Link Building Master Class

Category Link Building | 24 comments »

Link building might be a necessary step, but very few of us like doing it. It’s boring. It’s monotonous. It gets aggravating, but I figure the best way to get over it and actually enjoy the work is to concentrate on two things: diversification and creativity.

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Diversification is important for more than just maintaining your sanity too. It stops you from making a huge mistake. Consider, for example, if Google outright ignored links from directories. Would your site’s rankings survive? What if Google said they no longer counted links from article marketing and press releases?

I’m not saying they are or aren’t counting them right now or how much weight these types of links carry. That, my friends, is a debate for a different day. My point is to get you to consider what your link profile looks like and whatsort of audience they’re reaching.

There are several different types of links to consider:

• Generic Link Building – These include the straight link generation with very little to no content involved. Directories and social profiles are a good example.
• Content Link Generation – This type of link building involves mass written content and often involves distribution. Article marketing, press releases, advertorials, blogs, and reviews, for example.
• Social Media Link Building – To be perfectly honest, I see these as being more about traffic than actual links, but I’ll included it here regardless. These involve social bookmarking sites, Twitter, Facebook, and other similar formats.
• Alternative Media Link Generation – This is the creation of videos, podcasts, widgets, and apps, all of which link back to your main website.
• Audience Generated Links – Online quizzes, contests, and link bait all fall into this category. These tactics encourage others to share your content and link back to you for various reasons.
• Content and Media Placement – Instead of buying thousands of dollars worth of links, this type of link building involves a much higher investment into the actual content. This content is then placed on authority sites in an effort to gain permanent, high quality links.
• Link Networking and Feeder Sites – Creating networks of different sites that all link back to your main site.

How you choose to use these methods and what ratios you choose are totally up to you and should depend specifically on your audience. After all, if you’re going to build links, you may as well generate some interest and traffic with it, right?

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Here is a collection of some more excellent hints, tips, and guides for quality link building:

Setting Up, Techniques and Tips

How to Set Up a Link Building Campaign for a Web Site or a Blog

Ask Kalena tells Excel fanatics how to track links using a series of worksheets. While this might not be the best for everyone, I think it gives us a great starting point and the system can be easily manipulated to match your particular tastes and needs.

Ask the Link Builder — SMX East 2009

Again, this content is a bit older, but I think the ideas and tips covered here are worth a read, even if you’ve already seen it. BruceClay also covered this topic, but has a slightly different version than Marketing Pilgrim you might find interesting. (I’m pretty sure there was an ‘Ask the Link Builder’ session at SMX 2010, but didn’t happen to see it online. If it is around somewhere, I’d be more than happy to add the link here, and would be interested to see it.)

Link Building Techniques and Tips

Over on David Naylor’s blog, Paul Carpenter left a great post on link building, but I particularly like it’s focus on quality content (surprise, surprise ). These points aren’t deep secrets of professional link builders, but I think they’re vital for good link building and helping to build your site’s authority. Definitely a huge bonus! (David also has 10 Link Building Tips that are worth checking out while you’re there.)

Link Building With Content Ideas

In this post, Link Spiel’s Debra Mastaler gives a really good example of how to come up with content that should do well in terms of encouraging linking. It also gives some good ideas on how to promote and use that content for link generation. A lot can be taken out of this article for those who are willing to apply the lessons covered here.

Link Building — How To Build Quality Links For Free

This time, it’s the Wordstream Team with some interesting thoughts on link generation. And while I could care less about PageRank, it does a really good job of covering the basics as well as some great links on the topic of PageRank that are worth checking out.

A Big Bunch of Link Building Ideas

The link queen, Debra Mastaler, covered a number of Twitter tools and techniques you’ll be able to incorporate into your existing strategy and help you get the most bang for your buck. (Again, if you’re looking for more info on link building, her blog Link Spiel is definitely worth wandering through. Wiep Knol’s Wiep.net is another fantastic link building blog I find myself returning to rather frequently. My favorites are the ‘Link Building This Month’ posts because he usually finds some I’ve missed.)

Link Bait and Getting the Most Linking Power From Your Content

The Anatomy Of Linkbait

Jordan Kasteler takes a look at the finer points of link bait over at Website Magazine. This has some absolute ‘must’ do’s for good content and the social sphere. If you’re planning any sort of major link baiting strategies, you’ll definitely want to have a look.

