(Link building for SEO)

• History of Links – Why It’s Important

• Types of Links

• Good vs. Bad Links

• Finding Quality Links

• Links for Traffic vs. Links for SEO

(Summary)

• Internal Content Structure (Siloing)

• Myths Around Linkbuilding

• Techniques For Asking For A Link

• Link Bait (Viral Content)

(Summary)

• Origin concept of a ‘hyperlink’ was

created in an article by Vannevar Bush “As

We May Think”… in 1945 (Wikipedia)

(A History)

Vannevar Bush 1945

• Links are the currency of the internet.

Google results are delivered based on

perceived relevance to a search query….

– Plain English = “Survival of the Most Relevant”

– Technical = Larry Page (PR Formula)

(Why Do We Care?)

(Larry Page Rank Formula)

“…at least 130 + other factors.”

Oct

-01

May-0

2

Dec-

02

Jul-

03

Feb-0

4

Sep-0

4

Apr-

05

Nov-0

5

Jun-0

6

Jan-0

70%

10%

20%

30%

40%

50%

60%

70%

GoogleYahoo!Microsoft

Source: Nielsen NetRatings

(The Engines)

The Last Five Years

• Search engines discover new content via links

• Links are signs of trust • Trust can aggregate into authority • Authority can influence rank • Users associate rank with quality

Trust + authority + rank + quality = relevancy, which is a key factor in

conversion (Why Links?)

• Inbound: – A client links to your site from their site– You comment on a blog with a link to an onsite

article– The national AAF organization links to your

business

• Outbound/External– You link to Wikipedia– You link to your partner sites

• Internal– Link to your contact form

(Types of Links)

Good = White Hat

“Important, authoritative people need to say something (preferably with your keywords) about you (as many as possible). Credit is given to quantity and QUALITY.”

(Good vs. Bad Links)

Bad = Black Hat

“Used to spam Google and can get you kicked out of the index in a jiffy. Techniques include: doorway pages, link farms, cloaking.”

(Good vs. Bad Links)

(Finding Quality Links)

Courtesy of Audette Media

(Exercise)

• Pick a neighbor and work together to make a list of five prospective links for your site (for each of you!)

(Traffic vs. SEO)

• Not all good links are strictly for SEO, even ‘no follow’ links are worth pursuing if they drive traffic to your site, which end up in conversions!– blogs, Twitter, Facebook, etc.– Check for no follow links!

Content Trees

(Strategic Content Structure)

Cars

Content Trees

(Strategic Content Structure)

Cars

Chevy

Content Trees

(Strategic Content Structure)

Cars

Chevy

Corvette

Content Trees

(Strategic Content Structure)

Cars

Chevy

Corvette

Convertible

(Mythbusters)

• Myth #1– Linking to other sites will ‘leak’ your

Page Rank and you shouldn’t do it.» VERDICT MYTH!

(Mythbusters)

• Myth #2– Don't get links from low PR sites

» VERDICT MYTH!

(Mythbusters)

• Myth #3– Don’t Buy Links

» VERDICT BE CAREFUL

(Mythbusters)

• How Google can tell Paid Links– Labels/content in proximity to

Ads/Sponsors– Information on the page “how to buy a

link.” – Relevance of nearby links/copy. – Paid agency code footprint. – Someone reports you.

(Mythbusters)

• Safe Examples of Paid Links– Ask bloggers for reviews of your

product. – Sponsor a site, event or contest. – Donate to a site, event or contest. – Create a contest where entries require a

post or link back.

(Who Links To You?)

• Yahoo Site Explorer• Firefox Plugins Like:– SEO Book– Search Quake

• Web Analytics

(Asking for a Link)

• Personal is better (than automated)• Be specific where the link should be

(niche related)• Provide anchor text (ex: read more on

linkbuilding vs. Smart Solutions Link Building Techniques) and alt text

• Double check web address/URL provided

(Build Links During A Recession)

• The best way to build links is to create something that others want to link to!

(Link Bait)

• A great example of link bait: SEO Book’s 101 Ways To Build Link Popularity– Create a ‘List’, quality content, surveys,

join the chamber, blog, DMOZ, old fashioned PR, VIDEO!, tools, contents, giveaways, samples, white paper download, extension or plugin, interviews, games, controversial content, events.

(Link Resources)

• Where to start a Link building Campaign; http://www.linkbuildingblog.com/2006/08/order_matters_s.html

• Advanced Link Building; http://www.seomoz.org/articles/advanced-link-building.php

• Link Development vs. Traffic Development and Staying with the Times http://www.webmasterworld.com/forum12/3047.htm

• The Right honorable Matt Cutts on Link baiting; http://mattcutts.com/blog/seo-advice-linkbait-and-linkbaiting/

• Unconventional Link building techniqueshttp://www.seobook.com/archives/000895.shtml

• Link Building Fundamentals: A Primerhttp://www.audettemedia.com/link-building

(Final Thoughts)

• Like blogging, link building is a slow process with many rewards.

• Be creative! Give something to get something typically works.

• Play nice, play by Google’s rules and don’t risk getting booted by Matt Cutts!

• Make a goal – write it now!