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Through the Linking Glass How a Successful Campaign Can Bring Otherworldly Rankings Rebecca Kelley
Why Links? ● A link to your site = an editorial vote ● Links are more difficult to obtain than on-site factors; thus, search engines put more weight behind them ● Links pointing to pages on your site can increase the ranking of all pages on the domain ● Links can drive traffic!
Link Properties: What Can Search Engines See? ● Search engines can identify the following: Where the link is pointing to Location on a page Anchor text Relationships between domains The age of a link and when it was given Trends over time
Link Development Fundamentals ● Attract links naturally Search-friendly site, fresh content ● Manual link building campaign Acquire links from relevant sites ● Purchase links Contact webmaster Purchase through a link broker ● Viral marketing Create link bait ● Social media marketing Create social media profiles
Determining the Value of a Link ● Is the site linking to you considered to be trustworthy? .gov and.edu domains News portals ● Is the site linking to you relevant to your site's industry? ● Where does the page linking to you rank in Google for: Its own title tag Competitive keywords ● Plug the URL into SEOmoz's Page Strength tool (http://www.seomoz.org/page- strength)
Pitfalls to Avoid ● Forgetting to 301 your pages when you change/move your site ● Splitting your site into multiple domains ● Falling for the “Get a crapload of links for X dollars!” guarantee ● Falling for the “We'll submit your site to a million search engines!” guarantee
Want to Learn More? Of Course You Do! Check out the SEOmoz blog (http://www.seomoz.org/blog) for more link building and SEO tips.
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