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The Link Landscape Today: Link Building vs. Content Strategies

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The Link Landscape Today: Link Building vs. Content Strategies

  1. 1. LINK LANDSCAPE TODAY
  2. 2. AGENDA Why do they matter? Linkbuilding: Old school vs. New School Don’t think about the link!
  3. 3. WHY DO THEY MATTER?Assist in Indexing Indicates Authority Anchor Text (i.e. Reputation) Most Powerful Ranking Factor
  4. 4. INDEXINGMore indexed pages mean betterperformance within search enginesand more trafficLinks mean your content is important,so more pages will be indexed Assume you regularly add pages Non-indexed pages ‘don’t exist’ Site: command in Google Webmaster Tools
  5. 5. INDEXING Content Strategy vs. Link Building If you have valuable content that is not getting indexed, it’s useless Find a balance! Valuable content ought to generate links on its own (but this isn’t always the case)
  6. 6. AUTHORITYNumerous websites on the Internet,which ones should rank?Google used PageRank (PR) as a pre-sorting mechanismMore authority (from links), betterchance to rank in search results
  7. 7. ANCHOR TEXTOnce you have authority, anchor textbuilds your reputation (i.e. what isyour website about)Before Penguin vs. After PenguinWhat is your website about and whatyou should rank for? Anchor text Website’s content in relation to link
  8. 8. MOST POWERFUL RANKING FACTORSearch engines need to gauge theimportance of your website (i.e.authority, PageRank, etc.)Authority flows down to pages (eachpage has its own measure ofauthority)New debate: Link Building vs. ContentStrategy (Must have a balance)
  9. 9. MOST POWERFUL RANKING FACTOR Right now, links User behavior Social signals Feedback & reviews Personalized search
  10. 10. TRADITIONAL LINK BUILDING Find Links Link Outreach Linkbait
  11. 11. TRADITIONAL LINK BUILDING Manual link building takes a lot of work and a lot of time!
  12. 12. LINKING SCHEMES
  13. 13. LINKING SCHEMES
  14. 14. LINKING SCHEMES
  15. 15. BEWARE OF LINKING SCHEMES
  16. 16. LINK BUILDING VS. CONTENT STRATEGY Takes a lot of time & effort
  17. 17. NEGATIVE CONSEQUENCES Use No-Follow for paid links De-indexing of your website Search engine rankings drop Never know what really works
  18. 18. CONTENT CREATIONBest long term solutionMost cost-effectiveWithstands algorithm changesValuable content leads to linksMulti-channel marketingAdding value to the webBuild authority & trust
  19. 19. STOP OBSESSING OVER LINKS! Value First Marketing
  20. 20. STOP OBSESSING OVER LINKS! Relationship Marketing
  21. 21. SUMMARY Why do they matter? Linkbuilding: Old school vs. New School Don’t think about the link!

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