21 Tips to Earn Links and Tweets to Your Blog Post

Rand composed a post outlining a bit of his link bait strategy in this SEOmoz post. While I don’t necessarily agree with all of it, nor is that all there is to it, I think it’s a great post for beginners and webmasters who aren’t super familiar with the concept.

Determining the Value Of Links

Link Worth — What’s Yours Worth

Tim Nash tackles the complex world of link worth, including a number of factors he feels determine the amount of power each one has. It will definitely get you thinking about your own link strategy and content placement programs.

A Guide To Qualifying Link Prospects For Relevance, Value, and Potentiality

Garrett French also looked at the value of links when he visited Search Engine Land, but in a slightly different manner. He has a link in this article to another link building worksheet you may find helpful.

Link Builder’s Guide to Historical Ranking Factors

While we’re on the topic of link quality, head over to David Harry’s blog and check out his guide to historical ranking factors. It may just inspire you to improve your linking strategy!

10 Factors That Determine the Value of Inbound Links

David Wallace took a stab at defining the value of various links over at SearchRank. Again, I’m not sure if I agree with everything he covered here, but I definitely think the ideas he brings up here are worth some consideration and thought. (David Snyder’s thoughts on link value can be found here at Search Engine Journal.)

Link Value Factors

Wiep spent some time chatting and questioning a number of the industry’s biggest and brightest on their link building beliefs. You’ll find the download link for the results of that research on the bottom of the page.

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Video Link Building and General Link Building Worksheets

12 ‘DoFollow’ Video Sharing Sites to Distribute Videos and Build Links

Ann Smarty put together a great list of video sharing sites over at Search Engine Journal. And while it was written over a year ago, I find it’s a really convenient page, particularly if you don’t normally focus on videos and video SEO. (By the way, if you’re interested in learning more about video SEO, you’ll want to sneak over to Reel SEO. I found them through Joseph Morin, and I’ve yet to be disappointed.)

Ontolo’s Downloads

These guys have a great collection of tools, worksheets, and research that will make you a much better link builder. This includes their Link Building Outreach Worksheets as well as their Link Qualification Worksheet.

SEO Content Inventory Worksheets — One of my favorite patent geeks, Bill Slawski released an excellent Excel sheet and article on content inventory. I loved it, and I think you will too.

Helpful Link Building Tools

Majestic SEO — Let you gather link data, backlink history, and have a bulk backlink checker, but they also have a neighborhood checker that’s pretty cool.

Raven SEO — The dark boys at Raven have put together a great set of tools that make it easy to watch and manage your website as well as identify adjustments your current campaigns may need. Their collection includes a contact and competitor manager, keyword research and manager, design and quality analyzer, link manager, website directory, content management system and a whole heap of other stuff you’re going to love.

Bad Neighborhood Tool — Created by Michael VanDeMar, it…well…scans your site and flags possible issues.

Linkbait Generator — You give it a subject, and it comes up with link bait titles. Not really sure about this one. I’ve never actually used any of the titles it’s created, but I did find it worked well for coming up with ideas. Something to try if you’re stuck.

Backlink Watch — These guys let you get a good quick look at your backlinks. I like the additional information they provide here. Of course, there is the Back Link Analyzer software from SEOBook as well.

Debra Mastaler and Wiep Knol also created some great lists of link building tools you may find helpful.

There ya go! By the time you get through this list, you’ll be a link building master. What about you? Do you have any favorite links for link building?

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When Viral Campaigns Go Bad: Killer Cars, Fast Food & a How-To

Category Social Media | Comments Off

Ok, so I realize this is a horrific title and probably a bad set of ads to put together, but considering the topic is bad viral content, I decided it was perfect. Anyway, I think these serious screw-ups examples have some great lessons to teach us.

Ford and Its Evil Car

These have been around a long time, but just so you know what I’m talking about:

I highly doubt I need to explain the problems with this campaign, but just in case, you might want to have a look at the second video (not for the squeamish or cat lovers):

Shockingly, the official word is that the first ad was approved while the second was not. I have my doubts, and so do a lot of others. It actually turned out like the PUMA fiasco, but you can be the judge.

Regardless of whether the reaction was intended or not, animal lovers or anyone who vaguely likes cats was horrified, the marketing world was horrified, and the backlash became so fierce Ogilvy & Mather released a statement assuring the public the commercials was computer generated.

Just for the record, Chrysler made the same mistake.

Burger King Has a Bad Chicken, Or Does It?

When Burger King launched its ‘Subservient Chicken’ Campaign, I don’t think they realized just how twisted the general public is. Well, that, or they did and were counting on it. Anyway, basically, it’s a guy in a chicken suit who’ll do whatever you ask. If you really like it, you can even make a chicken mask of your own!

Some people were completely horrified and the ad world seemed to be abuzz with the idea that a company would release something so evocative. I would like to argue that they were aiming for children with a mild rip-off of Simon Says, but using words like ’subservient’ really kills that idea.

Were These Link Bait / Viral Campaigns Successful?

Well, if you type ‘Ford Ka Cat’, ‘Ford Ka Bird’, or ‘Ford Ka Pigeon’, you’ll notice these campaign had no trouble generating links. In fact, many of the authority sites mentioned something about the videos and millions more shared them.

As for the odd Burger King content, Snopes.com and the Wall Street Journal report that only 20 people were told about the site and a few TV ad featured the address. However, the site had received an estimated 15-20 million hits. The Barbarian Group who worked on the project state it made the cover of Business Week and “sold a lot of freaking chicken sandwiches.” That’s not bad at all, considering the backlash created at the time.

How To Fix Negative Viral Content, Link Bait, and Badly Behaving PR Campaigns

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Before making a move to put out the fire, I think it’s important to weigh the seriousness and extent of the damage. BK’s attempt at serving up chicken your way wasn’t horrific. In fact, it seems to have accomplished everything it set out to do. So, worst case, they had to calm a few frazzled nerves and maybe give out a few coupons for free chicken. Was there much to fix? Well, no. Not really.

Ford’s mistake is a little different. (Keep in mind, these were released a number of years ago.) They made a number of people very angry and created a large amount of buzz. The other problem is that they couldn’t simply give away a few pieces of chicken to solve their problems (although, I would have been first in line to scream complaints if they were giving away a new car).

So, they had to endure the firestorm and do what they could to minimize the effects. They explained what they could and attempted to take responsibility for the rest.

But here’s the thing: Has everyone stopped buying Ford cars? They might have lost a few sales, but people are still buying cars just as much as they did before. In fact, I would venture to guess the recession hit them harder than the backlash from their campaign. Had it of been a small company dealing on a local basis, they may not have been so lucky.

For businesses like Kryptonite Bike Locks, negative content can be extremely hard on your business. The topic, in this instance, proved their products were essentially useless, and to make matters worse, the content circulated directly through the intended target audience. Not saying it killed the company or cut sales right off, but I’d be willing to say it slowed sales down considerably.

It’s also important to note, however, that Europeans are a little more…uh…open minded when it comes to advertising. While an ad like that may cause chaos in North American, it’s merely frowned upon and ignored elsewhere. This is not to say there’s more approval. The ad agency just isn’t roasted at the stake for it.

Immediate Reaction to Negative Content

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When you first realize link bait or viral content has gone pear-shaped, you want to deal with the damages and try to minimize its effects as much as possible. This is usually when a junior exec or external team member gets blamed for screwing up and apologies are made. Someone might even get fired to make it look good.

Don’t just stammer and make whatever excuses come to mind, however. Handle an angry member of the public the same way you would an angry client. With a bat Delicately!

Start by listening to the complaints. All of them, all the way to the end. It only makes people angrier when you interrupt. (If you’re dealing with them online, this likely won’t be too much of a problem. Oh, and hopefully you put some type of monitoring or alert system in place prior to launching the content. If you didn’t, use wine boxes from the liquor store to move your breakables because they have great cardboard inserts.)

Validate what that (those) individual(s) are saying, do your best to take responsibility, and make things right. Exactly how you go about this will depend on the exact situation, but so long as you let the audience guide you, you should be fine.

This doesn’t mean let them boss you around. But, by listening to the audience’s needs and concerns, you should be able to determine your first few moves (In the United Breaks Guitar situation, the airline would have walked away unscathed if they had just paid for the damage!).

