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1
@RyanJones
@RyanJones
Manager – SEO & Analytics
www.RyanMJones.com
This presentation online:
http://tiny.tw/3iGk
3A Brief History Of Link Buildin
@RyanJones
4
@RyanJones
5
The Evolution of Link Building…
@RyanJones
Directories
Link
Exchange
s
Article
Submissions
Press Releases
Widgets
Infogr...
6
Let’s Talk About Search Engine Penalties
@RyanJones
7
Cutts 1:20:14
Thou Shalt
Not Guest
Blog
@RyanJones
8
My thoughts on guest blogging are pretty transparent
@RyanJones
Here’s How I Reacted To That:
Search Engines want to takes action on:
INTENT… NOT
TACTICS
10
Tactics vs. Strategy
@RyanJones
A strategy is a plan of action with a
goal. It consists of several tactics.
A tactic is...
11
@RyanJones
WHAT IS
YOUR
STRATEGY?
Guest Blogging Is NOT a
Strategy.
Strategies include:
Acquire lower funnel traffic
In...
12
DON’T BE A LINK BUILDING IDIOT
@RyanJones
13
@RyanJones
LINK BUILDING
Evolution vs.
Creation
14
Brand Building
Content Marketing
Press Mentions
“Going Viral”
Social Engagement
These are Earned Links
QUIT CREATING
LI...
15
If You Can Automate & Scale It…
SEARCH
ENGINES
CAN
DETECT
IT
16
This is NOT Link Building
17
Engines Favor Brands
Because Brands Earn Links
Big Brands don’t think of it as “Link Building”
They treat link building...
18
THIS IS HOW I BUILD LINKS
I Turn This:
Into This:
Source: Google Webmaster Tools Crawl Errors Report@RyanJones
19
MEASURING LINK BUILDING
VANITY METRICS:
# of Links
PageRank
Page Authority
LRDs (linking root domains)
BETTER METRICS:
...
FACT:
LINK BUILDING IS
HARD
SO DON’T DO LINK BUILDING:
DO BRAND BUILDING
DON’T GET LINKS.
GET ENDORSEMENTS
BUILD RELATIONSHIPS
22
The Evolution of Link Building…
@RyanJones
Directories
Link
Exchange
s
Article
Submissions
Press Releases
Widgets
Infog...
23
Let’s….
@RyanJones
Linkedin.com/in/jonesy
www.RyanMJones.com
Ryan Jones
Manager – SEO & Analytics
SapientNitro
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Screw Link Building - Clickz Live New York 2014

Screw Link Building - It's about relationships. Ryan Jones presentation from Clickz Live NY 2014. Topics include Google penalties, Matt Cutts photoshops, Link Building History, Analytics, Relationship Building, & Brand Building

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Screw Link Building - Clickz Live New York 2014

  1. 1. 1 @RyanJones
  2. 2. @RyanJones Manager – SEO & Analytics www.RyanMJones.com This presentation online: http://tiny.tw/3iGk
  3. 3. 3A Brief History Of Link Buildin @RyanJones
  4. 4. 4 @RyanJones
  5. 5. 5 The Evolution of Link Building… @RyanJones Directories Link Exchange s Article Submissions Press Releases Widgets Infographics Guest Blogs Blog Comments Forum Signatures Profiles Local / Places Link Triangles Paid Links Youtube/Pinterest 301s & Subdomains
  6. 6. 6 Let’s Talk About Search Engine Penalties @RyanJones
  7. 7. 7 Cutts 1:20:14 Thou Shalt Not Guest Blog @RyanJones
  8. 8. 8 My thoughts on guest blogging are pretty transparent @RyanJones Here’s How I Reacted To That:
  9. 9. Search Engines want to takes action on: INTENT… NOT TACTICS
  10. 10. 10 Tactics vs. Strategy @RyanJones A strategy is a plan of action with a goal. It consists of several tactics. A tactic is a smaller, focused, less impactful action that’s part of a strategy.
  11. 11. 11 @RyanJones WHAT IS YOUR STRATEGY? Guest Blogging Is NOT a Strategy. Strategies include: Acquire lower funnel traffic Increase brand awareness Ask: “what’s the goal of guest blogging?” What’s the goal of rankings? That will lead you to your strategy.
  12. 12. 12 DON’T BE A LINK BUILDING IDIOT @RyanJones
  13. 13. 13 @RyanJones LINK BUILDING Evolution vs. Creation
  14. 14. 14 Brand Building Content Marketing Press Mentions “Going Viral” Social Engagement These are Earned Links QUIT CREATING LINKS. START EARNING THEM
  15. 15. 15 If You Can Automate & Scale It… SEARCH ENGINES CAN DETECT IT
  16. 16. 16 This is NOT Link Building
  17. 17. 17 Engines Favor Brands Because Brands Earn Links Big Brands don’t think of it as “Link Building” They treat link building like any other type of ad: • Is this audience appropriate? • How many eyeballs will see it? • How much traffic should I expect? • Will it convert? • Does it accomplish my campaign goals? @RyanJones
  18. 18. 18 THIS IS HOW I BUILD LINKS I Turn This: Into This: Source: Google Webmaster Tools Crawl Errors Report@RyanJones
  19. 19. 19 MEASURING LINK BUILDING VANITY METRICS: # of Links PageRank Page Authority LRDs (linking root domains) BETTER METRICS: Visitors New Visitors Conversions Unique Referring Domains
  20. 20. FACT: LINK BUILDING IS HARD
  21. 21. SO DON’T DO LINK BUILDING: DO BRAND BUILDING DON’T GET LINKS. GET ENDORSEMENTS BUILD RELATIONSHIPS
  22. 22. 22 The Evolution of Link Building… @RyanJones Directories Link Exchange s Article Submissions Press Releases Widgets Infographics Guest Blogs Blog Comments Forum Signatures Profiles Local / Places Link Triangles Paid Links Youtube/Pinterest 301s & Subdomains Relationship Building & Real Marketing
  23. 23. 23 Let’s…. @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com Ryan Jones Manager – SEO & Analytics SapientNitro

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  • cometton

    Apr. 3, 2014
  • douglasleemiller

    Apr. 7, 2014

Screw Link Building - It's about relationships. Ryan Jones presentation from Clickz Live NY 2014. Topics include Google penalties, Matt Cutts photoshops, Link Building History, Analytics, Relationship Building, & Brand Building

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