The Value of Link Building

in Online Marketing

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Confusion abounds…Links are dead!

Link Building is DEAD!

Link earning is the new path to glory

Content Marketing is the deliverer

Content Marketing=Link Building

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Penguin Changed Link Building

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With all the white noise it’s hard to know what to do and who to trust.

Do links still matter?

Will they continue to matter?

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“It turns out that backlinks, even though there's some noise and certainly a lot of spam, for the most part are still a really really big win in terms of quality of search results.”

Links Matter!

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“Links are clearly an important signal about the importance of your content.” SMX West 2014

Amit SinghalGoogle Search

Chief

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Links Still Matter….A LOT.

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Links also provide numerous benefits beyond search:

• Referral traffic

• Branding

• Building authority/trust

• Building relationships

• Promotion

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Link Building vs. Link Earning

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What is Link Earning?

Your site/content is so good, you don’t have to promote it. People will link to you anyway.

LinksIt’s hard to get great links without great on-site content

= Quality of on-site content

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Basically…link building is…1. Find Target

Site

2. Ask For link

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Basically…link building is…

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Semantics: Natural Links & Link Earning It’s not wrong or unnatural to ask for a link. SEO is marketing.

Good marketing requires strong promotion. SEO is no different - ask for links.

Editorial discretion means a built link is still earned - they choose to link.

More Confusion…• Content marketing is THE

answer• Links should pour in with great

content and PR?

• What is the relationship between content marketing and link building?

• Content marketing = link building

• Do I need to worry about link building?

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Not the same. Not even close.

Link Building & Content Marketing

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2 sides of the same coin.

Link Building & Content Marketing

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CM = Going out of your way to craft great content.

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LB = Going out of your way to get links.

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To realize the full potential of content,link building and content need to work

together

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Leverage your great content with link building research, outreach, and promotion

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Link Building complements other online marketing strategies

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•Social media

•Public relations

•PPC

•Email marketing

•Etc.

For more on how, read this article http://www.searchenginejournal.com/link-building-complements-online-marketing-strategies/118777/

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Simple Ways to Get Links With Content Marketing

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MentionsPeople are talking about your brand/business.

• Brand name• Keywords• Images

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QUICK BREAKTake a moment and answer the following poll question.

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Other Marketing to Leverage for

Links

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• This content garnered more page views than we have ever had.

• Content was given to us.

• Has more links than the whole site.

Interview experts and others

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Manual Promotion

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Reach out to:

● Resources● Your Audience● Influencers

Competitor Analysis

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The benefits:

● Great source for link prospects● A better understanding of how to rank● Content ideation

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Get the links you deserve!!!

TheTakeawaysLinks are still the core of the algorithm

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TheTakeawaysLinks have benefits beyond search

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TheTakeawaysLink building is manual promotion

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TheTakeawaysLink Building & Content Marketing are not the same thing

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Link Building Supercharges Your Content Marketing

TheTakeaways

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Link Building complements other online marketing strategies

TheTakeaways

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Jon Ball

Page One Power

@linkbuildingjon

www.pageonepower.com

Thank You!

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