link building campaigns: 5 foundations for success
Post on 11-Jan-2017
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Link Building Campaigns: 5 Foundations for
SuccessBy Colby Stream
#SEJThinkTank@PageOnePower
Project Manager at Page One PowerMarried, miniature poodle owner,Enjoys home-brewed beers, Loves re-run marathons of “Doctor Who”.
#SEJThinkTank@PageOnePower
Colby Stream @ColbyStream
1.In-house Individual2.Independent Contractor3.In-house SEO/Marketing Team4.Independent SEO/Marketing
Agency
Poll 1What best describes the scale
of your SEO efforts?
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Link Building Campaigns: 5 Foundations for
SuccessBy Colby Stream
#SEJThinkTank@PageOnePower
FOUNDATION #1Link Building is an
Upfront Investment
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1.Link Building is an Upfront InvestmentIn Time
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● First 30 days○ Gathering the contact name and
email of sites where you want a link.
○ Sending initial round of emails.○ Writing articles for publication.
1.Link Building is an Upfront InvestmentIn Time
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● By day 90○ You will have built your first 20-
30 links.○ Google will have indexed and
started attributing value from those links.
○ You will see little movement in rankings and traffic.
1.Link Building is an Upfront InvestmentIn Time
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● By 6 months○ You can expect to see increases
in ranking and traffic, depending upon your level of competition.
1.Link Building is an Upfront InvestmentIn Personnel
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● You need someone to train and manage the project.
● You need more than just a link builder. You need:○ Technical SEO Expert○ Content Creation Expert○ CRO Expert○ Research Expert
1.Link Building is an Upfront Investment
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● Pro Tip: Communicate this mindset and expectation to the decision makers in your business.
I hope someone told them it’s going to take
six months to see lasting results.
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FOUNDATION #2 Get Your Website
Link Building Ready
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● Check Technical SEO○ Are you indexed? Plug site:[url] into Google○ Are your Title Tags / Meta Descriptions
Optimized?○ Does Google show Crawl Errors in Search
Console?
2. Get Your Website Link Building Ready
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● Check Technical SEO● Link Internally
○ Pull all URLs from backend files○ Use Screaming Frog to identify orphaned
pages
2. Get Your Website Link Building Ready
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● Be Indexed● Link Internally● Built Top-of-the-Funnel Content
○ Content must look and be authoritative
2. Get Your Website Link Building Ready
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Just found out my new client’s site has crummy content
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FOUNDATION #3 Understand Which
KPIs Matter
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● Good campaign metrics○ Ranking increase across several keywords
■ Keeping landing pages in mind
3. Understand Which KPIs Matter
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● Good campaign metrics○ Ranking increase across several keywords○ Number of average links across several months
3. Understand Which KPIs Matter
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● Good campaign metrics○ Ranking increase across several keywords○ Number of average links across several months○ Traffic increases
■ Google Analytics■ Third-Party Tool (suggest Piwik)
3. Understand Which KPIs Matter
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● Good campaign metrics○ Ranking increase across several keywords○ Number of average links across several months○ Traffic increases○ Leads resulting from traffic
3. Understand Which KPIs Matter
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● Subpar campaign metrics
3. Understand Which KPIs Matter
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● Subpar campaign metrics○ Domain Authority increases
3. Understand Which KPIs Matter
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● Subpar campaign metrics○ Domain Authority increases○ Bounce Time & Time On Site
3. Understand Which KPIs Matter
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● Subpar campaign metrics○ Domain Authority increases○ Bounce Time & Time On Site○ Ranking of one high-value, very competitive
keyword
3. Understand Which KPIs Matter
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● Good link metrics○ TrustFlow & CitationFlow
3. Understand Which KPIs Matter
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● Good link metrics○ TrustFlow & CitationFlow○ Website Presentation
■ Is it too advertorial?■ How well designed is the website?■ How well is the content written?
3. Understand Which KPIs Matter
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● Good link metrics○ TrustFlow & CitationFlow○ Website Presentation○ Engagement
■ Onsite & Social
3. Understand Which KPIs Matter
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● Subpar link metrics○ Any metric that you designate a “make it or
break it” metric
3. Understand Which KPIs Matter
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● Subpar link metrics is any metric that you designate a “make it or break it” metric.○ Domain Authority○ Number of links in articles○ Alexa Rank○ PageRank
3. Understand Which KPIs Matter
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Hey guys!
What’s a K.P.I. ?!?
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FOUNDATION #4 Great Link Building
Involves More Than Link
Acquisition #SEJThinkTank
@PageOnePower
● Regular meetings and feedback between:■ Internal Upper Management and the
person overseeing the campaign■ The person overseeing the campaign and
the link builders■ Other departments and the link builders
4. Great Link Building Involves More Than Link Acquisition
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● Regular meetings and feedback● Integration with PR and other departments
○ Link building absolutely cannot take place in a vacuum
4. Great Link Building Involves More Than Link Acquisition
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Let me explain
when I say
more.
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FOUNDATION #5 Links find their
own level
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● You won’t be able to consistently or effectively build to product pages.
5. Links find their own level
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● You won’t be able to consistently or effectively build to product pages.
● You will need to offer sites a compelling reason (a value proposition) to link to you.
5. Links find their own level
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● You won’t be able to consistently or effectively build to product pages.
● You will need to offer sites a compelling reason (a value proposition) to link to you.
● This means you need to consistently make your site better to get better links
5. Links find their own level
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But I thought
D.A. meant everything
.#SEJThinkTank@PageOnePower
1.Real Lasting Results Take Time 2.Your Website Must be Link
Worthy 3.Understand Which KPIs Matter4.It’s More Than Just Link
Acquisition5.Links Find Their Own Level
RECAP
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1.Link building services2.White label agency services3.Link building training program4.Not at this time
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Poll 2Would you like to learn more about
Page One Power?
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Q&AModerated By
Brent Csutoras
@BrentCsutoras
Managing Partner & Chief Social Media Strategist, Search Engine
Presented By
Colby Stream
@ColbyStream
Project Manager, Page One Power
All background images used via Unsplash: licensed under Creative Commons Zero.Presenter photo courtesy of Page One Power.
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