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Wine and Web: The Future of Link Building

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Wine and Web: The Future of Link Building

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Let's take on the most important tactic for the most important strategy. Let's talk link building.

Why do links matter?
What kind of links matter?
If Lance Armstrong was an SEO? What would he do?
A penguin is just a silly bird, right?
How do I get links?

This presentation covers the theory and practice behind the most important (and most mysterious) corner of web marketing: links.

Let's take on the most important tactic for the most important strategy. Let's talk link building.

Why do links matter?
What kind of links matter?
If Lance Armstrong was an SEO? What would he do?
A penguin is just a silly bird, right?
How do I get links?

This presentation covers the theory and practice behind the most important (and most mysterious) corner of web marketing: links.

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Wine and Web: The Future of Link Building

  1. 1. Wine & Web Andy Crestodina @crestodina #wineweb The Future of Link Building
  2. 2. Inbound Links, Backlinks A link from a website to your site. Definitions Link Popularity, Domain Authority, PageRank A measurement of credibility of a website, based on the number and credibility of sites that link to it. Link Building The act of improving the link popularity of a website to improve search engine rankings.
  3. 3. Source: SEOmoz, 2011 Search Engine Ranking Factors Why do pages rank?
  4. 4. SEO Steps: Effort and Importance Tech. SEO EFFORT Keyword Research On-Page Link Building… TIME
  5. 5. The Value of Links
  6. 6. links are credibility
  7. 7. more links = more credibility
  8. 8. links from credible sites = much more credibility
  9. 9. many outgoing links = less credibility per link
  10. 10. It’s good when the link text Includes the target keyword.
  11. 11. but if all the links include the target keyword, that’s bad.
  12. 12. Follow vs. NoFollow
  13. 13. Link Popularity and Domain Authority Resource: Open Site Explorer
  14. 14. Domain Authority over time… “Predicts a domain's ranking potential in search engines based on an algorithmic combination of all link metrics.” Source: SEOmoz,
  15. 15. If Lance Armstrong was an SEO…
  16. 16. If Lance Armstrong was an SEO… Buying Links / Blog Networks Reciprocal Linking / Link Wheels Blog Comment Spam Spammy Guest Blogging #blackhat
  17. 17. Welcome to the dark side…
  18. 18. 24, 2012 Revenge! Penalties for… • Paid Links / Link Schemes • Over-optimized Link Text • Keyword Stuffing • Cloaking • Duplicate Content
  19. 19. Source: Sean McGinnis, Why Link Building is Hard Work
  20. 20. GUEST BLOGGING …also known as “PR”
  21. 21. Blogging vs. Guest Blogging Blogging Content = 2 Links = 0 Friends = 0 Guest Blogging Content = 3 Links = 1 Friends = 2 YOUYOU
  22. 22. Blogging vs. Guest Blogging Round Two… content better links + real connections Blogging Guest Blogging Strategy
  23. 23. Blogging vs. Guest Blogging Round Four… Nice blog, but… This is what great web marketing looks like. Blogging Guest Blogging Strategy
  24. 24. Guest Blogging Tips: Research Search for: [topic/industry] “write for us” …just look at all those blogs! Is the domain authority higher than yours? Is there good social activity? Shares? Comments? Is you audience likely to read this blog? Know the blog: • Read the guidelines • Recent posts • Focus on the audience
  25. 25. Guest Blogging Tips: The Pitch 1. Connect with the editor. Build a relationship. Use social media. 2. Keep it short and personalized “I read the article ‘XYZ Title’ and really enjoyed it. I think I have an idea for an article that your readers will really love. Would you be interested in that?” 3. Offer to edit “happy to make any changes.” 4. Offer to promote …and respond to comments 5. Follow up, but don‟t be pushy
  26. 26. Guest Blogging Tips: The Post 1. Make. It. Good. 2. Make it fit. Length, formatting and images 3. Optimize it! Keyword Research + On Page SEO 4. Author bio: Short, sweet and HTML (rel=author) 5. Link to your other content …if it makes sense 6. Make it easy for them. A „no-work‟ proposition
  27. 27. Diminishing Returns… • 20 links on 20 domains > 20 links on 2 domains • Vary your anchor text often. Don’t over-optimize! Source: SEOmoz, What are you best tips for link builders?
  28. 28. Here‟s an example…
  29. 29. SEO IS A GAME Play it!
  30. 30. 10 More Ways to play… 1. Check competitors Links (OpenSiteExplorer.org) 2. SEO-savvy PR 3. Use the phone 4. Sponsor Something 5. Interview Someone 6. Ask plagiarists to link to you (CopyScape.com) 7. Ask partners, suppliers, vendors, etc. 8. Run a contest 9. Submit to IYPs(Internet Yellow Pages) 10. Be a Member: Associations, Chambers, Directories Source: SEW: 131 (Legitimate) Link Building Strategies
  31. 31. Keep Score!Source: List.ly: Guest Posts
  32. 32. LINK MAGNETS …the real secret to building links and ranking higher
  33. 33. Step 1: Write 2000+ words A. Teaches something useful B. It‟s on a topic that you love C. Use Google Authorship tagging GOAL: Write the best page on the internet for the topic
  34. 34. Step 2: Pick a phrase A. Yes, people are searching for it. B. No, it‟s not too competitive. Source: Orbit Media: How to Research Keywords GOAL: a realistic chance of ranking
  35. 35. Step 3: Use the phrase A. Once at the beginning of the title<title> B. Once in the first header<h1> C. Four to six times in the body of the page D. Build links to the page from other pages on your site. Use the keyphrase in the links. GOAL: indicate the relevance
  36. 36. Step 4: Not ranking on Page One? A. Write a guest post on a similar topic B. Link to the page from the guest post C. Get it posted on a site with high authority D. Improve the page however possible! GOAL: Link, Link, Nudge, Nudge.
  37. 37. Rank Links Rank
  38. 38. So that’s how Wikipedia does it!
  39. 39. Wine & Web Andy Crestodina @orbiteers #wineweb Thank you!

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