8 Proven Link Building Techniques for 2011

Ben Krull – Sr. Client ManagerMarch 23, 2011

Presentation AgendaLogistics & Introductions

• Being Recorded

• Link to slides will be emailed later this week

• Ask Questions throughout

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• $30 MM in managed media/yr

• 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

8 Proven Link Building Techniques for 2011

Ben Krull – Sr. Client Manager

Link Building Scandals

“Google Penalizes Overstock for Search Tactics” – The Wall Street Journal, February 24, 2011

“The Dirty Little Secrets of Search” – New York Times, February 12, 2011

Link Building Guidelines

• Focus on scalable, creative link building techniques that build lasting value

• Follow all search engine quality guidelines

• Integrated into overall marketing efforts

#1 – URL Redirects

• Maintain the links you’ve already earned with URL Redirects

• Use URL Redirects for:– Outdated content

– Marketing campaigns with vanity URLs or microsites

– Changing domain names

– Re-launching your website

#1 – URL Redirects

• Several types:– Meta Refresh

– JavaScript

– 302 Temporary Redirect (default for most web servers)

– 301 Permanent Redirect

• 301 Redirects are the best type for SEO

#1 – URL Redirects

Free tool:

http://www.seoconsultants.com/tools/headers

#2 – Strategic Partnerships

• Build links via existing relationships with vendors, partners, suppliers, and customers

• Companies want to display these relationships

• Be prepared to link back from your company’s website

#2 – Strategic Partnerships

#3 – Online PR

• Distribute PR to 1000s of journalists, bloggers, and media sites

• Can target by industry verticals

• Cost: $200-$500/release

#3 – Online PR

#3 – Online PR

Optimize press releases for SEO

1. Research and identify relevant keywords for the release (ask your SEO resource to help!)

2. Add your primary keyword at or near the beginning of the headline

3. Add 1-3 secondary keywords to the body copy

4. Include 1-3 links to various site pages

#4 – Contests and Promotions

• Build links while engaging your current customer base or target market

• Hundreds of sites list contests and promotions

• Blogs/Publications often link to relevant contests

#4 – Contests and Promotions

#5 – Social Media Outreach

• Social Media Outreach offers numerous opportunities to build links

• Build ongoing relationships for greatest value

• Industry Examples– B2B: Offer key employees for “expert interviews”

– Retailers: Send products for product reviews

#6 – Cause Marketing

• Cause marketing is a way to showcase social responsibility initiatives

• Partner with a cause that is closely aligned with your product or target market

• Attract links via promoting the cause

#6 – Cause Marketing

#6 – Cause Marketing

#7 – Event Marketing

• Hosting events opens up many link options

• Example: Business Events– http://seattletimes.nwsource.com/html/businesstechnology/bizeventscalendar.html

– http://www2.bizjournals.com/seattle/calendar/

– http://www.seattlebusinessmag.com/seattle-events

• Speak at an event or host a vendor booth to earn links

#7 – Event Marketing

#8 – Embeddable Widgets

• Widgets are tools and resources for use by 3rd-party websites

• Include a link back to your website along with the widget

• Make it easy to embed!

#8 – Embeddable Widgets

Q&A

Ben Krull

benk@pointit.com