Quality Links Will Ensure Your Site Reaches Its Full Potential
It’s a simple fact: without other sites linking to yours, your content won’t be noticed or seen by anyone. But the old link building techniques such as directory listings no longer have any real impact. You’ve really got to crank up your efforts and be twice as smart as your competitors.
That’s why we’ve put so much detail into The Definitive Guide to Successful Link Building — so that anyone can build links, attract traffic and make more sales from their website.
Link building helps bring your site into the digital spotlight — so that it attracts visitors, tells your story and sells your products and services. For sure, it’s one of the most productive marketing strategies you can use, bringing multiple benefits that repay your investment many times over. These benefits include:
- Boosting your rankings for important keyword niches
- Bringing direct visitors, already primed to buy from you
- Establishing your position as a market leader
- Transforming your site into a veritable link magnet
- Connecting you with the people who matter in your industry
And the time to get serious about link building is now. Here’s why …
In March 2012, Google introduced a major change to its search algorithm, the Penguin update — one in a series of updates designed to bring better quality sites to the top of its rankings.
With the Penguin update, Google is penalizing sites with spammy, low quality link building campaigns. For example, some sites with lots of links from sub-prime online directories have suffered a devastating drop in rankings.
This is great news for the rest of us, because it leaves the door wide open for legitimate websites to come out on top (literally). That is, IF you have a rock-solid, Penguin-friendly link building strategy … one that involves:
- Providing relevant, quality content — so that your site engages your customers
- Getting social with customers and experts — so you create and foster active communities around your site
- Generating natural links from authority sites — required to dominate your market
- Harnessing online PR for free publicity and links — so your site is regularly featured in news and feature articles
- Optimizing internal links — so that visitors and search engines find your most important pages
- Winning links without even asking — time and time again
- Organizing all your link building activities— so you get maximum return for all your efforts
In Wordtracker’s latest e-book, we share everything you need to know to plan and execute a link building strategy that propels your site to Google’s top rankings — and keeps it there. That means more traffic, more customers and more revenue for your business for years to come.
Introducing the Ultimate Link Building Guide — Updated for 2012/13
Wordtracker has teamed up again with Ken McGaffin and Mark Nunney, renowned link building, online PR and SEO experts to create The Definitive Guide to Successful Link Building (2012/13 Edition) How to Use Links to Explode Your Traffic, Response, and Revenue – an up-to-the-minute guide to successful link building.
We’ve completely overhauled the best-selling 2010 edition from cover-to-cover to reflect the most current link building best practices. Plus, it’s three times the length of the previous version — absolutely packed with stellar link building advice!
Forget spending hours chasing down links with little to show for your efforts. This engaging yet uncomplicated book combines real-world language, examples, screenshots, and checklists to help you quickly grasp the concepts of smart linking and immediately apply them to your own website. Once you’ve read it, you’ll be able to construct a definitive link building campaign that delivers an exponential return on your (or your clients’) investment.
Learn from Link Building Authorities
Ken McGaffin is a freelance link building consultant and online marketing expert as well as the brains behind linkingmatters.com — the quintessential web resource for link building. Mark Nunney has been blazing the SEO trail since 2000 and is author of SEO for Profit and Head of SEO at Yard Digital, a UK-based digital agency.
Ken and Mark have each helped some of the world’s leading companies take their brands and revenue to new heights. Between them, they have 20 years’ experience in building links. In “The Definitive Guide to Successful Link Building (2012/13 Edition)” you’ll learn from their mistakes as well as their triumphs.
In this value-loaded book, Ken and Mark reveal the latest link building best practices and organize them into a clear-cut and manageable process. You’ll learn, step-by-step, how to create a productive linking strategy that can be easily integrated into your daily work.
The book is divided into three easy-to-follow parts:
Part 1: Introduction to the Principles of Link Building
Before you get into the exciting process of link building, you’ve got to arm yourself with some basic principles. Let these guide your link building — and your path to solid, sustainable, and predictable results will be that much easier.
Here’s what’s covered in this part of the book:
Link building and SEO. In this chapter, we cover the basics of search engine optimization, including how to find the right keywords to target and how to optimize web pages for them. We also look at the importance of links for SEO — and how you can influence and control the anchor text (the actual words ‘clicked’) sites use when they link to you.
Anatomy of a link for SEO In this chapter, we analyze links from an SEO perspective and highlight what really matters to search engines. As a result, you’ll know which kinds of links you should focus on — and how to squeeze the maximum possible benefit from them.
What is a quality link? Not all links are equal. Some will bring you loads of traffic … others will bring you lots of search engine benefit … and a few will do both. This chapter defines the different types of quality links you should incorporate into your campaign.
Get juicy links without having to ask Is it possible to get links without even asking? Yes! Getting links without requesting them should be an element of anyone’s link building campaign. In this chapter, we explain how to build this kind of “magical link momentum.”
Change your link building mindset Back in the day, good link building simply meant sending out hundreds of link requests, swapping reciprocal links, and submitting your site to directories. Well, those days are gone. Today, you’ve got to invest time in networking, carefully researching link prospects, establishing your own credibility and building relationships with people who can give you the links that truly matter.
Online communities (and why you belong in them) Online communities are made up of many thousands of e-commerce sites, blogs, forums, trade magazines, general and specialist news sites, social media sites, experts, commentators, and many others. If your business is to thrive online, then you must establish your website in the communities relevant to your business.
The “new SEO” Although the use of keywords on website pages and in the anchor text of inbound links remains central to SEO, changes in how search engines work have created a new SEO in which branding, visitor behavior and social engagement (comments, mentions, sharing and links) all play an increasingly important role.
