The Future of Link Building - SEMrush Webinar February 2015

59
The Future of Link Building Paddy Moogan Co-founder, Aira www.aira.net

Transcript of The Future of Link Building - SEMrush Webinar February 2015

Page 1: The Future of Link Building - SEMrush Webinar February 2015

The Future of

Link Building

Paddy Moogan

Co-founder, Aira

www.aira.net

Page 2: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

The Future

Page 3: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Links as a ranking signal are

NOT going away

Page 4: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Fundamentally, they still

work well

Page 5: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Links are the basis of the web

Page 6: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

However…

Page 7: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Related signals will change

and become more refined

Page 8: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

We don’t think as a “link” as

the signal Google use

Page 9: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

There is so much more to it

Page 10: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Anchor text

VolumeDiversity

Type of link

Home vs. deep

link

Position on pageOther links on

page

Surrounding text

Page 11: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

These will change over time

Page 12: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

And new signals will be

added

Page 13: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Social signals may play a bigger

part

Page 14: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Some rankings just won’t make

sense to us

Page 15: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Penguin will become more

refined and quicker

Page 16: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

It’s constantly learning (it’s

nearly two years old now)

Page 17: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

They have lots of fresh data

to learn about bad links

Page 18: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Penguin targeted scalable

link building techniques

Page 19: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Anything scalable will be

targeted at some point

Page 20: The Future of Link Building - SEMrush Webinar February 2015

What this means

Page 21: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

For businesses…

Page 22: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Let’s use Panda as an example

Page 23: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

There was collateral damage

with Panda

Page 24: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

But Google didn’t mind

Page 25: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Don’t take risks with your

business

Page 26: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

For churn and burn sites…

Page 27: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Spam will always work

short-term at least

Page 28: The Future of Link Building - SEMrush Webinar February 2015

What to avoid

Page 29: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Anything that scales

Page 30: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Scaling = potential loss in

quality

Page 31: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Too much commercial

anchor text

Page 32: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Putting all your links in one

basket

Page 33: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Links that you may be taking

down in a year or two!

Page 34: The Future of Link Building - SEMrush Webinar February 2015

What to focus on

Page 35: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Easy wins are still out there

Page 36: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

1) Broken incoming links

Page 37: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 38: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

2) Competitor analysis

Page 39: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 40: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 41: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

3) Unlinked mentions of

company or people

Page 42: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 43: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 44: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

4) Learn what PR people do

Page 45: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

They craft stories around

people, companies and data

Page 46: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 47: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 48: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

5) Invest in content

Page 49: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Invest in content

Page 50: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Invest in understanding what

makes a good idea

Page 51: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 52: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Page 53: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Follow these people:

@jcolman @halvorson@epicgraphic

Page 54: The Future of Link Building - SEMrush Webinar February 2015

In summary…

Page 55: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Links will always be

important

Page 56: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Don’t scale link building if

you’re building a business

Page 57: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Spend some time on the

quick wins

(they still work)

Page 58: The Future of Link Building - SEMrush Webinar February 2015

@paddymoogan www.aira.net

Invest in understanding

good ideas and

how PR works

Page 59: The Future of Link Building - SEMrush Webinar February 2015

Thank you!

Paddy Moogan

Co-founder, Aira

www.aira.net