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Link Development Post Panda

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Link Development Post Panda

  1. 1. Post Panda Link Dev Lisa Myers CEO, Verve Search #SearchLondon @LisaDMyers
  2. 2. About Lisa Myers • 11 years experience in Marketing, 6 in Search & Social • Speaker at Search Conferences Worldwide (SES, SMX, ISS, A4U etc) • Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing • Heavily involved in the global Search Community, founder of SEO-chicks.com and co-founder of European search blog StateofSearch Awards • “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search • Management Today “35 women under 35” list 2009 • “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) • “B2B Marketing Newcomer of the Year” (2007) @LisaDMyers #SearchLondon
  3. 3. “Panda” was not a link algorithm update but a site quality update!
  4. 4. Panda in a nutshell • Design + UX (ads, graphics etc) • Content Quality (unique, useful, grammar, spelling etc) • Usage Metrics (CTR, time spent, bounce rate, direct traffic etc) + a whole lot of tweaks............
  5. 5. But it HAS affected links Quality of site = bad means Link juice = shit @LisaDMyers #SearchLondon
  6. 6. linkbuilding post panda
  7. 7. Spend more time using this
  8. 8. #1 Link Analysis & Link Prospecting #2 Link Development
  9. 9. #1 Link Analysis & Link Prospecting
  10. 10. tools...
  11. 11. What to analyse • Anchor text • Depth of links (what pages are linked to) • Type of links (sources) • Authority & Strength of links • Quality of content on a site • Design/UX • Traffic, other marketing etc @LisaDMyers #SearchLondon
  12. 12. { link prospecting
  13. 13. Finding Relevant Sites • Keyword + “article” • Keyword + “blog” Keyword inurl: “write for us” Keyword inurl:”guest posts” Keyword intitle: “write for us” and so on... @LisaDMyers #SearchLondon
  14. 14. Large Scale Link Prospecting • Using scraper tool (like this Chrome extension http://goo.gl/c7erv ) • SEOmoz APIwww.seomoz.org/api (Pro Acc!) • Excel Spreadsheet http://justinbriggs.org/quick-link-prospectingwith-scraper-extension Follow: @JustinRBriggs @LisaDMyers #SearchLondon
  15. 15. Use Your Brain Prospecting • What other sites would your audience visit? • What would they search for? • What are they interested in? What do they like reading? • What sites are the best? @LisaDMyers #SearchLondon
  16. 16. Social Influencers • Identify social influencers within the industry/ market you are link building to • Which channels are they using; Twitter, facebook, LinkedIn? • What sites are they reading/sharing and talking about? @LisaDMyers #SearchLondon
  17. 17. #2 Link Development
  18. 18. + SEO TOOLS
  19. 19. Quality Link Development • Utilising Existing Relationships • Link Baiting • Content Outreach @LisaDMyers #SearchLondon
  20. 20. Utilising Existing Relationships Often it is the simplest idea that gives you the most link juice! For example; - Would your partners, customers etc link to you? - Which University did the CEO go to? - Discounts / Offers @LisaDMyers #SearchLondon
  21. 21. Apple.com Links to domain= 35.8 MILLION! PR=9/10
  22. 22. link baiting great digita l content
  23. 23. { A piece of digital content (article, video, infographic, etc) that specifically increases the chances for generating “organic links”
  24. 24. intelligent provoking interesting funny GREAT IDEA competitions newsworthy educational
  25. 25. Host the content! • This type of link development requires you to host the content on the domain you are doing link dev for!! • Creating a fab link bait or social media campaign that is not on your domain = lost link equity @LisaDMyers #SearchLondon
  26. 26. real examples {linkbait
  27. 27. • LINKS! • Equivalent of 50% of their average monthly traffic • Twitter followers increased by 300%
  28. 28. Infographics is great link bait!
  29. 29. Content Outreach Using a piece of content to get a link can be very EFFECTIVE!
  30. 30. It’s all about the ANGLE!
  31. 31. Give something back Have something to trade, why should they be linking to you? - Content (must be relevant!) - Discount/competition - Breaking news - Free “something” - YOUR USPs??!!
  32. 32. Ultimate TIP Don’t try source a home for an article already written. Find sites you WANT to get a link from and then write the article! Their tone of voice and style and type of article!
  33. 33. angles for universities
  34. 34. creating content for influencers
  35. 35. using your USPs & product angle
  36. 36. Stuff.TV Links to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
  37. 37. Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
  38. 38. Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership
  39. 39. writing content for websites
  40. 40. you need one of these!
  41. 41. Ps: if that fails buy some links
  42. 42. Thank You! @LisaDMyers Email: lisa@vervesearch.com Web: www.vervesearch.com

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