As search engines continue to penalize poor link building techniques what is a marketer to do when it comes to proper link analysis and how can they avoid becoming a casualty of the war against link spam? Join Dixon Jones, of Majestic SEO and Pete Dudchenko of Rio SEO as they explore the changing linking landscape over the past year and what role link analysis will continue to have as SEO evolves and search engines update their algorithms. Key Takeaways: Learn how Google’s algorithm updates have affected the linking landscape of SEO Learn the key metrics needed for proper link analysis The future of link building and analysis in content marketing Tools and technologies that can provide valuable link building and analysis insights Speakers: Pete Dudchenko, VP of Product Management, Rio SEO Dixon Jones, Marketing Director, Majestic SEO

1. WEBINAR SERIES
#linkanalysis
@Rio_SEO
The Missing Link –
Role of Link Analysis and Content Marketing in
Tomorrow‟s SEO
@MajesticSEO

2. Agenda
Key Takeaways:
 Learn how Google‟s algorithm updates have affected
the linking landscape of SEO
 Learn the key metrics needed for proper link analysis
 The future of link building and analysis in content
marketing
 Tools and technologies that can provide valuable link
building and analysis insights

3. Today‟s Speakers
Pete Dudchenko,
VP of Product Management, Rio SEO
Dixon Jones,
Marketing Director, Majestic SEO

4. Dixon Jones
Speaker Intro
Marketing Director, Majestic SEO
UK Search Personality of the Year 2012
Top UK Online Marketing Blogger

5. Why Links Made Google Great
 Alta Vista and others could not get
the scale
 Google‟s Page Rank algorithm
requires knowledge of the whole
web to work well
 Links were at the heart of the
algorithm and these were also the
hardest metric to fake

6. Google was King!
Year Annual Google Searches/ Daily Searches
2012 1,873,910,000,000 5,134,000,000
2011 1,722,071,000,000 4,717,000,000
2010 1,324,670,000,000 3,627,000,000
2009 953,700,000,000 2,610,000,000
2008 637,200,000,000 1,745,000,000
2007 438,000,000,000 1,200,000,000
2000 22,000,000,000 60,000,000
1998 3,600,000 9,800

7. Then SEOs Piggy Backed Google
 SEOs find out how to “game”
Google Search
 SPAM boom
 Google Search „owns‟ the market

8. Almost All Link Building Worked
 Without a human element to the
algorithm, Google was bad at seeing
bad links
 Google was “scared” to give some
links an algorithmic negative score
 So if only 1 in 100 links counted,
quantity was still king

9. What Started to Change for Google?
 Google Analytics and other
tracking helped
 Social Signals can give a different
insight layer for Google
 They managed to start the
magical correlation….

10. The Magical Correlation of Links + Search
 Links Influence Google Rank
 Social Networks and Referrals
 Building a Link Campaign

11. In 2012, The Tide Turned
 For a while, people started to sink. It
was a perfect storm for Google.
 The harder you had gamed Google
before, the harder you fell now.

12. The Important Elements of Penguin
 Anchor Text played a big
part in rankings
 Links either counted or not
 There was no feedback
loop
 Google SAID paid links
were bad
 Too much Anchor Text was
a penalty signal
 Links can also count
negatively
 Disavow process to
reinforce the algorithm
 Google can detect and
penalize paid links
Before Now

13. So Now It‟s ALL About TRUST
 Google‟s Page Rank scored a web
page based on links alone
 Now Google knows which links to
TRUST and which to DISTRUST

14. Majestic SEO Flow Metrics to the Rescue
 Majestic SEO Link Analysis Flow
 Better Link Quality Metrics
 Build Better Links!

15. Understanding Link Quality Metrics
 What is Link Quality?
 How do I approach the right
link opportunity?

16. Citation Flow: Based on Flowing Link Counts
Trust Flow: Based on a Trusted Seed set
 What is Citation Flow?
 Based on link counts

17. A Strong Link Profile

18. A Less than Perfect Link Profile
 Be wary of links with high
citation, but low trust
 Look at the motivation
behind each link to be sure

19. Here‟s One of Those Links…
 Poor link posted on website
 Spam-based approach

20. Are Links Still Important?
 Quality over quantity
 REMOVE low quality signals
 Heavy Anchor Text
 Paid Links
 Low Quality Links
 Traffic should reflect the
link equity
This Man says YES But Now...

21. Pete Dudchenko
Speaker Intro
VP Product Management, Rio SEO
7+ Years Experience in the SEO and Online
Marketing industry
14+ Years in Software Development building
enterprise level products
Involved with Covario/Rio SEO since the
company inception

22. How Does this Fit into the BIG PICTURE?
 Digital Marketing Changed
 Convergence of Data
 Social, Local, Mobile and
MORE!
 It‟s more than basic linking

23. The SEO Life Cycle Becomes Smarter
SEO

24. It Begins With Content Inspiration
 For SEO, it starts with Keyword
Discovery
 The goal is to create content
that is relevant and engaging
to your target audience
 The more relevant the
content, the more likely to be
Found, Friended, Followed &
Forwarded

25. Content Creation and Optimization
 On-Page SEO needs to begin
now, not after-the-fact
 Real time SEO feedback
 Content topics and target
audience interests are known
and used during the creation
process

26. Content Distribution and Promotion
 Great content needs to be
promoted
 Content follows a democracy
where it is voted into a high
ranking position
 Focusing around On-Page
SEO here is too late
Social Promotion
Link Acquisitions
Local Distribution

27. Reporting and Analysis
 Factors both on-page and off-
page elements
 Off-Page elements include a Link
Audit Score
 Link Audit Score brings in Trust Flow
and Citation Flow metrics
 Better Link Analysis
Rio SEO Audit Score

28. SEO AUTOMATION SOFTWARE
Questions?
Dixon Jones
djones@majesticseo.com
@dixon_jones
Pete Dudchenko
pdudchenko@rioseo.com
@pete_dudchenko