The Art & Science of Building Links By Debra Mastaler

Debra Mastaler, President
@debraMastaler#SMX #11D
Alliance-Link.com
LINK BUILDING
FUNDAMENTALS
The Art & Science of Building Links

What We Will COVER:
Link Popularity
Unnatural Links
Penalties and Disavow
Tactics
Lightning Round

Algorithms & Link Popularity
#SMX #11D @debraMastaler

Most Popular Search Engine?
Desktop Mobile Devices

200+ Factors Determine How A Page Ranks
Paid
Featured snippet
Organic
 Domain & page level links
 Page level content (Title, tags, etc.)
 Machine learning (Rank Brain)
 Mobile
 Query data (clicks, bounce rates)
 Site load speed
 Location personalization
 HTTPS
HTTPS

Authorship
Removed
“In the News”
Box
Penguin
Everflux
Authorship
Photo Drop
Page
Layout
Panda
4.1
Pigeon Expands
(UK, CA, AU)
Payday
Loan 3.0
Penguin
3.0
Unnamed
Update
Panda
4.0
Pigeon
Pirate
2.0
Payday
Loan 2.0
HTTPS/SSL
Update
Most of the changes/filters added are done to help DEFINE,
EVALUATE and RATE links and the pages they come from.
Image from: www.blog.agriya.com

What Is Link Popularity?
Link popularity measures the quality and quantity of links pointing to a webpage.
Considered an off-page factor.
Engines weigh off-page factors more heavily than on-page.
SLANG: Link Juice, Link Love, Link Pop, Link Equity
It is NOT just the number of backlinks pointing to a webpage.

Four Components of Link Popularity
#SMX #11D
Quantity
Quality
Relevance
Anchor Text
@debraMastaler

Link Quantity
The number of links pointing to a webpage from “outside” or
different website/pages
#SMX #11D
Your
Webpage
(website)
Webpage
A
Webpage
B
Webpage
C
Webpage
D
Webpage
E
@debraMastaler

Link Quality
Determined by the authority/trust/popularity of
the host pages/sites and the sites linking to
them.
#SMX #11D
My
Website
Site A
Site X
Site Y
Site B Site Z
@debraMastaler

Link Quality
PageRank™ measures/computes quality
#SMX #11D
PageRank™
TrustRank
@debraMastaler

What Makes A Page “Quality”
Characteristics:
Rank well
Show topic expertise
Answer questions
Trusted
Linked to frequently by trusted sources
Clicked on frequently
High reliability
Relevant to the query

Relevance What is your page talking about?

Relevance
Clicks help Google determine the topical
relevance of a page
Sports
Wiki - handbags
Wiki - business
Sports
Business
Sports
Handbags
Automotive

Relevance
Inbound links from “similar” sites best
#SMX #11D
Costa Rica
Vacation
Rentals
“Baby
Stroller”
Diamond
rings
petfinder
wfmz
pawlooza
huffingtonpost
app.pickering.ca
donatenow.networkforgood
peternity
somepuppytolove
saveacat
PETFINDER.COM
@debraMastaler

Anchor Text
Endorsement of what’s to come
#SMX #11D
Anchor text is the clickable part of the link you see, it is a query ranking factor
My daughter is freshman at Villanova University.
My daughter spends a lot of money buying college text books.
Visit www.poor-parents.org for more information.
…”anchor text
influences the queries
your website ranks for
in the search results.
Google
…”anchor text helps
define the theme of
a linked page”
Bing
@debraMastaler

Anchor Text
Hyperlink when it makes sense
Make your anchor text conversational
Doesn’t matter what you do, if Google * thinks* your inbound links are anything but editorial, you lose.
#SMX #11D
“ Any links intended to manipulate… a site’s
ranking in Google search results may be
considered part of a link scheme and a
violation of Google’s Webmaster Guidelines.
Additionallym creating links that weren’t
editorially placed or vouched for by the site’s
owner on a page, otherwise known as unnatural
links, can be considered a violation of our
guidelines.”
@debraMastaler

Your Goal When Building Links:
#SMX #11D
Attract a large quantity of links from
Quality and
Topically (or geographically) relevant pages using
Smart and conversational anchor text
@debraMastaler

Unnatural LINKS
What to Avoid

What Might Be Considered An Unnatural Link?
Paid links
Large scale guest posting
Low quality directories
Footer links
Template links
#SMX #11D
Large-scale reciprocal linking
Massive press releases
Blanket widgets and badges
Forced forum drops
BEER
From Google’s guidelines
@debraMastaler

Avoid These Flags and Footprints
#SMX #11D
Do not acquire a lot of the same links
quickly
Avoid using same anchors over and over
Avoid linking with low quality pages
Avoid placing links in navigation and
sponsored areas
Avoid pages/sites hosting excessive reciprocals and
template links
Don’t make directory links (even niche directories) a large part of
your portfolio
Avoid sites with excessive Adsense
Avoid sites with no Contact or About Us information's info
@debraMastaler

Questions To Ask Before You Link
Question Yes No
Is the page hosting your link ranking “well” in the search results?
Been cached lately?
Do they use no follow attributes?
Does the website participate in social media?
Is the website tied to a network?
Is the content relevant to my site?
Did you search “complaint” + URL/name of owner/site?
Is the site mobile friendly?

