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Wordtracker's Free Link Building Guide

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Wordtracker's Free Link Building Guide Link Building Made Simple Wordtracker’s Free Link Building Guide Ken McGaffin www.wordtracker.com Contents Introduction 4 Chapter 1: Plan your link building strategy 7 Chapter 2: Measuring your success 17 Chapter 3: What’s the current situation 21 Chapter 4: Networking and link prospecting 42 Chapter 5: Create the right content 73 Chapter 6: Promote! 84 Special Offer 92 Link Building Made Simple | 2 The Wordtracker Academy Free articles, case studies, tips and tricks to help you grow your online business through effective keyword research, pay per click advertising and search engine optimization (SEO). We’ve commissioned some of the world’s best online marketing and SEO professionals to be your guides. Follow Wordtracker on Twitter, Google+, YouTube, LinkedIn and Facebook. Need help with your online marketing? We’re here to help, so if you’ve any questions about this book or your search marketing strategy, we’re happy to answer your questions. Just email [email protected] Link Building Made Simple | 3 Introduction Introduction The benefits of link building Links bring your business multiple benefits that will repay your investment many times over. Quality links boost your search engine rankings – so that you get more traffic and sales. The higher you appear in search engine results pages, the more traffic you’ll get and the bigger response you’ll get to all your marketing initiatives. Quality links bring you direct visits to your site – because people click on links to arrive at your site so again you get more traffic and sales. Even better, if they’ve just been reading about you on an external site, they’ll already have a positive impression of what you have to offer. Quality links establish you as a leader – no matter what market you’re in, there’s an informal community of websites that your potential customers will use. When they regularly see links to your site, they’ll think of you as a leader in your market. Quality links attract more quality links – once you’re seen as a leader other sites will want to talk about you, comment on your products and link to you - without you having to ask! Quality links keep on working – unlike advertising, links usually stay in place and continue to bring you traffic and sales for years into the future. Quality links connect you with people – if someone has taken the time to link to you, then they’re interested in what you do. That gives you tremendous opportunities for getting to know the people behind the sites that link to you, and building relationships for mutual benefit. Getting quality links to your site is one of the most productive marketing strategies you can use. Google and the power of links It’s hard to believe it today, but Google was once a little known start-up arriving on an already crowded search engine scene. But the impact Google made was immediate - because they consistently delivered better results than the established search engines. Link Building Made Simple | 4 Introduction And they delivered better results because they realized the quality and structure of links pointing to a page could give an objective view of its real worth. So pages that had good links would be inherently more valuable than pages that did not. Google now dominates the search engine market and to be successful online, you simply must be successful on Google. And that means putting the power of links to work for your website. Links and your site No matter what size your business, no matter what sector you’re in, no matter whether you’re a start-up or a well established business, link building can play a central role in your success online. Getting quality links does take time and effort. But everything that’s worthwhile in business takes time and effort – link building is no different. This book will take the mystery out of link building and will guide your efforts so that you get benefits as early as possible. We’ll show you how to find quality link prospects, how to approach sites asking for links, how to create content that is going to attract links, how to promote your website through links and how to engage with your online community. The link building process In this e-book, we’re going to give you the process you need. We’ll show you each of the seven essential steps: • Strategy – how to set realistic objectives and plan the work that you need to do • Management and metrics – how you need to organize yourself and measure your progress • Networking and prospect hunting – how to find link prospects, collect contact details and build relationships • Content creation – it’s the content that you create that will bring you your most valuable links - we show you the content you must have Link Building Made Simple | 5 Introduction • Promotion – making link requests, using social media and online PR • Monitoring – what and how to monitor and report on your progress • Building on your success – link building never stops and this e-book tells you how to use your success as a launch pad for even more links And that is what is at the heart of this e-book – a process where you can research, manage and monitor your link building efforts. A process where your success is almost guaranteed, if you put in the work required. If you have a process and stick at it: • You have a clear path to follow and you know exactly what you should be doing. • You can use the same process time and time again over multiple projects. • You can educate others in your team to follow the same process. • You can scale your efforts. • You’ll get better and better at implementing the process as your confidence grows. • You’ll add your own ideas and innovations to the process to make it uniquely yours. The Link Builder tool The concepts, methodologies and examples we’ll be using in this book are universal to link building. We’ve used them over the last decade to make Wordtracker one of the most popular and well-linked sites in our market. Follow the logic and the process and you too will succeed. To help you, we’ve taken our many years’ experience and created the Link Builder tool. You’ll learn a lot about link building from this free e-book. But you’ll learn even more with a free trial of the tool, available here: www.wordtracker.com/linkbuilder Sign up today and we’ll send you $155 of link building goodies - yours to keep. Link Building Made Simple | 6 Plan your link building strategy Chapter 1 Chapter 1 | Plan your link building strategy Be specific about what you want to achieve The more specific you are about what you want to achieve, the easier it will be to reach your goal. Your objectives could be about: • Increasing direct sales from your site • Building links to improve your SEO • Increasing your presence on specific authority sites within your market • Making more people aware of your brand name • Improving your search rankings for anyone searching on your brand name Which of these you choose depends on your own business situation. Take some time now to think about what your objectives really are. Talk it over with your partners, your staff or other website owners. Even having this discussion can help clarify your approach to link building and what your priorities should be. Many people who start link building don’t succeed. Why? Well, because link building takes time and effort and if you underestimate that you may become disillusioned and give up. Set your expectations too high, too early and you will fail. So start cautiously and give yourself a chance to succeed. For example, your objective might be: “to publish six guest posts on external sites within the next two months” Once you’ve reached your objective, set another higher one and stretch yourself a little bit more. Setting the right expectations – ‘defining your objectives’ in management speak – at an early stage sets you up to succeed. Link Building Made Simple | 8 Chapter 1 | Plan your link building strategy An objective has three essential ingredients: • It must be measurable – if you don’t know how to measure it at the start, how will you know that you’ve succeeded? (In the example above, I’ll know I’ve succeeded when I’ve got six external posts). • It must have a target date – things can really drift if you let them. But there’s nothing so motivating as setting yourself a deadline – a target date by which you achieve your objective. (I’ve said “in the next two months” - that’s clear). • It must be realistic – you must feel that you really can achieve your objective. (Do you have the time and the ability to write six good posts in that time?) Only you can answer these questions so think about them, draft some objectives then sleep on them overnight. It’s worth spending the time doing this honestly. The resulting clarity will mean that your link building efforts have a much higher chance of success. And once you’ve done that you must do something really important: “Write your objectives down and paste them up on the office wall” The funny thing about people is that once we set ourselves a goal, we have a natural, stubborn tendency to stick at it. But whatever your goal, the important thing is that you set it and that you write it down.
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