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The "Sin City" Guide to Google-Friendly Link Earning - Pubcon Las Vegas 2014
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@MediaWyse + Casey Markee
@MediaWyse + Casey Markee
The "Sin City" Guide to Google-Friendly Link Earning - Pubcon Las Vegas 2014
@MediaWyse + Casey Markee
Google Link Building Targets & Victims:
Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal Links
Social Bookmarking
Widget Links
Spun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums
@MediaWyse + Casey Markee
Google Link Building Targets & Victims:
Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal Links
Social Bookmarking
Widget Links
Spun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums
@MediaWyse + Casey Markee
@MediaWyse + Casey Markee
The 4 Tenants of Google-Friendly Links:
1. Does the link provide clear value to
the user?
2. Is the link niche-relevant and worthy
of Google consideration?
3. Does the link actually get clicked and send some measureable
form of trackable analytics traffic?
@MediaWyse + Casey Markee
The 4 Tenants of Google-Friendly Links:
And most importantly….
4. Was the link given or “earned”
freely?
@MediaWyse + Casey Markee
@MediaWyse + Casey Markee
@MediaWyse + Casey Markee
1. Public Relations Link Building
“Thanks for making us the WORST on Yelp!”
Case Study: BottoBistro.com
@MediaWyse + Casey Markee
Started a “Hate us on Yelp” Campaign!
@MediaWyse + Casey Markee
Started a “Hate us on Yelp” Campaign!
@MediaWyse + Casey Markee
They Generated a TON of Press!
@MediaWyse + Casey Markee
That Press Resulted in a TON of Editorial Links!
@MediaWyse + Casey Markee
Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
before first News Story on 9/12
Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
as of October 1st!
Just how many Links? Glad you Asked!
@MediaWyse + Casey Markee
Majestic Link Profile
of BottoBistro.com
as of October 1st!
The "Sin City" Guide to Google-Friendly Link Earning - Pubcon Las Vegas 2014
The "Sin City" Guide to Google-Friendly Link Earning - Pubcon Las Vegas 2014
@MediaWyse + Casey Markee
2. Local Link “Earning”!
“Sure, I’ll link to your yoga studio.”
Local Links can be Pulled or Pushed.
@MediaWyse + Casey Markee
“Push” for local links by finding opportunities & requesting a link:
Local Links can be Pulled or Pushed.
@MediaWyse + Casey Markee
You can “Pull” in Local Links by Publishing Local Resources:
Local Links can take a lot of Different Forms
@MediaWyse + Casey Markee
1. Local Meetups
2. Local Directories
3. Local Review Sites
4. Chambers of Commerce
5. Event Sponsorships
6. Local Resource Pages
7. Local Blogs
8. Local Newspapers
9. Local Charities & Sponsorships
10. Award Listings
11. Club & Organization Pages
12. Calendar Pages
13. Local Expert Interviews
14. Embedded Custom Google Maps
15. Embedded Videos w/Local Attribution Links
Local Links can take a lot of Different Forms
@MediaWyse + Casey Markee
Find Local Link Opportunities with Google
Search Operator searches:
<city name> + “recommended resources”/”suggested resources”
<city name> + “useful resources”/”interesting resources”
<city name> + “favorite resources”
<city name> + “recommended sites”/”suggested sites”
<city name> + “useful sites”/”interesting sites”
<city name> + “favorite sites”
<city name> + “recommended websites”/”suggested websites”
<city name> + “useful websites”/”interesting websites”
<city name> + “favorite websites”
<city name> + inurl:links/resources
<city name> + inanchor:links/resources
Browse 10,000 URL Operator Strings: http://bit.ly/pubcon-operators
@MediaWyse + Casey Markee
3. Scholarship Link “Earning”
“Are you disabled and live in Canada, I’ve got
a scholarship for you!”
Scholarship Pages in Action
@MediaWyse + Casey Markee
Case Study: www.SilverCross.com
Sells recycled Healthcare equipment in
Canada and the United States.
