WOULD YOU DO THIS IF SEO DIDN’T EXIST?
Before we do anything, we ask ourselves that question. Will the link have real value, or are we just doing this for SEO? This is the acid test we ask ourselves before we create links.
If you start building links that don’t have real value, then you are going down a road that will not end well. The exact process is different for each company, but one thing remains the same. The links we create need to have value outside of SEO. They need to be real.
WHY ARE YOU INTERESTING?
Before we focus on creating a real buzz around your website, we ask ourselves “What online influencers can we get to talk about you, what will they say and why would they want to talk about you?"
Then, we go make you famous. We generally use the process outlined by the icons above to do this. So, scroll over those icons. This online fame can be achieved can by either growing your social media presense, content marketing, and participation in online discussions.
In your business, do you have a buzzword that everybody talks about, is fun to say, but doesn’t really mean anything? Well, like any paradign changing disruptive technology, or adding intangible efficiencies to your core competancies, content marketing is a pretty fun buzzword to say. That said, content marketing is more then just a square on your buzword bingo card for your next meeting. Here’s a sample content marketing strategy. I’ll admit it, there’s some fluff in here, but there’s also some good stuff. It’s worth a read.
CUSTOM SPECIFIC LINK BUILDING
Each industry is different. A link building strategy for someone selling shoes won’t work if you sell custom fabricaton systems for offshore drilling platforms. We conduct a competition analysis, and use the results to fine tune or link building stratey via. We begin the competition analysis by asking ourselves these questions:
- Are people talking about your company and your competition?
- Are people talking about your Keywords?
- Can we create relatioships with Authors that write for Industry Journals, and motivate them to write about your firm.
- Can we motivate mainstream news sites to write an article or two about your firm?
- Can we make better use of your Company Owned Social media pages to create an online buzz, and also generate revenue?
- Can we create a company Wikipedia and/or other pages on respected and similar websites?
- Are there good forum sites to participate in without being seen as spammy and promotional?
- Can we convince influencial bloggers to write about you?
Other opportunies are as follows:
- Links from Events and/or Sponsoring Events
- Academic links
- Links from Customers
- Uncategorized links
Ready to get started? Have questions? Want to learn what the new industry buzzwords are? Either way, we’d love to talk with you. Give us a call @ (250) 718-0585 and ask to speak with Chris Bergstrom.
WERE YOU PENALIZED BY GOOGLE FOR BAD LINKS?
Here’s how you can recover… We specialize in helping people recover from Google updates. We generally see the same problems over and over again. Here are the problems what we generally find when we review a clients’ website:
Over optimization of anchor text. If you own a shoe store, and every link to your site has “buy shoes Seattle" as the anchor text, then you will get penalized by Google. The links to your site need a wide variety of branded (your firms name – “Bob’s Shoes") and non-branded (SEO keywords – “buy shoes online") words in the anchor text of said links.
Not enough natural buzz. It’s hard to create real links to a website. An online shoe store, or law firm website is usually just not that interesting. People aren’t naturally linking to your new line of shoes on your website. As such, SEO companies have turned to creating fake links. This technique used to work very well and SEO companies managed to stay one step ahead of Google. The tables turned as Google gradually got smart. Google can spot which links are real and which are fake. If your links are fake, then Google just ignores them. The result is a steady decline in traffic and rankings.
The solution is to get people talking about you online. We need to generate actual real links to your site.
Lack of content about long tail keywords. Sure, you have an article about “buy shoes online", but one good article isn’t enough. To be #1 in Google for your top keywords, you need to be the ultimate resource on the subject. We need 100+ articles. We need to answer every conceivable question someone might have about “how to buy shoes". You need to explain everything there is to know about the process of buying shoes online; everything.
Your business can use social media to increase customer life time value and referrals. When you interact with people on social media, cutomers keep thinking about your business, buy from your more frequently, and recommend you to friends. Social media is a part of your ticket to internet fame and fortune.
The strategy for each social media website is as follows:
PAID OR FAKE LINKS = BAD.
I’m sure you’ve heard this before, but it bears repeating. If the link is either paid or fake, Google will find out. When Google does, it will just ignore the link. All the work will be wasted. It’s tempted to go create fake links. It feels good for us to say, “We generated 10,000 links in the last month". And clients like hearing that. But, it’s all an illusion which becomes painfully obvious as the world comes creashing down before our very eyes. Well, maybe that’s a little melodramatic, but you get the idea. It’s tempting for both of us to create fake links because it creates the illusion of efficiency and productivity. Sadly, there are no shortcuts on the road to success.
REAL LINKS = HARD.
It feels good to get that off my chest. The truth is, generating high quality links is not an easy task. We need to review your business, and work hard. We’ve identified several techniques which work, but we need to tailor pour aproach to your specific industry.
It isn’t even link building. What we’re doing is better described as PR outreach, or online marketing. We’re finding, and interacting with people that care about the problem that your firm solves. This can either be:
- Your existing customers – This is done primarily thru social media. Our goal here is to keep them thinking about you, and buying your stuff.
- Online discussions – We generally setup Google alerts, find relevant discussions, and join these discussions when appropriate
- Relationship building with key influencers in your market space – the key skill here is relationship building.
WILL YOU GET PENALIZED AGAIN?
- So, how vulnerable are you to the next Google update? We can give you an actual number using the method here. Once we’ve done the Google vunerability analysis, we can spot holes in your SEO link profile. We analyze these vulnerabilities every two months and make adjustments as needed. We like to stay ahead of the curve because an ounce of prevention is worth a pound of cure and also helps us all sleep better at night. Read more about our methods here.
RESIST THE DARK SIDE
Instead, refine your jedi mind skills. Link building relies on having interesting content on your website to talk about, a strong social media persona which you/we can use to reach out to people, the ability to talk to your customers online, and emotional intelligence.
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.
Google's AdWords Keyword Planner tool is the best tool for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms.
To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
It's impossible to make good keyword decisions without data. We collect data, predict that a specific set of keyword rankings will have on your bottom line, and then make a data driven decision.