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Mastering Link Building for Top Google Rankings

Learn the basics of link building and discover effective strategies to improve your website's SEO with insights from Dejan Petrovic, Director of an SEO company. Uncover the importance of relevance, technical aspects, content, reputation, and trust in ranking factors. Find out how to identify trusted domains and optimize link anatomy for maximum impact. Explore link building ideas, anchor text optimization, and ways to attract self-generating links. Enhance your SEO efforts with practical tips and creative link examples.

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Mastering Link Building for Top Google Rankings

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  1. Link Building Basics Dejan Petrovic, Director

  2. “G’day Sir/Madam, We’re an SEO company from [you know where] and can get your website on the first page of Google for….” • Manual Directory Submission Service • Article Writing and Article Submission Service • Blog Comment Posting Service • Social Network Bookmarks • Forum Postings Services • And other useless rubbish…

  3. “G’day Sir/Madam, We’re an SEO company from [you know where] and can get your website on the first page of Google for….” • Manual Directory Submission Service • Article Writing and Article Submission Service • Blog Comment Posting Service • Social Network Bookmarks • Forum Postings Services • And other useless rubbish…

  4. It’s all about links! Ranking Factors How to get links Link building ideas

  5. Ranking Factors • Relevance • Search for cars brings car related websites • Importance • How to sort all 1,000,000,000 car websites?

  6. Ranking Factors: Relevance • Technical Aspects • How search engines “read” your site • Access, navigation, text, images, flash, frames, image descriptions… • Content • How search engines “interpret” your site • Writing language, use of phrases, industry jargon, phrase research…

  7. Ranking Factors: Importance • Reputation & Trust • Who links to your site? • Your friend’s Facebook profile VS Stanford Particle Accelerator Lab • Context • How others link to you? • Content type, link type (anchor text), site topic and relevance

  8. What links should I get? Get links from reputable and trusted websites that are in some way associated with your activities or where linking seems appropriate and relevant. Examples of trusted domains: Reputable businesses, Universities, Schools, Associations, Organisations, Government

  9. Link Anatomy & Flow of Link Juice <a href=“http://site.com”>anchor text</a> Link = Vote (PageRank, Link Juice) Link Voting = Non-egalitarian voting system Anchor Text = Target Link Content SITE A SITE B

  10. Link Anatomy & Flow of Link Juice Ordinary Links & Strong Links SITE A SITE B SITE C

  11. Link Anatomy & Flow of Link Juice Number of outgoing links affects the link value. SITE B SITE C SITE A SITE D SITE F

  12. Link Anatomy & Flow of Link Juice <a rel=“nofollow” href=“http://site.com”>anchor text</a> Nofollow = No trust = No vote META, robots.txt, link SITE A SITE B

  13. How to get good links? • Learn more about your existing links • Google Webmaster Tools: • Your website on the web • Links to your site • Analyse anchor text

  14. How to get links?

  15. Your Current Links Oh, nice!

  16. Why did these people link to me? • Analyse and understand your links • Discover most linked content • Find new link opportunities and ideas • Form new partnerships and alliances • Fix wrong links (more about that later…)

  17. Who links to my competitors? • Yahoo & Google • link:http://www.mycompetitor.com.au • Advanced Tools (example: seomoz.org) • Discover new link opportunities • Understand your competitor’s strengths

  18. Self-Generating Links • “Link to us” page: • Encourage linking to your site. • Take control of how people link to you. • Make it easy for people to do so. • Social media sharing within content • Useful Tools / Templates / Resources • Link Bait Material • Example: Steps on how to do up your tie

  19. Easy Link Building • Directories (DMOZ, Yahoo, BOTW) • PR & Article Hosting (PR Web, Ezine Articles) • Join Industry Associations & Memberships (AMIA) • Profile Pages (LinkedIn) • Blogging & Social Media Participation • Tips: • Unique content on each new resource • 2000 directories, how good can they be?

  20. Link Building Ideas • Non-competing businesses • Lawyer in Sydney & Lawyer in Melbourne • Hotel booking & Tour guides • Hosted content or functionality • Avoid links_9.html and resources_020.php pages (spam!) • Business partners & alliances • Product or service suppliers • Web design company (portfolio page) • Your office space / building complex • Customers • Incentivise: Offer discount and extras to linking customers • Share: Customers like to brag about recently purchased product • Celebrate: Happy customer testimonials

  21. More Link Building Ideas • Positive Reviews, Feedback and Testimonials • Include someone’s research in your content… • …and tell them about it (Example: http://GiantStars.de) • Incorrect links or no links on brand and content • “click here”, “read more” (should be “main phrase”) • www.yourwebsite.com.au and yourwebsite.com.au • www.yourwebsite.com.au/deleted_page.html

  22. Creative Link Examples • Business Directory • Encourages customers to link back to their listing • Provides easy to copy link code to do so • Currency Exchange Website • Provides real-time currency graph widget • Customers embed code in blogs

  23. Finally: Theory in Practice • Number of Links: 2000. No improvement. • Competitor links: 20-100 in average. • New links: 7 • Time: 3 months • Position: #1 Conclusion: Link Quality, Trust & Relevance

  24. Time’s Up Any Questions? Presentation by Dejan Petrovic www.dejan.com.au

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