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External Linking - Andrew Girdwood - BigMouthMedia

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The document discusses various types of links and how they can help or hurt a website's search engine ranking. It summarizes Google's changing stance on directory links and provides tips on how to get other sites to link to your content through virtual networking, offering incentives, and submitting to editorial sites. The document also discusses how to identify paid links and encourages reporting them to help level the playing field for affiliates.

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Oh my god; another presentation about link building. What? From a white hat guy too?
 
Who the heck am I? Andrew Girdwood Head of Search at bigmouthmedia … but also an affiliate  Supposed to put soft sales text in here Talk about how capable we are Talk about how large our European footprint is Talk about how we’ve never lost a football match to an affiliate network
Types of Links
Types of links The ones you make Some count Some don’t The ones you get given Some count Some don’t The ones Google hates Some count until Google catches them Others count against from you the outset
Oh Google, what are you doing now?
Goodbye directory links? On the 2 nd of October Google made an important change to their webmaster guidelines. Google stopped recommending directory submissions. A single line of text was removed. It read; “Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.”
JohnMu to the rescue! Again. Google’s JohnMu helps frame the situation for us. Writing in Google Groups he said; “ I wouldn't necessarily assume that we're devaluing Yahoo's links, I just think it's not one of the things we really need to recommend. If people think that a directory is going to bring them lots of visitors (I had a visitor from the DMOZ once), then it's obviously fine to get listed there. It's not something that people have to do though :-).” 
John Who? What did Matt Cutts say? Does the directory reject urls? If every url passes a review, the directory gets closer to just a list of links or a free-for-all link site. What is the quality of urls in the directory? Suppose a site rejects 25% of submissions, but the urls that are accepted/listed are still quite low-quality or spammy. That doesn't speak well to the quality of the directory. If there is a fee, what's the purpose of the fee? For a high-quality directory, the fee is primarily for the time/effort for someone to do a genuine evaluation of a url or site.
Do I think directories are dead? I think easy directories are dead. Quality directories will still be beneficial. What does this mean to affiliates? Most directories prefer to link to homepages. This makes it easier for a small site about a specific product to benefit from directory links than it for a large retailer to directory link to product pages.
He’s going to talk about paid links!
Report Paid Links! Level the playing field Earn kudos for your Webmaster Console login Help underline the value of affiliate marketing and commissions
Spotting Paid Links
Yahoo Pipes – Link Watch
Making your own Link
Should it work?
Articles and PRs
Submission to editorially controlled sites
Crash Course Social profile pages Activity stream sites Syndicated RSS feeds Comments and forum citations HTML gadgets and widgets Memes and virals Bios and profile pages for conferences and expos Press interviews
Can you make other people link to you?
Be a suck up (virtual networking) Many of the most popular affiliate and search blogs became popular because the author is a good networker; Leave comments Ask questions via Twitter, etc Give you reason to get involved in their blog You don’t need a blog to do this; Shop sites have reviews and editorials Travel and Finance sites can cite resources
Offer soft incentives
Become hated (virtual networking)
Be quick. Have a target audience. Who’s most likely to blog about you? Write something that’ll interest them More risky; contact them and see if you can get some friendly communication going
Give your URL to the linkers
Twitter Credits! http://www.flickr.com/photos/mpwillis/283144228/ http://www.flickr.com/photos/pigstyave/367353091/ http://www.flickr.com/photos/restlessglobetrotter/2166068194/ http://www.flickr.com/photos/cobalt/425231402/ http://www.flickr.com/photos/iainb/162799808/ http://www.flickr.com/photos/dhammza/1381101959/ http://www.flickr.com/photos/jlunar/298456969/ http://www.flickr.com/photos/lon/275039534/ http://www.flickr.com/photos/gustavog/4557105/
Thank you! Andrew Girdwood [email_address] Twitter: AndrewGirdwood FriendFeed: AndrewGirdwood Blog: blog.arhg.net

