Authority building with relevance

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Slides from Webinar looking at how to build authority and the importance of links in this mix.

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Authority building with relevance

  1. 1. So…, What’s a Link? • A ‘vote’ of authority to your site from an external source • A contextual reference which can create authority or engagement
  2. 2. Why Links Matter • To build your brands authority • To rank better in search engines • To create brand publicity & ‘buzz’ • To develop real relationships old and new • To generate new business
  3. 3. What is most important? • Relevance • Reputation • Context • Quality vs. Quantity • “Follow links”
  4. 4. The Ultimate Goal Links happen organically based on your authority and or buzz in the market
  5. 5. Standard Link Building • Business relationships • Testimonials, reviews, media releases • Design company, hosting company, partners • Relevant quality business directories • Relevant quality profile pages • Competitor link research • Establish passive strategy • Memberships • Link Consolidation
  6. 6. Advanced Link building • High Quality link acquisition – Citing and References - .edu – Government related - .gov • Sponsorships / Events • Create useful dynamic tools • Writing for others
  7. 7. Creative Link Building • Ego Bait • Viral Content • Video creation and distribution • Link Bait • Infographics
  8. 8. Tips to generate links organically • Monitor what content is being most linked to • Encourage linking to your site & make it easy http://dejanseo.com.au/link-to-dejan-seo/ • Create resources/tools/templates • Educational content • How to’s and tutorials • Giveaways and competitions • Creative and Viral content
  9. 9. The Social Aspect • Having social buzz can help create links • There are techniques to leverage social platforms ‘sponsored’ model to create organic links • Google +
  10. 10. The Real World • Reflect your real world relationships online • Build new relevant relationships online • Consider organisations you support • Events and Memberships • Partners/Affiliates • Suppliers
  11. 11. How not to build your authority • Link & Blog Networks • Automated Services • Buying links $ - paid in content (or anywhere) • Article Marketing Spam • Link Wheel Exchanges • Footer/ Sidebar links – site wide • Masses of directory listings • Forum links • Hollow profile pages • Comment spam – blogs etc
  12. 12. The anatomy of a link • Text link – anchor text • Image Link – logo etc • Context – Google gets it • Placement – Google gets that too • Target - Where the link points to • Internal linking – is important also
  13. 13. Old vs New Anchor text links Old - “Large format printing Sydney” New - “www.printingcompany.com.au” or - “Printing Company Name” Trying to game Google with key phrase links does not work anymore!
  14. 14. Domain links vs Page links
  15. 15. Google – Loving the logo link Because it is often real!
  16. 16. Sharing the value
  17. 17. Tell me more about this “follow / nofollow” thing http://moz.com/tools/seo-toolbarTry this tool
  18. 18. • Educational resources/tools • Guest blog • PDF distribution • Offer a scholarship • Google + Some authority building ideas & opportunities • Templates • Interviews • Video content - tutorials • Industry Resources • Sponsorships/Events
  19. 19. In summary • Create relevant links • Focus on authority of link location – domain and page • Quality vs. Quantity!! • Develop new relationships and build on existing • Add value to your target market • Reflect your real world relationships • Do not try a quick, cheap and often automated solution – It’s likely to end in tears!
  20. 20. Measure everything! • Google Analytics & Google Webmaster Tools • Fresh Link Finder http://freshlinkfinder.com/
  21. 21. The choice is yours The blue pill or the red pill? Safe long term solution Vs. Potentially quick but volatile
  22. 22. Thank you! Connect via @Visual_Alchemy & @dejanseo

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