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Enterprise Link Building
The Thinking & The Doing

Doug Platts
Senior Director, Natural Search
@dougplatts




                                  New York | March 19–23
New York | March 19–23, 2012 | #sesny




        UNDERSTANDING OPPORTUNITY



Visibility ‘plus’ ( Search Volume * SERP Click Through)
= Opportunity


                                                          @dougplatts
New York | March 19–23, 2012 | #sesny




BUSINESS OBJECTIVES




                                        @dougplatts
New York | March 19–23, 2012 | #sesny




SEASONALITY




                                       @dougplatts
New York | March 19–23, 2012 | #sesny




NEW VS ESTABLISHED




                                        @dougplatts
New York | March 19–23, 2012 | #sesny




REPORTING VALUE




                                      @dougplatts
New York | March 19–23, 2012 | #sesny




DOMAIN MANAGEMENT




                                      @dougplatts
New York | March 19–23, 2012 | #sesny




CATEGORIES




                                http://producten.hema.nl/

                                        @dougplatts
New York | March 19–23, 2012 | #sesny




SUB-CATEGORIES




                                     @dougplatts
New York | March 19–23, 2012 | #sesny




SUB-CATEGORIES




                                     @dougplatts
New York | March 19–23, 2012 | #sesny




PRODUCTS




                                    @dougplatts
New York | March 19–23, 2012 | #sesny




ENCOURAGE SHARING




                                       @dougplatts
New York | March 19–23, 2012 | #sesny




SIGNALS RATHER THAN LINKS




                                           @dougplatts
New York | March 19–23, 2012 | #sesny




URL STRATEGY




                                    @dougplatts
New York | March 19–23, 2012 | #sesny




CONTENT STRATEGY




                                      @dougplatts
New York | March 19–23, 2012 | #sesny




RECENCY IS THE NEW RELEVANCY




                                             @dougplatts
New York | March 19–23, 2012 | #sesny




LOCAL LINKS




                                       @dougplatts
New York | March 19–23, 2012 | #sesny




CREATIVE LINK BUILDING




                                          @dougplatts
New York | March 19–23, 2012 | #sesny




CAMPAIGNS




                                     @dougplatts
New York | March 19–23, 2012 | #sesny




DISRUPT THE MARKETPLACE




                                          @dougplatts
New York | March 19–23, 2012 | #sesny




OVER OPTIMIZATION




                                       @dougplatts
New York | March 19–23, 2012 | #sesny




DIVERSIFY ANCHOR TEXT




                                         @dougplatts
New York | March 19–23, 2012 | #sesny




COMPETITOR ANALYSIS




                                        @dougplatts
New York | March 19–23, 2012 | #sesny




INTERNAL CHAMPIONS




                                       @dougplatts
New York | March 19–23, 2012 | #sesny




TIERED GROWTH




                                     @dougplatts
New York | March 19–23, 2012 | #sesny




TEST AND LEARN




                                      @dougplatts
New York | March 19–23, 2012 | #sesny




LAST FEW WORDS


                          Doug Platts
                        Snr Director, SEO
                            iCrossing
                          @dougplatts


                                     @dougplatts

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Enterprise Link Building - Doug Platts - iCrossing

  • 1. Enterprise Link Building The Thinking & The Doing Doug Platts Senior Director, Natural Search @dougplatts New York | March 19–23
  • 2. New York | March 19–23, 2012 | #sesny UNDERSTANDING OPPORTUNITY Visibility ‘plus’ ( Search Volume * SERP Click Through) = Opportunity @dougplatts
  • 3. New York | March 19–23, 2012 | #sesny BUSINESS OBJECTIVES @dougplatts
  • 4. New York | March 19–23, 2012 | #sesny SEASONALITY @dougplatts
  • 5. New York | March 19–23, 2012 | #sesny NEW VS ESTABLISHED @dougplatts
  • 6. New York | March 19–23, 2012 | #sesny REPORTING VALUE @dougplatts
  • 7. New York | March 19–23, 2012 | #sesny DOMAIN MANAGEMENT @dougplatts
  • 8. New York | March 19–23, 2012 | #sesny CATEGORIES http://producten.hema.nl/ @dougplatts
  • 9. New York | March 19–23, 2012 | #sesny SUB-CATEGORIES @dougplatts
  • 10. New York | March 19–23, 2012 | #sesny SUB-CATEGORIES @dougplatts
  • 11. New York | March 19–23, 2012 | #sesny PRODUCTS @dougplatts
  • 12. New York | March 19–23, 2012 | #sesny ENCOURAGE SHARING @dougplatts
  • 13. New York | March 19–23, 2012 | #sesny SIGNALS RATHER THAN LINKS @dougplatts
  • 14. New York | March 19–23, 2012 | #sesny URL STRATEGY @dougplatts
  • 15. New York | March 19–23, 2012 | #sesny CONTENT STRATEGY @dougplatts
  • 16. New York | March 19–23, 2012 | #sesny RECENCY IS THE NEW RELEVANCY @dougplatts
  • 17. New York | March 19–23, 2012 | #sesny LOCAL LINKS @dougplatts
  • 18. New York | March 19–23, 2012 | #sesny CREATIVE LINK BUILDING @dougplatts
  • 19. New York | March 19–23, 2012 | #sesny CAMPAIGNS @dougplatts
  • 20. New York | March 19–23, 2012 | #sesny DISRUPT THE MARKETPLACE @dougplatts
  • 21. New York | March 19–23, 2012 | #sesny OVER OPTIMIZATION @dougplatts
  • 22. New York | March 19–23, 2012 | #sesny DIVERSIFY ANCHOR TEXT @dougplatts
  • 23. New York | March 19–23, 2012 | #sesny COMPETITOR ANALYSIS @dougplatts
  • 24. New York | March 19–23, 2012 | #sesny INTERNAL CHAMPIONS @dougplatts
  • 25. New York | March 19–23, 2012 | #sesny TIERED GROWTH @dougplatts
  • 26. New York | March 19–23, 2012 | #sesny TEST AND LEARN @dougplatts
  • 27. New York | March 19–23, 2012 | #sesny LAST FEW WORDS Doug Platts Snr Director, SEO iCrossing @dougplatts @dougplatts