link building fundamentals by debra mastaler
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The Art & Science of Building LinksLink Building FundamentalsSMX East 2015Presenter: Debra MastalerAlliance-Link.com | @debramastaler
AgendaLink PopularityUnnatural LinksPenalties & DisavowTacticsLightening Round
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Algorithms &Link PopularityAlgorithms &Link Popularity
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Almost 70% of the world uses GoogleMost Popular Search Engine ?
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How Are Pages Ranked?
PaidOrganic
Over 200+ factors contributeDomain level links
Page level links
Page Level (Title, tags, content)
Mobile
Query data (long & short clicks)
Social media metrics
Location personalization
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Photo credit: https://blogs.agriya.comMost of the changes/filters are done to help define, evaluate and rate links and the pages they come from.
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Link Popularity
Link popularity measures the quality and quantity of links pointing to a webpage.
Considered an off-page factor.
Engines weigh off-page factors more heavily than on-page*.
Slang: Link Juice, Link Love, Link Pop, Link EquityThere are four components of link popularity
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Link PopularityFour components and a lot of moving parts
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The number of links pointing to a webpage from different websites/pages.Link Quantity
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XXCX
AXXLink QualityDetermined by the authority of the host sites and the sites linking to them
BXXXYour Website
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Link QualityAll three engines have a formula to measure and compute quality
PageRank
TrustRank
NetRank
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The power of PageRank - Yep, its still around.What Makes A Quality PageQuality pages have unique characteristics, they showAuthority
Expertise
Trust
Algorithms reward quality and factual accuracy*
searchmarketingexpo.com@DebraMastaler#SMX #12DA leather jacket is just a leather jacket but on Fonzie, its a cool ehh. Page quality makes a link cool.
RelevanceEstablishes your topical and/or geographic dominanceBaby StrollersDiamond ringsCosta Rica Vacation RentalsViagraNot exactly pet sites
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RelevanceRelevance is keyword, relationship and fact based
Relevance factors change constantly as the index grows
Your relationships may influence what is returned
Factual accuracy plays a part in determining relevance*
searchmarketingexpo.com@DebraMastaler#SMX #12DGoogle tries to return relevant results by learning from previous searchers and returning information from people you know (shared on social sites)
Anchor text is the clickable part of the link you see
My son and my money go to The College of William & Mary My son spends a lot of money buying college text books. Visit us at www.poor-parents.org for more information.
Anchor text is a query ranking factor
From Google: anchor text influences the queries your website ranks for in the search results.
From Bing: anchor text helps define the theme of a linked page.
An endorsement of what is to comeAnchor Text
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Hyperlink when it makes sense
Anchor Text
Doesnt matter what you do, if Google thinks your inbound links are anything but editorial, you lose.
Make your anchor text part of the conversation
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Your Goal When Building Links:
Pages relevant to your target audience
Conversational anchors on
Quality pages usingSecure a lot of links from
Quantity
Quality
Anchor Text
Relevance
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Links That Rain On Your ParadeUnnatural Links
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What the search engines (especially Google) want you to avoidUnnatural Links
Paid linksLarge scale guest postingLow quality directoriesFooter linksTemplate linksLarge-scale reciprocal linkingPress releasesWidgets & badgesForum drops
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What To AvoidAvoid these flags and footprints
Do not acquire a lot of the same links quicklyAvoid using same anchors over and overAvoid linking with low quality pagesAvoid placing links in navigation and sponsored areas
Avoid pages/sites hosting excessive reciprocals and template linksAvoid sites with excessive AdsenseDont make directory links (even niche directories) a large part of your portfolioAvoid sites with no Contact or About Us info
searchmarketingexpo.com@DebraMastaler#SMX #12DIn addition to the type of links there were methodologies they penalize
Think Before You Link Questions to ask Is the page hosting your link in the search index?Been cached lately?Do they use nofollow attributes?Does the website participate in social media?Does the webpage rank for relevant keywordsIs the website tied to a network?Is the content relevant to my site?Search complaint + URL?
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What To Do When You Get In TroublePenalties& Disavow
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Google Penalty Or Algorithm Update?
Image courtesy @kikolaniIf your sitedisappeared from the search results orlost rankingyou either have a manual penalty orhave been affected bychanges/filters to an algorithm.Not hard to figure out but bad either way
searchmarketingexpo.com@DebraMastaler#SMX #12DOr a hosting issue in which case all you should make WMT your first stop
Manual Action NoticeGoogle love notes in your Search Console not so sweet.
searchmarketingexpo.com@DebraMastaler#SMX #12DIf your site has received a manual penalty, it will show in your search console
Manual ActionsTwo Types, site-wide and partial
Unnatural links pointing to your siteHacked siteUser generated spam in your blog/forumThin content with no valueCloaking/spammy redirectsHidden text/keyword stuffing
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Reconsideration For Manual Penalty
A good reconsideration request does three things:Explains the exact quality issue on your site.Describes the steps youve taken to fix the issue.Documents the outcome of your efforts.Asking Google to review your site after manual penalty (request a review)
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How do you determine which search engine update affected you?
