The following is a guest blog post:

Building links to your site. We all know this is the most time consuming part of a great SEO strategy. Emailing people all the time, spreading our links through twitter, and building up relationships with other site owners takes plenty of time. And while these tactics are all indispensable to a link-building campaign, there may be one that is often overlooked.

This is not a foolproof tactic, so use it at your own risk, but a new way that could easily bring in links to your site is through an Adwords campaign. People are searching for everything all the time. And when they find something they like, they usually share it with their friends on facebook, twitter, and yep – on their own websites with straight-up quality links right back to you. Let’s run through an example of how this would work so you can try it on your own site.

How to Put it Into Action

Imagine that you own a sunscreen website. You sell all types of sunscreen but aren’t doing very good with your organic sunscreen rankings. Create a page that can be used as linkbait that is related to organic sunscreen. Let’s say you make a funny video. (Host it on YouTube so people that find it on there may embed it and link back to you from their site.) Put the video and an article that can go with it on that page and start a campaign with some relevant keywords. When people come across your page, love it and think it’s the funniest video they have ever seen, they will post it to their facebook, twitter, and if they have a website they’ll put it up on that and you can get a link back to your site. Nice! As more people come across your ad and click on it, they will share it with their friends and the number of people that see it will increase exponentially causing you to gain a number of links back to your site.

There is one rule that has to be followed for this to work: the landing page of the ad must be great linkbait that everyone will want to share. If it’s not, then this link-building campaign will fail.

2 Advantages to This Tactic

1. Because you get all sorts of data metrics in Adwords, you can see how many clicks it takes to get a link and therefore how much each link is costing you. Then you can figure out if you should pour more money into the campaign (and even create another one) or if you should kill the campaign as the price / link is too high for your budget.

2. Not only can you use this as linkbait, but by also putting targeted calls-to-action on the page, you can get casual visitors to turn into customers. This makes it so that not only do you get more links to your site, but also you can gain quality sales/leads for your site in the same campaign.

This is a guest post from Kevin Kaiser who performs link building for Growth Partner.com

Other Posts You Might Enjoy:

1. Getting Those Darn Links Indexed
2. The 12 Days of Link Building
3. Building Links in Aggressive Marketings :: Link Building

A professional link builder is nothing without his tools. Link analysis is one of the most important parts of a link builders job. The beauty of online marketing is a competitors strategy is there for the world to see, steal and improve on if you know what to look for. I love the initial process of building a mind map around a new market I am working on, so when the guys at CEMPER.com asked would I give their new LinkResearchTools a test drive, it was an immediate yes.

Current Tools

At the moment I use SEOSpyGlass, MajesticSEO, OpenSiteExplorer, Yahoo Site Explorer and the Mozilla firefox plugin, SEO Xray, to get data around a competitors link strategy. Now, I should point out, I don’t do a full analysis with each tool. You need to find a balance between analysis, strategy development and obtaining links. This can be more difficult than it sounds as we are privileged these days to have access to so much data.

LinkResearchTools

CEMPER say they built their tools with link builders in mind. In fact, the tools were originally used by them for link building, so were tailored for their needs. This is something I would agree with 100%. I found the tools were completely in sync with how I liked to work and what I find important when doing analysis. Often when doing link research you can waste huge amount of time following rabbit holes that lead all over the web. The tools presented data with the most important elements at the forefront, making sure my mind didn’t wonder … too much !!!

Common BackLink Tool

The Common BackLink Tool (Hub Finder) is a great little tool for identifying high value neighborhoods. I am big believer in NLP (certified Master) and believe in modeling successful people to achieve results. This applies to your link strategy as well. If you want to rank high in certain markets, then you should start hanging out where your competitors hang out. This tool will give you a list of pages that link to 2 or more of your competitors. It will generate a list of links along with how valuable each page is. There are similar tools available, one of the best is the Hubfinder from SEOBook.com (only available as part of the training program now), but the CEMPER tool is definitely one of the best I have used. I found some great pages to target because of this tool.

Common Outbound Link Tool

The Common Outbound Link Tool is similar to the tool above but it identifies pages/sites that are commonly linked to. This is another great way to find authority pages that are regularly cited by sites in your market. A great use of this tool is to identify pages your competitors link to and try get a link on those pages. In a round about way, you are now getting a link from your competitor !!! Again, all data is tailored to show the best pages to target.

