Link Development - Attracting & generating the right links

1. Link Development- Attracting & generating the right links Lisa Myers CEO, Verve Search @LisaDMyers #EdgeBristol

2. About Lisa Myers • 11 years experience in Marketing, 7 in Search & Social • Speaker at Search Conferences Worldwide (SES, SMX, A4U etc) • Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing • Heavily involved in the global Search Community, founder ofSEO-chicks.com and co-founder of European search blog StateofSearch Awards • “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search • Management Today “35 women under 35” list 2009 • “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) • “B2B Marketing Newcomer of the Year” (2007) @LisaDMyers #EdgeBristol

3. some link history

4. PageRank Google developed PageRank to measure importance of pages largely based on incoming linking structure and quantity @LisaDMyers #EdgeBristol

5. {then came quality and relevancy}

6. relevance + strength = quality Site 1 Site 2 /Page /Page link link Your Site • Latent symantec indexing, surrounding content of • a link. • Not just about page 1 linking to your site, • but about the overall SITE and it’s relevancy • Also about Site 2 linking to SITE 1

7. In 2012 the algorithm is significantly more sophisticated,but.....

8. FCUKSEO

9. there are still weaknesses

10. Like....Article Spinning • Where one article is used to create several versions, by replacing original words using synonyms and rewriting sentences • Where a single piece of writing is remade into multiple variants of the original by substituting words and sentence structure using similar words. @LisaDMyers #EdgeBristol

11. Article spinning still works because the Search Engines aren’t there YET. .... @LisaDMyers #EdgeBristol

12. INTENT

13. “In the beginning there were Robots” .....then they evolved

15. evidence?

16. SEOmoz 2011 Study Correlation between social signals and higher rankings (this was pre G+) Source: SEOmoz.org

17. Tasty Placement – Test 2012 Does Social Media boost organic rankings. 6 websites used in the test. http://goo.gl/wxwPd Source: TastyPlacement.com

18. but...

19. Boost in rankings from social shares is likely to be restrained by time.

20. Is Google serious?

22. + My WORLD

23. Rel=author

24. } evidence how serious Google is about Social signals Google + + my World rel=author

25. subtle hint

26. Link Development

27. + SEO TOOLS

28. Brainstorming Link Analysis & management Link Prospecting Creative & Implementation

29. #1 { brainstorming – let your mind wander

30. Topics - Don’t Restrict Yourself A site selling clothes does NOT need to be restricted to fashion topics! @LisaDMyers #EdgeBristol

31. Allow a Chain Reaction @LisaDMyers #EdgeBristol

32. #2 { link analysis & management

33. tools...

34. What to analyse: The Basics • Anchor text • Depth of links (what pages are linked to) • Type of links (sources) • Authority & Strength of links • Backlinks history Analyse your own site & your competitors!

35. # Domains Linking @LisaDMyers #EdgeBristol

36. Type of Links @LisaDMyers #EdgeBristol

37. Use of Anchor Text @LisaDMyers #EdgeBristol

38. Depth of Links @LisaDMyers #EdgeBristol

39. #3 { link prospecting- finding sites to target

40. Competitors Links • By analysing competitors links you will be able to find sites that have already linked to someone in your industry • Targeting these are good to start with, BUT you obviously don’t want just exactly the same as what they have @LisaDMyers #EdgeBristol

41. Finding Relevant Sites • Keyword + “article” • Keyword + “blog” • Keyword + “directory” Keyword inurl: “write for us” Keyword inurl:”guest posts” Keyword intitle: “write for us” and so on...

42. Useful Tool Mangia Guest Post Tool http://www.mangiamarketing.com/free-link-building-tools/guest-post-opportunity-finder/

43. Using Known Social Networks • Utilising forums and social networks in your industry to find relevant target sites • Bloggers are also often very social active on twitter, facebook, pintrest, instagram etc

44. #4 { creative & development

45. Types of Link Development • Utilising Existing Relationships • Link Building • Link baiting • Article/Content Marketing @LisaDMyers #EdgeBristol

46. Utilising Existing Relationships Often it is the simplest idea that gives you the most link juice! For example; • Would your partners, customers etc link to you? • Which University did the CEO go to? @LisaDMyers #EdgeBristol

47. Apple.com Links to domain= 35.8 MILLION! PR=9/10

48. link building

49. Link Building • Directories • Blog & forum comments Usually low quality so work best as fillers. Should NOT be Primary Link Dev Strategy

50. link baiting great digital content