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Seocampus 2011 - Dixon Jones

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Présentation en anglais de Dixon Jones, MagesticSEO

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Seocampus 2011 - Dixon Jones

  1. 1. Dixon Jones<br />2011 <br />Gathering Link Intelligence<br />To Improve your SEO<br />
  2. 2. About Majestic SEO<br />About Dixon Jones<br />Largest back-link crawler on the planet<br />3 Trillion URLs<br />Recrawling half a billion each day for<br />Anchor text<br />Page strength<br />Redirections<br />Crawl dates and more<br /><ul><li>Getting too old for this business
  3. 3. Set up a UK SEO Consultancy in 1999
  4. 4. Free trial to anyone that can tell me what car I drive:</li></li></ul><li>This Presentation<br /><ul><li>The Tactics
  5. 5. The Tools
  6. 6. The Traps</li></li></ul><li>Using the press<br />Reaching out to Bloggers<br />Using Google against itself<br />Link Reclamation<br />Levelling the competition<br />Low hanging fruits<br />Link Wheels<br />Using Social<br />Using Wordpress tricks<br />Becoming the Authority<br />10 Tactics<br />
  7. 7. Using the Press:Beautiful People<br />Competitive arena<br />Not generally Newsworthy<br />New site<br />Needed to create a “bang”<br />Let’s create a storm by saying we are kicking out “fat” members<br />
  8. 8. The links they got<br />BBC<br />CNN<br />Fox<br />CTV<br />
  9. 9.
  10. 10. The correlation between links and Traffic <br />Lessons:<br />Good bait = good links<br />Good links = good traffic<br />But:<br />Press Release links seem to need perseverance. Is there something stickier?<br />
  11. 11. STOP! ARRET!<br />Good links = good traffic<br />Sustained success needs partnerships<br />
  12. 12. Blogger Links the Easy Way<br />Spend money and hire blogger through networks to write articles for you<br />Is this just a paid link?<br />
  13. 13. Bloggers the Right Way<br />Get to know the right bloggers on a personal level<br />Show them that you have something their readers cannot do without<br />Bloggers LOVE exclusive just like newspapers (Especially after the Farmer update I assume)<br />
  14. 14. Finding the Right Bloggers<br />Technorati linked with Twitter engagement (Search for mentions of the @name)<br />See if they are in your custom search engine (We will come onto that...)<br />See if inner pages have (real) links/reputation<br />
  15. 15. Tactic: Using Google to gather intelligence<br />Search for “[keyword] add url”<br />Use Directory.google.com (Dmoz) to find authority verticles<br />Build a Google search engine JUST containing potentially good sites in your niche and search these every day for conversations you can participate in<br />Combine these strategies<br />
  16. 16. Using Google<br />
  17. 17. Using Google<br />
  18. 18.
  19. 19. Using Google<br />Add the relevant sites to your own custom engine<br />Repeat for relevant sites linking to your competition (See later)<br />Repeat again for sites that rank for your keyword<br />THEN search for “add url” or “comment” in this database<br />
  20. 20. Link reclamation<br />Coolest trick in the book<br />
  21. 21. Step 1: Find all URLs with links<br />(Links to your site)<br />
  22. 22. Step 2: Export as CSV<br />
  23. 23. Step 3: Check Header Response<br />
  24. 24. The result: Free link juice<br />86 potential URLS (More links) <br />
  25. 25. Levelling the competition<br />You MUST know your competitors’ best links and strategies<br />You need to neutralize them or emulate (copy) them or better still... Replace them. (But see more in “traps”)<br />
  26. 26. Visualizing The Competition<br />
  27. 27. Visualizing Anchor Text<br />
  28. 28. Competitor Link Quality<br />
  29. 29. Low Hanging Fruits<br />Buying network links<br />Low quality directories<br />Very unrelated sites<br />Spam syndication<br />
  30. 30. Using Social: Technobait<br />
  31. 31. The Clever Techno bit<br />
  32. 32. The Results<br />
  33. 33. The Results<br />But… Social links are not always good for Search. But does that really matter so much any more?<br />The Lessons:<br />You can build technology that engages with humans AND is social<br />Playing to people’s vanity is a great tip.<br />
  34. 34. Using Wordpress<br />Spread the Link Love<br />Watch it come back right at you<br />Use Pingback to pick up mentions<br />Competitions – top 10 [Keyword] bloggers<br />Use the redirection plugin for link reclamation<br />Pingomatic and social media plugins (ping.fm)<br />
  35. 35. Link Wheels<br />YOU!<br />REMEMBER:<br />
  36. 36. Becoming the authority that others refer to<br />
  37. 37. The Sticky, Useful Technobait<br />
  38. 38. Ranking is not enough<br />UCC has enough referring domains to rank #1<br />But the site is losing traffic due to losing big partner sitewide links to other technologies<br />The lessons<br /><ul><li>Ranking is not enough
  39. 39. Create a barrier to entry
  40. 40. Keep innovating
  41. 41. Do not assume links are forever
  42. 42. Look after your partners</li></li></ul><li>Traps<br />VS.<br />Simply adding a link to existing content<br />Site wide footer links<br />Being able to be spotted in a manual review<br /><ul><li>Simply adding a link to existing content
  43. 43. Site wide footer links
  44. 44. Being able to be spotted in a manual review</li></li></ul><li>Majestic SEO<br />Tools<br />Please give me a card to receive a month’s free trial of Majestic SEO<br />
  45. 45. Majestic SEO<br />Takeaways<br />Please give me a card to receive a month’s free trial of Majestic SEO<br /><ul><li>Links = Traffic
  46. 46. Press can be influential
  47. 47. Technology can be even more powerful
  48. 48. Create:
  49. 49. Authority
  50. 50. Interaction
  51. 51. Sustainability
  52. 52. Barrier to entry
  53. 53. Thank you. Merci.</li>