PubCon Live: Links With Maximum Juice and Minimum Risk

10:11:37 AM Barry Schwartz: We start in a few minutes

10:12:00 AM Barry Schwartz:

10:14:45 AM Barry Schwartz: Loren Baker, Arnie Kuenn, Kenny Hyder
Moderator:
Jessica L Bowman

10:15:16 AM Barry Schwartz: Kenny Hyder up first

10:15:47 AM Barry Schwartz:

10:16:51 AM Barry Schwartz: 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.

10:18:29 AM Barry Schwartz:

10:18:36 AM Barry Schwartz: Some examples for you in the image

10:19:04 AM Barry Schwartz: Step 2: Finding these sites...

10:19:27 AM Barry Schwartz: He uses advanced search operators, soloseo.com/tools/linkSearch.html

10:19:34 AM Barry Schwartz: Look at blog directories, search on twitter

10:20:06 AM Barry Schwartz: He looks for blogs, news sources, retailers and schools - but in short, look for the authorities in the industries. It varies by industry.

10:20:24 AM Barry Schwartz: Do not look for forums, directories or basic lists - those are stuff he avoids.

10:21:33 AM Barry Schwartz:

10:21:35 AM Barry Schwartz: Good luck reading that.

10:22:50 AM Barry Schwartz: Next step is to contact these sites... Get their email addresses, figure out your budget for the links, email templates

10:23:26 AM Barry Schwartz:

10:24:30 AM Barry Schwartz:

10:24:59 AM Barry Schwartz: Try to follow up with these people...

10:25:20 AM Barry Schwartz: Next step is the negotiation and the link placement on the site.

10:26:20 AM Barry Schwartz: 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.

10:27:27 AM Barry Schwartz: If none of that works, then you always have $ to pay them.

10:27:46 AM Barry Schwartz: Then link placement. Be direct, send them the html to use for the link and tell them how to use it.

10:29:26 AM Barry Schwartz:

10:29:26 AM Barry Schwartz: It comes down to

10:29:46 AM Barry Schwartz: Next up is Loren Baker

10:30:13 AM Barry Schwartz:

10:30:31 AM Barry Schwartz:

10:30:44 AM Barry Schwartz: He started building links almost pre-Google PageRank

10:32:26 AM Barry Schwartz: They did it for traffic and conversion purposes.

10:32:47 AM Barry Schwartz: Then Google came along and everything changes with linking...

10:33:23 AM Barry Schwartz: 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.

10:33:29 AM Barry Schwartz: This doesn;'t work as well now.

10:33:46 AM Barry Schwartz:

10:33:47 AM Barry Schwartz: So now we are back

10:34:20 AM Barry Schwartz: Now you take the SNOW approach to link building
- Scale
- Natural
- Occurrences
- Widely

10:34:34 AM Barry Schwartz:

10:35:59 AM Barry Schwartz: Look at your and and compare it to your competitors and affilaites and so on are doing.

10:36:26 AM Barry Schwartz: 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

10:36:56 AM Barry Schwartz:

10:37:06 AM Barry Schwartz: Love these slides, hence taking a lot of pics of them....

10:37:30 AM Barry Schwartz: It is not about brute force and more about quality over quantity

10:39:01 AM Barry Schwartz: Is the site something that would gain links. Make your site into a "link magnet" and this is where content marketing does.

10:39:24 AM Barry Schwartz: 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.

10:40:34 AM Barry Schwartz: Target has a video library in their press room

10:41:05 AM Barry Schwartz: Food Network does a ton on the blogging side

10:41:14 AM Barry Schwartz: Top 10 lists are still great

10:41:30 AM Barry Schwartz:

10:41:35 AM Barry Schwartz: It all started with the ten commandments :)

10:43:59 AM Barry Schwartz:

10:44:12 AM Barry Schwartz: Also try infographics, people love it

10:45:00 AM Barry Schwartz:

10:45:40 AM Barry Schwartz:

10:46:08 AM Barry Schwartz:

10:47:09 AM Barry Schwartz:

10:48:22 AM Barry Schwartz:

10:49:16 AM Barry Schwartz:

10:49:42 AM Barry Schwartz: Last up is Arnie Kuenn

10:55:27 AM Barry Schwartz: Sorry had to jump out for 5 minutes back.. He is giving examples of how he got links...

10:56:49 AM Barry Schwartz: Free ebooks attract links

10:56:56 AM Barry Schwartz: Infographics attract links

10:58:44 AM Barry Schwartz: Blogs with good content attract links

10:59:19 AM Barry Schwartz:

10:59:50 AM Barry Schwartz: 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."

11:01:45 AM Barry Schwartz:

11:02:56 AM Barry Schwartz: Then see what works for your competitors... You can use Open Site Explorer or other tools.

11:04:23 AM Barry Schwartz:

11:06:02 AM Barry Schwartz:

11:08:24 AM Barry Schwartz:

11:08:43 AM Barry Schwartz:

11:09:13 AM Barry Schwartz: Q&A time

11:10:51 AM Barry Schwartz: None of the panelists use automated tools to get links

11:15:42 AM Barry Schwartz: Next session in 15 minutes: Real World Low-Risk High-Reward Link Building