www.c1-partners.com linkbuilding and offsite optimization move your site to the top of google!...
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www.c1-partners.com
Linkbuilding and Offsite Optimization
Move Your Site to the Top of Google!
Snowsports Industries America
Webinar Wednesdays
April 2, 2014
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C1 Partners Team
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www.c1-partners.com
• What is Linkbuilding and Offsite Optimization?
• 6 Reasons to Deploy Linkbuilding• How To Start Building Links Today!• Linkbuilding Tactics to Avoid• Google Authorship• White Hat v. Black Hat• How to Measure Linkbuilding Success
Agenda
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Link Building• Process of encouraging and
establishing relevant, inbound links to your website
Offsite Optimization• Includes all of the above, and more…• Google Authorship• Social signals where your site is
mentioned• Social signals to content linked to yours• Links to content linked to yours• Links to links…
Great Content• Leads to more and better links
No Magic Bullet
Balance is Important
LinkBuilding and Offsite Optimization
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6 Reasons to Deploy Link Building/OSO1. Can Improve Your Rankings on Search Engines
– May be more important than on-site SEO– Search Engines See Them as “References”– Domain (Website) Authority is Passed On to Your Site
2. Drives More Traffic
3. Drive Targeted Traffic
4. Improves Site Authority
5. Improves Your Reputation
6. Increases Sales
LinkBuilding and Offsite Optimization
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Challenges of Link Building & Offsite Optimization
1. Time Consuming
2. Better Links are Harder to Get
3. Can be Frustrating
4. Establishing Relationships
5. Can be expensive1. Wasted Money on Insufficient Programs
2. Penalties from Bad Programs
6. Requires Persistence
7. Technical Aptitude
8. Measuring Results
9. If you do it wrong you will be penalized
LinkBuilding and Offsite Optimization
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• Link BuildingGetting links to our site from any other site.– Guest Blog Posts– Directory listings– Press releases– Local Citations– Link “Baiting”– Social Media*
• *Social Media– “Mentions” and Other Social Signals Important– Improve Value of Links– Not Much Direct Link Value (As it pertains to SEO)
• Google Authorship
Examples of Offsite Optimization
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What Increases Link “Juice” or “Value”?
– Link Location:• Domain Authority of Website• Domain Authority of Page• Relevancy of Content• “New Domain” Link• “.edu”• “.gov”
– Link Types• Keyword Link • http://www.nakedlink.com• Branded Link• “Follow”/“No-Follow”• Site Wide/Not Sitewide• Picture/Graphics
– Warning: Too much of a good thing can be bad
LinkBuilding and Offsite Optimization
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What Decreases Link “Juice” or “Value”– No/Low Domain Authority– Extensive Outgoing “follow” Links– Extensive Advertising, Affiliate
Marketing, etc.– Temporary Links– Sitewide Links– Duplicate and/or Irrelevant Content– Russian, Porn or Gambling Sites– Repeated links from same domain– “No Follow”, Branded, Redirect & Naked
However…Some no-follow is good– Low Link Diversity
LinkBuilding and Offsite Optimization
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How To Start Linkbuilding Today
First Things First• Business Goals• Keyword research• Create great
content• Competitive
analysis– What links?– How many?
