Link building - What Is It Good For?

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My presentation for the Distilled Meetup, Feb 2012, focusing on the wider considerations of link building and traffic generation.

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Link building - What Is It Good For?

  1. 1. Link BuildingWhat is it good for?March 2012 Annabel Hodges - @searchpanda
  2. 2. (Huh)
  3. 3. Ok I lied! But…• Are we getting the right kinds of links?• Should we always be focusing on links?• How and where should we be focusing our efforts?(And I did get that song in your head, right?)
  4. 4. Interval… who am I anyway?• I work at OMD• I now work almost exclusively on large brands and multinational sites but come from a small agency background• Budget often gets split between all types of marketing from above the line to PPC• And brands are often too restricted to have the freedom to experiment• This can make for interesting link building challenges
  5. 5. Build links but will they come? Ranking position Type of SERP Keyword research Conversion intention Link build Long-term link impact
  6. 6. Sometimes the products don’t dominate…
  7. 7. Or geography is more important than brand…
  8. 8. Rankings are not everything… Links are great. Number 1 position is awesome. High quality traffic is best.
  9. 9. Here’s a thought… • Send out free samples, don’t immediately request links – it’s PR not link building • Set up free ‘bloggers evening’ for top food blogs - it’s exposure not link building • Offer discounts/offers to those who contribute to updates of your product on review sites – it’s crowd sourcing not link building • Submit & optimise Google Places listing (works in conjunction with review sites) – it’s citations not link building
  10. 10. Build links but will they come? Ranking position Type of SERP Keyword research Conversion intention Link build Long-term link impact
  11. 11. High traffic doesn’t mean high conversion 1m searches/month in UK BUY? MAKE? SELL? READY MIX?
  12. 12. And let’s not forget…
  13. 13. But you can make the most of your conversion points
  14. 14. Here’s another thought…• Less can be more for both traffic and links. Setting niche achievable keyword targets could provide greater ROI than high traffic, high competition• Don’t abandon erroneous high ranking pages. They could bring in more than you expect.• Brand is usually more important than rank!
  15. 15. Build links but will they come? Ranking position Type of SERP Keyword research Conversion intention Link build Long-term link impact
  16. 16. Where can we get our links from?
  17. 17. Sometimes reality ain’t pretty
  18. 18. Copycat techniques are pretty obvious guys
  19. 19. Here’s a final thought… • It’s not hard to buy cheap, crappy links. • Paid for links may work in the short-term but will they damage your brand? • Lazy link building techniques will get found out. • Lazy link building/buying links won’t help build a brand. How about killing two birds with one stone?
  20. 20. Channel 4 Education Sites: A Case Study
  21. 21. Distributing the content far and wide
  22. 22. Building relationships and getting social
  23. 23. Building Resource Landing Pages for link building
  24. 24. Leads to SERPs domination for both students and teachers
  25. 25. Be less obvious
  26. 26. Give someone that warm and fuzzy feeling
  27. 27. Stay social
  28. 28. Play nice, link out “I wouldn’t recommend closing comments in an attempt to “hoard” your PageRank. In the same way that Google trusts sites less when they link to spammy sites or bad neighborhoods, parts of our system encourage links to good sites.” Matt Cutts
  29. 29. Questions?@searchpanda Annabel Hodges

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