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Isn’t SEO all about On Page Stuff?
SEO Without Link Building
On Page SEO Summary
• Establish Relevance!• Can’t compete for a term without it• Critical to SEO• But how do the search engines decide which
relevant pages to show first in the results?
Links Are Like Votes in an Election
Who Rank’s First?
Joe’sBookStore
Algorithmic Ranking Factors
Links Are Not Created Equal
Web Site A
Web Site B
KillerLink 1
Link 1Link 2……..…1,000
#1!
#2
Search Results
The Flow Of PageRank
All pages have a tiny, amount of PageRank
Pages gain PageRank from links that point to them
The Flow Of PageRank
The page can pass only a portion, f(x), of it’s PageRank to other pages
X
F(X)
PageRank
Passable PageRank
PageRank is Split EvenlyBetween the Links on a Page
X
Link
Link
F(x)*0.5
F(x)*0.5
Not 100% true, but a good working estimate
PageRank is an Iterative Algorithm
X
Link
Link
F(x)*0.5
F(x)*0.5
F(y)
Link
y
y
Page A
Page B
Page C
Google Toolbar• View PageRank of current page, once turned on.• Available for:
– Firefox– Internet Explorer
Toolbar PageRank
• Not the same as “Real” PageRank
• Logarithmic scale from 0 to 10
• Assigned to web pages, not sites
• Still, a useful metric
Culligan
0
ebay
10
12
34
5
6
7
8
9
Amazon
Disney
Gap
Relative number of pages with PR ratingRelative number of pages with PR rating
E
F
F
O
R
T
Sampling of Homepage PageRank Ratings
Sampling of Homepage PageRank Ratings
Boston Store
Google Says they use PageRank to Crawl
Role of Relevance
Your Page
(Used Ford Mustangs)
CasinoGambling
Online Prescriptions
Car and Driver
Magazine
Ford vehicles .c
om
Low Value
High Value
The Concept of Authority
A A
A
All Websites about Used Cars
Search Engines Do Not Count All Links
• Links they can’t read:– Encrypted JavaScript– In an iFrame
• Links on pages that they can’t crawl– Can’t find– Marked as NoCrawl in Robots.txt
• Links marked with NoFollow Attribute
Editorial Citations
• The algorithm is based on editorially given links• You aren’t supposed to buy votes!• Must earn the links with quality content/tools/…• Citations from relevant trusted authority sites
count the most
Why do People Link?
Graphic by SEOmoz
The 8 Basic Kinds of Link BuildingLink Building Methods
#1 – Manual Requests
1. Develop list of relevant sites
2. Research who to contact (and how)
3. Send an email (or call) requesting a link
ScalabilityValueDownsides: Hard to scaleUse: For highvalue link building
Will you link to us? Hmmm
#2 – Competitive Research1. Use tools to see
who links to your competition
2. Pursue top targets manually
3. Research competitor link building strategies
ScalabilityValueDownsides: Hard to scaleUse: For high value Link building, to understandcompetition
How did heget so big?
