SES Chicago 2013: Building the Link Love – Driving Relevant Traffic to Your Site

Most SEOs know the daily grind of linkbuilding. It’s not fun, it’s not easy and it’s not something that happens overnight. That said– how can we make linkbuilding worth our time and efforts? Those of us who enjoy the rush of earning a worthwhile link got together at SES Chicago to discuss how to drive relevant, usable and natural links to the most powerful pages on our sites.

Linkbuilding

Chuck Price, the Founder and CEO of Measurable SEO, kicked off the presentation with a rundown of which links SEOs should start to go after with Google’s Hummingbird algorithm. Price had a few techniques for getting measurable results through linkbuilding. In case you missed it, here are a few pointers to share with your team:

  • Relevant links matter. With Google’s Hummingbird algorithm, unnatural links are exposed for what they are-spammy. Price said that just a few of the right links can get the job done. Think of it like this: would you want that link if it wasn’t highly ranked on Google? If you answered yes, this link is valuable to your consumers. The more relevant the link is to your niche target and the more natural it looks on a site’s page, the better.
  • Mine competitor backlinks. We all know this tactic, but Price urged us to not settle for the same links as our competition. Rather, do some research and find the most relevant page on that site in terms of your target audience and try to get a link on that page. This tactic also works for finding link-worthy content ideas on the strongest pages of a site.
  • Press Releases aren’t dead. That’s right; Price was all about using press releases, but using them for what they were originally created for. He said that creating newsworthy press releases can get picked up and shared by journalists—that’s where the SEO value comes in.
  • Reverse solicitation works. Everyone loves to see their name in print, and Price said that asking a blogger to write on your site instead of their own blog can be valuable. Guest blogging on your site keeps content fresh and updated, plus the blogger is likely to share your content on their pages. Think of it as a two-for-one deal.

Now that we have all of this great linkbuilding information, how do we organize it into usable data? Nate Dame, CEO and Founder of SEOperks, spoke on earning relevant links in an organized manner in the second half of the SES presentation. Dame said that linkbuilding isn’t going to die, but at the same time it doesn’t have to be the end all be all. Rather, earning links proactively and adding value to your process could take away some of the negatives of the process. Dame noted a few of these in his presentation and how to remedy them:

  • “My only link partners are my prospects, clients or competitors”. Dame encouraged us to dig deeper with linkbuilding strategies. He said that creating a category map around your business can encourage bigger and better ideas. Group your link communities into different topics-business verticals, industry trends, vendor relationships and other hot topics in your field. What can you bring to the table and why is your link so valuable?
  • “My industry doesn’t link so I’m stuck”. Again, not true. Dame echoed Price’s idea of ego-bait. Go to consultants, speakers and authors who focus on your industry. They’ll want to see their name in print and have a bigger social influence on the topic you’re vying for.
  • “My outreach email resulted in lots of unsubscribes and a couple of links”. Dame encourages you to be honest with yourself. Outreach should add value and every step in your linkbuilding process should have value—in other words, make yourself worth talking to without sacrificing relevancy and authority.

Don’t get stuck the next time you start your linkbuilding process. Price and Dame offer relevant and organized ways to get the job done. Good luck!