link development - attracting & generating the right links lisa myers ceo, verve search...
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Link Development- Attracting & generating the right linksLisa Myers CEO, Verve Search
@LisaDMyers
#EdgeBristol
About Lisa Myers• 11 years experience in Marketing, 7 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder ofSEO-chicks.com and co-founder of European search blog StateofSearch
Awards• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)
@LisaDMyers
#EdgeBristol
some link history
PageRank
Google developed PageRank to measure
importance of pages largely based on incoming
linking structure and quantity
@LisaDMyers
#EdgeBristol
{then came quality and relevancy}
relevance + strength = quality
Your Site
/Page
Site 1
link
/Page
Site 2link
Latent symantec indexing, surrounding content ofa link. Not just about page 1 linking to your site, but about the overall SITE and it’s relevancy Also about Site 2 linking to SITE 1
In 2012 the algorithm is significantly more sophisticated,but.....
FCUKSEO
there are still weaknesses
Like....Article Spinning
• Where one article is used to create several versions, by replacing original words using synonyms and rewriting sentences
• Where a single piece of writing is remade into multiple variants of the original by substituting words and sentence structure using similar words.
@LisaDMyers
#EdgeBristol
Article spinning still works because the
Search Engines aren’t there YET. ....
@LisaDMyers
#EdgeBristol
INTEN
T
“In the beginning there were Robots”.....then they evolved
eviden
ce?
SEOmoz 2011 Study
Correlation between social signals andhigher rankings (this was pre G+)
Source: SEOmoz.org
Tasty Placement – Test 2012
Does Social Media boost organic rankings. 6 websites used in the test.
http://goo.gl/wxwPd
Source: TastyPlacement.com
but.
..
Boost in rankings from social shares is likely
to be restrained by time.
Is Google serious?
+ My WORLD
Rel=author
Google ++ my Worldrel=author
} evidence how seriousGoogle is aboutSocial signals
subtle hint
Link Development
SEO TOOLS
+
1.Brainstorming2.Link Analysis &
management3.Link Prospecting4.Creative &
Implementation
{ brainstorming – let your mind wander
#1
Topics - Don’t Restrict Yourself
A site selling clothes does NOT need to be restricted to fashion topics!
@LisaDMyers
#EdgeBristol
Allow a Chain Reaction
@LisaDMyers
#EdgeBristol
{ link analysis & management
#2
tools...
What to analyse: The Basics
• Anchor text• Depth of links (what pages are linked to)• Type of links (sources)• Authority & Strength of links• Backlinks history
Analyse your own site & your competitors!
# Domains Linking
@LisaDMyers
#EdgeBristol
Type of Links
@LisaDMyers
#EdgeBristol
Use of Anchor Text
@LisaDMyers
#EdgeBristol
Depth of Links
@LisaDMyers
#EdgeBristol
{ link prospecting- finding sites to target
#3
Competitors Links
• By analysing competitors links you will be able to find sites that have already linked to someone in your industry
• Targeting these are good to start with, BUT you obviously don’t want just exactly the same as what they have
@LisaDMyers
#EdgeBristol
Finding Relevant Sites
• Keyword + “article”• Keyword + “blog”• Keyword + “directory”
Keyword inurl: “write for us”Keyword inurl:”guest posts”Keyword intitle: “write for us”and so on...
Mangia Guest Post Toolhttp://www.mangiamarketing.com/free-link-building-tools/guest-post-opportunity-finder/
Useful Tool
Using Known Social Networks
• Utilising forums and social networks in your industry to find relevant target sites
• Bloggers are also often very social active on twitter, facebook, pintrest, instagram etc
{ creative & development
#4
Types of Link Development
• Utilising Existing Relationships
• Link Building
• Link baiting
• Article/Content Marketing
@LisaDMyers
#EdgeBristol
Utilising Existing Relationships
Often it is the simplest idea that gives you the
most link juice!
For example;- Would your partners, customers etc
link to you?- Which University did the CEO go to?
@LisaDMyers
#EdgeBristol
Apple.com
Links to domain= 35.8 MILLION!PR=9/10
link building
Link Building
• Directories• Blog & forum comments
Usually low quality so work best as fillers.
Should NOT be Primary Link Dev Strategy
link baiting
great digitalcontent
A piece of digital content (article,
video,infographic, etc) that specifically
increases
the chances for generating “organic links”
{
GREAT IDEAfunny
interesting
competitions
intelligent
newsworthy
educational
provoking
real examples{link (and social) bait
Infographics is great link bait!
Using a piece of contentto get a link can be very EFFECTIVE!
Content Outreach
It’s all about the ANGLE!
Give something back
Have something to trade, why should they
be linking to you?- Content (must be relevant!)- Discount/competition- Breaking news- Free “something”- YOUR USPs??!!
Don’t always try source a home for an article
already written. Find sites you WANT to get a link from
andthen write the article!
Their tone of voice and style and type of article!
@LisaDMyers
#EdgeBristol
Writing the content
• Spend time writing the article, it’s got to be good! Include stats, research or similar.
• Make sure the angle is appropriate for target site• Including keywords that you are targeting for
surrounding text• ANCHOR TEXT (ideally your main target
keyword)• Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE you!
real examples{content outreach
creating content for influencers
