Wine and Web: The Future of Link Building
41
Wine & Web Andy Crestodina @crestodina #wineweb The Future of Link Building
-
Upload
orbit-media-studios-inc -
Category
Documents
-
view
1.721 -
download
0
description
Let's take on the most important tactic for the most important strategy. Let's talk link building. Why do links matter? What kind of links matter? If Lance Armstrong was an SEO? What would he do? A penguin is just a silly bird, right? How do I get links? This presentation covers the theory and practice behind the most important (and most mysterious) corner of web marketing: links.
Transcript of Wine and Web: The Future of Link Building
Wine & Web
Andy Crestodina@crestodina #wineweb
The Future of Link Building
Inbound Links, BacklinksA link from a website to your site.
Definitions
Link Popularity, Domain Authority, PageRankA measurement of credibility of a website, based on the number and credibility of sites that link to it.
Link BuildingThe act of improving the link popularity of a website to improve search engine rankings.
Source: SEOmoz, 2011 Search Engine Ranking Factors
Why do pages rank?
SEO Steps: Effort and Importance
Tech.SEO
EFFO
RT
KeywordResearch
On-Page
Link Building…
TIME
The Valueof Links
links are credibility
more links = more credibility
links from credible sites =much more credibility
many outgoing links =less credibility per link
It’s good when the link textIncludes the target keyword.
but if all the links include thetarget keyword, that’s bad.
Follow vs. NoFollow
Domain Authority over time…
“Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.”
Source: SEOmoz,
If Lance Armstrongwas an SEO…
If Lance Armstrong was an SEO…
Buying Links / Blog Networks
Reciprocal Linking / Link Wheels
Blog Comment Spam
Spammy Guest Blogging
#blackhat
Welcome to the dark side…
A Penguin is born: April 24, 2012
Revenge!
Penalties for…
• Paid Links / Link Schemes
• Over-optimized Link Text
• Keyword Stuffing
• Cloaking
• Duplicate Content
GUEST BLOGGING
…also known as “PR”
Blogging vs. Guest Blogging
BloggingContent = 2Links = 0Friends = 0
Guest BloggingContent = 3Links = 1Friends = 2
YOUYOU
Blogging vs. Guest BloggingRound Two…
content better links + real connections
Blogging Guest Blogging Strategy
Blogging vs. Guest BloggingRound Four…
Nice blog, but… This is what great web marketing looks like.
Blogging Guest Blogging Strategy
Guest Blogging Tips: ResearchSearch for: [topic/industry] “write for us” …just look at all those blogs!
Is the domain authority higher than yours?Is there good social activity? Shares? Comments?Is you audience likely to read this blog?
Know the blog: • Read the guidelines• Recent posts• Focus on the audience
Guest Blogging Tips: The Pitch1. Connect with the editor. Build a relationship. Use social media.
2. Keep it short and personalized“I read the article ‘XYZ Title’ and really enjoyed it. I think I have an idea for an article that your readers will really love. Would you be interested in that?”
3. Offer to edit “happy to make any changes.”
4. Offer to promote …and respond to comments
5. Follow up, but don’t be pushy
Guest Blogging Tips: The Post
1. Make. It. Good.
2. Make it fit. Length, formatting and images
3. Optimize it! Keyword Research + On Page SEO
4. Author bio: Short, sweet and HTML (rel=author)
5. Link to your other content …if it makes sense
6. Make it easy for them. A ‘no-work’ proposition
Diminishing Returns…
• 20 links on 20 domains > 20 links on 2 domains• Vary your anchor text often. Don’t over-optimize!
Source: SEOmoz, What are you best tips for link builders?
Here’s an example…
SEO IS A GAME
Play it!
10 More Ways to play…1. Check competitors Links (OpenSiteExplorer.org)
2. SEO-savvy PR
3. Use the phone
4. Sponsor Something
5. Interview Someone
6. Ask plagiarists to link to you (CopyScape.com)
7. Ask partners, suppliers, vendors, etc.
8. Run a contest
9. Submit to IYPs (Internet Yellow Pages)
10. Be a Member: Associations, Chambers, Directories
Source: SEW: 131 (Legitimate) Link Building Strategies
Keep Score!Source: List.ly: Guest Posts
LINK MAGNETS
…the real secret to building links and ranking higher
Step 1: Write 2000+ words
A. Teaches something useful
B. It’s on a topic that you love
C. Use Google Authorship tagging
GOAL: Write the best page on the internet for the topic
Step 2: Pick a phrase
A. Yes, people are searching for it.
B. No, it’s not too competitive.
Source: Orbit Media: How to Research Keywords
GOAL: a realistic chance of ranking
Step 3: Use the phrase
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Build links to the page from other pages on your site. Use the keyphrase in the links.
GOAL: indicate the relevance
Step 4: Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
GOAL: Link, Link, Nudge, Nudge.
Rank Links Rank➡ ➡
So that’s how Wikipedia does it!
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!
