Connect with us

SEO

Top 4 Link Building Mistakes To Avoid In 2022

Published

on

Top 4 Link Building Mistakes To Avoid In 2022

Link building campaigns not meeting your goals?

Feel like your efforts have become a kind of SEO groundhog day? You know, the same thing repeatedly with little to no new results?

Break the cycle of bad link building.

Discover which mistakes you might be making and how to fix them.

On February 2, I moderated a sponsored webinar presented by Michael Johnson, Partnerships Development Manager at Page One Power.

Advertisement

Johnson demonstrated how to identify and correct link building mistakes and provided campaign tips for helping you rank higher and drive more traffic.

Here is a quick summary of the webinar.

To access the entire presentation, complete the form.

Issues In Link Building

Time and again, companies of all sizes face the same link building issues.

They consistently dedicate time, energy, and resources. They follow the same processes, yet they get the same lackluster results.

So what are they doing wrong?

Advertisement

Here are the most common link building mistakes:

  1. Not looking at on-page SEO & search intent first.
  2. Not creating linkable content.
  3. Performing bad outreach.
  4. Setting poor expectations.

[Get The Steps To Overcome These Mistakes] Instantly access this webinar →

Mistake 1 – Not Looking At On-Page SEO & Search Intent First

Looking at and repairing on-page SEO and search intent issues is a must before you start building links.

How to fix this mistake:

In the webinar recap, Johnson gives a great example of what Paycom.com did when they could not rank on page one for the keyword “payroll:”

  • Make sure your target keyword is referenced on your page so that Google knows what you’re all about.
  • Look at who is currently ranking, do some competitor and industry research, and get some suggestions on improving on-page SEO.
  • Show that you’re an expert on your subject matter through a robust content strategy.

[Steps Explained] Instantly access this webinar →

Mistake 2 – Not Creating Linkable Content

Organic link building is about leveraging relationships and finding a common interest within your relationship’s audience.

Linkable content is one way to do that.

Advertisement

How to create linkable content:

Step 1: Look at competitor content.

Use a tool like Ahrefs to find highly-linkable content ideas.

Check out their “Best Pages by Links,” which helps you see what pages on your competitors’ websites have the most links right now.

Ask yourself, why does the competitor’s most linked content stand out?

  • Does it have informational/educational value?
  • What is the piece’s defined audience?
  • Is there an established link authority?

Step 2: Confirm link opportunity.

Before you start creating new content, make sure that there are great sites that may want to link back to it.

Advertisement
  • Use Boolean operators.
    • Small business inurl: links.
    • Entrepreneur inurl: links.
  • Look at a lot of pages.
  • Check if the page links to external sites and similar resources.

[Learn How To Use These & Confirm Link Opportunity] Instantly access this on-demand webinar →

Step 3: Look for similar resources you want to pitch and see who’s linking to them.

Now, look for and make note of additional backlink opportunities by researching the profiles of resources that are similar to the content you’re planning to create.

Building a robust list of source links that you can work from and pages you can try to get links for will prepare you for your future outreach step.

Mistake 3 – Performing Bad Outreach

Bad outreach will derail your link building campaign and ensure you’re ignored or intentionally avoided.

[See examples of good and bad outreach] Instantly access this webinar →

How To Send Good Outreach Emails:

Advertisement
    • Be direct: subject lines should be short, simple, and straightforward.
    • Be specific: include the correct details.
    • Be intentional: include the desired outcome.
    • Be personable: if you wouldn’t say it in person, don’t say it.
    • Be editorial: Use proper grammar, spelling, and punctuation.
    • Get to the point.
    • Explain the value to them and their audience.
    • Show. Don’t tell.
    • Avoid sales or vague language.
    • Understand that web admins are busy, and they get a lot of emails.
    • Send three emails.
    • Call back to previous emails.

Mistake 4 – Poor Expectations

Everybody wants a scalable link building campaign that generates quality, organic links.

Usually, this means linking to promotional transactional pages at the mid and bottom of the funnel. This limits your link building campaign from the onset. You can’t have everything.

Therefore, one of the first things you need to do is set expectations.

So, here are the different configurations you can reliably create:

Page One Power, February 2022

[Learn How To Use This Chart] Instantly access this on-demand webinar →

Set your organization’s expectations around why you want to build links to these kinds of pages and how these pages can help accomplish your overall goals as an organization.

Rise through internal linking by creating various linkable assets and internally link to the core transactional pages you want to influence.

By doing so, you can get organic, quality links at scale and benefit from having more successful campaigns.

Advertisement

Key Takeaways

  • Sometimes links are not the problem.
  • Not having linkable content is a huge mistake.
  • Poor outreach will either get you ignored or avoided.
  • Have realistic expectations about your link building campaign.

[Slides] Top 4 Link Building Mistakes To Avoid In 2022

Here is the presentation:

Top 4 Link Building Mistakes To Avoid In 2022 from Search Engine Journal

Join Us for Our Next Webinar!

7 Big Enterprise Content Marketing Strategies You Need To Know

It’s easy for an enterprise brand to pump out content. But is that content providing value to your target audience and driving ROI?

Learn how to create an effective enterprise content strategy that leads to conversions in our next webinar on February 16 at 2 p.m. ET.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal

Advertisement




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

Google Limits News Links In California Over Proposed ‘Link Tax’ Law

Published

on

By

A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

Advertisement

Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

Advertisement

However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

Advertisement

Featured Image:Ismael Juan/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

The Best of Ahrefs’ Digest: March 2024

Published

on

The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

Advertisement
Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

Advertisement

My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

Advertisement



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Google Unplugs “Notes on Search” Experiment

Published

on

By

Google unplugs Notes On Search Experiment

Google is shutting down it’s Google Notes Search Labs experiment that allowed users to see and leave notes on Google’s search results and many in the search community aren’t too surprised.

Google Search Notes

Availability of the feature was limited to Android and Apple devices and there was never a clearly defined practical purpose or usefulness of the Notes experiment. Search marketers reaction throughout has consistently been that would become a spam-magnet.

The Search Labs page for the experiment touts it as mode of self-expression, to help other users and as a way for users to collect their own notes within their Google profiles.

The official Notes page in Search Labs has a simple notice:

Notes on Search Ends May 2024

That’s it.

Advertisement

Screenshot Of Notice

Reaction From Search Community

Kevin Indig tweeted his thoughts that anything Google makes with a user generated content aspect was doomed to attract spam.

He tweeted:

“I’m gonna assume Google retires notes because of spam.

It’s crazy how spammy the web has become. Google can’t launch anything UGC without being bombarded.”

Cindy Krum (@Suzzicks) tweeted that it was author Purna Virji (LinkedIn profile) who predicted that it would be shut down once Google received enough data.

She shared:

Advertisement

“It was actually @purnavirji who predicted it when we were at @BarbadosSeo – while I was talking. Everyone agreed that it would be spammed, but she said it would just be a test to collect a certain type of information until they got what they needed, and then it would be retired.”

Purna herself responded with a tweet:

“My personal (non-employer) opinion is that everyone wants all the UGC to train the AI models. Eg Reddit deal also could potentially help with that.”

Google’s Notes for Search seemed destined to never take off, it was met with skepticism and a shrug when it came out and nobody’s really mourning that it’s on the way out, either.

Featured Image by Shutterstock/Jamesbin



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS