Local Link Building - Pubcon Local 2021 - Patrick Stox

1. #pubcon @patrickstox Local Link Building Presented by: Patrick Stox

2. #pubcon @patrickstox Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs • I write for Ahrefs blog but have written for many industry publications in the past • I speak at some conferences like SMX, Pubcon, UnGagged, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) and the Beer & SEO Meetup • We also run a conference, the Raleigh SEO Conference • Moderator /r/TechSEO on Reddit Who is Patrick Stox?

3. #pubcon @patrickstox What Are Links? Links take users and bots from one page to another.

4. #pubcon @patrickstox Why Do People Want Links? PageRank = “Strength” “Importance” Some people think of these as votes

5. #pubcon @patrickstox

7. #pubcon @patrickstox Correlation ≠ Causation

8. #pubcon @patrickstox Here’s What I Would Do

9. #pubcon @patrickstox Barnacle SEO Get listed on sites that already rank Quick way to get direct business value. You want to be there when people search.

12. #pubcon @patrickstox Ahrefs Majestic Moz Semrush

13. #pubcon @patrickstox Competitor Links – Local Link Intersect What links are common between top competitors?

16. #pubcon @patrickstox Some Of These Sites May Want $$$

17. #pubcon @patrickstox Competitor Links – Niche Specific Link research scaled.

18. #pubcon @patrickstox Top 50 Cities https://docs.googl e.com/spreadshee ts/d/1_wSRfQyy2D TucqAfR075hs3U_Z B1bKV4VLbYhXqzY e0/copy Make a copy

20. #pubcon @patrickstox https://ahrefs.com/keywords-explorer

22. #pubcon @patrickstox Keyword URL Country Difficulty Volume Clicks CPS Return RateParent TopicParent Topic VolumeLast UpdateReferring DomainsDomain ratingAhrefs RankTraffic Keywords accountant seattle https://www.yelp.com/search?find_desc=tax+accountant&find_loc=Seattle%2C+WAus 1 250 accountant seattle250 ######## 0 94 50 205 10 accountant seattle https://www.seattlecpaprofessionals.com/ us 1 250 accountant seattle250 ######## 21 1 51894760 241 49 accountant seattle https://www.indeed.com/q-Accounting-l-Seattle,-WA-jobs.html us 1 250 accountant seattle250 ######## 11 90 689 356 21 accountant seattle https://www.indeed.com/q-Tax-Accountant-l-Seattle,-WA-jobs.htmlus 1 250 accountant seattle250 ######## 1 90 689 46 9 accountant seattle https://www.glassdoor.com/Job/seattle-accountant-jobs-SRCH_IL.0,7_IC1150505_KO8,18.htmus 1 250 accountant seattle250 ######## 5 90 1020 128 32 accountant seattle https://www.ziprecruiter.com/Jobs/Accountant/-in-Seattle,WA us 1 250 accountant seattle250 ######## 2 85 3800 74 19 accountant seattle https://www.expertise.com/wa/seattle/accountant-cpa us 1 250 accountant seattle250 ######## 5 86 2890 149 46 accountant seattle https://www.angieslist.com/companylist/seattle/accountants.htm us 1 250 accountant seattle250 ######## 0 91 516 36 21 accountant seattle https://www.upwork.com/l/us/accountants-in-seattle-wa/ us 1 250 accountant seattle250 ######## 1 90 1122 12 38 accountant seattle https://www.monster.com/jobs/q-accounting-jobs-l-seattle-wa us 1 250 accountant seattle250 ######## 3 87 2673 44 37 accountant las vegas https://www.yelp.com/search?find_desc=Small+Business+Accountant&find_loc=Las+Vegas%2C+NVus 2 200 accountant las vegas200 ######## 1 94 50 103 17 accountant las vegas https://www.yelp.com/search?cflt=accountants&find_loc=Las+Vegas%2C+NVus 2 200 accountant las vegas200 ######## 0 94 50 118 15 accountant las vegas https://www.expertise.com/nv/las-vegas/accountant-cpa us 2 200 accountant las vegas200 ######## 6 86 2890 158 65 accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ us 2 200 accountant las vegas200 ######## 11 12 15313035 66 116 accountant las vegas https://www.indeed.com/q-Accounting-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas200 ######## 7 90 689 411 23 accountant las vegas https://www.indeed.com/q-Tax-Accountant-l-Las-Vegas,-NV-jobs.htmlus 2 200 accountant las vegas200 ######## 0 90 689 16 4 accountant las vegas https://clutch.co/accounting/las-vegas us 2 200 accountant las vegas200 ######## 0 87 2766 247 45 accountant las vegas https://www.ziprecruiter.com/Jobs/Accountant/-in-Las-Vegas,NV us 2 200 accountant las vegas200 ######## 2 85 3800 100 18 accountant las vegas https://www.angieslist.com/companylist/las-vegas/accountants.htmus 2 200 accountant las vegas200 ######## 0 91 516 22 39 accountant las vegas https://www.glassdoor.com/Job/las-vegas-accountant-jobs-SRCH_IL.0,9_IC1149603_KO10,20.htmus 2 200 accountant las vegas200 ######## 1 90 1020 123 33 accountant chicago https://www.yelp.com/search?find_desc=personal+accountant&find_loc=Chicago%2C+ILus 12 200 accountant chicago200 ######## 1 94 50 0 15 accountant chicago https://www.yelp.com/search?find_desc=Tax+Accountant&find_loc=Chicago%2C+ILus 12 200 accountant chicago200 ######## 0 94 50 114 14 accountant chicago https://www.chicago-accountant.com/ us 12 200 accountant chicago200 ######## 38 2 42022825 74 64 accountant chicago https://www.expertise.com/il/chicago/accountant-cpa us 12 200 accountant chicago200 ######## 7 86 2890 257 67 accountant chicago https://cpa-in-chicago.com/ us 12 200 accountant chicago200 ######## 34 2 47994870 131 73 We want to get rid of general directories and focus on individual businesses.

23. #pubcon @patrickstox Data Cleaning 1. Insert > Table 2. Filter > DR less than 50 3. Filter Type > Organic

24. #pubcon @patrickstox Much Better, Top Accountants From Different CitiesKeyword URL accountant seattle https://www.seattlecpaprofessionals.com/ accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ accountant chicago https://www.chicago-accountant.com/ accountant chicago https://cpa-in-chicago.com/ accountant chicago https://www.actgroupltd.com/ accountant los angeles https://www.johnweldoncpa.com/ accountant los angeles https://www.roberthalltaxes.com/business-services/accounting/ accountant tucson https://www.cpa-tucson.com/ accountant tucson https://www.cpatucson.com/ accountant tucson https://www.pinpointeaccounting.com/ accountant tucson https://beachfleischman.com/ accountant san diego https://www.regalgroupcpa.com/ accountant portland https://perkinsaccounting.com/ accountant portland https://www.orcpa.org/for-the-public/find-a-cpa accountant philadelphia https://accountant-philadelphia.com/ accountant philadelphia https://www.daletaxservice.com/ accountant philadelphia https://taxprofessionalphiladelphia.com/ accountant tampa https://www.waterscpagroup.com/ accountant tampa https://www.rgcocpa.com/ accountant tampa https://www.zachcpa.com/ accountant tampa http://jrosencpa.com/ accountant tampa https://www.taxaccountantsoftampabay.com/

25. #pubcon @patrickstox For Each Site Left, Export Their Referring Domains Zzzzz

26. #pubcon @patrickstox Combine Files 1. Windows Button + R 2. Type cmd and click ok 3. I open the folder where I saved the files in File Explorer and click the address bar to copy the path 4. Back in Command Prompt, type “cd “ and then press ctrl+v to paste the copied path 5. Type copy *.csv whatever.csv

27. #pubcon @patrickstox Data Cleaning 1. Insert > Table 2. Insert Column next to Referring Domain to add Count 3. In the Count Column, add the formula =COUNTIF(B:B,[@[Referring Domain]])

28. #pubcon @patrickstox Data Cleaning 4. Copy the numbers in the Count column and paste in the same place as values. 5. Data > Remove Duplicates based on the Referring Domain 6. Data > Sort by Count > Largest to Smallest

29. #pubcon @patrickstox Looks Good! Top Referring Sites To Top Accountants Around The Country Referring Domain Count yellowpages.com 58 localbest.com 55 clutch.co 49 topratedlocal.com 48 expertise.com 47 find-open.com 41 goodfirms.co 38 yp.com 31 privatebanking.com 31 owler.com 29 tntcode.com 28 threebestrated.com 28 ucpaa.org 27

30. #pubcon @patrickstox Categorize - Niche Referring Domain Count privatebanking.com 31 ucpaa.org 27 findtaxexperts.com 21 advisors.directory 16 cpagrades.com 14 accountingmatch.com 13 bestpayrollservices.com 12 cpatool.com 10 cpaconnection.net 9 findbestcpa.com 9 buildyourfirm.com 8 officialaccountants.com 5 payrollleads.net 5 goodaccountants.com 4 successfulpayroll.com 4

