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The Very Basic Link Building Strategy That You Keep Forgetting
The document discusses strategies for earning backlinks to improve a website's authority and search engine optimization (SEO). It outlines the importance of link building, differentiates between good and bad links, and provides a step-by-step approach to starting a link building campaign, including setting goals and outreach tactics. Additionally, it covers link building metrics to assess the effectiveness of campaigns.
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The Very Basic Link Building Strategy That You Keep Forgetting
- 1. EarningEarning BacklinksBacklinks To increase yoursite’s authority
- 2. Learning objective Gain insightinto the possibilities of earning backlinks using the Digital PR strategy. S M A R T Zoom in on the online resources and tactics to create valuable backlinks for your brand websites. Use link building metrics to see if link building campaigns are effective. We will talk about the basics of link building. These should be quite easy to implement. Link building is a key component of online marketing. When done well, the results are significant. If done in the wrong way the consequences are painful. You should be able to implement this very easily after reading these slides by creating a campaign based on a strategic plan. 2
- 3. Agenda – 3parts 1. Chapter 1: What Is Link Building & Why Is It Important? 2. Chapter 2: Good and Bad Links 3. Chapter 3: How to Start a Link Building Campaign 4. Chapter 4: Link Building Tactics 5. Chapter 5: Link Building Metrics
- 4. Chapter 1:Chapter 1: Whatis link building and why is itWhat is link building and why is it important?important?
- 5. What is link building? Theprocess of acquiring hyperlinks from other websites to your own to improve SEO strength. Why is it important? Search engines take into consideration the quality and number of links pointing to your page when they decide whether to show it in results and how high. PAGE RANK
- 6.
- 7. Other benefits oflink building Building relationships Sending referral traffic Brand building
- 8. Chapter 2:Chapter 2: Goodand bad linksGood and bad links
- 9. Good and badlinks Natural editorial links Editorially given by other website owners. Manual outreach links Involves manually contacting: •Website owners •Bloggers Self-created, non- editorial links •Blog comments that are not moderated •Press releases with optimized anchor text •Article directories •Guest post signatures •Advertorials •Embeddable widgets •Infographic embeds •User profile pages •Guest books •Forum signatures •Directories that are not moderated
- 10. Chapter 3:Chapter 3: Howto start a link building campaignHow to start a link building campaign
- 11. How to starta link buildingHow to start a link building campaigncampaign • Structuring a campaign • Outreach • Following up • How long before results?
- 12.
- 13. Set goals • Linkbuilding is a big part of online marketing, and you should start with goals. It will ensure that you create a strategy that gives you the best possible chance of success. • Your link building campaign must be in sync with the overall goals of your business. Build 10 links Increase organic traffic in order to drive more sales
- 14. Find your assets Whatasset(s) are you going to use in order to earn links? This is the hook that will entice web owners to link to your site: Buying links Using your own assets to earn links Content ProductsData Service
- 15. Assess the typesof links you need An essential part of creating your strategy is defining what types of links you need to get : To homepage Containing brand name To deep pages Containing Keywords
- 16. Assess the typesof links you need Use Link Explorer for free to evaluate the links you already have and compare to those of the competition:
- 17. Find link targets Whodo you think will care about what you are doing and how can you contact them? Will they care enough to link to it? If so why? What is your hook for making people care? Have you incorporated it into the content? Have you thought of an angle for the content before reaching out? Create content Find the angle Do outreach Follow up News Funny Controversial Data visualisation Competition Ego-bait Long-form, detailed content Hooks
- 18. Find link targets Startwith a brainstorm. Create a list based on the target sorts identified and just Google it. Use Domain Authority Checker or Open Site Explorer to see if a website is worth chasing after. Identify websites that you would like to feature on. Bloggers Influencers Industry expert sites Forum admins Targets
- 19.
- 20. Please remember Start withyour high-level targets Not only can they get you good results if they respond well, but you can then use them as social proof later on when you reach out to smaller websites. You’re contacting a real person This person probably gets lots of outreach emails if they have a popular blog. They deserve to have a bit of your time to make them realize you're not just another spammer or automated email program.
