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@lorenbaker
Link Building in 2016 and What To Focus on in 2017
Loren Baker, Founder of SEJ
#SEJThinkTank
15 Years of SEO, Social Strategy, Media Buying (and Selling), WordPress & Content / Marketing Publishing Experience.
• Foundation Digital• Search Engine Journal• Client Focus on Integrated Content Solutions for
Cross Channel Growth@lorenbaker
Link Acquisition That WorksWays to build high quality links & relationships that will pay off in 2017.
• Quality Outreach• Podcast Touring• Proprietary Data – Be The Source!• Synching with PR• Link Repo (or Reclamation) • Link Gratitude• Hit the List (Email) #sejthinktank @lorenbaker
Advanced Link RetentionMaking sure you maintain the value of those links.
• Building a Link Plan / Documentation• Eliminating Redirects• Post URL or https:// Migration Reclamation• Cross Domain Canonical Syndication• Content Which Grows Its Own Links
#sejthinktank @lorenbaker
Poll 1What Type of Link Builder Are You?1. I'm at an Agency and Need to
Build Links2. I'm an In-House SEO Who Builds
Links3. I'm at a Link Building Agency4. I have ZERO experience in Link
Building and need help.
@lorenbaker
Social Proof – Fan Art
@lorenbaker
Social Proof – Fan Art
Now, Promote Your Content to People Who Link
#sejthinktank @lorenbaker
#sejthinktank @lorenbaker
Dump Export Into Majestic
#sejthinktank @lorenbaker
@lorenbaker
Competitive Intel – Co Citation Links
Don’t Forget to Promote to Low Hanging Fruit
Sites where other blogs and resources find content.
• InfographicJournal.com - Blog that publishes the best infographics daily. Gets
own traffic and direct links, posts do go viral.
• DesignTAXI - Design site that highlights best design stories and pieces of content
online. Very infographic friendly and bloggers will embed and share from
DesignTAXI.
#sejthinktank @lorenbaker
People Really Pick This Stuff Up!
#sejthinktank @lorenbaker
Podcast Tours & Shownotes
#sejthinktank @lorenbaker
Podcast Tours
#sejthinktank @lorenbaker
Podcast Tours
#sejthinktank @lorenbaker
Podcast Tours• Research Podcasts which have their
own websites• Do their shownotes link? Great!
They can be your top targets.• It’s great marketing at the end of the
day.• Just like any PR initiative, you may
need an angle (book, launch, case study …etc.)
#sejthinktank @lorenbaker
Poll 2 - What type of linking have you done the most in 2016?1. Content Marketing & Outreach2. Working with PR Team for
Links3. Guest Blogging or Article
Linking4. Emailing and Asking for Links
Work Together With PR On Campaigns
#sejthinktank @lorenbaker
Work Together With PR On Campaigns
#sejthinktank @lorenbaker
@lorenbaker
Work Together With PR On Campaigns
@lorenbaker
PR Campaigns• Coordinate well ahead of time• Integrate survey or consumer data
into content piece• Divide & Conquer -> Split outreach
responsibilities so you don’t step on each others’ toes
• Always target Radio Stations -> They love quirky content and need it. Great link value.
• You WILL need to follow up with Link Repo (Reclamation)
@lorenbaker
Use Proprietary Data – Be The Source
Use Proprietary Data – Be The Source
#sejthinktank @lorenbaker
Use Proprietary Data – Be The Source
#sejthinktank @lorenbaker
Use Proprietary Data – Be The Source
One year old content campaign still getting high value links.
#sejthinktank @lorenbaker
Email Lists Can Be Your Best Friend
#sejthinktank @lorenbaker
Email Lists Can Be Your Best Friend• Coordinate well ahead of time• Schedule a Solo Drop if You Can
(Along with Other Drops)• Your Email List is the Most Targeted
Traffic You Have (but make sure your content is relevant)
• You DO Have Publishers & Influencers on Your List
• Who Knows? That Traffic May Convert Into Sales!
#sejthinktank @lorenbaker
Help The Sites Which Link to You• Help with their SEO• Run a Quick Audit • Send a Thank You Message• Follow Up, Read Their Stories and
Comment• Acquire links to high quality sites
which cover your client • Getting the Link is the first step in
the relationship
#sejthinktank @lorenbaker
Active Link Retention • Monitor Links You’ve Acquired (Have
they disappeared?)• Raven Tools & Majestic Are Both
Great for this• Keep a Shared Spreadsheet of all
placements and influencer contact info.
#sejthinktank @lorenbaker
Active Link Retention• URL Structure Changes – Real
Links > 301 Redirects• Take Lead Role in Site
Migrations• Not just a PageRank thang,
also a site performance thing• Identify and fix Legacy Issues,
Majestic Pages is a great way to time travel.
#sejthinktank @lorenbaker
Link Repo – Monitoring Mentions
#sejthinktank @lorenbaker
Link Repo – Monitoring Mentions• They have already written
about you.• This is where the relationship
begins :)• Start with a “Thank You”• Possibly add some other
resources they have mentioned but not linked to
• Make sure you RT, Like, Share the post first :)
#sejthinktank @lorenbaker
Cross Domain Canonical• Content Syndication is Fine w/
Canonicals• Site 1 Distributes Content to
Site 2• Canonical from Site 2 to Site 1• Site 1 Absorbs Link & Social
Equity from Post on Site 2• In a World Where People
Need Content for Social, Email, Traffic -> This WORKS!
#sejthinktank @lorenbaker
Loren BakerFounder, Search Engine Journal
@lorenbaker
#sejthinktank @lorenbaker