5 Link Building Strategy Essentials

Implement These 10SEO Tips, You MustPart 2

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About SEO.com

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Kristy NG

http://www.linkedin.com/in/kristyng

SEO Manager

Link Building Strategy

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5 Fundamentals

5 Link Building Fundamentals

1. Have a Plan You Must2. Put People First You Should3. Nitty Gritty SEO… Yes4. Stay Active You Must5. Overdo It You Must Not

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1. Have a Plan You Must

Have A Plan: Know Your Link Portfolio

• SEO History• Backlink Attributes

– Branded vs. Non-Branded– Diverse Domains– Anchor Text– Quality vs. Quantity

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Have A Plan: Know Your Industry

• Industry blogs – Thought leaders

• Forums– Building relationships

• Q&A Sites

• Competition

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Have A Plan: Know Your Consumer

Understand Purchase Behavior

– Length of purchase cycle

Needs Awareness

Information Search

Evaluating Alternatives

Purchase Decision

Post Purchase

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Have A Plan: Know Your Consumer

• Social Networks

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Have A Plan: Know Your Consumer

• Pinterest Demographic

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Have A Plan: Know Your Consumer• Google+ Demographic

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Have A Plan: Develop A Strategy

Set Goals

Understand Your

Consumer

Research

Develop Strategy

Implement

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2. Put People First You Should

Put People First: Know Your Consumer

• How to reach your consumers– Relevant blogs– Social networks

• Types of content – On vs. Off Your Site

• Videos • Infographics• Blog Posts• Guides

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Put People First: Link Bait Types

• Infographics• Instructographics• Video• Memes• Ecards• How To Guides• Top Lists

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Put People First: Link Bait Goals

• Increased visibility• Social shares• Increased brand

awareness• Increased traffic• Increased conversions

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3. Nitty Gritty SEO… Yes

Nitty Gritty SEO: Quality vs. Quantity

Quality • Useful content (how to guides)• Link bait (infographics, mini graphics, video)• Links for users • Time• Creativity

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Nitty Gritty SEO: Relevance vs. Authority

• Relevance– Use of anchor text– Relevance of site vs. page

• Authority– Use of branded– Third party affiliations

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Nitty Gritty SEO: Follow vs. No Follow

PR 6

PR 0 PR 2 PR 2 PR 2

NO FOLLOW

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4. Stay Active You Must

Stay Active: Reasons

• Sustaining success• Increased visibility• Industry changes• Creativity• Competition• Trends

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Stay Active: Utilize Employees and Partners

• Employees– Guest blogging– Blog commenting– Industry communities

• Partners/Sponsorships – credibility by association

• Integration into company policies– Training– Ongoing link building

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Stay Active: Blog Engagement

• Build relationships• Interact with readers• Future opportunities

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Stay Active: Blog Posts

Things To Consider:• Understand your industry• Understand your target market• Write great content

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5. Overdo It You Must Not

Don’t Overdo It: Avoid Link Penalties

How To:

• Put people first • Google’s terms and conditions• Avoid site wide links• Build your brand• Diverse anchor text• Credible links• Useful links• Diverse link portfolio

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Don’t Overdo It: Quality vs. Quantity

Quality – Long-term success– Sharable/useful content– Fall in line with goals– Time

Quantity – Quick wins– Ease of acquisition– Attributes for ranking Quality

Quantity

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Don’t Overdo It: Anchor Text

• What is natural?– Branded– Click here– Website

• Exact match• Partial match• Branded• Content around links

SEO Campaign

General

Keyword Specific

Successful Campaign

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Don’t Overdo It: Anchor Text

• Anchor Text Distribution

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71%

8%

21%

Walmart

BrandedGenericKeyword

67%

17%

16%

Sole Sports

BrandedGeneralKeyword

Don’t Overdo It: Domains/IPs

• Diversification Increased Visibility & Value

0 1 2 3 4 5 6 70

1

2

3

4

5

6

# Links Per Unique Domain

Valu

e

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Don’t Overdo It: Diversification

• Think about people• High and low quality• Different types of link

building• Be genuine• Google algorithm changes

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Questions?

Kristy NG

http://www.linkedin.com/in/kristyng

SEO Manager

Thank You

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