The scoop on paid links When it comes to link building, it can be tempting to resort to paid links as an easy alternative. But you must tread carefully. In this section, we reveal if and when paid links are appropriate — and why they can result in serious penalties from Google.
Who should handle your link building? Should you do your link building in-house — or charge a specialist external agency with this important task? Learn the advantages and disadvantages to both and what you need to know to make the process go smoothly, no matter which avenue you choose.
What to measure Measuring the success (return on investment) of your link building campaigns is essential to getting the results you want. In this section, we look at the most important metrics for monitoring and reporting on your campaigns.
Part 2: Introduction to the process of link building
Now that you have a full understanding of the principles of link building, it’s time to get our hands dirty — and get into the process of actually building links. This part of the book shows you exactly what you have to do to get the kind of links that bolster search engine rankings. We examine each of the seven stages of the process in detail and tell you, step-by-step, how to execute them effectively.
1. Strategy: know your goals To start, it’s critical to understand a site’s business objectives and develop your link building strategy to match and support them. If you’re not exactly sure what those objectives are, seek out someone who can help. We tell you just what questions you need to ask.
2. Quick wins: a way to build trust If you’re a web or SEO pro, your clients expect results — particularly if they’ve had problems in the past. You can win their trust and build your relationship by finding ‘quick link building wins.’ We list the precise actions needed to make them happen.
3. Content: the key ingredient Content is the biggest driver in attracting links, and you must make a substantial investment (of time, at least) in content if you are to be successful. In this section, you’ll learn all the elements of hardworking content.
4. Prospecting: nail down your targets In this chapter, you’ll get tips and insights for finding and prioritizing as many quality link prospects, in as many relevant market segments, as you can.
5. Networking: build those relationships This stage of link building is about building relationships with the people behind your link prospects. We show you how to approach networking in a way that makes your top prospects much more likely to link to your content.
6. Promoting: make a compelling pitch In building links, you need to communicate a consistent message about your brand and deliver an ongoing communication that will ultimately seal the deal. In this chapter, we detail how you can build a coordinated approach across multiple channels to create synergy between SEO, social media activity, and online public relations.
7. Report, debrief, and repeat Before you implement your link building campaigns, it’s important to first choose and configure your metrics. Then you must monitor them carefully for both success and failure and adjust or abandon strategies that aren’t delivering results. In this section, we outline each of these tasks in bold detail.
Part 3: Real-Life Case Studies
While doing research for this book, we interviewed droves of business owners and consultants about their link building successes (and failures). We then worked up six of the most captivating stories we came across to give you some inspiration — and help you learn from their hard-won experience. In this portion of the book, you’ll find links to exclusive case study videos featuring business people and experts — people just like you — who have built high-impact link building strategies using our teachings.
Here’s What’s New in the 2012/13 Edition
The 2010 version of our e-book contained powerful insights and tips to make linking easier — and more effective — than you ever thought possible.
But the 2012/13 edition packs even more punch, including:
- Over 386 pages (yes – it’s three times as long!)
- A 62-point link building checklist you can print out and pin to your wall for easy reference
- 6 in-depth case studies that show how real-life companies have successfully built links (and reaped the business rewards)
- Link request templates for different types of prospects
- Hundreds of screenshots and examples that can be applied to your own site
No doubt about it: this book will teach you how to become a bona fide link building ninja.
You’ll learn how to maximize your site’s visits and profits from the search engines. What’s more, you’ll discover how to engage directly with potential customers and build a presence in the online communities where they spend time.
Look, you don’t have to be a great web technician or SEO guru to build links effectively — anyone can learn how.
If you’ve got a story to tell …
If you’ve got passion for what you do …
If you’re curious about what makes people tick …
If you listen to what your customers say …
If you can build relationships and partnerships …
… then you’ve got everything you need to be a brilliant link builder!
That’s because link building is about marketing, communication, and cultivating relationships — skills that many business people already have in abundance.
Apply those marketing skills strategically, and you will surely succeed. This book shows you the right way to create fantastic content, identify a virtually endless stream of link prospects, approach quality sites and win quality links, and promote your website to those who are interested in what you’re selling. No more guesswork, and no more wasted time.
Who is this Book for?
“The Definitive Guide to Successful Link Building (2012/13 Edition): How to Use Links to Explode Your Traffic, Response, and Revenue” is designed for people with all levels of ability and involvement in website design, publishing and marketing — from small business owners to in-house web development teams. Following are just some of those who will benefit from the book:
- Businesses of all sizes – who want to build an internal team that can grab as much free organic traffic as they can
- Search engine marketers – working alone or in teams – who need an easy-to-follow roadmap for creating the quality content that’s required for successful link building
- Agency staff who need to deliver a consistent stream of high quality links to their clients (and need to train staff to do it)
- Website designers and developers who want to add link building services to their portfolio
- Website editors who want to establish their site as an authority by attracting relevant links from authority sites
- Corporate communications managers who must deliver online communications objectives, reaching out to bloggers and relevant journalists
- Government agencies and nonprofit organizations that need to publish information effectively, influence opinions and gain support from online audiences
Get an SEO Edge – Take Action Today
As mentioned earlier, it’s prime time to whip your link building knowledge into shape. Google’s Penguin update has knocked the wind out of sites with low-quality links — and opened up a window of opportunity for those with authoritative links.
Marketers who turn their backs on this key opportunity are destined to spin their wheels, repeating the same mistakes again and again. Those who embrace it will propel their websites into a new realm of profitability.
So which group do you want to be in?
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