The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
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WEBINAR SERIES #linkanaly sis @Rio_SEO The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO @MajesticSEO
description
As search engines continue to penalize poor link building techniques what is a marketer to do when it comes to proper link analysis and how can they avoid becoming a casualty of the war against link spam? Join Dixon Jones, of Majestic SEO and Pete Dudchenko of Rio SEO as they explore the changing linking landscape over the past year and what role link analysis will continue to have as SEO evolves and search engines update their algorithms. Key Takeaways: Learn how Google’s algorithm updates have affected the linking landscape of SEO Learn the key metrics needed for proper link analysis The future of link building and analysis in content marketing Tools and technologies that can provide valuable link building and analysis insights Speakers: Pete Dudchenko, VP of Product Management, Rio SEO Dixon Jones, Marketing Director, Majestic SEO
Transcript of The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
WEBINAR SERIES
#linkanalysis
@Rio_SEO
The Missing Link –Role of Link Analysis and Content Marketing in Tomorrow’s SEO
@MajesticSEO
Agenda
Key Takeaways: Learn how Google’s algorithm updates have affected
the linking landscape of SEO Learn the key metrics needed for proper link analysis The future of link building and analysis in content
marketing Tools and technologies that can provide valuable link
building and analysis insights
Today’s Speakers
Pete Dudchenko, VP of Product Management, Rio SEO
Dixon Jones,Marketing Director, Majestic SEO
Dixon JonesSpeaker Intro
Marketing Director, Majestic SEO
UK Search Personality of the Year 2012
Top UK Online Marketing Blogger
Why Links Made Google Great
Alta Vista and others could not get the scale
Google’s Page Rank algorithm requires knowledge of the whole web to work well
Links were at the heart of the algorithm and these were also the hardest metric to fake
Google was King!
Year Annual Google Searches/ Daily Searches
2012 1,873,910,000,000 5,134,000,0002011 1,722,071,000,000 4,717,000,0002010 1,324,670,000,000 3,627,000,0002009 953,700,000,000 2,610,000,0002008 637,200,000,000 1,745,000,0002007 438,000,000,000 1,200,000,0002000 22,000,000,000 60,000,0001998 3,600,000 9,800
Then SEOs Piggy Backed Google
SEOs find out how to “game” Google Search
SPAM boom Google Search ‘owns’ the market
Almost All Link Building Worked
Without a human element to the algorithm, Google was bad at seeing bad links
Google was “scared” to give some links an algorithmic negative score
So if only 1 in 100 links counted, quantity was still king
What Started to Change for Google?
Google Analytics and other tracking helped
Social Signals can give a different insight layer for Google
They managed to start the magical correlation….
The Magical Correlation of Links + Search
Links Influence Google Rank Social Networks and Referrals Building a Link Campaign
In 2012, The Tide Turned
For a while, people started to sink. It was a perfect storm for Google.
The harder you had gamed Google before, the harder you fell now.
The Important Elements of Penguin
Anchor Text played a big part in rankings
Links either counted or not There was no feedback
loop Google SAID paid links
were bad
Too much Anchor Text was a penalty signal
Links can also count negatively
Disavow process to reinforce the algorithm
Google can detect and penalize paid links
Before Now
So Now It’s ALL About TRUST
Google’s Page Rank scored a web page based on links alone
Now Google knows which links to TRUST and which to DISTRUST
Majestic SEO Flow Metrics to the Rescue
Majestic SEO Link Analysis Flow Better Link Quality Metrics Build Better Links!
Understanding Link Quality Metrics
What is Link Quality? How do I approach the right
link opportunity?
Citation Flow: Based on Flowing Link Counts
Trust Flow: Based on a Trusted Seed set
What is Citation Flow? Based on link counts
A Strong Link Profile
A Less than Perfect Link Profile
Be wary of links with high citation, but low trust
Look at the motivation behind each link to be sure
Here’s One of Those Links…
Poor link posted on website
Spam-based approach
Are Links Still Important?
Quality over quantity REMOVE low quality
signals Heavy Anchor Text Paid Links Low Quality Links
Traffic should reflect the link equity
This Man says YES But Now...
Pete DudchenkoSpeaker Intro
VP Product Management, Rio SEO
7+ Years Experience in the SEO and Online Marketing industry
14+ Years in Software Development building enterprise level products
Involved with Covario/Rio SEO since the company inception
How Does this Fit into the BIG PICTURE?
Digital Marketing Changed Convergence of Data Social, Local, Mobile and
MORE! It’s more than basic
linking
The SEO Life Cycle Becomes Smarter
SEO
It Begins With Content Inspiration
For SEO, it starts with Keyword Discovery
The goal is to create content that is relevant and engaging to your target audience
The more relevant the content, the more likely to be Found, Friended, Followed & Forwarded
Content Creation and Optimization
On-Page SEO needs to begin now, not after-the-fact
Real time SEO feedback
Content topics and target audience interests are known and used during the creation process
Content Distribution and Promotion
Great content needs to be promoted
Content follows a democracy where it is voted into a high ranking position
Focusing around On-Page SEO here is too late
Social Promotion
Link Acquisitions
Local Distribution
Reporting and Analysis
Factors both on-page and off-page elements
Off-Page elements include a Link Audit Score
Link Audit Score brings in Trust Flow and Citation Flow metrics
Better Link Analysis
Rio SEO Audit Score
SEO AUTOMATION SOFTWARE
Questions?
Dixon [email protected]@dixon_jones
Pete [email protected]@pete_dudchenko
