Link Building Management presented at Internet Briefing by Joe Spencer – June 4, 2013

1. Link Building Management
Joe Spencer
Spencer e-Strategies

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Introduction to Link Building

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Link Building?
What does Link Building Mean?
Link building is the process of creating backlinks for your website.
What are Backlinks?
Backlinks are links directed to your website (Destination Website or
Targeted Pages) from other websites (Source Websites).

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What is a link?
Links or Hyperlinks are HTML codes for linking internal or
external web pages.
<a href=”http://www.website.com/” title=”Keyword”>Anchor Text</a>

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What is a Anchor Text?
Anchor Text, link label or link text that is visible and
clickable keyword text used in a hyperlink.
<a href=”http://www.website.com/” title=”Keyword”>Anchor Text</a>

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Why are Backlinks Important?
The number of Backlinks to a website is an indication of
the popularity of that website.
Backlinks are important for SEO because most search
engines give credit to websites that have a high volume
of quality Backlinks.

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Do Backlinks Work?
http://www.google.com/search?q=click+here
Google this Keyword Phrase: “Click Here”
Do you notice that “click here” in not written in the content or meta tags of the page?
This page has a large volume of Backlinks with “click here” Anchor Texts.

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Type of Links

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One Way Links
Backlinks from a external or source website.

10. A few quality reciprocal links are ok but don’t create too many.
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Reciprocal Links
Exchanged backlinks between two websites.

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Web Directory Links
A web directory or link directory is a directory on the
World Wide Web. It specializes in linking to other web
sites and categorizing those links.
A few web directory links are ok but don’t create too many.
Publish links on only well ranking web directories.

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Local Directory Links
Local Directories are websites which publish local
business information.
Publish links on only well ranking Local Directories.

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Wiki Article Links
A wiki website allows users to add, modify, or delete
articles as a community.
Publish unique articles for each wiki website.

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Press Release Directories Links
Publish your press release article to only one directory.
Press Release Directories is a website which allows their
members to publish company and industry news articles.

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Article Directory Links
An Article Directory is a website with collections of
articles written about different subjects.
Publish unique articles for each Article Directory.

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Blog Article Links
A Blog is a web log which publishes articles for
discussion through user comments.
Publish unique articles for each blog.

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Blog Roll Links
A Blog Roll is a list of other blogs that a blog
recommends by providing links to them in their sidebar.
Be sure the links are nofollowed and not site-wide.

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Site Wide Links
Site Wide Links are links which are published on every
page of a website, often located in the Footer.
It is not recommend to use Site Wide Links.
Make sure the links are nofollowed.

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Advertorials
A newspaper or magazine advertisement giving
information about a product in the style of an editorial or
objective journalistic article.
http://www.youtube.com/watch?v=1SmlsfSqmOw
Use nofollow tags.

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Blog Comment Links
Blogs often allow users to publish comments and links
about their articles.
Publish comments only on quality and related blog articles.

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Infographic Links
Infographics are graphic representations of data intended
to present complex information quickly and clearly.
Publish links on only well ranking Local Directories.

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Social Signals - The New Backlinks 2.0
Social Signals measure the actively of social network linking.
Search engines do calculate social signals as search ranking
factors.

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Basic Social Signal Factors
• Amount of Conversations
• Activity
• Number of Followers/Fans
• Amount of Shares, Likes, Pluses,
Retweets and ect.
• Amount of Comments
• Amount of Followers/Friends
• Click through Rate (CTR)

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Google Penalties
The Google Penguin Updates Penalizes Link Schemes

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Google Link Schemes
The following are examples of link schemes which can
negatively impact a site's ranking in search results:
• Buying or selling links that pass PageRank. This includes exchanging
money for links, or posts that contain links; exchanging goods or
services for links; or sending someone a “free” product in exchange for
them writing about it and including a link.
• Excessive link exchanging ("Link to me and I'll link to you").
• Linking to web spammers or unrelated sites with the intent to manipulate
PageRank.
• Building partner pages exclusively for the sake of cross-linking.
• Using automated programs or services to create links to your site.
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66356

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Google Unnatural Links Email Warning
Google Sends Email Alerts Concerning Unnatural Links

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Google Reconsideration Request
• Only submit a Reconsideration Request if you have received the Unnatural
Link Warning.
• Remove all unnatural links before submitting the request.
• Submit a Disavow Request to manage any
links you are unable to remove.
• In your request you need to prove that
you’ve done everything in your power
to remove unnatural links.
• Include examples of removal requests, email followups, screenshots, and a
list of the links that have been removed.
• Keep in mind that Google manually reviews your website and link profile
when making their reconsideration.
https://www.google.com/webmasters/tools/reconsideration

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Google Webmaster Tools -
Links to Your Website Reports

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Link Disavow Requests
• Google’s and Bing’s Disavow Link Request is a way of indicating
that you want them to ignore links to your website.
• Within 7 to 14 days you will start seeing keyword position
movement.
http://www.youtube.com/watch?v=393nmCYFRtA
https://www.google.com/webmasters/tools/disavow-links-main?pli=1
http://www.bing.com/webmaster/help/how-to-disavow-links-0c56a26f

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Negative SEO
The action of Negative SEO is to cause a website to drop in
positions or be penalized in search engines by creating a
high volume of Unnatural Links.
This is more common that Google admits.
The only protection is to monitor your backlinks.
http://www.youtube.com/watch?v=HWJUU-g5U_I

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Google Penguin Link Building Strategy
• Create Social Signals for your Targeted Pages and Source Pages
• Create a Diverse Link Profile
• Diverse Brand vs Commercial Anchor Texts
- Exact Match Anchor Text: “targeted keywords”
- Naked URLs: “http://www.yoursite.com”
- Brand Anchor Text: “domain name”
- Brand-Keyword: “domain name + keyword”
- Generic Anchor Text: “click here” “more information”
• Diverse Destination Pages
- Homepage
- Category Pages
- Product or Article Pages
• Monitor Backlinks Regularly
• Submit Disavow Requests when Unnatural Links Appear

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Link Building Monitoring Tools
• Sistrix - http://www.sistrix.de
• SEMRush - http://www.semrush.com
• Ahrefs - http://ahrefs.com
• SEOmoz - http://moz.com
• Majestic - http://www.majesticseo.com

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Questions about Link Building?

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Spencer e-Strategies
Joe Spencer
SEO Consultant
Spencer e-Strategies
Phone: +41-(0)78-696-0202
Fax: +41-(0)43-430-2185
Email: joe@spencerestrategies.com
Skype: spencer-estrategies
Website: http://www.spencerestrategies.com
LinkedIn: http://www.linkedin.com/in/joespencer
Xing: http://www.xing.com/profile/Joe_Spencer
SEM Strategy Workshop - September 10 & 11, 2013
http://www.semstrategyworkshop.com