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Link Smarter, Not Harder: Squeaky Clean Link Building that Works
by Rhea Drysdale, Outspoken Media, @Rhea
Tweet with Mozinar attendees: #mozinar
Technical problems or feedback:Please email team@seomoz.org
March 2013
Hi!Rhea DrysdaleCEO, Outspoken Media
Links…
Previous mozinar on Online Reputation Management: Branding for SERP Domination
Today, let’s talk about what Outspoken Media does…
But first, 2012 was hard on SEOs
We can no longer focus on a single link building method!
We must diversify and
build brands.
However, brands aren’t immune to updates.
http://bit.ly/seo-metrics-that-matter
THE PROBLEM
Company x says they want to:
Increase online
sales by 20%
SEO SOCIAL
Increase online
sales by 20%
What happens in 6 months:
SEO SOCIAL
Google Penguinfor YOU!
Manual penalty for YOU!
Because what they heard was:
More links! More mentions!
SEO SOCIAL
And what they did was:
Link building:100 PR3+ links
40 sponsoredposts on mom
blogs
SEO SOCIAL
When they needed to:
Communicatewith social
Communicatewith SEO
SEO SOCIALEXECS
Don’t forget
us!
They were missing the most important metric:
BUSINESS OBJECTIVE
And the primary business objective is
ALWAYS…
Primum non nocere
“FIRST, DO NO HARM!”
Hippocratic Oath
How do you avoid being a snake oil salesman?
NO MORE EXCUSES!
http://bit.ly/link-building-strategies-xls
Timeframe
Resources
Expected Value
Smart link builders account for:
Business
objectives
Timeframe
Resources
Expected Value
Smart link builders account for:
LINK BUILDING IS ONLY LIMITED BY CREATIVITY & RESOURCES
We don’t need fancy tools, but we do need
our brains and priorities in alignment.
99% of the time, these tools are fine:
THE TOOLS
Anchor Text Diversity970 backlinks232 referring domains
Anchor Text DiversityBranded anchor text
…ALL THE LINKS!
13 Ways to Use Fresh Web Explorer
1. Reclaim backlinks. 2. Build relationships. 3. Respond to customer service issues. 4. Spot trends and seasonal change. 5. Conduct a competitive analysis/needs assessment. 6. Build collateral for your brand. 7. Find customer reviews/testimonials. 8. Understand social reach. 9. Audit brand usage. 10. Audit other department/agency activities. 11. Find paid links. 12. Audit sponsored posts. 13. Find negative SEO. 14. Hat tip to Ruth Burr: Locate scraped content.
http://bit.ly/13-ways-fwe
Want more tools and tips?
DO YOUR HOMEWORK
http://bit.ly/effective-link-bldg Mozinar by Justin Briggs
http://bit.ly/future-link-bldg Mozinar by Rand Fishkin
IDEA GENERATION PROCESS
Smart link building isn’t about link quotas and
quick wins.
It’s about thinking like a business owner and understanding their
audience.
Step1
What problem is the business trying to solve?
Mission Statement / Purpose
At Eco Baby Daycare, it is our mission to provide high-quality care for your “whole” child in a safe, healthy, holistic environment. We believe in creating a peaceful environment that allows each child to learn through hands-on experiences with the world around them. We believe we have a responsibility to nurture feelings of trust and security through warm and respectful interactions with each child. We commit the energy, patience, and love required to meet the needs of children socially, emotionally, physically, and cognitively. We seek to do this through a calm, clean, child-centered environment that encourages self-discovery.
Problem they’re trying to solve:
Safe child careHands-on educationBuild trust and securityEco-friendly environment
Step2
Does the website have content to address these problems?
Eco-friendly environment?
http://ecobabydaycare.com/sample-page/
Safe child careNOTHING!
Where are the:• Safety procedures• Policies• Evacuation info• Bad weather• Safety drills• CPR certifications
Build trust and security
Hands-on Education
Where is the information on:
• Communication beyond sign language for infants
• Sign language type and which signs are taught
• Hands-on learning techniques• Pre-school/kindergarten preparation
Socialization techniques
Is there sufficient content to address these
needs?
No!
So, how does Google know what the site is
about?
