Www.c1-partners.com Linkbuilding and Offsite Optimization Move Your Site to the Top of Google!...

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Linkbuilding and Offsite Optimization

Move Your Site to the Top of Google!

Snowsports Industries America

Webinar Wednesdays

April 2, 2014

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C1 Partners Team

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• What is Linkbuilding and Offsite Optimization?

• 6 Reasons to Deploy Linkbuilding• How To Start Building Links Today!• Linkbuilding Tactics to Avoid• Google Authorship• White Hat v. Black Hat• How to Measure Linkbuilding Success

Agenda

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Link Building• Process of encouraging and

establishing relevant, inbound links to your website

Offsite Optimization• Includes all of the above, and more…• Google Authorship• Social signals where your site is

mentioned• Social signals to content linked to yours• Links to content linked to yours• Links to links…

Great Content• Leads to more and better links

No Magic Bullet

Balance is Important

LinkBuilding and Offsite Optimization

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6 Reasons to Deploy Link Building/OSO1. Can Improve Your Rankings on Search Engines

– May be more important than on-site SEO– Search Engines See Them as “References”– Domain (Website) Authority is Passed On to Your Site

2. Drives More Traffic

3. Drive Targeted Traffic

4. Improves Site Authority

5. Improves Your Reputation

6. Increases Sales

LinkBuilding and Offsite Optimization

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Challenges of Link Building & Offsite Optimization

1. Time Consuming

2. Better Links are Harder to Get

3. Can be Frustrating

4. Establishing Relationships

5. Can be expensive1. Wasted Money on Insufficient Programs

2. Penalties from Bad Programs

6. Requires Persistence

7. Technical Aptitude

8. Measuring Results

9. If you do it wrong you will be penalized

LinkBuilding and Offsite Optimization

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• Link BuildingGetting links to our site from any other site.– Guest Blog Posts– Directory listings– Press releases– Local Citations– Link “Baiting”– Social Media*

• *Social Media– “Mentions” and Other Social Signals Important– Improve Value of Links– Not Much Direct Link Value (As it pertains to SEO)

• Google Authorship

Examples of Offsite Optimization

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What Increases Link “Juice” or “Value”?

– Link Location:• Domain Authority of Website• Domain Authority of Page• Relevancy of Content• “New Domain” Link• “.edu”• “.gov”

– Link Types• Keyword Link • http://www.nakedlink.com• Branded Link• “Follow”/“No-Follow”• Site Wide/Not Sitewide• Picture/Graphics

– Warning: Too much of a good thing can be bad

LinkBuilding and Offsite Optimization

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What Decreases Link “Juice” or “Value”– No/Low Domain Authority– Extensive Outgoing “follow” Links– Extensive Advertising, Affiliate

Marketing, etc.– Temporary Links– Sitewide Links– Duplicate and/or Irrelevant Content– Russian, Porn or Gambling Sites– Repeated links from same domain– “No Follow”, Branded, Redirect & Naked

However…Some no-follow is good– Low Link Diversity

LinkBuilding and Offsite Optimization

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How To Start Linkbuilding Today

First Things First• Business Goals• Keyword research• Create great

content• Competitive

analysis– What links?– How many?

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How To Start Linkbuilding Today

Business Goals• “Anchoring Referrals”• Drive Client Acquisition

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Old Way• Looks Manufactured• Spun Content• “Google Bombing” With Text Links• Buying Cheap Links• All High PR Links• All Follow Links• Site-wide Links• Thousands of Directory

Submissions• As many as possible at soon as

possible

Off-Site SEO

Off-Site SEO/Link BuildingNew Way• Looks Natural (IS natural?)• Build great, 100% unique content

on and off of your site• Balanced Link Text

– 1/3 Branded– 1/3 Naked– 1/3 Keyword Text

• Citations (for local)• Balanced Quality & Intent

– High PR/Low PR– Follow/No-Follow

• No Site Wide• Trickled Out Over Time• Social Signals

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How To Start Linkbuilding Today

