Modern Link Building for SEO
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MODERN LINK BUILDING FOR SEO
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Transcript of Modern Link Building for SEO
MODERNLINK BUILDING
FOR SEO
LACHLAN WELLS
Link Building & Content Specialist
SPEAKERS
JAMES RICHARDSON
Optimising Co-Founder
Slides available at:
https://goo.gl/0Lx1cj
STOP TAKING NOTES!
• Established in 2008
• Based in Richmond
• Specialise in SEO, Google Adwords, Facebook Advertising, Website Development, & Customised Development Projects
• All work handled in house in Australia
THIS IS NOT A SALES PITCH, HOWEVER...
OPTIMISING PROVIDE:
● Websites - Simple Wordpress sites to large scale customweb development
● Search Engine Optimisation for small to large businesses
● Google Adwords Campaigns
● Facebook Ad Campaigns
HOW IT WORKS
• What is SEO?
• How does Google Rank websites?
• Good & Bad SEO
• Google Results
• Becoming the authority in your niche
• Providing real value• Having a proven
online reputation
WHAT IS SEO?
• SEO is about dressing your website up so it’s the best version of itself
• SEO is about highlighting your best features
• SEO is about putting your best foot forward
HOW DOES GOOGLE RANK WEBSITES?
1000s of factors:
• Great On Page SEO
• Great User Experience
• Great Content
• Links
• Responsive design
• Load time
• Age
Bad SEO• Spammy keyword rich
content
• As many links as you can get your hands on
• Links with exact match anchor text
• Article marketing
• Reciprocal linking
• Keyword landing pages
• Hidden text and javascript tricks
GOOD vs BAD SEO
Good SEO• Great Website
• Great Content
• Amazing Links
• Good User Experience
LOCAL SEO
HOW TO RANK LOCALLY
• Have a local address and phone number
• Have this number and address listed on your website
• Have a Google Maps Listing
• Have listings on other review websites
• Have reviews on your Google Maps listing
• RANK
GOOGLE+ LOCAL (GOOGLE MAPS)
• Complete & Verified Listing
• Reviews from Customers
• Citations/Mentions of your business address
CITATION LINK BUILDING
Google use what they call a NAP system to local businesses.
By achieving regular recurrence of your address and location details, your local trust will improve.
• Consistency
• Recurrence
• Trusted Sources
www.truelocal.com.au/
www.startlocal.com.au
www.hotfrog.com.au
www.dlook.com.au/
www.aussieweb.com.au
ADVANCED LINK
BUILDINGLachlan Wells
Link Building in 2007
QUANTITYquality
PageRank
Anchor Text
it was a race to the
bottom, until...
2011
2012
PENALTIES FOR:
• Paid links
• Reciprocal links
• Link Schemes(Link Wheels,Private Blog Networks)
• Links on low quality sites
Place your screenshot here
2007
LINK GIMMICKS
2015
LINK EARNING
QUALITYquantity
RELEVANCESame industry?
Same locality?
NATURAL
LINK BUILDING STRATEGIES
content
affiliations
relationships
donations
gold mining
CONTENT MARKETING
TYPES OF CONTENT
Human Content
➜ Stories➜ Videos➜ Games➜ Case Studies
Utility Content
➜ Tutorials➜ Guides➜ Comparison Tools➜ Resources
Thought Leadership
➜ Opinion Pieces➜ Independent Research
Promotional Content
➜ Events➜ Grand Openings➜ New Products
THE CONTENT STRATEGY
Step 1
Find out what content people are publishing/sharing/requesting.
• Industry media
• Blogs
• News/Social media
• Autosuggest, Yahoo Answers
• Buzzsumo
• Ask your staff
THE CONTENT STRATEGY
Step 2
Find a different angle.
• Localise
• Specialise
• Oppose
• Analyse
• Round-up
THE CONTENT STRATEGY
Step 3
Promote.
• Influencers
• Industry media
• Social
ROUND-UPS
AFFILIATIONS
• Marketing Bodies
• Trade Associations
• Accreditation Schemes
• Lobby Groups
• Award Programs
JOIN A GROUP
RELATIONSHIPS
• Suppliers
• Retailers
• Distributors
• Affiliates
EXISTING RELATIONSHIPS
DONATIONS
DONATE YOUR PRODUCT/SERVICE
● Reviews
● Giveaways
● In-kind Sponsorship
● Partner with a Charity/NFP
(as long as it’s not conditional…)
GOLD MINING
MAXIMISE YOUR EXISTING PR
• Unlinked mentions and URLS
• Unlinked logos
• Incomplete directory listings
• Links to old businesses/broken pages
• Product images
BROKEN LINK BUILDING
• Claim your competitor’s 404s
• Optimising’s Guide to Broken Link Building
1. Don’t ask for a link
2. Get to the point
3. Personalise
4. What’s in it for them?
5. Add value
6. Don’t say “please”
7. “it’s up to you”
7 TIPS FOR PITCHING
a fewhandy tools...
Thanks!Any questions?
