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8/9/2019 SEO: From Soup to Nuts (part 2)
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Link BuildingThe Key to Rankings
Eric EngeCEO, Stone Temple Consulting
8/9/2019 SEO: From Soup to Nuts (part 2)
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OnPageSEOSummary
• EstablishRelevance!• Can’tcompeteforatermwithoutit
• Cri>caltoSEO• Buthowdothesearchenginesdecidewhichrelevantpagestoshowfirstintheresults?
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LinksAreLikeVotesinanElec>on
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OneMethodForValuingLinksisPageRank
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RoleofRelevance
YourPage
(UsedFord
Mustangs)
Casino
Gambling
OnlinePrescrip>ons
CarandDriver
Magazine
Fordvehicles.co
m
LowValue
HighValue
AnchorTextalsoplaysakeyroleinestablishing
relevance!
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TheConceptofAuthority
A A
A
AllWebsitesaboutUsedCars
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SearchEnginesDoNotCountAllLinks
• Linkstheycan’tread: – EncryptedJavaScript – InaniFrame
• Linksonpagesthattheycan’tcrawl – Can’tfind – MarkedasNoCrawlinRobots.txt
• LinksmarkedwithNoFollowAribute
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LinksShouldbeCita>ons
• Searchenginesdonotwantyoutobuylinks• Searchenginesdonotwantyoutogetallyourlinksthroughlinkswaps
• Thesearecompensatedlinks,notcita>ons
• Soyoumustcreateareasonforpeopletolink
toyou
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AlgorithmicRankingFactors
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The8BasicKindsofLinkBuilding
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#2–Compe>>veResearch
1. Usetoolstoseewholinkstoyourcompe>>on
2. Pursuetoptargetswithmanuallinkbuilding
3. Researchcompe>torlinkbuildingstrategies
Scalability
Value
Downsides:Hardtoscale
Use:Forhighvaluelinkbuilding.Getideasfrom
compe>>on
Howdidhe
getsobig?
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#3–Distributecooltools
1. Createacooltool2. Allowotherweb
sitestoincludeitontheirsite
3. Embedalinkback
toyoursite
3rdPartySiteCoolTool
LinkBackYourSite
Scalability
Value
Downsides:Successisnot
certain
Use:Ifyoucancreatea
uniqueandcompellingtool
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#4–LinkbaitandViralCampaigns
1. Createunique,killercontentthatevery‐
onewantstolinkto
2. Letmarketinflu‐
encersknowaboutit
3. Watchthelinksrollin
Scalability
Value
Downsides:Successisnot
certain
Use:Ifyoucancreatetruly
compellingandunique
content
Blog Media
SocialSite Hobbyist
Viral
Content
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#6–LinkReclama>on
1. Getalistof404errorsfoundbythesearchengines
2. Determinewhich
onesarefrombadexternallinks
3. Requestfix,orimplement301redirect
Scalability
Value
Downsides:Hardtoscale
Use:Always,it’seasy
404
Page
Your
Site
F i xed
L in k
Good
Link
Source
B r o k e n Li n k
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Strategies to Avoid
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#7–ExchangesandTrades
1. Researchrelevantsites
2. Figureouthowtocontactthem
3. Suggesttradinglinks
Scalability
Value
Downsides:Searchengines
candetectanddiscountlinks
Use:Onlywithquality
relevantsites
Dude,wanna
swaplinks? Hmmm
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Evalua>ngLinkValue
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GoogleDirectory
• Pullsfrom
DMOZ• OrderedbyGoogle’s
PageRank.
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GoogleToolbar
• ViewPageRankofcurrentpage,onceturnedon.
• Availablefor: – Firefox – InternetExplorer
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HowwelldoesPRpredictRanking?
hp://www.seomoz.org/blog/the‐science‐of‐ranking‐correla>ons
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Quan>ta>veMetrics
• #ofLinkingRootDomainstoURL
• #ofLinkingRootDomainstoDomain
• HomepagePageRank;DomainmozRank
• URLPageRank;URLmozRank
• mozTrust• #ofLinkstothePage(Yahoo!,GGBlogsearch,Linkscape)
• Twiermen>ons(Backtweets.com)
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Subjec>veMetrics
• Brandnamereach/recogni>on
• Qualityofotherlinksonpage/site(Bing‐Linkfromdomain)
• AainabilityandEffort
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Link Building Tools
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ExampleYahoo!LinkCommands
• linkdomain:hulu.com–site:hulu.com
– Seelinkstohulu.com,butexcludelinksfrom
hulu.com
• Linkdomain:hulu.comlinkdomain:youtube.com
– Seewholinkstohulu.comANDyoutube.com
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Social MediaLeveraging Social Mediato Create Buzz and Links
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ProceedwithCare!
