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Advanced Topics SEO: Link
Building & Keyword Selection
Georgetown University
Will Marlow
The Will Marlow Agency
1. Link Building
2. Competitive Analysis
3. SEO Tools
4. Keyword Selection
5. Understanding The Gap Analysis
6. Measuring ...
SEO Prioritization
Best
Practices
Strategy
Early Best
Practices
• Fixing site tags
• Fixing internal links
• Basic sitemaps
Strategic
Issues
• Link building prioriti...
Focus on Internal Website Pages
* Note: none of these landing
pages are the website’s
“homepage”
 Think of links as: “signals of authority"
 Dates back to “backrub” algorithm
 They count the “backlinks”
 And Google’...
 Newspaper articles
 Independent blogs
 Curated lists
 Business associations
 Social media (?)
Where Do Links Come Fr...
 Multi-author blogs are better than single-author blogs
 Universities are generally better than businesses (.edus vs.
.c...
 Open Site Explorer
 SEMRush
 SpyFu
 Other tools are good, but look for transparency.
Judging Link Quality: rely on to...
Transparency with OSE
Judging Link Quality – Open Site Explorer
Judging Link Quality – Open Site Explorer
Backlink Research: KW phrase “dentist falls church”
Backlink Research: Drilling Down to Authority
Backlink Research: Drilling Down to Authority
* Note PA & DA in order of
priority.
Backlink Research: Drilling Down to SPAM
* Note a spam score of “4” –
AVOID THIS ONE.
How To Fight Spam?
GWT / GSC Is Your Best Friend
GWT / GSC Is Your Best Friend
GWT / GSC Is Your Best Friend
GWT / GSC Is Your Best Friend
Googlebot sees your mobile version.
Googlebot sees your desktop version.
 Basic Link Building
 How to Prioritize Targeted Links
 How To Judge Link Quality
 How To Find and Disavow Spammy Link...
 Old-school link building is DONE.
 Up until 2012, this was how link building was handled.
 In 2012: we saw Penguin.
 ...
 So what is modern link building?
 A blend of PR + SEO.
 High quality content creation.
 High quality link attraction....
Next-Level Link Building: Case Study WPH
Next-Level Link Building: Case Study WPH
Next-Level Link Building: Case Study WPH
Next-Level Link Building: Case Study WPH
Next-Level Link Building: Case Study WPH
Next-Level Link Building: Case Study Blue Light Blue
Next-Level Link Building: Case Study Blue Light Blue
1. Keyword Research (KR): The Google Keyword Planner
2. Keyword Selection (KS): Google Webmaster Tools
3. KR + KS = Gap An...
Keyword Research + Selection
Keyword Research + Selection
Keyword Research + Selection
Keyword Research + Selection
Note “seasonality” data for
specific keywords.
Keyword Research + Selection
Note “seasonality” data for
specific keywords.
Keyword Research + Selection - RANKING
Keyword Research + Selection - RANKING
Keyword Research + Selection - RANKING
Keyword Research + Selection - RANKING
Keyword Research + Selection – Gap Analysis
Keyword Research + Selection – Gap Analysis
Keyword Research + Selection – Gap Analysis
Keyword Research + Selection – Gap Analysis
Evaluating Device Traffic + Performance
Evaluating Device Traffic + Performance
Evaluating Device Traffic + Performance
Evaluating Device Traffic + Performance
Advanced Topics in SEO: Link Building & Keyword Selection
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Advanced Topics in SEO: Link Building & Keyword Selection

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Here are the slides from my guest lecture at Georgetown University on link building and keyword selection.

