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7 Advanced techniques for building a
domain with Authority and Trust
➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and
integrated marketing campaigns
➡ Online since 1985, online marketing since 1996
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with GalaCoral, Google, Vapemate, NatWest/RBS,
National Gallery, CIPD, Fidelity, NBC Universal, Readers Digest, Bayer,
Amadeus, AMD, AmEx, TotalJobs, Virgin.com, Virgin Startup, Zopa,
NSPCC, GE & more
➡ Contact: decabbit@gmail.com
AM I
Who Obligatory slide !
Judith Lewis
@JudithLewis & @Decabbit
3
@JudithLewis & @Decabbit
This deck was
edited down
and does not
include much
information
given to
attendees
@JudithLewis & @Decabbit
So what do
I do?
Competitor Link Research: Majestic.com
@JudithLewis & @Decabbit
Find Influencers
@JudithLewis & @Decabbit
Facebook Outreach Groups
@JudithLewis & @Decabbit
Check Their Stats
@JudithLewis & @Decabbit
Checking Influencers Stats
@JudithLewis & @Decabbit
Ask ALL The Relevant Questions
@JudithLewis & @Decabbit
Check if They Will Offer Links
@JudithLewis & @Decabbit
Find Sites that Covered Infographics Through
“Search Google For Image”
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
It’s not just
about buying
links
Approaches Have to Inspire
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
Unique Research
Unique Research
Surveys work well
Research should provide new, unique insight
Numbers do exceptionally well – find quantitate research
topics
Google Dataset search
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
Be the Answer
Piggyback on other
Events
Events Calendar Topics
There are topical days every day of the month/year
https://www.daysoftheyear.com/
@JudithLewis & @Decabbit
Ego Bait
Ego Bait
Solicit Expert Guest Posts
Compile a “Best Of” List or Roundup List
Interview an Influencer
@JudithLewis & @Decabbit
Post-work follow
ups
Checklist of What to do After Building Links
Remember to provide a tracking link as otherwise source
will not be tracked from many Wordpress blogs
Don’t just pay the blogger, thank them
Socially promote the article/post and tag the
blogger/reporter so they know
Monitor traffic from the link
Check the website is still indexed
Check the link still exists periodically
@JudithLewis & @Decabbit
Digital KPIs to Measure
Converting traffic to website
Check sources (email, PPC, Google, direct, etc)
Brand mentions
Both number of searches for brand in Google and mentions on
social media
Unlinked mentions can be tracked too
Return on Marketing Investment
One of the most important checks – make sure the money (and
time) you are putting in have a positive return
@JudithLewis & @Decabbit
Get Value – Base Success on Traffic
Referral Traffic: Check the
amount of traffic being sent
from places you have built
links to your site (client site).
This will help you see how
much value you have gotten
from that blogger.
@JudithLewis & @Decabbit
KPI Checks: SEMRush
I like SEMRush for
ranking checks but also
because it is an
excellent tool suite for
link checks, technical
checks and keyword
checks. SEMRush also
integrates with
Majestic and has a host
of useful features.
@JudithLewis & @Decabbit
Follow Up With Bloggers
Message them twice after the post goes live with traffic
updates from their blog to the client site
Ensure to show them how you are socially promoting
their blog post
Remind them of the month deadline of traffic reporting
and ask them to help promote the post to ensure more
traffic
@JudithLewis & @Decabbit
E-A-T
Expertise
Authoritativeness
Trustworthiness
E-A-T (Expertise, Authority, Trustworthiness)
“The quality and amount of main content, website
information, and website reputation all inform the E-A-T of a
website.”
Is the author here an Expert of what he is talking about?
Is the web page Authoritative?
Can you Trust it?
“Extensive reputation research is important when giving
Highest ratings, and is evidence of the E-A-T of the
page."
@JudithLewis & @Decabbit
Expertise
Experts can exist in any field (gossip, humour, fashion,
etc.)
