Jen Keller - Demystifying SEO Link Building: The Key to Ranking High

© 2011 Keller SEO Services LLC. All Rights Reserved.
Link Building:
The Key To Ranking High

Session Goals
• In 50 minutes… “Link Building 101”
– Why inbound links are critical to rankings
– How to assess the value of a link
– How to figure out who is linking to you
– How to find effective link building strategies
• Give you examples & useful tools
• Won’t cover in-depth:
– Social media & link building/SEO cross-over

Before We Start…

4 Pillars Of SEO
Content
Keywords
Optimized
Website
Linking
Technical
Architecture

Critical Starting Point
Webpage URL Keyword Targets
http://www.example.com/outdoor/ outdoor lights (147)
outdoor light (83)
outdoor light fixtures (63)
outdoor lighting fixtures (43)
outdoor light fixture (20)
http://www.example.com/outdoor/path-lights/ path lights (63)
path lighting (53)
path light (24)
outdoor path lighting (20)
outdoor path lights (13)
• Know your 3-5 keyword targets for each page

The Basics

Definitions
• “Inbound links”, “external links”, “backlinks” =
links that sit on other websites and point into
your website.
– Image links
– URL links
• http://www.keyword-rich-domain-name.com
– Anchor text links

Anchor Text = Words In The Link
Source: http://www.bobcarlisle.com/

Links Are Like Votes
Source: http://elections.nytimes.com/2008/results/president/map.html

12th
1st
Not All Links Are Equal In Value
Balance quantity versus quality. Look at the value of the link

Top 5 Ranking Factors From SEOmoz Research
1. Keyword focused anchor text from external
links
2. External link popularity (quantity & quality of
external links)
3. Diversity of link sources
4. Keyword use anywhere in the title tag
5. Trustworthiness of the domain based on link
distance from trusted domains
• Note: 4 out of 5 have to do with links!
Source: SEOmoz Search Engine Ranking Factors 2009

Moral of the Story…
• Link building is fundamental to SEO
• Unless you are a top tier brand (one that can
attract good links without effort), you need
to link build
• It’s often the difference between stagnating
at #12 and moving up to #1
• Link building is an ongoing effort

Value Of A Link

Value Of A Link
Anchor Text
Trust
Relevance
Placement
Outbound Links
Source: Dan Deceuster, Internet Affiliates

Anchor Text
• Build anchor text links into specific webpages,
using the keyword targets identified during
Keyword Research
• Don’t over do it. Search engines can detect
unnatural patterns
• Add variations
– “stacking chairs”  “stackable chairs”, “stacked
seating”, “chairs that stack”

Anchor Text Analysis
Tools: SEOmoz’s Linkscape

Relevance
• A measure of how connected the content of
your webpage is in relation to the page that is
linking in to you
– www.nfl.com  www.packers.com
– www.bootsontheroof.com 
www.siliconsolar.com
– www.milwaukeepressclub.org 
www.milwaukeeima.org

Relevance

Relevance?
Tools: SEOmoz’s Linkscape

Placement
• The value of a link may differ based on where
it is located in a webpage (Google’s
“Reasonable Surfer Model”)
In the main body text, surrounded by supporting
context
Greater prominence (higher on the page,
color/bolding, near headings)
Near other relevant links
Overall site context
Source: Bill Slawski http://www.seobythesea.com/?p=3806

Good Placement

Not-As-Good Placement
http://www.datinghotline.net/electronics.html

Trust
• Evaluating the link neighborhood
– How many links or clicks away are highly trusted
“seed” sites?
Source: The Art of SEO

Trust
eere.energy.gov
DmT = 8.01
energyusernews.com
DmT = 5.99
solarhome.org

Number Of Outbound Links
• Each link out on a webpage, passes on some
of that page’s value
Source: The Art of SEO
= The Value of a Page
= The # of Outbound Links
• The more outbound links a page has, the less
valuable a link from that page will be

Number Of Outbound Links
Source: Quirk SearchStatus Firefox Addon

Value Of A Link: Recap
• In a perfect world, you want all pieces of the
pie:
– Anchor text with keyword focus
– High relevance
– Good placement
– High trust
– Low number of outbound links
• Two or three pieces can sometimes be good
enough

Links Search Engines Don’t Count
• Links on pages they are instructed to ignore
– Disallows in robots.txt
– NoIndex meta tags
• Links they cannot read
– Encrypted JavaScript
– In an iFrame
• Links identified as NoFollow
– <a href="http://www.example.com"
rel="nofollow">Example</a>

NoFollow Highlight Tool
Source: Quirk SearchStatus Firefox Addon

Backlink Analysis

Backlink Analysis Tools
• Analyze Backlinks
• BackLink Watch
• BuzzStream
• Link Diagnosis
• Link Insight
• Link Manager
• LinkScape
• Majestic SEO
• Ontolo
• Open Site Explorer
• Raven Tools
• SEOBook Tools
• SEO Spyglass
• BackLink Summary
• Who Links To Me
• Yahoo Site Explorer
• Yoast Link Analysis

