Link Building

Link Building 101: You’re Basic Guide

Link Building 101
Your Basic Guide to Link Building

This guide was written off a beautiful guide MOZ wrote here with some added touches!

What is a link?
A “link” otherwise known as a “hyperlink”, is a way for people to navigate the web. If you have ever been on a blog or website and see something in blue and underlined (like this), that’s a link!

How does a search engine use this?
1. Discovering new web pages
2. Determining how well a page should rank in it’s results

Basically, the more high-quality websites that are linking to you, the better off you are for ranking on Google. Google is effectively saying that if someone is linking to your website, they are most likely saying that you are a good source for information. I like to say that if your website were at a cocktail party, it would want to be the most interesting one at the party…

What is a high quality website?
This is where it gets a little tough. A high-quality website is a site that other people also see as an authority figure. There are a few ways that you can figure this out.
1. Completely guess
a. You can make an assumption that Facebook, Youtube, Huffington Post are most likely high quality sites, whereas your Dads friend who rants about conspericy theories is most likely not… (unless that site is massive)
b. Download the Moz bar. Learn about PA and DA (page authority and domain authority). They indicate web pages and how much authority they have on the web.

The Nofollow:
Ok, so by this point you must be thinking “I’ll just go to Wikipedia and Yahoo answers and spam some links”! Wrong. Google incorporates the nofollow. Essentially sites like this put a nofollow text (example) this indicates not to pass link juice (industry term for a good link) on to a website that has linked from this page.

Ok, so what’s the benefit?

1. Links = more traffic
a. A link on another website that has a lot of traffic will increase traffic to your website THUS increasing sales/leads/your own web traffic
2. Links = higher DA and PA
a. DA and PA (as discussed above) increase your likelihood of ranking higher on Google/Bing search.

Start with something to link to:
For example, this post, this post or THIS ACTUAL POST ABOUT OREO’S are things in the SEO industry that others may want to link to as an additional resource. You can also use infographics, research study’s, another graphics, etc.

Good Links:
1. Natural editorial links
a. These links are links you don’t even ask for. Your site gets linked to because bigger industry names will automatically link to the content you put out.
2. Manuel Outreach
a. This is the process of manually reaching out to a blogger/website to link to you. This needs to be relevant to your industry.

Link building is Marketing: Campaigns 101
The first thing you need to do is set goals. Goals are extremely important with your own website or a client’s website. Building 20 backlinks is not a good goal (what does that get you?) SEO and link building ISN’T an overnight success project.

What types of links you need:
1. Links to your home page
2. Links that contain your brand
3. Links containing targeted keywords
4. Links to deep pages (product page)

Finding a link target:
1. From the jump you want to find a link target. Someone in the industry that you’re that will find your information invaluable to link to. If you are writing an informational piece on Guns and Amuntion you will most likely target:
a. Guns and Amo Bloggers
b. Hunting Bloggers
c. Hunting Websites
2. From there you will get a list of Bloggers (use Google and type in “Food Blogger”.
3. You can also use “guns blogger “ammo” inurl:resources. The quotations around ammo means that Google will return results that have ammo on the page, making this an additional resource.
4. Put all of this information into a spreadsheet.

After you find a target:

After you find a target go to their site, go to their Twitter, find out if they are sharing other people’s content because that’s what you’re going to be asking them to do.

Getting an email:
Download the Chrome extension email hunter for LinkedIn, find their LinkedIn page and then grab their email address, I’ve found that this works the best.

Cross checking authority:
1. Download the Moz bar (if you haven’t already)
2. Check twitter followers

*generally speaking drop everything off the list that doesn’t have a DA of 30 or 35 (unless they have a huge following on Twitter.

OUTREACH (USE EMAIL HUNTER)
1. Tell them why they should care
2. Tell them what action you would like them to take
3. Show that you are genuine and not a spammer
WHAT Do you want?!
1. Sharing your content on social networks
2. Embedding your content if it’s an infographic or widget
3. Accepting a guest post from you
4. The blogger writing an opinion piece on your topic
HOW to send an email:
1. Use their name
2. Use a good subject line
3. Use a proper email address (I.E. AJ@Thelaunch.co)
4. Use your location

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