ecommerce link building 101

ECOMMERCE LINK BUILDING

How to Turn Free Tools Into Search Rankings

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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

Now That You Have Your Page and Keywords…

Time To Get Some Quality Links

Link Building 101 3

Before You Build A Single Link…

You need to know the absolute basics.

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Link Building 101 ①  Types Of Links ②  Evalua=ng A Site ③  Anchor Text ④  Ecommerce Page Types

Link Building 101 5

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

Link Building 101 6

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?

Link Building 101 7

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.

Link Building 101 8

The Process

① Find Sites ② Qualify Sites ③ Find an “In” ④ Reach Out To Get Your Link

Link Building 101 9

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

Link Building 101 10

Ecommerce Link Building Exact Match


There are Hundreds Of White Hat Backlink Opportuni=es

But Today, I Want You To Focus In On Home Page And Category Page Links


Where To Get Links From Now..

① Resource Pages/Links Page ② Broken Link Building ③ Fresh Web Men=ons ④ Partners and Vendors


…The Best Place To Find Links is…


Google


Step 1: Change Search Results To 100 Per Page

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Step 2: Change Search Results To 100 Per Page

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Mastering Advanced Search Operators

Is an essen$al SEO skill


The Anatomy Of A Search Operator


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


The Result: Pages That Link Out To Sites Like Yours


How to Turn Resource Pages Into Links

Qualifica=on


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”


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


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


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.


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


Laser Approach

Resource Pages/Broken Link Building


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


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


Step 3: Find and Visit Poten=al Sites


Step 4: Look For and Follow Any Instruc=ons


Step 5: No Instruc=ons? Check For Broken Links


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


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


Shotgun Approach

Broken Link Building


Step 1: Find Resource Pages

①  Use search queries on Google


Step 2: Download Chrome Scraper Tool hlps://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaffohmbkdlecaccepngjd


Step 3: Scrape Similar Results From Google Search


Right Click

Step 4: Export Results Into A Google Doc


Step 5: Copy and Paste Results Into .txt File


Set Max Depth to 1

Report Broken Links Ordered By Page

Step 6: Edit Xenu Setngs


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Step 7: Go To File>Check URL List To Find Broken Links


Step 8: Qualify Sites and Find Contact Info


①  Eliminate Spam Sites ②  Find Contact Informa=on

Step 9: Send Feeler Email


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

Bonus: Machine Gun Approach

A Broken Link Building Tac=c


Step 1: Find Dead Domains http://www.expireddomains.net/

Search For a Big Head Term

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Find Sites With Domain Popularity (Linking Domains)

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Step 2: See Who Links In and Export Data


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?)


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


Google Alerts For Links

Turn Men=ons Into Links


Step 1: Set Up Google Alerts

①  Company Name ②  Brands ③  Products ④  Product Categories


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


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


Partners and Vendors

Cover Your Bases!


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


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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ecommerce link building 101

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