Link Building Methods and Risks

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Link Building Methods and Risks Powered By Docstoc
					Link Building Methods and Risks
   Jim Boykin – SEMCON 2010
                                 CEO, Founder &
                                 Lead Link Ninja
                                @ We Build Pages
                             Jim@webuildpages.com
                             Twitter @webuildpages




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 Who is Jim Boykin
And We Build Pages??

                  We Don't Build Websites

                   We Build Content
                   And Trusted Links.
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       Since May 1999
   Over 11 Years in Business
Jim Boykin = We Build Pages = Link Ninjas




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I used to be Vocal on Link Building.
    www.webuildpages.com/jim
(Best Link Building Blog 2006 and 2007)




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"At a recent SEO conference not
1 but 2 people came up to me
and thanked me for referring
them to Jim Boykin.“

Aaron Wall
             © 1999-2010 We Build Pages Internet
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"Jim Boykin is a great example
of a determined entrepreneur
and a true "live and breathe
SEO."
Lee Odden

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"Jim Boykin runs one of the best
SEO outfits in the US"


Rand Fishkin SEOMoz


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"He should be on every
company's short list of people to
talk to “


Michael Gray (Graywolf)

            © 1999-2010 We Build Pages Internet
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"Well known in the industry, long
time link builder, and good guy.“


Barry Schwartz


            © 1999-2010 We Build Pages Internet
                    Marketing Services
~45 In-House Link Ninjas at WBP
       & Over 100 Writers




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        Analyzing Backlinks
           Yahoo.co.uk
linkdomain:yoursite.com –site:yoursite.com
          Other Solutions:
Majestic & SEOMoz’s OpenSiteExplorer.org
WBP Trust Crawler (private now)
SEO Public Tools (soon again)!!!
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                Jim’s Value of a Link
1. Short Tail Targeting (Buying)- backlinks to page that
links to you, link text used, co-citation of other links on
that page (trust and relevance), placement of your link
on page, links to domain, relevance of page to you.

2. Long Tail Targeting (Natural Links) - Trust of domain,
trust of page (how trusted are other links on the page
that links to you) - Then use internal links to pass trust
from pages that have a lot of trust to pages that need
more trust (pass power to pages you're targeting). (Link
Bait and Trust Bait are Examples)
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Short Tail Targeting




              kkk
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            Buying Links
Nothing Beats it for Short-Tail Phrases.




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Risk vs. Reward




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Odds of getting penalized.




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Top 10 Ways to Get Your Site Banned
in Google for Buying Links.
(assuming you buy links)




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10. Tripping a link buying filter




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9. Your Broker gets mapped,
analyzed, and buyers penalized.




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8. Someone Blogs about your buying links
Google looks stupid, bans you.

"Hey, this Jerk tried to buy a link from me...
so I just sent his paid link request to Google...

Plus I'm going to blog about you trying to buy a
link from me!"
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7. You're #1 for super competitive
phrase, and you're not the best site
in the world.

I'm #1 for "widget" and I'm a thin
affiliate.
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6. You're #1 for big competitive phrase
Which pisses your competitors off,
and they report you as SPAM.
                                 Sites
                                 Positioned
                                 Above
                                 Me


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5. You're buying from brokers who sell links
to anyone and everyone.
Get 1000 links from relevant pages
overnight....sure, there's no network
here....hehe




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4. You have no natural backlinks.




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How can Google Tell You’re Buying Link??
…um…do your backlinks look like this??

http://www.Made4BlogReviewsBlog.com/keyword-review.html
http://www.Non-Relevant-homepage-link.com
http://www.IownThisSite.com
http://www.crappyblog.com/old-blog-post/3#WeakComment
http://www.OK-site.com/Side-Bar-Link-With-Other-Buyers
http://www.Pagerank-Blocked-5-years-ago.com/for-selling-links
http://www.SEO-d-Directory.com/only-seos-submit-here.html


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3. You start shouting
and bragging about
your rankings.


