Strategic Link Building Webinar

This is a toolbox post. A post written to give our webinar participants an opportunity to dive deeper into the content we presented. This toolbox post is supporting our recent webinar entitled: “Strategic Link Building: Is this love that I’m feeling”.

The method Google and Bing uses to determine website authority has shifted from quantity to quality of links. Good link building methods have been long debated. Search industry debate continues to tackle which tactics are outdated or conflict with search engine quality intent. First we’ll look at the history and importance of links.

History of Link Building

Thanks to Google’s Panda and Penguin updates, the way we approach link building had to change. The shift focused from acquisition to user experience.

Let’s compare THEN and NOW:

Then Now
Link Exchange Cross Promotion
E-mail Links Requests Social Sharing
Paid Links Organic Link Earning
Directory Submissions Curated Lists/Portals
Article Submissions Guest post on highly valued and relevant websites
Blog Comments Authentic community participation
Broken Link Building Mine competitor content & do it better
Link Networks/Farms Grow social network of influencers

Here are a few resources that will help you dig deeper into this topic:

Content Strategy

Link Building Tactics

Blog Articles

Create relevant, industry related content posted on domain, ideally on your blog located at

Some Resources for generating ideas with content to create:


Turn data into a visualization with infographics. It’s quality content that should be easy to share. Provide an embed code for others to use within their blog post or website for reference (they get new content, you get added exposure). Siege Media offers an embed code generator that is elegant and easy to use.

By promoting via social media or existing mailing lists will get traffic and potential referrals to your website. There are plenty of websites for submitting your InfoGraphic, including and Reddit. For a comprehensive list, check out Moz’s list of InfoGraphic Websites and tips.


One of the most effective tactics to build links and authority. You might try a “roundups”. That’s where you survey a selection of industry authorities. For example, top X number lists. Also try interviewing an industry expert. By using these types of “egobait” will encourage them to reference your content to they’re large audience.


Videos can almost triple the average number of linking domains. It’s a fact. Boost traffic and link building prowess by combining video and text.

Industry Reports

Supply data to your visitors, get seen. Sponsor industry information via analysts and this is a sure-fire way to generate links to your site as a reference. These can be in the form of videos, InfoGraphics or content posts.

In-Depth Guides

Providing a guide implies expertise. A great example of this is Moz’s Beginner’s Guide to SEO. SEO is a very large topic that can’t be covered in a single blog post and has multiple topics.

Link Building Technology

Look for plug-ins for your CMS, such as WordPress to assist with accelerating social media tags and sharing, such as Yoast’s WordPress SEO Plug-in and allow for customized values that are specific to Facebook, Twitter and Google+

Open Graph & Twitter Cards

Each social media platform will look for custom values within Open Graph tags and Twitter Cards. At a minimum, the META tags to use are:

For a full list and documentation, check out the following resources:

Social Media Sharing

With the appropriate social media tags in place, allowing visitors to easily share your content by using social sharing options such as those available using AddThis. Additionally, by having a custom or domain, this will help with promoting your brand and/or company name.

What’s next?

I hope this list of resources was helpful to you! If you’re interested in learning more be sure to register for a recording of our webinar.

Join the conversation!

What do you do to help build quality links back to your site? Share your tactics!


Sean Van Guilder About the author

Sean Van Guilder has been helping businesses get found on the internet for over 20 years. He has a 10,000 foot view of digital marketing that helps shed light on SEO as a business driver.  Sean has worn almost every digital marketing hat out there and brings strategies and tactics that have knocked the socks off of companies such as Microsoft, MSN and WONGDOODY, to name a few.  Currently, Sean is leading the SEO Practice for premier digital marketing agency, Point It, in Seattle.  Sean is a self-taught digital marketer and loves every minute of it.  When he’s not in front of a computer, he’s teasing his co-workers, playing sports, hanging with his kids, making music and collecting HO scale trains.

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