They had very few “linkable” resources. We
added an Ability Achievement
Scholarship that is now given yearly to
one student in the US and Canada.
It’s a healthy $3000 scholarship.
Prospective students fill-out an Essay and
meet other on-site requirements.
Scholarship Pages in Action
@MediaWyse + Casey Markee
The new page generated 2500+ visitors in 2014 and generated an
average site visit of 04:07 seconds. This was 150% above the
site average!
Total Backlinks = 970+
Linking Domains = 100+
Page PageRank = 4
Page Authority = 42
Total Social Signals = 500+
Case Study: www.SilverCross.com
Scholarship Pages in Action
@MediaWyse + Casey Markee
But remember…you actually have to GIVE AWAY the scholarship!!!
Scholarship Pages in Action
@MediaWyse + Casey Markee
Case Study: www.SilverCross.com – So how do you promote these?
1. Submit a press release announcing the scholarship through PRWeb.com
2. Send out an email to any in-house email lists.
3. Submit to scholarship pages – use Google Operator searches inurl:scholarships
site:edu and inurl:edu + art + intitle:“outside scholarship” or inurl:edu +
intitle:“outside scholarship” (replace “art” with whatever you are targeting)
4. Blog about the scholarship – provide a link both to your recent press release and
the Scholarship page itself.
5. PPC Branding: Spend $100 on a quick Facebook and Google PPC campaign to
drive initial awareness
6. Perform Backlink Research on existing Scholarship pages then submit your
scholarship directly via email outreach!
@MediaWyse + Casey Markee
4. Beneficial Link “Earning”
“Provide value and links will follow!”
Position yourself as an Expert in your Space
@MediaWyse + Casey Markee
When you Interact Online – Links Happen!
@MediaWyse + Casey Markee
That’s a dofollow backlink from a
50+ Domain Authority site. That’s
never a bad thing.
Position yourself as an Expert in your Space
@MediaWyse + Casey Markee
1. Participate in online forums, SEO groups, and Q&A
services. Quora specifically is still valid.
2. Speak at local Toastmaster and Civil Group
meetings on common problems experienced by
your target audience.
3. Sign-up for Disqus.com and comment regularly on
popular SEO news services . (SEN,
SearchEngineLand, SERoundtable, etc.)
4. Interact regularly on Twitter & Facebook. Ask and
answer questions of your followers.
5. Submit pitches regularly and SPEAK at conferences. Pubcon specifically is a kick-
ass gig. Great audiences and super-awesome connections!
@MediaWyse + Casey Markee
5. Sponsorship/Partner Building
“Thanks for your sponsorship. Here’s a link!”
Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee
Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee
Sponsorship Opportunities are Everywhere
@MediaWyse + Casey Markee
Sponsorship Link Building BEST Practices:
@MediaWyse + Casey Markee
Find Opportunities with Google Search Operator Searches:
<city name> + “thank you to our sponsors”
<city name> + “become a sponsor”
<city name> + “sponsorship”
<city name> + “partners”
<city name> + inurl:donations
<city name> + inurl:sponsorship
<city name> + inurl:partners
<city name> + inurl:thank you sponsors
<city name> allintitle:sponsor
<city name>allinanchor:sponsor
<city name>allinurl:sponsor
<city name>allintext:sponsor
“thank you sponsors”
“sponsor links”
“partner links”
“donation links”
@MediaWyse + Casey Markee
6. Brand Mentions
“Turn regular mentions into live links!”
So what’s a Brand Mention?
@MediaWyse + Casey Markee
A brand mention is a repetition of your name or website, usually
unlinked, that appears regularly on the Internet.
Turn this..
So what’s a Brand Mention?
@MediaWyse + Casey Markee
We want to turn Brand Mentions into LIVE links!
Into this!
How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #1 – the MOZ Fresh Mentions Tool (Paid)
http://freshwebexplorer.moz.com/
How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #1 – the MOZ Fresh Mentions Tool (Paid)
http://freshwebexplorer.moz.com/
Use this search to find brand mentions
without triggering your own domain!
How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #2 – Google Alerts (Free) – www.google.com/alerts
How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #3 – Google Operator Searches (Free)
“my name” –site:mysite.com
“my brand” –site:mysite.com
“my brand” –site:mysite.com blog OR post
site:org "my brand" OR "my name"
site:com "my brand OR "my name"
site:edu "my brand OR "my name"
site.gov "my brand OR "my name"
“my name” “my brand” –site:mysite.com – press –release
“employee name” “my brand” –site:mysite.com –press –release
“promotion” “my brand” –site:mysite.com –press –release
specials” “my brand” –site:mysite.com –press –release
“announced” “my brand” –site:mysite.com –press –release
“infographic” “title of infographic” –site:mysite.com
“quoted” “my brand” –site:mysite.com –press –release
“quoted” “my name” –site:mysite.com –press –release
How do I find these Brand Mentions?
@MediaWyse + Casey Markee
Strategy #3 – Google Operator Searches (Free)
“my name” –site:mysite.com
“my brand” –site:mysite.com
“my brand” –site:mysite.com blog OR post
site:org "my brand" OR "my name"
site:com "my brand OR "my name"
site:edu "my brand OR "my name"
site.gov "my brand OR "my name"
“my name” “my brand” –site:mysite.com – press –release
“employee name” “my brand” –site:mysite.com –press –release
“promotion” “my brand” –site:mysite.com –press –release
specials” “my brand” –site:mysite.com –press –release
“announced” “my brand” –site:mysite.com –press –release
“infographic” “title of infographic” –site:mysite.com
“quoted” “my brand” –site:mysite.com –press –release
“quoted” “my name” –site:mysite.com –press –release
Some Final Thoughts
 Links as a signal are NOT going away.
 Natural Links have an Editorial Component
 Freely given, Niche-related links, that get
clicked, are the most valuable!
 Be viewed as an expert and links follow!
 Unlinked Brand Mentions provide a HUGE link opportunity!
Link “Earning” is a Marathon not a Sprint!
 There are still plenty of quality link
classes you can target!
And remember this about link building…
@MediaWyse + Casey Markee
$1 gives you 30 days unlimited access to…

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The "Sin City" Guide to Google-Friendly Link Earning - Pubcon Las Vegas 2014

  • 2. Connect with me Online @ Today’s Presenter is… Become a Fan on Facebook: http://www.facebook.com/Planet.Ocean Follow Casey on Twitter: http://Twitter.com/MediaWyse Connect with Casey on Linkedin: http://www.linkedin/com/in/caseymarkee Circle Casey on Google+: https://plus.google.com/+CaseyMarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA Remember this?
  • 6. @MediaWyse + Casey Markee Google Link Building Targets & Victims: Directory Submissions Blog Comments Mass Guest PostingArticle Directories Advertorials Reciprocal Links Social Bookmarking Widget Links Spun Content Paid Links Anchor Text Rich Links Design by Links Press Releases Web 2.0 Links Forums
  • 7. @MediaWyse + Casey Markee Google Link Building Targets & Victims: Directory Submissions Blog Comments Mass Guest PostingArticle Directories Advertorials Reciprocal Links Social Bookmarking Widget Links Spun Content Paid Links Anchor Text Rich Links Design by Links Press Releases Web 2.0 Links Forums
  • 9. @MediaWyse + Casey Markee The 4 Tenants of Google-Friendly Links: 1. Does the link provide clear value to the user? 2. Is the link niche-relevant and worthy of Google consideration? 3. Does the link actually get clicked and send some measureable form of trackable analytics traffic?
  • 10. @MediaWyse + Casey Markee The 4 Tenants of Google-Friendly Links: And most importantly…. 4. Was the link given or “earned” freely?
  • 13. @MediaWyse + Casey Markee 1. Public Relations Link Building “Thanks for making us the WORST on Yelp!”
