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Download: Dejan Petrovic @ SMX, Sydney 2010 Powerpoint Presentation Slides

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Hi Everyone, My name is Dan and I am from Dejan SEO and today we are going to be talking about link building. In some previous sessions you’ve seen a couple of things and we are going to do a summary of things you’ve already read or things you’ve already found out. 

So we are going to start. 

This is something that I receive everyday and it usually starts with “Dear Sir, We are an ISO 9000 certified company and this and that”. I don’t know how many people have actually seen that but this is like Horseplay. 

Things that are really there are Manual Directory Submission, Article Writing Submission, Blog Commenting, Social Networking, Forum Posting. Today we are not going to be talking about any of that stuff because that stuff is not going to bring the results. So anyone who wants to increase the rankings to their website; we are going to be talking about the things that should guide you through that and how to do that. 

I am going to explain how to get links and what link building is. 

Relevance and its Importance: Relevance is if someone searches for a car they should be getting car related websites in the results. So we need to ensure that they understand what your website is about first of all. The second thing is pretty simple stuff. There are a million different websites about cars on the internet so how do they sort the results? There are about two different things that they factor in and the major one is Links, Links are really really important. During this season you may want to write a few things down, it is not going to be slow it is going to me fast paced, there are going to be lots of things to write down and go over. 

Search engines read your website; its very important. This is something you have heard in previous sessions but what it means is that your website is accessible to them and the location is in the right place and that you have your text in the right locations. The second part is the content; working with writers. Content without phrase research you’ve got to be able to do phrase research to really be able to write. What you may be throwing up many not be what the users is typing in. This is how search engines interpret your website. 

Now, part of the importance; this is where links come in, this is the role that links play. First of all when you are thinking about links, we want to consider a few things. 

1. Reputation and Trust – Who links to your site. Is the website from your friend. This is just a simple and we are going to talk about that later. 

2. Context of the link – How are people linking to you. If someone clicks through to your website on the word “Click here” and your website is about Italian shoes shouldn’t that link have the word “Italian shoes”, that anchor text, it is actually passing some relevance. 

What type of links should I get, what are people really spending the time searching for. What is going to bring in the results. Your wasting your time, hours and hours and money and you are not going to achieve anything. 

Perhaps in local markets it might do something but if you are moving up to markets that are mildly competitive it is not going to do anything. 

So we are looking for trusted websites and reputable businesses in some way talking about you business. Some examples of trusted websites are government Webpages’ and domains, schools and universities, organizations and that sort of thing. It is very hard to get these links so don’t get discouraged if you send an email and they go no. There are ways to achieve that. We won’t be able to cover everything in today’s sessions with our little bit of time but some good advice will be given. 

I think many of you already understand HTML so just a couple of things worth mentioning, that is the anchor text there and what is between there is what website is named for. Now each link is a boat from site a to site b, some people say Google is measuring portals between pages, each page link can have a link to a page on the site. Great. 

(low voice) 

Phrase your business in the Anchor text which points back to your website. Now this slide right here explains the difference between an ordinary link and a good link. So I go to site A and I say its a 2 star website, I go to another site A that is giving one star to your website and this one is giving 4 stars to your website. So you can have fewer or these and more of those. This is a simple example of what role each ranking plays such as the sites trust. For example site A is not as trusted, these are things that need to be considered. 

Another very important example is that if you are getting the link; especially if you are getting some sort of deal; if the link took a long time to secure, if the website you are getting a link from is linking out to a hundred other websites you are not going to get your value out of that, so keep in mind that the website A is actually getting something out of it; smaller chunks. This site is linking to this site is not as good as in the previous site where Site A was only linking to one website. This is really really important. If someone is offering you a link exchange and you go to their links page and there is a hundred and fifty other websites don’t go there; that is not going to do anything for you. 

Okay, now finally, what people don’t understand is how not-follow works, not-follow is moving in bigger stern, its a tag that when put masks the actual link to get the link into the anchor text. not-follow actually prevents one website from passing that link from one website to another. Now, because its called not-follow that links will not be followed. Well yes it will because it will discover the site B if the site A links but it will not pass any relevance. So there is no inviting situation here. Sometimes you go to the link and you look at the source and not-follow is not there, so you go yay, I am going to the link. Well no, check meta tags and check (?) thins can be tucked away and people can deceive you and tell you that you are getting the link when in fact you could not be. 

So how to get good links? The first thing people forget about is that just looking. If you want a good link have a look at your existing links. Unless you are a new website that has just started out then this is a step that you want to do. Google Webmasters Tools Account. I imagine that everyone here has an account. Yes, No? How many people here have a Google Webmasters Tools Account? 

Good, okay, about 75 to 80 percent. Those that don’t should do this, there are lots of tools in there for the website. What you do is as soon as you register for an account have a look at your existing links. The way to do that is to click on your website and then click on links to your website then have a look. Here we are seeing that the front page of the site has 74 links and the sub-page has 20 links. That link breaks down and this is a natural looking linking situation where most people link to the homepage and some link to the breakdowns. The biggest mistake in link to link is to throw all your links to your homepage unless it somehow makes sense to your business. Maybe you have a two page website that has a homepage and contact us; then that makes sense but if you have other content and you are thinking about pushing the link to link then think about linking to sub-pages 

From this list we can go a little bit further. Going to each website that links to us with what we discovered; the Government website that is linking to us; that’s how we are ranking. Probably didn’t know about that. Now that is just a first step in learning about your own links. There are other important things such as the anchor text. How are people linking to you. That is one of my first slides. What are they using in the anchor text. Maybe if you go back to them and say thank you very much for that link could you just change that anchor text from “Click Here” to “What I do”. They will probably do it and it is easier to fix the existing links than find new ones. Ask yourself, “Why do people link back to me in the first place?”. “How Did I earn these links?”, “Why are they so good?” This way you will discover the content that is actually link worthy on your website. If you have a piece of content that has generated a lot of links on its own then do more of that. Find where, what that page is and do more of that, keep repeating it and you will get lots of links naturally, you don’t even have to do link building. You can, but some of it will already be there for you. 

Through this you will get some ideas about new link building; form alliances; you will go beyond SEO, and of course: fixing broken links. Building rights to competitors is the second step: if you want to understand “Why is that guy in the top position”, it is not just the on-site stuff and the content, their all saying “Have great content”, nobody is linking to your content. Yep this is great content but I haven’t gotten any votes. You want to get those votes to your content. Yahoo is very good, it reveals a lot of links. It gives you a sample. Just a few random links of what people might look like that link to you; but definitely not the exact number. Yahoo is a bit more generous; they give you a bit more information. To do that just go to link > home > website of your competitor and you will get a nice list. Go through that list and discover your competitors links and you will learn a lot of nice things.

SMX Sydney

Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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