- 21. Crafting your message Tellthem why they should care about you and your content. You established this in an earlier stage. Personalize Pay attention to detail Do your research Don’t suck up Be specific Be flexible Offer value Be gracious Behaviour Tip: take a look through their recent blog posts and, if possible, relate these to the reason you think they should care. Tell them what action you want them to take. Take into consideration the weight of the task; it should not put them off. Tip: other actions you could request are: •Post on their social network •Embedding your infographic •Accepting you to guest post •Reviewing your content piece
- 22. Show that youare not a spambot Use their name Use a good subject line Mention specifics Use a proper email signature It can truly make the difference as many do not bother doing so. •Check the about page •Check the author name under blog posts •Click through to their social media accounts to see if their name is listed on there •Never use Hi webmaster or Hi blogger as these have traditionally been used by mass email spammers Before they have even opened your email, the blogger will see the subject line. •Keep it short and to the point •Mention the name of the website •Avoid overuse of capital letters •Avoid things like "link exchange" or "link request" Mentioning something specific about the blogger show them you‘re not just sending templated chain mail. •Read topics their recent blog posts •Look at their recent tweets •Look at the comments they've made on blog posts •Look at their about page for personal interests •Look at their bio on their Twitter page They can then check out your website, your social activity or even give you a call. •Your full name •Your job title •The URL of the website you represent •Your phone number •Your social media accounts (if work related)
- 23. Good or bad? Hello, My name is_____ and I recently began working with a food supplement retailer who is attempting to increase their online presence. I came across your site (supplementos.com) and think it would be a great fit for my client. I am interested in guest blogging opportunities, but would love to know what else is available. Please let me know if you have any information on guest blogging that I need to be aware of. Thanks so much! I look forward to hearing back from you! Sincerely,
- 24. Good or bad? Hi Dana, How areyou? I’m writing on behalf of Manchurian fashion brand and I wonder if you would be interested in being sponsored to write a post on your blog for us? I’ve been looking at your blog, I see that you’ve featured us several times already, and think you would be perfect. It would be awesome if you created a post in your own style about our brand and we’ll compensate you for the time you’ve taken to do this. You can choose whatever you want as long as it fits one of the following categories: •Shirts •Jeans •Skirts On top of that, you do have creative freedom to use whatever angle you wish– the only thing that we require is that we approve of the post, and that you link to maccu.com If this sounds like something you would like to go forward with, let me know. Or, if you have any other ideas as to how you can partner with us, I’d love to hear them! I look forward to hearing from you,
- 25.
- 26. Get organized andkeep records Image source When you are starting out, a simple excel sheet as shown below will do just fine. You should also use Boomerang – a free Gmail plugin. When sending an email, you can tell Boomerang to send the email back to you if you don't get a reply within a set period of time.
- 27. Sending out thefollow up email Hey John, I just wanted to follow up on the email I sent a few days ago (pasted below) regarding the ultimate guide to hitchhiking that my team and I put together. It would be great to get your feedback, if possible, and see if this is something you'd like to share with your audience on your blog. I look forward to hearing from you. Thanks! Jackie
- 28. Dealing with negativereplies Always reply; don't ignore the email Get as much feedback as you can Ignoring the reply means that you're damaging your chances of ever building a good relationship with that person. They may not like the current work you've done, but what about the next piece you do? When replying to someone, try to get some feedback on why they're not interested in linking to you. If you're promoting a piece of content, ask them for their opinion on what would make the content better.
- 29. How long beforeHowlong before results?results?
- 30. Several factors comein to play • The competitiveness of your industry • The competitiveness of the target keywords • The activities of your competitors • The types of links you’re building • The history and strength of your domain Several days to several months
- 31. Chapter 4:Chapter 4: Linkbuilding tacticsLink building tactics
- 32. Link building tacticsLinkbuilding tactics • Content based link building • Broken link building
- 33. Content based linkContentbased link buildingbuilding
- 34. Hooks and assets Createcontent Find the angle Do outreach Follow up Infographic Data visualization White paper How-to guide Image gallery Book review Case study Asset s News Funny Controversial Data visualisation Competition Ego-bait Long-form, detailed content Hooks Over time, you aim to reach a point at which you don't need to ask for each and every link that you receive. Instead, you should be able to seed the content with a few key influencers in your community who can help spread the word on your behalf.
