link building for seo
TRANSCRIPT
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Link Smarter, Not Harder: Squeaky Clean Link Building that Works
by Rhea Drysdale, Outspoken Media, @Rhea
Tweet with Mozinar attendees: #mozinar
Technical problems or feedback:Please email [email protected]
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March 2013
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Hi!Rhea DrysdaleCEO, Outspoken Media
Links…
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Previous mozinar on Online Reputation Management: Branding for SERP Domination
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Today, let’s talk about what Outspoken Media does…
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But first, 2012 was hard on SEOs
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We can no longer focus on a single link building method!
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We must diversify and
build brands.
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However, brands aren’t immune to updates.
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http://bit.ly/seo-metrics-that-matter
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THE PROBLEM
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Company x says they want to:
Increase online
sales by 20%
SEO SOCIAL
Increase online
sales by 20%
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What happens in 6 months:
SEO SOCIAL
Google Penguinfor YOU!
Manual penalty for YOU!
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Because what they heard was:
More links! More mentions!
SEO SOCIAL
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And what they did was:
Link building:100 PR3+ links
40 sponsoredposts on mom
blogs
SEO SOCIAL
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When they needed to:
Communicatewith social
Communicatewith SEO
SEO SOCIALEXECS
Don’t forget
us!
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They were missing the most important metric:
BUSINESS OBJECTIVE
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And the primary business objective is
ALWAYS…
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Primum non nocere
“FIRST, DO NO HARM!”
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Hippocratic Oath
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How do you avoid being a snake oil salesman?
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NO MORE EXCUSES!
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http://bit.ly/link-building-strategies-xls
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Timeframe
Resources
Expected Value
Smart link builders account for:
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Business
objectives
Timeframe
Resources
Expected Value
Smart link builders account for:
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LINK BUILDING IS ONLY LIMITED BY CREATIVITY & RESOURCES
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We don’t need fancy tools, but we do need
our brains and priorities in alignment.
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99% of the time, these tools are fine:
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THE TOOLS
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Anchor Text Diversity970 backlinks232 referring domains
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Anchor Text DiversityBranded anchor text
…ALL THE LINKS!
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13 Ways to Use Fresh Web Explorer
1. Reclaim backlinks. 2. Build relationships. 3. Respond to customer service issues. 4. Spot trends and seasonal change. 5. Conduct a competitive analysis/needs assessment. 6. Build collateral for your brand. 7. Find customer reviews/testimonials. 8. Understand social reach. 9. Audit brand usage. 10. Audit other department/agency activities. 11. Find paid links. 12. Audit sponsored posts. 13. Find negative SEO. 14. Hat tip to Ruth Burr: Locate scraped content.
http://bit.ly/13-ways-fwe
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Want more tools and tips?
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DO YOUR HOMEWORK
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http://bit.ly/effective-link-bldg Mozinar by Justin Briggs
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http://bit.ly/future-link-bldg Mozinar by Rand Fishkin
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IDEA GENERATION PROCESS
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Smart link building isn’t about link quotas and
quick wins.
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It’s about thinking like a business owner and understanding their
audience.
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Step1
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What problem is the business trying to solve?
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Mission Statement / Purpose
At Eco Baby Daycare, it is our mission to provide high-quality care for your “whole” child in a safe, healthy, holistic environment. We believe in creating a peaceful environment that allows each child to learn through hands-on experiences with the world around them. We believe we have a responsibility to nurture feelings of trust and security through warm and respectful interactions with each child. We commit the energy, patience, and love required to meet the needs of children socially, emotionally, physically, and cognitively. We seek to do this through a calm, clean, child-centered environment that encourages self-discovery.
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Problem they’re trying to solve:
Safe child careHands-on educationBuild trust and securityEco-friendly environment
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Step2
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Does the website have content to address these problems?
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Eco-friendly environment?
http://ecobabydaycare.com/sample-page/
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Safe child careNOTHING!
Where are the:• Safety procedures• Policies• Evacuation info• Bad weather• Safety drills• CPR certifications
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Build trust and security
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Hands-on Education
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Where is the information on:
• Communication beyond sign language for infants
• Sign language type and which signs are taught
• Hands-on learning techniques• Pre-school/kindergarten preparation
Socialization techniques
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Is there sufficient content to address these
needs?
