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Link Building in a Post-Penguin World

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My presentation from SES London - what does a link building strategy look like in 2013?

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Link Building in a Post-Penguin World

  1. 1. Links were naturally earned & humanly curated
  2. 2. Then this came along…
  3. 3. Also known as…
  4. 4. Quickly followed by this....
  5. 5. And eventually this!
  6. 6. Which caused a few headaches…
  7. 7. Started a few long-overdue clean-ups!
  8. 8. And launched lots of different theories...
  9. 9. The Google Gap is closingImage source: http://www.searchcowboys.com/
  10. 10. Essentially Penguin is the ‘cousin’ of Panda… Panda identifies thin/weak content and penalises you for publishing itPenguin penalises you for thin/weakcontent which links to you
  11. 11. Phase 1: Demote sites with more content ranking than their reputation has earned http://uk.blueglass.com/blog/content-auditing/
  12. 12. Pages that have no activity/links/comments/shares are there to manipulate Google’s algorithm
  13. 13. Phase 2: Anchor Text Over-Optimisation Penalitieswww.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/
  14. 14. Google in 2013 has more data/signals than ever (and they’re using them...)
  15. 15. Google Chrome is #1 Browser in the World http://mashable.com/2012/05/21/chrome-is-tops/
  16. 16. Google Analytics Has Dominant Market Share http://w3techs.com/technologies/overview/traffic_analysis/all
  17. 17. Google Reader + FeedBurner = blog data
  18. 18. Google+ is verification network for authors
  19. 19. This means Google essentially knowswhere, why, who & when content is searched for
  20. 20. WHO links to you could be more important than WHERE it’s from http://www.recommendedusers.com/authors-writers/
  21. 21. But don’t give up on links just yet!
  22. 22. 1) Re-think your metrics of site quality 1. Traffic 2. RSS Subscribers 3. Bounce Rate 4. Average no of links per post 5. Average no of social shares/comments 6. What Would Matt Cutts Do?
  23. 23. 2) Analyse if/when you’ve been hit http://www.panguintool.com/
  24. 24. 3) Download all of your links
  25. 25. 4) Analyse your anchor text distribution %
  26. 26. 5) Analyse link volume vs. referring traffic
  27. 27. 6) Analyse topical relevancy of links
  28. 28. 7) Compare it against your competitors!
  29. 29. 8) Find out what a #1 site profilelooks like in your industry & replicate it Source: www.linkdetective.com
  30. 30. 9) Consider removing/disavowing links which don’t match your target profile
  31. 31. 10) Create a scalable content strategy to focus on quality production & outreachContent types include: – Infographics – Infograms – In-Depth Articles/Blog Posts – Videos – Kinetic Typography – Interactive Infographics – HTML5 content – Quizzes – Microsites/Communities – Events
  32. 32. 11) Focus on audience & topical relevancy to build a natural & defensible profile

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