SES London 2012 - Patrick Altoft - Key linkbuilding strategies

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Talk by Patrick Altoft at SES Conference & Expo in London, February 2012, on Key Link Building Strategies

Transcript of SES London 2012 - Patrick Altoft - Key linkbuilding strategies

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KEY LINKBUILDING STRATEGIES Patrick Altoft Director of Search

Links Are Important

Link Analysis Very important to carry out link analysis for your site

and your competitors before you start to build links Every site needs different links and you dont know

what links you need until you have carried out the analysis

We offer free link analysis & link strategy suggestions to anybody who emails us

Competition Link Profile Analysis

Client Anchor Text Distribution

Brand

Brand + Keyword

Keyword

Noise

Competitor 1 Anchor Text Distribution

Brand

Brand + Keyword

Keyword

Noise

Competitor 2 Anchor Text Distribution

Brand

Brand + Keyword

Keyword

Noise

Competitor Analysis Competitor 1 Anchor Text Variations

voucher codes

voucher codes UK

discount codes

Net Voucher Codes

Competitor 2 Anchor Text Variation

vouchercodes.co.uk

Voucher Codes

www.vouchercodes.co.uk

VoucherCodes

(img alt) [No Anchor Text]

Domain Authority

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Linking Domain Authority

NVC

Vouchercodes

MyVoucherCodes

Different Types Of Links

Link Types

Linkbait

Paid Links

Guest Content

Syndication Exchanging Links

Social Links

Giveaways

Prospect List The easiest links to get are from people you already

know o Customers o Suppliers o Friends o Bloggers

Email everybody you know asking whether you can contribute some content to their site in return for a link

Outreach Once you have emailed your initial list you need to

broaden your reach Find blogs in your sector, make friends with the

editors List sites and email lots of people offering content or

other incentives o Pay for links (carefully) o Give products away for reviews, competitions

Linkbait Linkbait is the art of creating a piece of content to

place on your website with the aim of attracting links Its pretty hard to do and should only be done after

you have explored other easier options Sites are reluctant to link to commercial sites which

reduces the impact of your linkbait Links usually point to the linkbait page rather than

your commercial page Hard to control anchor text

Linkbait Is Not About Social Shares

Linkbait Has to Get Links

Link Penalties Bad links can hurt sites and the only way you can

recover is to remove the links and submit a re-inclusion request

The biggest risk is if you acquire links through a link network

If you outsource to an agency they should send you a link report every month you need to look through this and see if you think the links are on good sites

If the links look bad they probably are

Dont get links from these people

Or these

Example Strategy Travel Site, Cumbria We shortlisted all tourist attractions & asked for links

on their How to find us or Where to stay pages We wrote about things to do in Cumbria and

mentioned the best tourist attractions in return Published travel guides to Cumbria on lots of travel

blogs Arranged for sites about mountain biking, walking etc

to add links to local accommodation for each ride/walk

Example Strategy Gadget Retailer Made friends with 100+ blogs and give away

products to review Arranged a scheme with bloggers where they link to

our clients product page when they write about a new product

Allow bloggers to use high quality images as long as they add a link back to the source

Example Strategy Financial Site Publish regular press releases commenting on

stories in the press and releasing statistics on financial issues and products

Our in-house journalists cover the story on lots of relevant blogs

Example Strategy High Street chain High Street chains offer a unique local opportunity We spoke to local newspapers across the UK and

published dozens of interesting stories about their specific local business

For example a newspaper in Manchester could talk about how the Manchester branch of a particular department store was running a promotion on a certain product & link to the ecommerce page

Example Strategy Flight Comparison Site Targeted tourist attractions with how to find us

pages and placed links to the flights to xxx page Published travel guides on blogs for each major city

in the UK with an airport Arranged for 100 tech blogs to review iPhone and

Android apps

Example Strategy Bingo Site Targeted mummy blogs with infographics Arranged articles in local newspapers focussing on

local bingo trends

Questions?

www.branded3.com patrick@branded3.com

twitter.com/patrickaltoft www.blogstorm.co.uk

Slide Number 1Slide Number 2Links Are ImportantLink AnalysisCompetition Link Profile AnalysisCompetitor AnalysisDomain AuthorityDifferent Types Of LinksProspect ListOutreachLinkbaitLinkbait Is Not About Social SharesLinkbait Has to Get LinksLink PenaltiesDont get links from these peopleOr theseExample Strategy Travel Site, CumbriaExample Strategy Gadget RetailerExample Strategy Financial SiteExample Strategy High Street chainExample Strategy Flight Comparison SiteExample Strategy Bingo SiteQuestions?