The Power of Link Building
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In SEO, internal and external links help establish site authority and trust. The question is, are all links created equal? Join us as we explore the different types of offsite authority building and look at ways to strengthen internal pages of a site.
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The Power of Link Building
- 1. Search Influence’s mission is to help customers successfully market online by developing tools, technologies, and the Fairway Group in Partnership with Search Influence 2013 @searchinfluence experts who support them.
- 2. ABOUT ME MEGAN LINDSEY • University of Louisiana Lafayette Mass Communications / Media Studies Grad • Search Influence Senior Account Manager • Influencer for 3+ years • Google AdWords + Bing Adwords Certified Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 3. THE POWER OF LINKBUILDING Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 4. LINKBUILDING 101: Fairway Group in Partnership with Search Influence 2013 @searchinfluence • WHAT IS LINKBUILDING? • Process of getting external pages to link to a page on your website • WHY IS IT IMPORTANT? • Google’s primary ranking signal • Seen as a “vote” • Builds page authority • HOW DOES IT IMPACT SEO? • Trust factor • Quantity of backlinks • Quality of backlinks • Anchor text • Referral traffic • Social signals
- 5. ALGORITHM UPDATES &LINKBUILDING Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 6. PENGUIN UPDATES: Fairway Group in Partnership with Search Influence 2013 @searchinfluence Penalty Reasons: 1. Low Quality Links 2. Overly Optimized Anchor Text 3. Keyword stuffing 4. Blog Spam 5. Exact Match Domains How to Overcome? 1. Natural Anchor Text 2. Contextual Thematic Links 3. Pruning The “Rogue” Links Who Benefited? Websites with variety of quality back links PENGUIN: April 2012 • Adjusted a number of spam factors, including keyword stuffing • Impacted an estimated 3.1% of English queries PENGUIN 2.0: May 2013 • Arrived with only moderate impact • Exact nature of the changes were unclear, but some suggested that it was more finely targeted to the page level PENGUIN 3.0: October 2014 • Appeared to be smaller than expected • Impacted <1% of English queries • Timing of update was unclear, and Google claimed it was spread out over “weeks”
- 7. = But, not all links are created equal Fairway Group in Partnership with Search Influence 2013
- 8. GOOD LINKS VS. BAD LINKS Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 9. GOOD LINKS Fairway Group in Partnership with Search Influence 2013 What does Google really want? @searchinfluence • Strong, authoritative links • Relevant links • Industry specific • Location specific • Natural links • Brand signals
- 10. Bad Links: What Makes a Link Bad? Fairway Group in Partnership with Search Influence 2013 Structure • Overly optimized “anchor text” • If all the links pointing at you are on the exact same keyword, Google sees that as a sign that a website may be trying to “manipulate” the search results Source • Completely unrelated or loosely related website • Not good: Mommy blog in Michigan linking to a steel maker in New Jersey • Appropriate link: Mommy blog in Michigan writing about and linking to vacation rentals in Alabama • Website linking to many different industries without real context or purpose • (established directories are still good)
- 11. Common Sources of Bad Links • Poor blog commenting: – Comments providing Fairway Group in Partnership with Search Influence 2013 no real input – Comments on unrelated blog posts – Commenter’s name is clearly a keyword • Low, low quality directories • Unrelated “link network” type sites
- 12. PENALTIES FOR BAD LINKS Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 13. Site rankings can be affected 1 of 2 ways… Fairway Group in Partnership with Search Influence 2013 Manually Algorithmically
- 14. Diagnosing • Action plan to “fix” varies based on the type of penalty… Fairway Group in Partnership with Search Influence 2013
- 15. Google Webmaster Tools: Manual Actions Notice Fairway Group in Partnership with Search Influence 2013
- 16. Algorithmic • If traffic dips in Google Analytics coincides with a Google update, but no “manual action” in WMT, then the site’s rankings were adjusted by the algorithm, not manually Fairway Group in Partnership with Search Influence 2013
- 17. Addressing the Issue Fairway Group in Partnership with Search Influence 2013 • Manual action • Perform aggressive link cleanup, document, “disavow” and submit Reconsideration Request • Algorithmic Update • Perform aggressive link cleanup, document, and “disavow” bad links • No easy cure for toxic links • Can take multiple tries • Most cases are different • For manual actions, recovery will take place after next Penguin refresh or update
- 18. EVALUATING BACKLINKS Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 19. Fairway Group in Partnership with Search Influence 2013 INBOUND LINK REPORT • Evaluates the quality and quantity of inbound links pointing back to the site • Reviewed to determine: • Presence of “bad” links • Baseline of current links • Areas of opportunity to increase quality backlinks @searchinfluence
- 20. GOOGLE WEBMASTER TOOLS Fairway Group in Partnership with Search Influence 2013 @searchinfluence • Evaluates and Identifies sources of high and low quality backlinks • Notifies if there is a significant number of low quality backlinks that result in Manual Action
- 21. COMPETITIVE BACKLINK ANALYSIS • Identifies the sites that competitors are getting links from • Goal: Obtain more authoritative links to your site that your competitors already have • Examples: Industry directories, hyper-local directories, manufacturer/product websites, partnerships, etc. Fairway Group in Partnership with Search Influence 2013