BackLink Analysis Tool

The BackLink Analysis Tool is great and simple to use. This is the most common tool available to Link Builders and CEMPERs version provides everything you would expect along with some nice added treats. CEMPER give you the status of each link, weather its dead, duplicate page (devalued), doesn’t show in the search engines (pointless link) or actually a valuable page. They have a custom metric, which tells you how “Juicy” a page is. It really does cut down on analysis time. You can filter to only show pages that CEMPER deem valuable. There is also a really handy option to only analyze internal links. I found this report extremely useful to help identify weak points in a sites on-site link profile.

Optimising Internal Links

Talking of Internal links, they have another GREAT tool, which shows the strength of a sites sub pages. How important is this data in terms of link building (asking for a link from a particular sub page) and for internal linking (ensuring you are leveraging high value pages). I LOVED this tool, found it really useful in optimising internal link structures.

The final tool is their custom Juice tool. It basically tells you if a page is worth getting a link from. Really handy little tool.

So to sum up ….

I have purposely not gone into huge amounts of technical details as you can go read all about the tools over on Linkresearchtools.

My experience with the tools has bee great so far. The biggest drawback to the tools (and there is one), is the amount of links analyzed. They cannot return huge amounts of links due to server load. At present, I would recommend using their tools along with MajesticSEO (MajesticSEO has the problem of not being up to date).

Also, I would love a feature added where by you can add notes to links returned. At the moment I extract a lot of the details to Excel and make notes (Acquisition plan) against each link. I then update the status i.e. was it obtained, is it a dead end. It would be great if I could do all of this by customizing the reports I get back.

I was not paid for this review. I am passionate about SEO/Link Building and was happy to try these out and give honest feedback. If they were totally rubbish, I would say. To follow up on this post, I am going to do a case study to show how you can build links using their tools. This will be a lot more beneficial than me just providing feedback.

PLEASE if you want me to analyze sites in your market for the case study, drop me a private message. I will not mention any names. I will simply analyze the top competitors in your market using CEMPERs tools.

The guys at CEMPER also speak at a lot of events – http://www.cemper.com/seo-events

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1. SEO SpyGlass Told Me To Buy Links …. OK THEN !!!
2. The Long Tail Rawks – SEO for Wordpress
3. Can Your Clients Handle The Real Truths of Link Building

Whilst I was reading another excellent post from Wiep.Net on link exchange request, it got me thinking on the difficulties of educating clients as to why link building is necessary at all.  Most clients would like to live by the “Build it and they will come” motto. I remember a guy telling me this  after he had invested so much cash into developing a site, he didn’t have anything left over to market it. He grasped onto that concept that people would find the site because it filled a gap in the market. It was a good site, but no one came.

Educating clients has always been a large part of SEO. Preparing lots of reports to show how much  traffic is available for target keywords is one of the best methods to acquiring clients. But link building can often be a hard sell. You have already sold in the concept of taking apart the site your client has just paid big bucks for and redoing it to be more “search engine friendly”. Now you need to sell in the fact this alone will not bring in any real traffic, they also need your all singing and dancing link building services. Is your client prepared for that, can they handle the real truth of how competitive the online space is ??

On Site SEO is the Building Blocks to Success

When it comes to On-Site SEO it’s really about building the foundation of success. Without a proper on-site strategy and initial keyword research to find high converting keywords your link building campaign will not perform as well, in some cases, it will not perform at all. For a lot of markets this is an honest assessment of what the on-site strategy will deliver. If you are working with a client in travel, insurance, home based business or any competitive market, the on-site strategy should be sold in as the building blocks, not the whole solution. If you tell me it’s possible to rank 1st page of Google with this alone (or have told the client this), I would call you a liar. If you show me evidence, I would ask to buy your book

The Truth Needs To Be Told

When it comes to explaining the benefits of link building to a client you may want to:

1. Estimate the value of clients keywords:

This is not 100% accurate but it’s possible to make a rough estimate by :

- Looking at the monthly traffic for the select keyword
- Estimate how much traffic the client can expect from a number 1 listing on Google (change to match target position based on budget)
- Estimate how much value each visit is worth to a site. If the client has goals set up in Google Analytics, this should be straight forward enough. If not, I would look at what you would pay for that keyword on Google Adwords (top price). The thinking behind this is you wouldn’t pay for the click unless you were at least making the cost back.

