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20 Content Rules to Keep Your Link Building Organic


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How do you keep the Google penalties away? Here are 20 tips to keep your link acquisition natural and content-driven.

This presentation was given at #SiGma igaming conference in Oct 2014.

Published in: Marketing

20 Content Rules to Keep Your Link Building Organic

  1. 1. 20 Content Rules to Keep Your Link Building Organic Kevin Gibbons Managing Director BlueGlass #sigma2014
  2. 2. 1 The Challenge
  3. 3. It’s no longer about manipulating the search engines “You should never know in advance a link is coming, or where it’s coming from” Duane Forrester, Bing
  4. 4. 20 Content Rules to Keep Link Building Natural
  5. 5. 1) Remove Any Suspect Links or Poor Performing Content You need to start with a solid baseline – that may mean reviewing your history of backlinks. If there’s anything suspect there, do a clean-up so that you can start fresh.
  6. 6. 2) Integrate Your Digital Team = Natural Footprint The best results come from a centralised content strategy. This allows you to produce great content and promote it from all angles to a wider audience - creating a natural footprint that isn’t just focused on links. Content Strategy Digital PR and Social Promotion Content Production Paid Amplification & Content Distribution Reporting and Insight
  7. 7. 3) Build Your Audience & Give Them a Reason to Come Back
  8. 8. 4) Build Data Driven Brand Assets
  9. 9. 5) Give Exclusive Content
  10. 10. 6) Make it Win Win This is how much traffic we generated from content placed on Mashable! For Mashable: Traffic = Impressions = Cash Give them the best content you can and they won’t be able to wait until you come back!
  11. 11. 7) Build Human Engagement (Co-Citations are Natural)
  12. 12. 8) Avoid SEO Footprints - Check Anchor Text Distribution Keep it brand focused and natural. “Other anchor text” is under- rated, mix it up and have a natural link spread which links throughout your domain, not just to your homepage.
  13. 13. 9) Avoid Anything Paid/Guest/Sponsored
  14. 14. Also be sure to check your outbound links regularly and fix any broken links you may have. 10) Link Out to Other Influencers Naturally
  15. 15. 11) Aim for Good Topical Relevancy
  16. 16. 12) Promote for Local PR attention
  17. 17. 13) Create World Class Content to Justify the Placement
  18. 18. 14) Creativity Opens More Difficult Doors
  19. 19. 15) Published isn’t good enough - pitch to be the best!
  20. 20. 16) Target the Right Links, Not Volume What are the top publishers within your industry? Target them, tailor your approach specifically and don’t worry about the rest!
  21. 21. 17) Big link spikes are only natural if it’s PR - leverage it!
  22. 22. To create the best content, you need the best ideas! Do you research on what top content within your sector looks like, and get brainstorming. Get away from your screen, go for a walk – just make sure you take a pen! 18) What type of content ranks, gets shares & attracts links
  23. 23. 19) Hire the best in your industry
  24. 24. 20) If all else fails, ask WWMCD? (what would Matt Cutts do)
  25. 25. 4 Next Step - Get Started!
  26. 26. Kevin Gibbons Managing Director, BlueGlass @kevgibbo Thank You for Listening! BlueGlass is changing the digital marketing agency space by combining content, search and conversion with a special emphasis on data driven metrics. Learn more about how we do things differently...