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Link building is hard. Make it easier by learning and implementing the link earning classes that Google still likes and position your site effectively in a post-Penguin world!
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The “Sin City” Guide to Google-Friendly Link Building
Presented by Casey Markee
Lead SEO Consultant/Head of SEO SupportSearchEngineNews.com
President of MediaWyse.com
Connect with me Online @Today’s Presenter is…
Become a Fan on Facebook:http://www.facebook.com/Planet.Ocean Follow Casey on Twitter:http://Twitter.com/MediaWyse Connect with Casey on Linkedin:http://www.linkedin/com/in/caseymarkeeCircle Casey on Google+:https://plus.google.com/+CaseyMarkee Follow Casey on SlideShare:http://www.slideshare.net/CaseyMarkeeMBA
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Links are THE Sign of Online Popularity!
What’s the One Constant in SEO?
That NOTHING Stays the Same!
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Google Link Building Targets & Victims:Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal LinksSocial Bookmarking
Widget LinksSpun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums
@MediaWyse + Casey Markee
Google Link Building Targets & Victims:Directory Submissions
Blog Comments
Mass Guest PostingArticle Directories
Advertorials
Reciprocal LinksSocial Bookmarking
Widget LinksSpun Content
Paid Links
Anchor Text Rich Links
Design by Links
Press Releases
Web 2.0 Links
Forums
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What does Google want?
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The 4 Tenants of Google-Friendly Links:1. Does the link provide clear value to
the user?
2. Is the link niche-relevant and worthy of Google consideration?
3. Does the link actually get clicked and send some measureable form of trackable analytics traffic?
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The 4 Tenants of Google-Friendly Links:And most importantly….
4. Was the link given or “earned” freely?
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So where does that leave us?
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Know and Embrace the Link “Earning”
Classes that Google Still Loves!
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1. Public Relations Link Building“Thanks for making us the WORST on Yelp!”
Case Study: BottoBistro.com
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Started a “Hate us on Yelp” Campaign!
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Started a “Hate us on Yelp” Campaign!
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“I don’t have anything against Yelp. The idea is fantastic, but the blackmailing thing is
ferocious,” says Cerretini. “I think I should be the one deciding if I’m on the site or not. At least I can be there on my terms. The only
power they have is they make you reliable to them. So, I’m going to be one of the most
unreliable restaurants.”
They Generated a TON of Press!
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That Press Resulted in a TON of Editorial Links!
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Just how many Links? Glad you Asked!
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Majestic Link Profile of BottoBistro.com
before first News Story on 9/12
Just how many Links? Glad you Asked!
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Majestic Link Profile of BottoBistro.comas of October 1st!
Just how many Links? Glad you Asked!
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Majestic Link Profile of BottoBistro.comas of October 1st!That’s an Increase of 1900%!!!
Inconceivable!!!
You can do this. Give it a Push!
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2. Local Link “Earning”! “Sure, I’ll link to your yoga studio.”
Local Links can be Pulled or Pushed.
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“Push” for local links by finding opportunities & requesting a link:
Local Links can be Pulled or Pushed.
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You can “Pull” in Local Links by Publishing Local Resources:
Local Links can take a lot of Different Forms
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1. Local Meetups2. Local Directories 3. Local Review Sites4. Chambers of Commerce5. Event Sponsorships6. Local Resource Pages7. Local Blogs8. Local Newspapers9. Local Charities & Sponsorships10. Award Listings11. Club & Organization Pages12. Calendar Pages13. Local Expert Interviews14. Embedded Custom Google Maps15. Embedded Videos w/Local Attribution Links
Local Links can take a lot of Different Forms
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Find Local Link Opportunities with GoogleSearch Operator searches:<city name> + “recommended resources”/”suggested resources”<city name> + “useful resources”/”interesting resources”<city name> + “favorite resources”<city name> + “recommended sites”/”suggested sites”<city name> + “useful sites”/”interesting sites”<city name> + “favorite sites”<city name> + “recommended websites”/”suggested websites”<city name> + “useful websites”/”interesting websites”<city name> + “favorite websites”<city name> + inurl:links/resources<city name> + inanchor:links/resources
Browse 10,000 URL Operator Strings: http://bit.ly/pubcon-operators
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3. Scholarship Link “Earning”“Are you disabled and live in Canada, I’ve got a scholarship for you!”
Scholarship Pages in Action
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Case Study: www.SilverCross.com
Sells recycled Healthcare equipment in Canada and the United States.
They had very few “linkable” resources. We added an Ability Achievement Scholarship that is now given yearly to one student in the US and Canada.
It’s a healthy $3000 scholarship.
Prospective students fill-out an Essay and meet other on-site requirements.
Scholarship Pages in Action
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The new page generated 2500+ visitors in 2014 and generated an average site visit of 04:07 seconds. This was 150% above the
site average!
Total Backlinks = 970+
Linking Domains = 100+
Page PageRank = 4
Page Authority = 42
Total Social Signals = 500+
Case Study: www.SilverCross.com
Scholarship Pages in Action
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But remember…you actually have to GIVE AWAY the scholarship!!!
