Debra Mastaler, President@debraMastaler
#SMX #11D
Alliance-Link.com
LINK BUILDINGFUNDAMENTALSThe Art & Science of Building Links
What We Will COVER:
Link Popularity
Unnatural Links
Penalties and Disavow
Tactics
Lightning Round
@debraMastaler#SMX #11D
Algorithms & Link Popularity
#SMX #11D
@debraMastaler
Most Popular Search Engine? Desktop Mobile Devices
#SMX #11D
@debraMastaler
200+ Factors Determine How A Page Ranks
Paid
Featured snippet
Organic
Domain & page level links
Page level content (Title, tags, etc.)
Machine learning (Rank Brain)
Mobile
Query data (clicks, bounce rates)
Site load speed
Location personalization
HTTPS
HTTPS
#SMX #11D
@debraMastaler
AuthorshipRemoved
“In the News”Box
PenguinEverflux
AuthorshipPhoto Drop
PageLayout
Panda4.1
Pigeon Expands(UK, CA, AU)
Payday Loan 3.0
Penguin3.0
UnnamedUpdate
Panda4.0
Pigeon
Pirate2.0
PaydayLoan 2.0
HTTPS/SSLUpdate
Most of the changes/filters added are done to help DEFINE, EVALUATE and RATE links and the pages they
come from.
Image from: www.blog.agriya.com
@debraMastaler#SMX #11D
What Is Link Popularity?
Link popularity measures the quality and quantity of links pointing to a webpage.
Considered an off-page factor.
Engines weigh off-page factors more heavily than on-page.
SLANG: Link Juice, Link Love, Link Pop, Link Equity
It is NOT just the number of backlinks pointing to a webpage.
@debraMastaler#SMX #11D
Four Components of Link Popularity
#SMX #11D
Quantity
Quality
Relevance
Anchor Text
@debraMastaler
Link Quantity The number of links pointing to a webpage from “outside” or different website/pages
#SMX #11D
Your Webpag
e(website
)
Webpage A
Webpage B
Webpage C
Webpage D
Webpage E
@debraMastaler
Link QualityDetermined by the authority/trust/popularity of the host pages/sites and the sites linking to them.
#SMX #11D
My Website
Site ASite X
Site Y
Site B Site Z
@debraMastaler
Link QualityPageRank™ measures/computes quality
#SMX #11D
PageRank™
TrustRank
@debraMastaler
What Makes A Page “Quality”Characteristics:
Rank well
Show topic expertise
Answer questions
Trusted
Linked to frequently by trusted sources
Clicked on frequently
High reliability
Relevant to the query
#SMX #11D
@debraMastaler
Relevance What is your page talking about?
#SMX #11D
@debraMastaler
Relevance
Clicks help Google determine the topical relevance of a page
Sports
Wiki - handbags
Wiki - business
Sports
Business
Sports
Handbags
Automotive
#SMX #11D
@debraMastaler
RelevanceInbound links from “similar” sites best
#SMX #11D
Costa Rica Vacation Rentals
“Baby Stroller”
Diamond rings
petfinder
wfmz pawlooza
huffingtonpost
app.pickering.ca
donatenow.networkforgood
peternity
somepuppytolove
saveacat
PETFINDER.COM
@debraMastaler
Anchor TextEndorsement of what’s to come
#SMX #11D
Anchor text is the clickable part of the link you see, it is a query ranking factor
My daughter is freshman at Villanova University.
My daughter spends a lot of money buying college text books.
Visit www.poor-parents.org for more information.
…”anchor text influences the
queries your website ranks for in the search results.
…”anchor text helps define the
theme of a linked page”
Bing
@debraMastaler
Anchor TextHyperlink when it makes sense
Make your anchor text conversational
Doesn’t matter what you do, if Google * thinks* your inbound links are anything but editorial, you lose.
#SMX #11D
“ Any links intended to manipulate… a site’s ranking in Google search results may be considered part of a link scheme and a
violation of Google’s Webmaster Guidelines. Additionallym creating 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 violation of our guidelines.”
@debraMastaler
Your Goal When Building Links:
#SMX #11D
Attract a large quantity of links from
Quality and
Topically (or geographically) relevant pages using
Smart and conversational anchor text
@debraMastaler
Unnatural LINKS What to Avoid
#SMX #11D
@debraMastaler
What Might Be Considered An Unnatural Link?
