The Future of Link Building - SEMrush Webinar February 2015

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My webinar for SEMrush in February 2015 on The Future of Link Building. I talk about how link building signals may change over time, what that means for businesses and individuals and what to focus on in the future.

Marketing

The Future of
Link Building
Paddy Moogan
Co-founder, Aira
www.aira.net

@paddymoogan www.aira.net
Links as a ranking signal are
NOT going away

@paddymoogan www.aira.net
Fundamentally, they still
work well

@paddymoogan www.aira.net
Links are the basis of the web

@paddymoogan www.aira.net
Related signals will change
and become more refined

@paddymoogan www.aira.net
We don’t think as a “link” as
the signal Google use

@paddymoogan www.aira.net
There is so much more to it

@paddymoogan www.aira.net
Anchor text
VolumeDiversity
Type of link
Home vs. deep
link
Position on page
Other links on
page
Surrounding text

@paddymoogan www.aira.net
These will change over time

@paddymoogan www.aira.net
And new signals will be
added

@paddymoogan www.aira.net
Social signals may play a bigger
part

@paddymoogan www.aira.net
Some rankings just won’t make
sense to us

@paddymoogan www.aira.net
Penguin will become more
refined and quicker

@paddymoogan www.aira.net
It’s constantly learning (it’s
nearly two years old now)

@paddymoogan www.aira.net
They have lots of fresh data
to learn about bad links

@paddymoogan www.aira.net
Penguin targeted scalable
link building techniques

@paddymoogan www.aira.net
Anything scalable will be
targeted at some point

@paddymoogan www.aira.net
For businesses…

@paddymoogan www.aira.net
Let’s use Panda as an example

@paddymoogan www.aira.net
There was collateral damage
with Panda

@paddymoogan www.aira.net
But Google didn’t mind

@paddymoogan www.aira.net
Don’t take risks with your
business

@paddymoogan www.aira.net
For churn and burn sites…

@paddymoogan www.aira.net
Spam will always work
short-term at least

@paddymoogan www.aira.net
Anything that scales

@paddymoogan www.aira.net
Scaling = potential loss in
quality

@paddymoogan www.aira.net
Too much commercial
anchor text

@paddymoogan www.aira.net
Putting all your links in one
basket

@paddymoogan www.aira.net
Links that you may be taking
down in a year or two!

@paddymoogan www.aira.net
Easy wins are still out there

@paddymoogan www.aira.net
1) Broken incoming links

@paddymoogan www.aira.net
2) Competitor analysis

@paddymoogan www.aira.net
3) Unlinked mentions of
company or people

@paddymoogan www.aira.net
4) Learn what PR people do

@paddymoogan www.aira.net
They craft stories around
people, companies and data

@paddymoogan www.aira.net
5) Invest in content

@paddymoogan www.aira.net
Invest in content

@paddymoogan www.aira.net
Invest in understanding what
makes a good idea

@paddymoogan www.aira.net
Follow these people:
@jcolman @halvorson@epicgraphic

@paddymoogan www.aira.net
Links will always be
important

@paddymoogan www.aira.net
Don’t scale link building if
you’re building a business

@paddymoogan www.aira.net
Spend some time on the
quick wins
(they still work)

@paddymoogan www.aira.net
Invest in understanding
good ideas and
how PR works

Thank you!
Paddy Moogan
Co-founder, Aira
www.aira.net

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