Learn how to build authoritative links through advanced content marketing that Google will applaud. Google Panda has drastically reduced the value of content syndication, such as article and press release distribution. Google Penguin has picked up on the anchors used in those activities and penalized websites all over the web for explicit anchor text and on-page over-optimization. In this presentation you'll learn 8 power link building techniques and 4 creative link baiting strategies to keep your team busy and wearing white hats at the office. The presentation ends with a content strategy that is sure to get your authoritative and extremely high quality links that even Matt Cutts himself would approve.

1. Link Building Workshop
(Post Google Panda & Penguin)
Steve Wiideman
www.ThatTrainingGuide.com

2. SEO in a Nutshell
1. On-Page Relevancy (Keyword-Themed Content)
2. Off-Page Popularity
3. User Behavior (What People Do in Google)

3. Link What?
Why is building links important to achieving higher
ranking in the search results?
Relevancy + Popularity + User Choice
= Higher Ranking

4. Google Panda
Panda Updates – Began in Februrary 2011
Removing Duplicate Content from Search Results
Reduced Ranking on Similar Content Pages
Goodbye PR & Article Distribution
Goodbye Blog & Ping

5. Google Penguin
Penguin Update - April 24, 2012
Too Many Links with Explicit Anchor Text
Over-Optimization of Webpages
Webpages without Authoritative Links to Them
Goodbye Web 2.0 “Micro-Sites”
Goodbye Profile Links

6. Three Types of Link Building
Free Links Paid or Sponsored Links Featured Links
(links with costs associated)
Time Required = 5 min to 1 hour Time Required = 10 min to 2 days Time Required = 2 days to 3 months
PageRank 0-3 PageRank 1-5 PageRank 5-10
(No Cost, Except Labor) Typically $500 - $2,500/mo. Typically $2,500 - $30,000/mo.
(some require recurring fees)
DMOZ (good luck) Industry bloggers Bribe a DMOZ.org editor
Free web directories Paid directories Bribe a news publisher
Business directories o Yahoo! Directory Bribe an news editor
Popular forum profiles o Best of the Web Pay for premium PR
Popular forum signatures o Business.com Industry destination feature
Google "list your site" Regional directories Pay for a TV show for a mention
Social network profiles Sponsored reviews News (http://bit.ly/qnbTeC)
Blog comments Sponsored Tweets Pay for premium sponsorship
A friend's homepage Associations Donate (a lot) to a big charity
A partner website o Chamber of Commerce Donate (a lot) to a big org.
A vendor website o BBB.org Brokers (http://bit.ly/mPog7L)
Q&A websites o Industry association Pay to be an event sponsor
Free classifieds o Community organization Pay to be a sports sponsor
Themed micro-sites Student discount pages National magazine feature
o Weebly Pay for a booth at an event Purchase a popular website
o Wordpress.com Text links (http://bit.ly/mZDSmB) Purchase a competitor website
o Blogspot.com Blog links (http://bit.ly/r2Iro8) Pay a Ninja $20k
o Hubspot.com Quote an expert in an article (http://bit.ly/qCLlB7)
o Squidoo.com Release a thorough study Trade your home to WSJ.com
{industry} directories Blog controversially Lose your dignity for a reality show
{industry} forums Release rare photos or media Sell your soul to Google
Free article submissions
Free press releases

7. 8 Powerful Link Building Strategies
1. Be Found Where Competitors Are
2. Joint Content Contribution
3. Advanced Tutorials & How To’s
4. Create a Controversy
5. Conduct Research & Discuss the Results
6. Establish Yourself as an Authority (Author Rank)
7. Create a Free Tool, Product, Plugin or Extension
8. Recognition & Interviews
Off-Page Link Building

8. #1: Level the Playing Field
Be Found Where Competitors Are:
Tools to Use:
 OpenSiteExplorer.org
 Ahrefs.com
 Majestic SEO
Video: How to Get Links Where Competitors Have Them:
http://www.youtube.com/watch?v=na_fucLpJfE

