Unless you are optimizing only for some extremely niche keywords, off-page optimization—building links from other websites to yours—is a critical and significant factor for SEO success. The blog posts cited here, some of the best of 2008 on the topic of link building, provide guidance on how and where to obtain valuable external links. They also offer advice on ineffective tactics and "bad neighborhoods" to avoid.Local Search Ranking Presentation - SMX LoMo 2008 by Website Promotion Is Not Voodoo
Will Scott, president of Search Influence, shares his presentation from the San Francisco for SMX Local Mobile event. His deck actually covers the organic search marketinging basics—keywords, content and links. But his section on "where to get links" is particularly helpful for anyone seeking to optimize local search results.
8 Directory Submission Red Flags by Small Business Search Marketing
Matt McGee offers advice on what to avoid when obtaining links through directory listings, including directories that require a reciprocal link, display excessive advertising, or include a lot of links to low-quality sites.
Link Building: The Future Of Relationships by SEO Book
SEO writer and consultant Peter Da Vanzo writes that getting links to a static brochure-ware sight is really hard, so...don't even try. Instead, think of link building as relationship-building, and start by creating a site that others will want to link to. Instead of page and after page of marketing copy, provides news, advice, assets and opportunities for interaction. For situations where that is not a practical option, Peter provides several other ideas. But regardless of tactics chosen, do try to create an environment for interaction. As he notes in discussing the future of search, "Google will increasingly shift from measuring external popularity metrics, such as linking, to measuring the level of interaction, if they are not already doing so."
Another of Peter's SEO Book posts worth checking out is Small Business Link Building Ideas, which provides eight tactics that smaller firms can take advantage of to better compete on the web with larger, more established players. His tips include using news monitoring tools to react to new developments quickly; taking a stand on a controversial issue within your industry; and creating linkworthy content (glossaries, reviews, advice, tools, assets, news, etc.).
Link Building - 11 More High PR Do-Follow Social Sites by JR’s Internet Marketing Strategies
A follow-up to an earlier post here on Social Marketing - 65 + Social Bookmark and News Sites, this one offers additional valuable social sites for link building including Plime, Listible and Shoutwire, as well as guidance on how to maximize the link value of these sites.
30 Ways to Get Links Naturally & Stop Link Building by SEOptimize
Contending that directory submissions are of decreasing value, and that "Google does not even recommend high quality paid directories any more," this post provides 30 alternative link-building tactics such as developing a browser or blog platform plugin; contributing actively to an online community; offering a free ebook; or organizing an annual competition (or perhaps an annual "Best of" award, that recipients can link back to? That works sometimes.). The suggestions vary in their practicality and applicability (e.g. offering a helpful list of resources is generally easier than providing free music downloads).
Social Interaction & Advertising Are The Modern Day Search Engine Submission & Link Building by SEO Book
Like the author of the previous post, Aaron Wall argues that SEO has moved beyond link building, and that the keys to the next phase in the evolution of search optimization include branding, public relations and social interaction. He believes that while it's still critical to get the basics of SEO (like on-page optimization) right, with each passing day "you need a bit more (economic and/or social) capital to compete."
How To Actually Get Links From Your Linkbait by SEOmoz
This post offers three strategies for getting links from your content even when it doesn't make the first page of Digg. First off is submitting the link to niche social media sites, and to help the author provides links to lists of quality social media sites, social media sites with Pagerank, and niche sites. The next idea is...read the post!
High-Value Link Building is Hard Work by Search Engine Watch
Eric Enge, president of Stone Temple Consulting, details a four-step process for obtaining hard-to-get but high-value authoritative links, and just as importantly, explains how not to approach this process.
The Definitive List (75+) of Link Building Techniques in 2008 by Search Engine People
And the ultimate blog post on link building in 2008 came from (drumroll please...) Jeff Quipp. This outstanding list provides, actually, more than 80 tactics for building links, ranging from the common (online press releases, listings in quality directories) to creative (create profiles on Slideshare and Slideboom and upload your PPT presentations, then add your website link to your profiles) to exotic (create geocities, tripod and aol memberpages accounts so you can give yourself guestbook links).
Previous posts in this series:
Best of 2008: SEO Guidance, Part 1
Best of 2008: Interactive PR, Part 1
Best of 2008: SEO Tools, Part 1
Best of 2008: Search Engine Marketing
Best of 2008: Web Analytics
Best of 2008: Email Marketing Tips
Best of 2008: SEO Keyword Tips & Tools
Best of 2008: Sales & Marketing Copywriting
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Contact Tom Pick: tomATwebmarketcentralDOTcom
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