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3 PENGUIN-PROOF
LINK
BUSINESS BUILDING
STRATEGIES
#
Thom Disch
HandiRamp
@ThomDisch
#SMX #11B
October 1, 2013
#
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Thom DischCEOwww.handiramp.comwww.stoptheslip.comtdisch@handiramp.com847-247-2350
2#SMX #11B @thomdisch
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Who can clearly explain a penguin penalty?
How many people here have seen penguin penalties negatively impact their website(s)?
Who has a competitor that is violating “penguin rules” but still sees that competitor ranking well in the SERPs?
@thomdisch 3#SMX #11B
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Links are the currency of the search engines Getting links is hard work Google wants you to get links without trying
to get links
Natural Linking
Link building is discouraged
Scary
Even negative
@thomdisch 4#SMX #11B
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I’m not going to clear up any of the confusion I’m not going to give you any new insights
into Google I’m not going to bring you any fairy dust to
make your site rank better
. . . I save all the fairy dust for my own sites.
@thomdisch 5#SMX #11B
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I am going to share with you three content creation strategies that have generated “natural” links for us We get links from dot orgs We get links from dot govs We even get links from our competitors
Including three examples of how we have implemented these strategies
Finally, I am going to give you one Google approved “trick” that will provide you with the easiest link (maybe links) you will ever obtain.
@thomdisch 6#SMX #11B
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@thomdisch 7
What does Google want?
Because it benefits them in some way Money
Why will someone link to your site?
#SMX #11B
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@thomdisch 8
Why will someone link to your site?
How does Google want
the algorithm to work?
To provide the best user experience
possible
Because it benefits them in some way
#SMX #11B
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@thomdisch 9
Why will someone link to your site?
How does Google want
the algorithm to work?
To provide the best user experience
possible
Because it benefits them in some way
In Sync
#SMX #11B
?
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@thomdisch 10
Why will someone link to your site?
How does Google want
the algorithm to work?
To provide the best user experience
possible
Because it benefits them in some way
Conflict
#SMX #11B
?
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Link exchanges / link networks Paid links
Links from advertising
Links in exchange for anything of value
Unrelated content links Blog posting spam Article and Press Release spamming
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#SMX #11B @thomdisch 12
1) Develop
Strategy
(Market Need)
2) Create
Compelling
Content
3) Promote
Content
Your Market
What makes your company great?
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#SMX #11B @thomdisch 13
Pray
Final Step
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When ever I’ve gone to conferences I always get a lot of theory and not enough real world examples
Here are three examples of how we applied this to our link building program
#SMX #11B @thomdisch 14
web development / marketingprogram
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HandiRamp is a manufacturer and distributor of products serving three primary markets Wheelchair ramps and lifts for people with disabilities
B2C home needs; B2B meeting ADA regulations
Ramps for material handling needs B2B providing solutions to material handling challenges like yard
ramps, dockboards, etc
Non slip safety treads and nosings New product introduction and awareness
B2B and B2C providing a unique solution to slip and fall risks
@thomdisch 15#SMX #11B
I will show you a strategy for each of these very different markets
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1) What does our disability market need?
Wheelchair ramps and lifts for people with disabilities
Insurance does not pay for any home modifications
Many people call us without any financial resources to pay for our products
These are people in need but they are not prospective customers
Ultimately these individuals need a donation
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2) Create compelling content to serve that need
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When setting up a Google alert to find prospective projects we discovered news stories on organizations that have volunteers who build ramps for free for people in need
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2) Create compelling content to serve that need
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The problem was that these articles were only available for a few weeks and then they were gone.
No directory is kept of organizations that are doing this
#SMX #11B
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2) Create compelling content to serve that need
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So we started collecting these news stories and from the results we created a directory of these organizations.
#SMX #11B
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3) Make people aware of that content
We sent out a press release, and
Did an email blast to about 4000 not-for-profits, community service organizations and government agencies
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@thomdisch 23
Our Webmaster Tools account has more than double the count shown here
#SMX #11B
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What does your company know better than anyone else
Become the published expert in an area that is important to your market
That information needs to be unique
Publish that content on your website
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HandiRamp is the largest retailer of yard ramps in the world
We are the experts in this category
We do everything from selling new yard ramps to reselling used ramps to renting and leasing yard ramps
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1) What does our material handling market need? Information relating to buying, renting and using a
yard ramp Our sales people are generating content every day
When they communicate with customers
Capture this content by using a blind email address
We as a company benefit by being perceived as the experts
The “Made in the USA” opportunity
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2) Create content that meets that need
#SMX #11B
www.HandiRamp.com/yardramps/
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The enemy of my enemy is my friend
One competitor has started to import an inferior ramp from China that can be sold for about 20% less than USA products
The “Made in the USA” opportunity
Plays into a positive market image
By reaching out to the other competitors and distributors I have been able to obtain links to this one page from our competition
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3) Make people aware of that content
We sent out a press release to manufacturing associations
Email blast to about 800 of our dealers and support organizations regarding the Yard Ramp Knowledge Base
Called the people who have a similar concern about an imported yard ramp threat
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We are kicking off the
StopTheSlip.com project
as a part of this presentation
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So you actually get to see how the sausage is made
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1a) What is the “Market Need”?
Reduce slip and fall injuries
Increased awareness of the problem
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#SMX #11B @thomdisch 32
Slips and falls cause over 20,000 deaths in the USA annually.Source: Center for Disease Control
Slips and falls are the 7th leading cause of death in the USA.Source: National Safety Council
Slips and falls kill 5 times as many people as the flu does every year.Source: Bureau of Labor Statistics
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Slips and Falls are the number one reason people visit the emergency room.Source: Center for Disease Control
95 million workdays are lost due to slip and fall accidents every year. Source: Liberty Mutual Insurance
59% of all general liability claims in 2012 were for slips, trips and falls.Source: CNA Claims Processing Data
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1b) What can HandiRamp do to fix the problem?
Developed an improved solution to the slip and fall problem
Web Development Project
Increase awareness of the problem
Give participants the opportunity to solve a problem (for free)
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Consumers submit videos of the worst slip and fall location they have experienced
This can be for any public place, government office, library, park district trail, even a condo association
We will fix a problem
Once every 90 days we will select the five best slip and fall projects. Then we will let the public vote on which problem Handi Treads will fix for free.
@thomdisch 36#SMX #11B
StopTheSlip.com
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Where do you look for this link?
It is already on your site
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Go to your Google Webmaster Tools account Click Crawl
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Click Crawl Errors Click on Not Found
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Click on a specific 404 error
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Click on “Linked from”
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If internal fix link; If external reach out to the webmaster and ask them to fix the error.
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If you can’t get the webmaster to fix it you can always create a page and 301 it to the appropriate page
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If internal fix link; if external reach out to the webmaster and ask them to fix the error.
Every 404 leaks link juice off of your site.
@thomdisch 43#SMX #11B
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Thom DischCEOwww.handiramp.comwww.stoptheslip.comtdisch@handiramp.com847-247-2350
44#SMX #11B @thomdisch
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http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
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#SMX #11B@thomdisch 45