Hey CNN and Time
Magazine, Can you
do a story on me
because I'm #1

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2. Report your
competitor
to Google.

They're
Spamming!


 When you yourself are buying links.
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1. You show your site to Matt during a backlink
review panel.




WHY did that site link to you.....I smell Money....
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Think You’re Penalized?




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                          Drop in G. Traffic – Look at these Items.
# main types of Penalties
1. Website Penalized
2. Page Penalized
3. Phrase Penalized

1. do you rank for your root url and website name?

ie, if I searched for webuildpages in google, and didn't show up in the top 30.
If I searched for webuildpages.com and didn't show up in the top 30
if I searched for We Build Pages and didn't show up in the top 30

2. #1 - look at your analytics:
First,mMake sure that you're looking at only organic traffic from Google:(in Google analytics, choose, Engine Traffic, Google,
Exclude Paid Search)
Find the exact date that the drop happened.

Then, check traffic with Yahoo and Bing, if drop was in all 3 engines, then it's something you did to your site and it's not a specific
Google issue. (check rankings in all 3 engines too).

If there's a problem there will be a sudden drop in traffic, a slow decline in traffic over weeks/months is not a penalty...an
overnight drop is an issue.

If you look at your analytics, go back a month and look at top phrases that brought you traffic that month, how do you rank for
those phrases now?

3.. ...ask designers. programmers, etc for a list of things that were done during the 10 days leading up to the drop in traffic.



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                          Drop in G. Traffic – Look at these Items.
4. Check your Robots.txt file
(http://www.yoursite.com/robots.txt )

Make sure there's nothing in there that can block pages you don't want blocked.

4. Run the site/page though a header check tool
http://www.webuildpages.com/seo-tools/header-checker/
200 OK is good, 404’s are bad…302’s bad…301 – verify they’re going to the correct page.

5. Check Source Code. Code between <head> and </head>

6. check for when pages were updated including the robots.txt page
javascript:alert(document.lastModified)
go to page, then in address bar, remove url and replace with the above code and hit enter

7. go to wayback machine, or other version of your pages... Check URL structure...
Check robots.txt, check source code

8. check Google for site:yoursite.com, compare to yahoo for site:yoursite.com (are you missing pages, does yahoo show pages
that are indexed that google's not indexing?)

9. Check the Google cache of pages.
Search for
site:yoursite.com
click on the Cache link for each page...check the date... see if page is the same as what you see live on the site..check for Text only
version...anything look spammy.



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                         Drop in G. Traffic – Look at these Items.
10. Check for over optimization
is url something like http://www.yoursite.com/green-widgets.html
and the internal link to that page "green widgets"
and H tags say "green widgets"
and is "green widgets" mentioned an abnormal amount of times?
Title tag and meta tags spammy (Descriptions should be a few sentences...they should start with only the first letter of a sentence
capitalized, and should end with a period...and should not have more than 3 commas.)Title shouldn't repeat any keyword more
than twice).

11. Check your sitemap. Is it updated?

12. Check problem page for dup content
(take ~10 word phrase, copy, put in google search box with quotes around)
if your page isn't #1 in the results, google may think you're a copied page.
(or if another page on your site shows up first then there's a problem)
Often dup urls show up...huge problem

13. Check for canonical issues
with and w/o www ... Trailing slashes, capital letters and small letters, check old urls in header check tool as well
index.html, default.htm, etc
how do your internal pages link to your homepage? (should http://www.yoursite.com/ ... and not
http://www.yoursite.com/index.htm )

before you decide which page is real, check yahoo backlinks for each page.

keep in mind that most times, the page with the most backlinks is going to be the "real" page you should use, and you'd 301 the
other dup urls, change any internal links to go to the correct urls.

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Drop in G. Traffic – Look at these Items.
14. Think about click through rate.. could your click through rate be poor?
If so, adjust title tag and meta description to get more clicks.

15. Analyze traffic to your 404 page.

16. Check Google's webmaster central account for messages.

17.Check if your HTML code is Valid

18. Who do you link out to?
Trusted, penalized, neighborhood?
one ways, trades, pages about...do you mostly link out to homepages of other sites, or do you mostly link out to subpages of
other sites?

19. Did you publish thousands of pages one day about 3 months ago...where all those new pages performed great (new pages on
old established sites often do great for a while), and did those pages overnight stop rankings?... of the thousands of urls that were
published that day, how many of those urls got links from trusted sites in the first 3 months after being given a push in google so
they'd be found...if the answer is 0 of those pages, then yea, they probably all went into the "supplemental index" (moral, if you
publishes a bunch of pages at once, make sure some of those pages get links from trusted outside resources, or they may all be
viewed as crap and tossed).

20. Did you buy Links Recently?
Exactly what links did you buy, from who, using what link text, linking to what pages, and exactly when did they go up. Details
Details Details.




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Drop in G. Traffic – Look at these Items.
21. Are other people reporting changes during the dates you saw your traffic drop.
http://www.webmasterworld.com/forum30/

22. Do a lot of your subpages have weak content that could have caused many of them to go supplemental as well?

23. Could it have been the result of a algorithm tweak for certain phrases or industry.. did other websites in the top 30 experience
a shift as well at the same exact time?

24. Look at the site as a google quality rater would. There's manuals for that job, but they're confidential so I won't tell you could
find them. (address on site, phone on site, thin affiliate, user intent, type of search, type of page you have, yada yada yada).

25. How do you think the click through rate was for the title tag and meta description given... was it a spammy/boring title tag and
meta description compared to everyone else on page 1, so your click through rate was crap compared to the others?

26. Run though SEOMoz's Open Site Explorer to check external backlinks to the specific pages in question. Do they Look natural or
over optimized?

27. How do your subpages link back to your homepage (ie,often this happens... your homepage is listed in google as
www.yoursite.com/ but your logo or link for "home" goes to http://www.yoursite.com/index.htm , and both of those pages
appear to be indexed, but now the important page (the non-www page) appears to be an island on your site because none of your
internal pages link to that page (they all link to index.htm (which is a different url)).

28. Are there any 301 redirects??? 301ing internal pages (a lot done at once, were they relevant), 301ing other sites (relevant
number of sites 301'd in...a lot is timing...when were these done?)

29. Any change in registrant info?


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Drop in G. Traffic – Look at these Items.
31. Load time? (wouldn't get you penalized, but could have dropped you some in rankings)

32. urls changed...things moved to new folders...or folders renamed
(compare to wayback machine…see how urls are indexed in yahoo and bing as well, compare to google)

33. .htaccess redirects wrong – review .htaccess code on site.




List of over 30 things…
Please don’t publish these.
Webuildpages.com/ses/
Un: ses    pw: ninja
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    Where Can I Buy Links with No Risk?

Answer, Nowhere, Buying Links is Risky.
The more links you buy, the more risk you take.

For Tips on link Buying, see my old blog
http://www.webuildpages.com/jim/

Recommendations on places to buy links???

I know people who are having great success buying,
But that's something I'd never talk about in public.
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We Build Pages hasn’t bought a
link in 16 months!

Yes, we’re still getting links!
Over 1000 every month!
Gov’s, edu libraries, mil, real
orgs, yummy trust!
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If you’re Not Buying Links….

The link buyers will beat you on short
tail phrases.