More Related Content

External Linking - Andrew Girdwood - BigMouthMedia

  • 1.  
  • 2. Oh my god; another presentation about link building. What? From a white hat guy too?
  • 3.  
  • 4. Who the heck am I? Andrew Girdwood Head of Search at bigmouthmedia … but also an affiliate  Supposed to put soft sales text in here Talk about how capable we are Talk about how large our European footprint is Talk about how we’ve never lost a football match to an affiliate network
  • 6. Types of links The ones you make Some count Some don’t The ones you get given Some count Some don’t The ones Google hates Some count until Google catches them Others count against from you the outset
  • 7. Oh Google, what are you doing now?
  • 8. Goodbye directory links? On the 2 nd of October Google made an important change to their webmaster guidelines. Google stopped recommending directory submissions. A single line of text was removed. It read; “Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.”
  • 9. JohnMu to the rescue! Again. Google’s JohnMu helps frame the situation for us. Writing in Google Groups he said; “ I wouldn't necessarily assume that we're devaluing Yahoo's links, I just think it's not one of the things we really need to recommend. If people think that a directory is going to bring them lots of visitors (I had a visitor from the DMOZ once), then it's obviously fine to get listed there. It's not something that people have to do though :-).” 
  • 10. John Who? What did Matt Cutts say? Does the directory reject urls? If every url passes a review, the directory gets closer to just a list of links or a free-for-all link site. What is the quality of urls in the directory? Suppose a site rejects 25% of submissions, but the urls that are accepted/listed are still quite low-quality or spammy. That doesn't speak well to the quality of the directory. If there is a fee, what's the purpose of the fee? For a high-quality directory, the fee is primarily for the time/effort for someone to do a genuine evaluation of a url or site.
  • 11. Do I think directories are dead? I think easy directories are dead. Quality directories will still be beneficial. What does this mean to affiliates? Most directories prefer to link to homepages. This makes it easier for a small site about a specific product to benefit from directory links than it for a large retailer to directory link to product pages.
  • 12. He’s going to talk about paid links!
  • 13. Report Paid Links! Level the playing field Earn kudos for your Webmaster Console login Help underline the value of affiliate marketing and commissions
  • 15. Yahoo Pipes – Link Watch
  • 19. Submission to editorially controlled sites
  • 20. Crash Course Social profile pages Activity stream sites Syndicated RSS feeds Comments and forum citations HTML gadgets and widgets Memes and virals Bios and profile pages for conferences and expos Press interviews
  • 21. Can you make other people link to you?
  • 22. Be a suck up (virtual networking) Many of the most popular affiliate and search blogs became popular because the author is a good networker; Leave comments Ask questions via Twitter, etc Give you reason to get involved in their blog You don’t need a blog to do this; Shop sites have reviews and editorials Travel and Finance sites can cite resources
  • 24. Become hated (virtual networking)
  • 25. Be quick. Have a target audience. Who’s most likely to blog about you? Write something that’ll interest them More risky; contact them and see if you can get some friendly communication going
  • 26. Give your URL to the linkers
  • 27. Twitter Credits! http://www.flickr.com/photos/mpwillis/283144228/ http://www.flickr.com/photos/pigstyave/367353091/ http://www.flickr.com/photos/restlessglobetrotter/2166068194/ http://www.flickr.com/photos/cobalt/425231402/ http://www.flickr.com/photos/iainb/162799808/ http://www.flickr.com/photos/dhammza/1381101959/ http://www.flickr.com/photos/jlunar/298456969/ http://www.flickr.com/photos/lon/275039534/ http://www.flickr.com/photos/gustavog/4557105/
  • 28. Thank you! Andrew Girdwood [email_address] Twitter: AndrewGirdwood FriendFeed: AndrewGirdwood Blog: blog.arhg.net

Editor's Notes

  1. Presentation Front Page slide