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Preparing Link Building Campaigns forCompetitive Markets<br />Jane Copland | Ayima Search Marketing| a4uexpo Europe, Munic...
About this Session      <br />I’m Jane Copland<br />I work at Ayima, an Internet marketing agency in London that specialis...
Five Most Common Link Building Mistakes<br />This morning, I’ll cover the following…<br />Building links too quickly<br />...
More pre-link building research<br />I will also cover…<br />Researching a site’s existing backlinks<br />What to do if a ...
Building Links Too Quickly<br />How do you get Google tocredit your site with the benefitof all these new links but notnot...
Building too many competitivedeep links<br />It’s usually unnatural if too many competitive links point to internal pages ...
Creating an Over-OptimisedBacklink Profile<br />This is not the backlink profilefor creditcard.com.<br />The first “brand ...
Do this instead…<br />This is the backlink profile of egg.com. Egg.com is the highest ranking root domain (not domain.com/...
Creating a diverse backlink profile<br />“Diversity” covers a range of different things…<br />People tend to look at this ...
Use multiple methods of link building<br />Relying on only one method can severely limit your success<br />The most succes...
Who created Google?<br />Who works at Google?<br />(Actually, they probably don’t. But let’s pretend)<br />So who does Goo...
Link building differs depending on the domain<br />How you build links and what type of links they are depends on what has...
Oh, crap.<br />The person responsible for building links to the site before you was an idiot. Some ofthese are yours<br />...
How much can you rely ona site’s old links?<br />Google wants to be able to “reset the clock” for a domain when it sees th...
If you haven’t been doing so already…<br />Please start asking questions!<br />No hands up:This makes me sad<br />Please l...
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Jane Copland - Link Building for highly competitive markets

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Europe 2010

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Jane Copland - Link Building for highly competitive markets

  1. 1. Preparing Link Building Campaigns forCompetitive Markets<br />Jane Copland | Ayima Search Marketing| a4uexpo Europe, Munich, May 2010<br />
  2. 2. About this Session <br />I’m Jane Copland<br />I work at Ayima, an Internet marketing agency in London that specialises in organic SEO<br /> Prior to that, I worked at SEOmoz in the <br />United States.<br />This session is about planning link building campaigns<br />Q&A starts now<br />This shouldn’t be me standing lecturing for an hour!<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  3. 3. Five Most Common Link Building Mistakes<br />This morning, I’ll cover the following…<br />Building links too quickly<br />Building too many links to competitive internal pages<br />Creating an over-optimised backlink profile<br />Not creating a diverse backlink profile<br />Focusing entirely on one method of link building<br />Not thinking of Google as if it were human<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  4. 4. More pre-link building research<br />I will also cover…<br />Researching a site’s existing backlinks<br />What to do if a site’s previous owners were spammers<br />How much can you rely on a site’s old links?<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  5. 5. Building Links Too Quickly<br />How do you get Google tocredit your site with the benefitof all these new links but notnotice the unnatural rate of growth?<br />If this sort of growth did happennaturally, you don’t need to worry inmost circumstances.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  6. 6. Building too many competitivedeep links<br />It’s usually unnatural if too many competitive links point to internal pages and not enough point to the home page / root of the domain.<br />There are notable exceptions, but most commercial sites aren’t an exception.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  7. 7. Creating an Over-OptimisedBacklink Profile<br />This is not the backlink profilefor creditcard.com.<br />The first “brand mention” is the34th most popular anchor text.<br />Smaller sites usually make this mistake far more often than bigger brands.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />Source: SEOmoz Linkscape<br />
  8. 8. Do this instead…<br />This is the backlink profile of egg.com. Egg.com is the highest ranking root domain (not domain.com/file.html) for [credit cards] in the UK.<br />The best part is, this is easier to create! Why? Because it’s what happens “naturally”.<br />Source: SEOmoz Linkscape<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  9. 9. Creating a diverse backlink profile<br />“Diversity” covers a range of different things…<br />People tend to look at this column<br />Google tends to look at this column<br />Site-wide links have their place, but you can’t rely on them for link building<br />Google also notices when a large number of you links come from sites hosted on the same server as your site.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  10. 10. Use multiple methods of link building<br />Relying on only one method can severely limit your success<br />The most successful link building campaigns make use of every avenue available to them.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  11. 11. Who created Google?<br />Who works at Google?<br />(Actually, they probably don’t. But let’s pretend)<br />So who does Google think like?<br />It thinks like a person. What you can’t fool a person with, you may not be able to fool Google with.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  12. 12. Link building differs depending on the domain<br />How you build links and what type of links they are depends on what has been done tothe domain in the past.<br />Backlink analysis is vital BEFORElink building commences .<br />As with types of link building, use all the options and resources available for backlink analysis.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  13. 13. Oh, crap.<br />The person responsible for building links to the site before you was an idiot. Some ofthese are yours<br />Or maybe a competitor bought loads of awful links for your site?<br /> Ask for removal! Although some people will ask for money to do this.<br />Getting nowhere? You may find that Google has already discounted the links.<br />Find yourself penalised / not ranking as well as you should and think it’s these links’fault? File for reconsideration.<br />This is not an admission ofguilt! However, be aware thatsomeone might look at the site closely…<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  14. 14. How much can you rely ona site’s old links?<br />Google wants to be able to “reset the clock” for a domain when it sees thatit has been purchased by a new company or individual.<br />Google is a registrar and thus has access to domains’ histories.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />
  15. 15. If you haven’t been doing so already…<br />Please start asking questions!<br />No hands up:This makes me sad<br />Please look more interested than these guys. Please.<br />Jane Copland | Ayima Search Marketing | a4u Munich, May 2010<br />

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