How to Structure a Link Building Campaign presented by Chris Butterworth at SMX Sydney 2013.

1. 1

2. Get Social
Twitter: @cbutterworth_
Dejanseo.com.au/chris-butterworth

3. Why Bother?
Links are votes
Links suggest meaning
Links send traffic
3

4. 4
How Links Work
●
PR of the linking page
●
Anchor text
●
Keyword proximity
●
Context of the the link
(Topic of the content)
●
PR of the linking page
●
Anchor text
●
Keyword proximity
●
Context of the the link
(Topic of the content)

5. 5
QUALITY NOT QUANTITY!

6. The Structure
1.Managing Risks
2.Instant Wins
3.Quick Wins
4.Long Term
5.The Bigger Picture
6.Awesome Tools

7. Dangerous Stuff
●
Paid Links
●
Aggressive Anchor Text
●
Hidden Links
●
Widgets/Templates
●
Hacked Sites
●
Schemes
●
Networks
Pro Tip: Read Webmaster Guidelines
#1
Managing Risk

8. Beware Penguins
Source: http://algoroo.com/
#1
Managing Risk

9. Beware Penguins
SERP Visibility: HOME24.DE
#1
Managing Risk

10. Instant Wins
● Changed URLs
●
Webmaster Tools >
404 Links > Linked
From
● Join Google Plus
● Legitimate Directories
#2
Instant Wins

11. 11
Legitimate Directories
CAUTION!!!
●
Don't use target anchor
text
●
Don't pay for inclusion
●
Use only selective
directories
●
http://www.truelocal.com.au/
●
http://www.bloo.com.au/
●
http://www.hotfrog.com.au/
●
http://www.comeonaussie.com/
●
http://www.locanto.com.au/
●
http://www.raveaboutit.com.au/
●
http://www.yourtradedirectory.com.au/
#2
Instant Wins

12. 12
Competitor Research
#3
Quick Wins
Majestic SEO Open Site Explorer

13. 13
Obvious Opportunities
● Relationships
●
Suppliers
●
Distributors
●
Industry Bodies
●
Community Groups
●
Speaking & Expos
●
Sponsorship
#3
Quick Wins

15. 15
Link Consolidation
● Reverse Image Search
●
Logo
●
Images
●
Infographics
● Brand Mentions
● Google Alerts
#3
Quick Wins

16. 16
Helping Webmasters
●
Help Webmasters
●
Fix Hacked Sites
●
Broken Link building
– Xenu Link Sleuth
– 80 Legs
●
Content for Outreach
– Education
– Environmental
– Saftey
#4
On Going

17. 17
●
Find relevant blogs
●
Followerwonk
●
Guest post query generator
●
Advanced Search Operators
●
Contact
●
Social media
●
Phone
●
Caution!!!
Guest Blogging
#4
On Going

18. 18
Simple Link Bait
●
Curate information or tools
●
Interview interesting people
●
Be the first to report on industry news
●
Organise an event & provide information
●
How to guides and tutorials
#4
On Going

19. #4
On Going
Linking Domains: 274

20. 20
Advanced Link Bait
●
Fake Products
●
Making Use of Existing Data
●
Ego Bait
●
Awards
●
Feature targets in content
#4
On Going

21. Link Bait - Products
#4
On Going
Links: 3188 Facebook Likes: 18,000 PR 5

22. Link Bait - Data
#4
On Going

23. Public Relations
●
PR – Find Opportunities
●
Source Bottle
●
Help A Reporter Out
●
Expert Guide
●
Journoz
#5
Bigger Picture

24. Public Relations
#5
Bigger Picture

25. Branding – Don't Be Ugly
#5
Bigger Picture

26. Content & Link Building
Why Is Content Important?
●
Long tail traffic
●
Brand awareness & strength
●
Something to leverage on social
media
●
Good content naturally attracts
links
#5
Bigger Picture

27. Think Beyond SEO
●
It's more than just links & Rankings
●
Working with people
●
Links drive traffic
●
Good Business is Good for SEO
●
You Can't Fool Google Forever

28. 28
Tools & Info
Crawling Tools
●
Xenu Link Sleuth
●
Screaming Frog
Link Research Tools
●
Open Site Explorer
●
Majestic SEO
●
Fresh Link Finder
Misc Tools
●
SEO Bookmarklets
●
Big list of Link Building Tactics
●
Noindex/Nofollow Extensions
Monitoring Tools
●
Webmaster Tools
●
Google Analytics
●
Bing Webmaster Tools
Link Opportunities Tools
●
Guest Post Query Generator
●
Reverse Image Search
●
Advanced Search Operators
●
Google Alerts