Jon Ball just kicked off his latest presentation on link building strategies at SES Conference & Expo (Twitter hashtag #SESSF, www.SESSanFrancisco.com) in the West Moscone conference room 2008.
Seven White Hat Link Building philosophies are what Google likes, since they want us to play Google’s game, Ball said. “If Matt Cutts–Google’s weapon against spam–was standing over your shoulder, would he like the link?
One of the first strategies he’s tackling is where would you be in a world without Google? Where would your links go? Ball says to start with local links. If you are in Tuscaloosca, get your links in Tuscaloosca. Ball, speaking in a venue where he naturally shines, had an engaged, enthusiastic audience that moved increasingly closer for photographing purposes.
Using the example of couponing, those people who buy a mountain of groceries for 10 cents, and take a photo of them, and post a badge on their site as an award.
Blogging is vital to white hat link building, since it gives you a voice and presence online. It magnifies yours search terms by 100 times, establishes your authority, Ball said.
A productive blog will know who their audience is, will determine the best categories for the blog and will use keyword lists and amazing blog posts. Editorial calendars and readership are crucial, as is promotion, Ball said. It is very important to use social media to promote your blog, buy PPC for it. Interview experts and others and they will share your interviews on their blog for some great links. We gave interviews on our blogs and have gotten great links from it. It’s a blog that has action and meaning for people, advised Ball.
Give some love. If you give love you get love back, Ball said. It works with links as well.
Local Keyword Research
Using keyword news, experts, associations, forums, blogs, trade shows, events and classified ads online. Using online trade associations, classifieds and is a great, free way to get natural looking links.
Guest posting is a strategy that allows you to post guest post articles on target sites in exchange for a link, however you shouldn’t limit yourself to write for us blogs. Those are just a tiny portion of the millions of blogs out there and if you contact them in a human way, a personalized way to do it right, don’t use canned email or an article spun out of your “Article Spinner 2012.” Then ask for a link in the body of the article, and then send a thank you email, and promote the published post with your social media, Ball explains.
Testimonials about great businesses, and post them with links to their sites. Ask for a links, and you’ll get them in return.
Ball also pointed out that forum posting and blog commenting are strategies that have lost some of their shine, but he said they do still work. He also recommended giving away free stuff, holding contests, posting reviews and asking for links in exchange.
His favorite online marketing tactic includes “Going Crazy” such as the Will it Blend campaign.