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Stop Building Links And Start Attracting Them

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October 5  |  Link Building  |   Ryan Clark

Since the year is getting close to being done, I thought another large link building post is in order – although we could have called it “Attracting Links in 2013″ just as easily. To be honest, there isn’t a whole lot of new information out there so I’ll do my best to recap on everything that’s been working great for our clients. It has been the craziest year for inbound marketing companies, mainly due to all the hype surrounding Google’s Panda and Penguin updates. While I still see link spammers ranking even faster and higher post-Penguin, there is a clear and strong signal coming from the link profiles of brands that haven’t felt a pinch of the flightless bird.

For us here at Linkbuildr, not much has changed in regards to our strategies as our mentality has always been “Think Beyond The Link”. While our name suggests we just build links, that could not be further from the truth. We tend to focus on content marketing that attracts not only links but social followers as well, thus helping to establish our clients as leaders in their vertical.

I will go into what we see – and mainly what I think – but as with any advice from “SEO Gurus”, do your own research and check everything. I’m not always going to be 100% correct or even 80% correct, for that matter… I don’t know all of the secrets of Google’s algorithm (no marketers do), so all I can do is take note of what’s worked for us and focus on doing things that get great results for our clients.


Skip My Ranting And Jump To Part 2: What We’re Doing To Attract Links

What Link Analysis Has Taught Me

Those illuminated in the ways of ranking well know that large numbers of anchor text links have been the major reason a site will rank for said keyword. Not everyone will agree with me on this, but I don’t really care nor am I in the business of NOT ranking clients’ websites. You can go to any car insurance, payday loan or Viagra SERP result and see 2-page websites ranking in the top 10 that have gotten there in a matter of weeks. I literally just went to the first 10 Google SERPs for “payday loans” and ranking high in the results was spam… Actually half of the listings are there because of link spam. Remember how I also mentioned link spammers are ranking faster than ever? Check this:


Pardon my language but this is a complete f$#%ing joke. Penguin does absolutely nothing against this for at least a few months, and mission critical results needed by people are not being met. Matt Cutts and the search quality team obviously know about this and I imagine Penguin or another update will factor in new elements to put a stop to this. Perhaps my F-Bomb was a little harsh, as I imagine making the tweak to the algorithm so that it doesn’t bowl over a million other legitimate websites in the process is probably quite tricky, but still: this problem needs to be addressed by Google.

Stop Caring About Anchor Text Completely

Stop now… Seriously! Since our first week helping clients, we’ve always stuck to not caring at all about what anchor text they got. Our main focus is on creating amazing content that attracts links naturally. It’s not a cheap strategy and usually we like to think that “slow and steady wins the race” when it comes to building a brand. Obviously, a viral marketing campaign is going to flood in natural links from all types of places, and while that’s all fine and dandy, it’s not going to make you rank for everything after one go. That’s the type of content you need to be doing every month for as long as your business is running with its feet on the ground.

From my thousands of hours pouring over backlink data I’ve noticed one very important aspect to ranking really well and staying that way for years: anchor text ratios. Sites that are doing what Wil Reynolds from SEER has coined “real company shit” are not getting caught up in Penguin or any other link issue. This is what their link profile looks like, and if you go to any of the top 10 search results for any big keyword, you will notice this too. This is what a proper anchor text scenario should look like:

Not All Hand Built Links Are Bad

I’m quite active on all the SEO forums, LinkedIn, Reddit.com/r/SEO and other places and I see a lot of fear in regards to building links without earning them. 99% of the time these folks have been doing nothing but spam anyways, but definitely don’t think that just because you built a link yourself that you’ll get penalized for it.

Going back to anchor text abuse yet again, you’ll want to avoid picking any anchor text besides your brand/site name or something that makes sense… Don’t be spammy. This means you’re not influencing your own ranking for a targeted keyword. You may not get the best result (sorry to say), so working on everything other than a spam blast of anchor text links will be needed to earn it. While I may be just giving link spammers the idea to blast blog comments, forum profiles and junk directories with brand anchor text, it won’t work for long. I mentioned that Google knows their faults and as we’ve seen in a Google patent, that junk link detection is coming and it’s going to be nasty.

Depending on what type of company you are, what kind of products you have, and the type of content you’re producing, you need to figure out which unique link opportunities will most require your attention. I think the major difference between you going out and building low quality links and – say – listing your public company on Yahoo Finance is the reason why. Junk links blasted out in the thousands from private blog networks, blog comments and forum spam not only waste people’s time, but its soul purpose is to inflate your own rankings.

A tech startup should be listed in Crunchbase.com, a skateboarding company should be in a skateboarding directory, your iPhone app should be listed in app sites… See what I’m getting at? Now that I’ve explained that, let’s take a look at real examples so we all get a better idea of a proper and naughty hand (or robot) placed link.