It’s important to deal directly with the source of negative feedback. Many times, the person spreading the negative content isn’t the person who experienced the problem. If this is the case, simply explaining the situation and asking nicely is often enough to have them reconsider their position.

If they were the one wronged or offended, try to solve the problem and ask them nicely to spread the word. Yes, you made a mistake poor judgment call and were in the wrong, but you personally contacted them and fixed everything. It doesn’t hurt to go the extra mile here either, even if you weren’t wrong.

The worst things you can do include (as many companies have already experienced):

• Threaten to sue a bunch of bloggers. This just makes the story more popular and you end up looking like the bad guy.
• Argue with the masses. There’s one of you, and likely millions of people who have heard the story…you do the math.
• Pull down the link bait/viral content without providing any sort of an explanation or acknowledging what you’ve screwed up done poorly. You just look really guilty and lose any benefit you might have gained from the experience.
• Follow it up with the exact same content that got you into hot water in the first place. This makes a normal mistake into pure idiocy, and that’s never a positive trait for any company.

With any luck, other people will pick up the concept and make a bunch of parodies to help ease the tension and suffering (PDF). Yikes! Parodies? Oh noes!

Well, don’t panic. I don’t see these as necessarily being a bad thing. (There’s no such thing as bad press, remember?) Yes, this will likely spread some negativity about your company, but being able to laugh at yourself and your mistakes is an important trait.

The way I see it, these things have a way of making a horrific story that brings shame and shudders from a target audience into something they’ll chuckle about and pass along. In other words, it takes the edge off. Plus, you’ll likely get traffic and links.

Collateral Damage (and Clients)

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Chances are the evidence links to your failed link bait/viral content will be scattered across the Internet like seeds in a watermelon, and no matter how hard you try, you always find one popping up somewhere. So, when you can’t make it disappear, bury it!

Now, I really shouldn’t have to go into detail here since you all should have ideas as to how to do this, but I will anyway. Here’s a few ways to bury that content and help people forget about the incident (and yes, there are many more; you just need to get creative!):

For Brands/Businesses:

• Bury the bad by doing something good. In other words, give to the needy, solve world hunger, or save a whale and tell the world about it! With all the bad PR you’ve been getting, more people are watching you than ever. In fact, if you’re going to do something particularly risqué, consider having something you can release right after.
• Distraction can be a powerful tool, so drop another piece of link bait or viral content (NOT the same kind you just got in trouble for!) It’s sort of like a magician. If people watch what the left hand is doing, they soon forget about the right. Releasing a new product or service line can also help.
• Visibility. Show that you’re not going to hide from your mistake by putting yourself out there. Even using the situation as a learning tool for others isn’t a horrible idea. Just get out there and show others that your company or site has the same value it did prior to the catastrophe.
• Forget about it. It’s only a matter of time before everyone moves on to the next big thing. Get over it, get over yourself, and move on. You know the saying that goes ‘others don’t worry or think about you near as much as you do? Well, it’s really true.
• In the worst-case scenario, use the three Rs: Rebrand, Relaunch, Remarket. Keep in mind, however, that people still know who you are! So, if you’re hyper-local (ie. Do little to no business outside of your hometown.) this likely isn’t going to have any effect.

For SEO/SMO/Marketing/PR Firms:

• Panic! (Yes, I’m kidding!)
• Explain the above information to the client: while it’s not the reaction you’d hoped for, negative PR is not the end of the world. The clients are going to be hostile, they’re gonna be mad, but do your best to listen, acknowledge their feelings/opinions, and do what you can to rectify the situation. If you’ve been able to cover up your mistake move quickly enough, now would also be a good time to explain the steps you’ve already taken to control the situation.
• Blogging, article marketing, press releases, and content generation. Just try to stick to the safe subjects!
• General link building, and lots of it! By this, I mean directories, commenting, content programs, guest blogging, and all the usual systems you use to build a profile up quickly. I should mention here that you’ll need to be careful. Building too much, too quickly, and particularly all from the same source can be a big mistake.
• Use a variety of media. So many people get so hung up on written content they forget about videos, images, and other types of content that are still out there.
• Distribute free ebooks, white papers, reports, and other items. They generate links/buzz and help establish your client as the authority.
• Target the terms and long tails of the responses (“Ford Ka cat”, for example) can give regular keywords a boost and help offset the negative content as well. However, these are a lot more difficult and often require you to be a bit sneaky to pull off. This isn’t always an option, but I’m throwing it out there anyway.
• Do what you normally do, but do it with caution. Just don’t let those negative results stay at the top.

