If you want to learn more about #Linkbuilding in #SEO this presentation is a good start. I tell you more about internal links, link detoxing, link earning, reputation and much more.

1. LINKBUILDING & SEO
9/16/2016

2. 1. What is Linkbuilding?
2. Linkbuilding vs. Linkearning
3. Internal Linkbuilding
4. Analyzing existing backlinks
5. Detoxing
Content

3. What is Linkbuilding?
“For search engines that crawl the vast metropolis of the web, links are the streets
between pages. Using sophisticated link analysis, the engines can discover how pages
are related to each other and in what ways.”

4. » Linkbuilding is…
• Linking between different URLs
• From an SEO perspective is a link a valuable recommendation
» Goals of Linkbuilding
• Improving the reputation (e.g. branding)
• Extending coverage (traffic)
• Improve the organic ranking
What is Linkbuilding?

5. Google Quality Guidelines: https://support.google.com/webmasters/topic/6002025
» How to define the quality of external links
• Voluntary links (a genuine recommendation)
• Links that do drive organic traffic
• Links from websites with a good reputation
that do respect the current Googe Quality Guidelines
What is Linkbuilding?

6. » Example for natural Linkbuilding
• Editorial
Headline, summary, integration of other media, clear structure
• Backlinks
Link with brand keywords to page
• More links
Links to other relevant topics on
other sites
• Easy sharing
To increase coverage (Social Media)
What is Linkbuilding?

7. » Different Linkbuilding Concepts
• Buying links
Buying links does not help with
improving reputation or ranking.
The risk of getting kicked out of
the Google index is really high.
Still agencies do offer that service.
• Active Linkbuilding
Lots of work and not really worth
the time. It means posting links in
news groups, articles, comments.
What is Linkbuilding?
Linkbuilding
Concepts
Buying Links
Active
Linkbuilding
Linkearning
Internal
Linkbuilding
• Linkearning
The hardest way – only works with
publishing good and interesting
content on your site and
supporting that action with distinct
marketing activies.
• Internal Linkbuilding
Most disregarded activity with lot’s
of potential. Creating keyword
clusters and matching existing
content on your site for crosslinks.

8. How to Define the Quality of
External Links?
"In general, webmasters can improve the rank of their sites by increasing the number of
high-quality sites that link to their pages."

9. » Is the link voluntary?
» Is the link a true recommendation?
» Links that drive traffic to your site
» Links from websites with a high reputation
» Are Googles Quality Guidelines kept in mind?
Quality of external links
Common SEO KPIs

10. Linkbuilding vs. Linkearning
“It’s all about quality!”

11. Linkbuilding
» Approach
Publishing of articles
Placing links in communities
Built satellite pages
» Advantages
Easy, fast and affordable
» Disadvantages
No guarantee for success
Small impact on SEO
Research has to be done
Linkearning
» Approach
Creating interesting, good content with
high quality and a certain interest in
target group
» Advantages
Sustainable, effective, strong
Huge impact on SEO and other channels
» Disadvantages
Expensive and takes time
Extended research
Linkbuilding vs. Linkearning

12. Internal Linkbuilding
“An internal link connects one page of a website to a different page on the same
website. In an internal link, the source domain and target domain are the same.”

13. The theory behind internal linkbuilding
Most of the “solid information” and “powerful strategies” on internal linking are little more
than sophisticated-sounding prognostication. Internal linking strengthens the overall
search-optimized value of a website. Inner linking does so by providing clear paths for
spiders, prolonged sessions for users, and a tight-knit network of pages and posts.
Internal Linkbuilding

14. 7 Commandments for internal Linkbuilding
1. Build lots of content
The more content you’ve got on your site, the easier it will be to create an internal
Linkbuilding concept.
2. Always use anchor texts
Write your alt tags like if you had to describe them to someone who is blind...
3. Link deep
Two common mistakes are: linking back to the homepage (there are way to many
links to that already, believe me) and links to the contact page. Use the last one ony
when really, I mean REALLY, necessary.
Internal Linkbuilding

15. 4. Only use natural links that are good for the reader
Only link to content on your site, if it’s actually helping the reader.
5. Only link to relevant pages
This one’s similar to the above. Only link to relevant content on your site.
6. Use only follow links
Do follow links are best for internal links while you should mark your external links
with a “nofollow” tag
7. Don’t overuse internal links
Limit the links on one page to a number of 2 – 4 if the content is long enough.
Internal Linkbuilding

16. Analyzing existing backlinks
“The more backlinks a website has and the better those links are they are, the further up
it will appear in the search results. An example of strong backlinks would be links from
topically relevant websites.”

17. Source: Google Search Console
Analyzing existing backlinks

18. Detoxing
“If Google has penalized your site, you are losing traffic and money”

19. Google Disavow Tool: https://www.google.com/webmasters/tools/disavow-links
What is link detoxing?
When you are considering to detox your links but haven’t been penalized by Google yet,
it’s called link risk management. If you’ve already been penalized you will have to care
about detoxing as soon and as fast as possible.
The first step is always to check all of your backlinks to find out if some or many of them
are dangerous for your reputation, if some of them are unnatural.
To disavow these links you have to create and upload a file to Google to make sure that
they know about your changes.
“Incoming links can affect Google’s opinion of a page or site. We recommend that
you remove as many spammy or low-quality links from the web as possible.”
Detoxing

20. Thanks

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