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How To Start Linkbuilding Today
Business Goals• “Anchoring Referrals”• Drive Client Acquisition
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Old Way• Looks Manufactured• Spun Content• “Google Bombing” With Text Links• Buying Cheap Links• All High PR Links• All Follow Links• Site-wide Links• Thousands of Directory
Submissions• As many as possible at soon as
possible
Off-Site SEO
Off-Site SEO/Link BuildingNew Way• Looks Natural (IS natural?)• Build great, 100% unique content
on and off of your site• Balanced Link Text
– 1/3 Branded– 1/3 Naked– 1/3 Keyword Text
• Citations (for local)• Balanced Quality & Intent
– High PR/Low PR– Follow/No-Follow
• No Site Wide• Trickled Out Over Time• Social Signals
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How To Start Linkbuilding Today
• Keyword research– How Competitive Are Your Terms?– Long Tail Opportunities
• Competitive analysis– What links?– How many?– Tools:
• Ahrefs.com• SEOmoz.org• MajesticSEO• Google & Bing Webmaster Tools
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How To Start Linkbuilding Today
Ahrefs Linking Domains Comparison
Search:“Ski Helmets”Dominating sites have 700 to over 25,000 linking domains
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How To Start Linkbuilding Today
My Site: www.SummitSports.com Currently ranked below local and 3 competitorsSearch Term:
“ski shop in bloomfield hills, michigan”
Competitors Links Total: : 65 to 31My Links: 55
WebsiteLinking Domains
www.boynecountrysports.com 64www.skierspeak.com 31
summitsports.com 55www.skikids.us (local) 1
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How To Start Linkbuilding Today
Ahrefs Linking Domains Comparison
Search:“ski shop in bloomfield hills, michigan”Dominating sites have only 1-64 linking domains
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How To Start Linkbuilding Today
Skikids has fewer links but good location
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How To Start Linkbuilding Today
Link information on competitors
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How to Start Linkbuilding Today
Quality New Customers to Your Business
Links From High PR
Sites
Mentions in Relevant
Content on Blogs
Relevant Article
Content
Great Content On
Your Website &
On-Site Blog
Social Media
Signals/Sharing
How?
General Directiories
IndustryDirectiories
High Value, Relevant Industry
Sites-(SIA)
Google Authorship Connected
Activity
.edu/.gov
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Google Authorship• Links Your Comments on
Other Blogs & Sites• Improves Visibility in
Results
Google Authorship
Search Result: ‘Denver SEO’
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Types of Links: Directory Citations
• Directory Submissions for Citations– Local (Moz Local)
• Axciom• InfoUSA• Neustar
– Yahoo! Dir– Business.com– Niche Directories– Avoid Mass Directory
Submissions
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Types of Links: Press Releases
Press Releases• Lots of Links• Mixed Quality• Good Start • Good “Signal” for
Other Links• Link to Home Page• Link to Other High
Authority Sites• Don’t Overdo• Don’t Over Optimize
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Types of Links: Guest Blog Posting
Guest post blog submissions• Find blogs• Establish a relationship• Become a guest author• Analyze the quality of the
blog• Bad blogs could mean a
penalty
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Types of Links: Article Submission
• Find Sites• Contribute articles• Relevant discussions• Forums• Newsletters• Analyze the quality of the blog• Bad blogs could mean a penalty
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Types of Links: Networking
Networking with industry leaders and contribute• Industry Associations• Some Free• Some Paid• Current Opportunities?
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Types of Links: Social Media & Local
Social Media & Local• Setup All of Your
Accounts• Links are Often “No
Follow” or Redirects• Many Count as
Citations• Use to signal your
other links• Free!
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Types of Links: Link Baiting
Link “Baiting”• “Say” Something
Interesting• Promote (or not)• Be Creative• Try it Again
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“White Hat” – Links you receive with no effort on your part
Black Hat – Everything else?
Negative Link Campaigns
White Hat v. Black Hat
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• Submitting website to thousands of suspicious “SEO friendly” directories
• Leaving comments on blogs just to get a link• Buying links from link exchanges• Swapping links with just anyone• Spinning profile pages or content on third party
websites just for links• Sitewide links• Getting only one type of link• Overdoing one thing looking for a “magic bullet”
Linkbuilding Tactics to Avoid
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How To Measure Your Linkbuilding Success
• Link Measurement Tools– Google Webmaster– Bing Webmaster Tools– Ahrefs.com– Majestic SEO– SEOMoz
• Ranking Tools• Linking Domains• Backlinks• Naked v. text links• Follow v No Follow• Sources of links
– Geography– Site type (.com, .gov, .edu)
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Questions?
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Dan and Dan
C1 Partners
P: 303.501.1821
W: c1-partners.com
T: @c1partners
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