Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Link Building ROI: How We Grow Businesses by Learning from Failures

1,686 views

Published on

Billy Adams, Link Development Manager at Vertical Measures, discusses some of the challenges his team has faced first hand, and how they have made improvements to ensure clients are getting the best possible service and highest return on their investment.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Link Building ROI: How We Grow Businesses by Learning from Failures

  1. 1. Link Building ROI How We Grow Businesses by Learning from Failures
  2. 2. About Billy • Boston Native • Vertical Measures for 3 years • Aspiring scratch golfer • Focus on SEO, Backlinks • Current Role: SEO Link Development Manager 2
  3. 3. Table of Contents • A Brief History of Link Development • What Makes Quality Links and Content • Challenges of Hiring an Agency • Challenges with Executing Link Development • Reasons Why People Fail at Link Development • Key Areas We’ve Improved Over the Past Year • Our 2018 Success 3
  4. 4. +Business Growth = Traditional Marketing Presence 2018 Formula for Business Growth Organic PresencePaid Presence Great Content Relevant/Quality Links $$$ 4 Digital Marketing Presence
  5. 5. History of Link Building • 1998: Google Founded • 1999: Link Exchanges • 2000: E-mail Link Requests • 2001: Directory Submissions • 2003: Blog Comments • 2006: Paid Links • 2007: Link Networks • 2009: Guest Blogging • 2010: Broken Link Building • 2011: Algorithm Update: Panda • 2011: Press Releases • 2012: Blog Networks • 2013: Content Marketing • 2012: Algorithm Update: Penguin • 2013: Algorithm Update: Hummingbird 5
  6. 6. Do Links Still Matter? 6 What Google is Saying What Industry Studies are Saying What We See in the Data
  7. 7. Do Links Still Matter? “I can tell you what they are. It is content. And it’s links pointing to your site.” – Andrey Lipattsev, Search Quality Senior Strategist, Google (March 2016) “RankBrain is one of the ‘hundreds’ of signals that go into an algorithm that determines what results appear on a Google search page and where they are ranked. In the few months it has been deployed, RankBrain has become the third-most important signal contributing to the result of a search query” – Greg Corrado, Senior Research Scientist, Google (October 2015) 7
  8. 8. Do Links Still Matter 8 https://www.verticalmeasures.com/search-optimization/drama-over-googles-meta-description-tag-length-continues/
  9. 9. Do Links Still Matter? “To our knowledge, this is the largest analysis of Google’s search results ever conducted. Our four data partners for this study were SEMRush, Ahrefs, SimilarWeb, and MarketMuse. We also looked at 1 million unique webpages via Alexa’s API. Additionally, we built our own application to crawl 1 million webpages for many onsite ranking factors (for example, a page’s word count). 9
  10. 10. Do Links Still Matter? “Google wants to see several different sites endorsing your page. And the more domains that link to you, the more endorsements you have in the eyes of Google. In fact, the number of unique referring domains was the strongest correlation in our entire study. Key Takeaway: Getting links from a diverse group of domains is extremely important for SEO.” Download: PDF Report 10
  11. 11. Do Links Still Matter? Site B generated over 30X as much traffic as Site A Site A Site B Site A Site B • 1 Link Built • 1 Piece of Content Created • 37 Links from 36 Referring Domains • 5 Pieces of Content Created • 7 .edu domains 11
  12. 12. Do Links Still Matter? Site A Site B 12
  13. 13. Do Links Still Matter? Site A Site B Site A Site A Site B Site A: +4 DA Points Site B: +16 DA Points Site B 13
  14. 14. The Vertical Measures Link Building Philosophy “What is the future of link building?” It’s a question we’re being asked a lot here in the last six months based on personal search results, Google+ being rolled out, Google Plus Your World, social media, so on and so forth. And my answer is it’s still pretty darn important. I think it’s going to be important for years to come. But what we are doing with our clients is recommending they look at two different approaches for link building. One is the kind of link building that’s been going on for years, and we probably call that manual link building, where you’re actively, proactively seeking out sites that would link back to you. We do that quite a bit for our clients, and I recommend everybody continue to do that. They absolutely count as votes for your site. But the other thing I would start to work into your link building mix as we go forward is link attraction. Create some really, really good content, whether it’s a free guide or an infographic or maybe a top ten list and get out and promote that content through your social media channels, and that by itself is going to draw links to your site, either directly from other bloggers or from these social media sites that you’re interacting with. So, as far as the future of link building goes, I think it’s safe. I think you need to continue to invest in that to help with your overall SEO rankings and to send traffic to your site.” - Arnie Kuenn, February 2012 14
  15. 15. The Vertical Measures Link Building Philosophy • Content is King • Relevancy • Low link-to-domain ratio • Personalized Outreach • Quality 15
