Jen Keller - Demystifying SEO Link Building: The Key to Ranking High

© 2011 Keller SEO Services LLC. All Rights Reserved.

Link Building:

The Key To Ranking High


Session Goals• In 50 minutes… “Link Building 101”

– Why inbound links are critical to rankings– How to assess the value of a link– How to figure out who is linking to you– How to find effective link building strategies

• Give you examples & useful tools

• Won’t cover in-depth:– Social media & link building/SEO cross-over


Before We Start…


4 Pillars Of SEO

Co

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nt

Keywords

OptimizedWebsite

Lin

kin

g

Tech

nic

al

Arc

hit

ectu

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Critical Starting Point

Webpage URL Keyword Targets

http://www.example.com/outdoor/ outdoor lights (147)outdoor light (83)outdoor light fixtures (63)outdoor lighting fixtures (43)outdoor light fixture (20)

http://www.example.com/outdoor/path-lights/ path lights (63)path lighting (53)path light (24)outdoor path lighting (20)outdoor path lights (13)

• Know your 3-5 keyword targets for each page


The Basics


Definitions• “Inbound links”, “external links”, “backlinks” =

links that sit on other websites and point into your website.– Image links – URL links

• http://www.keyword-rich-domain-name.com

– Anchor text links


Anchor Text = Words In The Link

Source: http://www.bobcarlisle.com/


Links Are Like Votes

Source: http://elections.nytimes.com/2008/results/president/map.html


12th

1st

Not All Links Are Equal In Value

Balance quantity versus quality. Look at the value of the link


Top 5 Ranking Factors From SEOmoz Research

1. Keyword focused anchor text from external links

2. External link popularity (quantity & quality of external links)

3. Diversity of link sources4. Keyword use anywhere in the title tag5. Trustworthiness of the domain based on link

distance from trusted domains• Note: 4 out of 5 have to do with links!

Source: SEOmoz Search Engine Ranking Factors 2009


Moral of the Story…• Link building is fundamental to SEO• Unless you are a top tier brand (one that can

attract good links without effort), you need to link build

• It’s often the difference between stagnating at #12 and moving up to #1

• Link building is an ongoing effort


Value Of A Link


Value Of A Link

Anchor TextTrustRelevancePlacementOutbound Links

Source: Dan Deceuster, Internet Affiliates


Anchor Text• Build anchor text links into specific webpages,

using the keyword targets identified during Keyword Research

• Don’t over do it. Search engines can detect unnatural patterns

• Add variations– “stacking chairs” “stackable chairs”, “stacked

seating”, “chairs that stack”


Anchor Text Analysis

Tools: SEOmoz’s Linkscape


Relevance• A measure of how connected the content of

your webpage is in relation to the page that is linking in to you– www.nfl.com www.packers.com– www.bootsontheroof.com www.siliconsolar.com– www.milwaukeepressclub.org

www.milwaukeeima.org


Relevance


Relevance?

Tools: SEOmoz’s Linkscape


Placement• The value of a link may differ based on where

it is located in a webpage (Google’s “Reasonable Surfer Model”)

In the main body text, surrounded by supporting context Greater prominence (higher on the page, color/bolding, near headings)Near other relevant linksOverall site context

Source: Bill Slawski http://www.seobythesea.com/?p=3806


Good Placement


Not-As-Good Placement

http://www.datinghotline.net/electronics.html


Trust• Evaluating the link neighborhood

– How many links or clicks away are highly trusted “seed” sites?

Source: The Art of SEO


Trust

eere.energy.govDmT = 8.01

energyusernews.comDmT = 5.99

solarhome.org


Number Of Outbound Links• Each link out on a webpage, passes on some

of that page’s value

Source: The Art of SEO

N

r

= The Value of a Page

= The # of Outbound Links

• The more outbound links a page has, the less valuable a link from that page will be


Number Of Outbound Links

Source: Quirk SearchStatus Firefox Addon


Value Of A Link: Recap• In a perfect world, you want all pieces of the

pie:– Anchor text with keyword focus– High relevance– Good placement– High trust– Low number of outbound links

• Two or three pieces can sometimes be good enough


Links Search Engines Don’t Count• Links on pages they are instructed to ignore

– Disallows in robots.txt– NoIndex meta tags

• Links they cannot read– Encrypted JavaScript– In an iFrame

• Links identified as NoFollow– <a href="http://www.example.com"

rel="nofollow">Example</a>


NoFollow Highlight Tool

Source: Quirk SearchStatus Firefox Addon


Backlink Analysis


Backlink Analysis Tools

• Analyze Backlinks• BackLink Watch• BuzzStream• Link Diagnosis• Link Insight• Link Manager• LinkScape• Majestic SEO• Ontolo

• Open Site Explorer• Raven Tools• SEOBook Tools• SEO Spyglass• BackLink Summary• Who Links To Me• Yahoo Site Explorer• Yoast Link Analysis


SEOmoz’s Open Site Explorer

Source: http://www.opensiteexplorer.org (need SEOmoz Pro Account for full results)

• An outgrowth of Linkscape


Basic Profile Data



Comprehensive Link Details



Apply Filters



Result = 301 + Followed from External Sites



Categorize & Reverse Engineer



Questions To Answer• What links does my competitor have that I

should have too?– Directories, associations, trade/industry sites…

• What are my competitor’s link acquisition strategies?

