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Similar to How To Build Links To Product Pages Without Looking Like A Spammer | BrightonSEO 2020
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How To Build Links To Product Pages Without Looking Like A Spammer | BrightonSEO 2020
- 2. How To Build Links To Product Pages Without Looking Like A Spammer
- 3. ● Laura Slingo ● Senior Campaign Manager ● Link building + SEO 5 years ● Writer + editor 10+ years ● Obsessed with building links and brands ● More organised than Monica Gellar ● @lauraslingo @LauraSlingo seeker.digital/link-building-checklist About me
- 4. Link building is hard. @LauraSlingo seeker.digital/link-building-checklist
- 5. Link building to product pages is the hardest. @LauraSlingo seeker.digital/link-building-checklist
- 6. Fact: Nobody wants to link to your product pages. @LauraSlingo seeker.digital/link-building-checklist
- 7. The pre-Penguin era: The wild west of webspam Links from questionable brokers Aggressive anchor text Directory submissions Profile links Reciprocal links @LauraSlingo seeker.digital/link-building-checklist
- 8. Matt Cutts on Google’s updates (2012): We look at it as something designed to tackle low-quality content. It started out with Panda, and then we noticed that there was still a lot of spam and Penguin was designed to tackle that. “ ” @LauraSlingo seeker.digital/link-building-checklist
- 9. MyBlogGuest and more @LauraSlingo seeker.digital/link-building-checklist
- 13. ● Google defines link schemes as being: “Any links intended to manipulate PageRank or a site's ranking in Google search results.” What are link schemes? @LauraSlingo seeker.digital/link-building-checklist
- 15. Link building dark ages @LauraSlingo seeker.digital/link-building-checklist
- 16. Where’s link building headed? @LauraSlingo seeker.digital/link-building-checklist
- 17. We’re the community that cares @LauraSlingo seeker.digital/link-building-checklist
- 18. Where science meets art Keep it natural Keep it honest Keep it data led Don’t be a prat @LauraSlingo seeker.digital/link-building-checklist
- 19. Break the mould Break the mould @LauraSlingo seeker.digital/link-building-checklist
- 20. Agenda ● Spammy error #1 – The link opportunity is toxic ☠ ● Spammy error #2 – No relevance or purpose between your page and the prospect 💔 ● Spammy error #3 – Your campaign isn’t data led 📉 ● Your final link building for product pages checklist 📔 @LauraSlingo seeker.digital/link-building-checklist
- 21. Break the mould Error 1 The link opportunity is toxic ☠ @LauraSlingo seeker.digital/link-building-checklist
- 22. Break the mould The (not so little) shop of link building horrors @LauraSlingo seeker.digital/link-building-checklist
- 26. Break the mould The result? @LauraSlingo seeker.digital/link-building-checklist
- 28. Break the mould And if we take a deeper look at this site... @LauraSlingo seeker.digital/link-building-checklist
- 31. A trip to the farm @LauraSlingo seeker.digital/link-building-checklist
- 32. Break the mould Check visual factors ✔ @LauraSlingo seeker.digital/link-building-checklist
- 33. ● Lots of guest author articles ● WordPress “square” tile design ● “Write for us” in the TLN ● Submissions forms ● Mentions of guest posts or payments ● Blog pages for a homepage ● No real purpose – a “catch all” site ● Affiliate widgets ● Inconsistent formatting ● No custom favicon ● Lack of EAT signals Visual factors to look out for @LauraSlingo seeker.digital/link-building-checklist
- 34. Break the mould Okay, but what about site metrics? @LauraSlingo seeker.digital/link-building-checklist
- 37. Break the mould What else can we check? @LauraSlingo seeker.digital/link-building-checklist
- 38. Break the mould Outgoing links @LauraSlingo seeker.digital/link-building-checklist
- 41. Break the mould Top keywords @LauraSlingo seeker.digital/link-building-checklist
- 43. Break the mould YUCK @LauraSlingo seeker.digital/link-building-checklist
- 45. Break the mould But there’s hope @LauraSlingo seeker.digital/link-building-checklist
- 46. Break the mould Quality checks & site suitability guidelines @LauraSlingo seeker.digital/link-building-checklist
- 47. Here’s a handy download @LauraSlingo seeker.digital/link-building-checklist seeker.digital/link-building-checklist
- 49. Break the mould Error 2 No relevance or purpose between your page and the prospect 💔 @LauraSlingo seeker.digital/link-building-checklist
- 50. Break the mould Link building shouldn’t look like link building – it should be adding value @LauraSlingo seeker.digital/link-building-checklist
- 51. ...when a topical cluster associated with the source document is related to a topical cluster associated with the target document, the link has a higher probability of being selected than when the topical cluster associated with the source document is unrelated to the topical cluster associated with the target document. “ ”@LauraSlingo seeker.digital/link-building-checklist
- 52. Break the mould A links purpose in life is to be clicked @LauraSlingo seeker.digital/link-building-checklist
- 56. Break the mould What topics and link building tactics are relevant for product pages? @LauraSlingo seeker.digital/link-building-checklist
- 57. Tools DownloadsRelationshipsData What are linkable assets? They are tools and tactics that will earn you a link or coverage Creative assets Blogs @LauraSlingo seeker.digital/link-building-checklist
- 58. Linkable asset analysis Work out what earns links and what could earn you links if it doesn’t already Competitor sites Your site SERP competitor sites @LauraSlingo seeker.digital/link-building-checklist
