[Webinar] Strategic Link Building

#PI_LinkBuilding #seo1@seanvanguilder

Strategic Link Building:Is this love that I’m feeling?

Point It Digital Marketingwww.pointit.com 04.22.2015


Housekeeping Slide

Additional Q&A addressed and at the end of session

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Toolbox Blog on the Point It Website

Presenter

Presentation Notes

Keep an eye out for our toolbox icons! We’ve put together a few helpful links to help you dig a little deeper into the content. You can visit Pointit.com and Click on “blog” on our menu.


#PI_LinkBuilding #seo@seanvanguilder @MaureenOnPoint

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About Point It

Our Clients

Our Services


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

1

2

3

4

Link Building Foundations

Link Building + Content Strategy

Link Building + Tech

To Sum Up + Q&A


Section 1 Link Building Foundations


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

Presenter

Presentation Notes

Link Exchanges: Also known as link reciprocation. Mass e-mailing other websites of any kind to put a link on their website back to ours and vice versa. E-mail Link Requests: Mass e-mailing to other website owners asking for a link to be placed on their website. Paid Links: Payment for links to be placed on any type of website. Blog owners began selling for link placement in their blogroll widget Directory Submissions: Google recommended submitting sites to relevant directories and this spurred mass directory websites to open shop. Article Submissions: Similar to guest blogging of today, where an article is sent to a website, usually with higher domain authority, and if published on their site then this would help with backlinks but would also typically come with a price point. Blog Comments: Blog popularity increased and using the comments sections for backlinks became a way to get a free link. Link Networks: Deemed by Google as link farms and nothing more got hit hard and banned Linkbait: Fake or vague stories that get people talking and sharing the story but can get a site banned from the SERPs Guest Blogging: Although a tactic that had been around for about a decade grew in popularity around 2009/2010 as way to obtain backlinks Broken Link Building: Research of any and all of a competitors backlinks that were generating 404s and contacting webmasters to link to their site instead Press Releases: This practice is still valid but sometimes abused Blog Networks: Blog networks allow for links from a multitude of blogs that were mostly low quality and irrelevant content and were soon targeted by Google. Content Licensing: Although there are several different definitions and types associated with content licensing, the main thrust of this is to monetize content with appropriate partners.


Why Links are Important

Indexation & Discovery

Increased Page Authority

Increased Brand Awareness

Increased Rankings

Increased Traffic

Presenter

Presentation Notes

Quality of links to a domain Content relevance Offline Usage and mentions in news/media/press for Brand/Domain Social Metrics Page-Level Links Page-Level Metrics User Signals Domain Name length, history, load time


Fundamentals of Link Building

SEO Great Content Content Marketing Calendar

Content CurationSocial Media

Backlink MonitoringCompetitor Research Analytics

Content Syndication


Section 2Link Building + Content Strategy


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

Presenter

Presentation Notes

http://ipullrank.com/tools/gofish/ http://faqfox.com/ https://www.quora.com http://www.google.com/trends/ along with Google Correlate: http://www.google.com/trends/correlate/


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


iResources at

pointit.com/blog

Presenter

Presentation Notes

USE FOR BLOG:: Submit to various Infographic websites such as Visua.ly, Reddit, etc. A good list can be found at http://moz.com/blog/getting-the-maximum-number-of-links-from-your-infographic

#PI_LinkBuilding #seo14@seanvanguilder 14

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




Section 3Link Building + Tech


• 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



Presenter

Presentation Notes

Resources Moz Social Meta Tags for Social: http://moz.com/blog/meta-data-templates-123 Open Graph Documentation: http://ogp.me/ Facebook Open Graph Example Tags: https://developers.facebook.com/docs/sharing/best-practices#tags Twitter Card: https://dev.twitter.com/cards/types/summary



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

http://www.addthis.com/


Section 4Bringing It Together


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


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…


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.

Register at http://pointit.co/programmaticwebinar

A link to view a recorded version of the webinar will be emailed within 48 hours!

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