Paid links
Large scale guest posting
Low quality directories
Footer links
Template links
#SMX #11D
Large-scale reciprocal linking
Massive press releases
Blanket widgets and badges
Forced forum drops
BEERBeer or
Chocolate
From Google’s guidelines
@debraMastaler
Avoid These Flags and Footprints
#SMX #11D
Do not acquire a lot of the same links quickly
Avoid using same anchors over and over
Avoid linking with low quality pages
Avoid placing links in navigation and sponsored areas
Avoid pages/sites hosting excessive reciprocals and template links
Don’t make directory links (even niche directories) a large part of your portfolio
Avoid sites with excessive Adsense
Avoid sites with no Contact or About Us information's info
@debraMastaler
Questions To Ask Before You LinkQuestion Yes No
Is the page hosting your link ranking “well” in the search results?
Been cached lately?
Do they use no follow attributes?
Does the website participate in social media?
Is the website tied to a network?
Is the content relevant to my site?
Did you search “complaint” + URL/name of owner/site?
Is the site mobile friendly?
@debraMastaler#SMX #11D
Penalties & DISAVOW
@debraMastaler#SMX #11D
Google Penalty? Or Algorithm Update?Not hard to figure out but stinks either way.
Disappeared from the search results
(poof!)
A manual penalty
Lost substantial ranking
(ouch)
Affected by changes/filters to an algorithm
IF YOUR SITE: YOU EITHER HAVE:
OR OR
@debraMastaler#SMX #11D
Manual Action NoticeGoogle love notes in your Search Console… not so lovely
@debraMastaler#SMX #11D
Cleaning Up and Disavowing Links
@debraMastaler#SMX #11D
ReconsiderationAsking Google to review your site after manual penalty (REQUEST A REVIEW)
A good reconsideration request does three things: Explains the exact quality issue on your site Describes the steps you’ve taken to fix the issue Documents the outcome of your efforts
@debraMastaler#SMX #11D
Ranking Drop Due To Algorithm ChangeHow to determine which update affected you
Check Google/Other Analyticshttps://www.rankranger.com/google-algorithm-updateshttp://moz.com/google-algorithm-change
Google Algorithm Updates History
@debraMastaler#SMX #11D
Watch Your Rankings, Watch Your BacklinksWatch your backlinks like you watch your rankings.
Analyze your backlinks and identify potential trouble.
Try to get them removed when you find them.
Disavow as last resort. Just do it.
Be proactive, don’t wait for a slap down!
@debraMastaler#SMX #11D
Link Building TACTICS
@debraMastaler#SMX #11D
Three Link Building Facts To Keep In Mind:
It is less about what you do and more about where.
Links help get you ranked but clicks show you deserve to be there.
You need to have something worth linking to before the links will come.
@debraMastaler#SMX #11D
Link Building Tactics We Will COVER:
Foundational Tactics
• Reclaiming broken links• Unlinked mentions• Credibility links• Resource pages• Image gifting
Content Tactics
• Media outreach• Image galleries• Reviews• Roundups• Lists• Curators
@debraMastaler#SMX #11D
Foundational LINKS:
Help position you as a brand expert and credible, factual source
Identify your brand in an ever-growing link graph
Puts you on credible/authority sources
Tend not to change
Inexpensive to acquire
Content marketing SHOULD NOT be your only link building strategy!
• Reclaiming broken links• Unlinked mentions• Credibility links• Resource pages• Image gifting
@debraMastaler#SMX #11D
Credibility LINKS
• Chamber of Commerce
• Industry Associations
• Better Business Bureau
• Wikipedia
Establish trust signals, set expertiseUse “membership” as
a point of commonality
Dear Ricky:
As a fellow member of the
Fairfax Chamber I’d like to share
our latest blog post with you…
If you like it, please tweet and
share to your network! I’ll
happily do the same for your
next blog post if you send it to
me.
Lucy.
