MnSearch Summit - Session - Arnie Kuenn - Link Building Strategies That Move The Needle

download MnSearch Summit - Session - Arnie Kuenn - Link Building Strategies That Move The Needle

of 61

  • date post

    01-Nov-2014
  • Category

    Education

  • view

    419
  • download

    1

Embed Size (px)

description

Top SEOs know that your backlink portfolio is still critical to search success. 93% of all buyers online or in stores use search engines prior to making a purchase and 86% of searchers conduct non-branded queries. You need to have a strong presence in the search results and links pointing to your web pages are still one of the most important aspects of search optimization. But how is it best achieved today? This session will look at real world strategies for gaining high quality links that count: links with maximum juice and no risk. Join Arnie as he walks you through several examples and methods of obtaining valuable links and how to clean up you current backlinks.

Transcript of MnSearch Summit - Session - Arnie Kuenn - Link Building Strategies That Move The Needle

  • 1. LINK BUILDING STRATEGIES THAT MOVE THE NEEDLE Arnie Kuenn, CEO, Vertical Measures
  • 2. @ArnieK #MnSummit About Your Presenter Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ Instructor for the Content Marketing Institute & Online Marketing Institute Columnist for Marketing Land, Chief Content Officer & LinkedIn Wrote the content marketing book Accelerate!
  • 3. @ArnieK #MnSummit What Ill Cover Most common SEO mistakes we see Recovering from a penalty Are links still important? What doesnt work What does work
  • 4. @ArnieK #MnSummit
  • 5. @ArnieK #MnSummit Most Common Problems We Find? Unintentional duplicate content Duplicate title and meta tags Blocked pages or entire site Over optimization of anchor text in backlinks and footer
  • 6. @ArnieK #MnSummit
  • 7. @ArnieK #MnSummit Another example After 5 months of intense content marketing and no results. Identified a penalty back in August of 2012 Duplicate content issue: same text snippet shows up on 259 pages There is wide use of duplicate or near-duplicate content in titles and page content A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain). Lots of spammy anchor text in their backlink profile
  • 8. @ArnieK #MnSummit
  • 9. @ArnieK #MnSummit How to Tell if Youve Been Affected
  • 10. @ArnieK #MnSummit Webmaster Tools - Message v
  • 11. @ArnieK #MnSummit Recovery is possible
  • 12. @ArnieK #MnSummit Manual Penalty Recovery Removing Links Is Highest Priority Be Thorough in Your Link Pruning (Machete time) Be Patient & Detailed - Auditing Links Takes Time Create a Detailed Disavow File (consider domain level) Admit Your Sin, Detail Your Penance, Promise to Never Do It Again
  • 13. @ArnieK #MnSummit
  • 14. @ArnieK #MnSummit Are Links Still Important? Recent quotes from the infamous Matt Cutts: backlinksare a really, really big win in terms of quality for search results backlink relevance still really, really helps in making sure we return the best, most relevant, most topical set of search results. without links, it is really hard for Google to determine the quality of the page. ...backlinks still have many, many years left in them ... over time backlinks will become a little less important ... we will continue to use links in order to assess the basic reputation of pages and websites.
  • 15. @ArnieK #MnSummit Are Links Still Important? Recent quotes from the infamous Matt Cutts: backlinksare a really, really big win in terms of quality for search results backlink relevance still really, really helps in making sure we return the best, most relevant, most topical set of search results. without links, it is really hard for Google to determine the quality of the page. ...backlinks still have many, many years left in them ... over time backlinks will become a little less important ... we will continue to use links in order to assess the basic reputation of pages and websites.
  • 16. @ArnieK #MnSummit What Doesnt Work Anymore? Anything you have to pay for Anything you think you can scale
  • 17. @ArnieK #MnSummit The Result? Link Building got a LOT harder Which means it is much more expensive (in dollars or hours) The days of paying a webmaster to link to your product or services pages are over
  • 18. @ArnieK #MnSummit So What Does Work Today? Internal Links Brand Mentions Link Outreach Link Attraction
  • 19. @ArnieK #MnSummit Internal Links Internal links are what make up your websites navigation. Important for usability and visibility Internal links tell search engines and your website visitors what your site is about Proper internal linking structure is done for your users Use, but dont abuse, internal text links within content Keep footers clean and include a link to sitemap
  • 20. @ArnieK #MnSummit Great article on the patent implications here: http://moz.com/blog/panda-patent-brand-mentions
  • 21. @ArnieK #MnSummit Link Outreach Hard work, more like a sales job than SEO We do this every single day for our clients and have great success We get .edu, .gov, .org links every day
  • 22. @ArnieK #MnSummit Link Outreach - What are the Keys? Have something worth linking to Have something worth linking to Have something worth linking to! Expertise in advanced search commands Well crafted outreach emails A sales attitude link outreach is filled with rejection We pay bonuses
  • 23. @ArnieK #MnSummit Advanced Search Commands INURL:Links SITE:ORG ALLINTITLE:Resource Association Society OR Association -wikipedia.org
  • 24. @ArnieK #MnSummit Work On Perfecting Your Emails
  • 25. @ArnieK #MnSummit Find the right contact take your time Consider social media 1st: follow, subscribe, wait and then contact Avoid using the word link Include all the details the pitch is everything Brainstorm with your team: Turn Nos into Yess Meeting Follow up Test, test, test! Outreach Best Practices
  • 26. @ArnieK #MnSummit Unlinked Brand Mentions FreshWebExplorer.Moz.com
  • 27. @ArnieK #MnSummit Example #1 Brand Mentions Tactic Positive Brand Mention w/o Link DA 84 PR 7 Live in 2 1/2 Weeks http://bit.ly/BrandMentions
  • 28. @ArnieK #MnSummit GOVs and EDUs link out if it makes sense!!
  • 29. @ArnieK #MnSummit Events Sponsors Interviews Student Resources Career Resources Curriculum Resources Alumni Bios Historical References Boards/Certifications Local Government Chamber of Commerce Electronic Records Related Links Safety Resources Education Resources Nutrition Information Hero Spotlights Veterans Non-profits Eco-friendly Business Directory Utilities Free Resources Travel and Tourism Associations School/Job/Residence Transfer Information Community Involvement Common Reasons EDU & GOVs Link Out
  • 30. @ArnieK #MnSummit Example #2 directory listing Tactic EDU Links Page DA 64 PR 6 Live in 1 hour
  • 31. @ArnieK #MnSummit What resource and list pages exist in your industry?
  • 32. @ArnieK #MnSummit Example #3 Resource Lists Tactic Resource Page INURL:LINKS DA 91 PR 5 March 18 Requested April 24th LIVE
  • 33. @ArnieK #MnSummit Email On 6/20/14
  • 34. @ArnieK #MnSummit Other Good Methods Write for other blogs or sites (PR) Where you have relationships (suppliers & partners) Directories (local, industry, etc.) The best links: Are from trusted sites Determined editorially
  • 35. @ArnieK #MnSummit Because most of our clients are not the NYY, we strongly suggest playing MONEYBALL (or Link Attraction) 1 in 4 at bats = hit (a success) 1 in 36 at bats = home run (a big success) 1 in 1,691 at bats = grand slam (viral success) Getting Links Can Be Fun
  • 36. @ArnieK #MnSummit ( In order to play link MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, highly converting, useful content