Presentation on theme: "“Hands On Approach to Link Building” Peter van der Graaf Workshop."— Presentation transcript:
“Hands On Approach to Link Building” Peter van der Graaf Workshop
1.The importance of links 2.Three stages of link building 3.Link requirements -- Coffee break -- 4.Strategy planning 5.Execution 6.Monitoring and continuing relations Today’s programme
Are links really that important? 1. The importance of links
Technical guidelines –Is the site readable and understandable by machines? Content in text or other formats –What is this content piece about? Opinions of others –Is this source important? SEO ingredients
The ideal situation
A hands on approach to link building 2. Three stages of link acquisition
1.Preparation and research 2.Link bait creation 3.Distribution Logical steps
Preparation and research 3. Link requirements
Good links have RAT –Relevance –Authority –Transfer Characteristics of a good link
Linkpower transfer 1/3 1/12 1/2 1/8 nofollow
Link profile: The full collection of incoming links What is a natural link profile buildup? –Both masses and authorities –Both relevant and irrelevant –Both perfect and seemingly worthless –Don’t depend too heavily on one type What is a link profile?
Acquisition timing link acquisition ranking effect quick link acquisition time normal link acquisition time social media links time
Value is reduced for single link or all similar links Link source could risk penalties (not the target) Common unnatural characteristic –Block duplication Bigger block, more pages, more sources = more certain Certainty determines dampening strength –Round Robin Link network without external links Single ownership/hosting/etc. Unnatural links
Analyzing your link profile
Where should you spend your link building effort? Desired search terms –Search volume and chance of conversion –Conversion value and ROI timeframe certainty Theme clustering –Linkbuilding effect is broad! Link building goals
Link building effect on search phrases any dedicated page will rank dedicated page high in navigation or some link building required link building needed heavy link building needed authority links broad thematic links very specific links required effort from current situation
Screening a top-10 –Chance on a top-10 position? –Top-10 requirements? Additional amount Theme of additional links Authority or masses Competitive analysis
many toolbars limited sources
Potential link partners 1.Finding potential link partners 2.Categorizing them by possible approaches
Current –Links –Partners –Name occurences Scoring for search term(s) (narrow or broad) Linking to your competitor Generic authorities –Sites like big companies, press and news, government, charitable organisations and social platforms Set alerts for future articles Finding potential link partners
What person is behind this website? What do they already link to? –Bing “linkfromdomain:domain.com” –Can I provide a simular type of information/trade? How competitive are they with me? Would the same approach work on the entire group? Categorizing link partners
Back in... minutes? -- Coffee break --
Existing links Search terms Competition Best link partner groups What is your situation?
What makes us linkable? 4. Strategy planning
Get the mindset of a link builder –Example strategies for any industry Choosing the right strategy for the right job –Managing budget, link partner type, reputation risk and chance of success Strategy choice
Strategy: Cold mailing Dear webmaster, I love your website and would like to know if you’d want to place a link to mine. If needed I can place a link back to you. This will help your ranking in Google. Kind regards, John Doe $ Hello Mike, It seems we’re both Yankees fans and I agree Girardi should be replaced. Keep up the good work on your baseball blog. I just created a plugin that would be perfect for your loans website (loans.info). It instantly shows interest rates for all mayor banks and is very easy to implement. I placed helpful instructions on Let me know if you need any help or would like additional features in the next version. Kind regards, John Doe
Strategy: Cold mailing (personalization) % successful requests Travel clientFinance clientCasino client Dear webmaster, Hello John, I'm a … fan too
Strategy: Optimizing existing links
Strategy: Link trade Can you arrange an uneven trade? Promotion vs link value –Give promotion (testimonial), link not always needed –Make sure you recieve link value –Yes, reciprocal links are dampened!
Strategy: Link trade
Provide additional value for their visitors Strategy: Visitors
Strategy: Visitors - information
Strategy: Visitors – discount
Strategy: Visitors - tool
Provide additional value for webmasters or site owners Strategy: Webmasters
“I want the link exactly like this:...” Make sure there aren’t any paid link signs –Other links are notorious buyers? –Block type duplication? –Best: site-wide link to an exit-page Strategy: Webmaster - money
Alternative form of paid link –No recurring fee! Own product sample (ex. for online review) Desirable gadgets (ex. i-pad) Sponsored conference tickets Strategy: Webmaster - goods
“If you place this link you’ll recieve...” For the masses (ex. Blogs) Strategy: Webmaster - discount
Big news portals are generic authorities Every industry has specific news sites Competitors might show industry news Editorial news vs gathered news –Give scoops and additional assistance –Spread through newswires –Spread through news feeds Strategy: Press - news sites
Strategy: Press - research
Reduced or no branding (goes for all linkable content) Links from slightly competing sites? Links from journalistic sites? Who links to one brand recieves more requests Strategy: Satellite - impartial
Offer an arena for two sides to combat in Make sure both sides keep interested Connect a search term to each battle After reaching critical mass the platform will run by itself Strategy: Satellite - social platform
Strategy: Satellite - protest
Value is in the eye of the beholder Opportunities can be found in many places –Bankruptcies –Old campaigns or events –“site:2009.com” Current positions can be taken over Some activities may trigger resets Strategy: Domain buying
When is a strategy the right one? Strategy choice
Risk (range determined by client) Would they risk a good reputation? Budget (maximum determined by client) What revenue could a top position bring them? Chances of success (desires determined by client) How certain must a successful outcome be? Link type (need determined by link profile and competition) Does ranking require masses or authority? Potential link partner softspots What influences your strategy choice?
Reputation risk good background information viral press release
Reputation risk by strategy
Budget and effort optimizing existing links paid links research
Budget and effort by strategy
Certainty of a successfull outcome domain buying cold mailing impartial satellite site
Chances of success by strategy
Link partner group (small scan on search term) Risk, budget and certainty Possibilities Concrete strategy What is your situation?
From strategy to links 5. Execution
Link bait creation Distribution –Creating contact lists (most strategies) –Reaching possible link partners –Administration for successrates Stages of execution
Required skills Empathy, copywriting skills, research skills and media knowledge The ideal link building team –Mass mailing team (personalization vs cheap labour) –Strategist (overall and for callscripts) –Client/company representatives Administration for discounts and such Webmasters for mutual promotion Content managers for linkable copy Outsourcing? A link building team
Monitoring and continuing relations 6. Relations
Good relations build great links Re-usable assets? –Meet industry trendsetters Continuing placement and importance? –Maintain relations with important link partners Changing focus? –Would someone edit your existing link? The testimonial effect? –Existing links grow links!
Can you apply this to your website? Questions?
Need further assistance? Peter van der Graaf, Search Specialist Thank you!