60 Seconds of Link Building
is the exact modem I used to announce Amazon.com Books debut
There Was a Time When
Nobody Cared About Link Building
There Wasn't Even A Category
for Web Promotion at Yahoo
I had to beg some college
kid named Jerry Yang to create it...
were just a few crawler based search engines, like Lycos and Webcrawler
were Directories like Yahoo, and very
few places where people could announce and seek attention for web sites,
like Lycos' TOP
was no "link analysis", no link popularity and no Pagerank, because there
was no Google
was on-page only, and had nothing to do with link building
building was practiced by just a handful of people
Building In 2011 - Everybody cares
(original document) http://infolab.stanford.edu/pub/papers/google.pdf
link building become more complicated?
tissue of the web itself, links, will act as a proxy for content quality
In a spam
free world, this would be true. But we don't live in a spam free world
have become the currency of the web. Beg, buy, borrow, trade or steal,
links seem to be the only thing that matters now, along with social counterparts
like likes, tweets, and plusses
reason for this is links now impact search rank, and everyone wants to
put on a link beauty show for the engines
that point at your site tell a story about your site. Like a transcript.
Or a rap-sheet.
say you are trying to spot link targets for the site http://www.bankrate.com
it can be simple. URLs provide all you need to make a decision about quality.
of the above URLs shows signals of quality?
Link Building industry has complicated things
How can the same
link building package help two sites
by creating services driven my the frenzy for links rather than by quality.
now have a wide variety of tool and tactics for building links, publicity,
web directory links
have many linking process management tools
and plug ins (StumbleUpon)
network link shares, likes, etc. (FB/TW/G+)
voting sites (digg)
we have companies all over the world claiming expertise and selling linking
related services which are 100% useless.
about different subjects?
Answer: it can't
Simplify Things - Audiences for Your Links
audiences for links you post, like, plus, tweet, and share:
Engines...that evaluate and make decisions
can accomplish four
Direct click traffic
Can be on obscure pages related
to your niche that send you a couple clicks a week, or from higher profile
Yahoo Upcoming or FWA,
or even paid links.
posted a case study on the positive effect of what I call Twitter
Link Waves. Also read Twitter:
Incredibly Valuable Or Utterly Useless As A Link Building Tool?
Links that help search rank
will be earned by content merit, originate from source sites engines trust,
and be put in place by people who could be described as "curators of quality".
Here's a great example
of a merit based link venue.
A link that can help rank
send direct click traffic is a rare and beautiful thing. I'll show
you a few thousand of these right now.
Sorry, just kidding.
Your niche's most trusted
sources are different than the person sitting next to you.
A link that can neither
help rank or send direct click traffic. The majority of web content is
link building involves multiple strategies, including
Ignoring the search engines sometimes
overall linking strategy should not be dictated by search engines, because
all that does is create a dependence on search traffic. Look at these
two traffic stats
how link building and link marketing and public relations for web content
are all quite different but equally vital to your success
links anyone can get - like directories
based from link "curators" - links only
your content can get
public relations - press
flavors of linkbait or content creation
Perhaps the most overlooked opportunity of all...
link optimization. Example: The search term is
do I rank #1 when everyone below me has hundreds more links than I do?
A Few Things to Avoid
before you look - do some research first. Just because you may not be penalized
is no reason to pollute the web with links just to see if it works.
Who ranks today? What is their link profile? How credible is it?
some, but not all, of your linking strategy decisions based on search engines.
which the engines have stated are against QG
Any tool with the word incredible, instant, overnight, while you sleep,
it's just that simple, revolutionary, game changing, or unprecedented in
its advertising copy
general, the easier any link is to obtain, the less useful that link is
likely to be (for a person or a search engine)
specific approach used for any given web site should be different based
on each site's focus, content, and intended audience
is a high value link target for this site?
a high value link target for this site?
Would it be a link from some
Would it be a link from a
topically relevant and "curated" site like
The paradox of trust - no
traffic can equal high trust
Most Crucial Takeaway?
it a link from a site devoted to upcoming movie
it a link from a Yahoo
fan/discussion group for Zac Efron ?
it a link from a site devoted to Dr.
type of links that help one site reach its goals are not the same types
of links that will help another site reach its goals, and every site has
its own linking potential.