Penalties & DISAVOW

Google Penalty? Or Algorithm Update?
Not hard to figure out but stinks either way.
Disappeared from
the search results
(poof!)
A manual
penalty
Lost substantial
ranking
(ouch)
Affected by
changes/filters
to an algorithm
IF YOUR SITE: YOU EITHER HAVE:
OR OR

Manual Action Notice
Google love notes in your Search Console… not so lovely

Cleaning Up and Disavowing Links

Reconsideration
Asking Google to review your site after manual penalty (REQUEST A REVIEW)
A good reconsideration request does three things:
 Explains the exact quality issue on your site
 Describes the steps you’ve taken to fix the issue
 Documents the outcome of your efforts

Ranking Drop Due To Algorithm Change
How to determine which update affected you
Check Google/Other Analytics
https://www.rankranger.com/google-algorithm-updates
http://moz.com/google-algorithm-change
Google Algorithm Updates History

Watch Your Rankings, Watch Your Backlinks
Watch your backlinks like you watch your rankings.
Analyze your backlinks and identify potential trouble.
Try to get them removed when you find them.
Disavow as last resort. Just do it.
Be proactive, don’t wait for a slap down!

Link Building TACTICS

Three Link Building Facts To Keep In Mind:
It is less about what you do and more about where.
Links help get you ranked but clicks show you deserve to be there.
You need to have something worth linking to before the links will come.

Link Building Tactics We Will COVER:
Foundational
Tactics
• Reclaiming broken links
• Unlinked mentions
• Credibility links
• Resource pages
• Image gifting
Content
Tactics
• Media outreach
• Image galleries
• Reviews
• Roundups
• Lists
• Curators

Foundational LINKS:
Help position you as a brand expert and credible, factual source
Identify your brand in an ever-growing link graph
Puts you on credible/authority sources
Tend not to change
Inexpensive to acquire
Content marketing SHOULD NOT be your only link building strategy!
• Reclaiming broken links
• Unlinked mentions
• Credibility links
• Resource pages
• Image gifting

Credibility LINKS
• Chamber of Commerce
• Industry Associations
• Better Business Bureau
• Wikipedia
Establish trust signals, set expertise

Using Wikipedia Indirectly For CREDIBILITY
Wikipedia = hard to get on
Backlink all pages associated with
your terms/industry
Offer same/similar content

Resource PAGES
Find opportunities on government and academic outlets
Your keyword + “RESOURCES”
“USEFUL LINKS” + your keyword
“HELPFUL LINKS” + your keyword
“Links on this page will take you away from” + your keyword
Free Tool: SoloSEO.com

Reclaiming Broken LINKS
Tools:
Citation Labs (paid)
Ontolo Tools (paid)
Check My Links (Chrome plug-in) Free
Run on blogs, magazines and Wikipedia

Reclaiming Broken LINKS - TIP

Another Broken Link Method
Look for competitors broken links, offer your content/links as replacement

Unlinked MENTIONS
Find unlinked mentions of a brand/company/URL
These sites mention
the company
(deftones.com) but
are not hyperlinking
the phrase.
RankTank.com
(free to use)

Unlinked MENTIONS
Not a big brand? No problem.
• Find unlinked keyword phrases
• Find mentions of out-of-business
competitors

Image GIFTING
Giving an image to content that needs it!
• Search for blog posts and magazine
articles using your keywords but not
showcasing images.
• Offer photo at no charge
• Own the photo!

Gifting With CINEMAGRAPHS (.gif)
Do something different
Creates memorable content
Stimulates linking!
Make your own: MakeAGif.com
Backlink topical .gifs found in directories such as Giphy.com/search/gif-directory
@debraMas#SMX #11D

Gifting With MEMES
Be unique with your quips
Use hashtags associated with your company
or company name if it fits
alliance-link.com
alliance-link.com

Link Building Tactics Using Content
I think link therefore I am

Content Best Practice RECOMMENDATIONS:
Do not over-use keyword anchors in posts/articles/bios, hyperlink conversationally
Avoid blog networks
Avoid guest writing on sites with basic About Us or lack contact information
Produce content that makes you become a weekly habit.

What type of content can I create to attract
the most links?
&
What are the best distribution channels for
my content so it’s seen by my target
audience?

Content Distribution CHANNELS
You are 6x more likely to
get a click-through from
an email campaign than
you are from a tweet.-
Campaign Monitor
• Email campaigns
• Media (press) campaigns
• Community groups (Chambers & Assn’s)
• Forums
• Social networks
• Paid ads (social)
• Newsletters
• RSS

Content Creation
People are looking for answers, community and to be entertained!
Mentions
Lists
Images
Media
Round Ups
Curators
Reviews

Product Reviews You WRITE
• Written reviews with images are most frequently linked to
(the longer the better)
• Keep best reviews on your site, promote from there, (unless…)
• Issue press release for substantial reviews
• Bundle reviews into ebooks, add email paywall
• Add teasers to YouTube
• Target social networks for distribution (Facebook ads work great!)

