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Link Building Basics for Businesses

Rachel McCombie
Today’s talk will cover:


    1          Why rank well in Google?

    2          How does Google know what websites to rank highly?

    3          The characteristics of a great link profile

    4          White Hat versus Black Hat link building

    5          A word on Google’s infamous Panda update

    6          Top link building tips for you to take away!



2   Rachel McCombie – @RachelsWritings
Why rank well?


 Most people click on the first
  few results
 The higher you rank, the more
  traffic you will get and
  therefore the more business
 Brand recognition – ranking
  highly for relevant terms
  conveys authority,
  trustworthiness and market
  dominance


3   Rachel McCombie – @RachelsWritings
How does Google know which websites to
      rank?
Two main categories of ranking factor – on-site and off-site




    Keyword use in meta                                        Volume, quality and
    data and on the page                                       relevance of links




       SEO-friendly site                                   Social signals
           architecture




4     Rachel McCombie - @RachelsWritings
The characteristics of a great link profile

A good link profile combines quality, quantity and relevance
                                                      Links from sites that
                                                       deal with similar areas
                                                       to yours carry more
 Quantity isn’t the                                   weight
  be all and end all if
  the links are strong




                                                      Links from high quality sites
                                                       carry more weight


5   Rachel McCombie – @RachelsWritings
White Hat versus Black Hat

Which link building practices put your website at risk?
                       White Hat                             Black Hat
     White Hat link building is what the     Tries to trick Google
      ‘good guys’ in SEO do                   Unethical/spammy
     Involves building high quality links    Puts your website at risk of being
                                               penalised or even deindexed
                                              Includes:
                                               – Paying for links
                                               – Article spinning
                                               – Suddenly acquiring hundreds of
                                                 thousands of links is a dead
                                                 giveaway!



6      Rachel McCombie – @RachelsWritings
A word about Google’s Panda Update

The Panda update devalued links from low-quality sites
 It’s part of Google’s attempts to reduce internet spam
 Rankings of many sites plummeted after Panda
 This means link building needs to be higher quality
 If you’ve done link building in the past, some of the links in your backlink profile may
  have been devalued




7   Rachel McCombie – @RachelsWritings
Directories

Generally low-quality links but quick & easy, and some are still worth having

                                         Directories
                                          Often get control over anchor text
                                          Easy to submit to and therefore a ‘quick win’
                                          Even quicker win: use a cheap service such as Directory
                                           Maximiser to get someone to do it for you




                                         CSS Galleries
                                          Showcases good web design
                                          Links back to your site
                                          Quick win: use MeeCSS to submit quickly and easily, or pay
                                           them a small fee to do it for you




8   Rachel McCombie – @RachelsWritings
Article Directories

    Quick win but use in moderation
 Like directories, generally poor quality
 Can submit the same content to more than
  one
 You get a link with the anchor text you want
  from a page on a relevant topic
 Quick win: use a service such as Copify to
  get some articles written on subjects
  relevant to your business. “How to” articles
  work well. Then copy and paste!




9   Rachel McCombie – @RachelsWritings
Press Releases
     Media exposure = links and more links
 Allows you to get more
  mileage from existing
  content – fast
 You get extra media
  exposure as well as
  links
 Often picked up by
  news aggregator sites
  for extra links
 Quick win: submit
  your existing press
  releases to a press
  release submission site
  such as PR Web.


10   Rachel McCombie – @RachelsWritings
Guest blogging
     Write for other websites, raise your profile and get great links!




11   Rachel McCombie – @RachelsWritings
The process of guest blogging

How to get great links through guest blogging
                           Write a great piece of content
                        Write a blog post on an interesting topic related to your business
     Step 1
                        The more original, topical and interesting, the better

                           Identify influential bloggers in your field
                        Find the blogs you’d like to publish on – not all blogs accept guest
     Step 2              posters
                        Contact with a personal message to pitch your post

                           Publish
                        Include a link back to your site in your author bio
     Step 3
                        Promote the blog post in social media channels


12   Rachel McCombie – @RachelsWritings
Infographics




13   Rachel McCombie – @RachelsWritings
Infographics – the process

Done properly, infographics can bring great links and traffic

                        Come up with a good concept relevant to your business
     Step 1             The more original and interesting, the better


                        Design it (or pay a designer)
     Step 2             Write a press release to promote it, linking back to you

                        Contact sites in relevant fields asking them if they want to feature the
                         infographic
     Step 3             Be sure to ask them to link back to you as the source

                        Submit to infographic directories for extra links
     Step 4             Host it on your own site with an embed code linking back to you


14   Rachel McCombie – @RachelsWritings
Some other great link building tactics

Even more great link building tactics for you to try
            Link bait                             RSS Feeds                    Video content
  Host great content on your              Submit your RSS feed to       Link back to your site from
   site                                     news aggregator sites such     video sharing sites such as
  Watch the links come                     as alltop.com                  YouTube, Vimeo etc
   flooding in                             You get a link for every
  Provocative, striking or                 new story you add
   shocking works best


         White papers                              Widgets                 Competitor backlinks
  Write a detailed PDF about a            Create something useful       Run a report through
   topic relevant to your                   or fun that bloggers want      Open Site Explorer to find
   business
                                            to share                       your competitors’
  Send it to relevant sites in
                                           Link back to your site in      backlinks
   return for a link
  Presents you as an authority             the embed code                Replicate!



15   Rachel McCombie – @RachelsWritings
Any questions?




                       Q&A
          Questions & Answers



     Rachel McCombie - @RachelsWritings
16
Thank you!