#3 – Distribute cool tools
1. Create a cool tool2. Allow other web
sites to include it on their site
3. Embed a link back to your site
3rd Party SiteCool Tool
LinkBackYour Site
ScalabilityValueDownsides: Success uncertainUse: If you haveunique andcompelling tools
Making Content Easy to Share
#4 – Linkbait and Viral Campaigns
1. Create unique, killer content that every-one wants to link to
2. Let market influ-encers know about it
3. Watch the links roll in
ScalabilityValueDownsides: Success uncertainUse: If you haveunique andcompellingcontent
Blog Media
Social Site Hobbyist
ViralContent
#5 – Content / Data Syndication
1. Create content others may want to place on their sites
2. Offer it to other sites
3. Require links back in return
ScalabilityValueDownsides: finding partnersUse: If you haveunique andcompellingcontent
YourContentOr Data
Site1
YourSite
Site2
Site3
LinksBack
Infographics Example
Guest Posting
• Find sites that accept guest posts– <your-market-keyword> “guest post”
• Determine what content they might want• Contact them and offer them that content• Write it and deliver it
– Write high quality stuff – the effort will pay you back in the long haul
• Get one or more links back
#6 – Link Reclamation
1. Get a list of 404 errors found by the search engines
2. Determine which ones are from bad external links
3. Request list or 301 redirect
ScalabilityValueDownsides: Hard to scaleUse: Always,it’s easy
404Page
YourSite
FixedLink
GoodLink
Source
BrokenLink
Google Webmaster Tools 404 Report
Strategies to Avoid
#1 – Exchanges and Trades
1. Research relevant sites
2. Figure out how to contact them
3. Suggest trading links
ScalabilityValueDownsides: Search enginescan discountUse: Only withquality relevantsites
Dude, wanna swap links? Hmmm
#2 – Buy the Links
1. Research relevant sites
2. Figure out how to contact them
3. Suggest trading links
ScalabilityValueDownsides: Search engineswant to discountUse: Never
Hey Dude,Want some dough? Hmmm
Finding High PageRank Pages
Google Directory• Pulls from
DMOZ• Ordered by
Google’s PageRank.
Link Building Tools
Yahoo! Site Explorer
Directionally indicativewithin ~50%
Not necessarily followed & in a somewhat random order
SEOmoz’ Open Site Explorer
Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the Linkscape web index (approx. 60% the size of
Google/Bing)
Open Site Explorer
Poor Anchor Text Spells Opportunity
Link Intersect
Find sites that link to multiple competitors, that don’t point to you.
Top Pages
Find which pages are earning links (your own
& competitors)
404s? Reclaim them!
Majestic SEO
What is that Link Worth?
Quantitative Metrics
• # of Linking Root Domains to URL• # of Linking Root Domains to Domain• Homepage PageRank vs. Domain mozRank• URL PageRank vs. URL mozRank• # of Links to the Page (Yahoo!, GG Blogsearch, Open Site Explorer)• Twitter mentions (Backtweets.com)
Subjective Metrics
• Brand name reach/recognition• Quality of other links on page/site (Bing - Linkfromdomain)• Attainability and Effort
Jumping through Hoops (via WKA on Flickr)
Social Media Optimization
Leveraging Social Mediato Create Buzz and Links
The Power of the “Linkerati”
Social Media Value
• PR Channel, much like TV and radio– People use social sites to consume content– Provide useful content and spread your message
• Customer service channel– Comcast’s Frank Eliason
• Market Testing / Feedback• Oh yes, and links …
Value of Social Links• Most do not pass PageRank• However, PageRank is not “all”• Regular social media placements could be a
trust signal– Feeds “query deserves freshness”– However, fades with age
• The true SEO value is in the signal to influential humans that see you there– And the links that they give you!
Wikipedia• If you can, obtain a profile page on Wikipedia
– Links to your site do not pass link juice– Builds credibility with media and others
• Don’t go add it yourself!– Against Wikipedia guidelines– Become a contributor, add lots of value, make friends,
establish credibility, then suggest it• Must meet notability test• Suggest relevant category tags• Monitor article changes (trackengineurlywarning).
