link strategies for seo: an semrush webinar

Download Link Strategies for SEO: an SEMrush webinar

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The strategy of your SEO linking can make or break your results in Google - especially today!

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  • 1. Link Strategies for SEOTodays new world of link engagementJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull

2. ThanksThankssomuchfora.endingthewebinarAndthankstoSEMrushforhos:ng,andforthegreatdataandindustryinsightsSeethisslidedeckonmypageatslideshare.net/JakeAullJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 3. Outline Sitearchitecturelinkplanning Theimportanceofgoodkeyworddrivers Allaboutanchortext Writeforreaders&engagement;notforsearchengines Newanchortextwithrelevance Thedifferencebetweeninboundandoutboundlinks LinksandrelaBonalrelevance Overalldigitalnetworkarchitecture Todaysstrategiccontentmanagers Examplesoflinkengagement QuanBtaBvelinks:SBllhaveanyvalue?Seethisslidedeckonmypageatslideshare.net/JakeAullJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 4. SITE ARCHITECTURE LINK PLANNING PlanyourwebsiteupfrontforgoodlinkingandSEOresults ThepoweroftheFooternavigaBon Linkingthroughoutthesite: Itsoundscumbersome,butplanlinksthrougheverypageandblogpostofyoursiteifpossible.Whenyouwriteupyoursitemap,planwhichpagesyouwanttolinktothenext,andsoonandsoon. Linkplanningdoesntrequirealonglistoflinksonyourwebsitespages! Targetaprimarylink(maybe2or3)toshow,andpushwebusersconBnuallythroughyoursite. Blog/news: ThiscanespeciallyworkfortheblogsecBonofyoursiteyoucanconBnuallylinkto/fromthosepoststodistributelinkjuice. 5. THE IMPORTANCE OF GOODKEYWORD DRIVERS GoodcopywriBngisvitalandcanbeusedinconjuncBonwithgoodkeywords! CopywriBngcanbebuiltonprimarykeywordsforapage/post. FindthejuncBonofreadability,SEO,copyhooksandwebsiteusability Linkbait: GoodwriBngintriguesreaderstoreadonandshareyourlink CTAs: Youneedgoodcalls-to-acBonensureyourreadertakesthenextstepandlinkstowhereyoudrivethem! 6. THE ROLE OF ANCHOR TEXT Beobservantofyoursitespages.Eachpages/postscopyisideallybuiltaroundoneprimarykeywordphrase. ItusedtobethatwhenPageAlinkedtoPageB,thelinkwouldbewrienwiththeanchortextofPageBskeywordphraseforrelevanceoflinkjuice. (oldexample:Ourwebsitesellsmanychoicesincludingrootbeerflavorlollipopsandothercandies.) LinkstrategiesforanchortextwerepreysafeandsoundSEOpracBcesforyears. Butmoreandmoreitsbeencomingtosurfacethatkeyword-richanchortexthasbecomeaflagforGoogletospotpotenBalover-workedSEO. 7. WRITE FOR READERS & ENGAGEMENT,NOT FOR SEARCH ENGINES Inotherwords:sBff,keyword-heavyanchortextrepresentsprofessionalswriBngforsearchengines,ratherthanmarketersorsubjectmaerexpertswriBngforreaders. GoogleconBnuallywantsthelaer-thenaturalwriBngforthenaturalaudience Sowriteforlinkengagement;withanchortextthathashook;CTAsthatpullthereadertoclick.Thinkthatwayfirst,keywordslaterforanchortext,andyourresultsshouldbefine. Forexample:HarryPo.erwasntthefirst:mesomeonethoughttosellnasty-tas:ngcandyflavors! AnotherthingIseerecommendedalotispurebrandnamemenBonsinlinkanchortext.Thatcanthurt. Forexample:CopyCandies.comcon:nuestobeafamilyfavorite. 8. NEW ANCHOR TEXT WITH RELEVANCE PersonallyIwouldsBllliketoseethelinkanchortexthavesomerelevance-maybenotthefocalkeywordphraseforthepageofcopy,butsomesemanBcrelevancenonetheless-weareintheeraofthesemanBcwebaaerall. Soforexample:Whileallthecandyflavorsonthiswebsitearepopularwithcustomerstoday,historicallysarsaparillawasthesodapeoplerequestedmostinstoreswhichsoldourcandiesahundredyearsago. Howlongistoolongforanchortext? Webusability Readability GoodSEO 9. THE DIFFERENCE BETWEEN INBOUND &OUTBOUND LINKS BacklinksvsReferrals Inboundlinksvs.Domainsvs.IPaddresses noFollowcommandsincodewhatdotheydo? noIndexcommandsincode Dontbuylinks!!! (andrememberadsarenotorganicbacklinks) Backlinksmetricssuchasauthorityandtrust:andwhentowritedisavows TowhatdegreeshouldyoucreateyourownBacklinks?Separateblogs? 10. RELATIONAL RELEVANCE WhatGooglelooksfor: Dothesitesandlinksrelatetoeachother? Arethedirectoriesrelevant? VerBcal(industrynice)vs.locaBonalrelevance Localchannelsareverybeneficial. EvenifyouareaneCommerce,ifyouhavealocaBonIwouldsBllconsideropBmizinglocaBon-basedprofiles.BecauseGooglelovesGoogle+Local.AndBinglovesBingLocalandYahoo!Local. Andhaveyoueversearchedforanybusinessesorproducts,onlytoseeYelpandYPlisBngsonfirstpageofresults?Theyrethereusethemifyoucan. 