“Scaling link building” is a buzzword that died a slow but well-deserved death over the course of the last several years. Panda, Penguin and common sense were nails in the coffin for many wild link building schemes advertised as “cheap and scalable.” But, if you’re shrewd, there are still a few opportunities to scale remaining in today’s world of authentic, quality, natural link building. Link builders have to be very careful about what they choose to scale. Scaling the wrong thing, or not scaling properly, leads to a quick disaster. Low-quality, template emails = bad. Beautifully wordsmithed, personalized template emails = good. Farming out arduous research tasks = can be OK. Farming out phone calls to link partners = probably terrible. It all starts with defining exactly who you will spend your time reaching out to. Spend Your Time On Communities Of Link Partners Anybody trying to “build links” gets desperate from time to time. And when … [Read more...] about How To Scale Outreach Today
Large scale farming vs small scale
Having just spent a spectacular few days at SMX West, the real challenge was getting past the buzz around content farms. But if you bothered to dig a bit deeper, there was an astounding amount of great, um… content, covering the many facets of search marketing other than search algorithm changes. Aside from the usual schmoozing opportunities (I even went to my first NHL game – Go Sharks!), the best thing about SMX is the attendees’ ability to go as deep or as broad as they want, soaking up search marketing goodness at whatever pace they see fit. As I mentioned in my last post, my session was on managing large in-house PPC programs. So I thought I’d pick up where I left off, and cover a few more big in-house topics – namely Planning, Optimization, and Reporting. Best Laid Plans I’m a SCUBA diver, and in my first certification course my divemaster taught me to “Plan the Dive, and Dive the Plan”. In other words, plan out every detail you … [Read more...] about In-House PPC Programs For Big Companies – Part II
Google’s latest algorithm change has impacted nearly 12% of queries. That means that a lot of sites, big and small, are looking at their web analytics reports this week and seeing devastating traffic graphs down and to the right. It can be difficult to think strategically and objectively in such a a situation and your first reactions may be panic and anger. Understandable, but if you want to restore your site’s traffic, you need actionable steps for evaluation and change. Even if it is truly the case that you were unfairly hit as a result of collateral damage, you want to spend your limited time and resources on tactics that are likely to bring your traffic back. Read on for more tactical things you can do now, and methods you might want to avoid. Ineffective Strategies What is unlikely to bring back your traffic is an appeal to public opinion or the sympathetic hearts of Google’s search engineers. Google extensively tests their algorithm changes to improve search … [Read more...] about Your Site’s Traffic Has Plummeted Since Google’s Panda Update. Now What?
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. IAC Revises And Re-Ups Its Deal With Google IAC, the parent of Ask.com, the Daily Beast and Citysearch, today announced it has amended and extended its distribution agreement with Google through March 31, 2016. The deal, which involves the distribution of AdWords ads and other search-related services to IAC sites, was originally scheduled to expire at the end of 2012. Though IAC didn’t […] Google Rolls Out Its Panda Update Internationally And Begins Incorporating Searcher Blocking Data Late February, Google launched a substantial algorithm change (known as “Farmer” or “Panda”) aimed at identifying low-quality pages and sites. These are pages (often seen on so-called “content farms”) with text that is relevant for a query, but may not provide the best user experience. (Google calls it a “high quality sites algorithm.) … [Read more...] about The Day In Search, April 11, 2011
We asked 30 link building experts 9 questions about backlink analysis… and got 20,000 words of response. This article is part 1 of a 3 part group interview series on backlink analysis. Part 1 covers how backlink analysis – of your site and your competitors’ sites, as it applies to link building campaign design. You’ll find each expert’s answer grouped by question. You’ll have to assemble the “big picture” takeaways yourself by reading through all the responses. I’ve read through this at least three times now, and each time I come away with new ideas. There is repetition, but there’s enough difference that I believe even the most experienced link builder will have a moment or two of discovery-induced excitement. Thank you, thank you, thank you to the contributors. I can’t wait to put what you’ve taught me to work! And we’ll see you again in part 2, which looks at the technical aspects of what exactly gets … [Read more...] about 30 Link Builders Discuss Backlink Analysis For Campaign Design