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

If you like this presentation – show it...

Slide 0

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

Slide 1

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

Slide 2

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

Slide 3

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

Slide 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 ?

Slide 5

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

Slide 6

A bit about Brands

Slide 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

Slide 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

Slide 9

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

Slide 10

And the Brands listened!

Slide 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”.

Slide 12

Brands are the Problem

Slide 13

Content Marketing

Slide 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!

Slide 15

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

Slide 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

Slide 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”.

Slide 18

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

Slide 19

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

Slide 20

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

Slide 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

Slide 22

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

Slide 23

Brand Buzz

Slide 24

What does it take

Slide 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…

Slide 26

Slide 27

Slide 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 …

Slide 29

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