5 Ways to Trigger the Most Important Factor in SEO

1. How to Increase Your Domain Authority
5 Ways to Power The Most Important Factor in SEO
For Orbit Clients Only

2. How Google Works

3. Links Keywords

4. Authority Relevance

5. Off-site On-page

6. Links are authority

7. more links = more authority

8. links from authoritative websites =
much more authority

13. How much authority do I have?
How do I find out?

18. Source: The MozBar Chrome Extension

20. It’s the likelihood that
pages on your site will rank.
It’s the value of a link
from another site to your site.

21. Some Links Are Worth
More Than Others
There are a lot of little factors…

22. 1. It’s from a page on a domain with high authority

23. 2. It’s from a page without a ton of outgoing links
Many outgoing links =
less authority per link

24. 3. It isn’t just another link to your homepage

25. 4. The text in the link is descriptive ...not just ‘click here’
It’s good when the link text
Includes the target keyphrase

29. It’s bad if all the links include
the target keyphrase

30. But most sites have few or no keyphrase-focused backlinks

31. 1. From a site with high Domain Authority
2. From a page with few outgoing links
3. To a deeper interior page on your site
4. The anchor text includes your keyphrase
High Value Links

32. 1. Links in press releases
2. Links in social media posts
3. “nofollow” links
No (or low) Value Links

34. Bad Link Building
Dumb ways to try to get links

35. “Please link to me now.”

36. “Pay me and I’ll get links to you.”

37. “I’ll pay you to link to me.”

38. “I write good article for you.”

39. “Take my infographic and link to me.”

40. “You have a broken link. Link to me.”

41. “I like this page. Link to me?”

42. “Take this badge …and link to me.”

43. “Take this badge …and link to me.”

44. “Order from this menu of links.”

45. Buying Links at Scale: Private Blog Networks (PBNs)

48. 1. Link Building
Guest Blogging and Digital PR

49. Blogger Collaborative Content Marketer

50. More blog posts Links, better quality, more friends

51. Nice blog, buddy! This is what great
marketing looks like

53. Classic PR Targets
1. Associations / Trade publications
2. Industry blogs
3. Local media
4. Big business sites (become a columnist)

54. I wrote an article for you.
Here it is.
Aaron Orendorff
Expert Guest Blogger

57. 2. Link Attraction
Combining influencers with high-value content

58. lead

59. lead
traffic
conversions

60. lead
traffic
conversions
search
email
social

61. lead
traffic
conversions
search

62. lead
traffic
conversions
rank

63. lead
traffic
conversions
rank
content
links

64. lead
traffic
conversions
rank
content
links
content
relationships

65. source: How to Find Influencers, Orbit Media

66. Source: Mark Schaefer, Orbit Media
The 5 Types of Influencers

67. Who creates links?

68. Source: Mark Schaefer, Orbit Media
The 5 Types of Influencers

69. There are two kinds of people on the internet
1% Content creators
99% Content consumers
and contributors

70. 5 Types of Content Creators
1. Bloggers and Editors
2. Journalists
3. Researchers
4. Podcasters
5. Event Producers

71. lead
traffic
conversions
rank
content
links
content
relationships

72. lead
traffic
conversions
rank
content
links
content
collaboration with
content creators

76. Social media is the world’s
greatest phonebook

77. 1. Contributor quote
2. Expert roundup
3. Deep dive interview
Three Types of Content Collaborations

78. “Hi, Mark! Would you like to
contribute a quote to this article?”

79. “Hi, Mark! Would you like to
contribute a quote to this article?”
“Sure, Andy! No problem.
How does this sound?”

80. “Sure, Andy! No problem.
How does this sound?”
“This is perfect. Thank you!
I’ll let you know when this is live...”
“Hi, Mark! Would you like to
contribute a quote to this article?”

82. 1. Content quality (expert POVs)
2. Better social reach (ego bait)
3. Grows your professional network
Three Benefits of Collaborative Content
…with content creators who create links
and therefore might one day pass
authority from their site to yours.

83. What content attracts links?

84. source: BuzzSumo, Moz

85. 75% of content has zero links
source: BuzzSumo, Moz

86. Steve Rayson
Co-founder, Buzzsumo
...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.

87. Steve Rayson
Co-founder, Buzzsumo
...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinion
original research

88. lead
traffic
conversions
rank
content
links
content
collaboration with
content creators

89. lead
traffic
conversions
rank
content
links
original research
collaboration with
content creators

95. The average lifespan
of a marketing website is
2 years 7 months

98. But how can I get influencers to
check out this awesome research?

100. source: 2019 Blogger Survey, Orbit Media

101. “What do people in our industry
often say but rarely support?”

102. Find the missing stat

103. Source: Foundation
What else attracts link? Tools

104. 3. Do Something Press-Worthy
You make the news. The news makes the links

113. What do you believe that
most people would disagree with?

114. What do you think will happen in the future
that most people think is unlikely?

115. What questions are people in your industry
afraid to answer?

116. 4. Link Reclamation
You got mentioned, but where’s the link?

117. source: Talkwalker Alerts

118. source: Talkwalker Alerts

123. Let’s email the editor…
Specific, considerate…

124. The response…
Grateful!

127. 5. Link Swapping
The “grey hat” world of mentions

132. Everything in marketing
is based on relationships

133. If you’re not making friends,
you’re doing it wrong.

134. Friendships

135. @crestodina
Andy Crestodina
THANK YOU!