Choose The Present Events For Link Building

Attracting a lot of awareness with your website is one of the best ways to build links. Giving your website a lively role in present events is a lot more efficient than creating the media attention from scratch. Here's how to arrange your website for future events so you can draw links with your prompt response.

Pick Up on accessible Attention

There are many forms of attention and attention has become a commodity itself. Getting attention has a pair of fixed recipes and some of those have a very predictable outcome. Getting attention from out of nowhere is always hard, but when you link your message to something that previously receives a lot of attention it becomes much easier.

Once a hot topic emerges, everybody wants their piece of the action. If you're one of the first to react or one of the first creative responses, you can have your share, too.

Because timing is everything, you need to come prepared to be on time. That's why you need to plan in front for future events and most of those are predictable.

By focusing on events bound to happen but without a fixed date, you can outsmart the competition. Prepare an early response to one of the following examples.

•    Each year has its great weather and natural disasters somewhere on the globe. Charity initiatives with a lot of media awareness are sure to follow.

•    Scandals in politics or concerning celebrities happen each month. Funny responses get a lot of attention.

•    Elections come in many forms and at least once every four years they get an great amount on attention.

•    Celebrated people die. An ode to their work gets media attention. Eulogies are often pre-written, so why shouldn't you prepare?

•    Movie premieres, electronics introductions, game launches, new albums, and concert tours all call for a lot of attention and some of them are bound to get it. Help them with a message that boosts both your popularities and they might even cooperate.

Getting Attention With Your Message

Now that your message is well-timed during the attention peak of the selected topic, it needs to get traction. This is the first boost of attention required to get people talking about your message.

Famous people, events, organizations, accepted websites, and media labels have attention and they want to keep it as long as possible. It is in their best interest to cooperate in activities that give their existing attention an additional boost and astoundingly often you can do a joint promotion when it is sure to catch attention. Using this as a podium (the traction) for your message makes it go viral.

From concentration to Links

An active role is needed for a website you control. It doesn't need to be your normal website and something with a nonprofit feel to it will often work better. Everybody will be alert to your goals to want all this media attention, so any form of direct sales should be avoided.

From my experience there is only one big danger to all of this. Everybody wants their piece of the action once you've created a new hot-topic. Make sure all that concentration keeps focused on your website for as long as possible.

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Important On-page Factors To Judge When Building Links

Here are seven on-page factors to judge when building links.

1. Types and Quality of Content

Building links can be hard when you have great content. When you have subpar content? It can be a nightmare, unless you're willing to use riskier strategy.

One big problem that I see with the general blanket advice of "create great content" is that there isn't always a essential emphasis on creating the right kind of content. Not all site needs a blog.

Think about what your users want to see, what they need, what they'd find useful and helpful, and see if you can make it in such a way that people outside of your target audience could also advantage..

Good writing is also very important. If there's one thing that makes me instantly distrust or discount a site, it's poor writing.

2. Titles

Misleading titles waste people's time.

Think about how you'd sense if you were running Google AdWords and the person who had written your ads had used a title that caused loads of people to click then instantly leave the site because they were misled. There's absolutely a chance that you might come up with a great title that you think completely represents your content but no one else agrees.

3. Images
 

For my monthly columns, we're required to use images, and rightly so as there's a lot of information out there about the increased user engagement on content that is or contains at least one chart.
Images by themselves can be fantastic for link building purposes, but if it's true that having a post with an image on it can up the chances of attracting more eyes on your content, that noticeably increases your chances of getting links.

4. Video and Interactive Content 

Above all else, make sure that your video or interactive content really works! I seem to have a bad habit of landing on posts that contain videos that don't load. If you're pulling something like this from another site, make sure it's dependable.

5. Internal Links and Search ability
 

Think of this from a user's perspective. If you land on the homepage of a site that you found in the SERPs or saw socialized on Twitter, it may not hold the information that you're looking for and hoping to potentially link to. If it's difficult to move around on the site and find what you need, you'll get frustrated.

Don't make things hard for people. If you have a Services page but have a page for each of those services that goes more in-depth, then link to it! It sounds clear, but I've seen enough pages where basics like this weren't done that I don't think anything can really be too obvious a concept.
 

6. Outbound Links

When you link out, do so to trusted and applicable sites. Think of it in the same way that you would think about a site linking to you. You want those links to be good ones, so link out well.
I've thought less of several articles when I saw who they referenced. If someone writes an article that is widely criticized, one where the comments are full of authority figures pointing out the inaccuracies, then I will think less of a post that links to that article in order to highlight it as a reputable one. You are who you associate with, remember.