  • 15. Started a “Hate us on Yelp” Campaign! @MediaWyse + Casey Markee
  • 16. Started a “Hate us on Yelp” Campaign! @MediaWyse + Casey Markee
  • 17. They Generated a TON of Press! @MediaWyse + Casey Markee
  • 18. That Press Resulted in a TON of Editorial Links! @MediaWyse + Casey Markee
  • 19. Just how many Links? Glad you Asked! @MediaWyse + Casey Markee Majestic Link Profile of BottoBistro.com before first News Story on 9/12
  • 20. Just how many Links? Glad you Asked! @MediaWyse + Casey Markee Majestic Link Profile of BottoBistro.com as of October 1st!
  • 21. Just how many Links? Glad you Asked! @MediaWyse + Casey Markee Majestic Link Profile of BottoBistro.com as of October 1st!
  • 24. @MediaWyse + Casey Markee 2. Local Link “Earning”! “Sure, I’ll link to your yoga studio.”
  • 25. Local Links can be Pulled or Pushed. @MediaWyse + Casey Markee “Push” for local links by finding opportunities & requesting a link:
  • 26. Local Links can be Pulled or Pushed. @MediaWyse + Casey Markee You can “Pull” in Local Links by Publishing Local Resources:
  • 27. Local Links can take a lot of Different Forms @MediaWyse + Casey Markee 1. Local Meetups 2. Local Directories 3. Local Review Sites 4. Chambers of Commerce 5. Event Sponsorships 6. Local Resource Pages 7. Local Blogs 8. Local Newspapers 9. Local Charities & Sponsorships 10. Award Listings 11. Club & Organization Pages 12. Calendar Pages 13. Local Expert Interviews 14. Embedded Custom Google Maps 15. Embedded Videos w/Local Attribution Links
  • 28. Local Links can take a lot of Different Forms @MediaWyse + Casey Markee Find Local Link Opportunities with Google Search Operator searches: <city name> + “recommended resources”/”suggested resources” <city name> + “useful resources”/”interesting resources” <city name> + “favorite resources” <city name> + “recommended sites”/”suggested sites” <city name> + “useful sites”/”interesting sites” <city name> + “favorite sites” <city name> + “recommended websites”/”suggested websites” <city name> + “useful websites”/”interesting websites” <city name> + “favorite websites” <city name> + inurl:links/resources <city name> + inanchor:links/resources Browse 10,000 URL Operator Strings: http://bit.ly/pubcon-operators
  • 29. @MediaWyse + Casey Markee 3. Scholarship Link “Earning” “Are you disabled and live in Canada, I’ve got a scholarship for you!”
  • 30. Scholarship Pages in Action @MediaWyse + Casey Markee Case Study: www.SilverCross.com Sells recycled Healthcare equipment in Canada and the United States. They had very few “linkable” resources. We added an Ability Achievement Scholarship that is now given yearly to one student in the US and Canada. It’s a healthy $3000 scholarship. Prospective students fill-out an Essay and meet other on-site requirements.
  • 31. Scholarship Pages in Action @MediaWyse + Casey Markee The new page generated 2500+ visitors in 2014 and generated an average site visit of 04:07 seconds. This was 150% above the site average! Total Backlinks = 970+ Linking Domains = 100+ Page PageRank = 4 Page Authority = 42 Total Social Signals = 500+ Case Study: www.SilverCross.com
  • 32. Scholarship Pages in Action @MediaWyse + Casey Markee But remember…you actually have to GIVE AWAY the scholarship!!!
  • 33. Scholarship Pages in Action @MediaWyse + Casey Markee Case Study: www.SilverCross.com – So how do you promote these? 1. Submit a press release announcing the scholarship through PRWeb.com 2. Send out an email to any in-house email lists. 3. Submit to scholarship pages – use Google Operator searches inurl:scholarships site:edu and inurl:edu + art + intitle:“outside scholarship” or inurl:edu + intitle:“outside scholarship” (replace “art” with whatever you are targeting) 4. Blog about the scholarship – provide a link both to your recent press release and the Scholarship page itself. 5. PPC Branding: Spend $100 on a quick Facebook and Google PPC campaign to drive initial awareness 6. Perform Backlink Research on existing Scholarship pages then submit your scholarship directly via email outreach!
