The document discusses 5 link building fundamentals: 1) Have a plan, including understanding your SEO history, industry, consumers and developing a strategy. 2) Put people first by creating relevant content. 3) Focus on quality over quantity for nitty gritty SEO. 4) Stay active to sustain success through blog engagement. 5) Don't overdo it with links to avoid penalties through diversification and natural anchor text. Questions can be asked on Twitter with #SEOwebinar.

1. Implement These 10
SEO Tips, You Must
Part 2
5 Link Building
Strategy Essentials

2. Comments & Questions During Webinar
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• Twitter – Tweet @SEOcom
• Use #SEOwebinar hashtag
• We are recording today’s webinar
• Slides will be online tomorrow
• Recording early next week
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3. About SEO.com
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4. Kristy NG
SEO Manager
http://www.linkedin.com/in/kristyng

5. Link Building Strategy
5 Fundamentals
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6. 5 Link Building Fundamentals
1. Have a Plan You Must
2. Put People First You Should
3. Nitty Gritty SEO… Yes
4. Stay Active You Must
5. Overdo It You Must Not
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7. 1. Have a Plan You Must

8. Have A Plan: Know Your Link Portfolio
• SEO History
• Backlink Attributes
– Branded vs. Non-Branded
– Diverse Domains
– Anchor Text
– Quality vs. Quantity
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9. Have A Plan: Know Your Industry
• Industry blogs • Competition
– Thought leaders
• Forums
– Building relationships
• Q&A Sites
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10. Have A Plan: Know Your Consumer
Understand Purchase Behavior
Needs Information Evaluating Purchase Post
Awareness Search Alternatives Decision Purchase
– Length of purchase cycle
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11. Have A Plan: Know Your Consumer
• Social Networks
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12. Have A Plan: Know Your Consumer
• Pinterest Demographic
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13. Have A Plan: Know Your Consumer
• Google+ Demographic
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14. Have A Plan: Develop A Strategy
Set Goals
Understand
Your
Consumer
Research
Develop
Strategy
Implement
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15. 2. Put People First You Should

16. Put People First: Know Your Consumer
• How to reach your consumers
– Relevant blogs
– Social networks
• Types of content
– On vs. Off Your Site
• Videos
• Infographics
• Blog Posts
• Guides
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17. Put People First: Link Bait Types
• Infographics
• Instructographics
• Video
• Memes
• Ecards
• How To Guides
• Top Lists
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18. Put People First: Link Bait Goals
• Increased visibility
• Social shares
• Increased brand
awareness
• Increased traffic
• Increased conversions
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19. 3. Nitty Gritty SEO… Yes

20. Nitty Gritty SEO: Quality vs. Quantity
Quality
• Useful content (how to guides)
• Link bait (infographics, mini graphics, video)
• Links for users
• Time
• Creativity
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21. Nitty Gritty SEO: Relevance vs. Authority
• Relevance
– Use of anchor text
– Relevance of site vs. page
• Authority
– Use of branded
– Third party affiliations
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22. Nitty Gritty SEO: Follow vs. No Follow
PR 6
NO FOLLOW
PR 0 PR 2 PR 2 PR 2
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23. 4. Stay Active You Must

24. Stay Active: Reasons
• Sustaining success
• Increased visibility
• Industry changes
• Creativity
• Competition
• Trends
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25. Stay Active: Utilize Employees and Partners
• Employees
– Guest blogging
– Blog commenting
– Industry communities
• Partners/Sponsorships – credibility by
association
• Integration into company policies
– Training
– Ongoing link building
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26. Stay Active: Blog Engagement
• Build relationships
• Interact with readers
• Future opportunities
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27. Stay Active: Blog Posts
Things To Consider:
• Understand your industry
• Understand your target market
• Write great content
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28. 5. Overdo It You Must Not

29. Don’t Overdo It: Avoid Link Penalties
How To:
• Put people first
• Google’s terms and conditions
• Avoid site wide links
• Build your brand
• Diverse anchor text
• Credible links
• Useful links
• Diverse link portfolio
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30. Don’t Overdo It: Quality vs. Quantity
Quality – Long-term success
– Sharable/useful content
– Fall in line with goals
– Time
Quantity – Quick wins Quantity
– Ease of acquisition
– Attributes for ranking Quality
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31. Don’t Overdo It: Anchor Text
• What is natural?
– Branded SEO
Campaign
– Click here
Branded
– Website
•
General
Exact match
• Partial match Keyword
Specific
• Branded
• Content around links Successful Campaign
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32. Don’t Overdo It: Anchor Text
• Anchor Text Distribution
Walmart Sole Sports
21% 16%
Branded Branded
8% Generic 17% General
71% Keyword 67% Keyword
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33. Don’t Overdo It: Domains/IPs
• Diversification Increased Visibility & Value
6
5
4
Value
3
2
1
0
0 2 4 6 8
# Links Per Unique Domain
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34. Don’t Overdo It: Diversification
• Think about people
• High and low quality
• Different types of link
building
• Be genuine
• Google algorithm changes
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35. Questions?

36. Thank You
Kristy NG
SEO Manager
http://www.linkedin.com/in/kristyng
Connect with SEO.com
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http://www.facebook.com/seocom
http://www.linkedin.com/company/seo.com

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