  16. 16. What Makes a Quality Link? • Relevancy 16
  17. 17. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings 17
  18. 18. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings • Indexation 18
  19. 19. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings • Indexation • Authority Metrics 19
  20. 20. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings • Indexation • Authority Metrics • Timing • New piece of timely content + single timely link • 4 referring domains • 2,626 referral sessions from one site • 25% of all traffic was coming from this one site over this period • Ranking for 20 page 1 keywords 20
  21. 21. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings • Indexation • Authority Metrics • Timing • Location 21 PRO TIP ALERT!!!
  22. 22. What Makes a Quality Link? • Relevancy • Traffic/Keyword Rankings • Indexation • Authority Metrics • Timing • Location • Anchor Text 22
  23. 23. What Makes a Quality Linkable Asset? • Non-brand promotional https://www.computerscience.org/ • Adds value to a customer’s journey • Great structure 23
  24. 24. What Makes a Quality Linkable Asset? https://www.computerscience.org/resources/women-in-computer-science/ 24
  25. 25. What Makes a Quality Linkable Asset https://www.computerscience.org/resources/computer-programming-languages/ 25
  26. 26. What Makes a Quality Linkable Asset? https://www.computerscience.org/resources/women-in-computer-science/ • ~4,700 monthly visitors • Ranking for 2,770 keywords • 46 keywords on page 1 • 82 Referring Domains https://www.computerscience.org/resources/computer-programming-languages/ • ~1,000 Monthly Visitors • Ranking for 1,250 Keywords • 47 Keywords on Page 1 • 212 Referring Domains 26
  27. 27. What Makes a Quality Linkable Asset? https://www.verticalmeasures.com/link-building/is-your-content-a-link-asset/ 27
  28. 28. What are the Best (Paid) Tools for Link Building? 28
  29. 29. What are the Best (Free) Tools for Link Building? 29
  30. 30. Vertical Measures Link Building Tool 30
  31. 31. What Should an Average Month Look Like for a Link Builder? 0 10 20 30 40 50 60 DA PA TF Average Link Quality Mean Median 0 5 10 15 20 25 30 35 40 Jan Feb March April May June Average # of Links Quality • Average DA of 51.82 • Average PA of 28.86 • Average TF of 33 • 47%+ .org/.gov/.edu Quantity • 25-40 Links (to unique referring domains) • 1 email sent every 15-20 minutes • 1 link every 15-20 emails sent 31
  32. 32. Challenges with Hiring an Agency for Link Building • Hard to understand the value you are getting • Placement heavy • Billable hours • Lack of strategy • Brand risk 32
  33. 33. Challenges with Executing In house Link Building • Not efficient for people that wear many hats • Tools • Cross-industry experience • Content creation 33
  34. 34. Reasons Why People Fail at Link Building • URL Restrictions • Lack of Linkable Content • Project-based • No Foundation of SEO • Setting Realistic Expectations 34
  35. 35. Changes We’ve Made • Real-time tracking • Real-time approvals • Content Strategy • Measurement • Process • ROI • Outreach Platform 35
  36. 36. Performance-based Pricing Structure What is it? • Client sets budget amount • Our team builds as many links as possible toward the budget amount • Each DA tier is set with a specific dollar amount Benefits • Mitigates risk of the investment • Helps client understand the type of ROI they will be getting DA Tier Tier Value Higher DA $$$ Medium DA $$ Lower DA $ Performance-Based Pricing 36
  37. 37. • Lack of content Performance-based Pricing Structure Who is this a Good Fit For? • Businesses that are dedicated to creating and publishing content with a regular cadence • Businesses that are in an industry where content is a necessary part of the customer journey Who is this a Not Good Fit For? • URL restrictions on site • Niche Markets DA Tier Tier Value Higher DA $$$ Medium DA $$ Lower DA $ Performance-Based Pricing 37
  38. 38. 2018 Success 38
  39. 39. 2018 Success No paid links 39
  40. 40. 2018 Success 40
  41. 41. Keys to Starting a Link Development Team • Foundation of SEO • Team’s Knowledge • Best Practices • SEO Audit, Backlink Analysis • Strategy • Content Creation • Top of the Funnel Content • Customer Journey • Measurement • Process • Tools • Hiring • Sales position • Opportunity • Leverage all pages 41
  42. 42. Further Reading https://www.verticalmeasures.com/link-building/top-100-link-building-resources/ https://www.verticalmeasures.com/link-building/strategy-before-development/ https://www.verticalmeasures.com/link-building/the-best-tools-for-link-building/ https://www.verticalmeasures.com/link-building/what-is-link-building/ https://www.verticalmeasures.com/link-building/how-to-write-effective-link-building-outreach/ https://www.verticalmeasures.com/link-building/what-is-a-link-asset/ https://www.verticalmeasures.com/link-building/how-to-leverage-a-linkable-asset/ http://info.verticalmeasures.com/future-seo-2018 (2018 AMA Spectrum Awards – eBook/Whitepaper of the Year) 42
  43. 43. THANK YOU FOR YOUR TIME! Vertical Measures 11201 N. Tatum Blvd, Suite 350 Phoenix, AZ 85028 602-314-3460 info@verticalmeasures.com www.verticalmeasures.com Twitter: @BillyB0ston Linkedin: linkedin.com/in/williampauladams
  44. 44. Q&A 44

×