SLIDE MASTER – COVERPAGE Link Building Strategies for 2010 Rand Fishkin – December 2009

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Transcript of SLIDE MASTER – COVERPAGE Link Building Strategies for 2010 Rand Fishkin – December 2009

  • Slide 1
  • SLIDE MASTER COVERPAGE Link Building Strategies for 2010 Rand Fishkin December 2009
  • Slide 2
  • SLIDE MASTER COVERPAGE Content in this Webinar The Goals of Link Building The 8 Kinds of Link Building Matching the Right Strategies w/ Diverse Goals Tools & Processes to Ease Link Acquisition Link Building Shortcuts to Take and to Avoid 40 Minute Live Q+A
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  • SLIDE MASTER COVERPAGE What Goals Can Link Building Help Us Achieve?
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  • SLIDE MASTER COVERPAGE Bolster Individual Rankings
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  • SLIDE MASTER COVERPAGE Improve a Domains Ability to Rank Pages
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  • SLIDE MASTER COVERPAGE Achieve More Complete Indexation
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  • SLIDE MASTER COVERPAGE Drive Traffic & Branding Awareness
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  • SLIDE MASTER COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com
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  • SLIDE MASTER COVERPAGE The 8 Basic Kinds of Link Building
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  • SLIDE MASTER COVERPAGE #1 - Manual Link Submissions/Requests
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  • SLIDE MASTER COVERPAGE #2 - Competitive Link Research/Acquisition
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  • SLIDE MASTER COVERPAGE #3 - Links via Embedded Content
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  • SLIDE MASTER COVERPAGE #4 - Linkbait & Viral Campaigns
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  • SLIDE MASTER COVERPAGE #5 - Content, Technology & API Licensing
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  • SLIDE MASTER COVERPAGE #6 - Partnerships, Exchanges & Trades
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  • SLIDE MASTER COVERPAGE #7 - Paid Links
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  • SLIDE MASTER COVERPAGE #8 - Link Reclamation
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  • SLIDE MASTER COVERPAGE Matching the Right Link Building Strategies to Your Organizations SEO Goals
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  • SLIDE MASTER COVERPAGE Links for Individual Rankings
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  • SLIDE MASTER COVERPAGE Links for Domain Authority
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  • SLIDE MASTER COVERPAGE Links for Indexation
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  • SLIDE MASTER COVERPAGE Links for Traffic & Branding
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  • SLIDE MASTER COVERPAGE Links for Conversion
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  • SLIDE MASTER COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building
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  • SLIDE MASTER COVERPAGE Tools for Competitive Link Research Yahoo! Site Explorer & Link Commands Linkscape + Link Intersect Top Pages Google Blog Search
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  • SLIDE MASTER COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
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  • SLIDE MASTER COVERPAGE Yahoo! Link Commands Less accurate than Site Explorer Lots of cool, useful modifiers available
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  • SLIDE MASTER COVERPAGE Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
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  • SLIDE MASTER COVERPAGE Linkscape You want this tab! Good for comparison against other pages and vs. PageRank Highest correlation with rankings success
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  • SLIDE MASTER COVERPAGE Linkscape Important distinction some subdomains are treated as entirely different entities Best predictor of domains ability to rank pages (watch for new domain authority metric soon)
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  • SLIDE MASTER COVERPAGE Link Intersect Link Intersect uses the same principle sites w/ links in common that dont point to you.
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  • SLIDE MASTER COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
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  • SLIDE MASTER COVERPAGE Google Blog Search Results fluctuate 50- 1000% daily (pay them little heed) More useful to find interesting/quality sites that provide links
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  • SLIDE MASTER COVERPAGE Metrics for Evaluating a Links Value Numeric (Objective) Metrics Subjective Metrics Attainability and Effort
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  • SLIDE MASTER COVERPAGE Numeric Metrics for Link Valuation # of Linking Root Domains to URL # of Linking Root Domains to Domain Homepage PageRank vs. Domain mozRank URL PageRank vs. URL mozRank # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape) Twitter mentions (Backtweets.com)
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  • SLIDE MASTER COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)
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  • SLIDE MASTER COVERPAGE Subjective Metrics for Link Valuation Brand name reach/recognition Quality of other links on page/site ( Bing - Linkfromdomain ) Attainability and Effort Jumping through Hoops (via WKA on Flickr)
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  • SLIDE MASTER COVERPAGE Scalable Link Acquisition Processes Written Process + Checklist Tools + Metrics for Quick Analysis Training & Incenting Link Builders Building & Refining a Link Acquisition Funnel
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  • SLIDE MASTER COVERPAGE Written Process/Checklist Checklist (via adesigna on Flickr) Run through the link building process yourself Document every step thoroughly Pass it on to others (w/ some training time)
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  • SLIDE MASTER COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf
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  • SLIDE MASTER COVERPAGE Tools for Quick Analysis
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  • SLIDE MASTER COVERPAGE Training & Incenting Link Builders Training Camp (via Gil Searcy on Flickr) Do link building together Create consistent metrics Reward like a sales team Record reasons why links didnt happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)
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  • SLIDE MASTER COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
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  • SLIDE MASTER COVERPAGE Link Building Shortcuts to Take (and those to avoid)
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  • SLIDE MASTER COVERPAGE Get Your Community Building Links
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  • SLIDE MASTER COVERPAGE Direct Anchor Text & Target URLs Auto-select-all for easy copy to clipboard
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  • SLIDE MASTER COVERPAGE Recognize Helpful Links Links to multiple high- ranking competitors Strong domain metrics Strong URL metrics Well-known brand
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  • SLIDE MASTER COVERPAGE ID Strategies Engines May Devalue
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  • SLIDE MASTER COVERPAGE ID Strategies Engines May Devalue
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  • SLIDE MASTER COVERPAGE Learn from the Best-Linked Sites & Pages
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  • SLIDE MASTER COVERPAGE Learn from the Best-Linked Sites & Pages
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  • SLIDE MASTER COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008 Q+A Use the chat window and direct question to All Participants.
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  • SLIDE MASTER COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008 Next SEOmoz PRO Webinar (proposed): Thursday, January 21 st 11:00am Pacific (2pm Eastern) Subject: SEO Metrics, Analytics & KPIs