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A look at the role that link building needs to play in search marketing campaigns
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Is Link Building Still Crucial, Or A Waste of
Time & Money?
David Naylor
15th May 2013 – SMX LONDON
Is link building still crucial for SEO?
…actually, was it ever?
NO!
…it just made things easier!
• ‘Over-cooking’ anchor text• Comment spam• Forum spam• Article spinning• Link networks
So what’s crucial now?
Link clean-ups!
Reprofiling Removing
Readjusting RebalancingRethinking!
Social signals…Really?!
How are Google counting these?Why would Google trust RT’s / Likes?
I could buy you a million ‘Likes’!*
*Come see me after
So what now?!
Become a BRAND!!!I’ve been saying it since 2009!
A bit about Brands
Google+
Google Local
PPC
Trust Signals
Increased volume of search for your brand name
Are you ticking all the boxes for Google?
Creating a Brand - SEO
Demonstrating thought leadership (white papers)
Regular and consistent media engagement
Demonstrating innovation and “first to market”
Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Creating a Brand – PR via 10Yetis
Why create a Brand"Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“
And the Brands listened!
Brands are the ProblemGoogle’s Mr Singhal calls this the problem of “brand recognition”
Where companies whose standing is based on their success in one area,
use this to “venture out into another class of information which they may not be as rich at”.
Brands are the Problem
Content Marketing
Google still want great content that people will
link toA.K.A.
Content Marketing Bullshit
Content Marketing has been around forever!
It’s just another Buzzword!
You Can’t Make This Stuff Up!
* We think they might have made it up
Examples of Content…
http://www.bbc.co.uk/news/business-15748696
blog.interflora.co.uk/interflora-valentines-day-survey-infographic/
Embed link :www.interflora.co.uk/category/valentines-gifts
Matt Cutts on Infographics…Last summer Google’s
Matt Cutts said that he:
...would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree. The link is often embedded in the infographic in a way that people don’t realise, vs. a true endorsement of your site”.
Examples of Content…
www.interflora.co.uk/category/valentines-gifts
Examples of Good Content…
http://www.bbc.co.uk/news/business-15748696
Content isn’t all LOL Cats
But the internet loves a Grumpy Cat
Hate Bait
Why women hate me for being beautiful
www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html
Brand BuzzASOS yellow dress
www.google.com/trends/explore#q=ASOS%20yellow%20dress&date=today%2012-m&cmpt=q
Brand Buzz
What does it take
Interesting?
Controversial?
Thought provoking?
So what does it take? Is it…
Engaging?
Thorough?
Data driven?
nobody wants to know what two things they should put on their
fish & chips…
Still haven’t found one site ranking without any “unnatural” links
Disavowing / removing bad links can help rankings – clean-ups!
Still need to go out and “encourage” people to link to your content
Brand signals alone won’t make you rank, but helps
But …
Thanks for listening@davenaylor
www.bronco.co.uk