The document outlines a webinar on strategic link building in digital marketing, presented by Sean Van Guilder and Maureen Jann from Point It. It covers the foundations, tactics, and technological aspects of link building, emphasizing the importance of quality over quantity in today's SEO landscape. The conclusion stresses that link building is a time-consuming process that should be integrated into a broader digital marketing strategy.

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Strategic
Link Building:
Is this love that I’m feeling?
Point It Digital Marketing
www.pointit.com 04.22.2015

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Housekeeping Slide
Additional Q&A addressed and at the
end of session
A link to view a recorded version
of the webinar will be emailed within
48 hours
Raise your hand if you are having
technical difficulties
Hide the chat window
Submit question via chat
Toolbox Blog on the
Point It Website

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#PI_LinkBuilding #seo
@seanvanguilder @MaureenOnPoint
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About Point It
Our Clients
Our Services

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Today’s Presenters
Sean Van Guilder
Point It Digital Marketing
Director of SEO
About Presenter
20+ Years of internet marketing experience. Worked for companies such as
Microsoft, MSN, and WONGDOODY. Likes tennis and golf.
@SeanVanGuilder
Maureen Jann
Point It Digital Marketing
Director of Marketing
About Presenter
Self-described jill-of-all-trades. 15 years of experience delighting customers
and prospects. Does karaoke in a mediocre fashion.
@MaureenOnPoint
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Agenda
1
2
3
4
Link Building Foundations
Link Building + Content Strategy
Link Building + Tech
To Sum Up + Q&A

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Section 1
Link Building
Foundations

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Link Building History
Then Now
Link Exchange Cross Promotion
E-mail Links Requests Social Sharing
Paid Links Organic Link Earning
Directory Submissions Curated Lists/Portals
Article Submissions Guest post on highly valued and relevant websites
Blog Comments Authentic community participation
Broken Link Building Mine competitor content & do it better
Link Networks/Farms Grow social network of influencers
 Previously website authority determined by quantity of links
 Now Google determines authority by quality of links

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Why Links are Important
 Indexation & Discovery
 Increased Page Authority
 Increased Brand
Awareness
 Increased Rankings
 Increased Traffic

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Fundamentals of Link Building
SEO Great Content Content Marketing
Calendar
Content CurationSocial Media
Backlink Monitoring
Competitor
Research Analytics
Content Syndication

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Section 2
Link Building
+ Content
Strategy

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Link Building Tactics
Create relevant, industry related
content posted on domain
 www.domain.com/blog
 Publishing calendar with a
consistent cadence
 Use of a core keyword phrase
 Linking strategy
Blog Articles
Resources at
pointit.com/blog

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Use for a visual representation of data
 Ideally used as support for a data heavy blog article
 Supply embed code for use on other websites, which increases link equity
 Promote via social media and influencers that already link to your site
 Leverage existing mailing list
 Look at search trends for ideas.
Infographics
Link Building Tactics
i
Resources at
pointit.com/blog

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Some other tactics that can be impactful for attracting links to your articles:
 Egobait – Mention or reference an industry expert and let them know
 Videos – Embedded videos within your website can help increase traffic and time
on site
 Industry Reports – Demographics and percentages within a specific industry
type
 In-Depth Guides – How To’s or large concepts
ETC
Link Building Tactics
Resources at
pointit.com/blog

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Section 3
Link Building
+ Tech

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• Look for plug-ins for your CMS, such as WordPress. Recommend Yoast’s
WordPress SEO Plug-in
• Use customized values that are specific to Facebook,
Twitter and Google+
Open Graph and Twitter META Tags
Link Building + Tech
Resources at
pointit.com/blog

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Link Building + Tech
Backlink Monitoring
• Understand who is linking to your site
• Use Google’s disavow tool carefully
• Reach out to the website to get the link
removed
• Monitor competition’s backlink profile
• CognitiveSEO, Moz, Ahrefs all offer back
link tools for monitoring
Social Media
• Allow for your content to be shared to
social media platforms
• http://www.addthis.com/ is an example
of social sharing options
• Use a custom bit.ly, ow.ly domain
• Use social media management tools
such as Hootsuite, Sprout Social,
Buffer

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Section 4
Bringing It
Together

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Google is moving away from backlinks
Future of Link Building
Google is actively trying to do away with using backlinks as a measurement of
authority with user engagement and user experience and some measurements of
quality user experience include:
• Mobile Device Usability
• Click-Through Rate/Bounce Rate
• Time on page/site
• Social Shares/Number of comments
• Conversions
Quality links will contribute to the above measurements

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Conclusion
• Link Building, aka Link Earning,
takes time
• View as one piece of Digital
Marketing
• Incorporate SEO, Social Media,
Content Marketing into your overall
Digital Marketing Plan
• Have solid performance reporting
and monitoring in place
Just remember…

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Questions?
A Journey Through
Programmatic Display
May 13th @ 11:00am
Programmatic display can seem complicated.
Let Evan and Sherveen, our programmatic
display experts, guide you through the
mountains, rivers and valleys of this effective
addition to your digital marketing channels.
Register at
http://pointit.co/programmaticwebinar
A link to view a recorded version
of the webinar will be emailed
within 48 hours!
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