PubCon Live: Links With Maximum Juice and Minimum Risk

Nov 10, 2011 - 1:10 pm 0 by

click for full sizeBelow is live coverage of the Links With Maximum Juice and Minimum Risk panel from the PubCon 2011 conference.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

Finished Auto-Refresh: Off
Barry Schwartz: 10:11:37 am
We start in a few minutes
Barry Schwartz: 10:12:00 am
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Barry Schwartz: 10:14:45 am
Loren Baker, Arnie Kuenn, Kenny Hyder
Moderator:
Jessica L Bowman
Barry Schwartz: 10:15:16 am
Kenny Hyder up first
Barry Schwartz: 10:15:47 am
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Barry Schwartz: 10:16:51 am
Step one: Prospecting, find out where you want to get links from. I want links from related industries b/c no one in my industry has that.
Barry Schwartz: 10:18:29 am
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Barry Schwartz: 10:18:36 am
Some examples for you in the image
Barry Schwartz: 10:19:04 am
Step 2: Finding these sites...
Barry Schwartz: 10:19:27 am
He uses advanced search operators, soloseo.com/tools/linkSearch.html
Barry Schwartz: 10:19:34 am
Look at blog directories, search on twitter
Barry Schwartz: 10:20:06 am
He looks for blogs, news sources, retailers and schools - but in short, look for the authorities in the industries. It varies by industry.
Barry Schwartz: 10:20:24 am
Do not look for forums, directories or basic lists - those are stuff he avoids.
Barry Schwartz: 10:21:33 am
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Barry Schwartz: 10:21:35 am
Good luck reading that.
Barry Schwartz: 10:22:50 am
Next step is to contact these sites... Get their email addresses, figure out your budget for the links, email templates
Barry Schwartz: 10:23:26 am
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Barry Schwartz: 10:24:30 am
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Barry Schwartz: 10:24:59 am
Try to follow up with these people...
Barry Schwartz: 10:25:20 am
Next step is the negotiation and the link placement on the site.
Barry Schwartz: 10:26:20 am
Work with the brand so it isn't just a basic link but works within the site. Your site is a resource not just a web page.
Barry Schwartz: 10:27:27 am
If none of that works, then you always have $ to pay them.
Barry Schwartz: 10:27:46 am
Then link placement. Be direct, send them the html to use for the link and tell them how to use it.
Barry Schwartz: 10:29:26 am
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Barry Schwartz: 10:29:26 am
It comes down to
Barry Schwartz: 10:29:46 am
Next up is Loren Baker
Barry Schwartz: 10:30:13 am
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Barry Schwartz: 10:30:31 am
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Barry Schwartz: 10:30:44 am
He started building links almost pre-Google PageRank
Barry Schwartz: 10:32:26 am
They did it for traffic and conversion purposes.
Barry Schwartz: 10:32:47 am
Then Google came along and everything changes with linking...
Barry Schwartz: 10:33:23 am
Everything became about exact match anchor text. Google created a marketplace for link acquisition. Linking went off track, it wasn't a form of marketing, instead, it is a form of manipulating Google results.
Barry Schwartz: 10:33:29 am
This doesn;'t work as well now.
Barry Schwartz: 10:33:46 am
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Barry Schwartz: 10:33:47 am
So now we are back
Barry Schwartz: 10:34:20 am
Now you take the SNOW approach to link building
- Scale
- Natural
- Occurrences
- Widely
Barry Schwartz: 10:34:34 am
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Barry Schwartz: 10:35:59 am
Look at your and and compare it to your competitors and affilaites and so on are doing.
Barry Schwartz: 10:36:26 am
You need to understand your existing links... What type of links point to your home page? Links point to your content? To your blog? etc
Barry Schwartz: 10:36:56 am
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Barry Schwartz: 10:37:06 am
Love these slides, hence taking a lot of pics of them....
Barry Schwartz: 10:37:30 am
It is not about brute force and more about quality over quantity
Barry Schwartz: 10:39:01 am
Is the site something that would gain links. Make your site into a "link magnet" and this is where content marketing does.
Barry Schwartz: 10:39:24 am
Turning your site into a content library. It is about not just giving your audience a reason to visit the site but also share the site.
Barry Schwartz: 10:40:34 am
Target has a video library in their press room
Barry Schwartz: 10:41:05 am
Food Network does a ton on the blogging side
Barry Schwartz: 10:41:14 am
Top 10 lists are still great
Barry Schwartz: 10:41:30 am
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Barry Schwartz: 10:41:35 am
It all started with the ten commandments :)
Barry Schwartz: 10:43:59 am
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Barry Schwartz: 10:44:12 am
Also try infographics, people love it
Barry Schwartz: 10:45:00 am
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Barry Schwartz: 10:45:40 am
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Barry Schwartz: 10:46:08 am
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Barry Schwartz: 10:47:09 am
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Barry Schwartz: 10:48:22 am
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Barry Schwartz: 10:49:16 am
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Barry Schwartz: 10:49:42 am
Last up is Arnie Kuenn
Barry Schwartz: 10:55:27 am
Sorry had to jump out for 5 minutes back.. He is giving examples of how he got links...
Barry Schwartz: 10:56:49 am
Free ebooks attract links
Barry Schwartz: 10:56:56 am
Infographics attract links
Barry Schwartz: 10:58:44 am
Blogs with good content attract links
Barry Schwartz: 10:59:19 am
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Barry Schwartz: 10:59:50 am
He asked the audience who hates link building and leave your hands up. He then took a picture and said, "I told my office I'd come back with leads."
Barry Schwartz: 11:01:45 am
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Barry Schwartz: 11:02:56 am
Then see what works for your competitors... You can use Open Site Explorer or other tools.
Barry Schwartz: 11:04:23 am
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Barry Schwartz: 11:06:02 am
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Barry Schwartz: 11:08:24 am
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Barry Schwartz: 11:08:43 am
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Barry Schwartz: 11:09:13 am
Q&A time
Barry Schwartz: 11:10:51 am
None of the panelists use automated tools to get links
Barry Schwartz: 11:15:42 am
Next session in 15 minutes: Real World Low-Risk High-Reward Link Building
 

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