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11.18.08 Pubcon: Real World Risks To Link Building  By
Navneet Kaushal PubCon 2007's linking session session was one of the highlights of the event and this session promised to be follow up to the same. The session showcased a critical look at all the different linking strategies and included various topics, such as outbound link optimization, outsourcing link building, old-fashioned linking via directories and hiring an in-house link developer. Moderator: • Chris Tolles Speakers: • Eric Enge, President of Stone Temple Consulting • Rebecca Kelley, Search Marketing Consultant of SEOmoz • Roger Montti, Founder and Owner of martinibuster.com • Greg Hartnett, President of Best of The Web The first speaker of the session is Eric Enge, who elaborated on how social media can be used in a link building strategy. Social News sites provide a huge opportunity for links. Its important to match your content to the demographic. You have to target your audience and study on what has worked for them before. Even the title should be in accordance. Content should not just be SERPs oriented, but also authoritative for its particular target audience. The example of Digg highlights the same. A post on the front page of the same featured some irrelevant content and many unnecessary links. It got real good rankings on Google SERPs but hardly served the purpose it was originally made for. The main point is to maximize your success by writing content that appeals to the audience. The content should reflect well on your business and target big search terms. A particular site used Facebook to attract sports fans. This way they got a link from some massive players, such as MLB.com, ESPN, TechCrunk, Google and BattleMedia.
Some important things to keep in mind is that the content should increase your reputation, create a good image for your company and appeal to your target audience. The next speaker was Rebecca Kelley, who highlighted that although link building is time consuming, repetitive and risky, it is essential for all webpages since they act as a vote to the website and ensure better rankings. She went on to propose some strategies to ensure positive result from your link building process. • Strategy 1: Find your brand mentions: If a webpage is mentioning you, then they will be most likely willing to link out. You can check who all are mentioning your name without a link at the Yahoo Site Explorer. • Strategy 2: Identifying the broken inbound links: You can use Google Webmaster Tools to spot them. Make sure you contact the site owner and ask them to fix those links. • Strategy 3: Take advantage of the broken links of your competitors: Search for phrases, such as 'no longer available' or 'no longer offered [keyword]'. Then contact the owners of the site linked to the broken pages and tell them about your product. They might be willing to link to you instead. Continue reading this article. About the Author: Nav is the founder and CEO of Page Traffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals. Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. |
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