2. Show True Competition for Keyword

This to me is one of the most important parts. Simply telling the client your number 1 competitor has 1000 links and you have 10 is pretty rubbish data. Look at competitors who rank where the client wants and show how many “good links” they have. Also give information on how clients have obtained links. Give these in bullet points if necessary. For example insurance may be:

- Paid Links
- Editorial Links
- Partnership Links

This is where you show the client the reality of the situation, link building in competitive markets is expensive. They may realize competitors are spending thousands of pounds a month to rank for those keywords, whilst your client has hundreds to target the same keywords. It ensures you are on the same page with the client and can have a more sensible conversation . Great tools for this are MajesticSEO, Cemper.com (LinkResearchTools), OpenSiteExplorer, LinkScape, SEOSpyGlass.

** I will be doing a blog post on the new tools from Cemper.com this month.

3. There is Hope in the Long Tail

Once your client has gotten back to their feet, you can give them hope. You don’t always need to rank for the most competitive keyword in the market. Clients focus on keywords with the most volume. Once the see how much it will cost to put a proper strategy together for that keyword. You can stir them towards keywords with less volume but also less competition. Ranking top 3 for these keywords can be a lot more beneficial than ranking 10th for a really competitive keyword. The top 3 positions are increasingly getting more and more of the traffic.

4. Last But Not Least – Link Building is Marketing

Link building is marketing at the end of the day. It can be blended into everything a company does from PR, Offline Promotion, Content Creation etc etc. It takes real knowledge to do this well and is the reason why people like Eric Ward or WeBuildPages or Cemper.com are so renowned. Client’s need to understand it’s not just someone sitting at a desk link exchanging. If they don’t. I would question weather you want that client.

For a great post on Link Building strategies in 2010 check out this post

Other Posts You Might Enjoy:

1. Building Links in Aggressive Marketings :: Link Building
2. The 12 Days of Link Building
3. Link Musings and Not Having Much to Say

Thanks to the guys over at SEO Dojo for the following video from Eric Enge on link building for your business. Nothing mind boggling but a good video. The writing content for sites in return for links is something that’s used by some of the very best companies out there (in the U.S). Difficult part is getting a process in place that ensures you get ROI from the amount of research put in.

Eric Enge also has a book out called “Mastering the Art of SEO”.

Enjoy ….

Click here to view the embedded video.

Other Posts You Might Enjoy:

1. Can Your Clients Handle The Real Truths of Link Building
2. The 12 Days of Link Building
3. Building Links in Aggressive Marketings :: Link Building

Here’s a couple of link building tips that may help you see quicker results with your link building campaigns.

#1- Focus on high quality targets that can pass link juice.

A lot of the blog commenting/blog-finder programs and tools serve the limited purpose of find decent PageRank blogs or blog URLs to comment on.

What they DON”T tell you is that there are other people using this very same tool to find places to leave comments on for backlinks.

Why is this important?

OBLs and Link Juice go hand in hand with each other.

OBLS are OutBound Links, and the less outbound links on a page/url/site, the more link juice can be passed if you comment gets accepted.  So if a site URL has a lot of comments on it already, the link juice that could possibly be attained by leaving comments lessens with each subsequently approved comment.

More comments = more outbounds links

Higher # of outbound links (OBLs) = less link juice that can be attained from that specific URL

And even if your comment did get accepted, it’s more likely than not than the links in comments are Nofollow-ed.

In my opinion, the best value for blog commenting is attained by leaving value-added comments on sites that are extremely relevant to your content.  One thing I like to do is write a blog post, then after publishing it, see what sites are ranking well for that term and leave comments there if possible.

If the blog has comment-luv enabled you don’t even have to leave a backlink in your comments since it will pick up your latest blog post.

#2- Improving site interlinking and site architecture to increase link juice

As mentioned earlier link juice can be obtained form external links form other sites, but a lot of link juice is being wasted with poor site architecture and interlinking set ups.

Link juice for your site can be obtained Internally!

