homepage: Branded ○ Product page: Branded (50%), Generic (20%), URL (10%), Partial match + branded (20%) ○ EAT pages: Branded ● Monthly velocity guidelines for first 3 months: ○ Homepage: 70% of links ○ Product page: 20% ○ EAT pages: 10% ● Prospect site parameters: ○ DR 25+ ○ TF 15+ ○ Organic traffic 1,000+ monthly from Western regions ○ Tech, sales and marketing sites only ○ Legitimate sites only ○ The ratio of low-traffic sites to high traffic should not be more than 20% per month ● Link building tactics: ○ Foundational links + citations campaign ○ Editorial campaign based on competitor backlinks ○ Discover and update campaign @LauraSlingo seeker.digital/link-building-checklist
  104. 104. Break the mould Putting it all together @LauraSlingo seeker.digital/link-building-checklist
  105. 105. Break the mould A bad example @LauraSlingo seeker.digital/link-building-checklist
  106. 106. The prospect site @LauraSlingo seeker.digital/link-building-checklist
  107. 107. Pills Porn Poker Payday @LauraSlingo seeker.digital/link-building-checklist
  108. 108. The target page @LauraSlingo seeker.digital/link-building-checklist
  109. 109. The end result @LauraSlingo seeker.digital/link-building-checklist
  110. 110. @LauraSlingo seeker.digital/link-building-checklist
  111. 111. Break the mould A good example @LauraSlingo seeker.digital/link-building-checklist
  112. 112. The prospect site @LauraSlingo seeker.digital/link-building-checklist
  113. 113. The target page @LauraSlingo seeker.digital/link-building-checklist
  114. 114. The end result @LauraSlingo seeker.digital/link-building-checklist
  115. 115. Your final checklist ✔ ● The “link builders eye” stuff ○ Familiarise yourself with what toxic website looks like ○ Conduct a linkable asset audit to ensure relevance and value ● The technical stuff ○ Understand your own backlink profile (backlink audit) ○ Check what your link building velocity should be (backlink acquisition audit) ○ Check how many links you need (link deficit analysis) ○ Check you have enough sitewide authority to get your page to rank (DR gap analysis) ○ Check your anchor text ratio is in line with industry standard/your competitors (anchor text ratio analysis) ○ Set up your quality assurance guidelines for prospecting ● The creative stuff ○ What’s your brand or product’s story? ○ What’s trending and relevant? ○ What tactics can you use to land links? ○ What link opportunities are out there for your linkable assets? @LauraSlingo seeker.digital/link-building-checklist
  116. 116. Thank you laura@seeker.digital @LauraSlingo https://www.slideshare.net/LauraSlingo/ @LauraSlingo seeker.digital/link-building-checklist

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