How consumers use technology and the impacts on their lives
Clase 03
1. Off-‐site
SEO
3/3
Rodney
Cullen
@rodcul
h9p://www.slideshare.net/rodcul
12
de
Febrero
de
2015
2. “Here's
the
truth
you
have
to
wrestle
with:
the
reason
that
art
(wriJng,
engaging,
leading,
all
of
it)
is
valuable
is
precisely
why
I
can't
tell
you
how
to
do
it.
If
there
were
a
map,
there'd
be
no
art,
because
art
is
the
act
of
navigaJng
without
a
map.
Don't
you
hate
that?
I
love
that
there's
no
map.”
―
Seth
Godin,
Linchpin:
Are
You
Indispensable?
31. Link
schemes
(by
Google)
Any
links
intended
to
manipulate
PageRank
or
a
site's
ranking
in
Google
search
results
may
be
considered
part
of
a
link
scheme
and
a
viola<on
of
Google’s
Webmaster
Guidelines.
This
includes
any
behavior
that
manipulates
links
to
your
site
or
outgoing
links
from
your
site.
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
wriJng
about
it
and
including
a
link
Excessive
link
exchanges
("Link
to
me
and
I'll
link
to
you")
or
partner
pages
exclusively
for
the
sake
of
cross-‐
linking
Large-‐scale
arJcle
markeJng
or
guest
posJng
campaigns
with
keyword-‐rich
anchor
text
links
Using
automated
programs
or
services
to
create
links
to
your
site
Addi<onally,
crea<ng
links
that
weren’t
editorially
placed
or
vouched
for
by
the
site’s
owner
on
a
page,
otherwise
known
as
unnatural
links,
can
be
considered
a
viola<on
of
our
guidelines.
Links
with
opJmized
anchor
text
in
arJcles
or
press
releases
distributed
on
other
sites.
Low-‐quality
directory
or
bookmark
site
links.
Keyword-‐rich,
hidden
or
low-‐quality
links
embedded
in
widgets
that
are
distributed
across
various
sites.
Widely
distributed
links
in
the
footers
or
templates
of
various
sites.
Forum
comments.
40. • Blog
comments
that
are
not
moderated
• Press
releases
with
opJmized
anchor
text
• ArJcle
directories
• Guest
post
signatures
• Advertorials
• Embeddable
widgets
• Infographic
embeds
• User
profile
pages
• Guestbooks
• Forum
signatures
• Directories
that
are
not
moderated
43. Finding
your
assets
Examples
of
assets
may
be
• Content
• Data
• Products
• Services
• People
44. What
type
of
links
you’ll
need
• Links
to
your
homepage
• Links
to
"deep"
pages
(such
as
product
or
category
pages)
• Links
containing
your
brand
/
company
name
• Links
containing
the
keywords
you're
targeJng
45. Finding
link
targets
&
Hooks
Some
hooks
that
you
can
think
about
may
be:
• News
• Funny
• Controversial
• Data
visualisaJon
• CompeJJon
• Ego-‐bait
• Long-‐form,
detailed
content
46. Techniques
for
finding
link
targets
• Find
lists
of
bloggers
• Find
bloggers
on
Twi9er
(Followerwonk)
• Advanced
search
queries
47. Finding
out
more
about
the
personas
we're
targeJng
• Finding
contact
details
• PrioriJsing
link
targets
• Domain
metrics
• Blogger
influence
• Likelihood
of
linking
48. Outreach
• You're
contacJng
a
real
person
• How
to
craw
your
message
• Tell
them
why
they
should
care
about
you
• Tell
them
what
acJon
you'd
like
them
to
take
• Show
that
you're
genuine
and
not
a
spammer
49. Following
up
• An
Excel
spreadsheet
• Specialist
tools
for
outreach
management
• Boomerang
• How
to
follow
up
50. How
long
will
it
take
for
link
building
to
improve
a
site's
ranking?
• The
compeJJveness
of
your
industry
as
a
whole
• How
compeJJve
your
target
keywords
are
• The
acJvity
of
your
compeJtors,
i.e.,
if
they
are
acJvely
building
links,
too
• The
types
of
links
you're
building
• The
history
and
strength
of
your
domain
51.
52. Content-‐based
link
building
• An
infographic
• A
data
visualizaJon
• A
white
paper
• A
how-‐to
guide
• A
video
• An
image
gallery
53. Examples
of
content-‐based
link
building
campaigns
• h9p://www.swissotel.com/promo/eJque9e-‐map/
• h9p://www.concerthotels.com/100-‐years-‐of-‐rock
• h9ps://mahifx.com/john-‐paulson/
59. Page
&
Domain
link
features
• PR
page
—
PageRank
of
the
current
page.