https://www.rankranger.com/google-algorithm-updateshttp://moz.com/google-algorithm-change
Google Algorithm Updates History
Check Google/Other AnalyticsRankings Drop Due To Change In Algorithm
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STEP 01
STEP 02
STEP 03
STEP 04
STEP 05
Pull BacklinksUse links from WMT and at least one commercial tool. Audit BacklinksList unnatural links in spreadsheetContact InfoUse a tool like URLProfiler to pull email from list of unnatural linksReach OutAsk to removeRepeat after 10 daysList no responses (provide details!)DisavowLorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur elementum posuere pretium. It takes Google some time to process the information youve uploaded, (weeks!), these links will continue to be shown in your Search Console.DisavowCleaning up and disavowing links
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Rankings DropWatch, watch, watch.Watch your backlinks like you watch your rankings!
Analyze your websites backlinks and identify what caused your rankings drop.
Once you identify the links, try to remove them
Disavow the ones you cannot get removed.
Be proactive Dont wait for a slap down.
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I highly recommend you avoid using a link removal company that does not fully disclose who they are on their website.(Or any service for that matter)Word Of Caution
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Link BuildingTactics
Tactics
#So far weve looked at what makes a good link and linking partner, what links Google wants us to avoid, how to get out of trouble if we do slip up. Now letss look at getting some links.
Remember these three simple facts in link building:It It is less about what you do and more about where.
Links help get you ranked but clicks show you deserve to be there.
You need to have something worth linking to.
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Poll Title: Do you use any of the following tactics to generate links? https://www.polleverywhere.com/multiple_choice_polls/E74lv18vbUqxPK5
Questions To Ask Before You LinkAnd some tools to help
Does the page rank well?
RankRanger AuthorityLabs Does the site have a varied backlink portfolio RavenTools SEOBook Tool Set OSEInbound links use a wide variety of anchors? MajesticAhrefsBacklinkWatch (free) Cache date recent? CachedPages (free)
Lots of social signals from several networks? SendibleBuzzsumo
Content relevant to yours? Buzzstream
searchmarketingexpo.com@DebraMastaler#SMX #12DYou need to protect yourself when placing links on other peoples sites, here are questions to ask. Avoid networks
Link Building Tactics
Link Building Ideas
Reclaiming Broken Links
Un-Linked Mentions
Credibility Links
Citation Building
Resource Pages
Image Gifting
Content Outreach (on your site & content you send away)
Image Galleries
Content SourcingAuthor Prospects & Curator Mining
Repurposing Content
Link Roundups
Content Marketing Tactics
Foundational Tactics
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Link Building Tactics
Foundational Tactics:
Reclaiming Broken Links
Un-Linked Mentions
Credibility Links
Citation Building
Resource Pages
Image Gifting
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Foundational Links:Links get you ranked but clicks show you deserve to be there.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!!
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Foundational Link Tactic: Reclaiming Broken LinksTools: Citation Labs | Ontolo Tools | Check My Links (Chrome plug-in) Fix whats broke.
Tactic twist: 404 pages
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FLT: Unlinked MentionsTalkWalker | RankTank
Find unlinked mentions of your brand
Contact webmaster
Ask for hyperlink
Not a brand?
Find unlinked keyword phrases (where it makes sense)
Find mentions of out-of-business competitors
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Foundational Link Tactic: Citation Building
Find #1 site ranking for your keywordsCopy their name, address and telephone numberSearch using quotesResults are potential sites you can add your information to. excel spreadsheet + citation buildingUse competitors to find sources to add your site to.Tools: WhiteSpark. Mentions Of A Business By Name, Address & Telephone Number.
WhiteSparkTIP
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Foundational Link Tactic: Credibility LinksEstablish trust, sets expertise Establish trust signals
Chamber of Commerce
Industry Associations
Better Business Bureau
Wikipedia*
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FLT: Resource PagesYour keyword inurl:linksYour keyword inurl:resourcesuseful linksyour keywordhelpful links your keyword
Tool: SoloSEO (no charge) use recommended function.
Anyone think it would be a good idea to offer UTA a more current guide?
Find opportunities on academic and government outlets
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Foundational Link Tactic: Image GiftingGiving the gift of an image to an article that needs it
Search for blog posts and magazine articles using your keywords.
Offer photo at no charge
Own the photo!
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Also known as a .gifFLT: Images Good, Cinemagraphs BetterFun images help sell content
Creates memorable content
Stimulates linking!
