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Ecommerce link building 101

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ECOMMERCE LINK BUILDING How to Turn Free Tools Into Search Rankings

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Ecommerce link building 101

  1. 1. ECOMMERCE  LINK  BUILDING   How  to  Turn  Free  Tools  Into  Search   Rankings   1  
  2. 2. About  Darren  DeMatas   Darren  DeMatas  has  an  MBA  in  Internet  Marke=ng,  but   hangs  his  hat  on  a  decade  of  experience  making  retail   brands  profitable.  He’s  marketed  global  Fortune  500   companies  and  small  1-­‐man  ecommerce  niche  brands.   He  is  a  Chris=an  that  some=mes  mixes  business  with   pleasure  :)   •  Copyblogger  Cer=fied  Content  Marketer     •  Google  AdWord  Cer=fied.     Keyword  Research  101   2  
  3. 3. Now  That  You  Have  Your     Page  and  Keywords…   Time  To  Get  Some  Quality  Links   Link  Building  101   3  
  4. 4. Before  You  Build  A  Single  Link…   You  need  to  know  the  absolute   basics.   4  
  5. 5. Link  Building  101   ①  Types  Of  Links   ②  Evalua=ng  A  Site   ③  Anchor  Text   ④  Ecommerce  Page  Types   Link  Building  101   5  
  6. 6. Types  Of  Links   ①  Links  That  Drive  Traffic   –  Ex)  Social  Shares,  Paid  Ads,  Sponsored  Posts   ②  Links  That  Boost  Rankings   –  Ex)  Men=ons  On  A  Trusted  Web  Page   ③  Links  That  Do  Both   –  Ex)  Men=ons  On  A  Popular  Web  Page   ④  Links  That  Do  Nothing   –  Ex)  Spam  Comment  Or  Link  On  A  Crap  Site   ⑤  Links  That  Get  You  In  Trouble   –  Ex)  Automa=on,  Directories,  Farms   Link  Building  101   6  
  7. 7. Evalua=ng  A  Site  You  Might  Want  To  Get  A  Link  From   ①  Probability  and  Fit?   ②  Follow  Or  No  Follow?   ③  Social  Proof?   ④  Traffic?   ⑤  Ranking  For  Any  Keywords?   Link  Building  101   7  
  8. 8. Run  Away  If   ①  There  is  no  editorial  process  for  inclusion.   ②  Website  is  about  several  unrelated  topics.   ③  There  are  hundreds  of  posts/pages  without   social  shares  or  comments.     Link  Building  101   8  
  9. 9. The  Process   ① Find  Sites   ② Qualify  Sites   ③ Find  an  “In”   ④ Reach  Out  To  Get  Your  Link   Link  Building  101   9  
  10. 10. Anchor  Text  101   •  Exact  Match:  designer  bedding   •  Par=al  Match:  luxury  bedding     •  Related  Match:  luxury  linen   •  Branded  Match:  Home  and  Hearts   •  No  Match:  here   •  Naked:  hlp://homenhearts.com/bedding/ luxury-­‐bedding       Exact   Match   Naked   Par=al   Less  Effec=ve   Safer   More  Effec=ve   Dangerous   Related   Branded   None   Link  Building  101   10  
  11. 11. Ecommerce  Link  Building   Exact   Match   Link  Building  101   11  
  12. 12. There  are  Hundreds  Of  White  Hat   Backlink  Opportuni=es     But  Today,  I  Want  You  To  Focus  In  On   Home  Page  And  Category  Page  Links   Link  Building  101   12  
  13. 13. Where  To  Get  Links  From  Now..   ① Resource  Pages/Links  Page   ② Broken  Link  Building   ③ Fresh  Web  Men=ons   ④ Partners  and  Vendors   Link  Building  101   13  
  14. 14. …The  Best  Place  To  Find  Links  is…   Link  Building  101   14  
  15. 15. Google   Link  Building  101   15  
  16. 16. Step  1:    Change  Search  Results  To  100  Per  Page   1   2   Link  Building  101   16  
  17. 17. Step  2:    Change  Search  Results  To  100  Per  Page   1   2   Link  Building  101   17  