- 22. OFF-SITE LINK BUILDING Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 23. Fairway Group in Partnership with Search Influence 2013 LOCAL DIRECTORIES Organize listings by NAP information (by location). PRIMARY BENEFIT: Citations
- 24. Fairway Group in Partnership with Search Influence 2013 CATEGORICAL DIRECTORIES Organize listings by business category rather than location. PRIMARY BENEFIT: Links
- 25. Fairway Group in Partnership with Search Influence 2013 NICHE DIRECTORIES Relevant, Industry/Location Specific PRIMARY BENEFIT: Quality Links
- 26. PRESS RELEASES Fairway Group in Partnership with Search Influence 2013
- 27. SOCIAL BOOKMARKING • Acts as 2nd tier link building • Goal: Build authority of existing links and help Search Engines with discovery of links / content • Types of content to social bookmark: • Social network URLs • Other online profiles or brand mentions (PRs, articles, niche directory listings) Fairway Group in Partnership with Search Influence 2013
- 28. Fairway Group in Partnership with Search Influence 2013 SOCIAL MEDIA NETWORKS PRIMARY BENEFITS: • Brand awareness • Connect/Interact with audience + influencers • Share valuable Content • Opportunity for virality @searchinfluence
- 29. HELPFUL TIPS + TOOLS • Continuous link building establishes a brand’s search presence and site authority • Monitor organic website traffic after algorithm updates • Establish expectations for potential penalties and recovery efforts • Evaluate number of inbound links to client’s site by utilizing helpful tools: • moz.com/researchtools/ose • google.com/webmastertools Fairway Group in Partnership with Search Influence 2013 @searchinfluence
- 30. Questions? info@searchinfluence.com Thank You! Fairway Group in Partnership with Search Influence 2013
Notas del editor
- As you know, each link pointing back to a website is like a “vote”. The more links, you have pointing back to your site, the better.
- Now I’m going to discuss ways in which a website can be penalized for having unnatural or “bad” links, how to evaluate what may have caused this, and the steps that need to be taken in order recover.
- If you think that the website may have been affected by one of these penalties, it’s important to first diagnose the cause, since the action plan to fix the issue varies based on the severity of the situation.
- If Google has observed a suspicious number of unnatural links pointing to pages of a website, the site may receive a Manual Action. There are 2 types of manual actions: Site Wide Manual Action: Cases in which the entire site has been penalized Partial Match Manual Action: Cases in which specific parts of the site have been impacted If you receive a Manual Action, you will be notified via email (that the account is set up with), and within Google Webmaster Tools under the Manual Action section.
- Although the website may not have received a manual action, there’s a good chance that a trending decrease in organic traffic may have been affected due to the release of an algorithm update. It’s important to monitor traffic in Google Analytics, especially in the weeks following an update. If you notice any changes, positive or negative, there’s a good chance that the site was directly impacted by the update. If you noticed a negative impact, it’s important to find out more about the algorithm update
- Depending on which algo hit the site, the actions to recover from the update can vary. Penguin = link cleanup Panda = rewrite content “Disavow ” - The Disavow Tool allows you to ask Google to remove certain URLs or domains (as a ranking factor) in the indexing of your site. You do this by creating a .txt file with a list of these domains or URLs, and then submitting it to Google. When you’ve been hit with a manual action, it’s important to note that filing a reconsideration request and having the manual action lifted doesn’t necessarily help immediately, because Penguin is an automated process. Until another Penguin refresh or update happens, and it sees that what it considers to be bad has been removed, you don’t recover.
- This is one of the first reports that we run for a client before beginning an SEO campaign. If a suspicious number of bad links are found, the team will investigate a bit more to confirm whether or not the site has been penalized for them, and notify the client/Account Executive in order to discuss plan of action.
- Google Webmaster Tools is an extremely valuable tool that is used in order to monitor the overall health of the website, specifically with the way in which Google “sees” and is evaluating a website. Some of the link-specific features in Webmaster Tools include “links to your site”, “internal links”, and “manual actions”.
- We submit to 100 Local Directories throughout the campaign Local directories organize business listings by physical location In many cases these directories will provide both a citation AND a link to the website Reinforce the Name, Address, and Phone Number to Search Engines Produce citations for your business Make sure your citations are CONSISTENT
- The last few years has seen an explosion in the amount of content shared through social services such as Facebook, Twitter and Google+. Although search engines treat socially shared links differently than other types of links, they notice them nonetheless. There is much debate among search professionals as to how exactly search engines factor social link signals into their algorithm, but there is no denying the rising importance of social channels.