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How to Structure a Link Building Campaign
Jul 15, 2015
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Transcript
Get Social
Twitter: @cbutterworth_Dejanseo.com.au/chris-butterworth
Why Bother?Links are votes
Links suggest meaning
Links send traffic
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How Links Work●PR of the linking page●Anchor text●Keyword proximity●Context of the the link (Topic of the content)
●PR of the linking page●Anchor text●Keyword proximity●Context of the the link (Topic of the content)
The Structure1.Managing Risks
2.Instant Wins
3.Quick Wins
4.Long Term
5.The Bigger Picture
6.Awesome Tools
Dangerous Stuff● Paid Links● Aggressive Anchor Text● Hidden Links● Widgets/Templates● Hacked Sites● Schemes● Networks
Pro Tip: Read Webmaster Guidelines
#1Managing Risk
Beware Penguins
Source: http://algoroo.com/
#1Managing Risk
Instant Wins● Changed URLs
● Webmaster Tools > 404 Links > Linked From
● Join Google Plus
● Legitimate Directories
#2Instant Wins
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Legitimate DirectoriesCAUTION!!!
● Don't use target anchor text
● Don't pay for inclusion● Use only selective
directories
● http://www.truelocal.com.au/
● http://www.bloo.com.au/
● http://www.hotfrog.com.au/
● http://www.comeonaussie.com/
● http://www.locanto.com.au/
● http://www.raveaboutit.com.au/
● http://www.yourtradedirectory.com.au/
#2Instant Wins
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Obvious Opportunities● Relationships
● Suppliers● Distributors● Industry Bodies● Community Groups● Speaking & Expos● Sponsorship
#3Quick Wins
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Link Consolidation● Reverse Image Search
● Logo● Images● Infographics
● Brand Mentions
● Google Alerts
#3Quick Wins
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Helping Webmasters● Help Webmasters
● Fix Hacked Sites● Broken Link building
– Xenu Link Sleuth– 80 Legs
● Content for Outreach– Education– Environmental– Saftey
#4On Going
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● Find relevant blogs● Followerwonk● Guest post query generator● Advanced Search Operators
● Contact● Social media● Phone
● Caution!!!
Guest Blogging#4On Going
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Simple Link Bait● Curate information or tools● Interview interesting people● Be the first to report on industry news● Organise an event & provide information● How to guides and tutorials
#4On Going
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Advanced Link Bait● Fake Products● Making Use of Existing Data● Ego Bait
● Awards● Feature targets in content
#4On Going
Public Relations● PR – Find Opportunities
● Source Bottle● Help A Reporter Out● Expert Guide● Journoz
#5Bigger Picture
Content & Link BuildingWhy Is Content Important?● Long tail traffic● Brand awareness & strength● Something to leverage on social
media● Good content naturally attracts
links
#5Bigger Picture
Think Beyond SEO● It's more than just links & Rankings● Working with people● Links drive traffic● Good Business is Good for SEO● You Can't Fool Google Forever
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Tools & InfoCrawling Tools
● Xenu Link Sleuth
● Screaming Frog
Link Research Tools
● Open Site Explorer
● Majestic SEO
● Fresh Link Finder
Misc Tools
● SEO Bookmarklets
● Big list of Link Building Tactics
● Noindex/Nofollow Extensions
Monitoring Tools
● Webmaster Tools
● Google Analytics
● Bing Webmaster Tools
Link Opportunities Tools
● Guest Post Query Generator
● Reverse Image Search
● Advanced Search Operators
● Google Alerts
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