  18. 18. Mastering  Advanced  Search   Operators   Is  an  essen$al  SEO  skill   Link  Building  101   18  
  19. 19. The  Anatomy  Of  A  Search  Operator   Link  Building  101   19  
  20. 20. Finding  Resource  Pages  With  Google   ①  “niche”  inurl:links   ②  Niche    inurl:resources   ③  “niche”  other  resources   ④  “niche”  “resources”   ⑤  Niche  in=tle:links   ⑥  “niche”  “useful  resources”   ⑦  “keyword”    inurl:links   ⑧  “keyword”  inurl:“useful  resources”   ⑨  “keyword”  in=tle:links   Link  Building  101   20  
  21. 21. The  Result:  Pages  That  Link  Out  To  Sites  Like  Yours   Link  Building  101   21  
  22. 22. How  to  Turn  Resource  Pages  Into  Links   Qualifica=on   Link  Building  101   22  
  23. 23. Qualifica=on   ①  Step  1:  Download  Moz  ToolBar   ②  Step  2:  Hand  Pick  The  High  Probability  Ones   ③  Step  3:  Eliminate  Sites  With  Poor  Fit  and  SPAM   ④  Step  4:  Find  a  “Quick  In”  With  Qualified  Sites   ⑤  Step  5:  Build  A  Rela=onship  With  Authorita=ve   Sites  OR  Spend  More  Time  Finding  an  “In”   Link  Building  101   23  
  24. 24. Getng  On  The  Radar  of  Authorita=ve   Sites   ①  Ask  About  Adver=sing     ②  Follow/Engage  Them  On  Social  Media   ③  Join  Their  List   ④  Comment  On  A  Blog  Post   Link  Building  101   24  
  25. 25. Prospect  Qualifica=on  Is  THE  Biggest  Time  Suck   ①  The  Good  News  Is  You  Don’t  Need  A  Ton  Of   Links….   ②  Don’t  Pitch  Sites  That  You  Have  a  0%  Chance   ③  Laser  Approach   ④  Shotgun  Approach   ⑤  Machine  Gun  Approach   Link  Building  101   25  
  26. 26. Ultra  Fast  Qualifica=on   Vermont  -­‐    Not  Ideal  Fit,  Higher   DA  so  Lets  look  at  the  site.   OSU  Two  Lis=ngs,  Possible  In?   Ideal  Target,  but  not  a  blog  or   authority  site  –  find  an  easy  in.   Link  Building  101   26  
  27. 27. Tips  On  Finding  Email  Addresses   ①  Contact  Page,  About  Page,  Footer,  Sidebar   ②  Staff  or  Faculty  Page   ③  Google  Search  =    First  Last  dot  com  at  email   ④  Use  A  Program  Like  BuzzStream   Link  Building  101   27  
  28. 28. Laser  Approach   Resource  Pages/Broken  Link  Building   Link  Building  101   28  
  29. 29. Step  1:  Test  Search  Queries •  luxury  bedding  Directory  add   •  luxury  bedding  Directory  submit   •  luxury  bedding  Directory  suggest   •  luxury  bedding  Directory  post   •  luxury  bedding  "submit  *  site”   •  luxury  bedding  "submit  *  lis=ng”   •  luxury  bedding  "submit  *  URL”   •  luxury  bedding  "submit  *  website”   •  luxury  bedding  "suggest  *  site”   •  luxury  bedding  "suggest  *  URL”   •  luxury  bedding  "add  *  site”   •  luxury  bedding  "add  *  lis=ng”   •  luxury  bedding  "add  *  URL”   •  luxury  bedding  "add  *  website”   •  luxury  bedding  in=tle:directory   •  luxury  bedding  in=tle:resources   Link  Building  101   29  
  30. 30. Step  2:  Refine  Search  Queries •  “luxury  bedding”  OR  “bed  linen”   in=tle:resources  -­‐alibaba.com  -­‐facebook.com   •  “interior  decora=ng”  OR  “bed  linen”     in=tle:resources   •  “interior  decora=ng”  OR  “bed  linen”   inurl:links   Link  Building  101   30  
  31. 31. Step  3:  Find  and  Visit  Poten=al  Sites   Link  Building  101   31  
  32. 32. Step  4:  Look  For  and  Follow  Any  Instruc=ons   Link  Building  101   32  
  33. 33. Step  5:  No  Instruc=ons?  Check  For  Broken  Links Link  Building  101   33  
