Link Building

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Transcript of Link Building

  1. 1. Link Building Jade Webster
  2. 2. Link Building
  3. 3. 3 Link Building Ranking Factors
  4. 4. 4 Link Building Link building is the process of acquiring hyperlinks from other websites to your own. A hyperlink (usually just called a link) is a way for users to navigate between pages on the internet Text Image Frames Videos
  5. 5. 5 Link Building Quality links has a stronger ranking factor than quantity. Versus
  6. 6. 6 Link Building Links are like votes. The more you have, the better your website looks Your Site
  7. 7. 7 Link Building Links from authoritative sites have much more weight than other websites Your Site
  8. 8. Types of Authoritative Links
  9. 9. 9 Link Building University Domains (.ac/.edu) University Domains are a good place to gain authoritative links as they are considered websites that contain credible content. Good types of things to target would be job offers for graduating or placement students and other tools that could be useful for university students such as financial advice.
  10. 10. 10 Link Building Government Domains (.gov) Good ways to target a government site for linkbuilding purposes is to provide them with information about a thing that you have done conclusive research in and would raise awareness about a specific topic that people could find interesting. People will always be interested in jobs therefore if they have a job board on the site it could be worth advertising your job there if it is relevant to your target audience.
  11. 11. 11 Link Building Media Domains (BBC, Sky, ITV) Linking from media domains can be tricky as you will have to research on potential angles that could possibly interest these outlets. An avenue which some media domains offer would be paid editorials which would include a link to your site
  12. 12. 12 Link Building Social Domains (Wikipedia) A good Social Domain to get links from is Wikipedia although anyone can publish content on the site it is monitored regularly therefore links will be removed if they are deemed inappropriate. The reason gaining a link from Wikipedia is deemed authoritative is that all information needs to be cited by a credible external source.
  13. 13. 13 Link Building Links from spammy websites sites or low quality links have the opposite affect Your Site
  14. 14. Exercise: Find 3 authoritative websites which are relevant to your industry
  15. 15. What is Google Penguin?
  16. 16. 16 Link Building Google launched the Penguin Update in April 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings.
  17. 17. 17 Page Layout #3 Feb 6th Google Updates 2014 Panda May 19th Payday Loan 3.0 June 12th Payday Loan 2.0 May 16th Authorship Photos Removed June 28th Pigeon July 24th HTTPS/ SSL Aug 6th Authorship Removed Aug 28th Panda 4.1 Sep 23th In The News Oct Penguin 3.0 Oct 17th Pirate 2.0 Oct 21st Pigeon Dec 22nd
  18. 18. 18 Link Building End to large updates That last big update is still rolling out though really there wont be a particularly distinct end-point to the activity, since Penguin is shifting to more continuous updates. The idea is to keep optimizing as we go now.
  19. 19. Are all links good?
  20. 20. 20 Link Building Types of SEO: White Hat Grey Hat Black Hat
  21. 21. Bad Links/spamming
  22. 22. 22 Link Building Poorly Executed Blog Networks Dont Pay to contribute content to poorly executed blog networks Example You pay www.jobsinkent.wordpress to add an article you have written on to their blog Guest blogging and other forms of contributing content to legitimate sites is a much whiter tactic, but consider that a strategy that relies heavily on low-quality guest blogging looks a lot like blog network spam
  23. 23. 23 Link Building Article Marketing Dont Write articles for the purpose of adding keywords, and send it out to numerous article distribution websites Example An article is written about the recruitment sector and is then posted to, & many others
  24. 24. 24 Link Building Single Post Blogs Ironically named "Web 2.0 Blogs" by some spam peddlers, these two-page blogs on Tumblr and Wordpress sub- domains never see the light of day. After setting up the free content hub with an article or two, the site is then "infused" with link juice, generally from social bookmarking links
  25. 25. 25 Link Building (Paid) Site-Wide Links Site-wide footer links used to be all the rage. Google crippled their link-juice-passing power because most footer links pointing to external sites are either Google Bombs or paid links. Where else would you put a site-wide link that you don't want your users to click?
