1.
Implement These 10
SEO Tips, You Must
Part 2
5 Link Building
Strategy Essentials

2.
Comments & Questions During Webinar
• GoToWebinar Chat Room
• Twitter – Tweet @SEOcom
• Use #SEOwebinar hashtag
• We are recording today’s webinar
• Slides will be online tomorrow
• Recording early next week
Tweet @SEOcom questions – Hashtag #seowebinar

3.
About SEO.com
Tweet @SEOcom questions - Hashtag #seowebinar

4.
Kristy NG
SEO Manager
http://www.linkedin.com/in/kristyng

5.
Link Building Strategy
5 Fundamentals
Tweet @SEOcom questions – Hashtag #SEOwebinar

6.
5 Link Building Fundamentals
1. Have a Plan You Must
2. Put People First You Should
3. Nitty Gritty SEO… Yes
4. Stay Active You Must
5. Overdo It You Must Not
Tweet @SEOcom questions – Hashtag #SEOwebinar

7.
1. Have a Plan You Must

8.
Have A Plan: Know Your Link Portfolio
• SEO History
• Backlink Attributes
– Branded vs. Non-Branded
– Diverse Domains
– Anchor Text
– Quality vs. Quantity
Tweet @SEOcom questions – Hashtag #SEOwebinar

9.
Have A Plan: Know Your Industry
• Industry blogs • Competition
– Thought leaders
• Forums
– Building relationships
• Q&A Sites
Tweet @SEOcom questions – Hashtag #SEOwebinar

10.
Have A Plan: Know Your Consumer
Understand Purchase Behavior
Needs Information Evaluating Purchase Post
Awareness Search Alternatives Decision Purchase
– Length of purchase cycle
Tweet @SEOcom questions – Hashtag #SEOwebinar

11.
Have A Plan: Know Your Consumer
• Social Networks
Tweet @SEOcom questions – Hashtag #SEOwebinar

12.
Have A Plan: Know Your Consumer
• Pinterest Demographic
Tweet @SEOcom questions – Hashtag #SEOwebinar

13.
Have A Plan: Know Your Consumer
• Google+ Demographic
Tweet @SEOcom questions – Hashtag #SEOwebinar

14.
Have A Plan: Develop A Strategy
Set Goals
Understand
Your
Consumer
Research
Develop
Strategy
Implement
Tweet @SEOcom questions – Hashtag #SEOwebinar

15.
2. Put People First You Should

16.
Put People First: Know Your Consumer
• How to reach your consumers
– Relevant blogs
– Social networks
• Types of content
– On vs. Off Your Site
• Videos
• Infographics
• Blog Posts
• Guides
Tweet @SEOcom questions – Hashtag #SEOwebinar

17.
Put People First: Link Bait Types
• Infographics
• Instructographics
• Video
• Memes
• Ecards
• How To Guides
• Top Lists
Tweet @SEOcom questions – Hashtag #SEOwebinar

18.
Put People First: Link Bait Goals
• Increased visibility
• Social shares
• Increased brand
awareness
• Increased traffic
• Increased conversions
Tweet @SEOcom questions – Hashtag #SEOwebinar

19.
3. Nitty Gritty SEO… Yes

20.
Nitty Gritty SEO: Quality vs. Quantity
Quality
• Useful content (how to guides)
• Link bait (infographics, mini graphics, video)
• Links for users
• Time
• Creativity
Tweet @SEOcom questions – Hashtag #SEOwebinar

21.
Nitty Gritty SEO: Relevance vs. Authority
• Relevance
– Use of anchor text
– Relevance of site vs. page
• Authority
– Use of branded
– Third party affiliations
Tweet @SEOcom questions – Hashtag #SEOwebinar

22.
Nitty Gritty SEO: Follow vs. No Follow
PR 6
NO FOLLOW
PR 0 PR 2 PR 2 PR 2
Tweet @SEOcom questions – Hashtag #SEOwebinar

23.
4. Stay Active You Must

24.
Stay Active: Reasons
• Sustaining success
• Increased visibility
• Industry changes
• Creativity
• Competition
• Trends
Tweet @SEOcom questions – Hashtag #SEOwebinar

25.
Stay Active: Utilize Employees and Partners
• Employees
– Guest blogging
– Blog commenting
– Industry communities
• Partners/Sponsorships – credibility by
association
• Integration into company policies
– Training
– Ongoing link building
Tweet @SEOcom questions – Hashtag #SEOwebinar

26.
Stay Active: Blog Engagement
• Build relationships
• Interact with readers
• Future opportunities
Tweet @SEOcom questions – Hashtag #SEOwebinar

27.
Stay Active: Blog Posts
Things To Consider:
• Understand your industry
• Understand your target market
• Write great content
Tweet @SEOcom questions – Hashtag #SEOwebinar

28.
5. Overdo It You Must Not

29.
Don’t Overdo It: Avoid Link Penalties
How To:
• Put people first
• Google’s terms and conditions
• Avoid site wide links
• Build your brand
• Diverse anchor text
• Credible links
• Useful links
• Diverse link portfolio
Tweet @SEOcom questions – Hashtag #SEOwebinar

30.
Don’t Overdo It: Quality vs. Quantity
Quality – Long-term success
– Sharable/useful content
– Fall in line with goals
– Time
Quantity – Quick wins Quantity
– Ease of acquisition
– Attributes for ranking Quality
Tweet @SEOcom questions – Hashtag #SEOwebinar

31.
Don’t Overdo It: Anchor Text
• What is natural?
– Branded SEO
Campaign
– Click here
Branded
– Website
•
General
Exact match
• Partial match Keyword
Specific
• Branded
• Content around links Successful Campaign
Tweet @SEOcom questions – Hashtag #SEOwebinar

32.
Don’t Overdo It: Anchor Text
• Anchor Text Distribution
Walmart Sole Sports
21% 16%
Branded Branded
8% Generic 17% General
71% Keyword 67% Keyword
Tweet @SEOcom questions – Hashtag #SEOwebinar

33.
Don’t Overdo It: Domains/IPs
• Diversification Increased Visibility & Value
6
5
4
Value
3
2
1
0
0 2 4 6 8
# Links Per Unique Domain
Tweet @SEOcom questions – Hashtag #SEOwebinar

34.
Don’t Overdo It: Diversification
• Think about people
• High and low quality
• Different types of link
building
• Be genuine
• Google algorithm changes
Tweet @SEOcom questions – Hashtag #SEOwebinar

35.
Questions?

36.
Thank You
Kristy NG
SEO Manager
http://www.linkedin.com/in/kristyng
Connect with SEO.com
http://twitter.com/seocom
http://www.facebook.com/seocom
http://www.linkedin.com/company/seo.com

37.
Visit SEO.com
Tweet @SEOcom questions - Hashtag #seowebinar