Proactive Link Building Tactics - PubCon Vegas 2012
1. Proactive Link Building Tactics
What Works & What Doesn’t in a Post-Penguin World
Image Source: http://activeden.net/forums/thread/the-secret-behind-the-featured-files/36818?page=5
Presented by: David Wallace
CEO/Founder - SearchRank
2. Why the Penguins?
What the Hell Do “Penguins” Have To Do With Link Building?
Google Penguin is a code name for a Google algorithm update that was first
announced on April 24, 2012. The update is aimed at decreasing search engine
rankings of websites that violate Google’s Webmaster Guidelines by using black-hat
SEO techniques, such as keyword stuffing, cloaking, participating in link schemes,
deliberate creation of duplicate content, and others.
or in Layman’s Terms…
3. It’s Another Google Assault on SEOs!
Image Source: http://perbear42.deviantart.com/art/Penguin-army-195784808
4. What No Longer Works
Pre-Penguin Link Building
• Paid Links
• Sponsored Blog Reviews
• Article Marketing
• Comments (did they ever work at all)
Paid Links & Sponsored Blog Reviews
may still be somewhat effective but
PROCEED WITH CAUTION!
5. What Does Work?
Post-Penguin Link Building
• Social Media
• Content Marketing
Is That All? Are We Really Down To Just 2 Tactics?
Not Really! There are still a variety of ways to “earn” links.
In fact “101 Ways To Link Build in 2012” is a great resource.
8. Links With Social Media
Using Social Media Profiles To Build Links
• Set up as many social media profiles as you can
• Fill in all information (i.e. real name, URL, location, bio, etc.)
• Upload an avatar
• Post/publish content where applicable
• Get profile URLs indexed
“The Ultimate Social Media Profile Chart”
11. Content Marketing - Types
• Resourceful Posts (Top 10s, How-Tos, etc.)
• Guest Posts
• Memes (Ego Bait)
• White Papers
• Infographics !!!
Image Source: Warner Brothers
12. Infographic Marketing 101
• Share on Facebook; consider utilizing Facebook Ads or Promote option under post.
• Share on Twitter; consider utilizing Sponsored Tweets.
• Submit good content to StumbleUpon. Use Paid Discovery to draw more attention.
• Post to your Pinterest, Tumblr & visualize.us accounts. Link back to original.
• Send an optimized press release via online PR sites such as MarketWire & PRWeb.
• Utilize dozens of bookmarking sites including Infographic archives (next slide).
• Reach out to “like-minded” bloggers to see if they will re-post your infographic.
• Utilize “guest blogger” opportunities to re-post your infographics on prominent sites.
• Having a large network of followers (influential status) will help promotion efforts.
• If you lack influence, it might be wise to hire someone who does to share content.
• Include an “Embed This Code!” (http://infographicjournal.com/embed-code-generator/)
14. Case Study - Barcodes
• Originally published in April 2012
• Over 1,400 Stumbles
• Over 100 Tweets; 100 Google+
• Over 900 inbound links to date
• Ranks # 3 for “how barcode scanners work”
15. Key Takeaways
• Marketing is war! Take proactive steps to avoid penalties from
algorithmic updates such as Penguin, Panda and whatever other poor
black and white animals will be used to name future updates.
• Many link building strategies that used to work no longer do! If you
are going to continue to use these, do so with much caution and
understand the risks.
• While there are still many ways to build/earn links and social signals,
social media sites and a good content marketing strategy is one of the
most proactive ways to accomplish this task.
• Just because you publish good content, doesn’t mean you are going to
see droves of traffic. Unless you are a Mashable, strategic promotion
is a must!
16. Flying for Penguins Is Not Easy.
Neither Is Link Building!
Oh Shit! I forgot that I can’t fly!
17. Be Proactive! Don’t Let Penguins Rob You!
Note: None of the Penguins used in this presentation where harmed in any way.
18. Thank You!
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