SEOmoz’s Open Site Explorer
Source: http://www.opensiteexplorer.org (need SEOmoz Pro Account for full results)
• An outgrowth of Linkscape

Basic Profile Data

Comprehensive Link Details

Apply Filters

Result = 301 + Followed from External Sites

Categorize & Reverse Engineer

Questions To Answer
• What links does my competitor have that I
should have too?
– Directories, associations, trade/industry sites…
• What are my competitor’s link acquisition
strategies?
– Blogs, press & news, paid advertising, widgets…
• What content on my competitor’s site is most
linked to and why?
– Sort Excel by “Target URL” column

Questions To Answer
• Which strategies allowed for targeted anchor
text variations?
– Sort Excel by “Anchor Text” column
• Remember to look for “high value” link ideas
– High Domain Authority, High Page Authority
• Warning: This takes time and attention-to-
detail but is worth it for the Ahas!

Directories (General, Industry, Geographic…)
Anchor text links
without NoFollow
Source: http://solarbuzz.com/industry-news/directory

Associations, Sponsorships
http://www.solarpowerinternational.com/2011/custom/spi/index.htm
Image link without
NoFollow; ask for alt text

Blogs
http://www.treehugger.com/files/2008/10/7-portable-solar-laptop-chargers-worth-considering.php
Anchor text links
without NoFollow

Widgets, Badges, Embeddable Content
http://solar.coolerplanet.com/Widgets/Download.aspx

Paid Advertising
http://thesurvivalmom.com/2009/10/21/chrystalyns-adventures-with-the-sun-oven/
Many websites do not follow
Google’s NoFollow requirement for
advertisements

Viral Content -- Infographics
http://simplecomplexity.net/solar-powered-world/

How To Develop
Link Building Strategies

Being Identical Is Not Enough

Keller SEO Approach
• Goal: Leverage exceptional resources and
unique & valuable information
• Step 1: Run Link Building Brainstorm Session
a. Identify Market Defining Words – A word or set
of words that broadly describes your industry;
Higher level than keyword targets
• Solar  Green, Sustainability, Renewable Energy
b. Identify “Linkable Assets”
• What about your organization is “linkable?”
• Does not have to be digital
Sources:: Ontolo, Garrett French

Potential Linkable Assets

Approach
c. Identify “Link Targets”
• What types of websites, pages, people or places seek
& value this linkable asset?
• Step 2: Match “Link Targets” with potential
“Linkable Assets”
• Reseller of used manufacturing equipment  White
paper
• Sweepstake entrants  Embeddable badge
• Distributor  Online Calculator
• Step 3: Execute, Refine, Repeat…
Sources: Ontolo, Garrett French

Which Strategies To Adopt?
• The ones that…
– Fit with your content
– Play to your skill set
– Play to your brand’s strength
– Leverage your networks & relationships
– Fit your budget
• Ultimately these are the ones which will work!
Source: SEOmoz

Session Recap
• How to assess the value of a link
– Conceptual: Anchor text, relevance, placement,
trust, # of outbound links
– Metrics: Page Authority & Domain Authority
• How to figure out who is linking to you
– Backlink analysis
• How to find effective link building strategies
– Competitive reverse engineering
– Matching “Link Targets” with potential “Linkable
Assets” and executing

Keller SEO Services Link Building Options
1. Do-It-For-You Monthly Program
2. Link Building Workshops
3. Custom Coaching & Training

Help Make A Difference
• If interested in SEOmoz Trial, sign up via
http://www.jenkeller.com (on bottom right
rail)
– All affiliate earnings are donated to charity

About Keller SEO Services
• Jen Keller is a Milwaukee SEO Specialist & founder/owner of Keller SEO Services.
With over 12 years of search marketing experience, Jen has guided the
development of more than 122 websites, including the first ever
NBColympics.com. She has helped a wide range of clients create, refine, and
execute profitable search engine optimization strategies -- garnering hundreds of
Google “top rankings” along the way. Her pre-web experience is in traditional
direct and database marketing. Jen has an MBA from the University of California
at Berkeley with an undergraduate degree from Princeton University where she
captained the Varsity Women’s Basketball Team.
• Keller SEO Services provides search engine optimization services direct to
companies in all types of industries. Clients have included: Yahoo!, KI, Markel
American Insurance, Aurora Healthcare, Milliken & Company, Wennsoft,
Marquette University, ISC International, Fox Valley Technical College and numerous
small/medium-sized businesses. Keller SEO Services also provides SEO expertise to
clients of interactive agencies, such as: Fullhouse Interactive -- Kimberly-Clark,
MillerCoors, Johnson Controls, Wisconsin Dells Visitor & Convention Bureau, Ruud
Lighting & Pierce Manufacturing.
• Contact Info:
– jen@jenkeller.com or 262.758.2041

Jen Keller - Demystifying SEO Link Building: The Key to Ranking High

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