Experts can contribute to user-generated content too
(Q&A sites may have expert users participating)
An expert should have an expertise on the topic of the
query. There are no general experts.
Experts may not necessarily have recognised / formal
expertise (education).
@JudithLewis & @Decabbit
Authoritativeness
Very positive reputation is often based on prestigious awards
or recommendations from known experts or professional
societies on the topic of the website.
For topics which need less formal expertise, websites can be
considered to have a positive reputation if they are highly
popular and well-loved for their topic.
Quality raters will look for reviews, references,
recommendations by experts, news articles, and other
credible information created/written by individuals about the
website.
@JudithLewis & @Decabbit
Trustworthiness
On-page trust signals include a prominent “About” page,
extensive contact information, and well-written privacy
policies. These signals are more important for financial
and shopping sites, but it doesn’t hurt to add these to
any site.
A good signal of trust for informational pages is the
presence of good references (links to sources)
supporting statements in the main content.
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
BONUS
MATERIAL:
Testing Spam
@JudithLewis & @Decabbit
I do also buy links
But I do so carefully
and strategically
@JudithLewis & @Decabbit
It isn’t always
smooth sailing
@JudithLewis & @Decabbit
I’ve taken penalties…
Link penalties
@JudithLewis & @Decabbit
So be careful when
buying links…
@JudithLewis & @Decabbit
Some claim
poor quality
links still work
- offer $59.95
packages or
whatever
Test Results
@JudithLewis & @Decabbit
@JudithLewis & @Decabbit
All it showed was Fiverr is
useless and searches with clicks
don’t always work
@JudithLewis & @Decabbit
You Can Find Me Online
Twitter: @JudithLewis
@Decabbit
LinkedIn: http://uk.linkedin.com/in/judithlewis
Web: http://www.decabbit.com
Food Blog: http://MostlyAboutChocolate.com
HuffPost: http://www.huffingtonpost.co.uk/judith-lewis
SEO Blog: http://www.SEO-Chicks.com
ShideShare: http://www.slideshare.net/DeCabbit/
THANK YOU FOR YOUR TIME
46

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#RDSummit - 7 Advanced Techniques for Building a Domain with Authority and Trust

  • 1. 7 Advanced techniques for building a domain with Authority and Trust
  • 2. ➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated marketing campaigns ➡ Online since 1985, online marketing since 1996 ➡ Worked in-house within e-Commerce, Publishing & High Tech ➡ Have worked with GalaCoral, Google, Vapemate, NatWest/RBS, National Gallery, CIPD, Fidelity, NBC Universal, Readers Digest, Bayer, Amadeus, AMD, AmEx, TotalJobs, Virgin.com, Virgin Startup, Zopa, NSPCC, GE & more ➡ Contact: decabbit@gmail.com AM I Who Obligatory slide ! Judith Lewis @JudithLewis & @Decabbit
  • 3. 3 @JudithLewis & @Decabbit This deck was edited down and does not include much information given to attendees
  • 5. Competitor Link Research: Majestic.com @JudithLewis & @Decabbit
  • 6.
  • 11. Ask ALL The Relevant Questions @JudithLewis & @Decabbit
  • 12. Check if They Will Offer Links @JudithLewis & @Decabbit
  • 13. Find Sites that Covered Infographics Through “Search Google For Image” @JudithLewis & @Decabbit
  • 14. @JudithLewis & @Decabbit It’s not just about buying links
  • 15. Approaches Have to Inspire @JudithLewis & @Decabbit
  • 17. Unique Research Surveys work well Research should provide new, unique insight Numbers do exceptionally well – find quantitate research topics Google Dataset search @JudithLewis & @Decabbit
  • 20.
