Is Link Building Still Crucial, Or A Waste of Time & Money? David Naylor

Понравилась презентация – покажи это...

Слайд 0

Is Link Building Still Crucial, Or A Waste of Time & Money? David Naylor 15th May 2013 – SMX LONDON

Слайд 1

Is link building still crucial for SEO? …actually, was it ever? NO!

Слайд 2

…it just made things easier! ‘Over-cooking’ anchor text Comment spam Forum spam Article spinning Link networks

Слайд 3

So what’s crucial now? Link clean-ups! Reprofiling Removing Readjusting Rebalancing Rethinking!

Слайд 4

Social signals…Really?! How are Google counting these? Why would Google trust RT’s / Likes? I could buy you a million ‘Likes’!* *Come see me after ?

Слайд 5

So what now?! Become a BRAND!!! I’ve been saying it since 2009!

Слайд 6

A bit about Brands

Слайд 7

Google+ Google Local PPC Trust Signals Increased volume of search for your brand name Are you ticking all the boxes for Google? Creating a Brand - SEO

Слайд 8

Demonstrating thought leadership (white papers) Regular and consistent media engagement Demonstrating innovation and “first to market” Reacting to industry milestones and movements Are you distinct and recognisable within your sector? Creating a Brand – PR via 10Yetis

Слайд 9

Why create a Brand "Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“

Слайд 10

And the Brands listened!

Слайд 11

Brands are the Problem Google’s Mr Singhal calls this the problem of “brand recognition” Where companies whose standing is based on their success in one area, use this to “venture out into another class of information which they may not be as rich at”.

Слайд 12

Brands are the Problem

Слайд 13

Content Marketing

Слайд 14

Google still want great content that people will link to A.K.A. Content Marketing Bullshit Content Marketing has been around forever! It’s just another Buzzword!

Слайд 15

You Can’t Make This Stuff Up! * We think they might have made it up

Слайд 16

Examples of Content… http://www.bbc.co.uk/news/business-15748696 blog.interflora.co.uk/interflora-valentines-day-survey-infographic/ Embed link : www.interflora.co.uk/category/valentines-gifts

Слайд 17

Matt Cutts on Infographics… Last summer Google’s Matt Cutts said that he: ...would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree. The link is often embedded in the infographic in a way that people don’t realise, vs. a true endorsement of your site”.

Слайд 18

Examples of Content… www.interflora.co.uk/category/valentines-gifts

Слайд 19

Examples of Good Content… http://www.bbc.co.uk/news/business-15748696

Слайд 20

Content isn’t all LOL Cats But the internet loves a Grumpy Cat

Слайд 21

Hate Bait Why women hate me for being beautiful www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html

Слайд 22

Brand Buzz ASOS yellow dress www.google.com/trends/explore#q=ASOS%20yellow%20dress&date=today%2012-m&cmpt=q

Слайд 23

Brand Buzz

Слайд 24

What does it take

Слайд 25

Interesting? Controversial? Thought provoking? So what does it take? Is it… Engaging? Thorough? Data driven? nobody wants to know what two things they should put on their fish & chips…

Слайд 26

Слайд 27

Слайд 28

Still haven’t found one site ranking without any “unnatural” links Disavowing / removing bad links can help rankings – clean-ups! Still need to go out and “encourage” people to link to your content Brand signals alone won’t make you rank, but helps ? But …

Слайд 29

Thanks for listening @davenaylor www.bronco.co.uk