Link Building Campaigns


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One of my older presentations about link building campaigns and how to build new links to your web site on a regular basis.

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Link Building Campaigns

  1. 1. WebmasterWorld PubCon 2006 Link Building Campaigns
  2. 2. Company Overview <ul><li>Founded in 1994 </li></ul><ul><li>Full service interactive solutions provider - Marketing - Strategy - Creative Services - Web Site Development - Web Application Development - Search Engine Marketing - Web Analytics and Reporting </li></ul><ul><li>Clients include TXU Corporation, Amerisource Bergen Specialty Group, Pilgrim’s Pride </li></ul>
  3. 3. Overview <ul><li>Your Website’s Content </li></ul><ul><li>Internal Linking </li></ul><ul><li>External Links - Linking in 2006 </li></ul><ul><li>Finding Links Checklist </li></ul><ul><li>Checklist for New Sites </li></ul><ul><li>Checklist for Older or Established Sites </li></ul><ul><li>Link Dos </li></ul><ul><li>Link Don’ts </li></ul><ul><li>Links “Outside the Box&quot; </li></ul>
  4. 4. Your Website’s Content <ul><li>Your website’s content is ultimately responsible for its ability or inability to get links </li></ul><ul><li>Bad content or no content = no links </li></ul><ul><li>Great content = the potential to get links </li></ul><ul><li>You have tell everyone you have great content on your site </li></ul>
  5. 5. What is Great Content? <ul><li>Great content is anything that people will link to with an unsolicited link. </li></ul><ul><li>Examples of great content: - Content that stirs emotion – if they love it or hate it they’ll link to it - Rich-media content that’s informative, humorous, or silly - Tutorials, niche dictionaries/glossaries, or other content like a blog or news related to your industry </li></ul><ul><li>Other sites must have a reason to link to you. Give them a reason and they will link to you. </li></ul>
  6. 6. Internal Linking <ul><li>Take care of your internal linking first then deal with external links </li></ul><ul><li>Search engine friendly – crawlable links with descriptive anchor text as appropriate </li></ul><ul><li>All pages need at least one link from another page to stay in the index </li></ul><ul><li>Don’t forget internal links to related topics, related products, hot product links are helpful (on topic) </li></ul><ul><li>Links from other sites to your internal pages </li></ul>
  7. 7. External Links - Linking in 2006 <ul><li>Read the recent WebmasterWorld thread titled “Link Development vs. Traffic Development and Staying with the Times” by sugarrae </li></ul><ul><li> </li></ul><ul><li>Get on topic links </li></ul><ul><li>Buy links that will result in clicks (i.e. traffic) </li></ul><ul><li>Write &quot;800 word&quot; articles that add value </li></ul><ul><li>Write useful articles based on your keywords </li></ul><ul><li>Diversify your anchor text </li></ul><ul><li>Contribute to a select few communities online and make yourself known </li></ul><ul><li>Create a blog </li></ul>
  8. 8. Finding Links Checklist <ul><li>Search using your keyword </li></ul><ul><li>&quot;Suggest link&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Suggest a link&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Suggest site&quot; + &quot;keyword“ </li></ul><ul><li>&quot;Suggest a site&quot; + &quot;keyword“ </li></ul><ul><li>&quot;Suggest URL&quot; +&quot;keyword” </li></ul><ul><li>&quot;Suggest a URL&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Add link&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Suggest an URL&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Add a link&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Add site&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Add a site&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Add URL&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Add a URL&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Add an URL&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Submit link&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Submit a link&quot; +&quot;keyword“ </li></ul><ul><li>&quot;Submit site&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Submit a site&quot; +&quot;keyword&quot; </li></ul><ul><li>&quot;Submit URL&quot; +&quot;keyword” </li></ul><ul><li>&quot;Submit a URL&quot; +&quot;keyword&quot; </li></ul>“ Submit an URL&quot; +&quot;keyword“ &quot;favorite links&quot; +&quot;keyword&quot; &quot;cool sites&quot; +&quot;keyword&quot; &quot;cool places&quot; +&quot;keyword“ reciprocal +&quot;keyword&quot; directory +&quot;keyword&quot; directorys +&quot;keyword&quot; directories +&quot;keyword&quot; exchange +&quot;keyword&quot; resources +&quot;keyword“ links +&quot;keyword&quot; &quot;your location&quot; +&quot;add url&quot; &quot;your location&quot; +links &quot;your location&quot; +&quot;reciprocal links“ &quot;your location&quot; +directory &quot;your location&quot; +&quot;submit site“ &quot;recommended links&quot; +&quot;keyword“ &quot;your location&quot; +&quot;suggest a site&quot;