@debraMastaler#SMX #11D
Using Wikipedia Indirectly For CREDIBILITY
Wikipedia = hard to get on
Backlink all pages associated with your terms/industry
Offer same/similar content
@debraMastaler#SMX #11D
Resource PAGESFind opportunities on government and academic outlets
Your keyword + “RESOURCES”
“USEFUL LINKS” + your keyword
“HELPFUL LINKS” + your keyword
“Links on this page will take you away from” +
your keywordFree Tool: SoloSEO.com
@debraMastaler#SMX #11D
Reclaiming Broken LINKS
Tools:
Citation Labs (paid)
Ontolo Tools (paid)
Check My Links (Chrome plug-in) Free
Run on blogs, magazines and Wikipedia
@debraMastaler#SMX #11D
Reclaiming Broken LINKS - TIP
@debraMastaler#SMX #11D
Another Broken Link MethodLook for competitors broken links, offer your content/links as replacement
@debraMastaler#SMX #11D
Unlinked MENTIONSFind unlinked mentions of a brand/company/URL
These sites mention the company
(deftones.com) but are not hyperlinking the
phrase.
RankTank.com(free to use)
@debraMastaler#SMX #11D
Unlinked MENTIONS
Not a big brand? No problem.
• Find unlinked keyword phrases
• Find mentions of out-of-business competitors
@debraMastaler#SMX #11D
Image GIFTINGGiving an image to content that needs it!
• Search for blog posts and magazine articles using your keywords but not showcasing images.
• Offer photo at no charge
• Own the photo!
@debraMastaler#SMX #11D
Gifting With CINEMAGRAPHS (.gif)
Do something different
Creates memorable content
Stimulates linking!
Make your own: MakeAGif.com
Backlink topical .gifs found in directories such as Giphy.com/search/gif-directory
@debraMas#SMX #11D
Gifting With MEMESBe unique with your quips
Use hashtags associated with your company or company name if it fits
alliance-link.com
alliance-link.com
@debraMastaler#SMX #11D
Link Building Tactics Using Content
I think link therefore I am
@debraMastaler#SMX #11D
Content Best Practice RECOMMENDATIONS:Do not over-use keyword anchors in posts/articles/bios, hyperlink conversationally
Avoid blog networks
Avoid guest writing on sites with basic About Us or lack contact information
Produce content that makes you become a weekly habit.
@debraMastaler#SMX #11D
What type of content can I create to attract the most links?
&
What are the best distribution channels for my content so it’s seen by my target
audience?
@debraMastaler#SMX #11D
Content Distribution CHANNELS
You are 6x more likely to get a click-through from an email campaign than
you are from a tweet.- Campaign Monitor
• Email campaigns
• Media (press) campaigns
• Community groups (Chambers & Assn’s)
• Forums
• Social networks
• Paid ads (social)
• Newsletters
• RSS
ME
@debraMastaler#SMX #11D
Content CreationPeople are looking for answers, community and to be entertained!
Mentions
Lists
Images
Media
Round Ups
Curators
Reviews
@debraMastaler#SMX #11D
Product Reviews You WRITE
• Written reviews with images are most frequently linked to(the longer the better)
• Keep best reviews on your site, promote from there, (unless…)
• Issue press release for substantial reviews
• Bundle reviews into ebooks, add email paywall
• Add teasers to YouTube
• Target social networks for distribution (Facebook ads work great!)
@debraMastaler#SMX #11D
Using Facebook Ads For Exposure and (eventually) LINKS
Target journalists and influencers by job title, company and ADI through Facebook ads.
Great way to get attention to your content
@debraMastaler#SMX #11D
Target Media Mentions PAGES
• Contact review company to host your review!
• Search Strings:
Media mentions + keywordMedia reviewsMedia coverageMedia libraryMedia centerProduct reviews
• Add to review sites such as ConsumerSearch.com
@debraMastaler#SMX #11D
Using Reviews Others Write for LINKSUse what other people have written to gain links
Search for older reviews
Back link, look for sources
Offer your “new and improved” review as a source or
Write a comparison piece
@debraMastaler#SMX #11D
List POSTSPeople love longer list posts
See what’s already out there and create a different number of items in your list post.
Make each list item short and to the point
Don’t write a long intro
Include visual elements
Add a “click to tweet” button after each list item.
Break long lists into categories.
Encourage readers to leave an item in comments, keep adding to the list.
Repurpose list posts into e-books, use each list item as a chapter.