Scholarship Pages in Action
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Case Study: www.SilverCross.com – So how do you promote these? 1. Submit a press release announcing the scholarship through PRWeb.com
2. Send out an email to any in-house email lists.
3. Submit to scholarship pages – use Google Operator searches inurl:scholarships site:edu and inurl:edu + art + intitle:“outside scholarship” or inurl:edu + intitle:“outside scholarship” (replace “art” with whatever you are targeting)
4. Blog about the scholarship – provide a link both to your recent press release and the Scholarship page itself.
5. PPC Branding: Spend $100 on a quick Facebook and Google PPC campaign to drive initial awareness
6. Perform Backlink Research on existing Scholarship pages then submit your scholarship directly via email outreach!
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4. Beneficial Link “Earning”“Provide value and links will follow!”
Position yourself as an Expert in your Space
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When you Interact Online – Links Happen!
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That’s a dofollow backlink from a50+ Domain Authority site. That’s
never a bad thing.
Position yourself as an Expert in your Space
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1. Participate in online forums, SEO groups, and Q&A services. Quora specifically is still valid.
2. Speak at local Toastmaster and Civil Group meetings on common problems experienced by your target audience.
3. Sign-up for Disqus.com and comment regularly on popular SEO news services . (SEN, SearchEngineLand, SERoundtable, etc.)
4. Interact regularly on Twitter & Facebook. Ask and answer questions of your followers.
5. Submit pitches regularly and SPEAK at conferences. Pubcon specifically is a kick-ass gig. Great audiences and super-awesome connections!
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5. Sponsorship/Partner Building“Thanks for your sponsorship. Here’s a link!”
Sponsorship Opportunities are Everywhere
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Sponsorship Opportunities are Everywhere
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Sponsorship Opportunities are Everywhere
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Sponsorship Link Building BEST Practices:
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Find Opportunities with Google Search Operator Searches:<city name> + “thank you to our sponsors”<city name> + “become a sponsor”<city name> + “sponsorship”<city name> + “partners”<city name> + inurl:donations<city name> + inurl:sponsorship<city name> + inurl:partners<city name> + inurl:thank you sponsors<city name> allintitle:sponsor<city name>allinanchor:sponsor<city name>allinurl:sponsor<city name>allintext:sponsor“thank you sponsors”“sponsor links”“partner links”“donation links”
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6. Brand Mentions“Turn regular mentions into live links!”
So what’s a Brand Mention?
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A brand mention is a repetition of your name or website, usually unlinked, that appears regularly on the Internet.
Turn this..
So what’s a Brand Mention?
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We want to turn Brand Mentions into LIVE links!
Into this!
How do I find these Brand Mentions?
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Strategy #1 – the MOZ Fresh Mentions Tool (Paid)http://freshwebexplorer.moz.com/
How do I find these Brand Mentions?
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Strategy #1 – the MOZ Fresh Mentions Tool (Paid)http://freshwebexplorer.moz.com/
Use this search to find brand mentionswithout triggering your own domain!
How do I find these Brand Mentions?
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Strategy #2 – Google Alerts (Free) – www.google.com/alerts
How do I find these Brand Mentions?
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Strategy #3 – Google Operator Searches (Free)“my name” –site:mysite.com “my brand” –site:mysite.com“my brand” –site:mysite.com blog OR postsite:org "my brand" OR "my name"site:com "my brand OR "my name"site:edu "my brand OR "my name"site.gov "my brand OR "my name"“my name” “my brand” –site:mysite.com – press –release“employee name” “my brand” –site:mysite.com –press –release“promotion” “my brand” –site:mysite.com –press –releasespecials” “my brand” –site:mysite.com –press –release“announced” “my brand” –site:mysite.com –press –release“infographic” “title of infographic” –site:mysite.com “quoted” “my brand” –site:mysite.com –press –release“quoted” “my name” –site:mysite.com –press –release
How do I find these Brand Mentions?
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Strategy #3 – Google Operator Searches (Free)“my name” –site:mysite.com “my brand” –site:mysite.com“my brand” –site:mysite.com blog OR postsite:org "my brand" OR "my name"site:com "my brand OR "my name"site:edu "my brand OR "my name"site.gov "my brand OR "my name"“my name” “my brand” –site:mysite.com – press –release“employee name” “my brand” –site:mysite.com –press –release“promotion” “my brand” –site:mysite.com –press –releasespecials” “my brand” –site:mysite.com –press –release“announced” “my brand” –site:mysite.com –press –release“infographic” “title of infographic” –site:mysite.com “quoted” “my brand” –site:mysite.com –press –release“quoted” “my name” –site:mysite.com –press –release
-site:yoursite.com -site:facebook.com -site:twitter.com “Your Name” “Your Company”
Some Final Thoughts
Links as a signal are NOT going away. Natural Links have an Editorial Component Freely given, Niche-related links, that get
clicked, are the most valuable! Be viewed as an expert and links follow!
Unlinked Brand Mentions provide a HUGE link opportunity!
Link “Earning” is a Marathon not a Sprint!
There are still plenty of quality link classes you can target!
And remember this about link building…
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$1 gives you 30 days unlimited access to…
http://bit.ly/sen30days
