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Isn’t SEO all about On Page Stuff?. SEO Without Link Building. On Page SEO Summary. Establish Relevance! Can’t compete for a term without it Critical to SEO But how do the search engines decide which relevant pages to show first in the results?. Links Are Like Votes in an Election.

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on page seo summary
On Page SEO Summary
  • Establish Relevance!
  • Can’t compete for a term without it
  • Critical to SEO
  • But how do the search engines decide which relevant pages to show first in the results?
who rank s first
Who Rank’s First?

Joe’s

Book

Store

links are not created equal
Links Are Not Created Equal

Killer

Link 1

#1!

#2

Web Site A

Link 1

Link 2

……..

…1,000

Search Results

Web Site B

the flow of pagerank
The Flow Of PageRank

All pages have a tiny, amount of PageRank

Pages gain PageRank from links that point to them

the flow of pagerank1
The Flow Of PageRank

X

F(X)

PageRank

Passable PageRank

The page can pass only a portion, f(x), of it’s PageRank to other pages

pagerank is split evenly between the links on a page
PageRank is Split EvenlyBetween the Links on a Page

X

F(x)*0.5

Link

Link

F(x)*0.5

Not 100% true, but a good working estimate

pagerank is an iterative algorithm
PageRank is an Iterative Algorithm

X

y

y

Page B

F(x)*0.5

Page A

Link

F(y)

Link

Link

F(x)*0.5

Page C

google toolbar
Google Toolbar
  • View PageRank of current page, once turned on.
  • Available for:
    • Firefox
    • Internet Explorer
toolbar pagerank

10

Google

Sampling of Homepage PageRank Ratings

Amazon

9

E

F

F

O

R

T

8

7

Disney

Gap

6

5

4

3

Relative number of pages with PR rating

2

1

Toolbar PageRank
  • Not the same as “Real” PageRank
  • Logarithmic scale from 0 to 10
  • Assigned to web pages, not sites
  • Still, a useful metric

ebay

Culligan

Boston Store

0

role of relevance
Role of Relevance

Car and Driver Magazine

Casino

Gambling

Your Page

(Used Ford Mustangs)

Low Value

High Value

Ford vehicles .com

Online Prescriptions

the concept of authority
The Concept of Authority

All Websites about Used Cars

A

A

A

search engines do not count all links
Search Engines Do Not Count All Links
  • Links they can’t read:
    • Encrypted JavaScript
    • In an iFrame
  • Links on pages that they can’t crawl
    • Can’t find
    • Marked as NoCrawl in Robots.txt
  • Links marked with NoFollow Attribute
editorial citations
Editorial Citations
  • The algorithm is based on editorially given links
  • You aren’t supposed to buy votes!
  • Must earn the links with quality content/tools/…
  • Citations from relevant trusted authority sites count the most
why do people link
Why do People Link?

Graphic by SEOmoz

link building methods

Link Building Methods

The 8 Basic Kinds of Link Building

1 manual requests
#1 – Manual Requests

Will you link to us?

Hmmm

  • Develop list of relevant sites
  • Research who to contact (and how)
  • Send an email (or call) requesting a link

Scalability

Value

Downsides: Hard to scale

Use: For high

value link building

2 competitive research
#2 – Competitive Research

How did he

get so big?

  • Use tools to see who links to your competition
  • Pursue top targets manually
  • Research competitor link building strategies

Scalability

Value

Downsides: Hard to scale

Use: For high value

Link building, to

understand

competition

3 distribute cool tools
#3 – Distribute cool tools

Cool Tool

3rd Party Site

  • Create a cool tool
  • Allow other web sites to include it on their site
  • Embed a link back to your site

Link

Back

Your Site

Scalability

Value

Downsides: Success uncertain

Use: If you have

unique and

compelling tools

4 linkbait and viral campaigns
#4 – Linkbait and Viral Campaigns
  • Create unique, killer content that every-one wants to link to
  • Let market influ-encers know about it
  • Watch the links roll in

Blog

Media

Viral

Content

Social Site

Hobbyist

Scalability

Value

Downsides: Success uncertain

Use: If you have

unique and

compelling

content

5 content data syndication
#5 – Content / Data Syndication

Your

Content

Or Data

Site

1

  • Create content others may want to place on their sites
  • Offer it to other sites
  • Require links back in return

