Link Building: The Basics and Beyond.

1
Link Building The Basics and Beyond.
Mike Grehan. Global KDM Officer Acronym Media
2
Why are we here?
?
this is not a rhetorical question about life
mike means this conference
3
Top ranking pages?
mike borrows Uncle Sam for attention grabbing
effect
?
WHY SHOULD YOU BE ?
4
Citation analysis.
Hyperlink analysis algorithms make either one or
both of these simple assumptions

• Assumption 1 - A hyperlink from page A to page B
  is a recommendation of page B by the author of
  page A.
• Assumption 2 If page A and page B are connected
  by a hyperlink, then they might be on the same
  topic.

mike does some fancy algorithm speak!
?
Web pages linked together are nodes in the Web
graph. When Web page A links to Web page B,
this is a directed edge.
5
Co-citation and bibliometrics.
If page C cites pages A and B, then A and B are
said to be co-cited by C. Pages A and B being
co-cited by many other pages is evidence that A
and B are somehow related to each other.
If page C links to both A and B, then A and B are
connected by an undirected edge in the graph and
are viewed as being co-cited by C.
?
mike may explain this twice as nobody
ever understands first time
6
Social network analysis.
PageRank and HITS Page/Brin - Kleinberg
mike talks scientific stuff while the audience
begins to glaze over and drift off
Pinski Narin Citation Analysis (Uses
influence weights)
Hubs, authorities and communities
Not all links are equal some links are
more equal than others And some are infinitely
more equal.
7
The new science of networks Hubs and authorities.
8
The new science of networks Cyber communities.
9
100 thousand communities from 40 millionweb
pages in Japan.
Masashi Toyoda - Kentarou Fukuchi
Software Makers
Computer Device Makers
Computer Makers
(Digital) Camera Makers
Cable Makers
10
Ten essentials about linkage.
mike now frustrates the audience by making them
frantically search for the pen and notepad that
the person on the chair in front of them is
sitting on

• Remember its quality material whichother
  quality content sites (businesses)want to link
  to. When they link to youtheir reputation
• goes with it!

11
Ten essentials about linkage.

• Search engines do look at the anchor text in
• links (and the text close to the links) to give
• them a clue as to what the existing page is
• about and also what the target page is about.

12
Ten essentials about linkage.

• Search engines have already decided who
• they think is important. So use search
• engines to find linking partners.
• You can use this syntax
• linkwww.blue-widgets.com
• But better to use a keyword/phrase search.

13
Ten essentials about linkage.

• Reciprocal links and buying links

Major directories such as Yahoo! Look for
verticals submit your siteGolf Ezine and
newsletter, article submission and sponsorship
14
Ten essentials about linkage.

• A well run affiliate program can bring you
• plenty of traffic and deliver plenty of sales.
• But an affiliate program could also cause
• havoc with your linking strategy.
• A redirected link via Commission Junction
• or ClickBank (for instance) can deplete the
• power of any direct links you may have
• already had.

15
Ten essentials about linkage.

• Do be choosey about whom you link to and
• who links back to you. Dont approach FFA
• (free for all) sites or Linkfarms for free or
• reciprocal linkage.
• Rule of thumb if its free for anyone its
• probably crap!

16
Ten essentials about linkage.

• Dont try and fake your linkage data,i.e. dont
  create hundreds (or eventhousands as happens)
  of fakedomains simply to point back
• to a page on your main site.
• If nobody is linking to your fakedomains (and
  why would they?)then all you have done is create
  aSpam island ready to be blown out
• of the water.

17
Ten essentials about linkage.

• How do you ask for a link?
• Asking for a link is about asking ifyou can do
  business with somebody.Links are much like
  currency on theweb If you dont have a value
  propositionthen dont bother asking for a link.
• If you do have a value proposition but still
• dont know how to ask for a link you may
• wish to consider very early retirement.

18
Ten essentials about linkage.

• This acquiring links business is verytime
  consuming.
• Should I get someone else to do it?Maybe even
  buy a robot to do it whatdo you think?

19
Ten essentials about linkage.
10 Unless you want to be yahoo! why Waste
time building a link directory when you could
spend time building your content and your
business.
20
But at the end of the day, what does it all mean,
Mike?
the world can be seen as only
connections, nothing else a piece of information
is really defined only by what its related to,
and how its related. There really is little else
to meaning. The structure is everything.
Sir Tim Berners-Lee, inventor of the World Wide
Web.
21
WHITE PAPERS
Underneath the hood Link equity explained.
Filthy linking rich.
Write the word links on the back of you
business card.Give it to me at the end of this
session and Ill email them to you.
www.acronym.com/toronto