权威指的是成为特定主题最多相关网站链接目标的网站。(Authorities are sites that are linked to by most of the sites relevant to a particular topic.)
评估网站的信任度可能涉及对链接邻居的审核，了解其他受信任的网站是否链接到它。来自其他可信任网站的链接越多，传递的信任也就越多。（Evaluating the trust of a website likely involves reviewing its link neighborhood to see what other trusted sites link to it. More links from other trusted site would convey more trust.）
网站的信任度水平根据从一个或者多个种子网站进入该网站需要的点击数决定。只需要一次点击的网站能够得到很高的信任度；两次点击得到的信任度较少；三次点击更少，依此类推。(The trust level of a site would be based on how many clicks away it is from seed sites. A site that is one click away accrues a lost of trust; two clicks away, a bit less; three clicks away, even less; and so forth.)
Currently, moz-Trust(from Moz’s Open Site Explorer) and TrustFlow(from Majestic SEO) are the most well-know publicly available metrics tools fro evaluating a page’s trust level.
假定你有多个网站，你可能认为从一个网站链接到另一个链接是增加链接权重的好办法，但实际上搜索引擎在确定这两个网站相关性方面做得很好。两个网站在Whois记录当中可能有共同的数据（例如，相同的服务器或者联络信息）。搜索引擎可能使用这类信号，将这些网站之间的交叉链接更多地看做内部链接，而不是入站链接。（Say you have multiple websites. Perhaps they have common data in the Whois records such as the same servers or contact information. Search engines can use this type of signal to treat cross-links between those sites more like internal links than inbound links earned by merit.）
Don’t “guest post”, but seek the more stable “regular contributor” status on respected blogs.
链接获取速率的急剧变化也可能是一个重要信号。 是否为不良信号取决于。 例如，如果您的网站出现在重要的新闻报道中，那可能很好。 如果您开始购买成千上万的链接，那就不好了。 搜索引擎面临的挑战之一是确定如何解读信号。
external links to the linking page
Does the page containing the link to your site have external links as well? if the page linking to your site is benefiting from links from third-party sites, this will make the link to your site more valuable.
Do the closest links on the page point to closely related, high-quality sites? That would be a positive signal to the engines, as your site could be seen as high-quality by association. Alternatively, if the two links before yours are for Viagra and a casino site, and the link after yours points to a porn site, that’s not a good signal.
Is your link in the main body of the content? Or is it off in a block of links at the bottom of the right rail of the web page? Better page placement can be ranking factor. This is also referred to as prominence, and it applies in on-page keyword location as well. Gooble has a patent that covers this concept called the Reasonable Surfer Patent.
Does the text immediately preceding and following your link seem related to the anchor text to the link and the content of the page on your site that is links to? If so, that could be an additional positive signal. This is also referred to as proximity.
Closest section header
Search engines can also look more deeply at the context of the section of the page where your link resides. This can be the nearest header tag, or the nearest text highlighted in bold, particularly if it is implemented like a header (two to four boldface words in the paragraph by themselves)
overall page context
The relevance and context of the linking page are also factors in rankings. If your anchor text, surrounding text, and nearest header are all related, that’s good. If the overall context of the linking page is also closely related, that’s better still.
Overall site context
Another signal is the context of the entire site that links to you(or perhaps even just the section of the site that links to you). For example, if a site has hundreds of pages that are relevant to your topic and links to you from a relevant page, with relevant headers, nearby text, and anchor text, these all add to the impact, so the link will have more influence than if the site had only one page relevant to your content.
The number of outbound links on the linking page. This is important because the linking page can vote ths passable PageRank for the pages to which it links, but each page it links to consumes a portion of that PageRank, leaving less to be passed on to other pages.
For many business, there will be many thousands of prospects, and you’ll need to account for other factors associated with content marketing campaigns, such as the impact on your reputation, the potential for developing relationships with other influencers, the potential for social media sharing, and more.
How are links earned?
-The site owner was paid for adding the link(this would technically be considered a paid, rather than earned, link). Although this is a perfectly legitimate reason, in the search engine’s eyes it carries no editorial value(and search engines may even penalize sites for linking or acquring links in this fashion). Buying links for the purpose of increasing your search rankings should not be part of your campaigns.
-Links wre traded between sites. Also called reciprocal linking, the practice of trading links between site is popular. However, search engines view this as barter and therefore as having limited editoral value. That being said, there are often legitimate and necessary reasons for two separate websites to link back to each other, without the “purpose” being link bartering. Do no sacrifice user experience or business needs in this type of scenario by “fearing” that the linking relationship will be frowned upon by the search engines; rather, simply be aware that the linking relationship may not provide any benefit to either party from an inbound link perspective.
-Something on your site triggered an emotional reation from the publisher, prompting her to link to your site. For example, perhaps your site had the funiest cartoon she ever saw, or it offered an inflammatory political opinion.
