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Link building in competitive industries


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Presentation by Tim Grice at ionSearch, Leeds. Explores recent link algorithm changes and how your link building strategy needs to change in line with it. Also looks at processes for developing and delivering natural links.

Published in: Business, Technology, Design

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Link building in competitive industries

  2. 2. Unnatural Links• In March Google made the biggest change ever to how they handle links o Over 1 million unnatural links messages in WMT o Ranking drops hit 2-3 weeks later o Link clean up needed before re-consideration should be sent
  3. 3. Our Experience• 50 sites have contacted us specifically about the message• Clean up is difficult as spam sites rarely have contact info• Legacy SEO agencies may not co-operate in the removal of links• We‟ve been looking for common networks – one site had used an outsourcer to place links across 650 domains, payment had to be made for removal• Google are detecting/penalising blogs selling posts
  4. 4. Which links are bad?• If you‟ve got the message then you need to remove every link that was built for SEO purposes as Google will look closely at your link profile during reconsideration• For other sites it‟s very important to reduce the percentage of keyword anchor text – this means actively making changes ASAP to your link profile if you are at risk• Paid blog posts on low quality blogs, sidebar links, footer links, forum profile links, article directory links etc. are all very dangerous now
  5. 5. Paid Link Profile
  6. 6. Building a Natural Profile
  7. 7. Choose Landing Pages Not Keywords• Do keyword research• Allocate keywords to landing pages• Prioritise pages by sum of keyword search volume• Vary anchor text across all keywords• Mix in brand variations for good measure Google wants to rank the best result
  8. 8. Improve the site by adding content
  9. 9. Send To Your Writers
  10. 10. Vary Anchor Text
  11. 11. Variation in Action!
  12. 12. Anchor Text• Decide on 10 – 15 keywords per page• Use „Brand‟ and „Noise‟ signals• Use the Google Keyword tool/Suggest/Related Searches
  13. 13. Social Signals•• Good content always gets far fewer links than it gets social shares• Make sure that you build social shares at the same time as you get links to make your link building appear natural
  14. 14. Competitor Analysis• Use search metrics to find most shared content
  15. 15. Tweets as Links? • Giveaways and competitions • 1872 tweets • 10th most shared page
  16. 16. Infographics • 66 links • 119 Tweets • 115 Facebook likes
  17. 17. Link ability vs. Share ability Share Ability Link Ability
  18. 18. „Fresh Rank‟• Google wants up to date content• A page can be deemed „fresh‟ through inbound links• Links placed in „crawled‟ content have low value
  19. 19. Freshness Test
  20. 20. Time To Get Worthy
  21. 21. Link Worthiness Price Point Unique Data Content Website Commentary Social Insight
  22. 22. Think Referral, Not Link• Why would this site refer traffic to me?• Does the content refer as well as link to my site?• How did I earn the link? Links have to be justified in order to look natural
  23. 23. Link Building Processes
  24. 24. Link Building processCompetitor Search Shortlist QA Analysis Google sites process Content PitchPlace links Story ideas production stories QA Promote Track links process links
  25. 25. Authority Comparison
  26. 26. The News Method News Shortlist Press Brainstorm Target Sites Release Blog Roll Premium Social Out Post Publish
  27. 27. Creating Social Hit list• List all info graphic sites• List all industry blogs• List all sites that have published a similar info graphic in the past o Find using search o Find using “search by image”• Seed by asking influential users to share via social media
  28. 28. Summary• Remove unnatural links• Address anchor text balance• Focus on being link worthy• Great sites generate shares as well as links• Processes to focus on quality and natural signals
  29. 29. Questions?• &•••• We do free link analysis and link strategy for those who email me