Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
No BS Link Building for E-Commerce Websites
1.
2. Who I am and Why You
Should Listen to Me.
Photographer
Graduated Brooks Institute
Portrait studio for 11 years
Extensive online
marketing. Loved it.
Portrait Industry
Dwindled significantly
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
3. Who I am and Why You
Should Listen to Me.
Started Page One Power with Brother Zach
SEO’s until we realized that link building was the critical piece of
the pie. So we focused on link building.
Custom Link Builders– Each project is unique.
In house teams of writers/researchers/link builders
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
4. Why are we talking about link
building for E-Commerce sites?
They are challenging to
build links for because
nobody wants to link to a
page full of products.
So you have to get creative.
We are going to discuss
creative ways to keep a
steady stream of quality
links coming your way.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
5. Today’s Plan
Old school link building
Link Building Today
7 Foundational link building philosophies
6 steps to a link building plan
2 keys to build links effectively
23 link building strategies that you should consider
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
6. Old School Link Building
Article spinning
Reciprocal Linking
Sitewides
Social bookmarking
Buying posts on
questionable blogs
(black blogs)
Hiring teams in India to blog
comment
Link farms
Buying footer links
Basically….
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
7. SPAM
SPAM=Working for robots.
If your work is only meant to be seen by robots and it’s
not intended for humans; It’s probably spam.
“This website is very relevant…” -robot
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
8. Link Building Today…
Working with Humans
Today’s link building is meant for both humans and robots.
• Relationships
• Content
• Sharing
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
9. Our Foundational Link
Building Philosophies
1. In a world without Google.
2. Content is King.
3. Website owners are people and people link to people.
4. The most powerful link building tool is your brain.
5. Link Building is a team sport.
6. Forget viral.
7. FTBOM.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
10. FTBOM
For
The
Betterment
of
Mankind
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
11. Link Building For E-Commerce Sites
23 Link Building Strategies
Blogging Interviews Blog Commenting
Give Love Crowdsourcing DIY Sites
Testimonials Museums Forums
Local Universe Glossary Give Stuff away
Widgets Study/Survey Pinterest
Infographics Resource page outreach Reviews
Guest Posts Badging Webcams
Trade Articles Sponsoring non-profits
Make a plan…
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
12. Without a plan you do
Random Acts of Link Building
“Dude, we need to build some links!”
-Website owner
Buy mass directory submission service
Get a link wheel
Hire your kids neighbor to do some link building
Read Blog Posts and “try” some stuff
Buy some text links
Buy blog network anchor text links (bad idea)
Bill’s Story
3 days 3 links. Gave up. Many people make the simple mistake of
underestimating the task at hand.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
13. Don’t underestimate it.
People underestimate the enormity of the task of link
building and the time that it really takes to do it right.
Fail to plan
Plan to fail
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
14. Make a Plan
5 Steps to Make a Link Building Plan
1 List assets
2 Research
3 Strategize
4 Schedule
5 Adapt
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
15. Make a Plan
Step 1: List Assets
List all of the assets on your site.
Textual information
Videos
Photography
Services
Unique features
List your offline assets
Customers
Staff
Friends
Connections
How can you leverage them?
You Gotta Get Creative
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
16. Make a Plan
Step 2: Research
There are no secrets in Link Building. Your competitors
can’t hide their links.
Download competitors links from Majestic SEO or Open
Site Explorer.
Also research associations and wikipedia for you keywords
Export to excel. Organize into Strategies/categories.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
17. Make a Plan
Step 2: Research
As you research make notes. Be creative. Talk with
someone about your ideas. Work as teams, it’s hard
to do this alone.
Always be thinking…
(golfer/journalists)
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
18. Make a Plan
Step 2: Research
Make lists of Industry sites– Associations, News Sites,
Blogs, Forums,Experts, etc…
(allergy association)
Use Offline resources
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
19. Make a Plan
Step 3: Strategize
Lean Back in your chair and brainstorm.
Best if done as a team.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
20. Make a Plan
Step 4: Schedule
Put your strategies into a monthly schedule.
Be reasonable about it.
Don’t do too much too fast.
Link building projects take time
you can’t rush them.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
21. Make a Plan
Step 5: Adapt
Don’t be afraid to abandon a strategy that isn’t working.
Learn from it and move on.
When it didn’t go viral.
When it didn’t work.
Leave it alone.
Move on.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
22. 2 Keys to build links
effectively
Be Somebody
Build Social Muscle
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
23. Before we talk strategy…
You gotta be somebody…
In my experience it’s much easier to get guest posts, place
infographics, do outreach, and nearly every other link building
strategy if you are somebody.
If you are Noone from nowhere……… jon@unknownsite.com
Become someone from nowhere with something going on
If you’re noone from somewhere …….jon@nationalbrand.com
Become someone from somewhere with something going on
Socially active, part of the conversation
Link building is much easier when you do.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
24. Before we talk strategy…
For example:
jon@e-commercesite.com
I have no blog, no twitter presence, linkedin or facebook.
OR
jon@e-commercesite.com
I have a great blog with comments, a healthy twitter
presence, full linkedin and an active facebook page.
Who would you link to?
Who would you allow to guest post on your blog?
Who is going to win the link?
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
25. Before we talk strategy…
Build Social Muscle
If you want your link building to really take off you need social
muscle.
Search twitter by your keywords. Follow
those people, retweet their good stuff.
Tweet original content. Tweet directly at
them with. ENGAGE. These people are
real and if they like your stuff they’ll
promote it for you.
It takes time and persistence.
Don’t give up!
