Section Three: Step Sixteen

Building Links

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Building Links

Welcome to the second part of the SEO saga. In episode one, we learned about optimizing our site for the search engines. In this episode, we will look at building links back to your site. (As you get more sites, you will want to do this with all of them, but let’s just concentrate on one for now.

Why do we want “backlinks”?

One of the ways the search engines rank your site is by how many legitimate links there are to it from other high ranking sites. Of course, once you have become a household name like Marlon Brando or Pippi Longstocking, people all over the world will be linking to your site and Google will love you dearly. However, until that happens, you are not at the mercy of fate. There are things you can do to control this.

First, though, a word about links. There are two basic kinds of links. They are both good, but one is better.

Raw Links vs. Anchor Links

A raw link is a link that looks like what you are used to links looking like. A raw link to this course would look like this:

http://lightscameramassiveaction.com

It is simple and most people know what it is. (Anyone who has been on the Internet, anyway.)

An anchor link is a link that is hidden behind a word or phrase. So an anchor link for this course might look like this:

Step-by-Step Marketing Training

When you create an anchor link in WordPress, you just highlight the phrase, click on the “link” button and enter the link. In basic HTML, you would use this code for the link above:

<a href=”http://lightscameramassiveaction.com”>Step-by-Step Marketing Training</a>

You don’t need to know what all that means, but if you want to, the pieces of that are this (all you non-geeks can skip over this):

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<a – This is the tag opening. It is an “anchor” tag, so that’s why it’s an “a”. href= – this means “hyperlink reference” and tells the tag where to go when it’s clicked on

“http://lightscameramassiveaction.com” – this, of course, is the link, but it has to be in quotes so the tag knows what to do with it.

Step-by-Step Marketing Training – the word or phrase that becomes the link. </a> this just tells the tag to close so everything after it won’t be part of the link.

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Okay, all the non-geeks can start reading again… One of the great things about using anchor links when creating your backlinks is that you can use your keyword phrase in it. The search engines give a link with a keyword phrase a lot of extra juice, so if your site or a page on your site is optimized for the phrase “golf for beginners”, and Google finds an anchor link back to your site with the phrase “golf for beginners” in it, it will give that link and your site a “Thumbs Up” review when it’s dealing with that search phrase.

And just like in the movies, when you get a thumbs up, more people come see your show!

That’s a little simplified, but you probably get the idea. 

Now that we know what a backlink is and the different kinds, let’s look at…

How To Build Backlinks

There are literally hundreds of ways to build links back to your site. Some are very powerful, some are a little dodgy and some are absolutely “black hat”. We won’t deal with the dodgy or black hat ones except to say, be cautious if someone offers to sell you “thousands of backlinks!” They are probably putting your links on site that have no other information on them except backlinks, which Google really hates, or they’re putting them on sites that have nothing to do with your subject matter, which Google distrusts.

We want to make Google happy.

It would be impossible to list all the ways you can create legitimate backlinks, but here are some that are very good. Once you have several of these in place, you’ll have a very good idea of how it works and you can explore more.

We have already discussed some of these in previous scenes, but as we said last week, they are worth mentioning again, and none of these things are “do it once and forget about it.”

So let’s get started (in no particular order):

Squidoo

Sqidoo – http://Squidoo.com – is a site created by Seth Godin for the express purpose of allowing people to easily build pages on one, very focused topic. Each of these pages is called a “lens”. The people who love Squidoo are rabid about it and there are some “lensmasters” who have hundreds and even thousands of pages on the site. It is free to join and use.

The idea is to create a lens, focused on your keyword phrase, with great information and at least one link back to your site. (Note the “great information” bit. If you just put up a lens that says, basically, “go buy my stuff” it won’t do anyone any good and will annoy the people who love Squidoo, which will annoy Google, which we don’t want to do.) Once you’ve built the lens (it is all drag and drop and very easy to do), you can even

make a bit of money from it by linking it to Amazon, Ebay, etc.

Then, people on Squidoo find your site when searching on your keyword. If they like it, they will interact with it and vote for it. When Google sees that, it gives you another healthy “thumbs up”.

We teach a course on Squidoo that has been very well received. You can learn more about it at http://SquidooMiniSites.com.

NOTE: With all the techniques we talk about in this lesson, good content is important

Articles

Scene Four was all about article marketing and we suggest you revisit it. This is one area that you must continue to do. One article won’t get you much traction. One a month is better. One a week is great. One a day is wonderful.

A short recap of article marketing – write an article of about 400 words that is optimized for a specific keyword phrase. Have that phrase in the title, in the first paragraph, in the description and, of course, in the “keywords” area. Also have it within the body of the article.

In the resource box, which is the area where you can put a link back to your site (on http://eZineArticles.com you must actually own the domain name you are linking to, so if it’s an affiliate link, you should buy a domain, then cloak and mask it with that affiliate link.)

Here is where an anchor link is important. It is okay to have a raw link in your resource box, but an anchor link is better. Some people will put both.

