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Goldenberg Gab SphinnCon The Difference Is Repeatability


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SphinnCon 2010 presentation on link building via guest posts and how to manage and research the project successfully. Deals with the relationships towards clients, writers and yourself.

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Goldenberg Gab SphinnCon The Difference Is Repeatability

  1. 1. The Difference Is Repeatability (SEO Title): 4 Practical Tips From My Link Building Sob Stories Gab Goldenberg – SEO ROI Services
  2. 2. My First Time … (Link Building)
  3. 3. My First Time … (Link Building)
  4. 4. Why I Hated It <ul><li>Link begging: </li></ul><ul><ul><li>Frequently ignored </li></ul></ul><ul><ul><li>Often rejected </li></ul></ul><ul><ul><li>Boring and repetitive </li></ul></ul><ul><ul><li>Doesn’t scale – expensive time investment </li></ul></ul>
  5. 5. Link Building Principles: Repeatability <ul><li>Relationships = multiple links over time </li></ul><ul><li>Relationships = friends respond to friends </li></ul><ul><li>Relationships = reciprocity (NOT trading) </li></ul><ul><li>Relationships = coming to live and study in Jerusalem from Canada and being invited for drinks, Shabbat etc! (hi Gil & Rena, Branko! ;) ) </li></ul><ul><li>Zeh No’ach </li></ul>
  6. 6. Principles: Location <ul><li>In context vs sidebars/footers: </li></ul><ul><ul><li>Traffic vs being ignored </li></ul></ul><ul><ul><li>Ranking vs [sometimes] penalties if irrelevant </li></ul></ul>Drinks sponsored by Barry Schwartz’s Credit Card
  7. 7. Principles: Co-Citation <ul><li>Are you in “My Top 10 SEO Blogs” posts? </li></ul><ul><li>Or in “My Top 10,000 SEO Splogs.csv” ? </li></ul><ul><li>(Not a question of quantity – question of quality) </li></ul><ul><li>Tachlis: Are you trustworthy? </li></ul>
  8. 8. Principles: Page Relevance <ul><li>Jerusalem Post – Irrelevant to SEO </li></ul><ul><li>Jerusalem Post – “Sold Out SphinnCon 2010 Shows SEO Industry’s Growth In Israel” – Relevant page </li></ul><ul><li>Search Engine Land – Relevant to link building </li></ul><ul><li>Search Engine Land – “NY Times In Bankruptcy” – Irrelevant to link building </li></ul>
  9. 9. Link Factors Comparison By Source Directory Article Like Useless Says Nothing Article Dir. Mediocre N/A Low 2 nd context They control They control Comment Flags F.S. F.S. (0) Body Varies Relevant Directory Need ++, Nofollow? Variable Low - Medium 2 nd context Poor Mix Forum Sig Low Low ; variable Body Quality They control Hub Finder Deeplinks High Medium + Body You control You control Guest Post Other Page Potential Human Interest Location Co-Citation Page Title
  10. 10. Guest Posting Stories <ul><li>Blogs? What blogs? </li></ul><ul><li>Fail: Refund </li></ul><ul><li> Get a research deposit first </li></ul>
  11. 11. Guest Posting Stories <ul><li>Me build links good. Google say votes are links, winner you election. </li></ul><ul><li>Result: Find a pro, pay more, cut margins </li></ul><ul><li> Research = Find blogs AND bloggers </li></ul>
  12. 12. Guest Posting Stories <ul><li>Great writer </li></ul><ul><li>Big previous publications </li></ul><ul><li>Great blogs to guest-post </li></ul><ul><li>Win, right? </li></ul><ul><li>Writer, editors MIA </li></ul>
  13. 13. Guest Posting Stories <ul><li>Get extra blogs and bloggers </li></ul><ul><li>Motivate bloggers to follow up w/ editors </li></ul><ul><ul><li>Share risk/reward of (non-)publication </li></ul></ul><ul><ul><li>Money reward? </li></ul></ul><ul><ul><li>Split payment before/after? </li></ul></ul>
  14. 14. Guest Posting Stories <ul><li>Online URL reporting </li></ul><ul><ul><li>For bloggers to get paid </li></ul></ul><ul><ul><li>For clients to check status </li></ul></ul><ul><ul><li>For my sanity </li></ul></ul>
  15. 15. The Difference Is Repeatability <ul><li>Blog posts - repeatable, high quality links </li></ul><ul><ul><li>Relationships make it pleasant </li></ul></ul><ul><ul><li>In body </li></ul></ul><ul><ul><li>Page title and text is relevant </li></ul></ul><ul><ul><li>Positive co-citation </li></ul></ul>
  16. 16. The Difference Is Repeatability <ul><li>Blog posting requires: </li></ul><ul><ul><li>Research to find blogs </li></ul></ul><ul><ul><li>Research to find bloggers </li></ul></ul><ul><ul><li>Extra blogs and bloggers </li></ul></ul><ul><ul><li>Bloggers motivated to publish </li></ul></ul><ul><ul><li>Online project management / reporting </li></ul></ul>
  17. 17. SEO + Usability: SEO ROI Services <ul><li>[email_address] </li></ul><ul><li>052-618-6921 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><ul><li>/downloads/SphinnCon </li></ul></ul>