                                          Contact
                                          Rachel McCombie
                                          SEO, Copywriter and Editor

                                          Email: rachel.mccombie@gmail.com
                                          Website: http://rachelswritings.com
                                          Twitter: @RachelsWritings




17   Rachel McCombie – @RachelsWritings

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Link Building Basics for Businesses

  • 1. Link Building Basics for Businesses Rachel McCombie
  • 2. Today’s talk will cover: 1 Why rank well in Google? 2 How does Google know what websites to rank highly? 3 The characteristics of a great link profile 4 White Hat versus Black Hat link building 5 A word on Google’s infamous Panda update 6 Top link building tips for you to take away! 2 Rachel McCombie – @RachelsWritings
  • 3. Why rank well?  Most people click on the first few results  The higher you rank, the more traffic you will get and therefore the more business  Brand recognition – ranking highly for relevant terms conveys authority, trustworthiness and market dominance 3 Rachel McCombie – @RachelsWritings
  • 4. How does Google know which websites to rank? Two main categories of ranking factor – on-site and off-site Keyword use in meta Volume, quality and data and on the page relevance of links SEO-friendly site Social signals architecture 4 Rachel McCombie - @RachelsWritings
  • 5. The characteristics of a great link profile A good link profile combines quality, quantity and relevance  Links from sites that deal with similar areas to yours carry more  Quantity isn’t the weight be all and end all if the links are strong  Links from high quality sites carry more weight 5 Rachel McCombie – @RachelsWritings
  • 6. White Hat versus Black Hat Which link building practices put your website at risk? White Hat Black Hat  White Hat link building is what the  Tries to trick Google ‘good guys’ in SEO do  Unethical/spammy  Involves building high quality links  Puts your website at risk of being penalised or even deindexed  Includes: – Paying for links – Article spinning – Suddenly acquiring hundreds of thousands of links is a dead giveaway! 6 Rachel McCombie – @RachelsWritings
  • 7. A word about Google’s Panda Update The Panda update devalued links from low-quality sites  It’s part of Google’s attempts to reduce internet spam  Rankings of many sites plummeted after Panda  This means link building needs to be higher quality  If you’ve done link building in the past, some of the links in your backlink profile may have been devalued 7 Rachel McCombie – @RachelsWritings
  • 8. Directories Generally low-quality links but quick & easy, and some are still worth having Directories  Often get control over anchor text  Easy to submit to and therefore a ‘quick win’  Even quicker win: use a cheap service such as Directory Maximiser to get someone to do it for you CSS Galleries  Showcases good web design  Links back to your site  Quick win: use MeeCSS to submit quickly and easily, or pay them a small fee to do it for you 8 Rachel McCombie – @RachelsWritings
  • 9. Article Directories Quick win but use in moderation  Like directories, generally poor quality  Can submit the same content to more than one  You get a link with the anchor text you want from a page on a relevant topic  Quick win: use a service such as Copify to get some articles written on subjects relevant to your business. “How to” articles work well. Then copy and paste! 9 Rachel McCombie – @RachelsWritings
  • 10. Press Releases Media exposure = links and more links  Allows you to get more mileage from existing content – fast  You get extra media exposure as well as links  Often picked up by news aggregator sites for extra links  Quick win: submit your existing press releases to a press release submission site such as PR Web. 10 Rachel McCombie – @RachelsWritings
  • 11. Guest blogging Write for other websites, raise your profile and get great links! 11 Rachel McCombie – @RachelsWritings
  • 12. The process of guest blogging How to get great links through guest blogging Write a great piece of content  Write a blog post on an interesting topic related to your business Step 1  The more original, topical and interesting, the better Identify influential bloggers in your field  Find the blogs you’d like to publish on – not all blogs accept guest Step 2 posters  Contact with a personal message to pitch your post Publish  Include a link back to your site in your author bio Step 3  Promote the blog post in social media channels 12 Rachel McCombie – @RachelsWritings
  • 13. Infographics 13 Rachel McCombie – @RachelsWritings
  • 14. Infographics – the process Done properly, infographics can bring great links and traffic  Come up with a good concept relevant to your business Step 1  The more original and interesting, the better  Design it (or pay a designer) Step 2  Write a press release to promote it, linking back to you  Contact sites in relevant fields asking them if they want to feature the infographic Step 3  Be sure to ask them to link back to you as the source  Submit to infographic directories for extra links Step 4  Host it on your own site with an embed code linking back to you 14 Rachel McCombie – @RachelsWritings
  • 15. Some other great link building tactics Even more great link building tactics for you to try Link bait RSS Feeds Video content  Host great content on your  Submit your RSS feed to  Link back to your site from site news aggregator sites such video sharing sites such as  Watch the links come as alltop.com YouTube, Vimeo etc flooding in  You get a link for every  Provocative, striking or new story you add shocking works best White papers Widgets Competitor backlinks  Write a detailed PDF about a  Create something useful  Run a report through topic relevant to your or fun that bloggers want Open Site Explorer to find business to share your competitors’  Send it to relevant sites in  Link back to your site in backlinks return for a link  Presents you as an authority the embed code  Replicate! 15 Rachel McCombie – @RachelsWritings
  • 16. Any questions? Q&A Questions & Answers Rachel McCombie - @RachelsWritings 16
  • 17. Thank you! Contact Rachel McCombie SEO, Copywriter and Editor Email: rachel.mccombie@gmail.com Website: http://rachelswritings.com Twitter: @RachelsWritings 17 Rachel McCombie – @RachelsWritings