Link Development Post Panda
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My presentation from #SearchLondon Meetup. Link development strategies post the Google Panda update. From link analysis and prospecting to content outreach and other link dev strategies.
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Link Development Post Panda
- 1. Post Panda Link Dev Lisa Myers CEO, Verve Search #SearchLondon @LisaDMyers
- 2. About Lisa Myers • 11 years experience in Marketing, 6 in Search & Social • Speaker at Search Conferences Worldwide (SES, SMX, ISS, A4U etc) • Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing • Heavily involved in the global Search Community, founder of SEO-chicks.com and co-founder of European search blog StateofSearch Awards • “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search • Management Today “35 women under 35” list 2009 • “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) • “B2B Marketing Newcomer of the Year” (2007) @LisaDMyers #SearchLondon
- 3. “Panda” was not a link algorithm update but a site quality update!
- 4. Panda in a nutshell • Design + UX (ads, graphics etc) • Content Quality (unique, useful, grammar, spelling etc) • Usage Metrics (CTR, time spent, bounce rate, direct traffic etc) + a whole lot of tweaks............
- 5. But it HAS affected links Quality of site = bad means Link juice = shit @LisaDMyers #SearchLondon
- 8. Spend more time using this
- 9. #1 Link Analysis & Link Prospecting #2 Link Development
- 10. #1 Link Analysis & Link Prospecting
- 11. tools...
- 12. What to analyse • Anchor text • Depth of links (what pages are linked to) • Type of links (sources) • Authority & Strength of links • Quality of content on a site • Design/UX • Traffic, other marketing etc @LisaDMyers #SearchLondon
- 14. Finding Relevant Sites • Keyword + “article” • Keyword + “blog” Keyword inurl: “write for us” Keyword inurl:”guest posts” Keyword intitle: “write for us” and so on... @LisaDMyers #SearchLondon
- 15. Large Scale Link Prospecting • Using scraper tool (like this Chrome extension http://goo.gl/c7erv ) • SEOmoz APIwww.seomoz.org/api (Pro Acc!) • Excel Spreadsheet http://justinbriggs.org/quick-link-prospectingwith-scraper-extension Follow: @JustinRBriggs @LisaDMyers #SearchLondon
- 16. Use Your Brain Prospecting • What other sites would your audience visit? • What would they search for? • What are they interested in? What do they like reading? • What sites are the best? @LisaDMyers #SearchLondon
- 17. Social Influencers • Identify social influencers within the industry/ market you are link building to • Which channels are they using; Twitter, facebook, LinkedIn? • What sites are they reading/sharing and talking about? @LisaDMyers #SearchLondon
- 19. + SEO TOOLS
- 20. Quality Link Development • Utilising Existing Relationships • Link Baiting • Content Outreach @LisaDMyers #SearchLondon
- 21. Utilising Existing Relationships Often it is the simplest idea that gives you the most link juice! For example; - Would your partners, customers etc link to you? - Which University did the CEO go to? - Discounts / Offers @LisaDMyers #SearchLondon
- 22. Apple.com Links to domain= 35.8 MILLION! PR=9/10
- 23. link baiting great digita l content
- 24. { A piece of digital content (article, video, infographic, etc) that specifically increases the chances for generating “organic links”
- 26. intelligent provoking interesting funny GREAT IDEA competitions newsworthy educational
- 27. Host the content! • This type of link development requires you to host the content on the domain you are doing link dev for!! • Creating a fab link bait or social media campaign that is not on your domain = lost link equity @LisaDMyers #SearchLondon
- 29. • LINKS! • Equivalent of 50% of their average monthly traffic • Twitter followers increased by 300%
- 30. Infographics is great link bait!
- 32. Content Outreach Using a piece of content to get a link can be very EFFECTIVE!
- 33. It’s all about the ANGLE!
- 34. Give something back Have something to trade, why should they be linking to you? - Content (must be relevant!) - Discount/competition - Breaking news - Free “something” - YOUR USPs??!!
- 35. Ultimate TIP Don’t try source a home for an article already written. Find sites you WANT to get a link from and then write the article! Their tone of voice and style and type of article!
- 43. using your USPs & product angle
- 44. Stuff.TV Links to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
- 45. Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
- 46. Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership
- 50. you need one of these!
- 51. Ps: if that fails buy some links
- 52. Thank You! @LisaDMyers Email: [email protected] Web: www.vervesearch.com