31. #pubcon @patrickstox Categorize – Generic Directories Referring Domain Count yellowpages.com 58 localbest.com 55 clutch.co 49 topratedlocal.com 48 expertise.com 47 find-open.com 41 sitelinks.info 41 goodfirms.co 38 site-stats.org 34 freefoto.ca 31 wuchna.com 31 yp.com 31 owler.com 29 threebestrated.com 28 tntcode.com 28 idcrawl.com 26 prlog.ru 26 thecity.directory 26 findabusinessthat.com 25 regionaldirectory.us 25 upcity.com 24

32. #pubcon @patrickstox Categorize – Generic Directories Most of these are Local Citations Also called NAP (Name, Address, Phone Number) listings. Getting these links: Whitespark, Brightlocal, Yext, Moz Local, local SEO companies

33. #pubcon @patrickstox Competitor Links – City Specific Same idea but city specific.

34. #pubcon @patrickstox Top Niches https://docs.google .com/spreadsheets/ d/1YtCs0d- B65UZq4pXa41crFMY ThAJgT2_A5RbyEhz w7I/copy Make a copy

36. #pubcon @patrickstox Getting The Data Follow the same steps we used before for the cities.

37. #pubcon @patrickstox Categorize – Colleges/Universities Referring Domain Count ncsu.edu 18 thewolfweb.com 18 unc.edu 4 duke.edu 4 waketech.edu 2 meredith.edu 2 • Jobs • Scholarships • Club sponsorships • Discounts

38. #pubcon @patrickstox Referring Domain Count shoplocalraleigh.org 25 downtownraleigh.org 19 visitraleigh.com 14 thisisraleigh.com 10 dtraleigh.com 8 919raleigh.com 8 raleighspecialstonight.com 8 raleighsearch.org 7 hbawake.com 7 raleighhasit.com 6 yourbackyardraleigh.com 6 visitnorthhills.com 5 raleighwhatsup.blogspot.com 5 ncartmuseum.org 5 downtowndame.com 4 outraleighpride.org 4 raleighbeltliner.com 4 theraleighedit.com 4 raleighweekend.com 4 cityofraleighmuseum.org 3 camraleigh.org 3 northraleighrotary.org 2 midtownraleighalliance.org 2 raleighnc.gov 2 Categorize – Raleigh Specific

39. #pubcon @patrickstox Categorize – Local News & Magazines Referring Domain Count wral.com 33 indyweek.com 29 raleighmag.com 25 waltermagazine.com 21 midtownmag.com 16 trianglefoodblog.com 14 newsobserver.com 7 itbinsider.com 7 carycitizenarchive.com 6 northcarolinanewsdaily.com 5 northcarolinaheadlines.com 4 https://carycitizen.news/ 2 northcarolinahealthnews.org 1 http://www.candidslice.com/ 1

40. #pubcon @patrickstox Categorize – State or Surrounding AreaReferring Domain Count heartofncweddings.com 25 travel-northcarolina.com 15 thecarolinasmagazine.com 12 trianglenace.com 10 visitnc.com 8 bestthingsnc.com 8 caryliving.com 8 triangleonthecheap.com 8 nctripping.com 7 nctriangledining.com 7 thebestofcarync.com 7 north-carolina-bd.com 6 johnstoncounty.today 6 kasteventsnc.com 6 north-carolina-pages.com 5 ncheadlines.com 5 runnc.com 5 funnorthcarolina.com 4 charlottencnorthcarolina.com 4 ncagr.gov 4 ncbreweriesandfoodtrucks.com 4 researchtriangle.org 4 go-north-carolina.com 3 thenorthcarolina100.com 2

41. #pubcon @patrickstox Categorize - Misc • djs • wedding • photographers • event planners these link to people involved • realtors • apartments • home communities (HOAs) these link to things to do

42. #pubcon @patrickstox Categorize - Misc • Suppliers /Affiliations • Meetup (hosting, sponsoring) • Podcasts • Charities / sponsorships • Awards • Coupons • Directories

43. #pubcon @patrickstox Link Reclamation – Links To Your Site, But Broken Websites change over the years and often there are links going to pages that no longer exist. Redirects take users and bots to the current pages. They reclaim that lost value.

45. #pubcon @patrickstox Link Reclamation – Unlinked Mentions Sometimes websites mention you but don’t link to you. You can ask them to link.

