[Live] SMX Sydney ’13 – Link Building Post Penguin

Speaker Profile:

Name: Phil Ohren

Company: Mindshare

Twitter: @phillohren

Google+: https://plus.google.com/111566730325766406864/posts

Notes:

• Relationships is more than a <a> tag
• Penguin was designed to target webspam and not SEO – anyone hit by penguin was deemed to be spamming
• Penguin focused on 4 areas to decipher relationships
  • Count over time
  • Link source / Ease to obtain that links
  • anchors
  • Sorry…..wifi got cut off…
• The new disavow tool enables Google to see the links we think are spam – user generated link reporting
• Despite everything, spam still works in Australia…it is alive and well
• Phil used “Credit Cards” as an example – a website with blatant spam ranking highly for that keyword
• Phil covers Portent’s spam study
• Introduce a risk vs reward when you are looking at your links
• Manage your link profiles with Cognitive SEO which combines all data sources from Moz, Majestic and Ahrefs. Export to CSV and analyse, slice and dice
• Phil recommends to manually remove links by either nofollowing or taking down the link before using the disavow tool by Google
• Panguintool.com overlays algo updates to GA data
• Link Detox is a tool that Phil likes to use as well – it is a semi automated link profile management
• Netcomber by ex-googler Andre eposes website relationships between websites
• Stop link building and sart link earning through relationships
• Look at the market leading website, analyse their link profile and try and achieve better results
• 60% brand 20% non-brand 20% ontopic/generic
• Do genuine guest blogging – form real relationships. Don’t stress and worry about links. Integrate your efforts with Media, PR and social teams.
• Quality content only ticks the Panda box, you need HIGH VALUE content
• Performa a gap analysis and identify content opportunities according to the conversion funnel
• Great content and HIGH VALUE = shortcutts
• Evergreen content – Seomoz algo change history
• If you are stuck for ideas, engage creative and PR teams.
• Use creative commons, allow other users to use your content
• Links that drive traffic have higher value
• Seed content and create some ripples
• You can also use paid media to seed content like outbrain, taboola and disqus
• You will get comments, shares and most importantly links!
• Advertorials are OK – nofollow it!
• identify social influencers – Problogger Darren Rowse used as an example
• Invite authors to contribute to your blog – adds credibility to your websites through recognition

Disclaimer:
Please excuse the typos, broken links, incomplete sentences, etc.