No!
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So, how does Google know what the site is
about?
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Step3
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Who is the website trying to reach?
Guardians Employees/Partners
Industry
Community
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Step4
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Does the website have content to attract these groups?
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Parents/CaregiversSite caters to customers entirely
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Potential employees/partners
NOTHING!
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IndustryNothing!
Where is the information on:– References/knowledge base– Credentials/accreditation– Child care industry news – Upcoming events/professional
development
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Community
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Is there sufficient content to address these
groups?
No!
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So, why would someone link to the site?
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Now it’s time to brainstorm… a LOT.
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Step5
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BRAINSTORM AUDIENCE SEGMENTShttp://bit.ly/content-based-outreach
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Green
Caregivers
Lifestyle
Special needs
Faith-based
Style-based
Disabled
Speechdisorde
r
Allergies
Cognitive
disorder
Helicop-ter
Tiger
Working
parents
Single parent
s
LGBTAdoptive
Free- range
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Employees/Partners
Vendors/Suppliers
Referrals
Potentialemployees
Current employees
OBGYN
Pediatri-cians
Doulas
LCs
Food supplie
r Therapy
Fitness
Diaper service
Toys/activitie
s
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Industry
Industry events
Child care
services
Media
Online industry
Associa-tions
Gov’t groups
Orgs
Other daycare
s
Bloggers
Social media
Confere-nces
Awards
GroupsWebinars
Online reviewer
s
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Community
Local businesses
Colleges
Local groups
Continuing education
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Step6
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Developbusiness
strategies informed by link building
potential.
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CAREGIVERS / PARENTS
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Working
parents
Single parent
s
LGBTAdoptive
Lifestyle
Green
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GUEST POST ON TEACHING KIDS TO GO
GREEN
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Notice the dates—no recent guest posts, but build the relationship up!
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Faith-based
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LOCAL DIRECTORY OF RELIGIOUS & LIFESTYLE
SUPPORT GROUPS
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Helicop-ter
Tiger
Free- range
Style-based
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HOST A PARENTING STYLE DEBATE
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Find parenting networks in your area. Great! They list “other events.”
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These are followed, unbranded anchor text backlinks from a trusted source!
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Disabled
Speechdisorde
r
Allergies
Cognitive
disorder
Special needs
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INFOGRAPHIC: INFANT NUTRITION & BRAIN
DEVELOPMENT
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INFANT FOOD ALLERGIES CHECKLIST
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VENDORS / SUPPLIERS
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Food supplie
r Therapy
Fitness
Diaper service
Toys/activitie
s
Vendors/Suppliers
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VENDOR TESTIMONIALS & CASE STUDIES
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OBGYN
Pediatri-cians
Doulas
LCs
Referrals
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HOST Q&A SERIES WITH INDUSTRY EXPERTS
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ASK FOR INCLUSION ON THEIR SUPPORT
SERVICES
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Current employee
s
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DEVELOP INDIVIDUAL EMPLOYEE BIO PAGES
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Potential employee
s
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POST JOB OPENINGS & CAREER DESCRIPTIONS
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Generic job postings
Industry-specific
Local job postings
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INDUSTRY
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Confere-nces
Awards
GroupsWebinars
Industry events
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SPEAK LOCALLY & NATIONALLY
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Associa-tions
Gov’t groups
Orgs
Other daycare
s
Child care
services
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JOIN INDUSTRY ASSOCIATIONS & ORGS
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National associations
Local associations
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Bloggers
Social media
Online reviewer
s
Online industry
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LIST FAVORITE BLOGS & SOCIAL MEDIA USERS
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Media
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COMMENT ON RECENT NEWS
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COMMUNITY
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Local businesse
s
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GET LISTED ON VENDOR WEBSITES
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Colleges
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POST INTERNSHIP OPENINGS ONLINE
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Continuing
education
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HOST CLASSES FOR PARENTS-TO-BE
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Local groups
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SPONSOR LOCAL EVENTS & GROUPS
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Step?
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INTERNAL DATA DISCOVERY
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1) Infant communication and the benefits of sign language
2) Going green and infant health
3) Cost analysis of a green day care
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LINK RECLAMATION
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CONDUCT AUDITS REGULARLY
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Always remember the SEO’s Hippocratic Oath
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