The Art and Science of Building Links By Janet Driscoll Miller
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Transcript of The Art and Science of Building Links By Janet Driscoll Miller
Janet Driscoll Miller, President & CEO Marketing Mojo
LINK BUILDINGFUNDAMENTALSThe Art & Science of Building Links
@janetdmiller#SMX #13DCopyright 2017 Marketing Mojo
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Linking Types
Inbound(Backlinks) outbound
internal
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
What We Will Cover:
• InboundLinks• LinkPopularity• UnnaturalLinks• PenaltiesandDisavow• Tactics
• OutboundLinks• InternalLinks
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Algorithms & Link Popularity
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#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
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Search Engine Popularity in the US
Google64%
Bing22%
Yahoo12%
Other2%
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Copyright 2017 Marketing Mojo
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AuthorshipRemoved
“In the News”Box
PenguinEverflux
AuthorshipPhoto Drop
PageLayout
Panda4.1
Pigeon Expands(UK, CA, AU)
Payday Loan 3.0
Penguin3.0
UnnamedUpdate
Panda4.0
Pigeon
Pirate2.0
PaydayLoan 2.0
HTTPS/SSLUpdate
Most of the changes/filters added are done to help DEFINE, EVALUATE and RATE links and the pages they come from.
Imagefrom:www.blog.agriya.com
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#SMX #12D @janetdmiller
What Is Link Popularity?• Linkpopularitymeasuresthequalityandquantityof
linkspointingtoawebpage.
• Consideredanoff-pagefactor.
• Enginesweighoff-pagefactorsmoreheavilythanon-page.
• SLANG:LinkJuice,LinkLove,LinkPop,LinkEquity
ItisNOT justthenumberofbacklinkspointingtoawebpage.
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Four Components of Link Popularity
Quantity
Quality
Relevance
AnchorText
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Link Quantity Thenumberoflinkspointingtoawebpagefrom“outside”ordifferentwebsite/pages
YourWebpage(website)
WebpageA
WebpageB
WebpageC
WebpageD
WebpageE
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Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
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Link QualityDeterminedbytheauthority/trust/popularityofthehostpages/sitesandthesiteslinkingtothem.
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#SMX #12D @janetdmiller
What Makes A Page “Quality”Characteristics:
• Rankwell
• Showtopicexpertise
• Answerquestions
• Trusted
• Linkedtofrequentlybytrustedsources
• Clickedonfrequently
• Highreliability
• Relevanttothequery
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Relevance Whatisyourpagetalkingabout?
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RelevanceInboundlinksfrom“similar”sitesbest
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Anchor TextEndorsementofwhat’stocome
Anchortextistheclickablepartofthelinkyousee,itisaqueryrankingfactor
• MycompanyisMarketingMojo.
• I’macolumnistfortheAllThingsSEOcolumn forSearchEngineLand.
“…anchortextinfluencesthequeriesyourwebsiteranksforinthesearch
results.”Google
“…anchortexthelpsdefinethethemeofa
linkedpage”Bing
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#SMX #12D @janetdmiller
Anchor Text
• Hyperlinkwhenitmakessense
• Makeyouranchortextconversational
• Doesn’tmatterwhatyoudo,ifGoogle*thinks*yourinboundlinksareanything buteditorial,youlose.
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
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Unnatural Links What to Avoid
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Penguin Updates
• Penguinfocusesonlinkspam
• “Anylinksintendedtomanipulate PageRank orasite'srankinginGooglesearchresultsmaybeconsideredpartofalinkschemeandaviolationofGoogle’s WebmasterGuidelines.Thisincludesanybehaviorthatmanipulateslinkstoyoursite.”
• Now“realtime”• Updated9/23/2016• Previousupdatewas10/17/14
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
What Might Be Considered An Unnatural Link?