  • 34. @MediaWyse + Casey Markee 4. Beneficial Link “Earning” “Provide value and links will follow!”
  • 35. Position yourself as an Expert in your Space @MediaWyse + Casey Markee
  • 36. When you Interact Online – Links Happen! @MediaWyse + Casey Markee That’s a dofollow backlink from a 50+ Domain Authority site. That’s never a bad thing.
  • 37. Position yourself as an Expert in your Space @MediaWyse + Casey Markee 1. Participate in online forums, SEO groups, and Q&A services. Quora specifically is still valid. 2. Speak at local Toastmaster and Civil Group meetings on common problems experienced by your target audience. 3. Sign-up for Disqus.com and comment regularly on popular SEO news services . (SEN, SearchEngineLand, SERoundtable, etc.) 4. Interact regularly on Twitter & Facebook. Ask and answer questions of your followers. 5. Submit pitches regularly and SPEAK at conferences. Pubcon specifically is a kick- ass gig. Great audiences and super-awesome connections!
  • 38. @MediaWyse + Casey Markee 5. Sponsorship/Partner Building “Thanks for your sponsorship. Here’s a link!”
  • 39. Sponsorship Opportunities are Everywhere @MediaWyse + Casey Markee
  • 40. Sponsorship Opportunities are Everywhere @MediaWyse + Casey Markee
  • 41. Sponsorship Opportunities are Everywhere @MediaWyse + Casey Markee
  • 42. Sponsorship Link Building BEST Practices: @MediaWyse + Casey Markee Find Opportunities with Google Search Operator Searches: <city name> + “thank you to our sponsors” <city name> + “become a sponsor” <city name> + “sponsorship” <city name> + “partners” <city name> + inurl:donations <city name> + inurl:sponsorship <city name> + inurl:partners <city name> + inurl:thank you sponsors <city name> allintitle:sponsor <city name>allinanchor:sponsor <city name>allinurl:sponsor <city name>allintext:sponsor “thank you sponsors” “sponsor links” “partner links” “donation links”
  • 43. @MediaWyse + Casey Markee 6. Brand Mentions “Turn regular mentions into live links!”
  • 44. So what’s a Brand Mention? @MediaWyse + Casey Markee A brand mention is a repetition of your name or website, usually unlinked, that appears regularly on the Internet. Turn this..
  • 45. So what’s a Brand Mention? @MediaWyse + Casey Markee We want to turn Brand Mentions into LIVE links! Into this!
  • 46. How do I find these Brand Mentions? @MediaWyse + Casey Markee Strategy #1 – the MOZ Fresh Mentions Tool (Paid) http://freshwebexplorer.moz.com/
  • 47. How do I find these Brand Mentions? @MediaWyse + Casey Markee Strategy #1 – the MOZ Fresh Mentions Tool (Paid) http://freshwebexplorer.moz.com/ Use this search to find brand mentions without triggering your own domain!