7. Shareability and User Engagement

Remember how we had planning online before Twitter? We commented on posts.
Many times discussions seem to take place on social media and not in blog comments, so I wouldn't discount content that has no comments, but if a post has 150 spam comments on it, I would think twice before linking to it. If I come diagonally a post from someone I've never heard of and see people that I know commenting on it or sharing it online, I'm much more likely to spend the time to read it myself.
 

Conclusion

Make your content something that we want to link to, something that's simply shared on Twitter or Facebook or wherever you want it to be shared. Make your site easily searchable and make sure everything works and looks good, too, and check it on mobile devices. It's fairly simple.
With the nonstop information being published online, people have to pick and prefer what they read, share, and link to, so don't think that on-page factors don't come into play where links are worried. They can make or break your link building in many cases.

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Google’s explanation of a widget link scheme

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Until recently, Google’s definition of a widget link scheme was sweet broad. However, Google has gotten a lot more detailed in an update to its Link Schemes page to clarify what types of links in widgets violate its webmaster guidelines.

As Search Engine Roundtable reported, widget link schemes used to be defined by Google as:

Now, Google defines a widget link scheme as:
Keyword-rich, hidden or low-quality links embedded in widgets that are distributed diagonally various sites...

The example Google used ruins unchanged.
It seems that Google’s update to its link schemes description was simply done to reduce potential for confusion and leave a bit less room for personal understanding.

Furthermore, while the old definition implies that any link in a widget is a scheme, the new definition doesn’t openly state this. Instead, it provides some factors that will cause Google to view a widget link as spam.

Google's Matt Cutts newly warned against widgets as a winning link building strategy, also suggesting when it's correct to use rel=nofollow for them.

"I would not rely on widgets ... as your main source to gather links, and I would recommend putting a nofollow, especially with widgets," Cutts said.


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Linking the Google technique in 2014

Now it's instance to show you a accurate linking tactic that may blow your mind. You're about to study how to link "Google style."

Internal Linking    

It makes sense to start any linking operation at your own website.
Begin by running a link check. Fix any broken links revealed.

The next step is leveraging the power and trust that is previously flowing to your website. This is where competitor analysis comes in.

For the unversed, Google Ventures is the venture capital arm of Google. They offer seed venture and growth-stage funding to companies – with Uber, Nest, and Retail Me Not. They are financially forced to build a company, and then sell it at crazy multiples. One means to do that is to drive gobs of organic traffic to their ecommerce holdings.

Websites owned by Google Ventures have direct access to Google. Quoting from their own site "We offer unparalleled (and real) access to Google's massive network of employees and alumni." I think this includes people that know how the algorithm works and how to optimize for it. I can't imagine a improved resource for competitive or relative analysis.

Start your research by navigating to the portfolio page. You will find over 200 companies that Google has invested in. These companies are categorized as: Consumer, Commerce, Enterprise & Data, Life Science & Health and Seed. Look for a related site.

One of my beloved Google Ventures websites is CustomMade. This website is a marketplace for custom-made products crafted by woodworkers, jewelers, metalworkers, and others. The architecture and navigation, however, is perfectly suited for any ecommerce site.
Like most websites, the majority of linking domains point to the CustomMade home page, building it the most powerful page on the website.

What sets CustomMade apart is how they attach that strength. Check out this footer:

Loads of keyword rich links point to group pages. With the Maker & Gallery indexes, they have fundamentally placed a sitemap on the main page. I think it's brilliant. Others have called it spam.
Some might argue that GV sites, by asset of their special relationship with Google would get a pass. I don't believe that's the case here – at least not algorithmically. CustomMade has been affected by various Google algorithm updates, but the present version is generating record traffic:

Because this website has had its ups and downs and is currently on track, it deserves awareness. Particularly if one doesn't have Google as a colleague, but wants to see how Google Developers like Michael Margolis navigate thru SERP turbulence. Margolis' first stab at optimizing the site resulted in a 100 percent increase in natural traffic.

External Linking

Custom Made also employs one of my preferred link building tactics – attracting links form colleges and universities (a.k.a., .edu link building). As with any form of link building, the achievement rate is directly proportionate to the value of the content.
Before sending any link request, you should ask yourself "what forceful reason does this site have to link to me?" If you can't answer that question, there's no point in beating the send button.

Conclusion

For those who have wondered "what would Google do?", now you have an answer. If you're in view of a link building campaign in 2014, following their lead is a fine place to start.

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