@debraMastaler#SMX #11D
List Post TITLES
How To ___ in # Easy Steps How to Find ___ How to Generate More ___
A Complete Guide To ___ Best ___ Ideas Ultimate Guide To ____
Most Popular Ways To ___ # Tips For Busy ____ Top # ___ Tips
# Mistakes To Never Make Again # Amazing Secrets Of ____ # Foolproof Tips For ___# Things Everyone Should Know About ___ # Effective Ways To ____ # Super Tips For ___
# Creative Ways To ___ The ___ Guide You Need To Read #Lessons Learned About ___
# Predictions You Should Prepare For Top # Useful ____ Ideas # Excellent Free ___
The # ___ You Need In Your Life # Incredible ___ Tools and Resources # Of The Best ___ Case Studies
TIP: Throw in an outside source or two when creating list posts, the people you feature will help promote your content.
@debraMastaler#SMX #11D
Link ROUNDUPSA collection of favorite posts from around the Web
1. Identify blogs/sites showcasing roundups
2. Ask to have your content included
Search Strings:Daily Link Roundup + keyword
Link Roundup + keyword
Weekly Link Roundup + keyword
Web Roundup + keyword
Set an alert and let roundups come
to you
@debraMastaler#SMX #11D
Using Curators For Links And SOURCES
Paper.li“paper.li + keyword”
Rebel Mouse“rebel mouse + keyword”
FlipBoard“flipboard + keyword”
• .
@debraMastaler#SMX #11D
Using Images To Attract LINKS
1. Offer images, include attribution license
2. Let the media and publishers know your image gallery exists (press release)
3. Create .gifs from images
4. Conceptual, factual and historical images work well!
5. Run images through TinEye twice a year (reclaiming images)
@debraMastaler#SMX #11D
Reclaiming Images
@debraMastaler#SMX #11D
Use Flickr And WikiMedia CommonsTo find similar images
Backlink images for sources
Find freelance photographers/directories
WikiMedia Commons also hosts recordings
@debraMastaler#SMX #11D
Getting Links From The MEDIAEveryone knows about HARO (Help A Reporter Out), there are others!
SourceBottle.com (free)
PitchRate.com (free)
ExpertiseFinder.com ($)
MediaKitty.com ($)
ProfNet (prnewswire.com/profnet) ($)
Journalists like research backed content
Surveys Case studiesImages/Video
Factual rebuttalsNewsjacking
@debraMastaler#SMX #11D
Using Press And Media RELEASES Find media sources writing about your industry/services/products by back linking press releases from major brands.
@debraMastaler#SMX #11D
Niche Wire/Press Release Submission SERVICESTopical niches
@debraMastaler#SMX #11D
International Wire ServicesTranslating content, press release submission services to/for foreign countries
For the UK
@debraMastaler#SMX #11D
Lightning Round
@debraMastaler#SMX #11D
Key Insights Going FORWARD
• Keep the key components of link popularity in mind when building links.
• Don’t scrimp on a copywriter, don’t scrimp on a photographer.
• Make sure your links sit on mobile friendly sites/pages.
• Invest in SEO/link tools after using free trials.
• Create evergreen content that has been personalized for your target audience.
• Add email capture to everything, look into “content for a tweet”.
• Create “Knowledge Vault” quality content.
• Site uses nofollow but the link is worth having? Point it to your social profiles for traffic.
@debraMastaler#SMX #11D
More Key INSIGHTS
• Contests, sponsorships, scholarships, etc – all good ideas but one-off, time sensitive tactics.
• Follow key media on Twitter and LinkedIn. Engage and stalk their Lists!
• Fax press releases directly to media, forget the press release submission outlets.
• Local media outlets love, love, love interviews and factual content.
• Media doesn’t link out except when they have to. Images are that exception.
• HARO (Help A Reporter Out) and others, great resources but be quick! <3 hours
• Buy stock photos (own the rights) from Shutterstock (etc.) to give away
@debraMastaler#SMX #11D
Another Key INSIGHT:
Keep an eye on the sites ranking behind you.Yes, that’s right, behind you.They are the webmasters looking to unseat you.Watch what they are doing, follow on social media. Load their domain/brand names in your alert services.
@debraMastaler#SMX #11D
In CLOSING:
#SMX #11D
Emotional triggers cause people to link.
What is your 4.7 seconds?@debraMastaler
Thank you!
#SMX #11D
For more information on my custom link marketing services and link building training, visit
@debraMastaler
@debraMastaler
The slides in this deck are copyrighted to Debra Mastaler/Alliance-Link and may not be reproduced without permission.