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Make your own http://makeagif.com/
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Backlink topical gifs found in directories:
http://giphy.com/search/gif-directory
Imagine from nerdist.com/
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Link Building Tactics Using Content
Content Marketing Tactics
Content Outreach (on your site & content you send away)
Image Galleries
Content SourcingAuthor Prospects & Curator Mining
Link RoundupsRepurposing Content
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Dont over do the anchorsBest Practice: Using Content To Attract LinksDo not over use keyword anchors in posts/articles/biosHyperlink conversationally.Avoid blog networks. Do not partner with a blog/site not using social media (especially Google Plus and Twitter)Do not partner with a blog/site that does not have an active About Us page. LINK
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Know what your audience wants to read and where they are reading it.What Is Hot In Content Outreach?
Product Reviews
Lists
Infographics
Video
Surveys
.
Roundups
searchmarketingexpo.com@DebraMastaler#SMX #12DThe key is giving people what they want and giving it to the right audience. Lets look at 46
MOBILE & TABLETLorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.Highly sought after written and video content, taps factual Content Tactic: Product Reviews You CreateWritten reviews with images are most frequently linked to(the longer the better)
Keep best reviews on your site, promote from there, unless
Issue press release for substantial reviews
Target social networks for distribution
Bundle reviews into ebooks with email paywall
Reviews dominate on YouTube
searchmarketingexpo.com@DebraMastaler#SMX #12DHot tactic, media loves. Use word product review in title, second biggest content item are case studies. Can be shared, updated
Use what other people have written to gain linksContent Tactic: Product Reviews By OthersSearch for older reviews
Back link, look for sources
Offer your newer review as a source, or
Write a comparison piece
searchmarketingexpo.com@DebraMastaler#SMX #12DUse what others have written to find links. Comparisons good, people upgrade
Search for:
Daily Link Roundup + keywordLink Roundup + keywordWeekly Link Roundup + keyword
Identify blogs/sites in your niche doing roundups, contact the owner and show your very best content.Ask to have your content included in the roundup.A collection of favorite posts from around the Web
Link Roundups
Set an alert and let roundups come to you
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Content Tactic: Image GalleriesLet news media and publishers know. Conceptual, factual and historical images.
searchmarketingexpo.com@DebraMastaler#SMX #12DImage galleries are a news worthy item, issue press release, email release. Add to Flickr if you dont want to host on your site
Use Flickr to find images to backlink, or host your image gallery, 10 billion images on Flickr, 2 million groups, news media uses.Content Tactic: Flickr Galleries
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Asking webmasters to link to images they borrowContent Tactic: Reclaiming Images
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Get your content added to curation outlets, use to find new sources
Content Tactic: Curator MiningPaper.li paper.li + keyword
Rebel Mouse rebelmouse + kw
FlipBoard flipboard + kw
Kw: accounting software
searchmarketingexpo.com@DebraMastaler#SMX #12DGet on popular curated news outlets, use newspapers to find sources to host your content53
Look for sources to host your content, look for writers, get yourself pinned, 47% recommend rate Content Tactic: Using Pinterest
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Find the writers, find the sources, hire them to write for you.Content Tactic: Author ProspectingAuthorKeywordWriterKeywordGuideKeywordColumnistKeywordContributorKeywordEditorKeywordFreelance WriterKeyword
Tool Tip: https://drive.google.com/templates
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Translate or add subtitles to audio/visual content, promote via media and social networks, look for multicultural and internationalContent Tactic: Translating Content
WebinarPodcastVideo
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Reach wider audience, attract links, drive more traffic, avoids duplicate content issuesContent Tactic: Repurposing Content
In-depth article with images. Evergreen piece.Product Review1
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Create presentation on each section, add to SlideShare. PresentationSocial Media SnippetsEach blog post covers a section of the review. Multiple Blog PostsCreate infographic using steps in product reviewInfographic
Extended G+ posts, Tweet series, posts on FB
searchmarketingexpo.com@DebraMastaler#SMX #12D8 pieces of content from one product review, different enough to avoid duplicate content issues.57
The Lightening RoundInsights For 2015
Insights
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.Lightening Round: Insights For 2015APPLICATION
Keep the key components of link popularity in mind when building links.Dont scrimp on a copywriter.Make sure your links sit on mobile friendly sites/pages.Invest in SEO/link tools after using free trials.Create evergreen content that has been personalized for your target audience. Add email capture to everything, look into content for a tweet. Create Knowledge Vault quality content. Site uses nofollow but the link is worth having? Point it to your social profiles for traffic.
searchmarketingexpo.com@DebraMastaler#SMX #12D
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.Good tipsLightning RoundAPPLICATION
Contests, sponsorships, scholarships, etc all good ideas but one-off, time sensitive tactics.Follow key media on Twitter and LinkedIn. Engage! Fax press releases directly to media, forget the press release submission outlets.Local media outlets love, love, love interviewsMedia doesnt link out except when they have to. Images are that exceptionHARO (Help A Reporter Out) great resource but be quick!
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