Give Up Short Tail Phrases to Buyers.
Go Long Tail.
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                                             How to Get
                     Non-paid – Permanent
                         and Trusted
                                               Backlinks
I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
  backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I
 will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
  backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I
 will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
  backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I
 will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
  backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I
 will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
  backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I
 will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy backlinks. I will not buy
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Average Percentage of Types of Links WBP Gets
27% are edu’s.
23% are .org’s
4% are k12’s
3% are ac.uk’s
2% gov’s
0.6% .mil
    Making the Internet a Better Place
               1 Link at a Time
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http://www.ogeecheetech.edu/library/programs/xxx.html
http://cswww.essex.ac.uk/staff/hhu/xxx.html
http://www.faculty.english.ttu.edu/xxx/
http://library.willamette.edu/guides/subject/xxx/
http://www.lib.washington.edu/subject/English/xxx/
http://faculty.randolphcollege.edu/tutor/xxx.asp
http://www.alvernia.edu/library/library_resources/irl/xxx.html
http://library.albany.edu/subject/xxx.htm
http://faculty.wiu.edu/JR-Olsen/wiu/tea/xxx.htm
http://www.library.upenn.edu/exhibits/rbm/kislak/index/xxx.html
http://library.duke.edu/research/subject/guides/japan/subject/history/xxx.html
http://www.dof.virginia.gov/fire/xxx.shtml
http://trotsky.arc.nasa.gov/xxx/
http://ready.arl.noaa.gov/xxx.php
http://www.loc.gov/rr/international/european/belgium/resources/xxx.html
http://www.optometry.ihs.gov/xxx
http://human-factors.arc.nasa.gov/zteam/fcp/xxx.html
http://www.epa.gov/Region3/green/xxx.html
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The Trust of NASA.GOV
 Y! links 5 Million            DMOZ 2,000
 edu links 332,000             Yahoo 2,000
 ac.uk links 28,000
 gov links 85,000
 mil links 6,000
 Site PR 9                     del.icio.us 3,000
 Site Age June 1997            digg pop stories 908
 Alexa 744                     twitter mentions -
                               Tons



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 So how do you get links
If you're not going to Buy
         them???

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   It’s Going to Cost You!
    In Time Researching
(What to Write, and Who to Write To)

   In Writing & In Editing
& In Time Contacting Sites
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Link Bait
   vs.
Trust Bait
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Link Bait for Links
1.Content Built for Bloggers and social
  media audience
2.Almost all links from Blogs (~2007 sites)
3.Link Value often fades as it's "old news"
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Trust Bait for Links
1.Content Built for educators and research
  audience
2.Links from non-blogs (~1998)
3.Link value constant and permanent
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1. What to write….
Give me a topic….any topic…

Pool Supply Company Example

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Google - Pool Safety

#1 page
http://www.aap.org/FAMILY/TIPPPOOL.HTM
39 links to that page - several highly trusted

#2 page
http://www.cpsc.gov/cpscpub/pubs/chdrown.html
has 89 links to that page ...lots of edu's and gov's.

#5 page
http://www.liveandlearn.com/pools.html
94 links to that page, some edu's and other trusted links.

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What to Write?
Write a GREAT Page About Pool Safety.



2. How to Write a Trust Bait
Piece…
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10 Examples of Trust Bait


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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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© 1999-2010 We Build Pages Internet
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3. Who to Write to?
Write to the people who are linking to the
other trusted resources you found.

Resource 1 on pool safety 89 links
resource 2 on pool safety 111 links
resource 3 on pool safety 150 links
Resource 4 on pool safety 75 links
resource 5 on pool safety 75 links
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  Using our tools, we’ll gather about 500
  possible urls to email for that article

We'll email about ~100 of those (Human Touch)
We have about a 5% conversion rate on link requests.
100 emails sent @ 5% conversion
= 5 links.

W/O tools that help us know what to write, how to
write it, and who to write to, our conversion % would
be much smaller.   We Build Pages Internet Marketing
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So Now You Know
  What to Write
 How to Write it
& Who to Write to.
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Average Percentage of Types of Links WBP Gets
27% are edu’s.
23% are .org’s
4% are k12’s
3% are ac.uk’s
2% gov’s
0.6% .mil
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               1 Link at a Time
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Value of These Links
3 Steps to success with Trusted Link Building
1.Get trusted links
2.Pages with trusted links should link to
  most important pages
3.Make sure most important pages are
  optimized for the best/all possible
  words people search on for that topic.
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    How to find your Most Valuable Phrases
Purpose:
For Internal Linking
and for Page Level On Page Optimization
to increase your traffic and rankings for $ phrases.

