link building in a post-penguin world
Post on 17-Oct-2014
18.978 views
DESCRIPTION
My presentation from SES London - what does a link building strategy look like in 2013?TRANSCRIPT
![Page 1: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/1.jpg)
![Page 2: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/2.jpg)
![Page 3: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/3.jpg)
![Page 4: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/4.jpg)
Links were naturally earned & humanly curated
![Page 5: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/5.jpg)
Then this came along…
![Page 6: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/6.jpg)
Also known as…
![Page 7: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/7.jpg)
Quickly followed by this....
![Page 8: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/8.jpg)
And eventually this!
![Page 9: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/9.jpg)
Which caused a few headaches…
![Page 10: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/10.jpg)
Started a few long-overdue clean-ups!
![Page 11: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/11.jpg)
And launched lots of different theories...
![Page 12: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/12.jpg)
![Page 13: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/13.jpg)
The Google Gap is closing
Image source: http://www.searchcowboys.com/
![Page 14: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/14.jpg)
Essentially Penguin is the ‘cousin’ of Panda…
Panda identifies thin/weak content and penalises you for publishing it
Penguin penalises you for thin/weak content which links to you
![Page 15: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/15.jpg)
Phase 1: Demote sites with more content ranking than their reputation has earned
http://uk.blueglass.com/blog/content-auditing/
![Page 16: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/16.jpg)
Pages that have no activity/links/comments/shares are there to manipulate Google’s algorithm
![Page 17: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/17.jpg)
Phase 2: Anchor Text Over-Optimisation Penalities
www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/
![Page 18: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/18.jpg)
![Page 19: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/19.jpg)
Google in 2013 has more data/signals than ever(and they’re using them...)
![Page 20: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/20.jpg)
Google Chrome is #1 Browser in the World
http://mashable.com/2012/05/21/chrome-is-tops/
![Page 21: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/21.jpg)
Google Analytics Has Dominant Market Share
http://w3techs.com/technologies/overview/traffic_analysis/all
![Page 22: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/22.jpg)
Google Reader + FeedBurner = blog data
![Page 23: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/23.jpg)
Google+ is verification network for authors
![Page 24: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/24.jpg)
This means Google essentially knows where, why, who & when content is searched for
![Page 25: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/25.jpg)
![Page 26: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/26.jpg)
WHO links to you could be more important than WHERE it’s from
http://www.recommendedusers.com/authors-writers/
![Page 27: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/27.jpg)
But don’t give up on links just yet!
![Page 28: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/28.jpg)
![Page 29: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/29.jpg)
1) Re-think your metrics of site quality1. Traffic2. RSS Subscribers3. Bounce Rate4. Average no of links per post5. Average no of social shares/comments6. What Would Matt Cutts Do?
![Page 30: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/30.jpg)
2) Analyse if/when you’ve been hit
http://www.panguintool.com/
![Page 31: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/31.jpg)
3) Download all of your links
![Page 32: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/32.jpg)
4) Analyse your anchor text distribution %
![Page 33: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/33.jpg)
5) Analyse link volume vs. referring traffic
![Page 34: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/34.jpg)
6) Analyse topical relevancy of links
![Page 35: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/35.jpg)
7) Compare it against your competitors!
![Page 36: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/36.jpg)
8) Find out what a #1 site profile looks like in your industry & replicate it
Source: www.linkdetective.com
![Page 37: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/37.jpg)
9) Consider removing/disavowing links which don’t match your target profile
![Page 38: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/38.jpg)
10) Create a scalable content strategy to focus on quality production & outreach
Content types include:– Infographics– Infograms– In-Depth Articles/Blog Posts– Videos– Kinetic Typography– Interactive Infographics– HTML5 content – Quizzes– Microsites/Communities– Events
![Page 39: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/39.jpg)
11) Focus on audience & topical relevancy to build a natural & defensible profile
![Page 40: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/40.jpg)
![Page 41: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/41.jpg)
![Page 42: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/42.jpg)
![Page 43: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/43.jpg)
![Page 44: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/44.jpg)
![Page 45: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/45.jpg)
![Page 46: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/46.jpg)
![Page 47: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/47.jpg)
![Page 48: Link Building in a Post-Penguin World](https://reader033.vdocument.in/reader033/viewer/2022051608/544163daafaf9f52208b46fc/html5/thumbnails/48.jpg)