Link Building 2014: Shun the Shortcuts to Improve Search Rankings
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Transcript of Link Building 2014: Shun the Shortcuts to Improve Search Rankings
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Linkbuilding: Shun the Shortcuts to Improve
RankingsBryson MeunierDirector, SEO StrategyResolution Media
David ClukaDirector, Digital MarketingBriggs and Stratton
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AGENDA
• What are bad links?• How to find and purge bad links• Finding your niche• The only way to measure link
effectiveness• The right way to get links• Case study: link building strategy
for Briggs and Stratton
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GOOD LINK BUILDING
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4000% increase in visits
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BAD LINK BUILDING
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• “I shall not today attempt further to define the kinds of material I understand to be embraced within that shorthand description ["hard-core pornography"]; and perhaps I could never succeed in intelligibly doing so. But I know it when I see it, and the motion picture involved in this case is not that. [Emphasis added.]”
—Justice Potter Stewart, concurring opinion in Jacobellis v. Ohio 378 U.S. 184 (1964), regarding possible obscenity in The Lovers.
MOST BAD LINK BUILDING NOT HARD TO DETECT
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Anything that seeks to exploit
loopholes in Google’s ranking
algorithm
Anything that’s paid but made to
look as if it’s earned
BAD LINKS FALL IN TWO CATEGORIES
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ADVERTORIALS
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Anything that’s paid but made to
look as if it’s earned
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PAID LINKS
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Anything that’s paid but made to
look as if it’s earned
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PRESS RELEASE SPAM
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Anything that’s paid but made to
look as if it’s earned
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•Widgets or footers with overly optimized anchor text• Low quality directories• Blog comment spam• Article marketing• Automated linkbuilding• Excessive reciprocal links
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Anything that seeks to exploit
loopholes in Google’s ranking
algorithmFull, evolving list at https://support.google.com/webmasters/answer/66356?hl=en
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IF YOU HAVE BAD LINKS
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NOT
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IF YOU HAVE BAD LINKS
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GET THEM IN GOOGLE WEBMASTER TOOLS
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SOFTWARE/SERVICES FOR REMOVING BAD LINKS: REMOVEEM
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SOFTWARE/SERVICES FOR REMOVING BAD LINKS: LINKQUIDATOR
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• Open Site Explorer• Majestic SEO• AHrefs
USE SITE EXPLORERS TO UNCOVER OVER OPTIMIZED ANCHORS
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LOOK FOR UNNATURAL PATTERNS IN HISTORICAL LINKS
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DISAVOW & REQUEST RECONSIDERATION
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AVOID MAKING MESSES AND THERE’S NOTHING TO CLEAN UP
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There are no shortcuts to link building for SEO.
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The best link builders earn links by building relationships and creating content that people are compelled to share.
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• Mine competitor links, shares and mentions for relevant content• BrightEdge• OpenSiteExplorer • FreshWebExplorer• FollowerWonk
• Sort BrightEdge backlink performance report by # of competitors with backlinks from this domain for more relevant links
FINDING YOUR NICHE
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•No directories that don’t fit the brand•No guest blogs that don’t fit the brand•Only sites that qualified searchers actually visit
SET STANDARDS FOR LINK TARGETS
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MODELING AUDIENCE NEEDS FROM BIG DATA
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LINKBUILDING FOR SPECIFIC PERSONAS
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The only way to measure link effectiveness is…
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QUALIFIED SEARCH AND REFERRAL TRAFFIC
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•Domain Authority/Trust•Page Authority/Trust•PageRank•Organic search rankings•Number of links acquired
FORGET THESE LINKBUILDING KPIS
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• Would my target audience feel compelled to share the content I’m promoting with their social circles without outside prompting?
• Do all my partners link to the content I’m promoting? Why not?
• Would a link from this site create referral traffic that might visit the site I’m promoting more regularly?
?ASK THESE QUESTIONS INSTEAD
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If the answer to any of these questions is
No
how do you turn it into a
Yes?
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CONTENT
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=≠
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• And yet is not visible in search…
0% of
traffic from non-brand keywords, December 2013*
BEETLE.COM WINS WEBBY FOR QUALITY SITE
32*Source: SEMRush, 1/30/2014
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THIS IS CONTENT
33Found on https://www.google.com/insidesearch/howsearchworks/fighting-spam.html, 1/31/2014
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INFORMATIVEAUTHENTICUSEFULEMOTIONALCONTROVERSIALUNIQUECOMPREHENSIVEDARING
+ACCESSIBLECONNECTEDUSING SEARCHER QUERIES IN PLACES WHERE GOOGLE UNDERSTANDS THEM
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= King/crown picture
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BRIGGS & STRATTONLinkbuilding Strategy Case Study
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Would my target audience feel compelled to share the content I’m promoting with their social circles without outside prompting?
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FOCUS ON CUSTOMER PERSONA’S NEEDS
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FOCUS ON CREATING RELEVANT CONTENT WITH BLOG
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CREATING RELEVANT CONTENT WHERE CONSUMERS ARE
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USING GOOGLE TRENDS TO FIND NEW CONTENT OPPORTUNITIES
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IMPROVING AUTHENTICITY WITH AUTHORSHIP
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Do all my partners link to the content I’m promoting? Why not?
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AVOIDING FORM LETTERS
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REAL PEOPLE BUILDING REAL RELATIONSHIPS
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Chris Kovac
Marketing Manager - Digital Channel and Mass Lawn & Garden at Briggs & Stratton
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CONTENT SUGGESTIONS TO PARTNERS
Under Lawn Mower Buying Guides, consider adding an article about the importance of an
engine in outdoor power equipment
The page should:• Call out which
lawnmower engine brands are available in products at Home Depot
• Link to those engine brands
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• Proposed co-branded Hangout with large retail partner
• Suggested an engines matter page to another large retail partner
• Value add for both businesses, and for searchers
REAL COLLABORATION WITH PARTNERS
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Would a link from this site create referral traffic that might visit the site I’m promoting more regularly?
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OLD ARTICLES DON’T GET MUCH RELEVANT TRAFFIC
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SEO AND PR INTEGRATION
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SEO PR
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CREATING RELEVANT CONTENT WHERE CONSUMERS ARE
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FIND RELEVANT INFLUENCERS ACCORDING TO PERSONA INTERESTS
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ENGAGE FIRST SOCIALLY BEFORE SENDING EMAIL
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MEASURE REFERRAL TRAFFIC
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Bryson MeunierDirector, SEO StrategyResolution [email protected]
David ClukaDirector, Digital MarketingBriggs and Strattonwww.briggsandstratton.com
THANK YOU!