The document discusses strategies for effective link building and content marketing. It recommends producing high-quality, shareable content like blog posts, case studies, and whitepapers. Content should be distributed through social media, article directories, guest blogging and more to attract natural backlinks. The document also warns against suspicious link building practices and encourages focusing link building efforts on relevant, authoritative sites.
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Digital marketing turton - 2
1. LINK BUILDING AND CONTENT MARKETING
for increased visibility AND SEO improvements!
2. (c) Jan Klin & Associates
Link Building Post Penguin
Don’t buy links
Don’t contract with link builders who use link farms
Don’t get involved in comment spam on blogs and
forums
Don’t build too many multiple links from the same
ownership sites
Don’t use the same ‘anchor’ text over and over again
Do see…
http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin-Best-Practic
3. Natural links are a by-product of
good content marketing…
Attracting links via your blog
Distributing press releases
Article distribution
News stories
Social media bookmarking sites
Content outreach – getting other sites to accept your helpful
content – eg ‘whitepapapers, how-to guides etc
Distributing posts to other blogs , guest blogging etc
4. (c) Jan Klin & Associates
How do we go about link building?
Start by building a spreadsheet in which to record
your target backlinks
5. Start populating the spreadsheet with the obvious
targets first from whom you can get a link
-NB 1 DA 50 link is worth more than 50 DA 10 links!
Customers
Suppliers
Other stakeholders
Organisation you have memberships with
Eg Chartered institute of marketing, FSB, chambers of commerce
Organisations you represent
Eg companies you distribute products for
Organisations you have accreditations with
Eg ISO
8. (c) Jan Klin & Associates
Check competitor links
Examine competitive links of
those at the top, use…
http://www.opensiteexplorer.org
Which ones can I go for? – not
all will be available
Start building your spreadsheet
with your link targets in
9. (c) Jan Klin & Associates
www.Theworks.co.uk
- gaining links form authority blogs
- 5 free books sent to book bloggers every
month
- Books reviewed and links given to
TheWorks from high authority blogs
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Bluegroup Case Study
-International company engaged in producing
and selling marketing analytics software
-Using a 3 stage approach to develop their
domain authority
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Objective – to increase DA from 33 to 45 over 1 year
12. Off page SEO – the process
Produce a plan based on…
Link building 1
-’low hanging fruit’
Link building 2
Competitive analysis
Content Marketing
13. Link Building 1
Produce a plan which includes….
Relevant directories
General and industry specific
Customers, suppliers, stakeholders
Industry bodies – eg CIM, IDM
Partners
And others
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Link Building 2
Using keyword search to identify top
competitors
Can any be approached
for links?
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Link Building 2
Using keyword search to identify top
competitors
Analyse their links for
good targets
16. What would represent good content for
Bluegroup?
Whitepapers
Case studies
Blogposts
Say one per week focussed on personas/industry sectors?
Spin out via own Social Media and to a wider external
audience - via Twitter, FB, G+, LinkedIn
Will generate visibility directly will also generate
backlinks
17. (c) Jan Klin & Associates
http://info.bluegroupinc.com/bluesheep-blog
1 good quality blogpost
produced per month
Ditsributed via Twitter, FB,
G+, LinkedIn
Distributed to relevant
industry blogs
19. (c) Jan Klin & Associates
http://info.bluegroupinc.com/bluesheep-downloadable
Downloadable whitepapers
produced monthly
Distributed via all social
media , AND…
Monthly email to contact
database
21. (c) Jan Klin & Associates
Other content marketing….
Regular weekly tweets
Regular YouTube
presenations/lessons – 1
per month
Quarterly webinars
22. Off-page SEO collaboration
We produced a plan and executed it with them on a
month by month basis
Researching then building
Link building and content marketing
Splitting the workload between us
2 days per month over 12 months
23. Other Important points about Back Links
Make them relevant- very important!!!
A link from a tourism directory is more important than an engineering company if you are a B&B
The more authoritative the site linking to you the better
Getting a link from the BBC site is more important than from the local butcher’s site
Google PageRank or DA is a good indicator
Structure the link properly using ‘anchor text’ (see later!)
Google Bombing’
EG George Bush – ‘miserable failure’ in anchor text
EG –<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
24. (c) Jan Klin & Associates 2012
http://www.opensiteexplorer.org – to check your
links
27. (c) Jan Klin & Associates
A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/
Blogs every day
Auto linked with Social media – FB,
YouTube etc
Posts also distributed to article sites
and other relevant sites (1700+)
Over 50% of web traffic attributable
to blog
Keyphrase list for main phrases and
‘longtail’ used
29. (c) Jan Klin & Associates
www.thomassmithfasteners.com/blog/
www.thomassmithfasteners.com
Produce blogposts on a
regular basis and distribute
via Facebook, Twitter etc
Revisit ‘interesting’ blog posts,
re-generate the copywriting
then re-distribute to relevant
blogs
Eg racing car blogpost to racing blogs
35. The essence of a good content marketing plan
Regular good quality blogging
Use of social media to distribute – particularly
Facebook and Twitter
Discipline to apply resources on a regular basis
36. (c) Jan Klin & Associates
Make your content shareabale
Produce high quality
content – for example an
really interesting blog
article
Ensure it easily
shareabale
Amount of sharing is an
increasingly important
ranking factor
Also provide good quality
content for other sites
and blogs