Ze Robots Attack!

Automated link spam is a huge problem and mostly resides in two scenarios in the wild. Firstly, affiliate marketers trying to earn gobs of cash are always throwing down with the likes of Scrapebox, Xrumer or any service you’d find in a SEO/Webmaster forum. The second scenario, and the one that bugs me the most, are SEO companies who utilize these tools and other junk like paid blog posts on clients who have no idea what they’ve just paid for. That’s partly the fault of the company not doing its research beforehand, as well as Google displaying bad marketing at the top of the SERPS. If you do a quick search for “white hat link building” right now, all the ads are selling low quality services that will get you in trouble eventually.

** A note to the Google webspam team as of 09/21/2012 that if we get an unnatural links penalty for this I’m going to be pissed :)

I don’t want to out anyone so I won’t, but use our other site Luxury Branded as an example of Scrapebox and Xrumer at work. Why that site? Well, we first started it off running BuddyPress and soon learned that automated spam bots were too much to handle and we had to kill it and go back to standard WordPress. I started noticing huge jumps in our backlink profile when we had been doing nothing but content marketing. The worst part is that one of the spammers was trying to rank for “preeteen underwear model porn” that’s WAY ILLEGAL and so disgusting that I had to send our logs to the FBI cybercrime division.

Xrumer At Work

So the spammer’s member profile page had a bunch of spam links and dupe content dropped on our site, and from there they spammed that page all over the place. After that happened, we then noticed Scrapebox going to work and it was dropping comments all over the place to the member page and all the other spam hubs this person had set up. It was just the start of the spammer’s efforts, so they weren’t quite ranking just yet.

I tracked the spammer back to their “money site” and saw a shining example of link spam, although it was very diverse in regards to the types of links and anchor text being employed. I think it’s pretty safe to say they’re most likely a member of Blackhat World or Warrior Forum, as the link profile looked like a service you see offered all the time in those forums. Here’s some ad copy from one of those services:

Spammy Links

 
A Natural Link



 
I’ll continue on with a tech startup as an example, and since I’m not outing anything but a normal good link that will send referral traffic and some link juice, I’ll give the example company a natural link. I cannot think of a better place to get all the benefits of a mention for a tech startup than Mashable’s Startup section. On the front page today is Soldsie which launched on Wednesday (read our post on launch bait) and they got some huge coverage.

This kind of link has lead to them being re-blogged a ton, as well as receiving a plethora of social buzz which has shot their Twitter follower number into the thousands. It’s too early to grab a link graph even from Ahrefs, but we can take a look at who’s covered their launch via an easy and quick Google search. Either way, they’re off to a great start and business should be booming for them in the coming month, so kudos and good luck to the team @Soldsie.

Down the road I imagine they’ll be listed with a Wikipedia page, an Aboutus.org page, in Tech Crunch an all over naturally… Some of which they might have to build themselves. So long as they don’t try and influence their anchor text keywords, they’ll do just fine. You can refer to some of our older posts which cover tons of link building ideas that you have to do by hand, but you need to be a legit business to benefit from it. I recommend you read:


Read Part 2: What We’re Doing To Attract Links

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About Ryan Clark

I'm the CEO of Linkbuildr Marketing and the brains behind our branding and blog content. I specialize in effective marketing strategies for hotels, luxury brands and real estate. If your brand is in need of a boost then don't hesitate to contact me for a free proposal. Follow me on Google+: +Ryan Clark Twitter: @Linkbuildr on Twitter. You can also come ask me a question on our Facebook Page.  

5 Responses to Stop Building Links And Start Attracting Them

  1. kader says:

    I dont know how you packed so much useful information into one post and still made it a good read. Something for everybody in there. Good job

  2. This article is absolutely BRILLIANT!! So many amazing tips! Thank you so much for sharing!

  3. Overall a good article but I think saying their is no benefit to getting exact keyword anchor text is ridiculous. If you have a strong and balanced link profile then getting targeted anchor text can still have a major benefit. In fact, if you’re a brand who doesn’t have a primary keyword in your domain then it’s close to a necessity.

  4. Hey Ryan,

    Thanks for the comment and I agree somewhat. In regards to you choosing specific anchor text when you’re cherry picking links, then that’s unnatural and I’d be worried. I’m telling brands and real companies who will never actually build links like say an affiliate, to steer clear of even thinking about anchor text.

    But they still work well and I’m seeing a lot of spammers ranking very quickly and easily for very tough keywords. I just think they’ll soon take into effect the link type and start penalizing/downgrading people for that.

  5. SEORepublic says:

    I found lots of interesting information here. Thanks you for the info.

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