the art & science of building links by debra mastaler

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


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.


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

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PageRank™

TrustRank

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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?

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@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.

Google

…”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

https://support.google.com/webmasters/answer/66356?hl=en

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?


Penalties & DISAVOW


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


Manual Action NoticeGoogle love notes in your Search Console… not so lovely


Cleaning Up and Disavowing Links


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


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


https://www.rankranger.com/google-algorithm-updates

http://moz.com/google-algorithm-change

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!


Link Building TACTICS


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.


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


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


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.


Using Wikipedia Indirectly For CREDIBILITY

Wikipedia = hard to get on

Backlink all pages associated with your terms/industry

Offer same/similar content


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


Reclaiming Broken LINKS

Tools:

Citation Labs (paid)

Ontolo Tools (paid)

Check My Links (Chrome plug-in) Free

Run on blogs, magazines and Wikipedia


Reclaiming Broken LINKS - TIP


Another Broken Link MethodLook for competitors broken links, offer your content/links as replacement


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)


Unlinked MENTIONS

Not a big brand? No problem.

• Find unlinked keyword phrases

• Find mentions of out-of-business competitors


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!


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


Link Building Tactics Using Content

I think link therefore I am


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.


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?


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


https://www.campaignmonitor.com/blog/email-marketing/2014/07/email-marketing-vs-social-media/

Content CreationPeople are looking for answers, community and to be entertained!

Mentions

Lists

Images

Media

Round Ups

Curators

Reviews


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!)


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


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


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


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.


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.


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


Using Curators For Links And SOURCES

Paper.li“paper.li + keyword”

Rebel Mouse“rebel mouse + keyword”

FlipBoard“flipboard + keyword”

• .


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)


Reclaiming Images


Use Flickr And WikiMedia CommonsTo find similar images

Backlink images for sources

Find freelance photographers/directories

WikiMedia Commons also hosts recordings


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


Using Press And Media RELEASES Find media sources writing about your industry/services/products by back linking press releases from major brands.


Niche Wire/Press Release Submission SERVICESTopical niches


International Wire ServicesTranslating content, press release submission services to/for foreign countries

For the UK


Lightning Round


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.


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


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.


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

[email protected]

@debraMastaler

@debraMastaler

The slides in this deck are copyrighted to Debra Mastaler/Alliance-Link and may not be reproduced without permission.

http://www.alliance-link.com/

mailto:[email protected]

the art & science of building links by debra mastaler

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