1.Advanced Link Building WorkshopAdvanced Link BuildingWorkshopby Tim Grice

2. Advanced Link Building Workshop 3. Advanced Link Building WorkshopContents SEO Landscape Penguin & Unnatural Links Removals and Reconsideration Crafting the Perfect Profile Brand Anchor Text & Variation Negative Profiles Editorial Discretion Link Building Strategies Advanced outreach Budget SEO Integrated Strategies 4. Advanced Link Building WorkshopSEO Turbulence 5. Advanced Link Building WorkshopGoogles On-going Clean Up Toolbar PageRank Launched2000 Florida Update - The Death of Keyword Stuffing2003 Cassandra Death to Hidden Links and co-owned domains Austin Update Hidden Text and Meta Tag Stuffing2004 Jagger Update Devaluation of low quality links (reciprocal links & link farms)2005 Nofollow to control outbound links Vince The Brand Update2009 Rel Canonical Duplicate Clean Up Bing & Google Confirm Social Signals are used in Algorithm2010 May Day Update Sites with low quality thin content seemed to affected PANDA!!2011 Unnatural Links / Penguin / Blog Networks2012 6. Advanced Link Building WorkshopSEO Changed Low quality content is actively being penalised Unnatural links are been devalued and causing penalties Anchor text manipulation is being actively penalisedGoogle are getting better at detecting quality and removing spam 7. Advanced Link Building WorkshopUnnatural Links12 8. Advanced Link Building WorkshopSlight Difference Penalty Applied 2 3 weeks after the message Message 1 Links have to be removed and Reconsideration submitted Less serious, may see slight drops in key terms Message 2 Should endeavour to remove links and monitor rankings Consider reconsideration if rankings/traffic dont recover 9. Advanced Link Building WorkshopPenguin The Over Optimisation Algorithm 3% of queries affected Aggressive anchor text Unnatural link patterns/signals Aggressive on page tactics Keyword stuffing Hidden text Manipulative redirects Cloaking Manipulative Content 10. Advanced Link Building WorkshopCombating Unnatural Links Look for low quality follow links in your profile that pass weightand/or anchor text Unnatural Links 1 All links to be removed and reconsideration tobe sent via Webmaster Tools Unnatural Links 2 Identify spam links, remove, applyreconsideration only if you have seen negative impact 11. Advanced Link Building WorkshopLink Audit 12. Advanced Link Building WorkshopLink Classification 13. Advanced Link Building WorkshopIs this link manipulative? 14. Advanced Link Building WorkshopUnnatural Links Hit Rankings relying on low quality links will all drop Most severe penalties hit with the first batch of messages Removing links + Reconsideration is the only way to recover 15. Advanced Link Building WorkshopAdditional Considerations Build high value editorial links with brand anchor text Use branded email address if possible Use pseudonym email address for particularly spammy sites,as a social/PR backlash is possible 16. Advanced Link Building WorkshopPenguin Link Spam Algorithm Targets web spam tactics that have been against Googles guidelines for years Looks for unusual linking patterns Links in spun or scraped content Aggressive anchor text strategies Devalues rankings for keywords that have been aggressively targeted 17. Advanced Link Building WorkshopPenguin Hit Specific keywords lose rankings Anchor text manipulation is a significant factor Remove links and wait for algorithm to update 18. Advanced Link Building WorkshopRemoval Process ContactWhois HostingForm 19. Advanced Link Building WorkshopReconsideration Advice Only submit when you have removed 80% of identified links or more Attach Google doc that displays the effort made to clean links up Attach challenging email exchanges Show evidence of contact e.g. email addresses 20. Advanced Link Building WorkshopLink Penalty Recovery 21. Advanced Link Building WorkshopReconsideration Recovery 22. Advanced Link Building Workshop301 Redirect? Will help recover in the short term If links arent removed penalty will pass 3 4 months later May consider 404ing redirecting problem pages away from the domain Always last resort 23. Advanced Link Building WorkshopIs SEO Dead? 24. Advanced Link Building WorkshopCommentSpamArticleContent Marketing SpinningSEOTextStrategyFakeLink Ads Reviews Blog Forum Networks Profiles If this is your strategy, YES! 25. Advanced Link Building WorkshopThe Right Strategy 26. Advanced Link Building WorkshopLocations Optimisation Video OptimisationOutreach