  9. 9. Checklist for New Sites <ul><li>Web directories (always hand edited) yahoo, dmoz, botw, and industry niche </li></ul><ul><li>Write/Distribute press release about site’s launch </li></ul><ul><li>Use PRWeb, Eric Ward’s URLwire, Businesswire </li></ul><ul><li>Buy a few text links (i.e., advertise) </li></ul><ul><li>Start a PPC campaign - doesn't help with links but will get traffic and perhaps noticed in your niche </li></ul><ul><li>Add a blog to your site and get blog search engine traffic, links from other bloggers in your niche </li></ul><ul><li>Write keyword rich useful articles in your niche topic </li></ul><ul><li>Interested in “black hat” techniques? </li></ul><ul><li>Buy expired domains of sites in your niche and set up a 301 Permanent Redirect to your site </li></ul><ul><li>Buy your competitors' sites or domains and redirect </li></ul>
  10. 10. Checklist for Older or Established Sites <ul><li>Analyze internal linking structure </li></ul><ul><li>Analyze current links, both incoming and outgoing and read the sugarrae link thread </li></ul><ul><li>Stop participating in link schemes, reciprocals </li></ul><ul><li>Jumpstart your site with new links </li></ul><ul><li>- website directory listings (only majors) </li></ul><ul><li>- write and distribute press release </li></ul><ul><li>- add a blog to site and/or more content </li></ul><ul><li>- advertise on other industry sites </li></ul><ul><li>- write and distribute useful articles </li></ul>
  11. 11. Link “Do”s <ul><li>Don't be afraid to link out to good content </li></ul><ul><li>Make sure your links are always in context </li></ul><ul><li>Get free publicity - Jeff Crilley ( </li></ul><ul><li>Analyze links of competitors (be where they are if possible) </li></ul><ul><li>Get your products and feeds listed and noticed </li></ul><ul><li>If you’re a black hatter or “innovative” then buy competitors sites or domains and set up 301 Permanent Redirects to your site </li></ul>
  12. 12. Link “Don’t”s <ul><li>No links on same IP address or class C block </li></ul><ul><li>No new links = a stale site </li></ul><ul><li>Don’t get too many new links too quickly </li></ul><ul><li>No site-wide buys with same anchor text </li></ul><ul><li>Stay away from paid links on off-topic sites </li></ul><ul><li>No link schemes and bad neighborhoods </li></ul><ul><li>No link networks </li></ul><ul><li>No orphan pages (pages without links) </li></ul><ul><li>No blog spam, log spam, guestbook spam, forum spam--even though some still claim that they work, especially with MSN and Yahoo! </li></ul>
  13. 13. Links “Outside the Box&quot; <ul><li>Be first with link equity = authority </li></ul><ul><li>Posting breaking news means links and link equity </li></ul><ul><li>Give out free tool like free web space, free stats, free blog </li></ul><ul><li>Links are necessary for pages to remain in index </li></ul><ul><li>Off-site links to internal pages help boost rankings </li></ul><ul><li>If you're selling a classified ad item then post item on Craig's List - always add link to your site that has additional photos and more information </li></ul><ul><li>Give out free information, perhaps free industry dictionary or glossary or calculator </li></ul><ul><li>Have content others don’t have (e.g., photos, content, the Smoking Gun site) </li></ul><ul><li>Get to know the bloggers in your industry - feed them your news, press releases, other industry information </li></ul><ul><li>Contribute to non-profits for a link </li></ul>
  14. 14. One More Point <ul><li>Link building is a long-term commitment </li></ul><ul><li>There's no magic pill </li></ul><ul><li>There isn’t one link that will make you famous </li></ul>
  15. 15. Thank You <ul><li>Bill Hartzer </li></ul><ul><li>Search Engine Marketing Manager </li></ul><ul><li>MarketNet, Inc. </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>ph 972.739.1900 </li></ul>