9. #2: Joint Content Contribution
Contributors Often Link to Their Attributions
Example:
5,663
David Mihm’s Inbound Links
Local Search
Ranking
Factors

10. #3: Advanced Tutorials & How To’s
Good Content Easily Picks Up Links
Example:
245
Inbound Links
Bruce Clay’s
Tech Tips

11. #4: Create a Controversy
Good Content Easily Picks Up Links
Example:
Jason Calacanis 72
Inbound Links
Vs.
Danny Sullivan

12. #5: Conduct Research & Discuss Results
Good Content Picks Up Links FAST
Example:
Ian Lurie & 20
Inbound Links
Steve Wiideman (In 3 Weeks)
Analyze Google
Breadcrumbs

13. #6: Establish Yourself as an Authority
News Draws Links
Example:
WebProNews.com Does 183
Inbound Links
Interviews with Industry
Experts

14. #7: Create a Free Tool or Plugin
People Like Free Stuff
Example:
Xenu Link Sleuth
Broken Link Software 20,575
Inbound Links
20,575 Inbound Links

15. #8: Recognition and Interviews
People Like to Be Recognized

16. Building vs. Baiting
What is the difference between link building and
link baiting, and which one is better?

17. 4 Powerful Link Baiting Strategies
1. Offer Quiz and Certification Badges
2. Widgets and Embeddable Objects
3. Frequently Updated Survey Results
4. Be a Source for Industry Data
Off-Page Link Building

18. #1: Offer Quiz and Certification Badges
Sample Use Cases (3/15/11):
1,205,644 links to the root domain,
44,270,380 links to subpages
48,392 links to the root domain,
86,655 links to subpages
869 links to the root domain,
5,495 links to subpages

19. #2: Widgets and Embeds
Use Cases for Widgets & Embeds
Sentence Link Goes Here
Sentence Link Goes Here

20. #3: Frequently Updated Survey Results
Use Cases for Survey Results:
– Census.gov (597,232 root, 2,407,657 total)
– DavidMihm.com (4,410 links to ‘Ranking Factors’)
– BeatTheAutocomplete.com (New Site)

21. #4: Be THE Source for Industry News
Authoritative Content
• SearchEngineJournal.com (150,811 root, 326,108 total)
• WSJ.com (1,231,513 root, 1,782,454 total)
• PizzaMarketplace.com (76,405 root, 80,651 total)
• ModernWoodworking.com (400 root, 573 total)
Anyone can become an authority on what they specialize in or
what people they know specialize in.

22. New Layout Idea
Pre-2013 Linking Building – Fo’get ah-bout it
In 2013
– Research hot topics, resources, and authors
– Engage for opinion, quotes, survey, poll & feedback
– Publish WITHOUT mentioning your service
– Perform outreach to authors of content in your vertical
• Try this Google operator: site:*.edu “your topic here”
• Set the date to the last 30 days
– Have your content used as “Additional Reading”
– Perform outreach to those mentioned or featured

23. New Layout Idea – In Action
The Bait: http://blog.buyzing.com/what-people-think-of-the-new-port-on-the-iphone-5/
The Link: http://sundial.csun.edu/2012/10/iphone-5-has-potential/
Featured/Mentioned Authors:
• Pete Cunningham, London-based analyst at technology research firm Canalys
• Farhad Manjoo, Slate’s Technology Columnist
Additional Resources & Survey Results:

24. Connect with Steve Wiideman
Wiideman has been working with Search Engine Optimization Since 2003
and authored several eBooks on the topic while working with
Fortune 100 & 500 organizations.
He has been featured in Entrepreneur Magazine, Response
Magazine, National Journal, Visibility Magazine and many industry
blogs, including the Marketing Sherpa Blog.
He is currently a consultant to several corporate brands. In
2011, Wiideman is working with his team on That Training Guide, an
Internet Marketing private membership site.
Sign up free for 14 days at http://www.thattrainingguide.com/
Steve Wiideman
www.SEOSteve.com
Facebook.com/stevewiideman
P. (562) 732-4417 @seosteve
E. info@seosteve.com