• Paidlinks
• Largescaleguestposting
• Lowqualitydirectories
• Footerlinks
• Templatelinks
• Large-scalereciprocallinking
• Massivepressreleases
• Blanketwidgetsandbadges
• Forcedforumdrops
FromGoogle’sguidelines
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
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Avoid These Flags and Footprints
Donotacquirealotofthesamelinksquickly
Avoidusingsameanchorsoverandover
Avoidlinkingwithlowqualitypages
Avoidplacinglinksinnavigationandsponsoredareas
Avoidpages/siteshostingexcessivereciprocalsandtemplatelinks
Don’tmakedirectorylinks(evennichedirectories)alargepartofyourportfolio
AvoidsiteswithexcessiveAdSense
AvoidsiteswithnoContactorAboutUsinformation's
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Questions To Ask Before You Link
Question Yes No
Isthepagehostingyourlink ranking“well”inthesearchresults?
Beencachedlately?
Dotheyusenofollowattributes?
Doesthewebsiteparticipateinsocialmedia?
Isthewebsitetiedtoanetwork?
Is thecontentrelevanttomysite?
Did yousearch“complaint”+URL/nameofowner/site?
Isthesitemobile friendly?
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Penalties & Disavow
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Google Penalty? Or Algorithm Update?Nothardtofigureoutbutstinkseitherway.
Disappearedfromthesearchresults
(poof!)
Amanualpenalty
Lostsubstantialranking(ouch)
Affectedbychanges/filterstoanalgorithm
IFYOURSITE:YOUEITHERHAVE:
OR OR
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#SMX #12D @janetdmiller
Manual Action NoticeGooglelovenotesinyourSearchConsole…notsolovely
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Cleaning Up and Disavowing Links
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ReconsiderationAskingGoogletoreviewyoursiteaftermanualpenalty(REQUESTAREVIEW)
Agoodreconsiderationrequestdoesthreethings:ü Explainstheexactqualityissueonyoursiteü Describesthestepsyou’vetakentofixtheissueü Documentstheoutcomeofyourefforts
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Will Google tell you the links they count?
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Ranking Drop Due To Algorithm ChangeHowtodeterminewhichupdateaffectedyou
Check Google/Other Analyticshttps://www.rankranger.com/google-algorithm-updateshttp://moz.com/google-algorithm-change
Google Algorithm Updates History
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#SMX #12D @janetdmiller
Watch Your Rankings, Watch Your Backlinks
Watchyourbacklinkslikeyouwatchyourrankings.
Analyzeyourbacklinksandidentifypotentialtrouble.
Trytogetthemremovedwhenyoufindthem.
Disavowaslastresort.Justdoit.
Beproactive,don’twaitforaslapdown!
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Backlink Tools
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Accuracy of Google Search Console Data• GoogleSearchConsoleonlyprovidesasampleoflinks
Source:https://moz.com/blog/google-search-console-webmaster-tools-reliability
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Ahrefs
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Moz Open Site Explorer
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Inbound Link Building Tactics
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Three Link Building Facts To Keep In Mind:
Itislessaboutwhat youdoandmoreaboutwhere.
Linkshelpgetyourankedbutclicksshowyoudeserve tobethere.
Youneedtohavesomethingworth linkingtobeforethelinkswillcome.
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Link Building Tactics We Will Cover:
FoundationalTactics
• Reclaimingbrokenlinks• Unlinkedmentions
ContentTactics
• Mediaoutreach• Roundups• Lists• Curators
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Foundational Links:
Help position you as a brand expert and credible, factual source
Identify your brand in an ever-growing link graph
Puts you on credible/authority sources
Tend not to change
Inexpensive to acquire
Content marketing SHOULD NOT be your only link building strategy!
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Reclaiming Broken Links
http://searchengineland.com/missed-link-building-opportunities-reclaiming-broken-links-268928
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Another Broken Link MethodLookforcompetitorsbrokenlinks,offeryourcontent/linksasreplacement
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Unlinked MentionsFindunlinkedmentionsofabrand/company/URL
Thesesitesmentionthecompany
(deftones.com)butarenothyperlinking
thephrase.
RankTank.com(freetouse)
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#SMX #12D @janetdmiller
Unlinked Mentions
• Notabigbrand?Noproblem.