Site

2

Your

Site

Site

3

Links

Back

Scalability

Value

Downsides: finding partners

Use: If you have

unique and

compelling

content

guest posting
Guest Posting
  • Find sites that accept guest posts
    • <your-market-keyword> “guest post”
  • Determine what content they might want
  • Contact them and offer them that content
  • Write it and deliver it
    • Write high quality stuff – the effort will pay you back in the long haul
  • Get one or more links back
6 link reclamation
#6 – Link Reclamation

404

Page

  • Get a list of 404 errors found by the search engines
  • Determine which ones are from bad external links
  • Request list or 301 redirect

Broken

Link

Good

Link

Source

Fixed

Link

Your

Site

Scalability

Value

Downsides: Hard to scale

Use: Always,

it’s easy

1 exchanges and trades
#1 – Exchanges and Trades

Dude, wanna swap links?

Hmmm

  • Research relevant sites
  • Figure out how to contact them
  • Suggest trading links

Scalability

Value

Downsides: Search engines

can discount

Use: Only with

quality relevant

sites

2 buy the links
#2 – Buy the Links

Hey Dude,Want some dough?

Hmmm

  • Research relevant sites
  • Figure out how to contact them
  • Suggest trading links

Scalability

Value

Downsides: Search engines

want to discount

Use: Never

google directory
Google Directory
  • Pulls from DMOZ
  • Ordered by Google’s PageRank.
slide38

Yahoo! Site Explorer

Directionally indicative

within ~50%

Not necessarily followed & in a somewhat random order

slide40

Open Site Explorer

Data updates monthly from the Linkscape web index (approx. 60% the size of Google/Bing)

Highly Correlation w/ Rankings

slide41

Open Site Explorer

Poor Anchor Text Spells Opportunity

slide42

Link Intersect

Find sites that link to multiple competitors, that don’t point to you.

slide43

Top Pages

Find which pages are earning links (your own & competitors)

404s? Reclaim them!

slide46

Quantitative Metrics

  • # of Linking Root Domains to URL
  • # of Linking Root Domains to Domain
  • Homepage PageRank vs. Domain mozRank
  • URL PageRank vs. URL mozRank
  • # of Links to the Page (Yahoo!, GG Blogsearch, Open Site Explorer)
  • Twitter mentions (Backtweets.com)
slide47

Subjective Metrics

  • Brand name reach/recognition
  • Quality of other links on page/site (Bing - Linkfromdomain)
  • Attainability and Effort

Jumping through Hoops (via WKA on Flickr)

social media optimization

Social Media Optimization

Leveraging Social Media

to Create Buzz and Links

social media value
Social Media Value
  • PR Channel, much like TV and radio
    • People use social sites to consume content
    • Provide useful content and spread your message
  • Customer service channel
    • Comcast’s Frank Eliason
  • Market Testing / Feedback
  • Oh yes, and links …
value of social links
Value of Social Links
  • Most do not pass PageRank
  • However, PageRank is not “all”
  • Regular social media placements could be a trust signal
    • Feeds “query deserves freshness”
    • However, fades with age
  • The true SEO value is in the signal to influential humans that see you there
    • And the links that they give you!
wikipedia
Wikipedia
  • If you can, obtain a profile page on Wikipedia
    • Links to your site do not pass link juice
    • Builds credibility with media and others
  • Don’t go add it yourself!
    • Against Wikipedia guidelines
    • Become a contributor, add lots of value, make friends, establish credibility, then suggest it
  • Must meet notability test
  • Suggest relevant category tags
  • Monitor article changes (trackengine

urlywarning).

wikipedia summary
Wikipedia Summary

This guy must be the real deal

Wikipedia

Your Name

Play by the rules

Benefits: Builds Credibility

Brings traffic

Scalability

Value

Downsides: Time investment

Use: Only if

notable

digg social news
Digg / Social News
  • An article that makes the Digg home page:
    • Can get tens of thousands of visitors
    • Can get hundreds, or thousands of links
  • Getting there is the hard part
  • Create great content
    • Use Digg to research other articles on your topic area that have made it
  • Target the audience (13 to 28 year old males)
  • Befriend or hire a top Digger
slide57
Digg
  • Strip away commercial links while promoting on Digg
  • Friend popular Diggers. Better yet, get a popular Digger to submit your story.
  • Time your presence on the Digg front page for daylight hours
  • Craft a killer title using this formula from Muhammad Saleem: number + adjective + key phrase
    • E.g. “13 Most Chilling Haunted Hotels” or “16 Incredibly Unconventional Hotel Rooms”
digg summary
Digg Summary