-The publiser saw something of value on your site and wanted his site visitors to know about it. The majority of the highest-value links are given for this reason.
-A business relationship came into play. For example, you may have a network of distributors and resellers for your product. Do they all link back to you? See the second point in this list.
Introduction to Content Marketing
The process of creating great content, publishing it, and then promoting it effectively for increased business visibility can be referred to as content marketing. It can be a great way to build your reputation online, and can be used to bring prospective customers to your website, as well as obtain high-quality links to your site.
-Focus on developing the best strategy to build your reputation online. Make this your first priority. Publishers who focus on obtaining links for their first priority can too easily lose their way and start engating in tactics that the search engines do not like.
-Develop a content plan that closely relates to your business, mission,, or vision. The great majority of your content should be on topic, though it can also be quite effective to publish occasional pieces of content that are off-topic if they are worthy of mention and attract attention to you.
-In an idea world, build a plan that combines publishing great content on your site, creating a strong social media presence, and publishing great content on authoritative third-party sites. This strategy helps you build your audience by gaining exposure in places where your target customers can already be found and gives them a reason to visit your site.
-While building your reputation is the primary objective, you should also look to obtain links back to your site in the process. When you publish content on third-party sites, make sure that any links back to you are ones that a reader of the article might be interested in clicking on. This is a key way to validate that you are implementing your content marketing effort appropriately.
Here are come of the types of content you could produce on your site:
Posts on your own blog or website
posts on third-party sites(guest posts)
Images and animated GIFs
Social media posts
Comments on the posts of others
Original research and data streams
Comics and illustrations
Mobile or tablet apps
The core concepts you are putting out there remain the same that you started with, and that is often half the battle.
Title tag generation tools:
Portent’s Content Idea http://www.portent.com/tools/title-maker/
Content Row https://www.contentrow.com/
Tweak Your Biz Title Generator http://bit.ly/tittle_generator
Advanced Marketing Institute’s Emotional Marketing Value Headline Analyzer http://www.aminstitute.com/headline/
Meme generating tool
Search engines do not use these social share signals directly as proof of the content’s quality, you can use it to see what content is resonating with the audience on a given website.
Competitor backlink analysis Tools
Open Site Explorer www.opensiteexplorer.com
Guest blogging for SEO is dead. However, if you focus on building your visibility and reputation online, developing and publishing guest posts remains a valid practice. What follows are some guidelines for doing it properly.
Content tyndication can also be a very effective technique for getting your content in front of a wider audience, but it does come with some additional risks. Search engines do not like duplicate content on the Web. While they do not publish duplicate content unless it is spammy or keyword stuffing, they usually filter it out, which means that when they see more than one copy of a piece of content, they will generally show only one page in the search results and ignore the rest. There are a variety o techniques available for mitigating the risks:
1. Ask the third party who is republishing your content to implement a rel=”canonical” link element that points back to the URL of the content page on your site(not your site’s home page, but the page where your original article is published). The rel=”canonical” link element tells the search engines that the master copy of the content is located at the URL of the page on your site.
2. If the third party is not willing to do that, ask that he implement a noindex tag on his copy of the content. This tells the search engines to omit the syndicated copy of the content in their index. which effectively eliminates the dupilicate content problem because your copy of article will be the only one in the index as long as the noindex tag is respected.
3. If the third party isn’t willing to implement a rel=”canonical” link element or a noindex tag, ask him to link from his copy of the article to the article page on your site – again, not to your home page or any other page of your site, but the page on which the original content appears. This is not a effective as the previous two techniques, but it can still be a reasonable option.
Submit articles to article directories is not approved by Google, and will be punished by Penguin algorighm.
If a guest author is proud of what he wrote, he will most likely promote it via his social media presences. If he soes not, then you probably don’t want himd writing fro you, because it might indicate that he’s not proud of the content he’s given you. Exception to this rule are subject matter experts or other professionals who might not directly engage in social media for professional reasons.
Check the influence score Tool:
Moz domain authority on Open Site Explorer http://www.opensiteexplorer.org/
Majestic’s Trustflow and CitationFlow Metrics http://www.majestic.com/
LinkResearchTools PowerTrust http://www.linkresearchtools.com/
Followerwonk, part of the Moz toolset http://followerwonk.com/
There are some people who are only one or two major social networks, such as Youtube or Google+; these people can be deteptively influential.
In the United States, anyone who posts a product review, whether she considers herself a professional reviewer or not, must disclose the fact that she received compensation(including a free product) for it. This is a U.S.Federal Trade Commission(FTC) regulation(https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking)
Paying for reviews, or giving free products to reviewers or influencers, is an ethical grey area. Usally it’s all right with disclosure if it’s posted to someone’s blog or social media page, but it could reflect badly on you depening on context. In some instances, it is definitely unethical – for instance, book reviews or any product review on Amazon.com that is done on a for-hire basis is against Amazon’s rules.