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Advanced Topics in SEO: Link Building & Keyword Selection

  1. 1. Advanced Topics SEO: Link Building & Keyword Selection Georgetown University Will Marlow The Will Marlow Agency
  2. 2. 1. Link Building 2. Competitive Analysis 3. SEO Tools 4. Keyword Selection 5. Understanding The Gap Analysis 6. Measuring Results Summary
  3. 3. SEO Prioritization Best Practices Strategy
  4. 4. Early Best Practices • Fixing site tags • Fixing internal links • Basic sitemaps Strategic Issues • Link building priorities • Advanced keyword targeting • Improving rank or additional targeting? • Device targeting
  5. 5. Focus on Internal Website Pages * Note: none of these landing pages are the website’s “homepage”
  6. 6.  Think of links as: “signals of authority"  Dates back to “backrub” algorithm  They count the “backlinks”  And Google’s constant enemy is: spammers.  Your focus is on: quality inbound links. Introduction To Link Building
  7. 7.  Newspaper articles  Independent blogs  Curated lists  Business associations  Social media (?) Where Do Links Come From?
  8. 8.  Multi-author blogs are better than single-author blogs  Universities are generally better than businesses (.edus vs. .coms)  The Washington Post is better than City Biz List  The national chamber of commerce is better than a local chamber of commerce. Judging Link Quality
  9. 9.  Open Site Explorer  SEMRush  SpyFu  Other tools are good, but look for transparency. Judging Link Quality: rely on tools
  10. 10. Transparency with OSE
  11. 11. Judging Link Quality – Open Site Explorer
  12. 12. Judging Link Quality – Open Site Explorer
  13. 13. Backlink Research: KW phrase “dentist falls church”
  14. 14. Backlink Research: Drilling Down to Authority
  15. 15. Backlink Research: Drilling Down to Authority * Note PA & DA in order of priority.
  16. 16. Backlink Research: Drilling Down to SPAM * Note a spam score of “4” – AVOID THIS ONE.
  17. 17. How To Fight Spam?
  18. 18. GWT / GSC Is Your Best Friend
  19. 19. GWT / GSC Is Your Best Friend
  20. 20. GWT / GSC Is Your Best Friend
  21. 21. GWT / GSC Is Your Best Friend
  22. 22. Googlebot sees your mobile version.
  23. 23. Googlebot sees your desktop version.
  24. 24.  Basic Link Building  How to Prioritize Targeted Links  How To Judge Link Quality  How To Find and Disavow Spammy Links  How To See How Google Views Your Mobile + Desktop Sites Midpoint Recap
  25. 25.  Old-school link building is DONE.  Up until 2012, this was how link building was handled.  In 2012: we saw Penguin.  This was Google’s first major attack on spammy links (link farms, paid links, etc.) Old-School Link Building
  26. 26.  So what is modern link building?  A blend of PR + SEO.  High quality content creation.  High quality link attraction. Next-Level Link Building
  27. 27. Next-Level Link Building: Case Study WPH
  28. 28. Next-Level Link Building: Case Study WPH
  29. 29. Next-Level Link Building: Case Study WPH
  30. 30. Next-Level Link Building: Case Study WPH
  31. 31. Next-Level Link Building: Case Study WPH
  32. 32. Next-Level Link Building: Case Study Blue Light Blue
  33. 33. Next-Level Link Building: Case Study Blue Light Blue
  34. 34. 1. Keyword Research (KR): The Google Keyword Planner 2. Keyword Selection (KS): Google Webmaster Tools 3. KR + KS = Gap Analysis Keyword Research + Selection
  35. 35. Keyword Research + Selection
  36. 36. Keyword Research + Selection
  37. 37. Keyword Research + Selection
  38. 38. Keyword Research + Selection Note “seasonality” data for specific keywords.
  39. 39. Keyword Research + Selection Note “seasonality” data for specific keywords.
  40. 40. Keyword Research + Selection - RANKING
  41. 41. Keyword Research + Selection - RANKING
  42. 42. Keyword Research + Selection - RANKING
  43. 43. Keyword Research + Selection - RANKING
  44. 44. Keyword Research + Selection – Gap Analysis
  45. 45. Keyword Research + Selection – Gap Analysis
  46. 46. Keyword Research + Selection – Gap Analysis
  47. 47. Keyword Research + Selection – Gap Analysis
  48. 48. Evaluating Device Traffic + Performance
  49. 49. Evaluating Device Traffic + Performance
  50. 50. Evaluating Device Traffic + Performance
  51. 51. Evaluating Device Traffic + Performance

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