link building fundamentals smx west 2016

Download Link Building Fundamentals SMX West 2016

Post on 12-Jan-2017

2.107 views

Category:

Marketing

1 download

Embed Size (px)

TRANSCRIPT

PowerPoint Presentation

LINK BUILDING FUNDAMENTALSSMX WEST 2016THE ART & SCIENCE OF BUILDING LINKSMatt Siltala | Avalaunch Media

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

AGENDAUNNATURALLinks

LINKPopularity

LIGHTNING Round

TACTICS

PENALTIES & Disavow

RANKBrain

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

2

Algorithms &LINK POPULARITY

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

MOST POPULAR SEARCH ENGINE?Almost 70% of the world uses Google

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

PaidOrganic

Domain level links

Page level links

Page Level (Title, tags, content)

Mobile

Query data (long & short clicks)

Social media metrics

Location personalizationHOW ARE PAGES RANKED?Over 200+ factors contribute

#SMX #14D@Matt_Siltala

5

Most of the changes/filters are done to help DEFINE, EVALUATE and RATE links and the pages they come from.

AuthorshipRemovedAug 28In the NewsBoxOct 01PenguinEverfluxDec 10AuthorshipPhoto DropJun 28PageLayoutFeb 06Sep 23Panda4.1Dec 22Pigeon Expands(UK, CA, AU)Jun 12Payday Loan 3.0Oct 17Penguin3.0Mar 24UnnamedUpdateMay 19Panda4.0Jul 24PigeonOct 21Pirate2.0May 16PaydayLoan 2.0Aug 06HTTPS/SSLUpdate

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

There are four components of link popularityLINK POPULARITYLink 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 Equity

#SMX #14D@Matt_Siltala

LINK POPULARITYFour components and a lot of moving partsQUANTITYQUALITYRELEVANCEANCHORTEXT

#SMX #14D@Matt_Siltala

LINK QUANTITYThe number of links pointing to a webpage from different websites/pagesABDE

YOURWEBSITEC

#SMX #14D@Matt_Siltala

9

LINK QUALITYDetermined by the authority of the host sites and the sites linking them

XXCX

AXX

BXXX

YOURWEBSITE

#SMX #14D@Matt_Siltala

LINK QUALITYAll three engines have a formula to measure and compute quality

PageRank

TrustRank

NetRank

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

Quality pages have unique characteristics, they show:WHAT MAKES A QUALITY PAGE?The power of PageRank Yep, its still aroundAlgorithms reward quality and factual accuracy*

AUTHORITYEXPERTISE

TRUST

#SMX #14D@Matt_SiltalaA 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 dominanceCosta Rica Vacation RentalsBaby StrollersDiamond rings

petfinder

wfmz

pawlooza

huffingtonpost

app.pickering.ca

donatenow.networkforgood

peternity

somepuppytolove

saveacat

reseausecoursanimalmontrea

LINK: PETFINDER.COM

#SMX #14D@Matt_Siltala

RELEVANCERelevance is keyword, relationship and fact basedRelevance factors change constantly as the index grows

Your relationships may influence what is returned

Factual accuracy plays a part in determining relevance

#SMX #14D@Matt_SiltalaGoogle 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

ANCHOR TEXT An endorsement of what is to come

anchor text influences the queries your website ranks for in the search resultsGOOGLEanchor text helps define the theme of a linked pageBING

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

Make your anchor text part of the conversationANCHOR TEXTHyperlink when it makes senseAny links intended to manipulate a sites ranking in Google search results may be considered part of a link scheme and a violation of Googles Webmaster Guidelines. Additionallym creating links that werent editorially placed or vouched for by the sites owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.- GOOGLEDoesnt matter what you do, if Google thinks your inbound links are anything but editorial, YOU LOSE.

#SMX #14D@Matt_Siltala

16

YOUR GOAL WHEN BUILDING LINKS:QUANTITYof links

QUALITYpages

ANCHORSconversational

RELEVANCEaudience

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

17

UnnaturalLINKS

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

Paid linksLarge scale guest postingLow quality directoriesFooter linksTemplate linksUNNATURAL LINKS What the search engines (especially Google) want you to avoid

Large-scale reciprocal linkingPress releasesWidgets & badgesForum drops

#SMX #14D@Matt_Siltala

Do not acquire a lot of the same links quickly

Avoid using same anchors over and over

Avoid linking with low quality pages

Avoid placing links in navigation and sponsored areasWHAT TO AVOIDAvoid these flags and footprints

Avoid pages/sites hosting excessive reciprocals and template links

Avoid sites with excessive Adsense

Dont make directory links (even niche directories) a large part of your portfolio

Avoid sites with no Contact or About Us info

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_SiltalaIn addition to the type of links there were methodologies they penalize

THINK BEFORE YOU LINKQuestions to askIs the page hosting your link in the search index?

Been cached lately?

Do they use nofollow attributes?

Does the website participate in social media?

1

2

3

4

5

6

7

8Does the webpage rank for relevant keywords?

Is the website tied to a network?

Is the content relevant to my site?

Search complaint + URL?

#SMX #14D@Matt_Siltala

Penalties &DISAVOW

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

GOOGLE PENALTY OR ALGORITHM UPDATENot hard to figure out but bad either wayIF YOUR SITE:OR

YOU EITHER HAVE:OR

a manual penaltyaffected by changes/filters to an algorithm

disappeared from the search results lost ranking

#SMX #14D@Matt_SiltalaOr 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

#SMX #14D@Matt_SiltalaIf your site has received a manual penalty, it will show in your search console

MANUAL ACTIONSTwo Types: site-wide and partialUnnatural links pointing to your siteHacked siteUser generated spam in your blog/forumThin content with no valueCloaking/spammy redirectsHidden text/keyword stuffing

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

RECONSIDERATIONAsking Google to review your site after manual penalty (request a review)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.

#SMX #14D@Matt_Siltala

26

RANKINGS DROP DUE TO CHANGE IN ALGORITHMHow do you determine which search engine update affected you?CHECK GOOGLE &Other AnalyticsGOOGLE ALGORITHMUpdates History

#SMX #14D@Matt_Siltala

27

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!)DisavowAsk Google not to take low-quality links into account when assessing. 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

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_Siltala

Watch your backlinks like you watch your rankings!RANKINGS DROPWatch, watch, watchBE PROACTIVE, DONT WAIT FOR A SLAP DOWN!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.

#SMX #14D@Matt_Siltala

Link BuildingTACTICS

#SMX #14D@Matt_Siltala

#SMX #14D@Matt_SiltalaIt 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. REMEMBER THESE 3 SIMPLE FACTSIn link building

#SMX #14D@Matt_Siltala

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 helpDoes the page rank well?RankRanger AuthorityLabsDoes the site have a varied backlink portfolio?RavenTools SEOBook Tool Set OSE Cache date recent?CachedPages (free) Content relevant to yours?BuzzstreamInbound links use a wide variety of anchors?MajesticSEMRushBacklinkWatch (free)Lots of social signals from several networks?SendibleBuz