is link building still crucial, or a waste of time & money? smx london 2013
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Is Link Building Still Crucial, Or A Waste Of Time & Money?
Presented by:Prashant PuriCEO & Co-Founder, AdLift.com@puriprashant
ME
2ADLIFT CONFIDENTIAL
@puriprashant
Who’s this guy ?
Topics to Cover
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• Is Link Building a waste of time ?
• What works
• What doesn’t work
• Penguin/Panda Recovery
@puriprashant
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Lets get back to the basics for a minute
The Anatomy of a Large-Scale Hypertextual Web Search Engine• Sergey Brin and Lawrence Page
http://infolab.stanford.edu/~backrub/google.html
• “In this paper, we present Google, a prototype of a large-scale search engine which makes heavy use of the structure present in hypertext.”
ADLIFT CONFIDENTIAL
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Quality Link Building
In the past, the page with the most high-quality, relevant links won.
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WINNER!
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Quality Signal Building
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WINNER!
Now, the page with the most high-quality, relevant signals wins.
FacebookTwitter
Usage Data
Local Citations
Sentiment Analysis
Latent Symantic Indexing
AvoidingOver-optimization
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@puriprashant6
3 Leading Sites in the “Shoes” Vertical
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@puriprashant
Debenhams
drives 5X the amount if SEO
Traffic/Visibility
Links Work
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Debenhams has
5X the amount if External Links
Quality Link Building is What Actually Works
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Sustainable SEO requires scalable long term investment
A couple of slides in.… I’ll give everyone
the latest..
Traffic Doubles in 2 months
What Doesn’t Work
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Unnatural Link Building
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Paid Linking - Unnatural
Low Quality Directory Sites
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Low quality links counter
productive to high quality links
Blog Rolls
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@puriprashant
What Works
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The Ideal Anchor Text Variation
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Quality Link Development Takes Time.. But it Works
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1. Identify target sites2. Follow bloggers on twitter3. Comment (not spam) on their blog articles4. Reach out with quality articles/opportunites
@puriprashant
Bonus Tip – Help The Bloggers fix Broken Links
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@puriprashant
• Hey Blogger – I’m a frequent your site and noticed a couple of broken links.. Thought you should know.
• Tools that help identify broken links• Domain Hunter• Xenu• Screaming frog
Competitive Research – Acquiring Competitor Links
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@puriprashant
MajesticSEO Clique Hunter
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@puriprashant
OpenSiteExplorer
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@puriprashant
Penguin 2.0 & Penalties
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@puriprashant
What does a Penguin/Panda Penalty Look Like?
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@puriprashant
What Causes it ? The “Complete Link Building Solution” Does
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@puriprashant
How To Recover ? Check for..
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• Steeeeeep Link growth rate
@puriprashant
How To Recover ? Check for..
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• Anchor Text Variation
@puriprashant
How To Recover ? Check for..
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• Spam Links - Build a spreadsheet that analyzes the following:• Page Rank• Domain Authority• # on incoming links• # of out going links• Other paid links on the site• Comments on the blogs• Social presence
• Tools• aHrefs• OpenSiteExplorer• MajesticSEO• Google Webmaster
@puriprashant
How To Recover ? Reach out
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• Reverse IP Lookup• Email• Call
TRACK EVERYTHING
@puriprashant
How To Recover ? Reconsideration Request & Disavow
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@puriprashant
So..Is Link Building is DEAD ?
REALITY: You can believe what you like
REALITY: You can believe what you like.. But I like to believe the Data
About AdLift
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@puriprashant
75 Million Search Visits
Every Month, We Manage
About us & Our Achievements
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• Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American, UK and APAC markets
• AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC
• 15+ person team – business development and account management located in Palo Alto, CA.
AcquireAmplify
AdvancePrashant PuriCEO & [email protected]@puriprashant
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@puriprashant