Why Every Marketer Needs A New Link Building Strategy


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Why Every Marketer Needs a New Link Building Strategy. Arnie Kuenn's presentation to the MnSearch organization in Minneapolis on 4-24-12.

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Why Every Marketer Needs A New Link Building Strategy

  1. 1. Why Every Marketer Needsa New Link Building StrategyARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
  2. 2. @ArnieK #MnSearch #About Your Presenter…• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Marketing Services• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing Available on Amazon
  3. 3. @ArnieK #MnSearch #Few Questions…• How many of you are SEOs?• How many of you are link builders?• How many of you hate link building?• How many of you are here to learn the secret to easy, powerful link building?
  4. 4. @ArnieK #MnSearch #
  5. 5. @ArnieK #MnSearch #Why Invest In Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
  6. 6. @ArnieK #MnSearch #Optimization – Core Elements• Content is found through social media and search engines – so optimize it!• Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. URL structure (short & include KW’s) 7. Page load times
  7. 7. @ArnieK #MnSearch #Search Optimization Elements
  8. 8. @ArnieK #MnSearch #Biggest Factor is Still Inbound Links• The best links: – Are from trusted sites – Have proper anchor text – Have varied anchor text – Are from many different domains – Determined editorially• Some standards to look for: – Link within relevant content – Page that receives traffic & is cached – Page that has inbound links – Do Follow
  9. 9. @ArnieK #MnSearch #What are Bad Links?• Multiple links to same site from same page• From same pages that have PPC – porn, pills and casino links• Non-relevant or spammy footer links• Links from networks• Links on obvious links pages• Forum or blog comment spam• Too much exact anchor text
  10. 10. @ArnieK #MnSearch #Manual Link Building• Identify low hanging fruit – Internal links – Blog & forum participation (next slide)• Ask your clients & suppliers for links! – Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link• Article or blog post placement• Purchase or rent links (caution!)
  11. 11. @ArnieK #MnSearch #Google’s Discussions in Search
  12. 12. @ArnieK #MnSearch #Manual Link Building• Link Recovery or Reclamation• Widgets or Badges• Competitive research for similar content
  13. 13. @ArnieK #MnSearch #Manual Link Building• Use search operators to find opportunities – allintitle:hiking boots – allinurl:hiking boots – allintext:hiking boots – hiking boots guest blog post writer – hiking boots submit article – hiking boots submit post – hiking boots submit blog post http://bit.ly/7waysKW
  14. 14. @ArnieK #MnSearch #More Search Queries…• Industry/Niche+Jobs (e.g. https://www.google.com/search?q=graphic+design+jobs)• Industry/Niche+Jobs+City (e.g. https://www.google.com/search?q=zookeeper+jobs+florida)• Industry/Niche+Employers (e.g. https://www.google.com/search?q=publishing+employers)• Industry/Niche+Recruiting (e.g. https://www.google.com/search?q=financial+recruiters)• City+Job+Board (e.g. https://www.google.com/search?q=denver+job+board)• City+Job+Postings (e.g. https://www.google.com/search?q=denver+job+postings)http://www.seomoz.org/blog/nonintuitive-search-queries-resources-for- link-building
  15. 15. @ArnieK #MnSearch # Guest Authoring• Guest Author (e.g. https://www.google.com/search?q=%22guest+author%22)• Industry/Niche+Guest+Author (e.g. https://www.google.com/search?q=recipe+%22guest+author%22)• Industry/Niche+Guest+Writer (e.g. https://www.google.com/search?q=fashion+%22guest+writer%22)• Industry/Niche+Guest+Contributor (e.g. https://www.google.com/search?q=scifi+%22guest+contributor%22)• Industry/Niche+Guest+Editorial (e.g. https://www.google.com/search?q=cars+%22guest+editorial%22)
  16. 16. @ArnieK #MnSearch #Link Attraction for Great Backlinks!• Links are given freely based on content that is so good, that it gets referenced on many websites.• Create Interesting, Fun, Engaging Content – Quality Links from a variety of sources – Natural, editorially given links – Generate traffic to your website – No Risk!
  17. 17. @ArnieK #MnSearch #Many Types of Content Attract Links
  18. 18. @ArnieK #MnSearch #They Don’t All Have to Be Grand Slams Hit a bunch of singles!Here are several “non-brand” examples….
  19. 19. @ArnieK #MnSearch #Videos Attract Links 5,473 backlinks from 54 unique domains
  20. 20. @ArnieK #MnSearch #Interviews Attract Links133 backlinks from 47 unique domains 35 backlinks from 16 unique domains
  21. 21. @ArnieK #MnSearch #Free eBooks Attract Links 208 backlinks from 57 unique domains
  22. 22. @ArnieK #MnSearch #Contests Attract Links 282 backlinks from 36 unique domains
  23. 23. @ArnieK #MnSearch #Infographics Attract Links 77 backlinks from 33 unique domains
  24. 24. @ArnieK #MnSearch #Lists Work Really Well 147 backlinks from 43 unique domains http://www.verticalmeasures.com/link-building/top-100-link-building-resources/
  25. 25. @ArnieK #MnSearch #Solid Blog Posts Attract Links 1,173 backlinks from 510 unique domains Grand Slam!
  26. 26. @ArnieK #MnSearch #
  27. 27. @ArnieK #MnSearch #
  28. 28. @ArnieK #MnSearch #Key Findings• Posts with videos included will attract almost 3 times more ILDs than a plain text post.• Posts with all three media types (videos, images, and lists) will attract almost 6 times more ILDs than a plain text post.• Posts with between 1800 and 3000 words will attract more than 15 times more ILDs than a post with less than 600 words.
  29. 29. @ArnieK #MnSearch #What About Social Media?• Mentions & Shares are signals (especially G+)• Citations influence the rankings for your website• Provide Backlinks (but short term value)• Helps with promoting content to get additional links (link attraction)
  30. 30. @ArnieK #MnSearch #Link Attraction - Summary • Be patient and keep producing engaging content • Don’t count on the viral effect, you can’t force it • Think long-tail and solve your customers problems with your content • Promote the good stuff • Do the math!
  31. 31. @ArnieK #MnSearch #Wrap Up• Backlinks and social mentions are critical to search rankings• Try to split your link building efforts/budget – 50% Manual Link Building – 50% Link Attraction through content development and promotion• Optimize Your Content! – Title Tags, Meta Descriptions and H1 are critical• It’s all about engaging content now!
  33. 33. @ArnieK #MnSearch # Questions?More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com