google penguin webinar
DESCRIPTION
TRANSCRIPT
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Find out more about Ajax Union:
www.AjaxUnion.comFollow Us On Twitter:
twitter.com/ajaxunionLike On Facebook:
www.facebook.com/ajaxunionConnect On Linkedin:
www.linkedin.com/companies/ajax-unionCall Ajax Union:
800-594-0444
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Sarah Mogin – VP of Marketing
Follow Sarah on Twitter:
@SarahMogin
Friend Sarah on Facebook:
facebook.com/Sarah.Mogin
Connect With Sarah on Linkedin:
linkedin.com/in/SarahMogin
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Linkbuilding in a Post-Penguin World
Find out more about Ajax Union's products at: www.ajaxunion.com
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Agenda
• What is Google Penguin?• Find Your Keanu Moment• Links in the Wild• Linkbuilding Techniques• Troubleshooting• Change Your SEO Vocabulary• Final Thoughts
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What is Google Penguin?Major algorithm update from April 2012 that
cracked down on unnatural links.
Unnatural Links: Paid, spammy, or unrelated links leading to your website.
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Finding Your Keanu Moment
We have two options:
• Memorize the current best practices and follow them blindly
• Learn how Google thinks to rank well now and in the future
Remember: Google wants to provide users with the best possible search results.
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Finding Your Keanu Moment
What matters:
• Site quality• Industry authority• Outside endorsements
SEO is not supposed to be easy.
Remember: Google wants to provide users with the best possible search results.
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Links in the Wild
With Penguin, it’s important to vary your anchor text so that it appears
natural to Google.
How Links Work• HTML Code: <a
href=“http://www.yoursite.com”>Anchor Text</a>
• How It Looks: Anchor Text
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Exact Match Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Gucci Sunglasses</a>
Gucci Sunglasses
Exact match links used to be the core of SEO, but now too many will appear unnatural to Google.
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Latent Semantic Indexing (LSI)
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Gucci Shades</a>
Gucci Shades
LSI links show a natural diversity in anchor text.
discount Gucci sunglassesGucci sunglasses for saleglasses by GucciGucci glasses with rhinestones
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Naked Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>JoesSunglasses.com</a>
JoesSunglasses.com
Since naked links don’t contain keywords, they show Google a more natural link profile.
Having keywords in the surrounding text will still make these links valuable.
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Junk Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Click Here</a>
Click Here
Same as naked links, junk links appear natural and can help you rank for keywords based on surrounding text.
Keep in mind, it’s not just about anchor text, it’s about where the link is coming from!
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Branded Links
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
HTML How It Looks
<a href=“http://www.JoesSunglasses.com”>Joe’s Sunglasses</a>
Joe’s Sunglasses
Like naked and junk links, branded links are natural and awesome.
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Summary
Site: JoesSunglasses.com • Keyword: Gucci Sunglasses
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Linkbuilding Techniques
• Find Your Influencers• Guest Blog• Create Linkbait• Stalk the Competition
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Find Your Influencers
• Track tweeted links from industry influencers
• Find sites relevant to your location and larger industry
• Look for relevant social communities
Who does your target audience trust?
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Guest Blog
• Introduce yourself• Show published links• Provide idea(s) or outline(s)
• Make sure your content rocks
• Participate in the discussion• Blog comments• Social media
• HARO
Don’t be shy – reach out to site owners and editors!
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Create Linkbait
• Infographics• Webinars• eBooks• Resources Section• Blog Posts• Comment, share, link to
others, etc.
Build content on your site that people will want to share.
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Stalk the Competition… or should you?
• MajesticSEO to review competitors’ inbound links• If they linked to your
competitors, they can link to you, too!
• Look at site content• What worked then might
not work now
Keep an eye on what your competitors are doing, but don’t assume their methods are Penguin-friendly just
because they’re ranking well.
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Old Stuff
• Top web and local directories
• High quality articles• Press releases• Blog posts• Social networking• Multimedia outreach
Standbys we still trust:
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Troubleshooting
• “Delete and dilute”• Disavow links• Remove links manually• Improve site content –
Google Panda:• Keyword stuffing• Ads above the fold
So your rankings aren’t what they used to be. What now?
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Change Your SEO Vocabulary
Change the way you talk about SEO.
Before After“Linkbuilding” Building links and citations“I will build you 200 links per month”
I will do X, Y, and Z activities every month
“My competitor has 800 links and I have 500”
[Look at more specific details]
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Final Thoughts
• Change the way you think about SEO
• Evaluate your linking strategy• Trust your gut!
Find follow-up reading at AjaxUnion.com/blog
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MeetUp.com/BusinessEventsNY
CEO Networking - Monday, May 13th
Free Business Networking Mixer - Tuesday, May 28th
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Request a Free Quote:
www.AjaxUnion.com
Call Us Today:
800-594-0444
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