Proactive Link Building Tactics

What Works & What Doesn’t in a Post-Penguin World

Presented by: David WallaceCEO/Founder - SearchRank

@DavidWallace

Image Source: http://activeden.net/forums/thread/the-secret-behind-the-featured-files/36818?page=5

Why the Penguins?What the Hell Do “Penguins” Have To Do With Link Building?

Google Penguin is a code name for a Google algorithm update that was first announced on April 24, 2012. The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using black-hat SEO techniques, such as keyword stuffing, cloaking, participating in link schemes, deliberate creation of duplicate content, and others.

Source: http://en.wikipedia.org/wiki/Google_Penguin

or in Layman’s Terms…

@DavidWallace

It’s Another Google Assault on SEOs!

@DavidWallace

Image Source: http://perbear42.deviantart.com/art/Penguin-army-195784808

What No Longer WorksPre-Penguin Link Building

• Paid Links• Sponsored Blog Reviews• Article Marketing• Directories• Comments (did they ever work at all)

Disclaimer:

Paid Links & Sponsored Blog Reviews may still be somewhat

effective but PROCEED WITH CAUTION!

@DavidWallace

What Does Work?Post-Penguin Link Building

• Social Media• Content Marketing

Is That All? Are We Really Down To Just 2 Tactics?

Not Really! There are still a variety of ways to “earn” links.

In fact “101 Ways To Link Build in 2012” is a great resource.

http://www.searchenginejournal.com/101-ways-to-link-build-in-2012/46988/

@DavidWallace

Links With Social MediaUsing Social Media Profiles To Build Links

@DavidWallace

Links With Social Media

Links With Social MediaUsing Social Media Profiles To Build Links

• Set up as many social media profiles as you can• Fill in all information (i.e. real name, URL, location, bio, etc.)• Upload an avatar• Post/publish content where applicable• Get profile URLs indexed

“The Ultimate Social Media Profile Chart”

http://www.searchrank.com/social-media-profile-chart

@DavidWallace

http://knowem.com

Content Marketing - Types• Resourceful Posts (Top 10s, How-Tos, etc.)• Guest Posts• Memes (Ego Bait)• White Papers• Video• Infographics !!!

@DavidWallace

Image Source: Warner Brothers

Infographic Marketing 101• Share on Facebook; consider utilizing Facebook Ads or Promote option under post.

• Share on Twitter; consider utilizing Sponsored Tweets.

• Submit good content to StumbleUpon. Use Paid Discovery to draw more attention.

• Post to your Pinterest, Tumblr & visualize.us accounts. Link back to original.

• Send an optimized press release via online PR sites such as MarketWire & PRWeb.

• Utilize dozens of bookmarking sites including Infographic archives (next slide).

• Reach out to “like-minded” bloggers to see if they will re-post your infographic.

• Utilize “guest blogger” opportunities to re-post your infographics on prominent sites.

• Having a large network of followers (influential status) will help promotion efforts.

• If you lack influence, it might be wise to hire someone who does to share content.

• Include an “Embed This Code!” (http://infographicjournal.com/embed-code-generator/)

@DavidWallace

Infographic ArchivesInfographics Archives/Directories

• Infographic Journal – http://infographicjournal.com/

• visua.ly - http://visual.ly/ (self-serving)

• Cool Infographics - http://www.coolinfographics.com/

• InfographicsArchive - http://www.infographicsarchive.com/

• Infographic Site Dot Com - http://infographicsite.com/

• Submit Infographics - http://submitinfographics.com/

• OMGInfographics - http://www.omginfographics.com/

• The Infographics Showcase - http://www.infographicsshowcase.com/ ($100)

Additional Sites – http://infographicdatabase.com/list-of-infographic-submission-websites/

@DavidWallace

Case Study - Barcodes

• Originally published in April 2012• Over 1,400 Stumbles• Over 100 Tweets; 100 Google+• Over 900 inbound links to date• Ranks # 3 for “how barcode scanners work”

@DavidWallace

Key Takeaways• Marketing is war! Take proactive steps to avoid penalties from

algorithmic updates such as Penguin, Panda and whatever other poor black and white animals will be used to name future updates.

• Many link building strategies that used to work no longer do! If you are going to continue to use these, do so with much caution and understand the risks.

• While there are still many ways to build/earn links and social signals, social media sites and a good content marketing strategy is one of the most proactive ways to accomplish this task.

• Just because you publish good content, doesn’t mean you are going to see droves of traffic. Unless you are a Mashable, strategic promotion is a must!

@DavidWallace

Flying for Penguins Is Not Easy. Neither Is Link Building!

@DavidWallace

Oh Shit! I forgot that I can’t fly!

Be Proactive! Don’t Let Penguins Rob You!

@DavidWallace

Note: None of the Penguins used in this presentation where harmed in any way.

Thank You!

David Wallace

searchrank.com

infographicjournal.com

@DavidWallace

@DavidWallace

SearchRank

SearchRank

bit.ly/A4JQfW

Download This Presentation at:

http://searchrank.com/pubconvegas2012