Is Link Building Still Crucial, Or A Waste of

Time & Money?

David Naylor

15th May 2013 – SMX LONDON

Is link building still crucial for SEO?

…actually, was it ever?

NO!

…it just made things easier!

• ‘Over-cooking’ anchor text• Comment spam• Forum spam• Article spinning• Link networks

So what’s crucial now?

Link clean-ups!

Reprofiling Removing

Readjusting RebalancingRethinking!

Social signals…Really?!

How are Google counting these?Why would Google trust RT’s / Likes?

I could buy you a million ‘Likes’!*

*Come see me after

So what now?!

Become a BRAND!!!I’ve been saying it since 2009!

A bit about Brands

Google+

Google Local

PPC

Trust Signals

Increased volume of search for your brand name

Are you ticking all the boxes for Google?

Creating a Brand - SEO

Demonstrating thought leadership (white papers)

Regular and consistent media engagement

Demonstrating innovation and “first to market”

Reacting to industry milestones and movements

Are you distinct and recognisable within your sector?

Creating a Brand – PR via 10Yetis

Why create a Brand"Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“

And the Brands listened!

Brands are the ProblemGoogle’s Mr Singhal calls this the problem of “brand recognition”

Where companies whose standing is based on their success in one area,

use this to “venture out into another class of information which they may not be as rich at”.

Brands are the Problem

Content Marketing

Google still want great content that people will

link toA.K.A.

Content Marketing Bullshit

Content Marketing has been around forever!

It’s just another Buzzword!

You Can’t Make This Stuff Up!

* We think they might have made it up

Examples of Content…

http://www.bbc.co.uk/news/business-15748696

blog.interflora.co.uk/interflora-valentines-day-survey-infographic/

Embed link :www.interflora.co.uk/category/valentines-gifts

Matt Cutts on Infographics…Last summer Google’s

Matt Cutts said that he:

...would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree. The link is often embedded in the infographic in a way that people don’t realise, vs. a true endorsement of your site”.

Examples of Content…

www.interflora.co.uk/category/valentines-gifts

Examples of Good Content…

http://www.bbc.co.uk/news/business-15748696

Content isn’t all LOL Cats

But the internet loves a Grumpy Cat

Hate Bait

Why women hate me for being beautiful

www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html

Brand BuzzASOS yellow dress

www.google.com/trends/explore#q=ASOS%20yellow%20dress&date=today%2012-m&cmpt=q

Brand Buzz

What does it take

Interesting?

Controversial?

Thought provoking?

So what does it take? Is it…

Engaging?

Thorough?

Data driven?

nobody wants to know what two things they should put on their

fish & chips…

Still haven’t found one site ranking without any “unnatural” links

Disavowing / removing bad links can help rankings – clean-ups!

Still need to go out and “encourage” people to link to your content

Brand signals alone won’t make you rank, but helps

But …

Thanks for listening@davenaylor

www.bronco.co.uk