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Presentation by Tim Grice at ionSearch, Leeds. Explores recent link algorithm changes and how your link building strategy needs to change in line with it. Also looks at processes for developing and delivering natural links.
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LINKBUILDING INCOMPETITIVE INDUSTRIES
Tim GriceHead of Search
Unnatural Links• In March Google made the biggest change
ever to how they handle linkso Over 1 million unnatural links messages in
WMTo Ranking drops hit 2-3 weeks latero Link clean up needed before re-consideration
should be sent
Our Experience• 50 sites have contacted us specifically about the
message• Clean up is difficult as spam sites rarely have
contact info• Legacy SEO agencies may not co-operate in the
removal of links• We’ve been looking for common networks – one
site had used an outsourcer to place links across 650 domains, payment had to be made for removal
• Google are detecting/penalising blogs selling posts
Which links are bad?• If you’ve got the message then you need to
remove every link that was built for SEO purposes as Google will look closely at your link profile during reconsideration
• For other sites it’s very important to reduce the percentage of keyword anchor text – this means actively making changes ASAP to your link profile if you are at risk
• Paid blog posts on low quality blogs, sidebar links, footer links, forum profile links, article directory links etc. are all very dangerous now
Paid Link Profile
Building a Natural Profile
Choose Landing Pages Not Keywords• Do keyword research• Allocate keywords to landing pages• Prioritise pages by sum of keyword search
volume• Vary anchor text across all keywords• Mix in brand variations for good measure
Google wants to rank the best result
Improve the site by adding content
Send To Your Writers
Vary Anchor Text
Variation in Action!
Anchor Text• Decide on 10 – 15 keywords per page• Use ‘Brand’ and ‘Noise’ signals• Use the Google Keyword tool/Suggest/Related
Searches
Social Signals• http://www.blueglass.com/blog/secrets-of-viral-
content/
• Good content always gets far fewer links than it gets social shares
• Make sure that you build social shares at the same time as you get links to make your link building appear natural
Competitor Analysis• Use search metrics to find most shared
content
Tweets as Links?
• Giveaways and competitions
• 1872 tweets• 10th most shared page
Infographics
• 66 links • 119 Tweets• 115 Facebook likes
Link ability vs. Share ability
Share Ability Link Ability
‘Fresh Rank’ • Google wants up to date content• A page can be deemed ‘fresh’ through
inbound links• Links placed in ‘crawled’ content have low
value
Freshness Test
Time To Get Worthy
Link Worthiness
Website
Price Point
Unique Content
Social
Insight
Commentary
Data
Think Referral, Not Link • Why would this site refer traffic to me?• Does the content refer as well as link to my
site?• How did I earn the link?
Links have to be justified in order to look natural
Link Building Processes
Link Building processCompetitor Analysis
Search Google
Shortlist sites
QA process
Story ideas
Pitch stories
Content production
Place links
QA process
Promote links
Track links
Authority Comparison
The News MethodNews
BrainstormShortlist
Target Sites
Press Release
Premium Post
Social Blog Roll Out
Publish
Creating Social Hit list• List all info graphic sites• List all industry blogs• List all sites that have published a similar info
graphic in the pasto Find using searcho Find using “search by image”
• Seed by asking influential users to share via social media
Summary• Remove unnatural links• Address anchor text balance• Focus on being link worthy• Great sites generate shares as well as links• Processes to focus on quality and natural
signals
Questions?
• seowizz.net & blogstorm.co.uk• www.branded3.com
• twitter.com/tim_grice• [email protected]
• We do free link analysis and link strategy for those who email me
