seo moz pro-link-building
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SLIDE MASTER – COVERPAGELink Building Strategies for 2010
Rand Fishkin – December 2009
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Content in this Webinar
• The Goals of Link Building• The 8 Kinds of Link Building• Matching the Right Strategies w/ Diverse Goals• Tools & Processes to Ease Link Acquisition• Link Building Shortcuts to Take and to Avoid• 40 Minute Live Q+A
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What Goals Can Link Building
Help Us Achieve?
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Bolster Individual Rankings
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Improve a Domain’s Ability to Rank Pages
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Achieve More Complete Indexation
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Drive Traffic & Branding Awareness
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Send Converting Traffic
Image Credit: websiteoptimization.com
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The 8 Basic Kinds of Link Building
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#1 - Manual Link Submissions/Requests
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#2 - Competitive Link Research/Acquisition
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#3 - Links via Embedded Content
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#4 - Linkbait & Viral Campaigns
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#5 - Content, Technology & API Licensing
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#6 - Partnerships, Exchanges & Trades
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#7 - Paid Links
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#8 - Link Reclamation
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Matching the Right Link Building Strategies
to Your Organization’s SEO Goals
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Links for Individual Rankings
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Links for Domain “Authority”
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Links for Indexation
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Links for Traffic & Branding
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Links for Conversion
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Using Tools & Processes to Ease the
Challenges of Link Building
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Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands• Linkscape + Link Intersect• Top Pages• Google Blog Search
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Yahoo! Site Explorer
Directionally indicativewithin ~50%
Not necessarily followed & in a somewhat random order
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Yahoo! Link Commands
Less “accurate” than Site Explorer
Lots of cool, useful modifiers available
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Yahoo! Link Commands
Full list available in PRO Guide to Advanced Search Operators:www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
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LinkscapeYou want this tab!
Good for comparison against other pages and vs. PageRank
Highest correlation with rankings success
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Linkscape
Important distinction – some subdomains are
treated as entirely different entities
Best predictor of domain’s ability to rank pages
(watch for new “domain authority” metric soon)
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Link Intersect
Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
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Top Pages
Find which pages are earning links (your own & competitors)
404s? Reclaim them!
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Google Blog Search
Results fluctuate 50-1000% daily (pay them
little heed)
More useful to find interesting/quality sites
that provide links
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Metrics for Evaluating a Link’s Value
• Numeric (Objective) Metrics• Subjective Metrics• Attainability and Effort
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Numeric Metrics for Link Valuation
• # of Linking Root Domains to URL• # of Linking Root Domains to Domain• Homepage PageRank vs. Domain mozRank• URL PageRank vs. URL mozRank• # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
• Twitter mentions (Backtweets.com)
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Numeric Metrics (Backtweets)
Results count(in a weird location)
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Subjective Metrics for Link Valuation
• Brand name reach/recognition• Quality of other links on page/site (Bing - Linkfromdomain)• Attainability and Effort
Jumping through Hoops (via WKA on Flickr)
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Scalable Link Acquisition Processes
• Written Process + Checklist• Tools + Metrics for Quick Analysis• Training & Incenting Link Builders• Building & Refining a Link Acquisition Funnel
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Written Process/Checklist
Checklist (via adesigna on Flickr)
• Run through the link building process yourself• Document every step thoroughly• Pass it on to others (w/ some training time)
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Tools for Quick Analysis
Get usable metrics quickly as you surf
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Tools for Quick Analysis
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Training & Incenting Link Builders
Training Camp (via Gil Searcy on Flickr)
• Do link building together• Create consistent metrics• Reward like a sales team• Record reasons why links
didn’t happen (like objections
to sales) and work on these
(things like design quality,
affiliations, language, etc. will
come up)
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Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
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Link Building Shortcuts to Take
(and those to avoid)
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Get Your Community Building Links
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Direct Anchor Text & Target URLs
Auto-select-all for easy copy to clipboard
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Recognize Helpful Links
Links to multiple high-ranking competitors
Strong domain metrics
Strong URL metrics
Well-known brand
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ID Strategies Engines May Devalue
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ID Strategies Engines May Devalue
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Learn from the “Best-Linked” Sites & Pages
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Learn from the “Best-Linked” Sites & Pages
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For more information, visit us at www.seomoz.org
All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008
Q+AUse the chat window and direct question to “All Participants.”
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For more information, visit us at www.seomoz.org
All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008
Next SEOmoz PRO Webinar (proposed):Thursday, January 21st 11:00am Pacific (2pm Eastern)
Subject: SEO Metrics, Analytics & KPIs
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