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ADVANCED ,[object Object],LINK BUILDING STRATEGIES,[object Object],FOR AFFILIATE SITES,[object Object],Patrick Altoft,[object Object],Director of Search, Branded3,[object Object]
Affiliates & SEO,[object Object],Big advantage because sites can easily be edited & optimised compared to big organisations,[object Object],Big disadvantage because affiliates struggle to get natural links unless they are brands,[object Object],An SEO savvy affiliate can always get rankings if they have the right strategy & can think big,[object Object]
Search Engine Optimisation,[object Object],Most people think SEO is about,[object Object],Keywords ,[object Object],Page titles  ,[object Object],Meta tags,[object Object],Site structure,[object Object],On-site optimisation is enough to rank for very uncompetitive keywords,[object Object],When all your competitors sites are well optimised who gets to be number 1?,[object Object]
Links are the most important ranking factor,[object Object],Links are what Google uses to differentiate between similar websites,[object Object]
Links and PageRank,[object Object],This isn’t new......,[object Object],Since 1998 links have formed the basis of the Google algorithm,[object Object],PageRank is a probability distribution used to represent the likelihood that a person randomly clicking on links will arrive at any particular page.,[object Object],The pages that have the most incoming links are deemed more important.,[object Object]
PageRank≠ rankings,[object Object],PageRank is quite inaccurate – a higher PR does not necessarily mean higher rankings,[object Object]
Research & Analysis Toolset,[object Object],Yahoo Site Explorer for quick checks,[object Object],OpenSiteExplorer.org (from SEOmoz),[object Object],MajesticSEO.com,[object Object],Advanced knowledge of Microsoft Excel,[object Object],Wordle.net,[object Object]
Majestic SEO,[object Object]
Competitor analysis,[object Object],Identify 20 target keywords,[object Object],Record domains ranking in top 20 search results for each keyword,[object Object],Remove duplicate sites,[object Object]
Competitor analysis,[object Object],Export all links to Excel,[object Object]
Competitor analysis,[object Object],Repeat for all competitors to create one giant Excel document,[object Object],Remove duplicate linking domains,[object Object],Sort by Domain Authority or Page Authority,[object Object]
Competitor analysis,[object Object],Use filters to find valuable links,[object Object],URL contains .ac.uk , .edu , .gov , .nhs,[object Object],Anchor text contains target keyword,[object Object]
Visualising your link profile,[object Object]
Case study – “mobile phones”,[object Object],Competitive keyword,[object Object],Good mixture of brands & affiliate sites,[object Object],Sites have lots of links,[object Object]
Anchor text visualisation,[object Object],Wordle.net,[object Object]
mobilejazz.co.uk,[object Object]
T Mobile,[object Object]
Bestcontractmobilephone.co.uk,[object Object]
Phones 4U,[object Object]
Onestopphoneshop.co.uk,[object Object]
Dial-a-Phone,[object Object]
O2,[object Object]
Mobiles.co.uk,[object Object]
Carphone Warehouse,[object Object]
Carphone Warehouse,[object Object],Pivot table,[object Object],Find top 10 anchor texts by count,[object Object]
Brand link authority,[object Object]
Link authority,[object Object]
Carphone Warehouse Link Profile,[object Object]
Unnatural Link Profile,[object Object]
Unnatural Link Profile,[object Object]
Brand Links,[object Object]
Keyword links,[object Object]
Is this a fluke?,[object Object]
The importance of brand links,[object Object],We tested 30 highly commercial UK keywords,[object Object],Every single keyword followed the same pattern: sites with large brand link authority rank higher,[object Object],Non-brands are using branded anchor text links to make Google believe they are brands,[object Object]
What about anchor text & paid links?,[object Object],Most people think that paid or unnatural links are devalued based on the site that they are placed on,[object Object],For example if the site is openly selling links and putting groups of paid links in sidebars or footers...,[object Object]
Naturalness,[object Object],What we found is that Google appears to be doing the opposite,[object Object],They are devaluing links based on the “naturalness” of a sites link profile,[object Object],Sites with very natural link profiles can use obvious spammy or paid links with immediate positive results,[object Object],The same links pointed to a site with lesser brand authority are devalued and have no effect,[object Object],Very obvious if you do reputation management,[object Object]
