Saturday, May 16, 2009

Structuring a Link Building Campaign

There are five major components to a link building campaign.
These are:

1. Getting links from authoritative domains
2. Getting links from a volume of domains
3. Getting links to pages other than the home page (also known as "deep links")
4. Local links for local rankings
5. Getting the anchor text needed to drive rankings.

1. Getting Links from Authoritative Domains

Major government sites, major university sites, or major media sites are potentially authoritative.
No public data available to identify authority Collect the most likely 10 potentials
See which of those 10 has the most links from the other nine.

Need to figure out what it will take to get these types of sites to link
What? Where?
Direct and indirect approaches of getting links

2. Getting Links from A Volume of Domains

100 links from one domain are not nearly as valuable as one link from 100 domains.
Vote / Editorial decision

3. Getting Links to Pages Other Than The Home Page (aka “Deep Links")

Publishers should look to get links to each major section of their site.
Each page on a web site has the opportunity to rank for different search terms.
Supporting those pages with direct links will help them rank better.
This is particularly true for larger sites, but is also applies to sites of any size.

4. Local Links for Local Rankings

Publisher should also look to obtain links from other local businesses.
A link from the local chamber of commerce is likely to be helpful in ranking for local search terms.
Other similar sources are –
Local business directories
The local chapter of the Better Business Bureau
Local libraries
Local businesses
Local clubs
Getting links from these sources reinforces the local theme of the publisher’s site or web page.

5. Getting The Anchor Text Needed to Drive Rankings

One of the most powerful factors in search rankings.
SEs use anchor text to provide further evidence of what the page receiving the link is about.
Since these are assumed to be specified by the person giving the link, it is a factor that is potentially very powerful.
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