Using Facebook Ads For Exposure and (eventually) LINKS
Target journalists and influencers by job title, company and ADI through Facebook ads.
Great way to get attention to your content

Target Media Mentions PAGES
• Contact review company to host your review!
• Search Strings:
Media mentions + keyword
Media reviews
Media coverage
Media library
Media center
Product reviews
• Add to review sites such as ConsumerSearch.com

Using Reviews Others Write for LINKS
Use what other people have written to gain links
Search for older reviews
Back link, look for sources
Offer your “new and improved” review as a source or
Write a comparison piece

List POSTS
People love longer list posts
See what’s already out there and create a different number of items in your list post.
Make each list item short and to the point
Don’t write a long intro
Include visual elements
Add a “click to tweet” button after each list item.
Break long lists into categories.
Encourage readers to leave an item in comments, keep adding to the list.
Repurpose list posts into e-books, use each list item as a chapter.

List Post TITLES
How To ___ in # Easy Steps How to Find ___ How to Generate More ___
A Complete Guide To ___ Best ___ Ideas Ultimate Guide To ____
Most Popular Ways To ___ # Tips For Busy ____ Top # ___ Tips
# Mistakes To Never Make Again # Amazing Secrets Of ____ # Foolproof Tips For ___
# Things Everyone Should Know About ___ # Effective Ways To ____ # Super Tips For ___
# Creative Ways To ___ The ___ Guide You Need To Read #Lessons Learned About ___
# Predictions You Should Prepare For Top # Useful ____ Ideas # Excellent Free ___
The # ___ You Need In Your Life # Incredible ___ Tools and Resources # Of The Best ___ Case Studies
TIP: Throw in an outside source or two when creating list posts, the people you feature will help promote your content.

Link ROUNDUPS
A collection of favorite posts from around the Web
1. Identify blogs/sites showcasing roundups
2. Ask to have your content included
Search Strings:
Daily Link Roundup + keyword
Link Roundup + keyword
Weekly Link Roundup + keyword
Web Roundup + keyword
Set an alert and let
roundups come to you

Using Curators For Links And SOURCES
Paper.li
“paper.li + keyword”
Rebel Mouse
“rebel mouse + keyword”
FlipBoard
“flipboard + keyword”
• .

Using Images To Attract LINKS
1. Offer images, include attribution license
2. Let the media and publishers know your
image gallery exists (press release)
3. Create .gifs from images
4. Conceptual, factual and historical
images work well!
5. Run images through TinEye twice a year
(reclaiming images)

Reclaiming Images

Use Flickr And WikiMedia Commons
To find similar images
Backlink images for sources
Find freelance photographers/directories
WikiMedia Commons also hosts recordings

Getting Links From The MEDIA
Everyone knows about HARO (Help A Reporter Out), there are others!
 SourceBottle.com (free)
 PitchRate.com (free)
 ExpertiseFinder.com ($)
 MediaKitty.com ($)
 ProfNet (prnewswire.com/profnet) ($)
Journalists like research backed content
Surveys
Case studies
Images/Video
Factual rebuttals
Newsjacking

Using Press And Media RELEASES
Find media sources writing about your industry/services/products by back linking press releases from major brands.

Niche Wire/Press Release Submission SERVICES
Topical niches

International Wire Services
Translating content, press release submission services to/for foreign countries
For the UK

Lightning Round

Key Insights Going FORWARD
• Keep the key components of link popularity in mind when building links.
• Don’t scrimp on a copywriter, don’t scrimp on a photographer.
• Make sure your links sit on mobile friendly sites/pages.
• Invest in SEO/link tools after using free trials.
• Create evergreen content that has been personalized for your target audience.
• Add email capture to everything, look into “content for a tweet”.
• Create “Knowledge Vault” quality content.
• Site uses nofollow but the link is worth having? Point it to your social profiles for traffic.

More Key INSIGHTS
• Contests, sponsorships, scholarships, etc – all good ideas but one-off, time sensitive tactics.
• Follow key media on Twitter and LinkedIn. Engage and stalk their Lists!
• Fax press releases directly to media, forget the press release submission outlets.
• Local media outlets love, love, love interviews and factual content.
• Media doesn’t link out except when they have to. Images are that exception.
• HARO (Help A Reporter Out) and others, great resources but be quick! <3 hours
• Buy stock photos (own the rights) from Shutterstock (etc.) to give away

Another Key INSIGHT:
Keep an eye on the sites ranking behind you.
Yes, that’s right, behind you.
They are the webmasters looking to unseat you.
Watch what they are doing, follow on social media.
Load their domain/brand names in your alert services.

In CLOSING:
#SMX #11D
Emotional triggers cause people to link.
What is your 4.7 seconds?
@debraMastaler

Thank you!
#SMX #11D
For more information on my custom link marketing services and link building training, visit
www.Alliance-Link.com
debramastaler@gmail.com
@debraMastaler
@debraMastaler
The slides in this deck are copyrighted to Debra Mastaler/Alliance-Link and may not be reproduced without permission.

The Art & Science of Building Links By Debra Mastaler

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