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The Future of
Link Building
Paddy Moogan
Co-founder, Aira
www.aira.net
@paddymoogan www.aira.net
The Future
@paddymoogan www.aira.net
Links as a ranking signal are
NOT going away
@paddymoogan www.aira.net
Fundamentally, they still
work well
@paddymoogan www.aira.net
Links are the basis of the web
@paddymoogan www.aira.net
However…
@paddymoogan www.aira.net
Related signals will change
and become more refined
@paddymoogan www.aira.net
We don’t think as a “link” as
the signal Google use
@paddymoogan www.aira.net
There is so much more to it
@paddymoogan www.aira.net
Anchor text
VolumeDiversity
Type of link
Home vs. deep
link
Position on page
Other links on
page...
@paddymoogan www.aira.net
These will change over time
@paddymoogan www.aira.net
And new signals will be
added
@paddymoogan www.aira.net
Social signals may play a bigger
part
@paddymoogan www.aira.net
Some rankings just won’t make
sense to us
@paddymoogan www.aira.net
Penguin will become more
refined and quicker
@paddymoogan www.aira.net
It’s constantly learning (it’s
nearly two years old now)
@paddymoogan www.aira.net
They have lots of fresh data
to learn about bad links
@paddymoogan www.aira.net
Penguin targeted scalable
link building techniques
@paddymoogan www.aira.net
Anything scalable will be
targeted at some point
What this means
@paddymoogan www.aira.net
For businesses…
@paddymoogan www.aira.net
Let’s use Panda as an example
@paddymoogan www.aira.net
There was collateral damage
with Panda
@paddymoogan www.aira.net
But Google didn’t mind
@paddymoogan www.aira.net
Don’t take risks with your
business
@paddymoogan www.aira.net
For churn and burn sites…
@paddymoogan www.aira.net
Spam will always work
short-term at least
What to avoid
@paddymoogan www.aira.net
Anything that scales
@paddymoogan www.aira.net
Scaling = potential loss in
quality
@paddymoogan www.aira.net
Too much commercial
anchor text
@paddymoogan www.aira.net
Putting all your links in one
basket
@paddymoogan www.aira.net
Links that you may be taking
down in a year or two!
What to focus on
@paddymoogan www.aira.net
Easy wins are still out there
@paddymoogan www.aira.net
1) Broken incoming links
@paddymoogan www.aira.net
@paddymoogan www.aira.net
2) Competitor analysis
@paddymoogan www.aira.net
@paddymoogan www.aira.net
@paddymoogan www.aira.net
3) Unlinked mentions of
company or people
@paddymoogan www.aira.net
@paddymoogan www.aira.net
@paddymoogan www.aira.net
4) Learn what PR people do
@paddymoogan www.aira.net
They craft stories around
people, companies and data
@paddymoogan www.aira.net
@paddymoogan www.aira.net
@paddymoogan www.aira.net
5) Invest in content
@paddymoogan www.aira.net
Invest in content
@paddymoogan www.aira.net
Invest in understanding what
makes a good idea
@paddymoogan www.aira.net
@paddymoogan www.aira.net
@paddymoogan www.aira.net
Follow these people:
@jcolman @halvorson@epicgraphic
In summary…
@paddymoogan www.aira.net
Links will always be
important
@paddymoogan www.aira.net
Don’t scale link building if
you’re building a business
@paddymoogan www.aira.net
Spend some time on the
quick wins
(they still work)
@paddymoogan www.aira.net
Invest in understanding
good ideas and
how PR works
Thank you!
Paddy Moogan
Co-founder, Aira
www.aira.net
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The Future of Link Building - SEMrush Webinar February 2015

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My webinar for SEMrush in February 2015 on The Future of Link Building. I talk about how link building signals may change over time, what that means for businesses and individuals and what to focus on in the future.