– Blogs, press & news, paid advertising, widgets…• What content on my competitor’s site is most

linked to and why?– Sort Excel by “Target URL” column


Questions To Answer• Which strategies allowed for targeted anchor

text variations?– Sort Excel by “Anchor Text” column

• Remember to look for “high value” link ideas– High Domain Authority, High Page Authority

• Warning: This takes time and attention-to-detail but is worth it for the Ahas!


Directories (General, Industry, Geographic…)

Anchor text links

without NoFollow

Source: http://solarbuzz.com/industry-news/directory


Associations, Sponsorships

http://www.solarpowerinternational.com/2011/custom/spi/index.htm

Image link without

NoFollow; ask for alt text


Blogs

http://www.treehugger.com/files/2008/10/7-portable-solar-laptop-chargers-worth-considering.php

Anchor text links

without NoFollow


Widgets, Badges, Embeddable Content

http://solar.coolerplanet.com/Widgets/Download.aspx


Paid Advertising

http://thesurvivalmom.com/2009/10/21/chrystalyns-adventures-with-the-sun-oven/

Many websites do not follow

Google’s NoFollow requirement for

advertisements


Viral Content -- Infographics

http://simplecomplexity.net/solar-powered-world/


How To Develop

Link Building Strategies


Being Identical Is Not Enough


Keller SEO Approach• Goal: Leverage exceptional resources and

unique & valuable information• Step 1: Run Link Building Brainstorm Session

a. Identify Market Defining Words – A word or set of words that broadly describes your industry; Higher level than keyword targets• Solar Green, Sustainability, Renewable Energy

b. Identify “Linkable Assets”• What about your organization is “linkable?”• Does not have to be digital

Sources:: Ontolo, Garrett French


Potential Linkable Assets


Approachc. Identify “Link Targets”

• What types of websites, pages, people or places seek & value this linkable asset?

• Step 2: Match “Link Targets” with potential “Linkable Assets”

• Reseller of used manufacturing equipment White paper

• Sweepstake entrants Embeddable badge• Distributor Online Calculator

• Step 3: Execute, Refine, Repeat…

Sources: Ontolo, Garrett French


Which Strategies To Adopt?• The ones that…

– Fit with your content– Play to your skill set– Play to your brand’s strength– Leverage your networks & relationships– Fit your budget

• Ultimately these are the ones which will work!

Source: SEOmoz


Session Recap• How to assess the value of a link

– Conceptual: Anchor text, relevance, placement, trust, # of outbound links

– Metrics: Page Authority & Domain Authority• How to figure out who is linking to you

– Backlink analysis• How to find effective link building strategies

– Competitive reverse engineering– Matching “Link Targets” with potential “Linkable

Assets” and executing


Keller SEO Services Link Building Options1. Do-It-For-You Monthly Program2. Link Building Workshops3. Custom Coaching & Training


Help Make A Difference• If interested in SEOmoz Trial, sign up via

http://www.jenkeller.com (on bottom right rail)

– All affiliate earnings are donated to charity

http://www.jenkeller.com/


About Keller SEO Services• Jen Keller is a Milwaukee SEO Specialist & founder/owner of Keller SEO Services.

With over 12 years of search marketing experience, Jen has guided the development of more than 122 websites, including the first ever NBColympics.com. She has helped a wide range of clients create, refine, and execute profitable search engine optimization strategies -- garnering hundreds of Google “top rankings” along the way. Her pre-web experience is in traditional direct and database marketing. Jen has an MBA from the University of California at Berkeley with an undergraduate degree from Princeton University where she captained the Varsity Women’s Basketball Team.

• Keller SEO Services provides search engine optimization services direct to companies in all types of industries. Clients have included: Yahoo!, KI, Markel American Insurance, Aurora Healthcare, Milliken & Company, Wennsoft, Marquette University, ISC International, Fox Valley Technical College and numerous small/medium-sized businesses. Keller SEO Services also provides SEO expertise to clients of interactive agencies, such as: Fullhouse Interactive -- Kimberly-Clark, MillerCoors, Johnson Controls, Wisconsin Dells Visitor & Convention Bureau, Ruud Lighting & Pierce Manufacturing.

• Contact Info:– [email protected] or 262.758.2041



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Jen Keller - Demystifying SEO Link Building: The Key to Ranking High

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Transcript of Jen Keller - Demystifying SEO Link Building: The Key to Ranking High