Posts

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Link Building through Co-Marketed Visual Content

Link building is tough, especially when you’re after the links that really matter.

And the hard-earned links that genuinely provide value in terms of impact for branding, traffic, conversions and eventually – rankings, don’t come by that easy. Given that these links, in nature, are:

  • Hard to replicate
  • Prominently placed within pages that are constantly generating traffic (mostly pages ranking highly for terms frequently searched).

There could be dozens of ways to achieve links with those certain aforementioned criteria, but there’s one that can make it sort of easier than the usual suspects – through collaboration.

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10 Ways to Use Images for Link Building

Images have been a huge part of the web for the past decade, as this type of content have evidently added more value to the overall web usage through enhancing visual experience as well as in helping give more definition to information/web-based content.

The great thing about using images for marketing is that it’s one of the most efficient ways to build brand recognition and acquire natural mentions/links to a website, seeing that it can easily stimulate interest to its audience (particularly if the image is really compelling and/or visually appealing), and is very easy to disseminate.

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Outreach Tactics for Effective Link Building in 2016

This article was co-authored with Venchito Tampon, CEO at SharpRocket. 

It is true how “pure on-site work” can enormously affect any site’s ability to grow its traffic without any push from other popular online marketing tactics.

cyrus tweet

This tweet from Cyrus actually inspired me to write this post.

I also remember Glen Dimaandal – one of the brilliant SEO minds here in the Philippines – believe in the same philosophy, on how solid content and technical optimization alone can do a lot of damage in the competition.

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The New Age of Brand Building: Creative Link Building

Being invited to be part of this year’s Marketing Festival (as one of the conference’s speakers) in Brno, Czech Republic – is certainly one of the highlights of my year, and definitely of my career as an SEO too.

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Below is my presentation for #mktfest – which mainly covers tactics and strategies for effective link acquisition campaigns, and how they all play in the new age of brand building.

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Scalable Link Building Process Using Influencer Marketing

Effectiveness and consistency in link building has always been about the process you put in place at the very beginning of the campaign.

That’s why it’s very critical to align your link building efforts with the site’s overall brand strategy –particularly in knowing the influencers/publishers/brands you want your brand to be associated with (to create better signals and perceived value).

Link building is still very valuable in today’s (and even in tomorrow’s) digital marketing. Links are still a major ranking factor in Google’s search algorithm, and its importance won’t go away as long as people use it to navigate the web.

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13 simple SEO processes you can use to improve client acquisition and retention

When I started doing SEO 4 years ago, it was already at a stage where everything was starting to get a bit more difficult (May Day, Caffeine and Pre-Panda era). And the way I see it now, it will seriously get a lot tougher in the coming years.

But I guess that was really the perfect time for me to start a career in this industry. I didn’t expect for me to be genuinely passionate about SEO – but I think that passion became the one main factor that really made me embrace everything about it, including its most challenging parts.

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(More) Enterprise Link Building Strategies

Many people already argue that links, as ranking signals, are getting less valuable. Google’s search algorithm is still based on the link graph.

Most of their actions (such as Penguin update, and the successive batches of manual unnatural linking penalties) to win against web spamming may perhaps just prove the real importance of links to the search technology. Seeing that links are still one of the best signals they can use in determining the relevance, authority, popularity and the credibility of a web page or an entity.

Well, that just means that getting the right types of links is still very much important in this age of SEO (and even on the entire digital marketing space). Because links don’t just help a site get better visibility on search results – it also helps information, products or services get discovered through referral.

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Link Building Tactics I’m Focusing on this 2014

I’ve been asked this question many times, way before the year even started. So I just thought of writing about it, and perhaps to also serve as sort of a module for our staff here at Xight Interactive.

The methods that I’m going to share on this post are the things that I’m implementing for the other sites I’m currently handling (that are aside from the clients we’re working on with our company) for over the next few months.

Scalable Reverse Engineering

Reverse engineering competitors’ link data has been a standard process in SEO over the years.

But as search marketing continuously evolve – which makes the practice more complex and competitive on many verticals – spying on competitors’ link marketing activities and outdoing them will certainly need more attention.

Knowing where your competitors are getting links and brand mentions is easier to track these days, as there are many available tools specifically made for this particular task that can provide extensive and up-to-date data, such as Fresh Web Explorer and Mention.net.

mention.net

You can spend an hour a day listing and sorting the mentions and links that your competitors get on a daily basis. It’s also important to understand why and how they are able to acquire these brand mentions.

Because it’ll be easier to come up with ways on how to get link placements from the sites where your competitors are getting more visibility, when you know where, why and how they’re getting it.

Terms that you should be tracking:

  • Competitor’s brand name – to see publications writing about them.
  • Competitor’s branded products – to find people or blogs sharing and reviewing their products
  • Authors/bloggers writing under your competitors’ brands – to see where they are getting published.
  • Don’t forget to monitor your own brand mentions – as this can also help you build long-term relationships with linkers/publishers, as well as in reclaiming unlinked brand mentions.

