Date post: | 08-May-2015 |
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Business |
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Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis
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Agenda
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Why Links
Are So Important
(Still)
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PageRank – The Core of Google’s Success
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The Power of a Link
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The top 72 most highly
correlated ranking factors relate to links.
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Still not convinced? Search for “CLICK HERE”
6 of the top 8 results do not
have the words CLICK HERE anywhere on
the page.
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A Link in Nature
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The HTML behind the Link
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The Components of a Link
<p><a href=http://312Digital.com rel=“nofollow”> 312 Digital’s Website </a> is a good resource for those seeking to learn more about digital marketing training.</p>
Anchor Text (tells the engine what
the link is about)
URL(the link target)
Surrounding Text(may provide context on
the link’s relevance)
Rel=“Nofollow”(a tag that indicates search
engines shouldn’t trust/count this link)
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Specific
Link Building
Techniques
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First – How NOT to do it!
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1. Write Epic Shit!
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STOP blogging just to blog!
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Start Thinking BIG!!!!!
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2. Guest Post Your Heart Out!
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Do NOT worry about new Google guidelines…
IF you’re doing it right.
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Don’t forget SEO while Guest Posting!
Target related, more powerful sites
Optimize and tweak
Track your success!
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3. Create an Infographic
Not a SUCKY one. PLEASE!
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4. Curate a List
Make it the very best of it’s kind.
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Don’t forget to promote it!
23Pssst! TELL people they are on your list!
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5. Host an Event
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Create a #hashtag
…and promote the HECK out of it!
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Write a round-up post of round-up posts
…and promote the HECK out of it!
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More to-dos for after the event…
• Thank you email
• Survey attendees.
• Write a post about the survey results & share post.
• Share slides (Slideshare, LinkedIn, your site, others…)
• Curate pictures (Facebook, Instagram, Flickr, others…)
• Curate Videos (Facebook, Youtube, Vimeo, others…)
• Thank you posts:• Sponsors
• Volunteers
• Media
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6. Hold a Contest
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One Event = Multiple Chances
Specific Ideas• Announcement post
• Nomination post
• Nomination process
• Reminder post
• Judge Announcement post
• Winner Announcement post
• Social Channels
• Create a hashtag
Groups of People • Judges
• Nominees
• Winners
• Fans
• Readers or Customers
• Followers
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Existing fan base = More link value
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7. Issue a Press Release
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DO NOT Spam the Press!
• Do not manufacture a press release JUST to get links.
• Use the channel that already exists when you have truly newsworthy items to share.
• Write the HELL out of that release (or better yet, hire a pro).
• Your goal is to have a journalist see it, contact you and write a story that also happens to include a link to your site.
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8. Interview an Expert…
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… Or 14 …
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… or 72!
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You may rank for their name too.
This one’s a secret. Shhhhhhhhh!
#6 on Page 1
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9. Use Stock Business Assets Creatively
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10. Curate, Share & Republish
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BAD things to avoid while link building
1. Spammy links
2. Buying links
3. Links from totally unrelated or irrelevant sites
4. Links that won’t bring any traffic whatsoever.
5. Links from sites that exist just to publish links or crappy content.
6. Using the exact same anchor text in every link you acquire.
7. Relying on only one tactic. Try a variety of things and measure the results.
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Sean’s 3 Rules of
Link Building
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First Rule of Link Building
Build LinksAs if it won’t help your search results.
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Second Rule of Link Building
The value of any link building activityis inversely related to its scalability.
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Third Rule of Link Building
Links from bad sites can hurt you.Be selective in your link building.
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Questions?
Link Building Techniques that WORK!
Sean McGinnis
Marketing GM | Director, Digital Marketing
Sears PartsDirect
Twitter - @SeanMcGinnis
Facebook – http://Facebook.com/SMcGinnis
LinkedIn – http://LinkedIn.com/in/SeanMcGinnis