- 35. Guest blogging Beware of •usinglow quality content •linking low quality sites •over-optimized anchor text Hello, My name is _____ and I recently began working with an upscale clothing retailer who is attempting to increase their online presence. I came across your site (what-the-frock.com) and think it would be a great fit for my client. I am particularly interested in sponsored posts, but would love to hear what else is available. Please let me know if you have any information on your sponsored post rates. Thanks so much! I look forward to hearing back from you! Sincerely,
- 36. Ego bait Research targetsWrite content Do outreach Follow up Hi Karate Mama, I just wanted to let you know that you've been featured in our list of the top 100 karate bloggers of 2019 – fakekarateblog/top100.com You were included because the awesome ‘how-to’ videos you post, as well as the advice you give to beginners; it’s amazing, and you deserve recognition for it. Feel free to take a look and make sure I've got all of your details correct. I'd really appreciate any feedback you have, as well. If you would also like to share it on Twitter or feature it on your blog somewhere, that would be amazing. Thanks! Chan Blogger’s pic Link to website Link to Twitter profile Why they are mentioned What makes them unique Includ e
- 37. Broken link buildingBrokenlink building
- 38. Broken link buildingcampaign Research broken links Research contact Do outreach Follow up You are being helpful by kindly reaching out to the webmaster to point out the broken links, and helpfully suggest your newer and up- to-date resource as an alternative. The webmaster then links to your dairy resource page. Tip: Broken Link Finder uses keywords you choose to find broken links on quality websites.
- 39. Link reclamation campaign Researchnon-link Research contact Do outreach Follow up Links that point to pages on your website that no longer exist. Tools: Link Explorer404s Non-linking brand mentions Non-linking images Variants Websites that write about you without linking. Half the work has been done. Tools: mention Websites that post your images without attribution Tools: TinEye
- 40. Chapter 5:Chapter 5: Linkbuilding metricsLink building metrics
- 41. Metric Explanation UseTools Domain strength The cumulative value of an entire domain. Displayed as Domain Authority it runs on a scale of 0-100, with 100 being the highest. It predicts how well a domain will perform in search results. Find out if a domain is worth pursuing for a link. Aim for DA20 minimum. MozBar for measuring Domain Authority Page strength The value of a page displayed as Page Authority. Find out if a page is worth pursuing for a link. Aim for PA20 minimum. MozBar for measuring Page Authority Anchor text Keyword based text with hyperlink to your website. This tells Google that the page being linked should be considered for higher ranking for that keyword and its variants. Open Site Explorer (click on the "anchor text" tab) Number of links How many links do you have and how do you compare to competitors. The raw number of links pointing to your website is a strong ranking signal. Open Site Explorer Linking root domains The actual number of unique root domains ( not pages or subdomains)linking to you. An even stronger ranking signal than the number of links Open Site Explorer
- 42. You’re done:You’re done: Thewrap upThe wrap up
- 43. 43 Alwi SuleimanAlwi Suleiman Headof ContentHead of Content CONTENTMARKETKING.COMCONTENTMARKETKING.COM
Editor's Notes
- #8 Outreach can help you build long-term relationships with key influencers in your industry, and these relationships can mean that your business becomes highly regarded and trusted. A good link from a highly-visited website can lead to an increase in traffic, too. The avid followers of a single blog were far more likely to take the advice of the blogger than (for example) viewers were to pay attention to the anchor on CNN, even if the latter group outnumbered the former. Link building techniques, such as content creation, can show people the expertise of your company, and this can go a long way toward building your brand.
- #10 Natural editorial links: This type of link is the holy grail for SEOs. Essentially, these are the links that you didn't even have to ask for because they are editorially given by other website owners. Manual outreach link buidling;: It involves manually contacting website owners and bloggers, asking them to link to you. Self-created non-editorial: Due to these links not being editorially given, they inherently carry less weight than the other types of links.
- #14 "build 10 links" Increase organic search traffic in order to drive more sales.