  • 22. Events Calendar Topics There are topical days every day of the month/year https://www.daysoftheyear.com/ @JudithLewis & @Decabbit
  • 24. Ego Bait Solicit Expert Guest Posts Compile a “Best Of” List or Roundup List Interview an Influencer @JudithLewis & @Decabbit
  • 26. Checklist of What to do After Building Links Remember to provide a tracking link as otherwise source will not be tracked from many Wordpress blogs Don’t just pay the blogger, thank them Socially promote the article/post and tag the blogger/reporter so they know Monitor traffic from the link Check the website is still indexed Check the link still exists periodically @JudithLewis & @Decabbit
  • 27. Digital KPIs to Measure Converting traffic to website Check sources (email, PPC, Google, direct, etc) Brand mentions Both number of searches for brand in Google and mentions on social media Unlinked mentions can be tracked too Return on Marketing Investment One of the most important checks – make sure the money (and time) you are putting in have a positive return @JudithLewis & @Decabbit
  • 28. Get Value – Base Success on Traffic Referral Traffic: Check the amount of traffic being sent from places you have built links to your site (client site). This will help you see how much value you have gotten from that blogger. @JudithLewis & @Decabbit
  • 29. KPI Checks: SEMRush I like SEMRush for ranking checks but also because it is an excellent tool suite for link checks, technical checks and keyword checks. SEMRush also integrates with Majestic and has a host of useful features. @JudithLewis & @Decabbit
  • 30. Follow Up With Bloggers Message them twice after the post goes live with traffic updates from their blog to the client site Ensure to show them how you are socially promoting their blog post Remind them of the month deadline of traffic reporting and ask them to help promote the post to ensure more traffic @JudithLewis & @Decabbit
  • 32. E-A-T (Expertise, Authority, Trustworthiness) “The quality and amount of main content, website information, and website reputation all inform the E-A-T of a website.” Is the author here an Expert of what he is talking about? Is the web page Authoritative? Can you Trust it? “Extensive reputation research is important when giving Highest ratings, and is evidence of the E-A-T of the page." @JudithLewis & @Decabbit
  • 33. Expertise Experts can exist in any field (gossip, humour, fashion, etc.) Experts can contribute to user-generated content too (Q&A sites may have expert users participating) An expert should have an expertise on the topic of the query. There are no general experts. Experts may not necessarily have recognised / formal expertise (education). @JudithLewis & @Decabbit
  • 34. Authoritativeness Very positive reputation is often based on prestigious awards or recommendations from known experts or professional societies on the topic of the website. For topics which need less formal expertise, websites can be considered to have a positive reputation if they are highly popular and well-loved for their topic. Quality raters will look for reviews, references, recommendations by experts, news articles, and other credible information created/written by individuals about the website. @JudithLewis & @Decabbit
  • 35. Trustworthiness On-page trust signals include a prominent “About” page, extensive contact information, and well-written privacy policies. These signals are more important for financial and shopping sites, but it doesn’t hurt to add these to any site. A good signal of trust for informational pages is the presence of good references (links to sources) supporting statements in the main content. @JudithLewis & @Decabbit
  • 37. @JudithLewis & @Decabbit I do also buy links But I do so carefully and strategically
  • 38. @JudithLewis & @Decabbit It isn’t always smooth sailing
  • 39. @JudithLewis & @Decabbit I’ve taken penalties… Link penalties
  • 40. @JudithLewis & @Decabbit So be careful when buying links…
  • 41. @JudithLewis & @Decabbit Some claim poor quality links still work - offer $59.95 packages or whatever
  • 43. @JudithLewis & @Decabbit All it showed was Fiverr is useless and searches with clicks don’t always work
  • 45. You Can Find Me Online Twitter: @JudithLewis @Decabbit LinkedIn: http://uk.linkedin.com/in/judithlewis Web: http://www.decabbit.com Food Blog: http://MostlyAboutChocolate.com HuffPost: http://www.huffingtonpost.co.uk/judith-lewis SEO Blog: http://www.SEO-Chicks.com ShideShare: http://www.slideshare.net/DeCabbit/
  • 46. THANK YOU FOR YOUR TIME 46