How to Handle Off Page SEO Part 5

Al-Reza The Edutainment

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Transcript

00:00In the last video, we talked about the basic strategy you'll use for your on-page SEO.

00:11But what about link building?

00:14How has that changed in recent years?

00:18Once again, the key is to focus more on quality rather than quantity.

00:23If you once had a thousand different links all coming from low-quality websites,

00:28this could now actually stand to hurt your SEO, as it will look like link spam.

00:35If you've been guilty of using these old practices in the past,

00:38you might want to consider Google's link disavow tool,

00:43which you can find here at google.com forward slash webmasters forward slash tools

00:50forward slash disavow hyphen links hyphen main question mark pli equals one.

00:59And there is a posting on Google's blog which explains how the tool works and everything.

01:06And you can read more about that at support.google.com forward slash webmasters forward slash answer

01:14forward slash 2648487 question mark hl equals en.

01:24And what these tools do is it allows you to tell Google that you didn't ask for the low-quality links

01:31and thereby prevent them from affecting your ranking.

01:35The fact that tools like this exist show that Google does still support good SEO, by the way.

01:41Once you've removed all your low-quality links, you need to start looking for high-quality links.

01:48Which ones are those?

01:50Simple.

01:51They're the ones that follow all of the advice that we gave in the last video on on-page SEO.

01:57These should be sites that are relevant to your niche stroke industry,

02:02but also ones filled with the very best quality content and which seem to have an entirely engaged user base.

02:10In other words, look for the very best sites in your niche.

02:13Make your site as good as theirs and then approach them for a link.

02:18The sites that Google will rank highest for a particular search term

02:22are the ones that appear the most relevant and that have the best content and the best design.

02:28At the same time, though, they will also be the ones that have the most trust.

02:34This means Google considers them an authoritative resource

02:37and expects the information on their site to be accurate and well-written.

02:41This is something that sites like Moz have tried to quantify with terms like trust flow.

02:49However, there's no defined method of determining a site's trust

02:53and instead we have to infer the best strategies for building trust, as usual.

02:59What we do know is there are some sites that Google trusts absolutely implicitly.

03:08These are sites like Harvard.edu, BBC News, etc.

03:13And how does it know it can trust them?

03:16Well, the current understanding is that Google will trust sites

03:20which either have a very well-organized brand name, like the BBC or The Verge,

03:26or sites that have .edu or .gov domains.

03:31So, how can the rest of us thrive?

03:34Well, simple.

03:35We try to get links that come from those highly trusted resources.

03:40If you were able to get a link from BBC News, for example,

03:45this would absolutely transform your success.

03:48You would find you got hundreds of thousands of visits to your site

03:52simply from people clicking on your link

03:54and this would result in hundreds or even thousands of dollars

03:57in AdSense and sales overnight.

04:00Meanwhile, if the content that was linked to was good,

04:04thousands of these people would post your link and share it.

04:07And more importantly, Google would sit up and take notice

04:10that the BBC had linked to your site.

04:14A highly trusted authority is linking to your site,

04:17suggesting that your site is also a highly trusted authority.

04:21This will be worth more to you than a million links you bought,

04:25traded or posted on link directories.

04:28If you can't get a link from the BBC,

04:31then where can you get a link from that will have a similar result?

04:36Unfortunately for many of us,

04:37it's nearly impossible to get a response from a massive site like the BBC,

04:42unless perhaps we have a newsworthy story and a useful contact.

04:46And so we're going to have to look elsewhere.

04:49A good place to start is with the Google News section of the SERPs.

04:54If you search for something like election results during an election,

04:59then you'll find that a few results are highlighted at the top of the page

05:03with an image and a snippet of text, as you can see here.

05:08Now, if you click here on the News tab,

05:14you can find more news and stories.

05:18Now, these news stories aren't manually curated,

05:22but are rather selected from sites that Google trusts.

05:26If a site is in Google News,

05:28then it's a pretty sure sign that that site has made it,

05:31especially in a competitive niche.

05:33And thus, it shows you exactly where you need to be getting your links from.

05:39If you can get links from any of these sites,

05:42then you're going to get almost the same boost as you would get from the BBC,

05:47although to a lesser degree.

05:50But how did these sites make it so big?

05:53Perhaps they got links from the BBC,

05:55in which case you're getting some of the benefit via their link to you.

06:00And the same thing would happen if they had a link from a site

06:04that had a link from the BBC.

06:07Try to think of this as a game of degrees of separation.

06:11You might struggle to get in touch with the very biggest authorities on the web,

06:16but if you can indirectly trace a link back to a big site,

06:20then you'll enjoy more love from Google the closer that relationship is.

06:24Chances are that you already know what the biggest sites in your niche are.

06:31These are the sites that are household names

06:33and that everyone goes to when they want information on your subject.

06:38Chances are they're also the same sites that end up in Google News.

06:43And because they're so big,

06:45they've probably got links coming in from other big sites.

06:48So, how do you get these big sites to answer you

06:51so that you can get some benefit from their links?

06:54And seeing as you're no longer allowed to buy links or do link swaps,

06:58how do you get them to link to you?

07:01Well, generally, the answer that most SEO experts recommend

07:06is using guest posts.

