link building in a post-penguin world
Post on 17-Oct-2014
18.981 views
DESCRIPTION
My presentation from SES London - what does a link building strategy look like in 2013?TRANSCRIPT
Links were naturally earned & humanly curated
Then this came along…
Also known as…
Quickly followed by this....
And eventually this!
Which caused a few headaches…
Started a few long-overdue clean-ups!
And launched lots of different theories...
The Google Gap is closing
Image source: http://www.searchcowboys.com/
Essentially Penguin is the ‘cousin’ of Panda…
Panda identifies thin/weak content and penalises you for publishing it
Penguin penalises you for thin/weak content which links to you
Phase 1: Demote sites with more content ranking than their reputation has earned
http://uk.blueglass.com/blog/content-auditing/
Pages that have no activity/links/comments/shares are there to manipulate Google’s algorithm
Phase 2: Anchor Text Over-Optimisation Penalities
www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/
Google in 2013 has more data/signals than ever(and they’re using them...)
Google Chrome is #1 Browser in the World
http://mashable.com/2012/05/21/chrome-is-tops/
Google Analytics Has Dominant Market Share
http://w3techs.com/technologies/overview/traffic_analysis/all
Google Reader + FeedBurner = blog data
Google+ is verification network for authors
This means Google essentially knows where, why, who & when content is searched for
WHO links to you could be more important than WHERE it’s from
http://www.recommendedusers.com/authors-writers/
But don’t give up on links just yet!
1) Re-think your metrics of site quality1. Traffic2. RSS Subscribers3. Bounce Rate4. Average no of links per post5. Average no of social shares/comments6. What Would Matt Cutts Do?
2) Analyse if/when you’ve been hit
http://www.panguintool.com/
3) Download all of your links
4) Analyse your anchor text distribution %
5) Analyse link volume vs. referring traffic
6) Analyse topical relevancy of links
7) Compare it against your competitors!
8) Find out what a #1 site profile looks like in your industry & replicate it
Source: www.linkdetective.com
9) Consider removing/disavowing links which don’t match your target profile
10) Create a scalable content strategy to focus on quality production & outreach
Content types include:– Infographics– Infograms– In-Depth Articles/Blog Posts– Videos– Kinetic Typography– Interactive Infographics– HTML5 content – Quizzes– Microsites/Communities– Events
11) Focus on audience & topical relevancy to build a natural & defensible profile