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

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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