Implement These 10 SEO Tips, You Must Part 2 - 5 Link Building Strategy Essentials | SEO.com Webinar
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Transcript of Implement These 10 SEO Tips, You Must Part 2 - 5 Link Building Strategy Essentials | SEO.com Webinar
5 Link Building Strategy Essentials
Implement These 10SEO Tips, You MustPart 2
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About SEO.com
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Kristy NG
http://www.linkedin.com/in/kristyng
SEO Manager
Link Building Strategy
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5 Fundamentals
5 Link Building Fundamentals
1. Have a Plan You Must2. Put People First You Should3. Nitty Gritty SEO… Yes4. Stay Active You Must5. Overdo It You Must Not
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1. Have a Plan You Must
Have A Plan: Know Your Link Portfolio
• SEO History• Backlink Attributes
– Branded vs. Non-Branded– Diverse Domains– Anchor Text– Quality vs. Quantity
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Have A Plan: Know Your Industry
• Industry blogs – Thought leaders
• Forums– Building relationships
• Q&A Sites
• Competition
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Have A Plan: Know Your Consumer
Understand Purchase Behavior
– Length of purchase cycle
Needs Awareness
Information Search
Evaluating Alternatives
Purchase Decision
Post Purchase
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Have A Plan: Know Your Consumer
• Social Networks
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Have A Plan: Know Your Consumer
• Pinterest Demographic
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Have A Plan: Know Your Consumer• Google+ Demographic
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Have A Plan: Develop A Strategy
Set Goals
Understand Your
Consumer
Research
Develop Strategy
Implement
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2. Put People First You Should
Put People First: Know Your Consumer
• How to reach your consumers– Relevant blogs– Social networks
• Types of content – On vs. Off Your Site
• Videos • Infographics• Blog Posts• Guides
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Put People First: Link Bait Types
• Infographics• Instructographics• Video• Memes• Ecards• How To Guides• Top Lists
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Put People First: Link Bait Goals
• Increased visibility• Social shares• Increased brand
awareness• Increased traffic• Increased conversions
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3. Nitty Gritty SEO… Yes
Nitty Gritty SEO: Quality vs. Quantity
Quality • Useful content (how to guides)• Link bait (infographics, mini graphics, video)• Links for users • Time• Creativity
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Nitty Gritty SEO: Relevance vs. Authority
• Relevance– Use of anchor text– Relevance of site vs. page
• Authority– Use of branded– Third party affiliations
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Nitty Gritty SEO: Follow vs. No Follow
PR 6
PR 0 PR 2 PR 2 PR 2
NO FOLLOW
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4. Stay Active You Must
Stay Active: Reasons
• Sustaining success• Increased visibility• Industry changes• Creativity• Competition• Trends
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Stay Active: Utilize Employees and Partners
• Employees– Guest blogging– Blog commenting– Industry communities
• Partners/Sponsorships – credibility by association
• Integration into company policies– Training– Ongoing link building
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Stay Active: Blog Engagement
• Build relationships• Interact with readers• Future opportunities
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Stay Active: Blog Posts
Things To Consider:• Understand your industry• Understand your target market• Write great content
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5. Overdo It You Must Not
Don’t Overdo It: Avoid Link Penalties
How To:
• Put people first • Google’s terms and conditions• Avoid site wide links• Build your brand• Diverse anchor text• Credible links• Useful links• Diverse link portfolio
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Don’t Overdo It: Quality vs. Quantity
Quality – Long-term success– Sharable/useful content– Fall in line with goals– Time
Quantity – Quick wins– Ease of acquisition– Attributes for ranking Quality
Quantity
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Don’t Overdo It: Anchor Text
• What is natural?– Branded– Click here– Website
• Exact match• Partial match• Branded• Content around links
SEO Campaign
General
Keyword Specific
Successful Campaign
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Don’t Overdo It: Anchor Text
• Anchor Text Distribution
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71%
8%
21%
Walmart
BrandedGenericKeyword
67%
17%
16%
Sole Sports
BrandedGeneralKeyword
Don’t Overdo It: Domains/IPs
• Diversification Increased Visibility & Value
0 1 2 3 4 5 6 70
1
2
3
4
5
6
# Links Per Unique Domain
Valu
e
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Don’t Overdo It: Diversification
• Think about people• High and low quality• Different types of link
building• Be genuine• Google algorithm changes
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Questions?
Kristy NG
http://www.linkedin.com/in/kristyng
SEO Manager
Thank You
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