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Through the Linking Glass

How a Successful Campaign Can Bring Otherworldly Rankings Rebecca Kelley. Through the Linking Glass. Why Links?. A link to your site = an editorial vote Links are more difficult to obtain than on-site factors; thus, search engines put more weight behind them

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Through the Linking Glass

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  1. How a Successful Campaign Can Bring Otherworldly Rankings Rebecca Kelley Through the Linking Glass

  2. Why Links? • A link to your site = an editorial vote • Links are more difficult to obtain than on-site factors; thus, search engines put more weight behind them • Links pointing to pages on your site can increase the ranking of all pages on the domain • Links can drive traffic!

  3. Link Properties: What Can Search Engines See? • Search engines can identify the following: • Where the link is pointing to • Location on a page • Anchor text • Relationships between domains • The age of a link and when it was given • Trends over time

  4. Link Development Fundamentals • Attract links naturally • Search-friendly site, fresh content • Manual link building campaign • Acquire links from relevant sites • Purchase links • Contact webmaster • Purchase through a link broker • Viral marketing • Create link bait • Social media marketing • Create social media profiles

  5. Best Practices for Building Links • Include proper anchor text in links pointing to your site • Double-check that the page linking to you is spiderable • “rel=nofollow” + javascript + “meta robots nofollow” = no link love for you • Don't give up after one attempt. Be tenacious! Be creative! • Look at who is linking to your competitors • Think about lasting links. Would search engines want to give value to your link? (Come on, be honest now...) • Keep track of your efforts!

  6. Determining the Value of a Link • Is the site linking to you considered to be trustworthy? • .gov and .edu domains • News portals • Is the site linking to you relevant to your site's industry? • Where does the page linking to you rank in Google for: • Its own title tag • Competitive keywords • Plug the URL into SEOmoz's Page Strength tool (http://www.seomoz.org/page-strength)

  7. Pitfalls to Avoid • Forgetting to 301 your pages when you change/move your site • Splitting your site into multiple domains • Falling for the “Get a crapload of links for X dollars!” guarantee • Falling for the “We'll submit your site to a million search engines!” guarantee

  8. Check out the SEOmoz blog (http://www.seomoz.org/blog) for more link building and SEO tips. Want to Learn More? Of Course You Do!

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