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Implement These 10
SEO Tips, You Must
Part 2


                         5 Link Building
                     Strategy Essentials
Comments & Questions During Webinar
• GoToWebinar Chat Room
• Twitter – Tweet @SEOcom
• Use #SEOwebinar hashtag

• We are recording today’s webinar
• Slides will be online tomorrow
• Recording early next week


Tweet @SEOcom questions – Hashtag #seowebinar
About SEO.com




Tweet @SEOcom questions - Hashtag #seowebinar
Kristy NG
                      SEO Manager



http://www.linkedin.com/in/kristyng
Link Building Strategy




5 Fundamentals

Tweet @SEOcom questions – Hashtag #SEOwebinar
5 Link Building Fundamentals
1.   Have a Plan You Must
2.   Put People First You Should
3.   Nitty Gritty SEO… Yes
4.   Stay Active You Must
5.   Overdo It You Must Not




Tweet @SEOcom questions – Hashtag #SEOwebinar
1. Have a Plan You Must
Have A Plan: Know Your Link Portfolio
• SEO History
• Backlink Attributes
      – Branded vs. Non-Branded
      – Diverse Domains
      – Anchor Text
      – Quality vs. Quantity




Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Know Your Industry
• Industry blogs                                • Competition
      – Thought leaders
• Forums
      – Building relationships
• Q&A Sites




Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Know Your Consumer
Understand Purchase Behavior



                      Needs        Information    Evaluating    Purchase     Post
                     Awareness        Search     Alternatives   Decision   Purchase




      – Length of purchase cycle


Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Know Your Consumer
• Social Networks




Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Know Your Consumer
• Pinterest Demographic




Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Know Your Consumer
• Google+ Demographic




Tweet @SEOcom questions – Hashtag #SEOwebinar
Have A Plan: Develop A Strategy
                       Set Goals


                                     Understand
                                        Your
                                     Consumer


                                                  Research



                                                             Develop
                                                             Strategy



                                                                        Implement


Tweet @SEOcom questions – Hashtag #SEOwebinar
2. Put People First You Should
Put People First: Know Your Consumer
• How to reach your consumers
      – Relevant blogs
      – Social networks
• Types of content
      – On vs. Off Your Site
            •   Videos
            •   Infographics
            •   Blog Posts
            •   Guides

Tweet @SEOcom questions – Hashtag #SEOwebinar
Put People First: Link Bait Types
•   Infographics
•   Instructographics
•   Video
•   Memes
•   Ecards
•   How To Guides
•   Top Lists


Tweet @SEOcom questions – Hashtag #SEOwebinar
Put People First: Link Bait Goals

• Increased visibility
• Social shares
• Increased brand
  awareness
• Increased traffic
• Increased conversions


 Tweet @SEOcom questions – Hashtag #SEOwebinar
3. Nitty Gritty SEO… Yes
Nitty Gritty SEO: Quality vs. Quantity
Quality
• Useful content (how to guides)
• Link bait (infographics, mini graphics, video)
• Links for users
• Time
• Creativity



Tweet @SEOcom questions – Hashtag #SEOwebinar
Nitty Gritty SEO: Relevance vs. Authority
• Relevance
      – Use of anchor text
      – Relevance of site vs. page
• Authority
      – Use of branded
      – Third party affiliations




Tweet @SEOcom questions – Hashtag #SEOwebinar
Nitty Gritty SEO: Follow vs. No Follow




                                                PR 6
                   NO FOLLOW




     PR 0                         PR 2             PR 2   PR 2

Tweet @SEOcom questions – Hashtag #SEOwebinar
4. Stay Active You Must
Stay Active: Reasons
•   Sustaining success
•   Increased visibility
•   Industry changes
•   Creativity
•   Competition
•   Trends



Tweet @SEOcom questions – Hashtag #SEOwebinar
Stay Active: Utilize Employees and Partners
• Employees
      – Guest blogging
      – Blog commenting
      – Industry communities
• Partners/Sponsorships – credibility by
  association
• Integration into company policies
      – Training
      – Ongoing link building