  26. 26. 26 Link Building Paid Links There will never be a foolproof way to detect every paid link. That said it's easier than you think to leave a footprint when you do it in bulk. If one buyer that you have no relationship to buys links recklessly, the scrutiny can trickle down through the sites they're buying from and eventually back to you.
  27. 27. 27 Link Building
  28. 28. 28 Link Building Link Wheels Dont Build a number of links to one domain, which will increase the authority which will then link to another. Example Web site Web site Web site Web site Web site Web site Web site Web site Your Site
  29. 29. 29 Link Building Press Release Syndication High-quality syndication and wire services possess a few unattractive attributes for spammers: there are editorial guidelines, costs, and even fact checking. Low-quality syndication services will send almost anything through to any site that will take it. You'll end up with a bunch of links, but not many that get indexed, and even fewer that get counted.
  30. 30. 30 Link Building Directories The summary is that Google wants to devalue links from directories with no true standards. Here's a Matt Cutts video on the topic. Directory links often suffer from a high out/in linking ratio, but those worth getting are those that are actually used for local businesses (think Yelp) and any trafficked industry directories.
  31. 31. 31 Link Building Social Bookmarking Links from the majority of social bookmarking sites carry no value. Pointing a dozen of them at a page might not even be enough to get the page crawled. importance-of-user-generated-tags-votes-and-links/
  32. 32. 32 Link Building Forums Dont Find relevant forums and add random comments just for the purpose of adding text links Example
  33. 33. 33 Link Building Profile Spam It would be difficult for Google to take any harsh action on profiles, as there is a legitimate reason for reserving massive numbers of profiles to prevent squatters and imitators from using a brand name. What will hurt you is when your profile name and/or anchor text doesn't match your site or brand name. Example
  34. 34. 34 Link Building Bait-and-switch Dont Get a page indexed and ranked and then change the page entirely Example - Clicking on a result in the SERP takes the user to a page that is completely different from the keywords used for searching and the description provided
  35. 35. 35 Link Building Spam Blogs Dont Blog using software that generates garbled text with keyword phrases for the sole purpose of getting visitors to click on ads. Example Caffeinating the Mountain Dew with MSG is a summer treat
  36. 36. 36 Link Building Blog Spam or Comment Spam Dont Automatically post links as comments on blogs to increase the number of inbound links. Example Great Post! |kjl;djfgdfgm;jglp;d;
  37. 37. 37 Link Building Trackback Spam Dont Abuse trackbacks with links to unrelated links on blogs Example [.] randomised keyword phrases related keyword more random keywords []
  38. 38. 38 Link Building Link Farms Dont Seek links from or links to sites with unrelated or low quality content in an attempt to improve visibility in the SERPs Example A long list of unrelated links
  39. 39. 39 Link Building Social Networking Spam Dont Target demographics on social networking site and message people with advertisements Example Visit to see pics of me and my friends
  40. 40. 40 Link Building Fake Micro sites Dont Build micro sites just for the purpose of building links to your website Example Creating a website on insulation and then linking it to your original website
  41. 41. 41 Link Building Buying Authoritative Sites Dont Buying websites that have a high page rank and SEO juice and building a backlink or redirecting to your website Example Buying a website on recruitment and then linking it to your original website
  42. 42. Link Building If a link is easy to get, then it might not be worth having
  43. 43. Other spamming
  44. 44. 44 Link Building Cloaking Dont Present search engines with one set of content and site visitors with another, tricking visitors from search engines into experiencing a page of substantially different content Example - A user searches for happy octopus, clicks on a search result which appears to be about sea creature psychology, and is greeted with pornography
  45. 45. 45 Link Building Doorway or Gateway Pages Dont Haphazardly stuff pages with keyword phrases with the primary goal of achieving a high ranking and then automatically redirect visitors to a separate page Example - A page, filled with keyword phrases but little coherent content, that uses Javascript or a meta refresh tag to redirect visitors to a separate and potentially