Wikipedia Summary
Wikipedia
ScalabilityValueDownsides: Time investmentUse: Only ifnotable
Benefits: Builds CredibilityBrings traffic
Your Name
This guy must be the
real deal
Play by the rules
Digg / Social News• An article that makes the Digg home page:
– Can get tens of thousands of visitors– Can get hundreds, or thousands of links
• Getting there is the hard part• Create great content
– Use Digg to research other articles on your topic area that have made it
• Target the audience (13 to 28 year old males)• Befriend or hire a top Digger
Digg• Strip away commercial links while promoting on Digg• Friend popular Diggers. Better yet, get a popular
Digger to submit your story. • Time your presence on the Digg front page for
daylight hours • Craft a killer title using this formula from Muhammad
Saleem: number + adjective + key phrase– E.g. “13 Most Chilling Haunted Hotels” or “16 Incredibly
Unconventional Hotel Rooms”
Digg Summary
16 most…
ScalabilityValueDownsides: Miss rate highUse: If your sitelends itself to theright type ofcontent
Benefits: TrafficLinks
Your Article
DiggHomePage
Tons of VisitorsTons of Links
StumbleUpon
• Build relationships / subscribers• Use “Send to” function in toolbar
• Subscribers will view your stuff• Always get some traffic• If it becomes popular …
Wow!This Is great
StumbleUpon Summary
ScalabilityValueDownsides: Lots of singlesUse: If yougenerate greatnew content onan ongoing basis
Your Cool
Content Traffic
Stumble Upon
YourSite
SUCommunity
Benefits: Traffic &Some Links
YouTube• Post great videos on YouTube• The videos on YouTube get most of the links• Consider developing additional videos that you how
on your own site• Consider creating a microsite and making the
microsite URL your username.• Run a contest and recruit popular YouTube users to
enter. Their submission will get pushed out to all their subscribers
YouTube Summary
Create Great Video
ScalabilityValueDownsides: Home run ballUse: If you have akiller concept fora video
Benefits: BrandingTraffic & Some Links
YouTube
LinkedIn• Add 3 links to your public profile• Search for influencer’s LinkedIn profiles
– Use InMail to contact them– Much higher open rate than e-mail
• Add a LION (LinkedIn Open Networker) or two to your network. – Try to find a “promiscuous sneezer”– Use the TopLinked.com list. (
http://www.toplinked.com/top50.html)• Add email address to your “professional headline”
LinkedIn Summary
LinkedInProfile
LinkedInCommunity
ScalabilityValueDownsides: Labor intensiveUse: To build highvalue contacts
Benefits: Spread ideasReach thought leadersBypass spam filters
Facebook• Create a fan page or group or both• Use fan pages to build long term relationships
– Fan pages get indexed– Use Facebook ads to build audiences faster– Must have a hook
• Use groups for quick discussions and viral activity– Groups are limited to 5000 members
• Customize your fan page or group• Update regularly!
Facebook Summary
TrafficYourSite
FacebookCommunity
ScalabilityValueDownsides: RequiresCommitment!Use: Build traffic,links, andreputation
Benefits: Branding,Traffic & Some Links
FanPage Group
Twitter• Pick a good account name (memorable)• Customize your background• Follow people with lots of followers
– Many will follow you back– Now you have a channel for your tweets– Cater to that channel!
• Use hash tags for Twitter search• Include URLs and references where appropriate• Contribute regularly
Twitter Summary
TrafficTwitterAccount
YourSite
TwitterCommunity
ScalabilityValueDownsides: RequiresCommitment!Use: Build traffic,links, andreputation
Benefits: Branding,Traffic & Some Links
Blogs• Write unique and compelling stuff• Interact with other bloggers.
– Comment on their blogs– Link to their good stuff from your blog– Get to know them– DON’T SPAM them
• Build an audience through these relationships• In time, people will link back to you
Blog Summary
YourBlog
Blogoshpere
ScalabilityValueDownsides: RequiresCommitment!Use: For links andrelationships
Benefits: Links andRelationships
WebLinks
Proceed with Care!
• Social communities do not like to be “used”• People in the communities take action• So do the social media properties themselves• Play nice!• Be a member of the community• Contribute to the community• And it will pay you back
Thank You!Eric [email protected]@stonetemple(508) 485-7751
http://www.stonetemple.com/bloghttp://searchengineland.com/author/eric-enge http://searchenginewatch.com/sew_author_fullarchive&author=3624376 http://www.seomoz.org/users/view/18040http://www.instantetraining.com/ http://artofseobook.com