Schema Content StrategyBloggingSEOAuthorshipStrategyImage Optimisation Technical SEOSocialGoogle +Editorial Link Building 27. Advanced Link Building WorkshopYour Strategy Has To Change 28. Advanced Link Building Workshop 29. Advanced Link Building WorkshopLink Building Isnt Enough 30. Advanced Link Building WorkshopLink Profile Architecture Building links with editorial value Perform outreach to facilitate content/social strategy Remove poor links Balance anchor text with keyword variation Actively build brand links 31. Advanced Link Building WorkshopNegative SEO? 32. Advanced Link Building WorkshopAdvice From Google They see a slightly different version of webmaster tools Links can take months to be re-crawled and neutralised All requests are manually reviewed Google work on a sample of links (you have to remove from this sample) 33. Advanced Link Building WorkshopGoogle Webmaster Hangoutshttps://sites.google.com/site/webmasterhelpforum/en/office-hours 34. Advanced Link Building WorkshopSummary Remove duplicate/low quality content Remove spam links from your profile Send in reconsideration if you have been negatively affected Adopt an editorial link building strategy with a high editorial threshold Clean up anchor text manipulation and balance profile with brand signals Adopt a more holistic strategy incorporating all search products 35. Advanced Link Building WorkshopCrafting the Perfect Link profile 36. Advanced Link Building WorkshopBrand Anchor Text 37. Advanced Link Building WorkshopVariation 38. Advanced Link Building Workshop 39. Advanced Link Building WorkshopDomain Authority Spread 40. Advanced Link Building WorkshopPaid Links? 41. Advanced Link Building WorkshopNatural Profile 42. Advanced Link Building WorkshopLink strategyThe only way to future-proof your link strategy is to make links a naturalby-product of your normal marketing strategyAs you might expect, this isnt easy. How many links does your marketingstrategy deliver every month at the moment?If you sit back and wait for links to arrive you wont get enough to rank 43. Advanced Link Building WorkshopRelationshipsMost agency/client link building relationships work like this CorporateComms LinkbuildingMedia Public Affairs RelationsAgencyClient PR OnsiteKeyword SEOStrategyOptimisationResearch StrategyInternal Blog OutreachComms Other SEOCrisis Comms Social Media projectsClient does some great stuff over here Agency does some other stuff over there 44. Advanced Link Building WorkshopIt should work something like this MarketingMedia BlogSocialCrisis InternalPublicCorporate CommsSEO RelationsOutreachMediaComms Comms AffairsSEOLinks LinksLinksKeywords Links Links LinksTrainingTechnical ReputationSEOManagementEvery marketing task can be performed by the client or the agency usually an agile agency willfill the gaps where the client doesnt have in-house resource 45. Advanced Link Building WorkshopTweeting 46. Advanced Link Building WorkshopEditorial Discretion I would draw a little bit of daylight between paid directories that exercise no editorial discretion and those like Yahoo, who have ahigh editorial threshold. Matt Cutts - Feb 2012We need to be focusing on building links that very few people can get, links that clearly show editorial discretion has taken place. 47. Advanced Link Building WorkshopDoesnt matter if links are paid, it matters how they appear. 48. Advanced Link Building WorkshopSharing Links Good content always gets more shares than links Social shares should be built at the same time as creating links Links acquired should be shared If a piece of content doesnt warrant a share, it doesnt warrant a link 49. Advanced Link Building WorkshopIts not about quantity. anymore 50. Advanced Link Building WorkshopLink Quantity 51. Advanced Link Building WorkshopLink Building Strategies 52. Advanced Link Building WorkshopOutreach Process CreateBeginNiche MutualOutreachEvaluate Profiling Benefit Campaign 53. Advanced Link Building WorkshopBreaking Down A NicheExample Film and movie bloggers: Film news Independent film Horror Action Film reviews Film makingA single generic approach simply wont cut it across all of these niches, weneed to tailor our outreach to each mini-niche 54. Advanced Link Building WorkshopShared & Linked To ArticlesWhy do we need this?The most important element of the profileIf we know what articles are shared and linked to we can tailor our contentand outreach hooks around thisThere are a few ways this can be