key linkbuilding strategies patrick altoft 2012
DESCRIPTION
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.TRANSCRIPT
KEY LINKBUILDINGSTRATEGIESPatrick AltoftDirector of Search
Links Are Important
Link Analysis• Very important to carry out link analysis for
your site and your competitors before you start to build links
• Every site needs different links and you don’t know what links you need until you have carried out the analysis
• We offer free link analysis & link strategy suggestions to anybody who emails us
Competition Link Profile AnalysisClient Anchor Text Distri-
bution
BrandBrand + KeywordKeywordNoise
Competitor 1 Anchor Text Distribution
BrandBrand + KeywordKeywordNoiseCompetitor 2 Anchor Text
Distribution
BrandBrand + KeywordKeywordNoise
Competitor AnalysisCompetitor 1 Anchor Text Vari-
ations voucher codes
voucher codes UK
discount codes
Net Voucher Codes
promotional codes
netvouchercodes.co.uk
free voucher codes
park resorts discount codes
discount voucher codes
Expedia Voucher Codes
Hotels.com Discount Code
thomson voucher codes
Thomson Holidays Discount Codes
Competitor 2 Anchor Text Variation
vouchercodes.co.ukVoucher Codeswww.vouchercodes.co.ukVoucherCodes(img alt) [No Anchor Text]http://www.Voucher-Codes.co.uk(img alt) (img) [No Anchor Text][No Anchor Text](img alt) 215x224 Fash-ion 100 Banner
Domain Authority
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 970
50
100
150
200
250
Linking Domain Authority
NVCVouchercodesMyVoucherCodes
Different Types Of Links
Link Type
s
Linkbait
Paid Links
Guest Content
Syndication
Exchanging Links
Social Links
Giveaways
Prospect List• The easiest links to get are from people you
already knowo Customerso Supplierso Friendso Bloggers
• Email everybody you know asking whether you can contribute some content to their site in return for a link
Outreach• Once you have emailed your initial list you
need to broaden your reach• Find blogs in your sector, make friends with
the editors• List sites and email lots of people offering
content or other incentiveso Pay for links (carefully)o Give products away for reviews, competitions
Linkbait• Linkbait is the art of creating a piece of
content to place on your website with the aim of attracting links
• It’s pretty hard to do and should only be done after you have explored other easier options
• Sites are reluctant to link to commercial sites which reduces the impact of your linkbait
• Links usually point to the linkbait page rather than your commercial page
• Hard to control anchor text
Linkbait Is Not About Social Shares
Linkbait Has to Get Links
Link Penalties• Bad links can hurt sites and the only way you
can recover is to remove the links and submit a re-inclusion request
• The biggest risk is if you acquire links through a link network
• If you outsource to an agency they should send you a link report every month – you need to look through this and see if you think the links are on good sites
• If the links look bad they probably are
Don’t get links from these people
Or these……
Example Strategy – Travel Site, Cumbria• We shortlisted all tourist attractions & asked
for links on their “How to find us” or “Where to stay” pages
• We wrote about things to do in Cumbria and mentioned the best tourist attractions in return
• Published travel guides to Cumbria on lots of travel blogs
• Arranged for sites about mountain biking, walking etc to add links to local accommodation for each ride/walk
Example Strategy – Gadget Retailer• Made friends with 100+ blogs and give away
products to review• Arranged a scheme with bloggers where they
link to our clients product page when they write about a new product
• Allow bloggers to use high quality images as long as they add a link back to the source
Example Strategy – Financial Site• Publish regular press releases commenting on
stories in the press and releasing statistics on financial issues and products
• Our in-house journalists cover the story on lots of relevant blogs
Example Strategy – High Street chain• High Street chains offer a unique local
opportunity• We spoke to local newspapers across the UK
and published dozens of interesting stories about their specific local business
• For example a newspaper in Manchester could talk about how the Manchester branch of a particular department store was running a promotion on a certain product & link to the ecommerce page
Example Strategy – Flight Comparison Site• Targeted tourist attractions with “how to find
us” pages and placed links to the “flights to xxx” page
• Published travel guides on blogs for each major city in the UK with an airport
• Arranged for 100 tech blogs to review iPhone and Android apps
Example Strategy – Bingo Site• Targeted mummy blogs with infographics• Arranged articles in local newspapers
focussing on local bingo trends