Veröffentlicht in: Marketing
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The Future of Link Building - SEMrush Webinar February 2015

  1. 1. The Future of Link Building Paddy Moogan Co-founder, Aira www.aira.net
  2. 2. @paddymoogan www.aira.net The Future
  3. 3. @paddymoogan www.aira.net Links as a ranking signal are NOT going away
  4. 4. @paddymoogan www.aira.net Fundamentally, they still work well
  5. 5. @paddymoogan www.aira.net Links are the basis of the web
  6. 6. @paddymoogan www.aira.net However…
  7. 7. @paddymoogan www.aira.net Related signals will change and become more refined
  8. 8. @paddymoogan www.aira.net We don’t think as a “link” as the signal Google use
  9. 9. @paddymoogan www.aira.net There is so much more to it
  10. 10. @paddymoogan www.aira.net Anchor text VolumeDiversity Type of link Home vs. deep link Position on page Other links on page Surrounding text
  11. 11. @paddymoogan www.aira.net These will change over time
  12. 12. @paddymoogan www.aira.net And new signals will be added
  13. 13. @paddymoogan www.aira.net Social signals may play a bigger part
  14. 14. @paddymoogan www.aira.net Some rankings just won’t make sense to us
  15. 15. @paddymoogan www.aira.net Penguin will become more refined and quicker
  16. 16. @paddymoogan www.aira.net It’s constantly learning (it’s nearly two years old now)
  17. 17. @paddymoogan www.aira.net They have lots of fresh data to learn about bad links
  18. 18. @paddymoogan www.aira.net Penguin targeted scalable link building techniques
  19. 19. @paddymoogan www.aira.net Anything scalable will be targeted at some point
  20. 20. What this means
  21. 21. @paddymoogan www.aira.net For businesses…
  22. 22. @paddymoogan www.aira.net Let’s use Panda as an example
  23. 23. @paddymoogan www.aira.net There was collateral damage with Panda
  24. 24. @paddymoogan www.aira.net But Google didn’t mind
  25. 25. @paddymoogan www.aira.net Don’t take risks with your business
  26. 26. @paddymoogan www.aira.net For churn and burn sites…
  27. 27. @paddymoogan www.aira.net Spam will always work short-term at least
  28. 28. What to avoid
  29. 29. @paddymoogan www.aira.net Anything that scales
  30. 30. @paddymoogan www.aira.net Scaling = potential loss in quality
  31. 31. @paddymoogan www.aira.net Too much commercial anchor text
  32. 32. @paddymoogan www.aira.net Putting all your links in one basket
  33. 33. @paddymoogan www.aira.net Links that you may be taking down in a year or two!
  34. 34. What to focus on
  35. 35. @paddymoogan www.aira.net Easy wins are still out there
  36. 36. @paddymoogan www.aira.net 1) Broken incoming links
  37. 37. @paddymoogan www.aira.net
  38. 38. @paddymoogan www.aira.net 2) Competitor analysis
  39. 39. @paddymoogan www.aira.net
  40. 40. @paddymoogan www.aira.net
  41. 41. @paddymoogan www.aira.net 3) Unlinked mentions of company or people
  42. 42. @paddymoogan www.aira.net
  43. 43. @paddymoogan www.aira.net
  44. 44. @paddymoogan www.aira.net 4) Learn what PR people do
  45. 45. @paddymoogan www.aira.net They craft stories around people, companies and data
  46. 46. @paddymoogan www.aira.net
  47. 47. @paddymoogan www.aira.net
  48. 48. @paddymoogan www.aira.net 5) Invest in content
  49. 49. @paddymoogan www.aira.net Invest in content
  50. 50. @paddymoogan www.aira.net Invest in understanding what makes a good idea
  51. 51. @paddymoogan www.aira.net
  52. 52. @paddymoogan www.aira.net
  53. 53. @paddymoogan www.aira.net Follow these people: @jcolman @halvorson@epicgraphic
  54. 54. In summary…
  55. 55. @paddymoogan www.aira.net Links will always be important
  56. 56. @paddymoogan www.aira.net Don’t scale link building if you’re building a business
  57. 57. @paddymoogan www.aira.net Spend some time on the quick wins (they still work)
  58. 58. @paddymoogan www.aira.net Invest in understanding good ideas and how PR works
  59. 59. Thank you! Paddy Moogan Co-founder, Aira www.aira.net

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