Smart Group - Linkbuilding for SEO


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Smart Group - Linkbuilding for SEO

  1. 1. (Link building for SEO)<br />
  2. 2. History of Links – Why It’s Important<br />Types of Links<br />Good vs. Bad Links<br />Finding Quality Links<br />Links for Traffic vs. Links for SEO<br />(Summary)<br />
  3. 3. Internal Content Structure (Siloing)<br />Myths Around Linkbuilding<br />Techniques For Asking For A Link<br />Link Bait (Viral Content)<br />(Summary)<br />
  4. 4. Origin concept of a ‘hyperlink’ was created in an article by Vannevar Bush “As We May Think”… in 1945 (Wikipedia)<br />Vannevar Bush 1945<br />(A History)<br />
  5. 5. Links are the currency of the internet. Google results are delivered based on perceived relevance to a search query….<br />Plain English = “Survival of the Most Relevant”<br />Technical = Larry Page (PR Formula)<br />(Why Do We Care?)<br />
  6. 6. “…at least 130 + other factors.”<br />(Larry Page Rank Formula)<br />
  7. 7. The Last Five Years<br />Source: Nielsen NetRatings<br />(The Engines)<br />
  8. 8. Search engines discover new content via links<br />Links are signs of trust <br />Trust can aggregate into authority <br />Authority can influence rank <br />Users associate rank with quality <br />Trust + authority + rank + quality = relevancy, which is a key factor in conversion <br />(Why Links?)<br />
  9. 9. Inbound: <br />A client links to your site from their site<br />You comment on a blog with a link to an onsite article<br />The national AAF organization links to your business<br />Outbound/External<br />You link to Wikipedia<br />You link to your partner sites<br />Internal<br />Link to your contact form<br />(Types ofLinks)<br />
  10. 10. Good = White Hat<br />“Important, authoritative people need to say something (preferably with your keywords) about you (as many as possible). Credit is given to quantity and QUALITY.”<br />(Good vs. Bad Links)<br />
  11. 11. Bad = Black Hat<br />“Used to spam Google and can get you kicked out of the index in a jiffy. Techniques include: doorway pages, link farms, cloaking.”<br />(Good vs. Bad Links)<br />
  12. 12. Courtesy of Audette Media<br />(Finding Quality Links)<br />
  13. 13. (Exercise)<br />Pick a neighbor and work together to make a list of five prospective links for your site (for each of you!)<br />
  14. 14. (Traffic vs. SEO)<br />Not all good links are strictly for SEO, even ‘no follow’ links are worth pursuing if they drive traffic to your site, which end up in conversions!<br />blogs, Twitter, Facebook, etc.<br />Check for no follow links!<br />
  15. 15. Content Trees<br />Cars<br />(StrategicContent Structure)<br />
  16. 16. Content Trees<br />Cars<br />Chevy<br />(StrategicContent Structure)<br />
  17. 17. Content Trees<br />Cars<br />Chevy<br />Corvette<br />(StrategicContent Structure)<br />
  18. 18. Content Trees<br />Cars<br />Chevy<br />Corvette<br />Convertible<br />(StrategicContent Structure)<br />
  19. 19. Myth #1<br />Linking to other sites will ‘leak’ your Page Rank and you shouldn’t do it.<br />VERDICT  MYTH!<br />(Mythbusters)<br />
  20. 20. Myth #2<br />Don&apos;t get links from low PR sites<br />VERDICT  MYTH!<br />(Mythbusters)<br />
  21. 21. Myth #3<br />Don’t Buy Links<br />VERDICT  BE CAREFUL<br />(Mythbusters)<br />
  22. 22. How Google can tell Paid Links<br />Labels/content in proximity to Ads/Sponsors<br />Information on the page “how to buy a link.” <br />Relevance of nearby links/copy. <br />Paid agency code footprint. <br />Someone reports you. <br />(Mythbusters)<br />
  23. 23. Safe Examples of Paid Links<br />Ask bloggers for reviews of your product. <br />Sponsor a site, event or contest. <br />Donate to a site, event or contest. <br />Create a contest where entries require a post or link back. <br />(Mythbusters)<br />
  24. 24. Yahoo Site Explorer<br />Firefox Plugins Like:<br />SEO Book<br />Search Quake<br />Web Analytics<br />(Who Links To You?)<br />
  25. 25. Personal is better (than automated)<br />Be specific where the link should be (niche related)<br />Provide anchor text (ex: read more on linkbuilding vs. Smart Solutions Link Building Techniques) and alt text<br />Double check web address/URL provided<br />(Asking for a Link)<br />
  26. 26. The best way to build links is to create something that others want to link to!<br />(Build Links During A Recession)<br />
  27. 27. A great example of link bait: SEO Book’s 101 Ways To Build Link Popularity<br />Create a ‘List’, quality content, surveys, join the chamber, blog, DMOZ, old fashioned PR, VIDEO!, tools, contents, giveaways, samples, white paper download, extension or plugin, interviews, games, controversial content, events.<br />(Link Bait)<br />
  28. 28. Where to start a Link building Campaign;<br />Advanced Link Building;<br />Link Development vs. Traffic Development and Staying with the Times<br />The Right honorable Matt Cutts on Link baiting;<br />Unconventional Link building techniques<br />Link Building Fundamentals: A Primer<br />(Link Resources)<br />
  29. 29. Like blogging, link building is a slow process with many rewards.<br />Be creative! Give something to get something typically works.<br />Play nice, play by Google’s rules and don’t risk getting booted by Matt Cutts!<br />Make a goal – write it now!<br />(Final Thoughts)<br />