Link Building Workshop - SEO After Penguin & Panda
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Learn how to build authoritative links through advanced content marketing that Google will applaud. Google Panda has drastically reduced the value of content syndication, such as article and press release distribution. Google Penguin has picked up on the anchors used in those activities and penalized websites all over the web for explicit anchor text and on-page over-optimization. In this presentation you'll learn 8 power link building techniques and 4 creative link baiting strategies to keep your team busy and wearing white hats at the office. The presentation ends with a content strategy that is sure to get your authoritative and extremely high quality links that even Matt Cutts himself would approve.
Link Building Workshop - SEO After Penguin & Panda
- 1. Link Building Workshop (Post Google Panda & Penguin) Steve Wiideman www.ThatTrainingGuide.com
- 2. SEO in a Nutshell 1. On-Page Relevancy (Keyword-Themed Content) 2. Off-Page Popularity 3. User Behavior (What People Do in Google)
- 3. Link What? Why is building links important to achieving higher ranking in the search results? Relevancy + Popularity + User Choice = Higher Ranking
- 4. Google Panda Panda Updates – Began in Februrary 2011 Removing Duplicate Content from Search Results Reduced Ranking on Similar Content Pages Goodbye PR & Article Distribution Goodbye Blog & Ping
- 5. Google Penguin Penguin Update - April 24, 2012 Too Many Links with Explicit Anchor Text Over-Optimization of Webpages Webpages without Authoritative Links to Them Goodbye Web 2.0 “Micro-Sites” Goodbye Profile Links
- 6. Three Types of Link Building Free Links Paid or Sponsored Links Featured Links (links with costs associated) Time Required = 5 min to 1 hour Time Required = 10 min to 2 days Time Required = 2 days to 3 months PageRank 0-3 PageRank 1-5 PageRank 5-10 (No Cost, Except Labor) Typically $500 - $2,500/mo. Typically $2,500 - $30,000/mo. (some require recurring fees) DMOZ (good luck) Industry bloggers Bribe a DMOZ.org editor Free web directories Paid directories Bribe a news publisher Business directories o Yahoo! Directory Bribe an news editor Popular forum profiles o Best of the Web Pay for premium PR Popular forum signatures o Business.com Industry destination feature Google "list your site" Regional directories Pay for a TV show for a mention Social network profiles Sponsored reviews News (http://bit.ly/qnbTeC) Blog comments Sponsored Tweets Pay for premium sponsorship A friend's homepage Associations Donate (a lot) to a big charity A partner website o Chamber of Commerce Donate (a lot) to a big org. A vendor website o BBB.org Brokers (http://bit.ly/mPog7L) Q&A websites o Industry association Pay to be an event sponsor Free classifieds o Community organization Pay to be a sports sponsor Themed micro-sites Student discount pages National magazine feature o Weebly Pay for a booth at an event Purchase a popular website o Wordpress.com Text links (http://bit.ly/mZDSmB) Purchase a competitor website o Blogspot.com Blog links (http://bit.ly/r2Iro8) Pay a Ninja $20k o Hubspot.com Quote an expert in an article (http://bit.ly/qCLlB7) o Squidoo.com Release a thorough study Trade your home to WSJ.com {industry} directories Blog controversially Lose your dignity for a reality show {industry} forums Release rare photos or media Sell your soul to Google Free article submissions Free press releases
- 7. 8 Powerful Link Building Strategies 1. Be Found Where Competitors Are 2. Joint Content Contribution 3. Advanced Tutorials & How To’s 4. Create a Controversy 5. Conduct Research & Discuss the Results 6. Establish Yourself as an Authority (Author Rank) 7. Create a Free Tool, Product, Plugin or Extension 8. Recognition & Interviews Off-Page Link Building
- 8. #1: Level the Playing Field Be Found Where Competitors Are: Tools to Use: OpenSiteExplorer.org Ahrefs.com Majestic SEO Video: How to Get Links Where Competitors Have Them: http://www.youtube.com/watch?v=na_fucLpJfE
- 9. #2: Joint Content Contribution Contributors Often Link to Their Attributions Example: 5,663 David Mihm’s Inbound Links Local Search Ranking Factors
- 10. #3: Advanced Tutorials & How To’s Good Content Easily Picks Up Links Example: 245 Inbound Links Bruce Clay’s Tech Tips
- 11. #4: Create a Controversy Good Content Easily Picks Up Links Example: Jason Calacanis 72 Inbound Links Vs. Danny Sullivan
- 12. #5: Conduct Research & Discuss Results Good Content Picks Up Links FAST Example: Ian Lurie & 20 Inbound Links Steve Wiideman (In 3 Weeks) Analyze Google Breadcrumbs
- 13. #6: Establish Yourself as an Authority News Draws Links Example: WebProNews.com Does 183 Inbound Links Interviews with Industry Experts
- 14. #7: Create a Free Tool or Plugin People Like Free Stuff Example: Xenu Link Sleuth Broken Link Software 20,575 Inbound Links 20,575 Inbound Links
- 15. #8: Recognition and Interviews People Like to Be Recognized
- 16. Building vs. Baiting What is the difference between link building and link baiting, and which one is better?
- 17. 4 Powerful Link Baiting Strategies 1. Offer Quiz and Certification Badges 2. Widgets and Embeddable Objects 3. Frequently Updated Survey Results 4. Be a Source for Industry Data Off-Page Link Building
- 18. #1: Offer Quiz and Certification Badges Sample Use Cases (3/15/11): 1,205,644 links to the root domain, 44,270,380 links to subpages 48,392 links to the root domain, 86,655 links to subpages 869 links to the root domain, 5,495 links to subpages
- 19. #2: Widgets and Embeds Use Cases for Widgets & Embeds Sentence Link Goes Here Sentence Link Goes Here
- 20. #3: Frequently Updated Survey Results Use Cases for Survey Results: – Census.gov (597,232 root, 2,407,657 total) – DavidMihm.com (4,410 links to ‘Ranking Factors’) – BeatTheAutocomplete.com (New Site)
- 21. #4: Be THE Source for Industry News Authoritative Content • SearchEngineJournal.com (150,811 root, 326,108 total) • WSJ.com (1,231,513 root, 1,782,454 total) • PizzaMarketplace.com (76,405 root, 80,651 total) • ModernWoodworking.com (400 root, 573 total) Anyone can become an authority on what they specialize in or what people they know specialize in.
- 22. New Layout Idea Pre-2013 Linking Building – Fo’get ah-bout it In 2013 – Research hot topics, resources, and authors – Engage for opinion, quotes, survey, poll & feedback – Publish WITHOUT mentioning your service – Perform outreach to authors of content in your vertical • Try this Google operator: site:*.edu “your topic here” • Set the date to the last 30 days – Have your content used as “Additional Reading” – Perform outreach to those mentioned or featured
- 23. New Layout Idea – In Action The Bait: http://blog.buyzing.com/what-people-think-of-the-new-port-on-the-iphone-5/ The Link: http://sundial.csun.edu/2012/10/iphone-5-has-potential/ Featured/Mentioned Authors: • Pete Cunningham, London-based analyst at technology research firm Canalys • Farhad Manjoo, Slate’s Technology Columnist Additional Resources & Survey Results:
- 24. Connect with Steve Wiideman Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations. He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog. He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on That Training Guide, an Internet Marketing private membership site. Sign up free for 14 days at http://www.thattrainingguide.com/ Steve Wiideman www.SEOSteve.com Facebook.com/stevewiideman P. (562) 732-4417 @seosteve E. info@seosteve.com