ecommerce link building 101
Post on 22-Jan-2018
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About Darren DeMatas Darren DeMatas has an MBA in Internet Marke=ng, but hangs his hat on a decade of experience making retail brands profitable. He’s marketed global Fortune 500 companies and small 1-‐man ecommerce niche brands. He is a Chris=an that some=mes mixes business with pleasure :) • Copyblogger Cer=fied Content Marketer • Google AdWord Cer=fied.
Keyword Research 101 2
Link Building 101 ① Types Of Links ② Evalua=ng A Site ③ Anchor Text ④ Ecommerce Page Types
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Types Of Links ① Links That Drive Traffic
– Ex) Social Shares, Paid Ads, Sponsored Posts ② Links That Boost Rankings
– Ex) Men=ons On A Trusted Web Page ③ Links That Do Both
– Ex) Men=ons On A Popular Web Page ④ Links That Do Nothing
– Ex) Spam Comment Or Link On A Crap Site ⑤ Links That Get You In Trouble
– Ex) Automa=on, Directories, Farms
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Evalua=ng A Site You Might Want To Get A Link From
① Probability and Fit? ② Follow Or No Follow? ③ Social Proof? ④ Traffic? ⑤ Ranking For Any Keywords?
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Run Away If ① There is no editorial process for inclusion. ② Website is about several unrelated topics. ③ There are hundreds of posts/pages without
social shares or comments.
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The Process
① Find Sites ② Qualify Sites ③ Find an “In” ④ Reach Out To Get Your Link
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Anchor Text 101 • Exact Match: designer bedding • Par=al Match: luxury bedding • Related Match: luxury linen • Branded Match: Home and Hearts • No Match: here • Naked: hlp://homenhearts.com/bedding/
luxury-‐bedding
Exact Match
Naked
Par=al
Less Effec=ve Safer
More Effec=ve Dangerous
Related
Branded
None
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There are Hundreds Of White Hat Backlink Opportuni=es
But Today, I Want You To Focus In On Home Page And Category Page Links
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Where To Get Links From Now..
① Resource Pages/Links Page ② Broken Link Building ③ Fresh Web Men=ons ④ Partners and Vendors
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Finding Resource Pages With Google ① “niche” inurl:links ② Niche inurl:resources ③ “niche” other resources ④ “niche” “resources” ⑤ Niche in=tle:links ⑥ “niche” “useful resources” ⑦ “keyword” inurl:links ⑧ “keyword” inurl:“useful resources” ⑨ “keyword” in=tle:links
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Qualifica=on
① Step 1: Download Moz ToolBar ② Step 2: Hand Pick The High Probability Ones ③ Step 3: Eliminate Sites With Poor Fit and SPAM ④ Step 4: Find a “Quick In” With Qualified Sites ⑤ Step 5: Build A Rela=onship With Authorita=ve
Sites OR Spend More Time Finding an “In”
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Getng On The Radar of Authorita=ve Sites
① Ask About Adver=sing ② Follow/Engage Them On Social Media ③ Join Their List ④ Comment On A Blog Post
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Prospect Qualifica=on Is THE Biggest Time Suck
① The Good News Is You Don’t Need A Ton Of Links….
② Don’t Pitch Sites That You Have a 0% Chance ③ Laser Approach ④ Shotgun Approach ⑤ Machine Gun Approach
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Ultra Fast Qualifica=on Vermont -‐ Not Ideal Fit, Higher DA so Lets look at the site.
OSU Two Lis=ngs, Possible In?
Ideal Target, but not a blog or authority site – find an easy in.
