Can you apply standard metrics to link development? We measure what’s going on in our PPC campaigns very easily. Metrics we have available include cost per click, cost per conversion/acquisition, total spent, number of impressions, number of clicks, etc. These numbers give us a good idea of how well our ads are performing, and we can quickly look at data that’s updated within 24 hours to see that yes, this new keyphrase is already converting or that no, that landing page is not doing well right now. We have a variety of ways to measure our SEO efforts, many of which depend upon who happens to be interested. There’s the traffic, of course, but there are also conversions, increase or decrease in keyword positions and referrals. Ah yes, referrals. That’s where link development metrics can finally enter the picture. While it’s safe to say that not every referral you notice in your analytics will be from a link that you happen to be somehow responsible for, … [Read more...] about The Importance Of Link Development Metrics
The importance of link building
What is the hardest task in search engine optimization? Whether the question is asked in a formal poll, on an online forum or over a cup of coffee, the answer most commonly given is “link building.” With good reason: an external link, by definition, is something outside an SEOs immediate realm of control. External link building requires strategic focus, a large commitment of time and effort, and no small amount of creativity and resourcefulness. The existence of an in-house SEO program does not lessen the importance of link building or obviate the need for a well-thought out and well-executed link development strategy. There is an in-house advantage, however, in terms of available resources. While those resources might include specialist SEO support or a link-building budget, even a lone SEO without a dollar to spare will almost always have access to link building partners throughout the organization. Link building essentials for internal partners Virtually any member of … [Read more...] about Recruiting Link Building Partners In-House
Building links for a well known brand site that already has 100,000+ links (or even one million plus links) is an interesting challenge. If your site has that many links, chances are that your competitors have a lot as well. When your link building challenge is this big, you need to think about the problem a bit differently. Today I will review some of the things you need to consider in this type of environment for your link building to have an impact. Very high value links As with any link building strategy, you will want to include targeting very high value links. For well known brands, this usually means highly significant sites, such as the New York Times and other major media, or other very authoritative sites. These types of sites have predictably high standards, so the approach to them must be well thought out. I find that the best approach combines two major elements. First, a direct, honest approach—no room to BS here, so you need to be straightforward and factual. … [Read more...] about The Art Of Link Building For Established Brands
I puzzled over the title of this column for a bit. The initial title I wrote was “The Importance of Unique Content”, and I actually mean something different than that. Most of the time when we talk about unique content we mean not simply using copies of someone else’s text (whether it be plagiarized or licensed). What I am going to focus on today is the importance of covering different topics than other people do. Let me illustrate the problem using the mortgage marketplace as an example. First of all, if we perform a search on “mortgage” in Google, we get the following results: As you can see, I have highlighted the total number of results, which for this search term is 185 Million results. So I think we can stipulate that it is a very crowded marketplace. Now let’s ask the next question, if you build a website that is about mortgages, how are you going to stand out? What can you do to get links? As a quick reminder, let’s take a look at the … [Read more...] about The Importance Of Differentiated Content
The phrase Big Data is everywhere. Not a day passes without the release of another report that describes the extent to which Big Data is influencing how we do business. But, what exactly is Big Data? What does Big Data mean in the context of digital marketing? How can we be more effective search marketers using Big Data? And, what can we do to make sure we have access to Big Data that works? I will deal with these topics in this post. Big Data Explained Big data is a phrase often used to describe the scale of data generated across multiple disciplines including, as IBM suggests, sensors used to gather climate information, digital pictures and videos, purchase transaction records, and cell phone GPS signals. It includes massive volumes of marketing data too, spanning search, social, local and mobile analytics, across every geography. Big Data means massive volumes of information. IBM reports that over 2.7 zetabytes of data exist in the digital universe today. With over 571 new websites … [Read more...] about The Importance Of Big Data, Integrity And Security
