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Link building and social media intereation guide from CreativeWRX
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On Page SEO Summary
• Be relevant• Use the terms on your pages!• Don’t Stuff• Critical in competitive niches
Links are similar to democratic votes
Who Rank’s First?
Brads Awesome Bookstore
Amazon.com
Algorithmic Ranking Factors
Links are not treated equally
Super Website A
Super Website B
Killer Link 1
Regular Link
#1
#2
Search ResultsRegular Link
Regular Link
How PageRank works
Pages gain PageRank from links that point to them
All pages have a little bit of PageRank
Search Engines Do Not Count All Links
– Encrypted JavaScript– In an iFrame– Links on pages that they can’t crawl– Can’t find– Marked as NoCrawl in Robots.txt– Links marked with NoFollow Attribute
Why do People Link?
Who should I link to??
Clean, simple navigation with great content
Messy navigation, bad content and awful design
The 5 Basic Kinds of Link Building
Link Building Methods
#1 – Manual Requests
• Develop list of relevant sites
• Research who to contact (and how)
• Send an email (or call) requesting a link
Scalability
Value
#2 – Competitive Research
• Use tools to see who links to your competition
• Pursue top targets manually
• Research competitor link building strategies
Scalability
Value
#3 – Distribute cool tools
• Create a cool tool• Allow other web
sites to include it on their site
• Embed a link back to your site
Scalability
Value
#4 – Linkbait and Viral Campaigns
• Create unique, killer content that every-one wants to link to
• Let market influencers know about it
• Watch the links roll in
ScalabilityValue
#5 – Content / Data Syndication
• Create content others may want to place on their sites
• Offer it to other sites
• Require links back in return
Scalability
Value
Finding High PageRank Pages
Google Directory
• Pulls from DMOZ
• Ordered by Google’s PageRank.
Link Building Tools
Yahoo! Site Explorer
Directionally indicativewithin ~50%
Not necessarily followed & in a somewhat random order
SEOmoz Open Site Explorer
Leveraging Social Media
to Create Buzz and Links
Social Media Optimisation
Social Media Value
• PR Channel, much like TV and radio– People use social sites to consume
content– Provide useful content and spread your
message• Customer service channel• Market Testing / Feedback• Oh, and links …
Value of Social Links
• Most do not pass PageRank• However, PageRank is not “all”• Regular social media placements could be
a trust signal– Feeds “query deserves freshness”– However, fades with age
• The true SEO value is in the signal to influential humans that see you there– And the links that they give you!
Wikipedia
• If you can, obtain a profile page on Wikipedia– Links to your site do not pass link juice– Builds credibility with media and others
• Don’t go add it yourself!– Against Wikipedia guidelines– Become a contributor, add lots of value,
make friends, establish credibility, then suggest it
• Must meet notability test• Suggest relevant category tags• Monitor article changes
Digg / Social News
• An article that makes the Digg home page:– Can get tens of thousands of visitors– Can get hundreds, or thousands of links
• Getting there is the hard part• Create great content
– Use Digg to research other articles on your topic area that have made it
• Target the audience (13 to 28 year old males)
• Befriend or hire a top Digger
Digg Guidelines
• Strip away commercial links while promoting on Digg
• Friend popular Diggers. Better yet, get a popular Digger to submit your story.
• Craft a killer title using this formula from Muhammad Saleem: number + adjective + key phrase– E.g. “13 Most Chilling Haunted Hotels”
or “16 Incredibly Unconventional Hotel Rooms”
StumbleUpon
• Build relationships / subscribers• Use “Send to” function in toolbar
• Subscribers will view your stuff• Always get some traffic• If it becomes popular … Traffic will be
immense
Happy days for these pages
...and if you need the proof
YouTube
• Post great videos on YouTube• The videos on YouTube get most of the
links• Consider developing additional videos that
you show on your own site• Consider creating a microsite and making
the microsite URL your username.• Run a contest and recruit popular YouTube
users to enter. Their submission will get pushed out to all their subscribers
• Add 3 links to your public profile• Search for influencer’s LinkedIn profiles
– Use InMail to contact them– Much higher open rate than e-mail
• Add a LION (LinkedIn Open Networker) or two to your network. – Use the TopLinked.com list. (
http://www.toplinked.com/top50.html)
• Create a fan page or group or both• Use fan pages to build long term
relationships– Fan pages get indexed– Use Facebook ads to build audiences
faster• Use groups for quick discussions and viral
activity– Groups are limited to 5000 members
• Customize your fan page or group• Update regularly!
• Pick a good account name (memorable)• Customize your background• Follow people with lots of followers
– Many will follow you back– Now you have a channel for your tweets– Cater to that channel!
• Use hash tags for Twitter search• Include URLs and references where
appropriate• Contribute regularly
Blogs• Write unique and compelling stuff• Interact with other bloggers.
– Comment on their blogs– Link to their good stuff from your blog– Get to know them– DON’T SPAM them
• Build an audience through these relationships
• In time, people will link back to you
Proceed with Care!
• Social communities do not like to be “used”
• People in the communities take action• So do the social media properties
themselves• Play nice!• Be a member of the community• Contribute to the community• And it will pay you back
