Backlinking Best Practices


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Backlinks do still matter and have a bearing on an organization's authority in the eyes of Google. Client Success Manager, Jeff Riddall, reviews some best practices for identifying and obtaining backlinks from relevant, reputable sources.

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  • Here’s why keyword research and closing the gap is an on-going process. This a model I created called the Five Forces of Keyword Competition. So we know that SEO is about Content but we can get even more granular than that… it is about a keyword and it is about competing for a keyword at the Google search box. People ask me how long I think it is going to take for them to out rank their competitor or how much content they have to write. My answer is “I have now idea”. Then I say, “If anyone ever gives you a specific timeframe or promises you a #1 rank, they’re lying because there are too many external factors and pressures on every keyword that you simply do not and cannot control”. The only way to address these threats is through an on-going Optimized Content Marketing strategy. Buyers…. Create social signals that impact rank.
  • Here are some examples that I’ve seen in the past of clients closing their gap. The only way to close the gap is through consistent keyword research to understand highly-converting keywords.
  • Backlinking Best Practices

    1. 1. London | 20–24 Feb, 2012 | #seslondon Jeff Riddall Client Success Manager gShift Labs @Jriddall +Jriddall Backlinking Best Practices
    2. 2. gShift Company Overview • SEO Software for Agencies • Founded 2009 • Krista LaRiviere and Chris Adams – Third digital marketing software company – Previous two acquired by Lyris – 14+ years ‘doing’ SEO and ‘building’ software for SEO – Vision: “To change the way people think about and perform organic search optimization.” • 17 employees - 100s & 100s & 100s of customers - 20 countries gShift Company Overview
    3. 3. All your SEO Data in One PlaceAll your SEO Data in One Place
    4. 4. gShift in the WSI World Prospect/Client Data in gShift #1: Lead Generation (IC) #2: Sales Conversation (IC) #3:Delivery (Supplier) #4: Ongoing Keyword Discovery (IC) #5: Reporting (Supplier & IC)
    5. 5. Let’s Talk About Backlinks 1. What are backlinks? 2. Do backlinks still matter? If so, why and how? 3. Anchors Away 4. Types of backlinks – Got em, Got em, Need em, Got em 5. Beware the Deadly Penguin 6. Cleaning out Your Closet 7. Finding what You Need 8. Good Content = Good Backlinks 9. What should you link to? 10. Backlink reporting? 11. Questions?
    6. 6. What are backlinks? Backlinks or inbound links are any links to your website or your client’s website from third party domains. Solicited or otherwise. Image courtesty content/uploads/2013/05/backlinking-org.jpg
    7. 7. In a word…Yes. Backlinks help to validate a website’s existence and establish its authority. But they admittedly may not matter as much as they used to and you should certainly be careful about how you procure them. Do backlinks still matter?
    8. 8. Anchors Away Anchor Text are the words through, which backlinks are directed. Google pays attention to anchor text in relation to the pages to, which the links are pointed. The same is true of anchor text used for internal website links. Anchor text should be keyword rich and varied. e.g. Barrie condos, condos for sale in Barrie, Barrie condominiums
    9. 9. Got Em, Got Em, Need Em, Got Em Backlinks ya got. Backlinks ya need. Followed Backlinks – SEO and referral value Non-Followed Backlinks – Referral value only Types of Backlinks
    10. 10. Identifying your existing backlinks can be a tricky business and there is no definitive source: - gShift - Blekko - MOZ (formerly SEOMoz) - Google Analytics referral data - Download as a CSV file - Verified backlinks (coming soon) - Google Webmaster Tools - Bing Webmaster Tools Seeing What Ya Got
    11. 11. Beware the Deadly Penguin Penguin 1.0 – April 24, 2012 Penguin 2.0 – May 22, 2013 Image courtesy of
    12. 12. London | 20–24 Feb, 2012 | #seslondon Cleaning out Your Closet • Identify potentially damaging backlink sources • Make every effort to have the offending backlinks removed by contacting the site owner directly • If no response is received or backlinks are not removed within a reasonable amount of time consider using the Disavow Tool in Google Webmaster Tools • Request removal of single URLs or entire domains
    13. 13. Finding What You Need Organic backlink research • Look for relevance, reputation and authority • Start with the SERPs – gShift Top 50 • Competitors backlinks in gShift • Industry sources • Local sources • Syndicated Press Releases (e.g. • Varied Domains and Anchor Text
    14. 14. Optimized Content Marketing = SEO Create and distribute/socialize value-added content people want to read, like, share & link to. Best Link Building for Local SEO: None Inorganic versus Organic Backlinking Strategies: Getting Back to Basics Good Content Leads to Good Backlinks
    15. 15. What Should You Link To? • The most relevant pages in relation to your anchor text / keywords. • Support pages with position / momentum. • Cross link between pages via anchor text.
    16. 16. • Record backlink creation as activities • Upload a CSV of backlinks from other data providers (Google, MOZ) • Validate backlinks as you create them (coming soon) • Report monthly or quarterly backlink growth in Comparative SEO Report Backlink Reporting in gShift
    17. 17. Thank You @Jriddall +Jriddall