Tweet @SEOcom questions – Hashtag #SEOwebinar
Stay Active: Blog Engagement
• Build relationships
• Interact with readers
• Future opportunities




Tweet @SEOcom questions – Hashtag #SEOwebinar
Stay Active: Blog Posts
Things To Consider:
     • Understand your industry
     • Understand your target market
     • Write great content




Tweet @SEOcom questions – Hashtag #SEOwebinar
5. Overdo It You Must Not
Don’t Overdo It: Avoid Link Penalties
How To:

            • Put people first
            • Google’s terms and conditions
            • Avoid site wide links
            • Build your brand
            • Diverse anchor text
            • Credible links
            • Useful links
            • Diverse link portfolio

Tweet @SEOcom questions – Hashtag #SEOwebinar
Don’t Overdo It: Quality vs. Quantity
Quality – Long-term success
      – Sharable/useful content
      – Fall in line with goals
      – Time
Quantity – Quick wins                           Quantity
     – Ease of acquisition
     – Attributes for ranking                              Quality




Tweet @SEOcom questions – Hashtag #SEOwebinar
Don’t Overdo It: Anchor Text
• What is natural?
      – Branded                                        SEO
                                                     Campaign

      – Click here
                                                      Branded

      – Website
•
                                                      General
    Exact match
•   Partial match                                     Keyword
                                                      Specific
•   Branded
•   Content around links                        Successful Campaign


Tweet @SEOcom questions – Hashtag #SEOwebinar
Don’t Overdo It: Anchor Text
• Anchor Text Distribution


                 Walmart                                       Sole Sports


       21%                                               16%
                                         Branded                             Branded
  8%                                     Generic   17%                       General
                    71%                  Keyword                   67%       Keyword




Tweet @SEOcom questions – Hashtag #SEOwebinar
Don’t Overdo It: Domains/IPs
• Diversification Increased Visibility & Value

                          6
                          5
                          4
                  Value




                          3
                          2
                          1
                          0
                              0           2        4          6     8
                                        # Links Per Unique Domain


Tweet @SEOcom questions – Hashtag #SEOwebinar
Don’t Overdo It: Diversification

• Think about people
• High and low quality
• Different types of link
  building
• Be genuine
• Google algorithm changes



Tweet @SEOcom questions – Hashtag #SEOwebinar
Questions?
Thank You
                                                Kristy NG
                                                 SEO Manager



                           http://www.linkedin.com/in/kristyng




Connect with SEO.com
http://twitter.com/seocom
http://www.facebook.com/seocom
http://www.linkedin.com/company/seo.com
Visit SEO.com




Tweet @SEOcom questions - Hashtag #seowebinar

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Implement These 10 SEO Tips, You Must Part 2 - 5 Link Building Strategy Essentials | SEO.com Webinar

