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Monday, June 09, 2008
From Internet Retailer Workshop Advanced Strategies for Marketing Your Retail Web Site
First up PJ Fusco from Netconcepts and today she is focusing on link building.
Natural Search Framework
Good search engine rankings require a combination of on and off page factors. Good links are an essential part of a search optimal approach. Remember, the best link building occurs naturally.
Step 1 – Get indexed by building a crawler friendly site
Step 2 – Get found for the right words
Step 3 – Improve visibility with Link Building
Link Building Exemplified
Link building is all about increasing the number of high-quality, topically pertinent inbound links to a webpage in order to raise its visibility in search engine results pages for specific keywords and phrases.
Step 1 – URLS & Navigation
Step 2 – Keyword Rich and Anchor Text Links
Step 3 – Link Building Tactics
Google wants a short pretty URL as they have found that users have a better experience when there is a nice short URL.
People can only link to you intelligently if you give them the proper tools. When you are creating links, you do not want a link that states “click here” as that does nothing for you. You want the link to be keyword friendly.
Link Building Tactics: Link Acquisitions
Directories – Yahoo!, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, etc
Topical & Niche Directories - Challenging to find, but their topical relevancy and niche targeting helps reaffirm your diverse product lines. Especially important at the category level & sub-category levels
Local Directories: - Headquarters & any brick-&-mortar locations, local groups or associations, e.g., Chamber of Commerce
Editorial Reviews – NY Public Library Best of the Web, The Scout Report, Education World, NetGuide,
Partners – Manufactueres & Vendors, Technology Services; Platform, Hosting & Reviews
Associations or groups related to your industry
Build links one at a time is important for targeting highly authoritative related sites. Links are also a numbers game. Link popularity plays less importance than it used to, but is still a measure. Combine lots of links that are topically relevant to your content.
Press Releases – Studies show can produce clear business results
RSS – Use it for News, blogs, feeds for auto discovery, pay attention to each title
Social Media – Google Image Labeler, Stumble Upon, Delicious, Twitter, Technorati, Flickr, LinkedIn, Facebook, Yahoo Answers
Practice good linking tactics. Don’t try to fool the engines. Do build a linking strategy around optimal URLS, keyword rich navigation, scalable link building tactics that drives traffic and conversions.
Next up, Mark Kaufman from CNet
SEO 101 Linking
Global Link popularity of your site
Topical relevance of inbound links to site
Anchor text of inbound links
Global Link Popularity of linking site
CONTENT IS KING! Make it interesting, valuable, humorous, opinionated content drives links! This is how you will get external links.
Have a single page for canonical page for your topic and your targeted search terms. Basically what this means is focus your pages on one keyword phrase.
Multiple pages for the same topic splits in-linking and does not send a clear message to the search engines.
Tips from CNET
Create useful, entertaining, opinionated content
Go after in-links for popular sites that are relevant to your content
Awards can generate buzz, excitement, and links to your site
Leverage partnerships to increase external linking
A single, canonical page per topic/targeted search term is important to maximize value of both external and internal linking.
by: Shawna Seigel
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