In sorting your list of link prospects (domains linking to your competitors), it’s also crucial to evaluate if the link opportunity is really worth pursuing – ask yourself if do they have enough authority to pass and impact how people see your brand, or do they have substantial traffic to refer back to your website?

Don’t just follow your competitors’ footprints.

Take a step ahead and grow your own list of link opportunities by finding websites that are similar to the ones linking to your competitors. Get visible on those websites too!

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HARO

I’ve taken Nishank Khanna’s advice seriously on making good use of Helpareporter.com’s email service to get better branding opportunities.

Lately, I’ve been spending 30 minutes a day trying to answer queries from publishers and journalists (who are looking for sources for the story they’re working on) that are coming through HARO’s daily emails.

But of course, I only pick the queries/topics that I know I’m really knowledgeable about, and you should too. And as for the industries that you’re not really an expert at, forwarding the queries to your clients (who know the topic better) is the best way to go.

haro

For a more detailed guide on how to user HARO to get high-quality brand mentions to your site, you can check out this post by Mathew Barby (as he has included this tactic on his list) or on this forum thread where Nishank shared how he personally does it – including the email template he uses.

Linker Outreach

This tactic works best when your client already has existing linkable content assets on their website (or is very active in content development).

How it works:

  • Identify the pages (informational and/or non-transactional) within your client’s website that are performing really well in terms of user-activity, and contain information/ideas that perhaps no one in their vertical will be able to match. This is also applicable when you’re still at the content planning stage (for upcoming content assets).
  • Find your competitors’ contents that are similar to the assets that your client already has (or planning to have).
  • Make a list of the people and sites/blogs who have linked to their content or shared via social media (list them down on a spreadsheet, including each prospect’s contact details). You can extract these data using tools like Topsy and/or Open Site Explorer (you can also do a manual Google search, using advanced search operators to find social shares from Facebook, Linkedin and Google+).
  • Start reaching out to them. You’ll have better chances of getting them share or link to your content, especially when your content is better than what your competitors have – knowing that they’re genuinely interested about the subject of your content (since they’ve linked/shared your competitors content in the past).
  • Pro tip: don’t ask them to link or share your content, since they are linkers, and they’ll certainly know what to do next.

I did a case study of this method 2 years ago. You can check that post out for a more comprehensive step-by-step guide, with the sample email template I used.

Content Strategy for Links

I was able to meet and catch up with Zeph Snapp (CEO of Altura Interactive) a week ago. He shared a case study on how pushing out more content on a regular basis (like publishing content 5x a week) can steadily grow the traffic of a website from that meeting.

And that approach can definitely strengthen a link campaign, given that the more eyeballs you can get to your site’s content, the higher the likelihood of getting more links to them.

Nurturing your target audience through continual content publishing also puts your brand on top of their minds, making your brand more linkable (a link magnet).

But of course, content alone wouldn’t the trick, that’s why building a strong readership is very vital to semi-automate content promotion (through social sharing and natural linking). And to truly get loyal readers, you’ll really need to invest on creating engaging, actionable and useful content.

Types of content that can help attract more visitors and links to a site:

  • Evergreen content focused on answering most frequently searched queries by your target audience/customers.
  • Content that aims to build relationships (ex: lists, roundup posts, ego bait, interviews, or just plainly citing industry influencers on your own content).

John-Henry Scherck did an awesome presentation recently for SearchFest that also further explains this strategy:

Build Traffic Generators

I’ve always believed that the most valuable links on the web are those that are able to pass traffic back to your site, constantly. They are the ones that will most likely impact your search rankings as well.

Here are several ways to build constant traffic generators to a website:

Distributing content on content-sharing sites that have high search share

Pages from user-generated content sites like Youtube, Slideshare, Pinterest and many others, can easily rank for long-tail search terms – making them a really good traffic generator.

slideshare

Regular content contribution/columns on authority industry sites

This method is my personal favorite, and has been an integral part of most of the campaigns I’ve handled for the past couple of years – and will definitely still use it this year.

Instead of reaching out to hundreds of blogs for guest blogging opportunities, I just chose to focus on a few ones that can really drive results (traffic, brand impressions and conversions).

What makes this approach more valuable is that these domains normally have high DA, high traffic (and most of them are also your target customers), and the content you’re contributing to them have higher chances of ranking very well on search results – which often leads to continuous traffic generation.

Improving existing traffic generators

Identify the domains linking to your site that have been continuously driving traffic and conversions (Assisted Conversions on GA).

assisted conversions

Then further improve your brand’s visibility on these sites:

  • Build 2nd-tier links to specific linking pages that are driving highly targeted traffic and are able to generate conversions. This will help improve these linking pages’ search visibility.
  • Get more links from these domains, to continuously absorb more potential customers from them.

For more tips, you can check out my old post about conversion-oriented link building.

Building microsites

Investing on microsites that will be able to capture smaller segments of your target market is also a good option to make, especially if your business is in for the long-haul.

Niche or geo-targeted blogs are, more often than not, easier to build a community around in, since it specializes on a specific area of an industry. This method can allow your brand to get more quality leads and build links that’ll certainly be hard for your competitors to replicate.

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