  • 1. Implement These 10 SEO Tips, You Must Part 2 5 Link Building Strategy Essentials
  • 2. Comments & Questions During Webinar • GoToWebinar Chat Room • Twitter – Tweet @SEOcom • Use #SEOwebinar hashtag • We are recording today’s webinar • Slides will be online tomorrow • Recording early next week Tweet @SEOcom questions – Hashtag #seowebinar
  • 3. About SEO.com Tweet @SEOcom questions - Hashtag #seowebinar
  • 4. Kristy NG SEO Manager http://www.linkedin.com/in/kristyng
  • 5. Link Building Strategy 5 Fundamentals Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 6. 5 Link Building Fundamentals 1. Have a Plan You Must 2. Put People First You Should 3. Nitty Gritty SEO… Yes 4. Stay Active You Must 5. Overdo It You Must Not Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 7. 1. Have a Plan You Must
  • 8. Have A Plan: Know Your Link Portfolio • SEO History • Backlink Attributes – Branded vs. Non-Branded – Diverse Domains – Anchor Text – Quality vs. Quantity Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 9. Have A Plan: Know Your Industry • Industry blogs • Competition – Thought leaders • Forums – Building relationships • Q&A Sites Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 10. Have A Plan: Know Your Consumer Understand Purchase Behavior Needs Information Evaluating Purchase Post Awareness Search Alternatives Decision Purchase – Length of purchase cycle Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 11. Have A Plan: Know Your Consumer • Social Networks Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 12. Have A Plan: Know Your Consumer • Pinterest Demographic Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 13. Have A Plan: Know Your Consumer • Google+ Demographic Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 14. Have A Plan: Develop A Strategy Set Goals Understand Your Consumer Research Develop Strategy Implement Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 15. 2. Put People First You Should
  • 16. Put People First: Know Your Consumer • How to reach your consumers – Relevant blogs – Social networks • Types of content – On vs. Off Your Site • Videos • Infographics • Blog Posts • Guides Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 17. Put People First: Link Bait Types • Infographics • Instructographics • Video • Memes • Ecards • How To Guides • Top Lists Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 18. Put People First: Link Bait Goals • Increased visibility • Social shares • Increased brand awareness • Increased traffic • Increased conversions Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 19. 3. Nitty Gritty SEO… Yes
  • 20. Nitty Gritty SEO: Quality vs. Quantity Quality • Useful content (how to guides) • Link bait (infographics, mini graphics, video) • Links for users • Time • Creativity Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 21. Nitty Gritty SEO: Relevance vs. Authority • Relevance – Use of anchor text – Relevance of site vs. page • Authority – Use of branded – Third party affiliations Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 22. Nitty Gritty SEO: Follow vs. No Follow PR 6 NO FOLLOW PR 0 PR 2 PR 2 PR 2 Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 23. 4. Stay Active You Must
  • 24. Stay Active: Reasons • Sustaining success • Increased visibility • Industry changes • Creativity • Competition • Trends Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 25. Stay Active: Utilize Employees and Partners • Employees – Guest blogging – Blog commenting – Industry communities • Partners/Sponsorships – credibility by association • Integration into company policies – Training – Ongoing link building Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 26. Stay Active: Blog Engagement • Build relationships • Interact with readers • Future opportunities Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 27. Stay Active: Blog Posts Things To Consider: • Understand your industry • Understand your target market • Write great content Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 28. 5. Overdo It You Must Not
  • 29. Don’t Overdo It: Avoid Link Penalties How To: • Put people first • Google’s terms and conditions • Avoid site wide links • Build your brand • Diverse anchor text • Credible links • Useful links • Diverse link portfolio Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 30. Don’t Overdo It: Quality vs. Quantity Quality – Long-term success – Sharable/useful content – Fall in line with goals – Time Quantity – Quick wins Quantity – Ease of acquisition – Attributes for ranking Quality Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 31. Don’t Overdo It: Anchor Text • What is natural? – Branded SEO Campaign – Click here Branded – Website • General Exact match • Partial match Keyword Specific • Branded • Content around links Successful Campaign Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 32. Don’t Overdo It: Anchor Text • Anchor Text Distribution Walmart Sole Sports 21% 16% Branded Branded 8% Generic 17% General 71% Keyword 67% Keyword Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 33. Don’t Overdo It: Domains/IPs • Diversification Increased Visibility & Value 6 5 4 Value 3 2 1 0 0 2 4 6 8 # Links Per Unique Domain Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 34. Don’t Overdo It: Diversification • Think about people • High and low quality • Different types of link building • Be genuine • Google algorithm changes Tweet @SEOcom questions – Hashtag #SEOwebinar
  • 36. Thank You Kristy NG SEO Manager http://www.linkedin.com/in/kristyng Connect with SEO.com http://twitter.com/seocom http://www.facebook.com/seocom http://www.linkedin.com/company/seo.com
  • 37. Visit SEO.com Tweet @SEOcom questions - Hashtag #seowebinar

Editor's Notes

  1. http://blog.socialmaximizer.com/wp-content/uploads/2012/02/social-media-seo-logos.jpg
  2. http://mashable.com/2012/02/25/pinterest-user-demographics/
  3. http://socialtimes.com/files/2011/12/who_is_using_google_plus.png
  4. Think of a good analogy
  5. Beautiful static pages will become stagnant if you don't have active content pushing visitors there.
  6. Beautiful static pages will become stagnant if you don't have active content pushing visitors there.