done for different budget sizes 55. Advanced Link Building WorkshopOpen Site Explorer 56. Advanced Link Building WorkshopTurn into a table and sort by social metrics or link metrics note down both 57. Advanced Link Building WorkshopSearchMetricsThese are the top, socially visible postsGreat indication as to the content that the niche wants 58. Advanced Link Building WorkshopBuzzStreamStore contacts and send emails through BuzzStream 59. Advanced Link Building WorkshopPossible TemplateHi [name],I hope all is well.I am currently representing [client x] who are [client info].Were actually a big fan of your blog over here, and we saw that [post x] was a real winner for you guys last yearwith almost [x shares] on [SM platform], we liked it so much that we wrote a follow up piece to see if it could getclose to [post x] in terms of popularity on [SM platform], which would give you guys some great exposure inthat platform.Let me know if youd be interested and we can send it over for you to have a read through.Many thanks,Joe Griffiths 60. Advanced Link Building WorkshopA More Generic ApproachHi [First Name],I hope this email finds you well. I came across [primary website] and I really love it!I manage [client xs] blogger relations where were looking to connect with key figures in the [niche] blogosphere, acommunity that is very important to us.So much so that were hosting an exclusive, invite only Google+ Hangout [event description] We would love to extendthis invite to you and ask for you to cover this on [site name] where we will supply you with a video of the Hangoutand ask you to share your experiences with your readers.Please RSVP back to me and I can get you booked in Hope to hear from you soon!Best regards,[Name]Blogger relations 61. Advanced Link Building WorkshopPress Release Strategies 62. Advanced Link Building WorkshopPress Release Results 63. Advanced Link Building WorkshopAre they worth it? Use as part of a brand anchor text strategy Push out in line with other outreach activity Only publish content that is genuinely news worthy There are better ways to spend cash (consider cision point) 64. Advanced Link Building WorkshopLink Wheel With a TwistGuest post Guest Guest Post post Authority Publisher Target Website Guest Guest PostPost 65. Advanced Link Building WorkshopAdvertorials 66. Advanced Link Building WorkshopNewspapers Penalised?http://www.mattcutts.com/blog/why-did-my-pagerank-go-down/#comments If below a PR the site is likely penalised Check quality of sponsored/advertorial type content Ensure your content is high quality and links naturally 67. Advanced Link Building WorkshopInfogr.amCreate an Infographic in minutesYou could offer to visualise posts that were popularin the niche by using the social data from the profilesIf that doesnt work data is also freely available atlots of governmental websitesKeep links natural/brand 68. Advanced Link Building WorkshopLeveraging Links Interviews Images Translation Commentary Giveaways Flattery Sharing 69. Advanced Link Building WorkshopExamples Bingo Mummy Blogger Awards Trailers from Cinema Chain Expert opinion financial spread betting Data trends from diamond retailer Backup Plugin for Wordpress 70. Advanced Link Building WorkshopLow Budget SEO Have to move away from focussing on quantity Bi monthly outreach / link building (you dont have to do it all in 1 month) Make use of white hat networks 71. Advanced Link Building WorkshopGuest Post Friendly?Have guest posts been posted previously? If no, it indicates they arent open to receivingarticles and a different approach (or awesome outreach) is needed 72. Advanced Link Building WorkshopWrite for us + 73. Advanced Link Building WorkshopAuthority PublisherBrainstorm Publish onSeed out toMonitor Get Buy InIdeas Authority SiteBloggersAlerts/Links 74. Advanced Link Building WorkshopOur news strategyBase content around currenteventsComment and react to industrychanges and newsIncorporate your socialactivities into you content 75. Advanced Link Building WorkshopRecommended Tools 76. Advanced Link Building WorkshopSummary Bad links have to be removed A natural link profile should be crafted Link building should be a bi-product of wider marketing activity Links acquired should have editorial value Find something to leverage Low budget white hat SEO is possible Invest in the right tools 77. Advanced Link Building WorkshopQuestions?Tim.grice@branded3.comhttp://www.branded3.com/http://www.seowizz.net/@tim_grice