Backlinking Best Practices


Published on

Evaluating, organizing and building relevant, value-added backlinks by leveraging gShift Labs in the shadow of Google's Penguin.

Published in: Technology, Design
  • Be the first to comment

Backlinking Best Practices

  1. 1. London | 20–24 Feb, 2012 | #seslondonJeff RiddallClient Success ManagergShift Labs@Jriddall+JriddallBacklinking 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 forSEO– Vision: “To change the way people think aboutand perform organic search optimization.”• 17 employees - 100s & 100s & 100s ofcustomers - 20 countriesgShift Company Overview
  3. 3. All your SEO Data in One PlaceAll your SEO Data in One Place
  4. 4. gShift in the WSI WorldProspect/ClientData in gShift#1: LeadGeneration(IC)#2: SalesConversation(IC)#3:Delivery(Supplier)#4: OngoingKeywordDiscovery (IC)#5: Reporting(Supplier &IC)
  5. 5. Let’s Talk About Backlinks1. What are backlinks?2. Do backlinks still matter? If so, why and how?3. Anchors Away4. Types of backlinks – Got em, Got em, Need em, Got em5. Beware the Deadly Penguin6. Cleaning out Your Closet7. Finding what You Need8. Good Content = Good Backlinks9. What should you link to?10. Backlink reporting?11. Questions?
  6. 6. What are backlinks?Backlinks or inbound links are any links to yourwebsite or your client’s website from third partydomains.Solicited or otherwise.Image courtesty
  7. 7. In a word…Yes.Backlinks help to validate a website’s existenceand establish its authority.But they admittedly may not matter as much asthey used to and you should certainly be carefulabout how you procure them.Do backlinks still matter?
  8. 8. Anchors AwayAnchor Text are the words through, whichbacklinks are directed. Google pays attention toanchor text in relation to the pages to, which thelinks are pointed.The same is true of anchor text used for internalwebsite links.Anchor text should be keyword rich and varied.e.g. Barrie condos, condos for sale in Barrie, Barriecondominiums
  9. 9. Got Em, Got Em, Need Em, Got EmBacklinks ya got.Backlinks ya need.Followed Backlinks – SEO and referral valueNon-Followed Backlinks – Referral value onlyTypes of Backlinks
  10. 10. Identifying your existing backlinks can be a tricky business and there isno 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 ToolsSeeing What Ya Got
  11. 11. Beware the Deadly PenguinPenguin 1.0 – April 24, 2012Penguin 2.0 – May 22, 2013Image courtesy of
  12. 12. London | 20–24 Feb, 2012 | #seslondonCleaning out Your Closet• Identify potentially damaging backlink sources• Make every effort to have the offending backlinks removed bycontacting the site owner directly• If no response is received or backlinks are not removed within areasonable amount of time consider using the Disavow Tool inGoogle Webmaster Tools• Request removal of single URLs or entire domains
  13. 13. Finding What You NeedOrganic 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 = SEOCreate and distribute/socialize value-added contentpeople want to read, like, share & link to.Best Link Building for Local SEO: NoneInorganic versus Organic Backlinking Strategies: GettingBack to BasicsGood Content Leads to Good Backlinks
  15. 15. What Should You Link To?• The most relevant pages in relation to youranchor 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 dataproviders (Google, MOZ)• Validate backlinks as you create them (comingsoon)• Report monthly or quarterly backlink growthin Comparative SEO ReportBacklink Reporting in gShift
  17. 17. Thank