Strategic
Link Building:
Is this love that I’m feeling?
Point It Digital Marketing
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Toolbox Blog
on the
#PI_LinkBuilding #seo
About Point It
Our Clients
Today’s Presenters
Sean Van Guilder
Point It Digital MarketingDirector of SEO
About Presenter
20+ Years of internet marketing experience. Worked for companies such as Microsoft, MSN, and WONGDOODY. Likes tennis and golf.
@SeanVanGuilder
Maureen Jann
Point It Digital Marketing
Director of Marketing
About Presenter
Self-described jill-of-all-trades. 15 years of experience delighting customers and prospects. Does karaoke in a mediocre fashion.
Agenda
1
2
3
4
Link Building Foundations
Link Building + Content Strategy
Link Building + Tech
Section 1
Link Building
Foundations
Link Building History
Then Now
Link Exchange Cross Promotion E-mail Links Requests Social Sharing
Paid Links Organic Link Earning Directory Submissions Curated Lists/Portals
Article Submissions Guest post on highly valued and relevant websites Blog Comments Authentic community participation
Broken Link Building Mine competitor content & do it better Link Networks/Farms Grow social network of influencers
Previously website authority determined by quantity of links Now Google determines authority by quality of links
Why Links are Important
Indexation & Discovery
Increased Page Authority
Increased Brand
Awareness
Increased Rankings
Increased Traffic
Fundamentals of Link Building
SEO
Great Content
Content Marketing
Calendar
Content Curation
Social Media
Backlink Monitoring
Competitor
Research
Analytics
Content Syndication
Section 2
Link Building
+ Content
Link Building Tactics
Create relevant, industry related content posted on domain
www.domain.com/blog Publishing calendar with a
consistent cadence
Use of a core keyword phrase Linking strategy
Blog Articles
Resources at
Use for a visual representation of data
Ideally used as support for a data heavy blog article
Supply embed code for use on other websites, which increases link equity Promote via social media and influencers that already link to your site Leverage existing mailing list
Look at search trends for ideas.
Infographics
Link Building Tactics
i
Some other tactics that can be impactful for attracting links to your articles: Egobait – Mention or reference an industry expert and let them know
Videos – Embedded videos within your website can help increase traffic and time on site
Industry Reports – Demographics and percentages within a specific industry type
In-Depth Guides – How To’s or large concepts
ETC
Link Building Tactics
Resources at
Section 3
Link Building
+ Tech
• Look for plug-ins for your CMS, such as WordPress. Recommend Yoast’s WordPress SEO Plug-in
• Use customized values that are specific to Facebook, Twitter and Google+
Open Graph and Twitter META Tags
Link Building + Tech
Resources at
Link Building + Tech
Backlink Monitoring
• Understand who is linking to your site • Use Google’s disavow tool carefully • Reach out to the website to get the link
removed
• Monitor competition’s backlink profile • CognitiveSEO, Moz, Ahrefs all offer back
link tools for monitoring
Social Media
• Allow for your content to be shared to social media platforms
• http://www.addthis.com/is an example of social sharing options
• Use a custom bit.ly, ow.ly domain • Use social media management tools
such as Hootsuite, Sprout Social, Buffer
Section 4
Bringing It
Together
Google is moving away from backlinks
Future of Link Building
Google is actively trying to do away with using backlinks as a measurement of authority with user engagement and user experience and some measurements of quality user experience include:
•
Mobile Device Usability
•
Click-Through Rate/Bounce Rate
•
Time on page/site
•
Social Shares/Number of comments
•
Conversions
Conclusion
• Link Building, aka Link Earning, takes time
• View as one piece of Digital Marketing
• Incorporate SEO, Social Media, Content Marketing into your overall Digital Marketing Plan
• Have solid performance reporting and monitoring in place
Questions?
A Journey Through
Programmatic Display
May 13th @ 11:00am
Programmatic display can seem complicated. Let Evan and Sherveen, our programmatic display experts, guide you through the
mountains, rivers and valleys of this effective addition to your digital marketing channels.
Register at
http://pointit.co/programmaticwebinar
