screw link building - clickz live new york 2014
DESCRIPTION
Screw Link Building - It's about relationships. Ryan Jones presentation from Clickz Live NY 2014. Topics include Google penalties, Matt Cutts photoshops, Link Building History, Analytics, Relationship Building, & Brand BuildingTRANSCRIPT
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@RyanJones
@RyanJonesManager – SEO & Analytics
www.RyanMJones.com
This presentation online:http://tiny.tw/3iGk
3A Brief History Of Link Building@RyanJones
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@RyanJones
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The Evolution of Link Building…
@RyanJonesDirectories
Link Exchanges
Article Submissions
Press Releases
Widgets
Infographics
Guest Blogs
Blog Comments
Forum Signatures
Profiles
Local / Places
?
Link Triangles
Paid Links
Youtube/Pinterest301s & Subdomains
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Let’s Talk About Search Engine Penalties
@RyanJones
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Cutts 1:20:14
Thou Shalt Not
Guest Blog
@RyanJones
8My thoughts on guest blogging are pretty transparent
@RyanJones
Here’s How I Reacted To That:
Search Engines want to takes action on:INTENT… NOT
TACTICS
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Tactics vs. Strategy
@RyanJones
A strategy is a plan of action with a goal. It consists of several tactics.
A tactic is a smaller, focused, less impactful action that’s part of a strategy.
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@RyanJones
WHAT IS YOUR STRATEGY?
Guest Blogging Is NOT a Strategy.
Strategies include:
Acquire lower funnel traffic
Increase brand awareness
Ask: “what’s the goal of guest blogging?” What’s the goal of rankings?
That will lead you to your strategy.
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DON’T BE A LINK BUILDING IDIOT
@RyanJones
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@RyanJones
LINK BUILDINGEvolution vs. Creation
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Brand BuildingContent Marketing
Press Mentions“Going Viral”
Social Engagement
These are Earned Links
QUIT CREATING LINKS.
START EARNING THEM
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If You Can Automate & Scale It…
SEARCH ENGINES CAN DETECT IT
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This is NOT Link Building
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Engines Favor Brands Because Brands Earn LinksBig Brands don’t think of it as “Link Building”
They treat link building like any other type of ad:
• Is this audience appropriate?• How many eyeballs will see it?• How much traffic should I expect?• Will it convert?• Does it accomplish my campaign goals?
@RyanJones
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THIS IS HOW I BUILD LINKS
I Turn This:
Into This:
Source: Google Webmaster Tools Crawl Errors Report@RyanJones
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MEASURING LINK BUILDING
VANITY METRICS:
# of LinksPageRankPage AuthorityLRDs (linking root domains)
BETTER METRICS:
VisitorsNew VisitorsConversionsUnique Referring Domains
FACT:
LINK BUILDING IS HARD
SO DON’T DO LINK BUILDING:
DO BRAND BUILDING
DON’T GET LINKS.
GET ENDORSEMENTSBUILD RELATIONSHIPS
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The Evolution of Link Building…
@RyanJonesDirectories
Link Exchanges
Article Submissions
Press Releases
Widgets
Infographics
Guest Blogs
Blog Comments
Forum Signatures
Profiles
Local / Places
Link Triangles
Paid Links
Youtube/Pinterest301s & Subdomains
Relationship Building&
Real Marketing
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Let’s….
@RyanJonesLinkedin.com/in/jonesywww.RyanMJones.com
Ryan JonesManager – SEO & AnalyticsSapientNitro