google penguin webinar

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Linkbuilding in a Post-Penguin World

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Agenda

• What is Google Penguin?• Find Your Keanu Moment• Links in the Wild• Linkbuilding Techniques• Troubleshooting• Change Your SEO Vocabulary• Final Thoughts

What is Google Penguin?Major algorithm update from April 2012 that

cracked down on unnatural links.

Unnatural Links: Paid, spammy, or unrelated links leading to your website.

Finding Your Keanu Moment

We have two options:

• Memorize the current best practices and follow them blindly

• Learn how Google thinks to rank well now and in the future

Remember: Google wants to provide users with the best possible search results.

Finding Your Keanu Moment

What matters:

• Site quality• Industry authority• Outside endorsements

SEO is not supposed to be easy.

Remember: Google wants to provide users with the best possible search results.

Links in the Wild

With Penguin, it’s important to vary your anchor text so that it appears

natural to Google.

How Links Work• HTML Code: <a

href=“http://www.yoursite.com”>Anchor Text</a>

• How It Looks: Anchor Text

Exact Match Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Gucci Sunglasses</a>

Gucci Sunglasses

Exact match links used to be the core of SEO, but now too many will appear unnatural to Google.

Latent Semantic Indexing (LSI)

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Gucci Shades</a>

Gucci Shades

LSI links show a natural diversity in anchor text.

discount Gucci sunglassesGucci sunglasses for saleglasses by GucciGucci glasses with rhinestones

Naked Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>JoesSunglasses.com</a>

JoesSunglasses.com

Since naked links don’t contain keywords, they show Google a more natural link profile.

Having keywords in the surrounding text will still make these links valuable.

Junk Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Click Here</a>

Click Here

Same as naked links, junk links appear natural and can help you rank for keywords based on surrounding text.

Keep in mind, it’s not just about anchor text, it’s about where the link is coming from!

Branded Links

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

HTML How It Looks

<a href=“http://www.JoesSunglasses.com”>Joe’s Sunglasses</a>

Joe’s Sunglasses

Like naked and junk links, branded links are natural and awesome.

Summary

Site: JoesSunglasses.com • Keyword: Gucci Sunglasses

Linkbuilding Techniques

• Find Your Influencers• Guest Blog• Create Linkbait• Stalk the Competition

Find Your Influencers

• Track tweeted links from industry influencers

• Find sites relevant to your location and larger industry

• Look for relevant social communities

Who does your target audience trust?

Guest Blog

• Introduce yourself• Show published links• Provide idea(s) or outline(s)

• Make sure your content rocks

• Participate in the discussion• Blog comments• Social media

• HARO

Don’t be shy – reach out to site owners and editors!

Create Linkbait

• Infographics• Webinars• eBooks• Resources Section• Blog Posts• Comment, share, link to

others, etc.

Build content on your site that people will want to share.

Stalk the Competition… or should you?

• MajesticSEO to review competitors’ inbound links• If they linked to your

competitors, they can link to you, too!

• Look at site content• What worked then might

not work now

Keep an eye on what your competitors are doing, but don’t assume their methods are Penguin-friendly just

because they’re ranking well.

Old Stuff

• Top web and local directories

• High quality articles• Press releases• Blog posts• Social networking• Multimedia outreach

Standbys we still trust:

Troubleshooting

• “Delete and dilute”• Disavow links• Remove links manually• Improve site content –

Google Panda:• Keyword stuffing• Ads above the fold

So your rankings aren’t what they used to be. What now?

Change Your SEO Vocabulary

Change the way you talk about SEO.

Before After“Linkbuilding” Building links and citations“I will build you 200 links per month”

I will do X, Y, and Z activities every month

“My competitor has 800 links and I have 500”

[Look at more specific details]

Final Thoughts

• Change the way you think about SEO

• Evaluate your linking strategy• Trust your gut!

Find follow-up reading at AjaxUnion.com/blog

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