• PR
main
—
Main
page
PageRank.
• Alexa
Rank
—
Website
rank
according
to
Alexa.com.
• Alexa
Rank
Local
—
Local
website
rank
according
to
Alexa.com.
• Alexa
Sites
Linking
—
Number
of
websites
referring
to
this
domain
according
to
Alexa.com.
• Bing
Outgoing
Links
—
Number
of
outgoing
links
from
this
domain
according
to
Bing.
• Backlinks
Ahrefs
—
Website
backlinks
according
to
Ahrefs.
• Language
—
Webpage
language.
• DMOZ
—
DMOZ
lisJng
status.
• Backlinks
MajesJcseo
—
Website
backlinks
according
to
MajesJcSEO.
• Domain
Merge
—
Is
the
domain
merged.
• Google
Index
—
Number
of
the
website
pages
indexed
by
Google.
• Google
Domain
MenJons
—
Number
of
references
or
text
domain
menJons.
• Site
links
—
Website
links
found
in
the
Google
SERP.
• IP
—
IP
address
of
the
server.
• Link
Stat
—
Internal/external
links
on
the
main
page.
• Subnet
—
Subnet
number.
60. Page
&
Domain
link
features
• Referring
Domains
—
Number
of
domains
referring
to
this
page
according
to
Ahrefs.
• Referring
Domains
MajesJcSEO
—
Number
of
domains
referring
to
this
page
according
to
MajesJcSEO.
• Referring
IP
Addresses
Ahrefs
—
Number
of
the
referring
IP
addresses
to
this
domain
according
to
Ahrefs.
• Links
to
this
Page
—
External
links
referring
to
this
page
according
to
Ahrefs.
• Text
Backlinks
—
Number
of
text
backlinks
according
to
Ahrefs.
• Server
Country
—
Server
country.
• Server
Region
—
Server
region.
• SEOmoz
Domain
Authority
—
Domain
Authority
according
to
SEOmoz.
• Domain
mozRank
—
Domain
mozRank
according
to
SEOmoz.
• Domain
mozTrust
—
Domain
mozTrust
according
to
SEOmoz.
• SEOmoz
Link
Count
—
All
links
to
this
page
according
to
SEOmoz.
• SEOmoz
Page
Authority
—
Page
Authority
according
to
SEOmoz.
• mozRank
—
Page
mozRank
according
to
SEOmoz.
• mozTrust
—
Page
mozTrust
according
to
SEOmoz.
• Diggs
—
Total
number
of
Jmes
this
URL
has
been
Digged.
61. Page
&
Domain
link
features
• FB
Comments
—
Number
of
FB
comments
at
the
current
page.
• FB
Likes
—
Number
of
Jmes
this
URL
and
its
FB
comments
were
Liked.
• FB
Shares
—
Number
of
Jmes
this
URL
was
shared
on
a
personal
public
Facebook
page.
• FB
Total
—
Total
number
of
FB
Likes,
FB
Shares
and
FB
comments
for
the
current
URL.
• Google
+1
—
Total
number
of
Jmes
this
URL
has
been
+1ʹ′d.
• LinkedIn
—
Total
number
of
Jmes
this
URL
has
been
shared
in
LinkedIn.
• Pins
—
Total
number
of
Jmes
this
URL
has
been
Pinned.
• StumbleUpon
—
Total
number
of
Jmes
this
URL
has
been
shared
in
StumbleUpon.
• Twi9er
—
Total
number
of
Tweets
and
re-‐Tweets
of
this
URL.
• Status
Code
—
HTTP
header
status
code.
• Class
C
Subnets
—
Number
of
subnets
class
C
referring
to
this
domain
according
to
Ahrefs.
• URL
—
URL
analysis.
• Web.Arch
Domain
Age
—
Domain
age
according
to
Web.archive.org.
• WhoIs
Domain
Age
—
Domain
age
according
to
Who.is.
65. SEO
Challenge
• New
domain
or
exisJng
domain
(only
increase
in
SEO
traffic
counts).
• Most
SEO
traffic
from
today
unJl
the
end
of
the
Master
(30
June
2015)
as
measured
by
Google
AnalyJcs
(screenshots)
• h9p://groups.google.com/d/forum/seo-‐mmd
seo-‐mmd@googlegroups.com
• Teams
of
1-‐2
people
• 50€
Amazon
giw
cerJficate
to
the
winner!
(minimum
3
teams
parJcipaJng)