External Linking - Andrew Girdwood - BigMouthMedia


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  • External Linking - Andrew Girdwood - BigMouthMedia

    1. 2. Oh my god; another presentation about link building. What? From a white hat guy too?
    2. 4. Who the heck am I? <ul><li>Andrew Girdwood </li></ul><ul><li>Head of Search at bigmouthmedia </li></ul><ul><li>… but also an affiliate  </li></ul><ul><li>Supposed to put soft sales text in here </li></ul><ul><li>Talk about how capable we are </li></ul><ul><li>Talk about how large our European footprint is </li></ul><ul><li>Talk about how we’ve never lost a football match to an affiliate network </li></ul>
    3. 5. Types of Links
    4. 6. Types of links <ul><li>The ones you make </li></ul><ul><ul><li>Some count </li></ul></ul><ul><ul><li>Some don’t </li></ul></ul><ul><li>The ones you get given </li></ul><ul><ul><li>Some count </li></ul></ul><ul><ul><li>Some don’t </li></ul></ul><ul><li>The ones Google hates </li></ul><ul><ul><li>Some count until Google catches them </li></ul></ul><ul><ul><li>Others count against from you the outset </li></ul></ul>
    5. 7. Oh Google, what are you doing now?
    6. 8. Goodbye directory links? <ul><li>On the 2 nd of October Google made an important change to their webmaster guidelines. Google stopped recommending directory submissions. </li></ul><ul><li>A single line of text was removed. It read; “Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.” </li></ul>
    7. 9. JohnMu to the rescue! Again. <ul><li>Google’s JohnMu helps frame the situation for us. Writing in Google Groups he said; </li></ul><ul><ul><li>“ I wouldn't necessarily assume that we're devaluing Yahoo's links, I just think it's not one of the things we really need to recommend. If people think that a directory is going to bring them lots of visitors (I had a visitor from the DMOZ once), then it's obviously fine to get listed there. It's not something that people have to do though :-).”  </li></ul></ul>
    8. 10. John Who? What did Matt Cutts say? <ul><li>Does the directory reject urls? If every url passes a review, the directory gets closer to just a list of links or a free-for-all link site. </li></ul><ul><li>What is the quality of urls in the directory? Suppose a site rejects 25% of submissions, but the urls that are accepted/listed are still quite low-quality or spammy. That doesn't speak well to the quality of the directory. </li></ul><ul><li>If there is a fee, what's the purpose of the fee? For a high-quality directory, the fee is primarily for the time/effort for someone to do a genuine evaluation of a url or site. </li></ul>
    9. 11. Do I think directories are dead? <ul><li>I think easy directories are dead. </li></ul><ul><li>Quality directories will still be beneficial. </li></ul><ul><li>What does this mean to affiliates? </li></ul><ul><li>Most directories prefer to link to homepages. </li></ul><ul><li>This makes it easier for a small site about a specific product to benefit from directory links than it for a large retailer to directory link to product pages. </li></ul>
    10. 12. He’s going to talk about paid links!
    11. 13. Report Paid Links! <ul><li>Level the playing field </li></ul><ul><li>Earn kudos for your Webmaster Console login </li></ul><ul><li>Help underline the value of affiliate marketing and commissions </li></ul>
    12. 14. Spotting Paid Links
    13. 15. Yahoo Pipes – Link Watch
    14. 16. Making your own Link
    15. 17. Should it work?
    16. 18. Articles and PRs
    17. 19. Submission to editorially controlled sites
    18. 20. Crash Course <ul><li>Social profile pages </li></ul><ul><li>Activity stream sites </li></ul><ul><li>Syndicated RSS feeds </li></ul><ul><li>Comments and forum citations </li></ul><ul><li>HTML gadgets and widgets </li></ul><ul><li>Memes and virals </li></ul><ul><li>Bios and profile pages for conferences and expos </li></ul><ul><li>Press interviews </li></ul>
    19. 21. Can you make other people link to you?
    20. 22. Be a suck up (virtual networking) <ul><li>Many of the most popular affiliate and search blogs became popular because the author is a good networker; </li></ul><ul><ul><li>Leave comments </li></ul></ul><ul><ul><li>Ask questions via Twitter, etc </li></ul></ul><ul><ul><li>Give you reason to get involved in their blog </li></ul></ul><ul><li>You don’t need a blog to do this; </li></ul><ul><ul><li>Shop sites have reviews and editorials </li></ul></ul><ul><ul><li>Travel and Finance sites can cite resources </li></ul></ul>
    21. 23. Offer soft incentives
    22. 24. Become hated (virtual networking)
    23. 25. Be quick. Have a target audience. <ul><li>Who’s most likely to blog about you? </li></ul><ul><li>Write something that’ll interest them </li></ul><ul><ul><li>More risky; contact them and see if you can get some friendly communication going </li></ul></ul>
    24. 26. Give your URL to the linkers
    25. 27. Twitter Credits! <ul><li>http://www.flickr.com/photos/mpwillis/283144228/ </li></ul><ul><li>http://www.flickr.com/photos/pigstyave/367353091/ </li></ul><ul><li>http://www.flickr.com/photos/restlessglobetrotter/2166068194/ </li></ul><ul><li>http://www.flickr.com/photos/cobalt/425231402/ </li></ul><ul><li>http://www.flickr.com/photos/iainb/162799808/ </li></ul><ul><li>http://www.flickr.com/photos/dhammza/1381101959/ </li></ul><ul><li>http://www.flickr.com/photos/jlunar/298456969/ </li></ul><ul><li>http://www.flickr.com/photos/lon/275039534/ </li></ul><ul><li>http://www.flickr.com/photos/gustavog/4557105/ </li></ul>
    26. 28. Thank you! <ul><li>Andrew Girdwood </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: AndrewGirdwood </li></ul><ul><li>FriendFeed: AndrewGirdwood </li></ul><ul><li>Blog: blog.arhg.net </li></ul>