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7 Advanced techniques for building a
domain with Authority and Trust

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➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and
integrated marketing campaigns
➡ Online since 1985, online marketing since 1996
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with GalaCoral, Google, Vapemate, NatWest/RBS,
National Gallery, CIPD, Fidelity, NBC Universal, Readers Digest, Bayer,
Amadeus, AMD, AmEx, TotalJobs, Virgin.com, Virgin Startup, Zopa,
NSPCC, GE & more
➡ Contact: decabbit@gmail.com
AM I
Who Obligatory slide !
Judith Lewis
@JudithLewis & @Decabbit

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@JudithLewis & @Decabbit
This deck was
edited down
and does not
include much
information
given to
attendees

4.
@JudithLewis & @Decabbit
So what do
I do?

5.
Competitor Link Research: Majestic.com
@JudithLewis & @Decabbit

6.
Find Influencers
@JudithLewis & @Decabbit

7.
Facebook Outreach Groups
@JudithLewis & @Decabbit

8.
Check Their Stats
@JudithLewis & @Decabbit

9.
Checking Influencers Stats
@JudithLewis & @Decabbit

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Ask ALL The Relevant Questions
@JudithLewis & @Decabbit

11.
Check if They Will Offer Links
@JudithLewis & @Decabbit

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Find Sites that Covered Infographics Through
“Search Google For Image”
@JudithLewis & @Decabbit

13.
@JudithLewis & @Decabbit
It’s not just
about buying
links

14.
Approaches Have to Inspire
@JudithLewis & @Decabbit

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@JudithLewis & @Decabbit
Unique Research

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Unique Research
Surveys work well
Research should provide new, unique insight
Numbers do exceptionally well – find quantitate research
topics
Google Dataset search
@JudithLewis & @Decabbit

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@JudithLewis & @Decabbit

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@JudithLewis & @Decabbit
Be the Answer

19.
Piggyback on other
Events

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Events Calendar Topics
There are topical days every day of the month/year
https://www.daysoftheyear.com/
@JudithLewis & @Decabbit

21.
Ego Bait

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Ego Bait
Solicit Expert Guest Posts
Compile a “Best Of” List or Roundup List
Interview an Influencer
@JudithLewis & @Decabbit

23.
Post-work follow
ups

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Checklist of What to do After Building Links
Remember to provide a tracking link as otherwise source
will not be tracked from many Wordpress blogs
Don’t just pay the blogger, thank them
Socially promote the article/post and tag the
blogger/reporter so they know
Monitor traffic from the link
Check the website is still indexed
Check the link still exists periodically
@JudithLewis & @Decabbit

25.
Digital KPIs to Measure
Converting traffic to website
Check sources (email, PPC, Google, direct, etc)
Brand mentions
Both number of searches for brand in Google and mentions on
social media
Unlinked mentions can be tracked too
Return on Marketing Investment
One of the most important checks – make sure the money (and
time) you are putting in have a positive return
@JudithLewis & @Decabbit

26.
Get Value – Base Success on Traffic
Referral Traffic: Check the
amount of traffic being sent
from places you have built
links to your site (client site).
This will help you see how
much value you have gotten
from that blogger.
@JudithLewis & @Decabbit

27.
KPI Checks: SEMRush
I like SEMRush for
ranking checks but also
because it is an
excellent tool suite for
link checks, technical
checks and keyword
checks. SEMRush also
integrates with
Majestic and has a host
of useful features.
@JudithLewis & @Decabbit

28.
Follow Up With Bloggers
Message them twice after the post goes live with traffic
updates from their blog to the client site
Ensure to show them how you are socially promoting
their blog post
Remind them of the month deadline of traffic reporting
and ask them to help promote the post to ensure more
traffic
@JudithLewis & @Decabbit

29.
E-A-T
Expertise
Authoritativeness
Trustworthiness

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E-A-T (Expertise, Authority, Trustworthiness)
“The quality and amount of main content, website
information, and website reputation all inform the E-A-T of a
website.”
Is the author here an Expert of what he is talking about?
Is the web page Authoritative?
Can you Trust it?
“Extensive reputation research is important when giving
Highest ratings, and is evidence of the E-A-T of the
page."
@JudithLewis & @Decabbit

31.
Expertise
Experts can exist in any field (gossip, humour, fashion,
etc.)
Experts can contribute to user-generated content too
(Q&A sites may have expert users participating)
An expert should have an expertise on the topic of the
query. There are no general experts.
Experts may not necessarily have recognised / formal
expertise (education).
@JudithLewis & @Decabbit

32.
Authoritativeness
Very positive reputation is often based on prestigious awards
or recommendations from known experts or professional
societies on the topic of the website.
For topics which need less formal expertise, websites can be
considered to have a positive reputation if they are highly
popular and well-loved for their topic.
Quality raters will look for reviews, references,
recommendations by experts, news articles, and other
credible information created/written by individuals about the
website.
@JudithLewis & @Decabbit

33.
Trustworthiness
On-page trust signals include a prominent “About” page,
extensive contact information, and well-written privacy
policies. These signals are more important for financial
and shopping sites, but it doesn’t hurt to add these to
any site.
A good signal of trust for informational pages is the
presence of good references (links to sources)
supporting statements in the main content.
@JudithLewis & @Decabbit

34.
@JudithLewis & @Decabbit
BONUS
MATERIAL:
Testing Spam

35.
@JudithLewis & @Decabbit
I do also buy links
But I do so carefully
and strategically

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@JudithLewis & @Decabbit
It isn’t always
smooth sailing

37.
@JudithLewis & @Decabbit
I’ve taken penalties…
Link penalties

38.
@JudithLewis & @Decabbit
So be careful when
buying links…

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@JudithLewis & @Decabbit
Some claim
poor quality
links still work
- offer $59.95
packages or
whatever

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Test Results
@JudithLewis & @Decabbit

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@JudithLewis & @Decabbit
All it showed was Fiverr is
useless and searches with clicks
don’t always work

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@JudithLewis & @Decabbit

43.
You Can Find Me Online
Twitter: @JudithLewis
@Decabbit
LinkedIn: http://uk.linkedin.com/in/judithlewis
Web: http://www.decabbit.com
Food Blog: http://MostlyAboutChocolate.com
HuffPost: http://www.huffingtonpost.co.uk/judith-lewis
SEO Blog: http://www.SEO-Chicks.com
ShideShare: http://www.slideshare.net/DeCabbit/

44.
THANK YOU FOR YOUR TIME
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