• Findunlinkedkeywordphrases
• Findmentionsofout-of-businesscompetitors
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Link Building Tactics Using Content
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Link Building Is An Investment
• Makeyourcontentevergreen• Onceit’severgreen– youcansocializeitagainandagainandagain• Timely6weeksor6monthsdowntheroad• Don’tbuildcontentthatonlylastspermonth
• It’satimeinvestment=monetaryinvestment• Don’tletlinkbuildingbeanafterthought!
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#SMX #12D @janetdmiller
What type of content can I create to attract the most links?
&
What are the best distribution channels for my content so it’s seen by my target
audience?
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#SMX #12D @janetdmiller
Content Distribution Channels
Youare6xmorelikelytogetaclick-throughfromanemailcampaignthanyouarefromatweet.-
CampaignMonitor
• Emailcampaigns
• Media(press)campaigns
• Communitygroups(Chambers&Assn’s)
• Forums
• Socialnetworks
• Paidads(social)
• Newsletters
• RSS
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Copyright 2017 Marketing Mojo
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Using Facebook and LinkedIn Ads For Exposure and (eventually) LINKS
• Targetjournalistsandinfluencersbyjobtitle,companyandADIthroughFacebookads.
• Greatwaytogetattentiontoyourcontent
• http://marketingland.com/social-media-agency-case-study-pr-psychographics-earn-wsj-article-156151
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
Using Reviews Others Write for LinksUsewhatotherpeoplehavewrittentogainlinks
Searchforolderreviews
Backlink,lookforsources
Offeryour“newandimproved”reviewasasourceor
Writeacomparisonpiece
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#SMX #12D @janetdmiller
List Posts• Peoplelovelongerlistposts
• Seewhat’salreadyoutthereandcreateadifferentnumberofitemsinyourlistpost.
• Makeeachlistitemshortandtothepoint
• Don’twritealongintro
• Includevisualelements
• Adda“clicktotweet”buttonaftereachlistitem.
• Breaklonglistsintocategories.
• Encouragereaderstoleaveanitemincomments,keepaddingtothelist.
• Repurposelistpostsintoe-books,useeachlistitemasachapter.
Copyright 2017 Marketing Mojo
#SMX #12D @janetdmiller
List Post Titles
HowTo___in#EasySteps HowtoFind___ HowtoGenerateMore___
ACompleteGuideTo___ Best___Ideas UltimateGuideTo____
Most PopularWaysTo___ # TipsForBusy____ Top#___Tips
#MistakesToNeverMakeAgain #AmazingSecretsOf____ #FoolproofTipsFor___#ThingsEveryoneShouldKnowAbout___ #EffectiveWaysTo ____ #SuperTipsFor___
# CreativeWaysTo___ The___Guide YouNeedToRead #LessonsLearnedAbout ___
#Predictions YouShouldPrepareFor Top#Useful____Ideas #Excellent Free___
The#___ YouNeedInYourLife #Incredible___ToolsandResources #Of TheBest___CaseStudies
TIP:Throwinanoutsidesourceortwowhencreatinglistposts,thepeopleyoufeaturewillhelppromoteyourcontent.
http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
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Using Curators For Links And Sources
Paper.li“paper.li+keyword”
RebelMouse“rebelmouse+keyword”
FlipBoard“flipboard +keyword”
• .
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#SMX #12D @janetdmiller
EveryoneknowsaboutHARO(HelpAReporterOut),thereareothers!
• SourceBottle.com(free)
• PitchRate.com(free)
• ExpertiseFinder.com($)
• MediaKitty.com($)
• ProfNet (prnewswire.com/profnet)($)
Getting Links From The Media
Journalistslikeresearchbackedcontent
SurveysCasestudiesImages/Video
FactualrebuttalsNewsjacking
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#SMX #12D @janetdmiller
Outbound Links
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http://www.getrank.org/tools/link-extractor/
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Internal Links
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Thank You!
JANETDRISCOLLMILLERPresidentandCEOMarketingMojo
434.975.6656x101
@janetdmiller +JanetDriscollMiller