1. 8 Proven Link Building Techniques for 2011
Ben Krull – Sr. Client Manager
March 23, 2011
2. Logistics & Introductions
Presentation Agenda
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout
3. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models
4. 8 Proven Link Building Techniques for 2011
Ben Krull – Sr. Client Manager
5. Link Building Scandals
“The Dirty Little Secrets of Search”
– New York Times, February 12, 2011
“Google Penalizes Overstock for Search Tactics”
– The Wall Street Journal, February 24, 2011
6. Link Building Guidelines
• Focus on scalable, creative link building
techniques that build lasting value
• Follow all search engine quality guidelines
• Integrated into overall marketing efforts
7. #1 – URL Redirects
• Maintain the links you’ve already earned with
URL Redirects
• Use URL Redirects for:
– Outdated content
– Marketing campaigns with vanity URLs or microsites
– Changing domain names
– Re-launching your website
8. #1 – URL Redirects
• Several types:
– Meta Refresh
– JavaScript
– 302 Temporary Redirect (default for most web servers)
– 301 Permanent Redirect
• 301 Redirects are the best type for SEO
10. #2 – Strategic Partnerships
• Build links via existing relationships with
vendors, partners, suppliers, and customers
• Companies want to display these relationships
• Be prepared to link back from your company’s
website
14. #3 – Online PR
Optimize press releases for SEO
1. Research and identify relevant keywords for the release (ask
your SEO resource to help!)
2. Add your primary keyword at or near the beginning of the
headline
3. Add 1-3 secondary keywords to the body copy
4. Include 1-3 links to various site pages
15. #4 – Contests and Promotions
• Build links while engaging your current
customer base or target market
• Hundreds of sites list contests and promotions
• Blogs/Publications often link to relevant
contests
17. #5 – Social Media Outreach
• Social Media Outreach offers numerous
opportunities to build links
• Build ongoing relationships for greatest value
• Industry Examples
– B2B: Offer key employees for “expert interviews”
– Retailers: Send products for product reviews
18. #6 – Cause Marketing
• Cause marketing is a way to showcase social
responsibility initiatives
• Partner with a cause that is closely aligned
with your product or target market
• Attract links via promoting the cause
21. #7 – Event Marketing
• Hosting events opens up many link options
• Example: Business Events
– http://seattletimes.nwsource.com/html/businesstechnology/bizeventscalendar.html
– http://www2.bizjournals.com/seattle/calendar/
– http://www.seattlebusinessmag.com/seattle-events
• Speak at an event or host a vendor booth to
earn links
23. #8 – Embeddable Widgets
• Widgets are tools and resources for use by
3rd-party websites
• Include a link back to your website along with
the widget
• Make it easy to embed!
