Learn how to improve your search engine rankings in this guide to link building from Melbourne-based SEO agency Optimising. Topics covered include citation building, local SEO and content marketing. Originally presented at Small Business Festival Victoria - Thursday 20 August 2015.
4. • Established in 2008
• Based in Richmond
• Specialise in SEO, Google
Adwords, Facebook Advertising,
Website Development, &
Customised Development
Projects
• All work handled in house in
Australia
5. THIS IS NOT A SALES PITCH, HOWEVER...
OPTIMISING PROVIDE:
● Websites - Simple Wordpress sites to large scale custom
web development
● Search Engine Optimisation for small to large businesses
● Google Adwords Campaigns
● Facebook Ad Campaigns
6.
7. HOW IT WORKS
• What is SEO?
• How does Google Rank websites?
• Good & Bad SEO
• Google Results
8. • Becoming the
authority in your
niche
• Providing real value
• Having a proven
online reputation
WHAT IS SEO?
• SEO is about
dressing your
website up so it’s the
best version of itself
• SEO is about
highlighting your best
features
• SEO is about putting
your best foot
forward
9. HOW DOES GOOGLE RANK WEBSITES?
1000s of factors:
• Great On Page SEO
• Great User Experience
• Great Content
• Links
• Responsive design
• Load time
• Age
10. Bad SEO
• Spammy keyword rich
content
• As many links as you can
get your hands on
• Links with exact match
anchor text
• Article marketing
• Reciprocal linking
• Keyword landing pages
• Hidden text and
javascript tricks
GOOD vs BAD SEO
Good SEO
• Great Website
• Great Content
• Amazing Links
• Good User Experience
12. HOW TO RANK LOCALLY
• Have a local address and phone number
• Have this number and address listed on your website
• Have a Google Maps Listing
• Have listings on other review websites
• Have reviews on your Google Maps listing
• RANK
13. GOOGLE+ LOCAL (GOOGLE MAPS)
• Complete & Verified
Listing
• Reviews from
Customers
• Citations/Mentions of
your business
address
14. CITATION LINK BUILDING
Google use what they call a NAP system to local businesses.
By achieving regular recurrence of your address and location
details, your local trust will improve.
• Consistency
• Recurrence
• Trusted Sources
www.truelocal.com.au/
www.startlocal.com.au
www.hotfrog.com.au
www.dlook.com.au/
www.aussieweb.com.au
28. PENALTIES FOR:
• Paid links
• Reciprocal links
• Link Schemes
(Link Wheels,
Private Blog Networks)
• Links on low quality sites
Place your screenshot here
36. TYPES OF CONTENT
Human Content
➜ Stories
➜ Videos
➜ Games
➜ Case Studies
Utility Content
➜ Tutorials
➜ Guides
➜ Comparison Tools
➜ Resources
Thought Leadership
➜ Opinion Pieces
➜ Independent Research
Promotional Content
➜ Events
➜ Grand Openings
➜ New Products
37. THE CONTENT STRATEGY
Step 1
Find out what content people are publishing/sharing/requesting.
• Industry media
• Blogs
• News/Social media
• Autosuggest, Yahoo Answers
• Reddit
• Buzzsumo
• Ask your staff
38. THE CONTENT STRATEGY
Step 2
Find a different angle.
• Localise
• Specialise
• Oppose
• Analyse
• Round-up
59. MAXIMISE YOUR EXISTING PR
• Unlinked mentions and URLS
• Unlinked logos
• Incomplete directory listings
• Links to old businesses/broken pages
• Product images
60.
61. BROKEN LINK BUILDING
• Claim your competitor’s 404s
• Optimising’s Guide to Broken Link Building
62. 1. Don’t ask for a link
2. Get to the point
3. Personalise
4. What’s in it for them?
5. Add value
6. Don’t say “please”
7. “it’s up to you”
7 TIPS FOR PITCHING