  34. 34. Broken  Link  Email   Subject:  Broken  Links  On  [Website  Name]     Hi  [First  Name]     I  was  checking  out  your  website  and  came  across  some  broken  links  on  [Page  With  Broken  Link].       [Broken  Link  #1]  -­‐  [Broken  Link  Replacement]   [Broken  Link  #2]  -­‐  [Broken  Link  Replacement]     Also,  if  you  have  a  chance  let  me  know  if  our  site,  [My  Page  URL]  will  be  a  good  fit.     Thanks  for  your  considera=on.         Thank  you!   Darren  DeMatas   352-­‐222-­‐9790   Company  Address   Link  Building  101   34  
  35. 35. Step  6:  No  Instruc=ons?  No  Broken  Links?  Find  Another  In  or  Ask   Subject:  Ques=on  About  [Website  Name]     Hi  Kim,     My  name  is  Darren  DeMatas,  I  am  contac=ng  you  regarding  the  [Website  Name]   website,  specifically  your  important  links  page,  [Your  Page  URL].     I  wanted  to  introduce  my  website,  [My  Page  URL]  in  hopes  that  depending  upon  your  criteria,  I  can  learn  more   about  what  is  required  for  considera=on  for  inclusion.     I  would  also  like  to  learn  about  your  sponsorship  criteria.  We  can  offer  your  members  discounts  on  [Category].       Thanks  for  your  =me,     Darren  DeMatas   352-­‐222-­‐979   Link  Building  101   35  
  36. 36. Shotgun  Approach   Broken  Link  Building   Link  Building  101   36  
  37. 37. Step  1:  Find  Resource  Pages   ①  Use  search  queries  on  Google   Link  Building  101   37  
  38. 38. Step  2:  Download  Chrome  Scraper  Tool   hlps://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaffohmbkdlecaccepngjd   Link  Building  101   38  
  39. 39. Step  3:  Scrape  Similar  Results  From  Google  Search   Link  Building  101   39   Right  Click  
  40. 40. Step  4:  Export  Results  Into  A  Google  Doc   Link  Building  101   40  
  41. 41. Step  5:  Copy  and  Paste  Results  Into  .txt  File   Link  Building  101   41  
  42. 42. Set  Max  Depth   to  1   Report  Broken   Links  Ordered   By  Page   Step  6:  Edit  Xenu  Setngs   Link  Building  101   42   1   2   3  
  43. 43. Step  7:  Go  To  File>Check  URL  List  To  Find  Broken  Links   Link  Building  101   43  
  44. 44. Step  8:  Qualify  Sites  and  Find  Contact  Info   Link  Building  101   44   ①  Eliminate  Spam  Sites   ②  Find  Contact  Informa=on    
  45. 45. Step  9:  Send  Feeler  Email   Link  Building  101   45   Subject:  Problem  With  [Website  Name]     Hey  [First  Name]     I  was  searching  for  [RESEARCH  TOPIC]  and  came  across  your  list  of  [TOPIC]  resources:  [Your  Page  URL].     Super  helpful!     As  I  was  checking  out  the  resources  I  hit  some  broken  links.  Let  me  know  if  you  want  me  to  send  you   the  short  list.     Cheers,   [YOUR  NAME]   PHONE  NUMBER  
  46. 46. Bonus:  Machine  Gun  Approach   A  Broken  Link  Building  Tac=c   Link  Building  101   46  
  47. 47. Step 1: Find Dead Domains http://www.expireddomains.net/ Search  For  a  Big   Head  Term   1   Find  Sites  With   Domain  Popularity   (Linking  Domains)   2   Link  Building  101   47  
  48. 48. Step  2:  See  Who  Links  In  and  Export  Data   Link  Building  101   48  
  49. 49. Step  3:  Filter  Out  the  Spam  Or  Non  Relevant  Site  Using  Metrics   ①  Look  At  Page  Title  –  Is  It  Relevant?  Your   Language?   ②  Look  At  The  Anchor  Text  and  Text  Around   Link   ③  Page  Type  of  URL  (Forum?  Blog  Post?)   Link  Building  101   49  