Some inter-linking practices you should implement on your sites to increase link juice:

Footer links to main site URL using main Keyword(s) as anchor text

Blog pages should link to main site URL using main Keyword(s) as anchor text

Categories should link to main site URL using main Keyword(s) as anchor text

Categories should link to/display all posts within a category

Blog posts or individual URLS within a category should link to the next post in a category and/or related posts

NOTE: Related Posts Plugins can link to related posts, but not every post will get picked up as related/relevant to another post, which is why site architecture needs to link to next and/or previous posts in a category.  This practically guarantees that all your site URLS will get indexed and remain indexed.

Also, it helps to cross-link to other pages or posts on your site when it’s relevant and appropriate.  Just make sure you use proper and consistent anchor text when doing do.

Summary – Focus on link juice and relevancy, not high Page Rank, when trying to get backlinks.

Link juice is acquired by backlinks from external sites with low outbound links (preferably DoFollow) and from within your site itself.  However, even if you don’t get a Dofollow link, you will at least get some direct traffic if you leave good comments.

This is a guest post from guest blogger Daniel McGonagle

Daniel writes about link building at http://linkvanareviews.com

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A successful SEO strategy is built on keywords. Get this wrong and your website will lie stranded in the outer regions of Google with little or no chance of making a decent income. But get it right and you can dominate the first page of the search engines for high converting keywords. You just need a simply process to isolate good keywords, integrate them into your site and build some good links.

Step 1 – Getting Keywords

Selecting keywords is a pivotal moment in any SEO campaign. What most people fail to realize is no keyword tool gives you great data. Even the Google keyword tool only shows an estimation of traffic. But it’s missing one vital piece of information and that’s, CONVERSIONS. You could have the best looking keyword in the world but if it doesn’t convert, you have just wasted a lot of time and effort for nothing. Luckily there is a solution and that is, PPC. PPC is the best keyword research tool you could have. Just start a generic campaign with a lot of possible keywords plus variations of these and then run it for 2 to 4 weeks.

Step 2 – Finding High Converting Keywords

After you have collected enough data, it’s time to select those keywords that are right for an organic campaign. Luckily you can use another Google tool, Google Analytics.

Login to your Google Analytics account and create a custom report to match the one below.

You want the metrics Unique Visits, New Visits, Bounce Rate, Goal Conversion Rate and Per Visit Value broken down by Medium and Keyword. It will give you a whole lot of data about the best keywords for your SEO campaign. The best keywords are not always the ones that bring in the most traffic. Pay attention to each of the metrics below, especially the Goal Conversion Rate.

Step 3 – Build Some Links

Now you have selected a high converting keywords, it’s time to build some links. You could write a book on link building and there would still be enough left over to write several more. But here is a quick method to target the high converting long tail keywords that we discovered in point 2.

a. Web2.0 Sites:

Using Web2.0 sites is a great way of getting some dofollow links. You just need to have great content, which can be resource intensive. One of the best is building hub pages. The links are marked nofollow until you get a hub score of 75 or over. But it’s one that is worth the effort. Once you have mastered the art of creating hubs with a link to your money site (using the keyword found in step 2). Go bookmark your hub at the following sites: Blogmarks, BloggingZoom, SpicyPage, DropJack, Flixya, Shout, BlogCatalog. These are all high value social bookmark sites.

Once done, write some articles and point them at your Hub Page. This is a lot more effective than pointing them at your site.

You can rinse and repeat substituting Hub Pages for other sites like Squidoo, Blogger, LiveJournal, Tumblr, Virb. These are places that allow you to publish some unique content and point back to your money site. It does increase your content load but can yield good results.

Of course, you can start interlinking but we are then into link wheel territory and that is a whole different kind of post

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It appears 2010 will be a big year for search on the back of 2009. We have real time search, which was Google basically vomiting twitter comments all over their nice clean SERPs. Then personalized search, which is now even active when a user is logged out of Google. This is kinda frustrating me at the moment. Another addition which may off gone unnoticed is Googles comments regarding blog comment spam

Blog commenting has been used for years to obtain links to a website. This is the reason Google introduced the nofollow tag, to try and deter link builders from using commenting as a link building tool. This lead to a lot of dofollow engines that highlighted blogs with the nofollow tag switched off and for the most part, blog spam was carried out by auto-bots who cared little if the blog was nofollow or dofollow. Google then announced that the nofollow tag hadn’t worked as SEO consultants thought in over a year. Pagerank was not conserved and sent out links selected by consultants, in fact, it just disappeared. (This is for internal links only).