SEO is a totally different beast today than it was just a few years ago, and many would argue that link building is the aspect that’s suffered the biggest beating since then. Yes, the process of link building today is nothing like how we did it in years past — but the qualities that make a good link have remained largely the same. Amidst all the chatter of link building dying or content marketing replacing link building, we’ve forgotten the fundamentals. In terms of what actually makes a good link (and a good link-building tactic), it’s time to get back to basics. Your Links Are Your Reputation All it takes is one questionable action to ruin your personal reputation, and the same can be said for one shady link — especially since Google has lost all of its patience with spam and link manipulation. Situate yourself in a good neighborhood of link sources, and Google will reward your good reputation (possibly with a good ranking). Do your potential link … [Read more...] about 5 Fundamentals Of Link Building That Will Never Go Away
Deep links have been a mainstay in the SEO community for more than a decade. Rather than pointing an external link to a home page, deep links point to a more specific internal page, such as a product page or a blog article. This establishes greater diversity in your link profile, increases the page authority of individual pages, and gives users greater opportunities to explore more of your website’s content. Traditionally, deep links have relied on networks of other Web pages, because until recently, that was the only place for them to exist. They might be embedded in an article, included in a forum comment, or even mentioned in a social media share. Today, there’s a new kind of deep linking emerging, and it might pave the way for the future of link building — and SEO in general. The Basic Premise Instead of deep linking to an interior page of a website, the future of the industry could establish the importance of app-based deep linking. Basically, instead of having a … [Read more...] about Could Deep Links To Apps Represent The Future Of Link Building?
Tactics, perceptions, and even the way search engines evaluate links are continuously evolving. Because of the ever-changing nature of link building, it’s always interesting to examine the state of the industry. Recently, my colleague Nicholas Chimonas partnered with Moz and Credo to conduct a link-building industry survey. Nicholas detailed his process and the results from the survey in an excellent post on Moz. I want to cover some of the key takeaways from this survey and offer my own insight and opinions on the current state and future of link building. Here are some quick, high-level stats on the survey participants: 435 people participated in the survey. Most work at agencies (42 percent) or are in-house employees (27 percent). The majority work at companies with 1–50 employees (65 percent). A large portion work alone (33 percent) or in teams of two to five people (47 percent), with varying structures. Most spend 1–25 percent (36 percent) or 26–50 percent … [Read more...] about 2016 State of Link Building Survey coverage
“Link building” is a bad word to most SEOs and online marketers. If you’re an agency who does link building, you get fired by your clients. If you’re an in-house SEO who does link building, you get fired from your company. If you do link building, your site gets hit with a penalty. However you slice it, link building is evil incarnate in the world of search engine optimization. Or is it? It seems to me as if SEOs have to tow the party line. “Link building is evil” and therefore, SEOs must act in like they believe link building is bad. Because SEO is still recovering from the smut of old link building days, we have to recover our reputation by declaring loudly, with the rest of them, that link building is horrible! But every SEO knows that link building is absolutely imperative for successful SEO (link goes to an article on the topic on my own site). We’re caught in the classic Catch-22 of modern SEO — the need and evilness of link … [Read more...] about What’s the Future of Link Building?
In a recent Google+ live hangout, Google’s webmaster trends analyst, John Mueller, answered a common question: “Is link building in any way good?” His answer was somewhat surprising. “In general, I’d try to avoid that,” he said, indicating that link building, long believed to be an essential process in SEO, is no longer advisable. Mueller elaborated on his answer, saying that Google does take links into consideration as part of its ranking algorithm, but that building links directly isn’t the right way to go about it. He stated that your goal should be to make sure your content “stands on its own” and easy for your users to share on their own blogs and websites. He also downplayed the importance of links, insisting that the ranking algorithm takes many factors into consideration, and building links might ultimately do more harm than good for your site. Links Doing More Harm Than Good? The short version of Mueller’s response is … [Read more...] about What’s The State Of Link Building For SEO In 2015 & Beyond?