This brings me to the next question:

Should SEOs have a solid understanding of Social Media?

But that’s a great question for another post!

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The Dark Side of Viral Content and Link Bait

Category Link Building | 5 comments »

Breaking news and free stuff always makes good viral content. Humorous or articles that hit the emotions of your readers in some way work well too. And so long as the piece is well written, any of us who have worked with content programs should recognize it pretty quickly.

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I guess that’s what’s interesting about this type of content. Even though we know why it’s created, we often can’t resist sharing it with someone, discussing it, linking back, and giving the writer exactly what he or she wanted.

Others have a serious dislike for link bait and viral content, and honestly, I can’t see why. The only time I have a problem with link bait or viral content is when it doesn’t fulfill the promise made in the title.

Well, I shouldn’t say that. Some get irritated when they fall for it (also known as the ‘why didn’t I think of that’ syndrome), but it doesn’t generally affect the reader in a negative way. If anything, it should irritate you and make you think about the topic.

That being said, there is a dark side to viral content and link bait.

Viral Content Gone Wrong

Viral content can be priceless when it attracts the right crowd and drives the buzz in the right direction, but what happens when it goes wrong? While this often happens with controversial issues, sometimes even innocent viral content can have unexpected negative effects.

Say, for example, that you create an innocent blog post promoting a contest for a local charity. It goes well at the start and begins to generate a number of donations and a fair bit of excitement around the cause.

Now, imagine for a moment that a member from a particular religion, country, sex, or ethnic group reads the piece and gets offended by a particular angle to the contest, the subject matter, or maybe something to do with the charity itself. The next thing you know, a little bit of viral content becomes a PR nightmare for your company. After all, this type of reputation glitch doesn’t disappear easily or quickly.

While this will certainly increase the buzz surrounding the contest and the charity, it might not work to your advantage. And unless you’re quick thinking and have the resources to fight it, things could get pretty nasty and someone (likely you) is going to get into trouble.

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Viral Misfires

If you’ve created controversial link bait, the backlash from your ‘target’ should be fully expected. But what happens when content attracts the wrong crowd all together? Now, the ‘link is a link’ crowd isn’t going to care. Much. But what happens when it just happens to grab a lot of scraper links when the site really needs a few good authority links? What happens if it just generates some crappy links and barely any traffic at all?

Failed Viral Content or Link Bait

Any SEO who has been pushing to get a client site going understands the pure frustration of this, particularly if they’ve put a fair bit of time into the creation and planning of the content. Clients often don’t understand that audiences are very fickle.

Sometimes, articles you expect to take off and spend a lot of time on start to collect dust almost the instant you click publish. Then, the client is phoning and breathing down your neck because they’re not getting traffic or links and they spent a fair bit of money to create the content.

The next time, you publish something you scraped together in a hurry and it goes crazy. Suddenly, you’re dealing with comments and maintenance on a day when you hadn’t planned on it and really don’t have time. Did I mention the client is calling and freaking out because they’re getting traffic they weren’t expecting? (Believe me, it happens!)

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Pushing All the Right Buttons

Viral content and link bait is very much like a puppet show in text. The writer (the puppet master) knows just how to pull the strings to make the puppets (the targeted readers) to do what he wants. While this is generally harmless and often is nothing negative in the least, someone who is very good at it almost makes the situation eerie. I mean, when you think about it, it’s really no different than some of the greatest speakers in the world. The amount of power they have over others is almost scary.

Now, I’m sure I’m not the only one who has witnessed or experienced content strategies go bad. Have you had viral content or link bait go horribly wrong?

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How to get the most from web directories

Category Link Building | 11 comments »

Foundational link building Part I – Web directories

If you’ve ever considered directories for link building (or traffic) – what is your plan of attack? While using directories in your SEO efforts is not exactly a huge factor, it can be done wrong. Yeah, I know… how tough could it be right? Well, there are some things to consider… and we’ll be looking at them today.

I was recently working on a new edition of my e-book which will be focused on the fine art of link building. This got me thinking about publishing some posts on some of the basics; and so the next few posts will be geared towards just that – foundational link building.

