SUSTAINABLE CERTIFICATION FOR FUTURE GENERATIONS: THE CASE OF THE WINE INDUSTRY
Wine and Web: The Future of Link Building
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Transcript of Wine and Web: The Future of Link Building
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Wine & Web
Andy Crestodina@crestodina #wineweb
The Future of Link Building
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Inbound Links, BacklinksA link from a website to your site.
Definitions
Link Popularity, Domain Authority, PageRankA measurement of credibility of a website, based on the number and credibility of sites that link to it.
Link BuildingThe act of improving the link popularity of a website to improve search engine rankings.
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Source: SEOmoz, 2011 Search Engine Ranking Factors
Why do pages rank?
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SEO Steps: Effort and Importance
Tech.SEO
EFFO
RT
KeywordResearch
On-Page
Link Building…
TIME
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The Valueof Links
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links are credibility
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more links = more credibility
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links from credible sites =much more credibility
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many outgoing links =less credibility per link
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It’s good when the link textIncludes the target keyword.
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but if all the links include thetarget keyword, that’s bad.
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Follow vs. NoFollow
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Domain Authority over time…
“Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.”
Source: SEOmoz,
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If Lance Armstrongwas an SEO…
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If Lance Armstrong was an SEO…
Buying Links / Blog Networks
Reciprocal Linking / Link Wheels
Blog Comment Spam
Spammy Guest Blogging
#blackhat
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Welcome to the dark side…
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A Penguin is born: April 24, 2012
Revenge!
Penalties for…
• Paid Links / Link Schemes
• Over-optimized Link Text
• Keyword Stuffing
• Cloaking
• Duplicate Content
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GUEST BLOGGING
…also known as “PR”
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Blogging vs. Guest Blogging
BloggingContent = 2Links = 0Friends = 0
Guest BloggingContent = 3Links = 1Friends = 2
YOUYOU
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Blogging vs. Guest BloggingRound Two…
content better links + real connections
Blogging Guest Blogging Strategy
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Blogging vs. Guest BloggingRound Four…
Nice blog, but… This is what great web marketing looks like.
Blogging Guest Blogging Strategy
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Guest Blogging Tips: ResearchSearch for: [topic/industry] “write for us” …just look at all those blogs!
Is the domain authority higher than yours?Is there good social activity? Shares? Comments?Is you audience likely to read this blog?
Know the blog: • Read the guidelines• Recent posts• Focus on the audience
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Guest Blogging Tips: The Pitch1. Connect with the editor. Build a relationship. Use social media.
2. Keep it short and personalized“I read the article ‘XYZ Title’ and really enjoyed it. I think I have an idea for an article that your readers will really love. Would you be interested in that?”
3. Offer to edit “happy to make any changes.”
4. Offer to promote …and respond to comments
5. Follow up, but don’t be pushy
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Guest Blogging Tips: The Post
1. Make. It. Good.
2. Make it fit. Length, formatting and images
3. Optimize it! Keyword Research + On Page SEO
4. Author bio: Short, sweet and HTML (rel=author)
5. Link to your other content …if it makes sense
6. Make it easy for them. A ‘no-work’ proposition
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Diminishing Returns…
• 20 links on 20 domains > 20 links on 2 domains• Vary your anchor text often. Don’t over-optimize!
Source: SEOmoz, What are you best tips for link builders?
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Here’s an example…
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SEO IS A GAME
Play it!
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10 More Ways to play…1. Check competitors Links (OpenSiteExplorer.org)
2. SEO-savvy PR
3. Use the phone
4. Sponsor Something
5. Interview Someone
6. Ask plagiarists to link to you (CopyScape.com)
7. Ask partners, suppliers, vendors, etc.
8. Run a contest
9. Submit to IYPs (Internet Yellow Pages)
10. Be a Member: Associations, Chambers, Directories
Source: SEW: 131 (Legitimate) Link Building Strategies
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Keep Score!Source: List.ly: Guest Posts
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LINK MAGNETS
…the real secret to building links and ranking higher
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Step 1: Write 2000+ words
A. Teaches something useful
B. It’s on a topic that you love
C. Use Google Authorship tagging
GOAL: Write the best page on the internet for the topic
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Step 2: Pick a phrase
A. Yes, people are searching for it.
B. No, it’s not too competitive.
Source: Orbit Media: How to Research Keywords
GOAL: a realistic chance of ranking
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Step 3: Use the phrase
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Build links to the page from other pages on your site. Use the keyphrase in the links.
GOAL: indicate the relevance
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Step 4: Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
GOAL: Link, Link, Nudge, Nudge.
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Rank Links Rank➡ ➡
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So that’s how Wikipedia does it!
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Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!