Step3
Who is the website trying to reach?
Guardians Employees/Partners
Industry
Community
Step4
Does the website have content to attract these groups?
Parents/CaregiversSite caters to customers entirely
Potential employees/partners
NOTHING!
IndustryNothing!
Where is the information on:– References/knowledge base– Credentials/accreditation– Child care industry news – Upcoming events/professional
development
Community
Is there sufficient content to address these
groups?
No!
So, why would someone link to the site?
Now it’s time to brainstorm… a LOT.
Step5
BRAINSTORM AUDIENCE SEGMENTShttp://bit.ly/content-based-outreach
Green
Caregivers
Lifestyle
Special needs
Faith-based
Style-based
Disabled
Speechdisorde
r
Allergies
Cognitive
disorder
Helicop-ter
Tiger
Working
parents
Single parent
s
LGBTAdoptive
Free- range
Employees/Partners
Vendors/Suppliers
Referrals
Potentialemployees
Current employees
OBGYN
Pediatri-cians
Doulas
LCs
Food supplie
r Therapy
Fitness
Diaper service
Toys/activitie
s
Industry
Industry events
Child care
services
Media
Online industry
Associa-tions
Gov’t groups
Orgs
Other daycare
s
Bloggers
Social media
Confere-nces
Awards
GroupsWebinars
Online reviewer
s
Community
Local businesses
Colleges
Local groups
Continuing education
Step6
Developbusiness
strategies informed by link building
potential.
CAREGIVERS / PARENTS
Working
parents
Single parent
s
LGBTAdoptive
Lifestyle
Green
GUEST POST ON TEACHING KIDS TO GO
GREEN
Notice the dates—no recent guest posts, but build the relationship up!
Faith-based
LOCAL DIRECTORY OF RELIGIOUS & LIFESTYLE
SUPPORT GROUPS
Helicop-ter
Tiger
Free- range
Style-based
HOST A PARENTING STYLE DEBATE
Find parenting networks in your area. Great! They list “other events.”
These are followed, unbranded anchor text backlinks from a trusted source!
Disabled
Speechdisorde
r
Allergies
Cognitive
disorder
Special needs
INFOGRAPHIC: INFANT NUTRITION & BRAIN
DEVELOPMENT
INFANT FOOD ALLERGIES CHECKLIST
VENDORS / SUPPLIERS
Food supplie
r Therapy
Fitness
Diaper service
Toys/activitie
s
Vendors/Suppliers
VENDOR TESTIMONIALS & CASE STUDIES
OBGYN
Pediatri-cians
Doulas
LCs
Referrals
HOST Q&A SERIES WITH INDUSTRY EXPERTS
ASK FOR INCLUSION ON THEIR SUPPORT
SERVICES
Current employee
s
DEVELOP INDIVIDUAL EMPLOYEE BIO PAGES
Potential employee
s
POST JOB OPENINGS & CAREER DESCRIPTIONS
Generic job postings
Industry-specific
Local job postings
INDUSTRY
Confere-nces
Awards
GroupsWebinars
Industry events
SPEAK LOCALLY & NATIONALLY
Associa-tions
Gov’t groups
Orgs
Other daycare
s
Child care
services
JOIN INDUSTRY ASSOCIATIONS & ORGS
National associations
Local associations
Bloggers
Social media
Online reviewer
s
Online industry
LIST FAVORITE BLOGS & SOCIAL MEDIA USERS
Media
COMMENT ON RECENT NEWS
COMMUNITY
Local businesse
s
GET LISTED ON VENDOR WEBSITES
Colleges
POST INTERNSHIP OPENINGS ONLINE
Continuing
education
HOST CLASSES FOR PARENTS-TO-BE
Local groups
SPONSOR LOCAL EVENTS & GROUPS
Step?
INTERNAL DATA DISCOVERY
1) Infant communication and the benefits of sign language
2) Going green and infant health
3) Cost analysis of a green day care
LINK RECLAMATION
CONDUCT AUDITS REGULARLY
Always remember the SEO’s Hippocratic Oath
Q&A Time!
@Rhea
OutspokenMedia.com
rhea@outspokenmedia.com
http://seomoz.org/webinars
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