From Google’s latest announcement it would appear they are going to crack down on Blog commenting as a link building tactic, advising people to clean up their links if they have been doing this. This is nothing new by Google, just another link filter to try and keep the web clean. But it does tighten the net on tactics being used to get links without having to send begging emails to other webmasters.

There are a lot of link filters to deal with and most of them are aimed at ensuring only quality links get indexed. Getting a link is only half the battle. Getting them indexed and keeping them in Google’s index is a complex procedure. Google may choose not to index the page your link is on. It may choose to index the page but not trust it, therefore not index your outbound link, or it may choose to crawl the page and give you a link.

There is going to be a lot of upheaval in 2010 and link building services will have to take these into account.

Other Posts You Might Enjoy:

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I just want to be upfront about something. Cheesy post titles are something of a passion of mine. This post is about link building, but the rest of the post title doesn’t make that much sense. It probably should of been called, “some cool link building tips”, but where is the Christmas cheers in that.

This is going to be my last post of 2009 due to work commitments so why not throw together some link building nuggets to bring you into 2010 ……

1. Anchor Texts:

One of the most common mistakes in a link building campaign is the focus will only be on two keywords and attempt to build hundreds (if not more) links with the exact anchor text. There have been filters in place since 2006 that will penalize a site for over using the same anchor text. I had 3 sites removed over the past 6 months for this exact reason. The key to a strong link building campaign is to vary the anchor text used.

2. BackLinks Report by Google

The backlinks reported by Google are no where near accurate. Don’t rely on Google to track your campaign (even Google Webmaster Tools). Yahoo site explorer still provides a solid tool. If you are looking for a paid version, then SEO Spyglass or Majestic SEO could be something worth looking at.

3. Relevant and Trust Worthy

When it comes to what links you should be targeting, in content links from relevant, trust worthy sites are way better than side wide links (paid) on PR 8 sites. Now these are obviously the more difficult to get, but one of these links can be worth a lot more than a bunch of rubbish links from unrelated sites (Link Exchanging).

4. Footer Links

Footer links really don’t add much value, confirmed by Matt Cutts

5. It matters who you hang out with

Most people know that linking out to a bad neighborhood can affect your rank. If they get penalized this can have an adverse effect on your overall rank. Well Co-Citations does matter. If you appear on pages where lots of bad sites appear to be linking with each other (Spam Farms), this can affect the rank of your site.

6. Get Your NoFollow Game Up

This point may seem to be counter intuitive but getting nofollow links can definitely help with your sites rank. When considering your link profile always ask how the average user would link to your site. Would every user link with the correct anchor text ? Would every user link to your site using a variation of a keyword or would they simply have “click here” and would users not link to your site if that link was nofollow. Only SEO girls and guys know what nofollow is there for. It may stop PR being passed on but it’s still good to get a link from an authority site (trust and relevance are big factors in your sites overall rank).

7. Who Cares About PR

I wouldn’t really pay too much attention to PR, I would look at the true link value from the page i.e.

- does the page currently rank for any keyword
- is the page being indexed at regular intervals
- what kind of other links are on the page (outbound links)
- are you in with a good crowd discussed above

There are a lot of automated tools that will do this for you … SEO Spyglass is one I use ..

Other Posts You Might Enjoy:

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2. Link Musings and Not Having Much to Say
3. Building Links in Aggressive Marketings :: Link Building

The link begging craze that plagued the web over the past 5 years is truly coming to an end. For the average SEO consultant who puts a keyword in the meta tags and searches through competitor links, on the prowl for email addresses, times are a changing. Link building services need to evolve as the web evolves. Like the rubbish pair of socks you get from an irritating relative at christmas, they will be cast aside, steam rolled by better and shinier presents.

When I talk to people in the field, the most interesting part of the conversation is around linking. I love strategies that generate links because they can show true entrepreneurial flair i.e. find something people want and create it. Really, it’s no different from great marketing. But for a lot of people, resources are often not available to put a huge amount of time aside for linking so how can you start getting some links right now ?