- #15 "build 10 links" Increase organic search traffic in order to drive more sales.
- #16 Links to your homepage Links to "deep" pages (such as product or category pages) Links containing your brand / company name Links containing the keywords you're targeting
- #17 The analysis will show you opportunities for improvement. For example, you may see that you're not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. Investigate the websites linking to your competitor. They are most likely to feature you on their site too.
- #18 The analysis will show you opportunities for improvement. For example, you may see that you're not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. Investigate on social media the kind of links that are being shared and contemplate why.
- #19 DA is that statistical measure which is used to find out the reputation of a particular website which is provided by SEOmoz or better known as Moz. It is a statistical number from 0 – 100 which was developed by Moz in order to determine how does a domain rank in results of Google search engine. However, it is not the same thing as that of page authority. The difference between page authority and domain authority is rather significant as page authority is the ranking potential of a single web page whereas domain authority tells us about the overall ranking potential of the entire domain or subdomains.
- #20 Now we need to actually take the plunge and start telling people about our great content or campaign. You should start with your high-level targets because they can not only get you good results if they respond well, but you can then use them as social proof later on when you outreach to smaller websites.
- #22 Remember that the bloggers that you're contacting are probably very busy people, even more so if they run popular blogs with big followings. Your message needs to be detailed enough to explain why they should care, while being short enough for them to read everything and not get bored or delete the message.
- #24 What they did wrong: It’s not personalized. She could’ve taken 30 seconds to find my name – it’s only in the footer of every single post on my blog, as well as on my about page. And she used my URL instead of my blog name in the post, which is an obvious clue that this is a form email. She didn’t tell me upfront who the brand is. This is no good for two reasons: First, It requires an additional step in communication. If I was interested in this opportunity, I’d have to respond by asking her who the brand was, and await her reply. Second, It’s a trust issue. Does she not trust me enough to tell me what the brand is? Or is she trying to pull a bait and switch by telling me that it’s an upscale brand, only to reveal that it’s something low-quality or otherwise shady? What they did right: It’s brief, to the point, and seems to be a relevant brand to pitch to a fashion blogger.
- #25 What they did right: They researched ahead of time and found that I’d already written about their brand several times. Good prospecting! Their email was clear and to the point. They made it clear that they’re open to hearing any partnership ideas that I may have.
- #27 In order to follow up properly, you need to keep your outreach as organised as possible and record the replies that you get. The last thing you want is to follow up with someone who has already linked to you! Also don’t forget, these are very busy people and might need a nudge; this is also a confirmation that are not a spambot.
- #28 In terms of exactly how to follow up with people, my advice is to keep the email short and to the point. You've already emailed them once and outlined all the details they need, so you don't need to repeat it all over again. After one follow up move on…
- #29 At some point, you're probably going to get negative replies to your outreach. This is normal and something that you shouldn't worry about. In fact, it can be a great opportunity to engage with a blogger and get further feedback from them.
- #31 At some point, you're probably going to get negative replies to your outreach. This is normal and something that you shouldn't worry about. In fact, it can be a great opportunity to engage with a blogger and get further feedback from them.
- #35 The analysis will show you opportunities for improvement. For example, you may see that you're not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. Investigate on social media the kind of links that are being shared and contemplate why.
- #36 As guest blogging became an increasingly common tactic, it became increasingly automated and the quality of the posts declined considerably. Google noticed. If you can produce high enough quality content, many reputable sites will still gladly accept guest posts (Moz is one of them). That said, it shouldn't be used solely in order to build links, as Google has gotten very, very good at finding and devaluing links built in this way.
- #37 Ego bait is a piece of content that plays on the egos of the people who are featured within that content. The hope is that, by being included, these people feel better about and are more inclined to share the content with a link. While this can be a good way of getting high-quality links and traffic to your website, it is unlikely to get you huge volumes of links, because the content is usually quite targeted toward a few high-profile people or websites.
- #42 Try not to build too many links that have the exact same anchor text in them, particularly if the links are not of the highest quality, such as links that are from low-quality domains, non-editorial sitewide links, or links that have too much anchor text.
- #44 In order to distribute and promote content efficiently, we need to know the background from where we create it.