1. Analyzes your current rankings on $ phrases
2. Analyzes the google search volume for each phrase
3. Analyzes $ sites spend on PPC for each phrase
4. Organize Phrases and URLs
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Tools We Use to Find Thousands of $ Phrases
1. Spyfu.com
2. KeywordSpy.com
3. Google Adword Keyword Tool
4. SEMRush.com
5. Wordtracker (get phrases and match with urls)
Remove phrases with low bids and low traffic.
Merge Documents, then Organize Spreadsheet by urls. This
should give you a great list of phrases per url.

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Example:
A 5,000 page website may only have 200 urls rank in
top 50 for phrases people are spending $ on.

If those 200 urls each had ~5 phrases associated with
them, you’d have

200 pages * 5 phrases = 1000 keywords.... and these
are now the best $ keywords. Targeting 1000 phrases
often beats targeting 5 of the biggest short tail
phrases.            We Build Pages Internet Marketing
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Methods of Internal Linking
Good
Put 100 links in the footer of your pages.
Better
Do it different every time.
Best
Link to your most important phrases with
variations of keyword phrases in a unique way
each time.
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The We Build Pages Methods of Link Building:

1. Bring in trusted links all the time.

2. Internally link pages to lots of other pages
using the best possible $ phrases.

3. Make sure all your targeted pages are optimized for
those specific targeted phrases.
Watch your referral traffic from Google go up!
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  Summary of our Trusted Link Building
1. Find Related Content that has Killer Links.
2. Write Killer Page about that Topic.
3. Write to Those who Link to that Topic.
4. Find Your Best Phrases and Matching those to
the Best URLs for those Phrases.
5. Linking that Content to your Best Pages
using the Best Phrases
6. Optimizing your URLs for those Phrases.
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Our tools help us to:

1. Help us find the topics that trusted sites link to.
2. Help to to find the best way to write that content.
- Humans then write the content. -
3. Help us to find who to write to. (Humans write)
4. Help us to contact people (humans/tools)
5. Help us to know what phrases to target and to
Optimize your best URLs for.
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          Bonus SEO Tips!

          Beyond Links



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Buying Old
Sites for
Links…
Screw the
Sandbox!
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Buying Old Sites:
Who? Not me :) A friend I know :)
What? Buying Old Sites
Where? Auctions sites? Near Expired, Expired,
domainer, from owner.
When? Before My Friend Buys it :)
Why? Link Value,
How: Buy, change as little whois info as possible.

For more info, search google for "screw the sandbox".
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301ing Pages




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The 301 redirect
Who: Any site that goes though any design change
What: 301 redirect
Where: root url, non www version, old pages with
backlinks
When: whenever you update your website
Why: avoid duplicate pages, help power go to pages
you're targeting
How: Search Google for "301 redirects" for specific
instructions
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  Click Through Rate
#1 - 42.13%
#2 - 11.90%
#3 - 8.50%
#4 - 6.06%
#5 - 4.92%                      1st page: 89.82%
#6 - 4.05%                      2nd page: 10.18%
#7 - 3.41%
#8 - 3.01%
#9 - 2.85%
#10 - 2.99%
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   Improve Your Click Through Rate.
      = Increase Your Rankings!
Title Tags and Meta Descriptions


Title Tag: Think SEO and Clicks

Meta Description: Think Keywords and Clicks

Look at Top PPC (also keywordspy, spyfu)
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Here’s Chuck




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Description: Link Building Methods and Risks Jim Boykin – SEMCON 2010