• Socialcommuni>esdonotliketobe“used”
• Peopleinthecommuni>estakeac>on
• Sodothesocialmediaproper>esthemselves• Playnice!• Beamemberofthecommunity
• Contributetothecommunity• Anditwillpayyouback
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Wikipedia
• Ifyoucan,obtainaprofilepageonWikipedia – Linkstoyoursitedonotpasslinkjuice,buts>llvaluable – Buildscredibilitywithmediaandothers
• Don’tgoaddityourself! – AgainstWikipediaguidelines – Becomeacontributor,addlotsofvalue,makefriends,establishcredibility,thensuggestit
• Mustmeetnotabilitytest
• Suggestrelevantcategorytags• Monitoryourar>cleswithatoolthatemailsyouwhenthear>clechanges(trackengine,urlywarning).
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WikipediaSummary
Wikipedia
Scalability
Value
Downsides:Timeinvestment
Use:Onlyifnotable
Benefits:BuildsCredibility
Bringstraffic
YourName
Thisguymustbetherealdeal
Playbytherules
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Digg
• Anar>clethatmakestheDigghomepage:
– Cangettensofthousandsofvisitors – Cangethundreds,orthousandsoflinks
• Gengthereisthehardpart
• Creategreatcontent – UseDiggtoresearchotherar>clesonyourtopicareathathavemadeit
• Targettheaudience(13to28yearoldmales)
• BefriendorhireatopDigger
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Digg
• Stripawayallcommerciallinksfromyourar>cle
• FriendpopularDiggers.Beeryet,getapopularDiggerto
submityourstory.
• Craakiller>tleusingthisformulafromMuhammadSaleem:number+adjec>ve+keyphrase
– E.g.“13MostChillingHauntedHotels”or“16Incredibly
Unconven>onalHotelRooms”
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DiggSummary
16most…
Scalability
Value
Downsides:HomeRunBall
Use:Ifyoursitelendsitselftotherighttypeofcontent
Benefits:Traffic
Links
YourAr>cle
DiggHome
Page
TonsofVisitors
TonsofLinks
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YouTube
• Creategreatvideos
• PostonYouTube
• Ifrelatedtoacurrentevent,that’saplus
• ThevideosonYouTubegetmostofthelinks• Stacktheoddsbycrea>ngamicrositeandmakingthe
micrositeURLyourusername.
– E.g.“willitblend.com”isBlendTec’susername
• Useasmanytagsaspossiblewhiles>llbeingaccurate
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YouTubeSummary
CreateGreatVideoScalability
Value
Downsides:Homerunball
Use:Ifyouhaveakiller
conceptforavideo
Benefits:Branding
Traffic&SomeLinks
YouTube
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• Addlinkstoyourwebsite,andtwoother
URLsandselect“Other”soyoucanspecifythe
anchortext.
• Includeitinyourpublicprofile
• AddaLION(LinkedInOpenNetworker)ortwotoyournetwork. – Trytofinda“promiscuoussneezer”
– UsetheTopLinked.comlist.(hp://www.toplinked.com/top50.html)
• Addyouremailaddresstoyour“professionalheadline”sofolks4+degrees
awaydon’thavetowasteanInMailtocontactyou
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LinkedInSummary
LinkedInProfile
LinkedInCommunity
Scalability
Value
Downsides:Laborintensive
Use:Tobuildhighvalue
contacts
Benefits:Spreadideas
Reachthoughtleaders
Bypassspamfilters
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• Updateregularly• Createafanpageorgrouporboth• Usefanpagestobuildlongtermrela>onships
– Fanpagesgetindexed• Usegroupsforquickdiscussionsandviralac>vity
• Customizeyourfanpageorgroup
• Updateregularly!
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FacebookSummary
TrafficYourSite
FacebookCommunity
Scalability
Value
Downsides:Requires
Commitment!
Use:Tobuildreputa>on,
trafficandlinks
Benefits:Branding,
Traffic&SomeLinks
FanPage
Group
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Twier
• Plantocontributeregularly• Pickagoodaccountname(memorable)
• Customizeyourbackground
• CreateamicrositededicatedtoTwier
• UsehashtagsforTwiersearch• IncludeURLsandreferenceswhereappropriate
• Contributeregularly
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TwierSummary
TrafficTwierAccount
YourSite
TwierCommunity
Scalability
Value
Downsides:Requires
Commitment!
Use:Tobuildreputa>on,
trafficandlinks
Benefits:Branding,
Traffic&SomeLinks
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Blogs• StartOne• Updateregularly• Interactwithotherbloggers.
– Commentontheirblogs
– Gettoknowthem
– DON’TSPAMthem
• Updateregularly
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BlogSummary
YourBlog
Blogoshpere
Scalability
Value
Downsides:Requires
Commitment!
Use:Forlinksand
rela>onships
Benefits:Linksand
Rela>onships
WebLinks
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Putitalltogether
• Thebestlinkbuildingplanforyouisunique.Tofigureitout,youmust:
– Studythemarket
– Findoutwhatyourcompe>>onisdoing – Figureoutwherethebestlinksforyoucanbefound – Determinewhatitwilltaketogetlinksfromthem
– Supportthecampaignwithcontent,tools,orwhatever
– Experiment,experiment,andthenexperimentagain
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Eric Enge
(508)485‐7751
@stonetemple