46. #pubcon @patrickstox Manually • Google “intext:term –site.com”, where term could be a brand or a person and site is your website • Scrape results • Check if there’s a link Complex, time consuming, technical

47. #pubcon @patrickstox Ahrefs Semrush BuzzSumo

49. #pubcon @patrickstox Links Without Mentions, Lots Of News Articles Content Title Content URL Author Elmiron drug linked to vision problems in women https://www.wral.com/elmiron-drug-linked-to-vision-problems-in-women/193138 How Giving Tuesday impacts the Triangle https://abc11.com/society/how-giving-tuesday-impacts-the-triangle-/5732175/Michael Perchick 5 Best Divorce Attorneys in San Antonio 🥇 https://kevsbest.com/divorce-attorneys-in-san-antonio/ Elevating Others Scholarship at Pennsylvania State University Fayette, Eberly Campus (Penn State Fayette) | Uloophttps://fepsu.uloop.com/scholarships/view.php/1079951447/Elevating-Others-Sch Whitley law firm new bern nc http://myphamsandy.com/cne0zhw/whitley-law-firm-new-bern-nc.html ‘Air hunger’ opinion a factor in $1.5M settlement – North Carolina Lawyers Weeklyhttps://nclawyersweekly.com/2014/03/18/air-hunger-opinion-a-factor-in-1-5m-seDavid Donovan

51. #pubcon @patrickstox Internal Links Links from one page on your site to another page on your site. These also pass PageRank.

52. #pubcon @patrickstox My Old Process For A Single Page1. search site:whatever.com term 2. Settings > Search Settings, change to 100 3. Inspect > go to Console tab, see attached code and change the domain to your own copy and paste the results and you have a list 4. Screaming Frog: In Configuration > Spider > Advanced tab click "Always Follow Redirects" 5. Screaming Frog: In Configuration > Custom > Search, choose ”Contains" and add in your targeted term or phrase to make sure it exists on the pages. 6. Screaming Frog: Paste URLs and run to get the list of pages that contain the keyword 7. Screaming Frog: When finished, copy these URLs from the custom tab for your filter, now we check if the link already exists. 8. Screaming Frog: In Configuration > Custom > Search, change to ”Does Not Contain" add the end part of the URL/URLs that you want to build the links to. You probably don't want the whole URL because we use relative paths sometimes. This supports regex, so you can match multiple pages. Upload your URLs to crawl them, then export that final list when it finishes the same as you did previously. 9. Optional, but you probably want to connect GSC, GA, Ahrefs, etc to get data on traffic and strength of the page to prioritize which ones you want to do first, which you can do all within Screaming Frog. Code snippet for 3: urls = $$('a');for (url in urls) { var string = urls[url].href, domain = "whatever.com", google = "google.com", search = "search?", cache = "webcache"; if ( string.indexOf(search) <1 && string.indexOf(cache) <1 && string.indexOf(google) <1 && string.indexOf(domain) >=0 ) { console.log ( string ); }

53. #pubcon @patrickstox My Old Process For A Single Page1. search site:whatever.com term 2. Settings > Search Settings, change to 100 3. Inspect > go to Console tab, see attached code and change the domain to your own copy and paste the results and you have a list 4. Screaming Frog: In Configuration > Spider > Advanced tab click "Always Follow Redirects" 5. Screaming Frog: In Configuration > Custom > Search, choose ”Contains" and add in your targeted term or phrase to make sure it exists on the pages. 6. Screaming Frog: Paste URLs and run to get the list of pages that contain the keyword 7. Screaming Frog: When finished, copy these URLs from the custom tab for your filter, now we check if the link already exists. 8. Screaming Frog: In Configuration > Custom > Search, change to ”Does Not Contain" add the end part of the URL/URLs that you want to build the links to. You probably don't want the whole URL because we use relative paths sometimes. This supports regex, so you can match multiple pages. Upload your URLs to crawl them, then export that final list when it finishes the same as you did previously. 9. Optional, but you probably want to connect GSC, GA, Ahrefs, etc to get data on traffic and strength of the page to prioritize which ones you want to do first, which you can do all within Screaming Frog. Code snippet for 3: urls = $$('a');for (url in urls) { var string = urls[url].href, domain = "whatever.com", google = "google.com", search = "search?", cache = "webcache"; if ( string.indexOf(search) <1 && string.indexOf(cache) <1 && string.indexOf(google) <1 && string.indexOf(domain) >=0 ) { console.log ( string ); } Complex, time consuming, technical

54. #pubcon @patrickstox What I’d recommend Link Opportunities – Free as part of Site Audit in Ahrefs Webmaster Tools (AWT) Link Whisperer – Paid, WordPress

57. #pubcon @patrickstox We’re Not Talking A Ton Of Links Look at your competition. Most local services have less than 150 Referring Domains. Many are less than 30 and still on the first page.

58. #pubcon @patrickstox What Comes Next • Content • Data • Creative • Public Relations

59. #pubcon @patrickstox Slides are available here: https://patrickstox.com/local-link-building

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