Link Building Tools and Techniques

Citation preview

Link Building: Still a Holy Grail?  “ Not the fast and the furious style but I am  having a second thought…” having a second thought… Gary Viray G Vi http://www.garyviray.com

Aaron Wall of SEOBook.com Aaron Wall of SEOBook.com “Link Building... Time‐intensive.  Frustrating. Sometimes confusing. Yet  Unavoidable. Because ultimately, it'ss still  Unavoidable. Because ultimately, it still the trump card for higher rankings.”

Link Popularity Link Popularity – is made up of quality and quantity of inbound links. ***

It is one of the most influential factors for determining how a website performs well in search engine rankings.

K Keyword d Theme Th – made up of anchor texts, phrases used in pointing to your site from g other domains which are detected byy search engines. ****

The closer your keyword theme reflects the keyword optimization profile you used when optimizing your pages, the better your SEO efforts will be. be

****

A comprehensive keyword theme is the heart of overall inbound link quality, which, in its turn, is at the core of a strong link popularity factor.

Outbound links

Inbound link

Reciprocal links

One‐way link

The Batman - Joker Relationship Search Engine reads the number of keywords occurrence in the on-page element like the meta tags, title tags, etc. Web developers used keywords stuffing technique! Problem : The search engines had to find a way to take control over the spammers! Search Engine started to give more and more weight to the elements out of direct control of a Web page creator. Search engines made the assumption that the greater the number of links from other sites pointing to a website, the more popular p p the website and therefore the higher g q quality y resource. Website owners figured out many ways to get links pointing to their sites. Whoa!!!! LINK FARMS. Link farms are pages made up of long lists of unrelated links.

The Batman - Joker Relationship

Search engines gradually shifted away from estimating the link quantity and started to assign a quality factor to each of the links pointing to a website website.

Now websites that have a

higher number of high quality

links are looked upon favorably by the search engines

Link Quality Link Quality Factors: * PageRank of the site providing the inbound link * Relevance of the content of the linking site to the content of your site *R Relevance l off words d used d iin th the anchor h ttextt off th the lilinks k tto th the content t t off your page that the link points to gp page. g The lower this number,, the more * Number of other links on the linking valuable the link Links pointing to your site from a low ranking, low traffic and unrelated website are nearly worthless worthless.

Link Quality One-way link mostly influences your link popularity. Site 2 Site 1

One‐way  link Sometimes it is assumed that outbound links might decrease a website's link popularity. This is wrong. While outbound links do nothing to increase your link popularity popularity, you do not give away any link popularity when you link to another site.

Link Quality Reciprocal p links can add to your y link p popularity p y if the website that yyou exchange links with has higher link popularity than your site.

Reciprocal links

However, reciprocal links are not as powerful as inbound one-way links, because the search engines assume such links are produced in an artificial manner as a result of link exchange. exchange

Link Building Tips WARNING! Do not add your link to a large link list. Important search engines like Google recognize this and don't count these as inbound links. In fact, your rankings may even be damaged as a result. Do not link to a website just because of its high Google PageRank. When you link to the sites with a high PageRank that means nothing for your own rank. However, if it is a professional resource with valuable content for your visitors, you should definitely link to it!

Link Building Tips

What you should remember! The best and most effective way of increasing your search engine ranks is working to improve your website's link popularity. -Get Get as many inbound, inbound one one-way way links as you can from quality sites and directories. -To get the best quality inbound one-way links, your site needs to provide valuable content, then request a link from sites similar to yours. Increasing link popularity is a time-consuming and sometimes frustrating process. process But it is definitely worth the time and effort when you see a dramatic increase in traffic.

Google PageRank

The actual formula based on Google official paper for PR is as follows:

PR(A) = (1-d) + d (PR(X1)/C(X1) + ... + PR(Xn)/C(Xn)) where X1...Xn are pages all point to page A. d is a damping factor which can be set between 0 and 1. Google usually sets d to 0.85. C(X) is defined as the number of links going out of page X.

Google PageRank

A site with a high PR but a large number of outbound links can nullify its own impact on your PR ( ) PageRank (+) age a Æ get as many a y links s to you your site s te from o pages with t a high g PR a and d a low number of total links. Obtain as many links pointing to your site as you can, no matter what their PageRank is is, as long as they are ranked ranked. It depends on each specific case which variant will get the best out of the PR formula.

Google PageRank Toolbar PageRank  (log base 10) 

Real PageRank 

0 

0 .15 – 10 

1 

100 – 1,000 

2 

1,000 – 10 , 000 

3 

10,000 – 100,000 

4 

100,000 – 1,000,000 

5 5 

1 000 000 – 10,000,000  1,000,000  10 000 000

6 

10,000,000 – 100,000,000 

7 

100,000,000 – 1,000,000,000 

8 

1,000,000,000 – 10,000,000,000 

9 

10,000,000,000 – 100,000,000,000 

10 

100,000,000,000 – 1,000,000,000,000 

Google Golden Triangle  100% of the views and 85% of the clicks 100% of the views and 85% of the clicks

GET LINKS GET LINKS

CREDIBLE creating a good content creating a good content Syndicate your link bait Syndicate  your link bait

B Be 

i in 

GET LINKS GET LINKS Tap the 

Bl Blogosphere h use

directory listing

Topic‐specific directories

GET LINKS GET LINKS Submit optimized content to 

Article Directories Article Directories

create press releases press releases

GET LINKS GET LINKS

Free Links

GET LINKS GET LINKS

Paid id Links

GET LINKS GET LINKS

Interact

and attend Conferences

forums

Actively join Actively join 

• use forum signatures • get support from the community

GET LINKS GET LINKS

Link exchange Link  e change • Sites with low PageRank will not harm your PageRank • Exchange with inter‐related sites Exchange with inter related sites • Place links not more than 100 links/page (according to Google   Webmaster Guidelines) • PageRank is vital but most importantly the traffic of the site  g p y because it will naturally pass‐on traffic to your site. (Alexa.com)

GET LINKS GET LINKS

Execution of the Link exchange is  f th Li k h i CRUCIAL • Make a link directory (not more than 100 entries per page) • Build a list of your potential link partners  • Place a link to them in your directory beforehand.  • Once refused a reciprocation, remove the link in favor of interested link  partners. • Personalize email must be sent that includes the reason of interest for  the link exchange. 

GET LINKS GET LINKS

Blog Comments  g and testimonials • “dofollow” comments are good however; even a “nofollow” link is  equally important because Yahoo and MSN simply ignore the “nofollow”  tag. tag • Make sure to vary your anchor texts as well as your URLs.  • Try to include you secondary anchor texts and subpages.  • Choose relevant sites Ch l t it • Make sane comments so as not to be treated as a spam.  Note: Akismet is a good spam comment blocking plugin. 

GET LINKS GET LINKS

Create a Blog and  Bl d Blog Directories Blog Directories

S b i i Submit it to 

3 –way Link Exchange

Track the  Track  the competitors using competitors using the search engines  https://siteexplorer.search.yahoo.com/search?p=http%3A%2F%2Fwww.garyviray.com&fr=sf p p&bwm=i

66,439

Slow Link Building

Fast Link Buildingg

A > B ‐ when the “real” link score is lower than the “fresh” link score ‐ usually happens in  case of crappy comment / forum signature / reciprocal / unrelated links. A ≈ B ≈ B ‐ when the two link values are approximately equal. We will usually not see a  when the two link values are approximately equal We will usually not see a significant change in locations due to the switch between these two values. A  B >B

#1 67,024

#2

90 353 90,353

A≈B 66,439

#7 70,975

#6

A