• Keyword research– How Competitive Are Your Terms?– Long Tail Opportunities

• Competitive analysis– What links?– How many?– Tools:

• Ahrefs.com• SEOmoz.org• MajesticSEO• Google & Bing Webmaster Tools

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How To Start Linkbuilding Today

Ahrefs Linking Domains Comparison

Search:“Ski Helmets”Dominating sites have 700 to over 25,000 linking domains

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How To Start Linkbuilding Today

My Site: www.SummitSports.com Currently ranked below local and 3 competitorsSearch Term:

“ski shop in bloomfield hills, michigan”

Competitors Links Total: : 65 to 31My Links: 55

WebsiteLinking Domains

www.boynecountrysports.com 64www.skierspeak.com 31

summitsports.com 55www.skikids.us (local) 1

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How To Start Linkbuilding Today

Ahrefs Linking Domains Comparison

Search:“ski shop in bloomfield hills, michigan”Dominating sites have only 1-64 linking domains

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How To Start Linkbuilding Today

Skikids has fewer links but good location

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How To Start Linkbuilding Today

Link information on competitors

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How to Start Linkbuilding Today

Quality New Customers to Your Business

Links From High PR

Sites

Mentions in Relevant

Content on Blogs

Relevant Article

Content

Great Content On

Your Website &

On-Site Blog

Social Media

Signals/Sharing

How?

General Directiories

IndustryDirectiories

High Value, Relevant Industry

Sites-(SIA)

Google Authorship Connected

Activity

.edu/.gov

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Google Authorship• Links Your Comments on

Other Blogs & Sites• Improves Visibility in

Results

Google Authorship

Search Result: ‘Denver SEO’

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Types of Links: Directory Citations

• Directory Submissions for Citations– Local (Moz Local)

• Axciom• InfoUSA• Neustar

– Yahoo! Dir– Business.com– Niche Directories– Avoid Mass Directory

Submissions

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Types of Links: Press Releases

Press Releases• Lots of Links• Mixed Quality• Good Start • Good “Signal” for

Other Links• Link to Home Page• Link to Other High

Authority Sites• Don’t Overdo• Don’t Over Optimize

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Types of Links: Guest Blog Posting

Guest post blog submissions• Find blogs• Establish a relationship• Become a guest author• Analyze the quality of the

blog• Bad blogs could mean a

penalty

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Types of Links: Article Submission

• Find Sites• Contribute articles• Relevant discussions• Forums• Newsletters• Analyze the quality of the blog• Bad blogs could mean a penalty

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Types of Links: Networking

Networking with industry leaders and contribute• Industry Associations• Some Free• Some Paid• Current Opportunities?

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Types of Links: Social Media & Local

Social Media & Local• Setup All of Your

Accounts• Links are Often “No

Follow” or Redirects• Many Count as

Citations• Use to signal your

other links• Free!

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Types of Links: Link Baiting

Link “Baiting”• “Say” Something

Interesting• Promote (or not)• Be Creative• Try it Again

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“White Hat” – Links you receive with no effort on your part

Black Hat – Everything else?

Negative Link Campaigns

White Hat v. Black Hat

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• Submitting website to thousands of suspicious “SEO friendly” directories

• Leaving comments on blogs just to get a link• Buying links from link exchanges• Swapping links with just anyone• Spinning profile pages or content on third party

websites just for links• Sitewide links• Getting only one type of link• Overdoing one thing looking for a “magic bullet”

Linkbuilding Tactics to Avoid

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How To Measure Your Linkbuilding Success

• Link Measurement Tools– Google Webmaster– Bing Webmaster Tools– Ahrefs.com– Majestic SEO– SEOMoz

• Ranking Tools• Linking Domains• Backlinks• Naked v. text links• Follow v No Follow• Sources of links

– Geography– Site type (.com, .gov, .edu)

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Questions?

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Dan and Dan

C1 Partners

P: 303.501.1821

W: c1-partners.com

T: @c1partners

E: info@c1-partners.com

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