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
26. Before we talk strategy…
Build Social Muscle
Until you have social muscle and other ways to promote content
Sponsored Tweets
Sponsored Stumbles
Old Fashioned Outreach
Rent email lists (forums, associations, industry sites)
PPC
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
27. Keywords and anchor text
A word about keywords and anchor text
Everyone wants exact anchor text with their keywords
“How would one’s life increase in overall quality factors without having a
Good quality soft gel iphone case to use on your refurbished iphone 4s.”
Most of the time you cannot get links like this unless you bought the link or it’s
outright spam. Do you not think that search engines know this?
Take what you can get. Be patient. We’ve gotten some choice links
with anchor text but most of them are just plain links. That’s the way
It is when you work with real people.
Use Contextual links when possible.
Life’s just better with a great soft gel iphone case on your iphone found here.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
28. Link Building For E-Commerce Sites
23 Link Building Strategies
Blogging Crowdsourcing Forums
Give Love Museums Give Stuff away
Local Universe Glossary/Complete guide Pinterest
Testimonials Study/Survey Reviews
Infographics Resource page outreach Webcams
Widgets Badging Go Crazy
Guest Posts Sponsoring non-profits
Trade Articles Blog Commenting
Interviews DIY Sites
Make a plan…
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
29. Link Building Strategies
Blogging – Vital to link building
1st Decide on audience: Ask yourself “who is going to
buy my product?” That’s your audience.
2nd Determine categories
3rd Brainstorm titles from categories
Never, ever, ever underestimate the value of a great title.
(negative emotion is my favorite)
My Favorite Childrens Books of 2011
The Worst Childrens Books of 2011
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
30. Link Building Strategies
4th Make an editorial calendar.
5th Promote your blog!
Use twitter, facebook and Google+. Blog directories,
write for us, blog commenting, press releases, PPC
for great titles, forums, email lists, etc…
6th Build Social Muscle.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
31. Link Building Strategies
Give Love
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
32. Link Building Strategies
Research your “Local Universe”
“keyword” news “keyword” trade shows
“keyword” experts “keyword” events
“keyword” associations Etc...
“keyword” forums Dental classifieds
“keyword” blogs
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
33. Infographics
The best infographics are complex information (not just
illustrated articles)
Decide on audience
Agonize over title
Do a series. Not just one.
schools
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
34. Infographics
Place it on a third party site
Make crowdsourced content (include others). Even
competitors.
Make it Sexy and complex.
If it goes viral, it’s viral. Go for 50 links. That’s a great
number. (what would it take you to get 50 links on good
sites without this infographic?)
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
35. Link Building Strategies
Write testimonials
Every good business transaction.
Send them an unsolicited testimonial and picture
Mention them in your blog.
Give them some love.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
36. Link Building Strategies
Widgets
Before you do a widget
determine your exact
audience and test it.
Promote it to death with your
social muscle, your blog, PPC,
sponsored tweets, sponsored
stumbles. Everywhere. My favorite widget
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
37. Link Building Strategies
Guest Posting
WARNING: To do guest posting correctly be prepared to spend a lot of time.
Finding your target sites
Titles
Send personalized email with title of article or the actual article.
Send pictures. Do the work for them.
Plan to ascend
Show them your muscles.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
38. Link Building Strategies
Trade articles
Industry sites will take your
articles .
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
39. Link Building Strategies
Interview experts and others
For SES Bruce Clays Blogger asked
me to do an interview.
Did we give them a link?
Yes we did.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
40. Link Building Strategies
Crowd sourcing
Three questions: Four people
Twelve answers!
Four links?
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
41. Link Building Strategies
Build a museum
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
42. Link Building Strategies
Make a glossary
Make it good.
Promote it!
Press release
PPC
Blog
Outreach
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
43. Link Building Strategies
Complete Guides
Make it good.
Promote it!
Press release
PPC
Blog
Outreach
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
44. Link Building Strategies
Study/Survey
Survey your customers. Make infographic, article,
whitepaper from study.
Promote it.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
45. Link Building Strategies
Resource Pages – Outreach
This is what people think of when they link build for the first
time.
Still works. But very slowly.
Find the page.
Find the name of the actual person you’ll talk to.
Always call if possible (success goes up 20x)
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
46. Link Building Strategies
Badging
Find sub categories to badge.
Top 10 lists
Reward best customers
Recognize experts.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
47. Link Building Strategies
Sponsor Non-Profits
All charitable originations need money. Many have
donors pages
We’ve gotten deep links on high authority pages for as
little as $50
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
48. Link Building Strategies
Blog Commenting
Still works!
Don’t send it overseas.
Do it on real blogs with real comments.
Builds your blog, your persona and builds links.
Ignore nofollow.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
49. Link Building Strategies
DIY
Talk about content hungry
Old t-shirts
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
50. Link Building Strategies
Forums
Be very careful with this one.
Go slowly.
Actually care.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
51. Link Building Strategies
Give stuff
Contests.
Giveaways.
Scholarships.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
52. Link Building Strategies
Pinterest
Pinterest is based on images. If you want to get
shared and links you need great photos.
Hire a photographer. Please.
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
53. Link Building Strategies
Reviews
Review everything in your niche and put it on your site.
Textual reviews
Photographic reviews
Video reviews
Promote your reviews
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
54. Webcams
If you have anything interesting to put on a dedicated
webcam do it.
There are lots of webcam sites looking to list your
webcam on them.
Traffic and links
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
55. Go crazy
Will it blend?
The worlds largest periodic table of elements
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball
56. Thank You
Jon Ball
5047 W. Parsons
Boise, Idaho 83714
Page One Power
@linkbuildingjon
jon@pageonepower.com
www.pageonepower.com
SES NYC 2012 | Page One Power
www.pageonepower.com | Jon Ball