  50. 50. Actual  Email  I  use   Subject:  Problem  With  [Website  Name]     Hi  [First  Name]     Just  wanted  to  let  you  know  that  on,  [Page  With  Dead  Link]  there  is  a  broken  link  to  [Broken  Site].  That  site  is   now  a  parked  domain.     Not  sure  if  you  knew,  but  we  also  have  a  lot  of  the  same  [Category]  stuff  on  my  website,  [My  Site  URL].  It  might   make  a  nice  addi=on  to  your  page.       Either  way,  I  hope  this  helps  you  out.   Darren   352-­‐222-­‐9790   Link  Building  101   50  
  51. 51. Google  Alerts  For  Links   Turn  Men=ons  Into  Links   Link  Building  101   51  
  52. 52. Step  1:  Set  Up  Google  Alerts   ①  Company  Name   ②  Brands     ③  Products     ④  Product  Categories   Link  Building  101   52  
  53. 53. Opportunity  #1:  Unlinked  Brand  Men=on   Subject:  Ques=on  about  [YOUR  ARTICLE  TITLE]     Hi  [First  Name]     I  really  appreciate  you  men=oning  [MY  BRAND/PRODUCT]  on  your  ar=cle,  [YOUR  ARTICLE  TITLE]     I  really  like  how  you  went  into  depth  about  [SUBTOPIC]     It  would  be  awesome  if  you  could  add  a  link  to  [MY  WEB  PAGE],  so  that  your  readers  who  want  to  learn  more  about   [MY  BRAND/PRODUCT]  can  access  it  directly,  without  having  to  search  for  it  in  Google.     Thanks  again  including  our  [MY  BRAND/PRODUCT].     Cheers   Darren  DeMatas   352-­‐222-­‐9790     Link  Building  101   53  
  54. 54. Opportunity  #2:  Supplier  Men=on   Subject:  Ques=on  about  [YOUR  ARTICLE  TITLE]     Hi  [First  Name]     I  was  on  Twiler  this  morning  and  I  came  across  your  recent  ar=cle,  [YOUR  ARTICLE  TITLE].     Awesome  work!  I  really  like  how  you  went  into  depth  about  [SUBTOPIC].     I  no=ced  you  men=oned  [SUPPLIER]  in  your  post.  I’ve  been  a  huge  fan  of  them  for  a  while.  We  actually  stock  all  their  products  on  our  website,  [MY   WEBSITE].     [Since  we  are  an  authorized  distributor,  we  actually  sell  the  same  products  for  less.]     It  might  be  helpful  for  your  readers  to  have  another  site  to  find  [SUPPLIER]  products.     Either  way,  keep  up  the  awesome  work!     Thanks  again,   Darren  DeMatas   352-­‐222-­‐9790   Link  Building  101   54  
  55. 55. Partners  and  Vendors   Cover  Your  Bases!   Link  Building  101   55  
  56. 56. Step  1:  Find  Pages  On  Supplier  Sites   ①  “where  to  buy”  site:yoursupplier.com   ②  “partners”  site:yoursupplier.com   ③  “distributors”  site:yoursupplier.com   ④  “order  online”  site:yoursupplier.com   Link  Building  101   56  
  57. 57. Step  2:  Contact  Your  Sales  Person   Subject:  Sales  Promo=ons  For  [YOUR  PRODUCT/BRAND]     Hi  [First  Name]     We’re  launching  a  [YOUR  PRODUCT]  promo=on  and  I  need  a  lille  help  from  you.     I  no=ced  that  you  have  a  page  where  you  list  places  to  buy  [YOUR  PRODUCT/BRAND].     Is  it  possible  to  men=on  [MY  WEBSITE  URL/PRODUCT  PAGE  URL/CATEGORY  PAGE  URL]?  It  would  really  add  a  ton  of   credibility  to  our  sales  promo=on.     Either  way,  keep  up  the  awesome  work!     Thanks  again,   Darren  DeMatas   352-­‐222-­‐9790   Link  Building  101   57  
  58. 58. Over  To  You   Download  The  Templates   Link  Building  101   58  

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