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Strategic Link Building:Is this love that I’m feeling?
Point It Digital Marketingwww.pointit.com 04.22.2015
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Housekeeping Slide
Additional Q&A addressed and at the end of session
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Toolbox Blog on the Point It Website
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About Point It
Our Clients
Our Services
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Today’s Presenters
Sean Van GuilderPoint It Digital MarketingDirector of SEO
About Presenter20+ Years of internet marketing experience. Worked for companies such as Microsoft, MSN, and WONGDOODY. Likes tennis and golf.
@SeanVanGuilder
Maureen JannPoint It Digital MarketingDirector of Marketing
About PresenterSelf-described jill-of-all-trades. 15 years of experience delighting customers and prospects. Does karaoke in a mediocre fashion.
@MaureenOnPoint
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Agenda
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2
3
4
Link Building Foundations
Link Building + Content Strategy
Link Building + Tech
To Sum Up + Q&A
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Section 1 Link Building Foundations
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Link Building History
Then Now
Link Exchange Cross Promotion
E-mail Links Requests Social Sharing
Paid Links Organic Link Earning
Directory Submissions Curated Lists/Portals
Article Submissions Guest post on highly valued and relevant websites
Blog Comments Authentic community participation
Broken Link Building Mine competitor content & do it better
Link Networks/Farms Grow social network of influencers
Previously website authority determined by quantity of links
Now Google determines authority by quality of links
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Why Links are Important
Indexation & Discovery
Increased Page Authority
Increased Brand Awareness
Increased Rankings
Increased Traffic
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Fundamentals of Link Building
SEO Great Content Content Marketing Calendar
Content CurationSocial Media
Backlink MonitoringCompetitor Research Analytics
Content Syndication
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Section 2Link Building + Content Strategy
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Link Building Tactics
Create relevant, industry related content posted on domain
www.domain.com/blog
Publishing calendar with a consistent cadence
Use of a core keyword phrase
Linking strategy
Blog Articles
Resources at pointit.com/blog
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Use for a visual representation of data
Ideally used as support for a data heavy blog article
Supply embed code for use on other websites, which increases link equity
Promote via social media and influencers that already link to your site
Leverage existing mailing list
Look at search trends for ideas.
Infographics
Link Building Tactics
iResources at
pointit.com/blog
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Some other tactics that can be impactful for attracting links to your articles:
Egobait – Mention or reference an industry expert and let them know
Videos – Embedded videos within your website can help increase traffic and time on site
Industry Reports – Demographics and percentages within a specific industry type
In-Depth Guides – How To’s or large concepts
ETC
Link Building Tactics
Resources at pointit.com/blog
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Section 3Link Building + Tech
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• Look for plug-ins for your CMS, such as WordPress. Recommend Yoast’sWordPress SEO Plug-in
• Use customized values that are specific to Facebook, Twitter and Google+
Open Graph and Twitter META Tags
Link Building + Tech
Resources at pointit.com/blog
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Link Building + Tech
Backlink Monitoring• Understand who is linking to your site
• Use Google’s disavow tool carefully
• Reach out to the website to get the link
removed
• Monitor competition’s backlink profile
• CognitiveSEO, Moz, Ahrefs all offer back
link tools for monitoring
Social Media• Allow for your content to be shared to
social media platforms
• http://www.addthis.com/ is an example
of social sharing options
• Use a custom bit.ly, ow.ly domain
• Use social media management tools
such as Hootsuite, Sprout Social,
Buffer
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Section 4Bringing It Together
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Google is moving away from backlinks
Future of Link Building
Google is actively trying to do away with using backlinks as a measurement of authority with user engagement and user experience and some measurements of quality user experience include:
• Mobile Device Usability
• Click-Through Rate/Bounce Rate
• Time on page/site
• Social Shares/Number of comments
• ConversionsQuality links will contribute to the above measurements
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Conclusion
• Link Building, aka Link Earning, takes time
• View as one piece of Digital Marketing
• Incorporate SEO, Social Media, Content Marketing into your overall Digital Marketing Plan
• Have solid performance reporting and monitoring in place
Just remember…
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Questions?
A Journey Through Programmatic Display
May 13th @ 11:00am
Programmatic display can seem complicated. Let Evan and Sherveen, our programmatic display experts, guide you through the mountains, rivers and valleys of this effective addition to your digital marketing channels.
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