Avoiding Penalties From Outdated Link Building Practices By Kaila Strong

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SMX Advanced 2014 Session #SMX #14A - 25 Link Acquisition & Auditing Issues For The Advanced SEO Avoiding Penalties From Outdated Link Building Practices By Kaila Strong @Cliquekaila Of Vertical Measures

For more on SEO and link building visit http://searchengineland.com

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Avoiding Penalties From Outdated Link Building Practices By Kaila Strong

  1. 1. www.VerticalMeasures.com AVOIDING PENALTIES FROM OUTDATED LINK BUILDING PRACTICES Kaila Strong, Sr. Director of SEO Services @cliquekaila #SMX #22A
  2. 2. ABOUT YOUR SPEAKER • VerticalMeasures.com • Phoenix, AZ • Search, Social & Content Marketing Agency • 5+ years at VM • Clients Fortune 500 & SMBs VerticalMeasures.com |
  3. 3. 25 LINK ACQUISITION AND SITE AUDIT ISSUES 1.Preventative 2.Link Earning 3.Site Auditing VerticalMeasures.com |
  4. 4. www.VerticalMeasures.com MUCH OF WHAT YOU’VE BEEN DOING DOESN’T WORK ANYMORE AND IT MAY GET YOU PENALIZED @cliquekaila
  5. 5. www.VerticalMeasures.com • Guest blogging • Comment links • Forums • Article marketing • Press releases • Social media profiles • Automated links • Link wheels • Reciprocal links • Exact match anchor text • Black hat tactics • Paid links • Blogroll links • Paid reviews • Advertorials • Content Placements SCALABILITY > QUALITY @cliquekaila
  6. 6. www.VerticalMeasures.com @cliquekaila Link Building is DEAD
  7. 7. www.VerticalMeasures.com @cliquekaila Or at least the way most have been doing it is…
  8. 8. www.VerticalMeasures.com @cliquekaila ISSUE #1 You cannot build links the “old” way without getting penalized today.
  9. 9. www.VerticalMeasures.com Lots and lots of links isn’t the secret. That bread has gone stale. @cliquekaila
  10. 10. www.VerticalMeasures.com Time or money? Content or leverageable assets? Great product? Engagement with customers? Link earning isn’t right for you. @cliquekaila DON’T HAVE
  11. 11. www.VerticalMeasures.com @cliquekaila ISSUE #2 Brand Mentions w/o Link Preventative or Pre-Emptive Measures
  12. 12. www.VerticalMeasures.com Tactic Positive Brand Mention w/o Link Use of social media DA 84 PR 7 Live in 2 1/2 Weeks http://bit.ly/BrandMentions #2 Brand Mention w/o Link http://www.chicagobusiness.com PREVENTATIVE
  13. 13. www.VerticalMeasures.com @cliquekaila ISSUE #3 EDU & GOV Link Attraction Link Earning & Preventative
  14. 14. www.VerticalMeasures.com They couldn’t possibly want to link to your site… or could they? #3 EDU & GOV Link Attraction PREVENTATIVE & LINK EARNING
  15. 15. www.VerticalMeasures.com GOV’s and EDU’s link out if it makes sense!! #3 EDU & GOV Link Attraction PREVENTATIVE & LINK EARNING
  16. 16. www.VerticalMeasures.com @cliquekaila #3 EDU & GOV Link Attraction Common Reasons EDU & GOV’s Outlink • Events • Sponsors • Interviews • Student Resources • Career Resources • Curriculum Resources • Alumni Bios • Historical References • Boards/Certifications • Local Government • Chamber of Commerce • Electronic Records • Related Links • Safety Resources • Education Resources • Nutrition Information • Hero Spotlights • Veterans • Non-profits • Eco-friendly • Business Directory • Utilities • Free Resources • Travel and Tourism • Associations • School/Job/Residence Transfer Information • Community Involvement
  17. 17. www.VerticalMeasures.com @cliquekaila #3 EDU & GOV Link Attraction Common Reasons EDU & GOV’s Outlink • Professional Development • Faculty Pages • Dissertation Scholarly Article • Topical Resource • Job Partners • Student Projects • Local Attractions • Accreditation • Libraries • Franchise Agreements • Permits • Emergency Numbers/Hospital Information • Volunteer Opportunities • Venues • Donors • Expert Resources • Conferences • After School Programs • 501 (B) Corps • Board of Trustee • Camps • Contests • Giveaways
  18. 18. www.VerticalMeasures.com @cliquekaila ISSUE #4 Resources & Lists Link Earning & Preventative
  19. 19. www.VerticalMeasures.com Tactic Resource Page INURL:LINKS DA 91 PR 5 March 18 Requested April 24th LIVE @cliquekaila #4 Resources & Lists • Centers for Ethics • Articles about ethics • Code of ethics • Resources about ethics PREVENTATIVE & LINK EARNING
  20. 20. www.VerticalMeasures.com @cliquekaila What resource and list pages exist in your industry?
  21. 21. www.VerticalMeasures.com @cliquekaila INURL: + “Industry Keyword” + Site:
  22. 22. www.VerticalMeasures.com @cliquekaila ISSUE #5 I can’t convince webmasters to give me a link. LINK EARNING
  23. 23. www.VerticalMeasures.com @cliquekaila • Find the right contact – use advanced search commands! • Cast away any and all DOUBT • Avoid using the word “link” • Test, test, test! • Brainstorm with your team: Turn No’s into Yes’s Meeting • Think outside the box to offer value • Follow up • Consider social media 1st: follow, subscribe, wait and then contact #5 Outreach Best Practices to Convince Webmasters
  24. 24. www.VerticalMeasures.com @cliquekaila ISSUE #6 Should I preemptively prune and disavow links if I am not in penalty? PREVENTATIVE & SITE AUDIT
  25. 25. www.VerticalMeasures.com • If it ain’t broke don’t fix it? • There are experts who do it successfully! • Penalty today doesn’t mean no penalty tomorrow • Future proof your backlinks! • Consider testing There were two cases we uncovered where preemptive disavow submission was done and within a week a penalty notice was received by Google. @cliquekaila PREEMPTIVE
  26. 26. www.VerticalMeasures.com @cliquekaila ISSUE #7 Quality Control issues with BLA, Pruning and Disavow Process SITE AUDIT
  27. 27. www.VerticalMeasures.com @cliquekaila ISSUE #8 Sometimes Google says links are bad… and they take back their word SITE AUDIT
  28. 28. www.VerticalMeasures.com @cliquekaila
  29. 29. www.VerticalMeasures.com • Old link building is dead • Use prevention tips! • You can still earn links today • Work smarter with outreach • Clean up bad backlinks regardless • Set up QC procedures EVERYWHERE • Sometimes Google is wrong – sorry Matt! SUMMARY @cliquekaila
  30. 30. www.VerticalMeasures.com CONTACT US TODAY! 888.476.1881 VERTICALMEASURES.COM KAILAS@VERTICALMEASURES.COM Kaila Strong, Sr. Director of SEO Services @cliquekaila

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