This document provides information about Ajax Union, a marketing company, and discusses link building strategies in a post-Penguin world. It introduces Ajax Union and its services, then discusses Google's Penguin algorithm update and emphasizes building quality, natural links from authoritative sources. It provides several specific link building techniques such as finding influencers, guest blogging, creating linkbait content, and monitoring competitors. It also covers troubleshooting poor rankings and changing one's SEO vocabulary.

1. Find out more about Ajax Union:
www.AjaxUnion.com
Follow Us On Twitter:
twitter.com/ajaxunion
Like On Facebook:
www.facebook.com/ajaxunion
Connect On Linkedin:
www.linkedin.com/companies/ajax-union
Call Ajax Union:
800-594-0444

2. Sarah Mogin – VP of Marketing
Follow Sarah on Twitter:
@SarahMogin
Friend Sarah on Facebook:
facebook.com/Sarah.Mogin
Connect With Sarah on Linkedin:
linkedin.com/in/SarahMogin

3. Linkbuilding in a Post-Penguin World
Find out more about Ajax Union's products at:
www.ajaxunion.com

4. Agenda
• What is Google Penguin?
• Find Your Keanu Moment
• Links in the Wild
• Linkbuilding Techniques
• Troubleshooting
• Change Your SEO Vocabulary
• Final Thoughts

5. What is Google Penguin?
Major algorithm update from April 2012 that
cracked down on unnatural links.
Unnatural Links: Paid, spammy, or unrelated links
leading to your website.

6. Finding Your Keanu Moment
We have two options:
• Memorize the current best practices
and follow them blindly
• Learn how Google thinks to rank well
now and in the future
Remember: Google wants to provide users with
the best possible search results.

7. Finding Your Keanu Moment
What matters:
• Site quality
• Industry authority
• Outside endorsements
SEO is not supposed to be easy.
Remember: Google wants to provide users with
the best possible search results.

8. Links in the Wild
With Penguin, it’s important to vary
your anchor text so that it appears
natural to Google.
How Links Work
• HTML Code: <a
href=“http://www.yoursite.com”>Anchor
Text</a>
• How It Looks: Anchor Text

9. Exact Match Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Gucci
Sunglasses</a>
Gucci Sunglasses
Exact match links used to be the core of SEO, but now
too many will appear unnatural to Google.

10. Latent Semantic Indexing (LSI)
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Gucci
Shades</a>
Gucci Shades
LSI links show a natural diversity in anchor text.
discount Gucci sunglasses
Gucci sunglasses for sale
glasses by Gucci
Gucci glasses with rhinestones

11. Naked Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a
href=“http://www.JoesSunglasses.com”>JoesSun
glasses.com</a>
JoesSunglasses.com
Since naked links don’t contain keywords, they show
Google a more natural link profile.
Having keywords in the surrounding text will still
make these links valuable.

12. Junk Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Click
Here</a>
Click Here
Same as naked links, junk links appear natural and can
help you rank for keywords based on surrounding text.
Keep in mind, it’s not just about anchor text, it’s about
where the link is coming from!

13. Branded Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Joe’s
Sunglasses</a>
Joe’s Sunglasses
Like naked and junk links, branded links are natural
and awesome.

14. Summary
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

15. Linkbuilding Techniques
• Find Your Influencers
• Guest Blog
• Create Linkbait
• Stalk the Competition

16. Find Your Influencers
• Track tweeted links from industry
influencers
• Find sites relevant to your location
and larger industry
• Look for relevant social
communities
Who does your target audience trust?

17. Guest Blog
• Introduce yourself
• Show published links
• Provide idea(s) or outline(s)
• Make sure your
content rocks
• Participate in the discussion
• Blog comments
• Social media
• HARO
Don’t be shy – reach out to site owners and editors!

18. Create Linkbait
• Infographics
• Webinars
• eBooks
• Resources Section
• Blog Posts
• Comment, share, link to
others, etc.
Build content on your site that
people will want to share.

19. Stalk the Competition… or should you?
• MajesticSEO to review
competitors’ inbound links
• If they linked to your
competitors, they can
link to you, too!
• Look at site content
• What worked then might
not work now
Keep an eye on what your competitors are doing, but
don’t assume their methods are Penguin-friendly just
because they’re ranking well.

20. Old Stuff
• Top web and local
directories
• High quality articles
• Press releases
• Blog posts
• Social networking
• Multimedia outreach
Standbys we still trust:

21. Troubleshooting
• “Delete and dilute”
• Disavow links
• Remove links manually
• Improve site content –
Google Panda:
• Keyword stuffing
• Ads above the fold
So your rankings aren’t what they used to be. What now?

22. Change Your SEO Vocabulary
Change the way you talk about SEO.
Before After
“Linkbuilding” Building links and citations
“I will build you 200 links per
month”
I will do X, Y, and Z activities
every month
“My competitor has 800 links
and I have 500”
[Look at more specific details]

23. Final Thoughts
• Change the way you think
about SEO
• Evaluate your linking strategy
• Trust your gut!
Find follow-up reading at AjaxUnion.com/blog

24. MeetUp.com/BusinessEventsNY
CEO Networking - Monday, May 13th
Free Business Networking Mixer - Tuesday, May 28th

25. Request a Free Quote:
www.AjaxUnion.com
Call Us Today:
800-594-0444

26. Join Our Free Webinars!
www.AjaxUnion.com/webinar
Try out KiwiSEO
www.KiwiSEO.com