  • 48. How do I find these Brand Mentions? @MediaWyse + Casey Markee Strategy #2 – Google Alerts (Free) – www.google.com/alerts
  • 49. How do I find these Brand Mentions? @MediaWyse + Casey Markee Strategy #3 – Google Operator Searches (Free) “my name” –site:mysite.com “my brand” –site:mysite.com “my brand” –site:mysite.com blog OR post site:org "my brand" OR "my name" site:com "my brand OR "my name" site:edu "my brand OR "my name" site.gov "my brand OR "my name" “my name” “my brand” –site:mysite.com – press –release “employee name” “my brand” –site:mysite.com –press –release “promotion” “my brand” –site:mysite.com –press –release specials” “my brand” –site:mysite.com –press –release “announced” “my brand” –site:mysite.com –press –release “infographic” “title of infographic” –site:mysite.com “quoted” “my brand” –site:mysite.com –press –release “quoted” “my name” –site:mysite.com –press –release
  • 50. How do I find these Brand Mentions? @MediaWyse + Casey Markee Strategy #3 – Google Operator Searches (Free) “my name” –site:mysite.com “my brand” –site:mysite.com “my brand” –site:mysite.com blog OR post site:org "my brand" OR "my name" site:com "my brand OR "my name" site:edu "my brand OR "my name" site.gov "my brand OR "my name" “my name” “my brand” –site:mysite.com – press –release “employee name” “my brand” –site:mysite.com –press –release “promotion” “my brand” –site:mysite.com –press –release specials” “my brand” –site:mysite.com –press –release “announced” “my brand” –site:mysite.com –press –release “infographic” “title of infographic” –site:mysite.com “quoted” “my brand” –site:mysite.com –press –release “quoted” “my name” –site:mysite.com –press –release
  • 51. Some Final Thoughts  Links as a signal are NOT going away.  Natural Links have an Editorial Component  Freely given, Niche-related links, that get clicked, are the most valuable!  Be viewed as an expert and links follow!  Unlinked Brand Mentions provide a HUGE link opportunity! Link “Earning” is a Marathon not a Sprint!  There are still plenty of quality link classes you can target!
  • 52. And remember this about link building… @MediaWyse + Casey Markee
  • 53. $1 gives you 30 days unlimited access to…

Editor's Notes

  1. Google has declared a war on link building.
  2. Per the most recent SearchMetrics 2014 Ranking Factors report: “both the quality and quantity of backlinks remains a crucial long-term factor in sustained competitive rankings.”
  3. What do all of these have in common? You can AUTOMATE most of them. And further, almost none of them require editorial approval. There is no gatekeeper at the other end to physically approve the link.
  4. What do all of these have in common? You can AUTOMATE most of them. And further, almost none of them require editorial approval. There is no gatekeeper at the other end to physically approve the link.
  5. Profile links doesn’t necessary mean “forum” links.
  6. Terribly SEO’d site. Truly frightening. They don’t even fill out their Titles. But right now, they are one of the top restaurants in all of the Bay Area and they are pulling in editorial links by the bucket!
  7. The owners said they were tired of getting calls from Yelp and of the clear review manipulation they said they were experiencing. So they went the other way…and solicited them! http://www.radiofreerichmond.com/local_restaurants_botto_bistro first ran a review of the restaurant on 9/12, then it went huge after Richmond Standard ran an article on 9/15 http://richmondstandard.com/2014/09/richmond-italian-restaurant-waging-awesome-war-yelp/
  8. The
  9. Who doesn’t want multiple dofollow links from a DA 100 domain. Most profiles accumulate PageRank quickly. This one is a PR 5!
  10. To find these opportunities, you can do a variety of different online searches such as sponsor + your city, “become a sponsor” + your city, “thank you to our sponsors” + your city, and so forth. These searches should lead you to many different sponsorship opportunities in your local community, some of which may even fit your industry perfectly!
  11. Mention the “editorial” component here. In many ways these are “paid links” as there is a clear something for something “consideration” arrangement here. Yet these links are everywhere and they still have very high value.
  12. This is PR 6 link here. It’s insane!
  13. These are image links. IMAGE LINKS PASS PAGERANK. And are certainly safer than text links!
  14. These are just possible high-quality, editorial links back to your site or the site of your client that are just WAITING for you to reach out and grab. Now, it’s worth noting that Google
  15. These are high-quality, editorial links back to your site or the site of your client that are just WAITING for you to reach out and grab.
  16. The MOZ tool allows you to set-up and run 10 different keyword queries at the Pro Level.
  17. -The MOZ Tool only covers the last 4 weeks. But you can set-up alerts and be notified on a daily or weekly basis going forward! -The MOZ tool allows you to set-up and run 10 different keyword queries at the Pro Level. - Other Paid Tools include the Ahrefs.com Mention Tracker and the Web CEO “Web Buzz” Tool.