Implications,[object Object],To succeed in Google a site needs to have a high amount of “natural” links with more brand authority than competitors,[object Object],If you don’t have this authority already you need to create it,[object Object],Once you have brand authority you only need a very small number of anchor text links to rank,[object Object]
Good news,[object Object],It’s a lot easier to get brand anchor text than keyword anchor text in links,[object Object],Very few people know about this so you can get a head start on your competitors,[object Object]
Easy 4 step strategy,[object Object],Analyse industry & find out how much brand authority the leading sites have,[object Object],Find out how much keyword anchor text link authority they have,[object Object],Analyse your link profile and build up your brand authority so it’s higher than  your competitors,[object Object],Then build your keyword authority until you hit the top,[object Object]
Content syndication,[object Object],When looking for brand anchor text this is highly effective,[object Object],MarketWire,[object Object],PRweb,[object Object],PR News Wire,[object Object],Etc,[object Object],Article syndication systems,[object Object],Blog networks that syndicate content,[object Object],Guest posts,[object Object]
Replicating competitor links,[object Object],Think about why each link was given,[object Object],Is it a paid link?,[object Object],Did the company attend a trade show or event?,[object Object],Is it from one of their business partners?,[object Object],What are your chances of getting the link?,[object Object]
Link QA process,[object Object],Some links are better than others,[object Object],If we’re paying for a link is it worth the money?,[object Object]
Link QA,[object Object]
Exchange links,[object Object],This still works very well,[object Object],Try not to use links pages,[object Object],Set up partnerships with bloggers where you link to them and they link to you once a week,[object Object],Do this with 10 people and you get 520 links per year,[object Object]
Making contact,[object Object],Speak to people over the phone,[object Object],Send personal emails, one by one, to people who run relevant websites,[object Object],Make sure it doesn’t start with “Dear Webmaster”,[object Object],Ask about advertising,[object Object],Ask bloggers if they accept guest posts,[object Object],Every time you get a link ask the site owner if they have any more sites,[object Object]
Design,[object Object],Invest in stunning design,[object Object],Design makes a site more linkable,[object Object],Improving linkability dramatically increases the efficiency of your campaign,[object Object],Allows the site to be featured in CSS galleries,[object Object]
Content,[object Object],People don’t generally link to commercial content,[object Object],Informational content attracts lots of free links,[object Object],Think about added value,[object Object],Guides,[object Object],Reviews,[object Object],Blog,[object Object],News,[object Object],Photos,[object Object],Good content improves linkability,[object Object]
Paying for links,[object Object],Google is against buying & selling links,[object Object],Any links that appear to be paid are likely to be devalued unless you have brand authority ,[object Object],This is risky & delivers low ROI,[object Object],If you choose to buy links sure they appear 100% natural,[object Object],Be wary about using high profile link sellers......,[object Object],Always try to get permanent links,[object Object]
Don’t become a headline,[object Object],Buying links is a risk, do it right or don’t do it at all,[object Object]
Infographics,[object Object]
Graphs,[object Object]
Tips for linkbait,[object Object],Make friends with all the bloggers in your industry,[object Object],When you have a good article email each one of them individually,[object Object],Highly effective,[object Object]
Tools for link building,[object Object]
Tools for link building,[object Object]
Some final points,[object Object],Link-building is a very difficult task,[object Object],Results can take a long time to deliver,[object Object],Analyse the industry and your link profile to understand what type of links you need,[object Object],Don’t rely on natural link-building in the hope that you will get to the top eventually - you won’t,[object Object],Don’t assume that your big brand competitors who are using paid links will be penalised – they won’t,[object Object]
Learning more,[object Object],Read Blogstorm.co.uk - UK’s largest blog about SEO with over 10,000 daily readers,[object Object],Email patrick@branded3.com for free SEO advice ,[object Object],Visit our website at Branded3.com,[object Object]

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