All directories are not created equal

For starters, one should never simply go running about dropping submissions to every directory is site… Nope, that ain’t gonna cut it. You should first be hitting some of the more well known general directories and not some list of 2000 crap locales. For me, any link building activity needs to also have the potential for actual traffic. This is why targeting is an important aspect – though serious traffic is generally not likely.

Then you would be looking for directories in your niche. Topically related directories can be more effective and build relevance (as far as links are concerned). Finding market related (vertical) directories can be done a few ways such as using some Google Dorks (search operators) – we could try; electronics, directory, add / submit — or if we’re geo-targeting add a TLD operator; electronics, directory, add / submit site:.com.au

You get the idea; replace ‘electronics’ with your KW/Phrase and play with some searches. This is one good way for finding niche directories that Google has at least indexed which is a start. (To get you started, I shall list a whack of trusted directories in tomorrow’s post).

Or there are lists to find some niche directories to assess;

Vilesilencer Niche Directory list

Directory Critic – Niche Directories

Notice I said ‘assess’? It is important to evaluate a given directory to establish if it’s a target worth having. What I mean is that we want to ensure we’re not wasting time with a submission. Some of the common factors we can look at are;

1. Indexation – what is the sites indexation on the major engines (Google, Yahoo, Live)?
2. Domain Age – older domains tend to have more trust from search engines.
3. Require reciprocal link? Quality directories do not.
4. PageRank – not the greatest measure, but a minor metric in the mix.
5. Backlinks – are there many backlinks? What quality are they?
6. Domain information – has it been moved many times? Ownership changes?

By looking at some of these factors we can begin to get a feel for which directories are worth targeting and which ones aren’t. Be sure to take the time involved for ensuring submission is not a waste of time.

I would also suggest looking at some of the many paid directories out there as search engines tend to value these higher and the links tend to be of greater value. Either way, always look to establish some value to the asset.

Submission strategies make the difference

Now that we have a list of directories we are interested in (and associated values) it is time to get busy with the submission process. Now, this isn’t as simple as creating a Title and Description for the listing and hammering away. What we want to consider is link text diversity and timing.

Timing, in that link profiles will degrade over time and as such we want a nice steady stream of links. This means I would work on the process a few times per week over a 6 month period to ensure we get timed velocity. Each market will be different, so spend some time monitoring top competitors link profile growth rates before starting your own campaigns. For more read up on; historical ranking factors for link builders.

Also, we want to have diversity in the Title text (usually the link) and the description. You will have to take your keyword research and look at which target terms are most in need of links at the time of submission. These are often the core money terms, but often there will be the need for targeting lesser terms that are underperforming.

You would want to use some variants of semantic phrasings to further balance out the diversity of link texts in your profile. To that end I would suggest reading; Using keyword research to diversify link profiles.

By controlling the rate of submissions and the diversity of the listing titles and texts, you will be able to get the most from the exercise.

The lazy man’s submission services

And yes, there are submissions services out there… most simply don’t seem to have enough of a clue for me to get behind them. There are so many factors to be considered (such as we’ve outlined here) that one can’t reproduce it on a larger scale effectively. Because there needs to be diversity across multiple keywords and semantic concepts, it would be an expensive undertaking for most providers.

They offer maybe 2-3 varied titles and descriptions across hundreds of directories. Furthermore, because they don’t let us at the lists (business intelligence.. bah) we cannot ensure that we are actually hitting the cream of the crop. Also not a good thing. And what about timing? Will they be able to understand each niche/market well enough not to over do it? – Problematic on many levels.

And that’s the basics

Can you see what I was saying about doing it wrong? The difference between SEO geeks and the rest of the peeps – is in the strategy. Even from the most basic levels of foundational link building there is every opportunity to do it wrong…or at least not as well as you could. And this is the basics my friends…

Tomorrow I shall post lists of some of my fav directory resources… be sure to come back then…

Here’s the Discussion on the SR forums

Related reading elsewhere;

The power of directories - Search Engine People

The wisdom and folly of directory link building – SEO Moz

Link building and determining link quality - Search Engine Journal

The role of directories in link building - SEO Moz

Niche Marketing and link building resources – Search Engine Journal

A guide to one-way link building – SEO Theory

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