Online Marketing Blog

[Editor's Note: Please welcome this guest post from TopRank Online Marketing Content Promotions Supervisor, Dana Larson on basic link building tactics for new web sites.]

Despite the constantly evolving nature of search engines and ranking methods, inbound links continue be a significant influence on website rankings. The higher quality the link, the more authority that link passes on.

Sites that have been live and active on the web for many years attract a substantial number of links when well promoted. But, what about those sites that are brand new? How should they go about getting quality links right off the bat?

Here is a list of 5 link building tactics for new websites to get them off on the right foot:

It’s time for another SEO Basics post and this time getting more out of link building efforts is the topic. 

Link building continues to be an important part of marketing and optimizing web sites and web marketers can often get distracted by quantity goals rather than quality.  Link building efforts for search engine optimization purposes rely on clean links that can be crawled by search engine bots.  But what’s a “clean crawlable link”?  It’s one that is not blocked with Robots NoIndex meta tag, JavaScript redirect, blocked with robots.txt or a NoFollow tag.

There are hundreds of ways to attract and acquire links. If link requests, article submissions or other high labor, low impact tactics are used, then it’s important to make sure the links acquired are good for both users and search engines.

We continue our series of weekly SEO basics questions and answer today with a question that acknowledges the value of approaching search engine optimization holistically, but indicates a desire to keep things simple and focus on the basics.

“… you mentioned to use a holistic approach to aid in a better SEO, but specifically what might be the “top 3″ things can I do or focus on my website to best help improve my search rankings on Google”

Since Google dominates the search marketplace, you can read their “How can I create a Google-friendly site?” recommendations. Or you can read on for more SEO insight.

Here’s another search engine optimization Q/A on on the topic of web site marketing via directories compared to search engines plus a bonus on the value of meta search engines.

These are real questions from a web site owner and due to the vintage nature of the topics, reflect the need for ongoing education and updates necessary for anyone involved in marketing through search.

What is the audience of the directories compared to the search engines? What is the benefit of being included in directories ?  What if I only submit my website to algorithmic search engines and not directories: Does it really matter ?

Directories like Yahoo’s Directory and DMOZ.org have been cited by several search engines as logical places for inclusion as part of an effort to acquire inbound links. However, as of October 2nd, 2008 Google no longer includes this recommendation in their Webmaster Guidelines.

When marketing web sites on the internet 10 years ago, people “surfed” the web, clicking on links between sites they already knew about, links from directories and review sites. Search engines like AltaVista, Lycos, Hotbot, Excite, etc were around as well. Remember those?

People like Eric Ward pioneerd the practice of promoting web sites editorially resulting in links from these sorts of resources. Links had to come from relevant sources otherwise the traffic was irrelevant.

Google came on the scene with PageRank and boosted the value of bot detected links. Search engine quality improved substantially but opportunistic webmasters and eventually SEOs, identified and took advantage of as many methods of link acquisition as possible. Many of those links being topically relevant and many completely out of context. Think “link farm”.

The TopRank team works really well together, bringing to each team meeting various areas of expertise and interest, which makes for a well-rounded environment here in our Lake Minnetonka office. We know how to play off of everyone’s strengths and ensure our clients are fully serviced based on their needs and objectives by those who can best take on that role.

Below is a list of our favorite online marketing tips , which – as a team – makes us stronger than each individual.

• Build Out Social Relationships Gradually – Social media and social networking are not “dump and run” tactics. Relationships need to be built over a long period of time in a venue that enhances the product or service you are promoting, which is when the promoted piece gets the most positive attention.

While there is still a debate over the effect of the recession we are in, or even if we are in a recession at all, it seems most companies and individuals are preparing for it the best they can. Talks of budget cuts and conserving resources are on everyone’s minds these days.

So where does search marketing fit in to all of this?

Our expert panel this morning at SMX Advanced – consisting of Jon Miller from Marketo (a TopRank client), Russ Mann of Covario , Dave Davies of Beanstalk Search Engine Positioning and Andrew Beckman of Location3 Media – gave great advice and opinions in how to come out of this recession thriving.

Watch out link-and site-buyers alike! Matt Cutts is in town!

For those of you know don’t know (is there anyone out there who doesn’t?), Matt Cutts is the head of Google’s web spam team; which means any secret we are hearing at SMX Advanced, Matt is making sure the shady tactics aren’t working anymore next week.

Beginning with a pop culture comparison, Matt states that risky link building behavior is a lot like Milli Vanilli. If you do something that will benefit your site right away, like lip synching your way to a Grammy, you will get caught and it wont benefit your company in the future. You will be stripped of your Grammy and acquire a drug problem. And your site will be banned.

Technical issues flavored the beginning of this session at SMX Advanced in Seattle. However, "oopsies" notwithstanding, Blow Your Mind Linkbuilding Tactics was informative with plenty of advice for gaining the authoritative inbound links web sites need to rank well in the search engines.

The session was packed with link builders looking for new and cutting edge linking information. While we listened, Greg Boser, Roger Montti, Jay Young, Stephan Spencer and Todd Friesen did their best to share with the audience how to get the best links. Their tips included:

Two heads are better than one. How many times have we all heard that in our lives?  When having a brainstorming session, it helps to bounce ideas off of one another to generate the best possible solution. Even when saving the world, is it always important to have a sidekick. Or a team of sidekicks.

The same is true of link building teams. It can be considered a general rule of thumb to say “the more, the merrier” when it comes to the size of a team working on link building, social media and content promotion. An experienced team working together will generate far more inbound links and traffic to the target website than just one person – bent over a desk, Red Bull in hand, click-clacking away on the keyword.

Yesterday, Junta 42 announced their latest list of top content marketing focused blogs (Online Marketing Blog came in at #2 in between Copyblogger and PR 2.0) and it reminded me yet again of how important content is for SEO. It used to be when discussing search engine optimization services 5-6 years ago, we’d focus on keyword optimization of content and getting links as independent tactics. Today, it’s a different story.

Of course many of the basics of SEO still apply, such as keyword research, on-page optimization of existing content and solving crawling issues. But attracting links and creating new content are no longer separate tasks. They’re interdependent.

The success formula for content centered link building is simple:

• Establish distribution channels such as blog/RSS, email list, social networks, social content

SES London 2008 – Beyond Linkbait: Getting Authoritative Online Mentions

Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company’s online reputation, whether or not you get links.

Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink
Speakers: Alan Webb, CEO, Abakus Internet Marketing, Mikkel deMib Svendsen, Creative Director, deMib.com and Brian Turner, Director, Britecorp, Ltd.

First up is Alan Webb from ABAKUS.

Link building is a chicken/egg situation. To get the links you need content but to get the content found and linked to, you need the links.