- 59. Break the mould Video marketing @LauraSlingo seeker.digital/link-building-checklist
- 60. Hubspot study: 54% of consumers want to see more video content from brands and businesses they support. “ ” @LauraSlingo seeker.digital/link-building-checklist
- 64. Break the mould Leveraging or creating extreme products @LauraSlingo seeker.digital/link-building-checklist
- 65. Mini-break with Alpacas, anyone? @LauraSlingo seeker.digital/link-building-checklist
- 66. Who wouldn’t be keen? @LauraSlingo seeker.digital/link-building-checklist
- 68. Break the mould Creating an on-trend story @LauraSlingo seeker.digital/link-building-checklist
- 70. Break the mould But we love a challenge 💜 @LauraSlingo seeker.digital/link-building-checklist
- 71. Break the mould COVID-19 @LauraSlingo seeker.digital/link-building-checklist
- 74. Break the mould Before you start link building to product pages... @LauraSlingo seeker.digital/link-building-checklist
- 75. Break the mould Error 3 Your strategy isn’t data led 📉 @LauraSlingo seeker.digital/link-building-checklist
- 76. Break the mould Not every link carries the same weight @LauraSlingo seeker.digital/link-building-checklist
- 77. Break the mould You could go horribly wrong @LauraSlingo seeker.digital/link-building-checklist
- 78. Break the mould With link building, the science has to meet the art @LauraSlingo seeker.digital/link-building-checklist
- 79. Break the mould How to create a link building strategy @LauraSlingo seeker.digital/link-building-checklist
- 81. 1. Backlink profile audit @LauraSlingo seeker.digital/link-building-checklist
- 82. ● Backlink and referring domains A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
- 84. ● Backlink and referring domains ● Acquisition of backlinks over time A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
- 85. <<< RDs for the whole domain RDs for the live chat product URL >>> @LauraSlingo seeker.digital/link-building-checklist
- 86. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
- 88. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph ● Links from “spammy” CTLDs A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
- 90. ● Backlink and referring domains ● Acquisition of backlinks over time ● Weird or alarming spikes in the referring domains or organic keywords graph ● Links from “spammy” CTLDs ● Backlinks to the product page A high-level overview of your backlink profile @LauraSlingo seeker.digital/link-building-checklist
- 92. Break the mould Link deficit analysis @LauraSlingo seeker.digital/link-building-checklist
- 97. Break the mould Anchor ratio analysis @LauraSlingo seeker.digital/link-building-checklist
- 98. ● Exact match ● Partial match ● Partial match + branded ● Branded ● URL ● Generic This is how I categorise them: @LauraSlingo seeker.digital/link-building-checklist
- 103. Break the mould QA guidelines for prospecting @LauraSlingo seeker.digital/link-building-checklist
- 104. ● Target pages: ○ Homepage: https://www.jivochat.co.uk/ ○ Product page: https://www.jivochat.co.uk/features/ ○ EAT pages: https://www.jivochat.co.uk/about/, https://www.jivochat.co.uk/contacts/, https://www.jivochat.com/help/functions/enable-gdpr.html ● Anchors: ○ Homepage: Branded ○ Product page: Branded (50%), Generic (20%), URL (10%), Partial match + branded (20%) ○ EAT pages: Branded ● Monthly velocity guidelines for first 3 months: ○ Homepage: 70% of links ○ Product page: 20% ○ EAT pages: 10% ● Prospect site parameters: ○ DR 25+ ○ TF 15+ ○ Organic traffic 1,000+ monthly from Western regions ○ Tech, sales and marketing sites only ○ Legitimate sites only ○ The ratio of low-traffic sites to high traffic should not be more than 20% per month ● Link building tactics: ○ Foundational links + citations campaign ○ Editorial campaign based on competitor backlinks ○ Discover and update campaign @LauraSlingo seeker.digital/link-building-checklist
- 105. Break the mould Putting it all together @LauraSlingo seeker.digital/link-building-checklist
- 106. Break the mould A bad example @LauraSlingo seeker.digital/link-building-checklist
- 107. The prospect site @LauraSlingo seeker.digital/link-building-checklist
- 109. The target page @LauraSlingo seeker.digital/link-building-checklist
- 110. The end result @LauraSlingo seeker.digital/link-building-checklist
- 112. Break the mould A good example @LauraSlingo seeker.digital/link-building-checklist
- 113. The prospect site @LauraSlingo seeker.digital/link-building-checklist
- 114. The target page @LauraSlingo seeker.digital/link-building-checklist
- 115. The end result @LauraSlingo seeker.digital/link-building-checklist
- 116. Your final checklist ✔ ● The “link builders eye” stuff ○ Familiarise yourself with what toxic website looks like ○ Conduct a linkable asset audit to ensure relevance and value ● The technical stuff ○ Understand your own backlink profile (backlink audit) ○ Check what your link building velocity should be (backlink acquisition audit) ○ Check how many links you need (link deficit analysis) ○ Check you have enough sitewide authority to get your page to rank (DR gap analysis) ○ Check your anchor text ratio is in line with industry standard/your competitors (anchor text ratio analysis) ○ Set up your quality assurance guidelines for prospecting ● The creative stuff ○ What’s your brand or product’s story? ○ What’s trending and relevant? ○ What tactics can you use to land links? ○ What link opportunities are out there for your linkable assets? @LauraSlingo seeker.digital/link-building-checklist