Advanced Link Building featuring: Pete Young, Kristjan Mar Hauksson, Richard Baxter, Neil Walker, Ralph Tegtmeier (aka Fantomaster) and Joost de Valk (aka Yoast).

Richard Baxter kicks the session off with a ‘Fun with Metrics’ presentation.

To analyse the way in which websites ranking and to identify the metrics, he is using the test search term ‘ UK SEO’.

Page authority by SEOmoz allows you to view how authoritative a certain page is in terms of links that are pointing to it. There is a clear correlation between high page authority and good rankings in the search engines – bar a few anomalies.

Domain authority also has a correlation with search rankings.

The next metric is root domains linking to a specific page. Apart from a few anomalies there is more linking root domains pointing to the higher positioned website in search results.

Moving on to another metric is the inbound links with specific anchor text. For the text results page being examined, there is a website in position 4 with a really high amount of inbound links containing ‘uk seo’ in the anchor text. Reviewing the linking root domains though, shows that there are many pages but only one or two domains – providing that there isn’t much authority being passed through.

It’s all well and good analysing the competitors and reviewing the data, but in the time that you did that you could write some blog posts or do some link building to help you improve for a specific term.

What the Analysis Taught Him

  • Tools may provide an insight, but use your experience and judgement.
  • Page authority and domain diversity play a role.
  • Focus on links that will improve your domain and page authority.
  • A lot of anchor text links from the same domain probably won’t help all that much
  • You’re better focusing on high quality links rather than high volume, low quality links

Now over to Kristjan Mar Hauksson.

Ground rules of ePR

– do not distribute the same text to multiple locations
– rewrite to two or three versions
– write it short and “scanable”
– don’t spam it with links, two or three tops

One of the main issues when distributing with ePR is that people post the same copy many times, meaning there could be many duplicates of the same text on the web.

Using ePR with good content can be highly influential in terms of readers and also the search engines.

Using this method allowed Bradford and Bingley to rank very highly for a number of highly competitive terms.

Another method of getting links is via distribution feeds. Google News allows you to have a position in the organic SERPs for news results, and your content will also be picked up by other major websites to be redistributed or linked to.

PR leap, market wire and press port are good services for the distribution of content.

Neil Walker now takes to the stand.

How to choose the right links for the right occasion

The keyword competition / industry can dictate the links you should build.
– niche /directory submissions?
– to buy or not to buy?
– niche authority sites/memberships/white papers
– link bait

Building your own content network

– reliability
– control (theme, building speed, position, anchor text)
– useful for deep linking
– useful resource for link acquisition (contacting other networks etc)
– references/citations (for Google local, for example)

– recreating link power
– if the network goes down then so do all your links
– maintenance of network

– domain names – purchase domains
– TLDs – look for a variety of top-level domains
– hosting – purchase IP addresses and nameservers
– WhoIs – different whois information for each site
– unique content – write unique content for each website
– optimise the websites – make them search engine friendly

– Google Analytics – don’t put them all on the same analytics account
– Webmaster Tools – same as above
– Interlinking – don’t like them all together, keep them seperate
– Duplicate Content – don’t use the same content on every site
– Percentage of Links – don’t link your whole network to one single site

Over to Joost de Valk (aka Yoast)

Building Links, Easily, Cheapily

An idea from Yoast:

Setup a blog – or a network of blogs
Place the same content on all of the blogs
Build links to the initial blog
Use cross-domain canonical tag across all of the domains, pointing at the original one

This hasn’t been tested, but he’s positive that the method would work. He would like people to test this and let him know if it works.

And finally, Ralph Tegtmeier (aka Fantomaster)

A little knowledge is a dangerous thing – this applies to SEO and link building. You need to make your link profile look as organic and natural as possible. Don’t listen to clients who wish just to get links from PageRank 5 links and do-follow links. You need to have a diverse link profile.

  • Google Gurus SEO

    Some great insider knowledge there. I wasn’t sure if search engines went as deep as looking at things like the WHOIS information, Google Analytics accounts etc. for sites that link to each other. This really is something to bear in mind for the future, as I do cross link between a few of my sites when they are related.