The following technique is pretty simple and is just another form of article marketing but it does adhere to the principle above i.e. find something people want and create it.

Gathering Content

The growth of social media has given us direct access to conversations in our target market. It allows us to build an automated list of content that our market may be interested in. For example, let’s say I am in the “dog training” market. I can setup the following feeds.

1. Twitter

http://search.twitter.com/search?q=dog+training

Add this feed to your Google Reader

2. Digg

http://digg.com/search?s=dog+training

Add this feed to your Google Reader

3. Google Alerts

You can set up a number of Google Alerts to keep track of keywords in your market. Just remember to add them as a feed:

These are just some quick examples. You can grab feeds from a variety of social sites in this way.

What’s Popular

The next step is to find popular content which is being republished around the web. This will ensure there is a market for your content and somewhere to advertise it. How many times have you written one article that got 0 views and was not republished anywhere on the web? Sure it gets you a link from the article directory but why not improve upon it a little to squeeze more out of your content?

A quick method of doing this is taking articles with a lot of bookmarks and comments, then looking to see where they are being published. For example, I found this article on Digg:

http://www.google.co.uk/#hl=en&q=intitle%3A%22Lifeguard+Dogs+Coming+to+Italian+Beaches%22&meta=&aq=&oq=intitle%3A%22Lifeguard+Dogs+Coming+to+Italian+Beaches%22&fp=85206a360d6a28e6

In this way you can build up a list of popular article headers and sites that may be interested in the content.

** Note: There are tools that will do this for you …

Creating + Seeding The Content

You should now be armed with a list of possible article headers and sites to ping once the content is live. If you want to automate the process of creating articles I recommend using WP-O-Matic to pull chosen RSS feeds into a Wordpress blog that are setup to store content, train an article team to comb through the data and produce content based upon the metrics set out.

Once the articles are seeded out directories, you can set up Google Alerts to track every site that publishes them. This means you can:

- Get your links indexed
- Build links to your links (if that makes sense)
- Follow up with publishers who have used your content

The purpose of this post is to show one simple technique that can be pretty much automated using simple RSS feeds, WP-O-Matic and a little bit of research. It’s quick and easy, plus can be fully automated. There is another major part of this system (that can also be automated) “Get your links indexed” but that is a different post altogether !!!!

Just make sure you are not the boring pair of socks that no one wants ….

Other Posts You Might Enjoy:

1. Get Links Automatically … But you have to PAY !!!
2. Building Links in Aggressive Marketings :: Link Building
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The world of search has and will continue to be affected by both localized results and social media. The results being served up by Google are no longer focused on the organic results, they are instead a combination of their own properties. SEO Services being delivered are going to need to be innovative, entrepreneurial, social, strategic and cost effective i.e. Not just sticking a keyword in the meta tags and copy …. zzzzzzzzzzzzzzzzzzzzzzzzzzzzz

It struck me when reading a recent post on a forum that having the number 1 spot on Google no longer meant you were top dog. In fact, for some markets you are below the fold.

London-Plumber-Google

You need to scroll down to even see the first organic result. Admittedly in this day and age you would expect most people to know how to use their scroll button. But this will still result in a lot less traffic coming through to your site.

This is going to continue, the search results of the future will get more blended into Google news, Youtube, Google Blogs, Google Maps, Paid Ads (soon to be twitter results and whatever else can keep people on their page). Why is Google going to give you a click for free when they can try earn the revenue themselves.

Competing in the organic results will just get tougher and more time consuming. There are already some markets where buying links is often the only way to compete on a level playing field. Both businesses and SEO consultants who rely on organic traffic need to diversify. If Google (Search Engines in general) can make a little more cash by pushing down organic results and pushing their own content, it’s a no brainier. It could be construed as monopolistic of Google to push it’s own products instead of the organic results that people have worked for but that is the Google of the future. They are a non stop revenue generating machine.

What’s interesting is Bing / Yahoo are providing cleaner results with the extras being added to the right/left panels. Bing is making a very small dent in Google’s figures in the U.S, it will be interesting to see how that continues.

Will the role of SEO exist in a couple of years, we may have a completely different title on our hands …. when I think of the SEO world in a couple of years I think “Traffic Optimisation”

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