Authority building with relevance

So…, What’s a Link? • A ‘vote’ of authority to

your site from an external source

• A contextual referencewhich can create authority or engagement

Why Links Matter • To build your brands

authority• To rank better in

search engines• To create brand publicity & ‘buzz’• To develop real relationships old and new• To generate new business

What is most important? • Relevance• Reputation• Context• Quality vs. Quantity• “Follow links”

The Ultimate GoalLinks happen organically based on your authority

and or buzz in the market

Standard Link Building• Business relationships• Testimonials, reviews, media releases• Design company, hosting company, partners• Relevant quality business directories• Relevant quality profile pages• Competitor link research• Establish passive strategy• Memberships• Link Consolidation

Advanced Link building• High Quality link acquisition– Citing and References - .edu– Government related - .gov

• Sponsorships / Events• Create useful dynamic tools• Writing for others

Creative Link Building

• Ego Bait• Viral Content• Video creation and

distribution• Link Bait• Infographics

Tips to generate links organically• Monitor what content is

being most linked to• Encourage linking to your site

& make it easy http://dejanseo.com.au/link-to-dejan-seo/

• Create resources/tools/templates• Educational content• How to’s and tutorials• Giveaways and competitions• Creative and Viral content

The Social Aspect• Having social buzz can help

create links• There are techniques to

leverage social platforms ‘sponsored’ model to create organic links

• Google +

The Real World• Reflect your real world relationships online• Build new relevant relationships online• Consider organisations you support• Events and Memberships• Partners/Affiliates• Suppliers

How not to build your authority• Link & Blog Networks• Automated Services• Buying links $ - paid in content (or anywhere)• Article Marketing Spam• Link Wheel Exchanges• Footer/ Sidebar links – site wide• Masses of directory listings• Forum links• Hollow profile pages• Comment spam – blogs etc

The anatomy of a link• Text link – anchor text • Image Link – logo etc• Context – Google gets it• Placement – Google gets that too• Target - Where the link points to• Internal linking – is important also

Old vs New Anchor text links

Old - “Large format printing Sydney”New - “www.printingcompany.com.au”or - “Printing Company Name”

Trying to game Google with key phrase links does not work anymore!

Domain links vs Page links

Google – Loving the logo link

Because it is often real!

Sharing the value

Tell me more about this “follow / nofollow” thing

http://moz.com/tools/seo-toolbarTry this tool

• Educational resources/tools

• Guest blog• PDF distribution• Offer a scholarship• Google +

Some authority building ideas & opportunities

• Templates• Interviews• Video content -

tutorials• Industry Resources• Sponsorships/Events

In summary• Create relevant links• Focus on authority of link location – domain and

page• Quality vs. Quantity!!• Develop new relationships and build on existing• Add value to your target market• Reflect your real world relationships• Do not try a quick, cheap and often automated

solution – It’s likely to end in tears!

Measure everything!

• Google Analytics & Google Webmaster Tools

• Fresh Link Finderhttp://freshlinkfinder.com/

The choice is yours The blue pill or the red pill?

Safe long term solutionVs.

Potentially quick but volatile

Thank you!

Connect via @Visual_Alchemy & @dejanseo