07:08A guest post is like a link swap,

07:11except that instead of swapping a link for a link,

07:14you're swapping free content for a link.

07:16Your job is to scope out sites

07:20that might be responsive to a message from you.

07:23Look at the type of content they publish

07:25and then write a post that's along the same lines.

07:28You then contact the site owner by email

07:30and show them your content,

07:32asking if they would like to publish it.

07:35The deal is that they can publish a post,

07:37but only if they include a link back to your site in exchange.

07:41They can do this by putting your link and bio in an author box,

07:46or they can do it by including your link naturally

07:49in the content of the article.

07:51By embedding the link this way,

07:53you make it look a lot more natural

07:55and you can send even stronger signals

07:57about the topic of your post.

07:59And remember that it's also highly important

08:02for the topics of sites linking to you

08:04to match the topic of your site.

08:06And this way,

08:07you're not only posting on a site you chose in your niche,

08:10but you're also filling it with a directly relevant post.

08:15This is a fantastic way to build links,

08:18but there are a few caveats.

08:21The first is that you still need to be careful.

08:25Matt Cutts, who used to work on Google Search,

08:28has made it clear that the overuse of guest posting

08:31can still lead to penalisation.

08:34This is still a form of link manipulation.

08:37Likewise, you need to be careful

08:41about constantly using the same anchor text

08:45and generally being predictable.

08:47Mix it up.

08:48Finally, consider that it will still be hard

08:51to get an answer from top influencers in your niche.

08:55The solutions include

08:56making sure that your content

08:58and the sites you're linking to are great quality

09:01so that the creator will be happy

09:03to be associated with them.

09:05Delivering real value in the guest post.

09:09Spending some time developing a relationship first,

09:12perhaps by sending some emails

09:14and maybe by leaving some comments on their blog.

09:18Starting relatively small and working your way up.

09:21Look for blogs that are just ahead of yours.

09:24Each time you succeed,

09:26your site will get bigger

09:27and you'll be able to approach

09:28a slightly bigger influencer next time.

09:31Use your existing contacts.

09:34Maybe you have a friend who owns a blog.

09:37Network in person.

09:39And for making a big impact,

09:41nothing beats the power of actually

09:42meeting a blogger or a site owner in person

09:45and making a connection that way.

09:48Go to SEO networking events

09:50and generally don't be afraid to pick up the phone.

09:52A key lesson to apply

09:56to pretty much every aspect of SEO

09:59is not to get carried away

10:01when you find ideas that work.

10:03For example,

10:04just because quality is key,

10:06that doesn't mean that you need to disavow

10:09every low quality link

10:10and only ever build links from the top sites.

10:13Why?

10:14Well, you guessed it.

10:15It looks unnatural again

10:16and actually looks like manipulation.

10:18Take a look at sites like the BBC

10:22and you'll see that they have a huge

10:24and highly diverse link profile.

10:28They'll have links from massive sites

10:30but also tiny spam sites.

10:33When a site is truly successful,

10:35it'll lose control over all of its links

10:38and this can be useful

10:39to make your links profile

10:41as diverse as possible.

10:44And one of the very best ways to do this

10:46is with link bait.

10:48Link bait is an article

10:50you've written specifically

10:51to try and get as many links to it as possible.

10:55How?

10:56One answer is to make your article

10:58a powerful resource,

11:00meaning that it will become a place

11:01for people to learn a particular subject matter.

11:04An example of this

11:06is the excellent guide to testosterone

11:08published on the art of manliness.

11:11This post goes much more in depth

11:13than many similar blogs

11:15on the same subject

11:16and as a result,

11:17countless other articles

11:19have linked to it as a resource.

11:23Another option is to create a post

11:26that will somehow support a discussion.

11:30A good example of this

11:31is the post

11:32How to Win an Argument with a Nutritionist,

11:35which includes links to studies

11:37that disprove outdated notions about nutrition.

11:40The article is perfect link bait

11:43because people will regularly use it

11:45in online arguments

11:46to prove their point.

11:49Finally,

11:50one more very useful strategy

11:52for your backlink strategy

11:54is to perform backlink research

11:56for other sites.

11:58Look at your competition

11:59and look at which sites

12:01have got the most traffic in your niche.

12:03Then,

12:04once you've found which ones those are,

12:06try to get links from the same site.

12:08Not only does this method

12:10ensure that you're going

12:11after the right links,

12:13links that have a proven track record,

12:15but it also helps you to find links

12:16that are likely to allow guest posts.

12:18You've been looking at points.

12:20You can see that a lot of people

12:21that have got a lot of information

12:22to know you once again.

12:23You can see that once I've mentioned

12:24you're given to that of the patient

12:25that is not a good time.

12:25You can see that

12:26you'll see a lot of people

12:26that are going if you're a little bit

12:27about your practice.

12:28There's a lot of people

12:29that have a lot of people

12:32that have an error of protecting your mind.

12:33Maybe you'll be doing that

12:35to know what the job is.

12:38And I've been doing that

12:40like a lot of people

12:41and we're doing that

12:43because we're going to prepare

12:44a lot of people

12:44that have to do

12:45what you have

12:46like a lot of people

12:47about your job.

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