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Tips On Finding Email Addresses ① Contact Page, About Page, Footer, Sidebar ② Staff or Faculty Page ③ Google Search = First Last dot com at email ④ Use A Program Like BuzzStream
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Step 1: Test Search Queries • luxury bedding Directory add • luxury bedding Directory submit • luxury bedding Directory suggest • luxury bedding Directory post • luxury bedding "submit * site” • luxury bedding "submit * lis=ng” • luxury bedding "submit * URL” • luxury bedding "submit * website” • luxury bedding "suggest * site” • luxury bedding "suggest * URL” • luxury bedding "add * site”
• luxury bedding "add * lis=ng” • luxury bedding "add * URL” • luxury bedding "add * website” • luxury bedding in=tle:directory • luxury bedding in=tle:resources
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Step 2: Refine Search Queries • “luxury bedding” OR “bed linen”
in=tle:resources -‐alibaba.com -‐facebook.com • “interior decora=ng” OR “bed linen”
in=tle:resources • “interior decora=ng” OR “bed linen”
inurl:links
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Broken Link Email Subject: Broken Links On [Website Name] Hi [First Name] I was checking out your website and came across some broken links on [Page With Broken Link]. [Broken Link #1] -‐ [Broken Link Replacement] [Broken Link #2] -‐ [Broken Link Replacement] Also, if you have a chance let me know if our site, [My Page URL] will be a good fit. Thanks for your considera=on. Thank you! Darren DeMatas 352-‐222-‐9790 Company Address
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Step 6: No Instruc=ons? No Broken Links? Find Another In or Ask
Subject: Ques=on About [Website Name] Hi Kim, My name is Darren DeMatas, I am contac=ng you regarding the [Website Name] website, specifically your important links page, [Your Page URL]. I wanted to introduce my website, [My Page URL] in hopes that depending upon your criteria, I can learn more about what is required for considera=on for inclusion. I would also like to learn about your sponsorship criteria. We can offer your members discounts on [Category]. Thanks for your =me, Darren DeMatas 352-‐222-‐979
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Step 2: Download Chrome Scraper Tool hlps://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaffohmbkdlecaccepngjd
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Set Max Depth to 1
Report Broken Links Ordered By Page
Step 6: Edit Xenu Setngs
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Step 8: Qualify Sites and Find Contact Info
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① Eliminate Spam Sites ② Find Contact Informa=on
Step 9: Send Feeler Email
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Subject: Problem With [Website Name] Hey [First Name] I was searching for [RESEARCH TOPIC] and came across your list of [TOPIC] resources: [Your Page URL]. Super helpful! As I was checking out the resources I hit some broken links. Let me know if you want me to send you the short list. Cheers, [YOUR NAME] PHONE NUMBER
Step 1: Find Dead Domains http://www.expireddomains.net/
Search For a Big Head Term
1
Find Sites With Domain Popularity (Linking Domains)
2
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Step 3: Filter Out the Spam Or Non Relevant Site Using Metrics
① Look At Page Title – Is It Relevant? Your Language?
② Look At The Anchor Text and Text Around Link
③ Page Type of URL (Forum? Blog Post?)
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Actual Email I use Subject: Problem With [Website Name] Hi [First Name] Just wanted to let you know that on, [Page With Dead Link] there is a broken link to [Broken Site]. That site is now a parked domain. Not sure if you knew, but we also have a lot of the same [Category] stuff on my website, [My Site URL]. It might make a nice addi=on to your page. Either way, I hope this helps you out. Darren 352-‐222-‐9790
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Step 1: Set Up Google Alerts
① Company Name ② Brands ③ Products ④ Product Categories
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Opportunity #1: Unlinked Brand Men=on
Subject: Ques=on about [YOUR ARTICLE TITLE] Hi [First Name] I really appreciate you men=oning [MY BRAND/PRODUCT] on your ar=cle, [YOUR ARTICLE TITLE] I really like how you went into depth about [SUBTOPIC] It would be awesome if you could add a link to [MY WEB PAGE], so that your readers who want to learn more about [MY BRAND/PRODUCT] can access it directly, without having to search for it in Google. Thanks again including our [MY BRAND/PRODUCT]. Cheers Darren DeMatas 352-‐222-‐9790
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Opportunity #2: Supplier Men=on
Subject: Ques=on about [YOUR ARTICLE TITLE] Hi [First Name] I was on Twiler this morning and I came across your recent ar=cle, [YOUR ARTICLE TITLE]. Awesome work! I really like how you went into depth about [SUBTOPIC]. I no=ced you men=oned [SUPPLIER] in your post. I’ve been a huge fan of them for a while. We actually stock all their products on our website, [MY WEBSITE]. [Since we are an authorized distributor, we actually sell the same products for less.] It might be helpful for your readers to have another site to find [SUPPLIER] products. Either way, keep up the awesome work! Thanks again, Darren DeMatas 352-‐222-‐9790
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Step 1: Find Pages On Supplier Sites
① “where to buy” site:yoursupplier.com ② “partners” site:yoursupplier.com ③ “distributors” site:yoursupplier.com ④ “order online” site:yoursupplier.com
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Step 2: Contact Your Sales Person
Subject: Sales Promo=ons For [YOUR PRODUCT/BRAND] Hi [First Name] We’re launching a [YOUR PRODUCT] promo=on and I need a lille help from you. I no=ced that you have a page where you list places to buy [YOUR PRODUCT/BRAND]. Is it possible to men=on [MY WEBSITE URL/PRODUCT PAGE URL/CATEGORY PAGE URL]? It would really add a ton of credibility to our sales promo=on. Either way, keep up the awesome work! Thanks again, Darren DeMatas 352-‐222-‐9790
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