11. OVERALL DIGITAL NETWORK ARCHITECTURE Planningtheconsumerjourneyacrossthewebspace Becausewebuserssurfhowtokeepyourdigitalassetsinfrontofthem? Linkwheels: Aretheygoodorbad? Even3yearsagoSEOguruswouldhaveputalotoffaithinthese. TodaymanySEOsiteswillsaythatlinkwheelswillgetyoupenalizedbyGoogle.IsBllliketheconceptofthelinkwheel,butyouhavetothinkaboutit,again,withrelaBonalrelevance,andyoushouldconsideritsurroundingthearchitectureandlinkswithinyourownsite. Forexternal,inboundlinks,Iwouldsayyoucantrytobestrategicwithafewpointedbacklinksifyouareabletoachievethemthroughreputablemeans. SuchasindustrytrademagazinearBclesaboutyouorindustrytradeshowwebsitelisBngsandbios(quality,relevanceoverquanBty). 12. OVERALL DIGITAL NETWORK ARCHITECTURE Guestblogging PartofpastSEOstrategyusedtobeguestblogging.Andagain,manycurrentSEOguruswillwarnyouagainstthis,becauseithasbeenabusedtothepointofblackhat. Howtousetheconceptstrategically,lessforquanBtyandmoreforquality(justaswithnewsarBcles) Remember:itsallaboutpushingpeopletoandthroughyourwebsite Aaerall,thisiswhydigitalmarketershavelandingpages(andhubsandspokes) 13. STRATEGIC CONTENT MANAGERS Theemphasisoncontent,andlink,qualityhashelpeddrivethenewgeneraBonofcontentmanagers. Whetherusingsocialmedia,copywriBng,videoorSEOtechnology,contenttomeetdigitalmarkeBnggoalsisthestrategy. Andtoday,itsastrategymoreofqualitythanquanBtyforGoogleandforsocialmediaengagement. Sotodaywewantlinkengagement;backlinksfromsocialengagementstrategies,relevantcontentandreferralsiteseverythingwevediscussedhere. 14. EXAMPLE OF LINK ENGAGEMENT ImagesocialsitesaregoodforacoupleofreasonsforSEO: Forone,imagesinsiteslikeFlickrandGoogle+canappearinGoogleImagesresultsorevenregularorganicGooglelisBngs. LongdescripBons(keepingwithinmaxrequirementsofthechannel)foranimage,uBlizingbothkeywords(withoutstuffing)andthebacklinktoyourwebsite,canhelpwithyourSEO. Savefilenameswithkeywords,suchasseo-example-filename.jpg ThesestrategiesalsoworkforYouTubevideos. Ifyourchannelsfilesgiveyoutheopportunitytohavethumbnails,usethemlargerfileswillslowdownloadBme(whichGoogledoesntlike)andwillaggregateviewersordrivethemelsewhere. Also,ifyouhaveopportuniBestoassignstore/officelocaBoninfo,thisisanotheropportunityforyourSEO. Withallofthese,dontforgetuserpercepBonifthedescripBonisstuffedwithhashtags,thatshowitwillappeartotheviewer!SEOisacompromisewithgoodusabilityandviewer-friendlycontent 15. DOES QUANTITY STILL HAVE A ROLE? Inaword?Yes. Becauseifnothingelse,increasedwebsitevisitsandtrafficcanimproveyouroverallSEOresults. ThepointisbacklinksinFacebookmaynothelpyourorganicGoogleresultsmuchfortargetedsearchterms,butincreasedtrafficfromFacebookwill. LikewisewithadverBsing: SoevenwhenadverBsinglinksarejustaemptstopushtraffic,theysBllhaveSEOvalue.Justdontworryasmuchaboutthemtobuildlinkjuiceonspecificwebsitepagesthatneedhigherrankings. 16. Link Strategies for SEOTodays new world of link engagementSUMMARY: KeywordsaresBllvital,butnolongeranchortextwithkeywordstuffing! CaretoreadmorefrommysourcesonSEOchangesinanchortext?Hereyougo:delicious.com/jakeaull/seo-link-building Otherwise,remembertowriteforreaders ContentandlinksshoulddemonstraterelaBonalrelevance Tryforlinkengagementratherthanspammybacklinks QualityoverquanBty AllofthesefactorsdrivestrategiccontentmanagementJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 17. My BioJakeAullisprincipalofZenFires,anSEO,brandingdigitalstrategist,webdesigner&goodguyifIsaysomyself.IwritedigitalmarkeBngbooksforPrenBceHall,teachsocialmediamarkeBng/SEOatGeorgiaStateUniversitypart-Bme,havebeenpublishedandcitedinpublicaBonssuchasAtlantaBusinessChronicleandOzMagazine.IamPresidentofSCADAlumniinAtlanta&wasco-founderandChairforAtlantaInteracBveMarkeBngAssociaBonSocialMediaSIG.IregularlyspeakinindustryconferencessuchasWordCampthroughoutthesoutheast.PleasecheckoutmybookWordPressSEOSuccessavailableinBarnes&NoblebookstoresandonlineonAmazonSeethisslidedeckonmypageatslideshare.net/JakeAullJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 18. Questions? Thank You!Seethisslidedeckonmypageatslideshare.net/JakeAullJake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull