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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
Site structure, best practices, indexation levels

Step 2 – Get found for the right words
keyword research, content optimization, navigational, ontology

Step 3 – Improve visibility with Link Building
Directory listings, link acquisitions

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

TIPS

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.

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