Video

YouTube – http://YouTube.com – is the second biggest search engine on the Internet. And it is owned by Google. That means almost as many people go to YouTube and type in their search phrase as go to Google. If you have created a video (again, we may sound like the movie Groundhog Day with all this repetition, but the content must be

good) and put it on YouTube, when they search there, they’ll find your video.

There are several things to consider:

• • The title you give your video must contain your keyword phrase
  • You should have the keyword phrase appear in the description
  • You should have the keyword phrase appear in the “keywords” box
  • Some people even suggest that the video file name should contain your keyword phrase, such as “golfforbeginners.mp4″

To make your videos, of course, you could go out and buy an expensive camera or camcorder, a ton of lighting equipment and spend a year or two taking photography courses. We don’t recommend this, unless you plan on moving to Hollywood.

Most smart phones and tablet devices have cameras in them. You can also get a small Flipcam or other small camera for very little money.

Depending on what your subject is, you can do a “talking head” video where you just sit in front of the camera and talk about your subject. You can also interview other experts and use those. You may also simply make a video where you or someone is actually doing what you’re talking about. These are great for exercise and sports topics (such as golf), for building things, etc.

Another option is to do a “slideshow” video with either some software like Camtasia or with one of the many free or inexpensive online resources. Simply create a PowerPoint presentation, the record your screen and your voice as you go through it.

If you have any video editing equipment, it’s a great idea to have your URL at the end of the video, but it is also vital that you have it in your description. This is your link back to your site.

Once you have your video posted on YouTube (or any of the hundreds of other video sharing sites such as http://Vimeo.com, http://Viddler.com, http://Blip.tv and http://DailyMotion.com) it’s a great idea to embed it on your blog. This does several things:

• • It gives you more content on your blog – and people love video
  • It starts creating a web of links back and forth between you and other sites
  • It makes YouTube happy

• • When people watch the video on your blog, it increases your “viewed” count on YouTube, which makes Google and YouTube like it better and you get more Thumbs Up.

You should also post your videos on the social media sites, which we’ll discuss below. Once you get the hang of posting videos, consider doing a video series on a specific topic. Don’t give all your information away, but create a series of videos that clearly establishes you as the expert on the subject. When someone stumbles upon one with a search, they will very likely watch more in the series, giving you a lot more “Google Juice”.

On a side note about video, getting video testimonials is a great thing to do. You get more content on your YouTube channel, and you can embed them on your sales page to give it great legitimacy and what is called “social proof”.

Social Media

In the last few years, Social Media has taken over the Internet. There are tons of social media sites, some fairly general and some for very specific niches. The three main social media sites are http://Facebook.com, http://Twitter.com, and http://LinkedIn.com (Which is more geared toward business relationships than social ones.)

One of the main things to remember about social media is to interact. Don’t just make “buy my stuff” posts or no one will follow you.

When creating your social media profiles, make sure you have a link back to your site in your description. On Facebook, have a “fan page” besides your personal profile. On both Facebook and LinkedIn, join and interact with groups. On Twitter, create lists of people who are interested in your subject. People actually can and will follow your lists!

Social media posts are fleeting, but they are indexed by the search engines. And the more followers, fans and friends you have, the more juice it gives to the links in your profile and in your posts.

Social Bookmarking

Social bookmarking sites are places where people register sites on the Internet of interest to them. Some of the most popular ones are http://Reddit.com, http://Digg.com, and http://StumbleUpon.com They’re all free. They’re similar but each one has its own flavor. Take a look at all of them. See how they work. You may have heard people “dig” a page or “stumbleupon” a

page. This means they have found something on the Internet that they liked and want to tell other people about. Each of these sites has bars you can load in your browser so you can suggest pages you happen on and like.

It is very good form, if you want to show up on any of these pages, to also help other people show up there, too.

As for you showing up, there are several WordPress plugins you can find that will put buttons on your posts and pages so people can dig, stumbleupon or even “like” your page with only one click.

Having a presence on any of these social bookmarking sites will not only get you great backlinks, it will get new people to know about and visit your site!

Commenting on Other Blogs and Forums

When you visit someone else’s blog and like what you read, leave a comment. Again (yes, we repeat it once again) have the comment be good information. This does several things. It creates a relationship with other people in your niche, it shows you are, indeed, an expert, and, when you enter your web address in the field, it creates a link back to your site.

When you find a forum in your niche, join it. Interact with the other people on the forum. Give good information. Most forums don’t like you to put links in your posts, but love for you to put them in your signature, which will appear at the bottom of every post you make on the forum. (A few forums don’t want you to put promotional links in your signature, so make sure it is allowed. If it is, they usually not only allow it, they encourage it.)

As we said at the beginning, there are lots more ways to create links back to your site that will help the search engines find you and will give your site legitimacy. Focus on these few to begin with then you can start looking at others such as regular press releases, guest blogging and podcasting.

Action Steps

Choose at least two ways to create back links to your site.

Create good content for both of those ways

Go create the back links!

Next week:

We look at membership sites