Tons of Visitors

16 most…

Digg

Home

Page

Tons of Links

Your Article

Benefits: Traffic

Links

Scalability

Value

Downsides: Miss rate high

Use: If your site

lends itself to the

right type of

content

stumbleupon
StumbleUpon
  • Build relationships / subscribers
  • Use “Send to” function in toolbar
  • Subscribers will view your stuff
  • Always get some traffic
  • If it becomes popular …
stumbleupon summary
StumbleUpon Summary

Wow!

This Is great

Your Cool Content

Stumble

Upon

SU

Community

Your

Site

Traffic

Benefits: Traffic &

Some Links

Scalability

Value

Downsides: Lots of singles

Use: If you

generate great

new content on

an ongoing basis

youtube
YouTube
  • Post great videos on YouTube
  • The videos on YouTube get most of the links
  • Consider developing additional videos that you how on your own site
  • Consider creating a microsite and making the microsite URL your username.
  • Run a contest and recruit popular YouTube users to enter. Their submission will get pushed out to all their subscribers
youtube summary
YouTube Summary

You

Tube

Create Great Video

Benefits: Branding

Traffic & Some Links

Scalability

Value

Downsides: Home run ball

Use: If you have a

killer concept for

a video

linkedin
LinkedIn
  • Add 3 links to your public profile
  • Search for influencer’s LinkedIn profiles
    • Use InMail to contact them
    • Much higher open rate than e-mail
  • Add a LION (LinkedIn Open Networker) or two to your network.
    • Try to find a “promiscuous sneezer”
    • Use the TopLinked.com list. (http://www.toplinked.com/top50.html)
  • Add email address to your “professional headline”
linkedin summary
LinkedIn Summary

LinkedIn

Profile

LinkedIn

Community

Benefits: Spread ideas

Reach thought leaders

Bypass spam filters

Scalability

Value

Downsides: Labor intensive

Use: To build high

value contacts

facebook
Facebook
  • Create a fan page or group or both
  • Use fan pages to build long term relationships
    • Fan pages get indexed
    • Use Facebook ads to build audiences faster
    • Must have a hook
  • Use groups for quick discussions and viral activity
    • Groups are limited to 5000 members
  • Customize your fan page or group
  • Update regularly!
facebook summary
Facebook Summary

Traffic

Fan

Page

Facebook

Community

Your

Site

Group

Benefits: Branding,

Traffic & Some Links

Scalability

Value

Downsides: Requires

Commitment!

Use: Build traffic,

links, and

reputation

twitter
Twitter
  • Pick a good account name (memorable)
  • Customize your background
  • Follow people with lots of followers
    • Many will follow you back
    • Now you have a channel for your tweets
    • Cater to that channel!
  • Use hash tags for Twitter search
  • Include URLs and references where appropriate
  • Contribute regularly
twitter summary
Twitter Summary

Traffic

Twitter

Account

Twitter

Community

Your

Site

Benefits: Branding,

Traffic & Some Links

Scalability

Value

Downsides: Requires

Commitment!

Use: Build traffic,

links, and

reputation

blogs
Blogs
  • Write unique and compelling stuff
  • Interact with other bloggers.
    • Comment on their blogs
    • Link to their good stuff from your blog
    • Get to know them
    • DON’T SPAM them
  • Build an audience through these relationships
  • In time, people will link back to you
blog summary
Blog Summary

Blogoshpere

Your

Blog

Links

Web

Benefits: Links and

Relationships

Scalability

Value

Downsides: Requires

Commitment!

Use: For links and

relationships

proceed with care
Proceed with Care!
  • Social communities do not like to be “used”
  • People in the communities take action
  • So do the social media properties themselves
  • Play nice!
  • Be a member of the community
  • Contribute to the community
  • And it will pay you back
thank you
Thank You!

Eric Enge

eenge@stonetemple.com

@stonetemple

(508) 485-7751

http://www.stonetemple.com/blog

http://searchengineland.com/author/eric-enge

http://searchenginewatch.com/sew_author_fullarchive&author=3624376

http://www.seomoz.org/users/view/18040

http://www.instantetraining.com/

http://artofseobook.com