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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 [email protected]

Link Building For Seo

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Page 1: Link Building For Seo

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 [email protected]

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March 2013

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Hi!Rhea DrysdaleCEO, Outspoken Media

Links…

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Previous mozinar on Online Reputation Management: Branding for SERP Domination

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Today, let’s talk about what Outspoken Media does…

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But first, 2012 was hard on SEOs

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We can no longer focus on a single link building method!

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We must diversify and

build brands.

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However, brands aren’t immune to updates.

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THE PROBLEM

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Company x says they want to:

Increase online

sales by 20%

SEO SOCIAL

Increase online

sales by 20%

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What happens in 6 months:

SEO SOCIAL

Google Penguinfor YOU!

Manual penalty for YOU!

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Because what they heard was:

More links! More mentions!

SEO SOCIAL

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And what they did was:

Link building:100 PR3+ links

40 sponsoredposts on mom

blogs

SEO SOCIAL

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When they needed to:

Communicatewith social

Communicatewith SEO

SEO SOCIALEXECS

Don’t forget

us!

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They were missing the most important metric:

BUSINESS OBJECTIVE

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And the primary business objective is

ALWAYS…

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Primum non nocere

“FIRST, DO NO HARM!”

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Hippocratic Oath

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How do you avoid being a snake oil salesman?

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NO MORE EXCUSES!

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Timeframe

Resources

Expected Value

Smart link builders account for:

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Business

objectives

Timeframe

Resources

Expected Value

Smart link builders account for:

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LINK BUILDING IS ONLY LIMITED BY CREATIVITY & RESOURCES

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We don’t need fancy tools, but we do need

our brains and priorities in alignment.

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99% of the time, these tools are fine:

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THE TOOLS

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Anchor Text Diversity970 backlinks232 referring domains

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Anchor Text DiversityBranded anchor text

…ALL THE LINKS!

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http://bit.ly/link-analysis

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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

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Want more tools and tips?

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DO YOUR HOMEWORK

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http://bit.ly/effective-link-bldg Mozinar by Justin Briggs

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http://bit.ly/YyCqu4 Mozinar by Rand Fishkin

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http://bit.ly/future-link-bldg Mozinar by Rand Fishkin

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IDEA GENERATION PROCESS

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Smart link building isn’t about link quotas and

quick wins.

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It’s about thinking like a business owner and understanding their

audience.

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Step1

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What problem is the business trying to solve?

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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.

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Problem they’re trying to solve:

Safe child careHands-on educationBuild trust and securityEco-friendly environment

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Step2

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Does the website have content to address these problems?

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Eco-friendly environment?

http://ecobabydaycare.com/sample-page/

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Safe child careNOTHING!

Where are the:• Safety procedures• Policies• Evacuation info• Bad weather• Safety drills• CPR certifications

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Build trust and security

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Hands-on Education

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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

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Is there sufficient content to address these

needs?

No!

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So, how does Google know what the site is

about?

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Step3

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Who is the website trying to reach?

Guardians Employees/Partners

Industry

Community

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Step4

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Does the website have content to attract these groups?

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Parents/CaregiversSite caters to customers entirely

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Potential employees/partners

NOTHING!

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IndustryNothing!

Where is the information on:– References/knowledge base– Credentials/accreditation– Child care industry news – Upcoming events/professional

development

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Community

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Is there sufficient content to address these

groups?

No!

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So, why would someone link to the site?

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Now it’s time to brainstorm… a LOT.

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Step5

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BRAINSTORM AUDIENCE SEGMENTShttp://bit.ly/content-based-outreach

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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

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Employees/Partners

Vendors/Suppliers

Referrals

Potentialemployees

Current employees

OBGYN

Pediatri-cians

Doulas

LCs

Food supplie

r Therapy

Fitness

Diaper service

Toys/activitie

s

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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

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Community

Local businesses

Colleges

Local groups

Continuing education

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Step6

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Developbusiness

strategies informed by link building

potential.

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CAREGIVERS / PARENTS

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Working

parents

Single parent

s

LGBTAdoptive

Lifestyle

Green

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GUEST POST ON TEACHING KIDS TO GO

GREEN

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Notice the dates—no recent guest posts, but build the relationship up!

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Faith-based

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LOCAL DIRECTORY OF RELIGIOUS & LIFESTYLE

SUPPORT GROUPS

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Helicop-ter

Tiger

Free- range

Style-based

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HOST A PARENTING STYLE DEBATE

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Find parenting networks in your area. Great! They list “other events.”

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These are followed, unbranded anchor text backlinks from a trusted source!

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Disabled

Speechdisorde

r

Allergies

Cognitive

disorder

Special needs

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INFOGRAPHIC: INFANT NUTRITION & BRAIN

DEVELOPMENT

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INFANT FOOD ALLERGIES CHECKLIST

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VENDORS / SUPPLIERS

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Food supplie

r Therapy

Fitness

Diaper service

Toys/activitie

s

Vendors/Suppliers

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VENDOR TESTIMONIALS & CASE STUDIES

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OBGYN

Pediatri-cians

Doulas

LCs

Referrals

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HOST Q&A SERIES WITH INDUSTRY EXPERTS

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ASK FOR INCLUSION ON THEIR SUPPORT

SERVICES

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Current employee

s

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DEVELOP INDIVIDUAL EMPLOYEE BIO PAGES

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Potential employee

s

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POST JOB OPENINGS & CAREER DESCRIPTIONS

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Generic job postings

Industry-specific

Local job postings

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INDUSTRY

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Confere-nces

Awards

GroupsWebinars

Industry events

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SPEAK LOCALLY & NATIONALLY

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Associa-tions

Gov’t groups

Orgs

Other daycare

s

Child care

services

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JOIN INDUSTRY ASSOCIATIONS & ORGS

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National associations

Local associations

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Bloggers

Social media

Online reviewer

s

Online industry

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LIST FAVORITE BLOGS & SOCIAL MEDIA USERS

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Media

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COMMENT ON RECENT NEWS

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COMMUNITY

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Local businesse

s

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GET LISTED ON VENDOR WEBSITES

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Colleges

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POST INTERNSHIP OPENINGS ONLINE

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Continuing

education

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HOST CLASSES FOR PARENTS-TO-BE

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Local groups

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SPONSOR LOCAL EVENTS & GROUPS

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Step?

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INTERNAL DATA DISCOVERY

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1) Infant communication and the benefits of sign language

2) Going green and infant health

3) Cost analysis of a green day care

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LINK RECLAMATION

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CONDUCT AUDITS REGULARLY

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Always remember the SEO’s Hippocratic Oath

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Q&A Time!

@Rhea

OutspokenMedia.com

[email protected]

http://seomoz.org/webinars