SLIDE MASTER – COVERPAGE Link Building Strategies for 2010 Rand Fishkin – December 2009

SLIDE MASTER – COVERPAGE Content in this Webinar The Goals of Link Building The 8 Kinds of Link Building Matching the Right Strategies w/ Diverse Goals Tools & Processes to Ease Link Acquisition Link Building Shortcuts to Take and to Avoid 40 Minute Live Q+A

SLIDE MASTER – COVERPAGE What Goals Can Link Building Help Us Achieve?

SLIDE MASTER – COVERPAGE Bolster Individual Rankings

SLIDE MASTER – COVERPAGE Improve a Domain’s Ability to Rank Pages

SLIDE MASTER – COVERPAGE Achieve More Complete Indexation

SLIDE MASTER – COVERPAGE Drive Traffic & Branding Awareness

SLIDE MASTER – COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com

SLIDE MASTER – COVERPAGE The 8 Basic Kinds of Link Building

SLIDE MASTER – COVERPAGE #1 - Manual Link Submissions/Requests

SLIDE MASTER – COVERPAGE #2 - Competitive Link Research/Acquisition

SLIDE MASTER – COVERPAGE #3 - Links via Embedded Content

SLIDE MASTER – COVERPAGE #4 - Linkbait & Viral Campaigns

SLIDE MASTER – COVERPAGE #5 - Content, Technology & API Licensing

SLIDE MASTER – COVERPAGE #6 - Partnerships, Exchanges & Trades

SLIDE MASTER – COVERPAGE #7 - Paid Links

SLIDE MASTER – COVERPAGE #8 - Link Reclamation

SLIDE MASTER – COVERPAGE Matching the Right Link Building Strategies to Your Organization’s SEO Goals

SLIDE MASTER – COVERPAGE Links for Individual Rankings

SLIDE MASTER – COVERPAGE Links for Domain “Authority”

SLIDE MASTER – COVERPAGE Links for Indexation

SLIDE MASTER – COVERPAGE Links for Traffic & Branding

SLIDE MASTER – COVERPAGE Links for Conversion

SLIDE MASTER – COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building

SLIDE MASTER – COVERPAGE Tools for Competitive Link Research Yahoo! Site Explorer & Link Commands Linkscape + Link Intersect Top Pages Google Blog Search

SLIDE MASTER – COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order

SLIDE MASTER – COVERPAGE Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available

SLIDE MASTER – COVERPAGE Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators:

SLIDE MASTER – COVERPAGE Linkscape You want this tab! Good for comparison against other pages and vs. PageRank Highest correlation with rankings success

SLIDE MASTER – COVERPAGE Linkscape Important distinction – some subdomains are treated as entirely different entities Best predictor of domain’s ability to rank pages (watch for new “domain authority” metric soon)

SLIDE MASTER – COVERPAGE Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.

SLIDE MASTER – COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!

SLIDE MASTER – COVERPAGE Google Blog Search Results fluctuate % daily (pay them little heed) More useful to find interesting/quality sites that provide links

SLIDE MASTER – COVERPAGE Metrics for Evaluating a Link’s Value Numeric (Objective) Metrics Subjective Metrics Attainability and Effort

SLIDE MASTER – COVERPAGE Numeric Metrics for Link Valuation # 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, Linkscape) Twitter mentions (Backtweets.com)

SLIDE MASTER – COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)

SLIDE MASTER – COVERPAGE Subjective Metrics for Link Valuation Brand name reach/recognition Quality of other links on page/site ( Bing - Linkfromdomain ) Attainability and Effort Jumping through Hoops (via WKA on Flickr)

SLIDE MASTER – COVERPAGE Scalable Link Acquisition Processes Written Process + Checklist Tools + Metrics for Quick Analysis Training & Incenting Link Builders Building & Refining a Link Acquisition Funnel

SLIDE MASTER – COVERPAGE Written Process/Checklist Checklist (via adesigna on Flickr) Run through the link building process yourself Document every step thoroughly Pass it on to others (w/ some training time)

SLIDE MASTER – COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf

SLIDE MASTER – COVERPAGE Tools for Quick Analysis

SLIDE MASTER – COVERPAGE Training & Incenting Link Builders Training Camp (via Gil Searcy on Flickr) Do link building together Create consistent metrics Reward like a sales team Record reasons why links didn’t happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)

SLIDE MASTER – COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site

SLIDE MASTER – COVERPAGE Link Building Shortcuts to Take (and those to avoid)

SLIDE MASTER – COVERPAGE Get Your Community Building Links

SLIDE MASTER – COVERPAGE Direct Anchor Text & Target URLs Auto-select-all for easy copy to clipboard

SLIDE MASTER – COVERPAGE Recognize Helpful Links Links to multiple high- ranking competitors Strong domain metrics Strong URL metrics Well-known brand

SLIDE MASTER – COVERPAGE ID Strategies Engines May Devalue

SLIDE MASTER – COVERPAGE ID Strategies Engines May Devalue

SLIDE MASTER – COVERPAGE Learn from the “Best-Linked” Sites & Pages

SLIDE MASTER – COVERPAGE Learn from the “Best-Linked” Sites & Pages

SLIDE MASTER – COVERPAGE For more information, visit us at All Content and Intellectual Property is under Copyright Protection, SEOmoz Q+A Use the chat window and direct question to “All Participants.”

SLIDE MASTER – COVERPAGE For more information, visit us at All Content and Intellectual Property is under Copyright Protection, SEOmoz Next SEOmoz PRO Webinar (proposed): Thursday, January 21 st 11:00am Pacific (2pm Eastern) Subject: SEO Metrics, Analytics & KPIs