Google also frowns upon paid links, so if you are paying a blogger for a review that include a link back to your site or product page, that is technically in violation of Google’s rule unless the blogger applies the nofollow attribute to the link in the HTML tag.
Paying for this type of visibility, and doing it the right way by nofollowing the links, may not have direct SEO benefit, but it can still result in others seeing your content and choosing to link directly to it.
The same message sent to many addresses on the same network(such as Gmail or Yahoo!Mail) might be flagged as spam by the system. Your whole domain could get blocked.
Contact the influencers
Read the influencer’s blog and social profiles; write as if you are familiar with her. Because you’ve been following her and attempting to engage publicly with her for a while, most of this work should be done. The template should not be long – fewer than 300 words or so. Busy people don’t have time to read long messages from strangers.
Mention something she did in the subject line:”Just saw your <title of last blog post>.” That will get her to open the email. You can also try mentioning her name in the subject line, or using an actionable phrase like “Need your decision,””Need your feedback,””Can I Quote you for this article?”, or “One minute to read this upcoming article?”
For the message body, don’t talk about yourself or your background too much – to a busy stranger, that information is boring and skipable. Establish yourself in one sentence. If you referenced something she did recently, follow up that reference in the message body. Or talk about something else she’s done recently and how it affected you .Talk more about her than yourself.
Close with a request for a reply. Your want to encourage more dialogue. Don’t ask for more than that, though – never ask directly for something of value in an outreach email, such as a link or a review.
Spammers send their email late at night, so try to be off-schedule from that. Send your email during the day in the afternoon to avoid the spam rush, but before the last email check of the workday in your influencer’s time zone.
If you haven’t heard back from your first outreach within three days, then you should send a follow-up. Following up is more crucial than many people realize. Following up increases your response rate by 60%. You should have a separate template for follow-up emails; don’t send the same message you sent before.
It rarely pays to go beyond two follows-ups – don’t send more than three emails to someone who isn’t responding to you. If someone doesn’t reply after the third attempt, there is a very low chance of a reply, and you’re better off spending that effort on the next influencer on your list.
Before sending your first follow-ups, get reinvolved on Twitter or another social platform to make sure you’are got a solid connection.
Is there a different email address for this influencer? Some people list a Gmail account as a technical contact or as part of a regular Google account, but they rarely check it. Look for an alternate email address for this person, and explain that you’re trying to get in touch and wondering if you’ve got the right address.
You can also try to use in-network messaging through Facebook, LinkedIn, or other social networks in which this influencer participates. If you do this, come up with completely different content for your email; mention that you’ve tried to reachout and haven’t gotten through, not that you love his work and want his advice on something, and ask for a reply.
Traditional media contact database:
Track and manage contacts tool:
Regardless of how you go about it, start by just giving to the people you want relationships with, or engaging in a way that is interesting or useful to them. Don’t treat this as an “I need something, so I will just ask for it” situation. These relationships are important, and it’s not a good idea to start off on the wrong foot.
Once you have a relationship, many possibilities start to open up, and your reputation and visibility can grow as a result. Ideally, you never actually request a link in your first communication. You focus on building a relationship, and at the right point in time, the person you built that relationship with decides on their own to link to a fantastic piece of content you have created that is of high interest to them.
Simple guidelines you should follow when making an unsolicited email pitch:
Keep it simple and short.The person you are contacting is receiving an email that is unsolicited. She is not going to read a two-page email, or even a one-page email.
Clearly articulate you request. It is a investment to get someone to read an email, and it is critical that the pitch be clear about the desired result.
Clearly articulate why your site deserves a link, or why they should take content from you. Generally speaking, this involves pointing out the great content or tools on your site, and perhaps citing some major endorsements by others.
Follow each and every guideline of the CAN-SPAM Act(https://www.isipp.com/resources/can-spam-compliance/). Unsolicited emails are not illegal as long as they follow the guidelines of the act. Do not even think about violting them.
Other ways to earn links
Obtaining web directory links was tactic used in the past to drive SEO results, and many years ago, they did work. However, with the exception of a very few high-authority directories(such as Yahoo!’s directory and that of the Internet Public Library), very few directory links provide value anymore. There are still thousands of directories out there that will try to draw you in to buying a link from them, but you should stay away from them.
It may be worthwhile to pursue four or five web directory links, but probably no more than that. This group should be restricted to the most authoritative sites, such as the Internet Public Library(www.ipl.org), Business.com(www.business.com), and maybe a couple of recognized authority sites that have directories of people in your industry. You can also try to get into DMOZ(www.dmoz.org), though its authority had declined over time, and your efforts can be frustrated if the category you are pursuing does not have an active editor.
Manual Social Media Link Creation
One way to create links manually in social media environments is by visiting social media sites, forums, and blogs and leaving behind comments with self-referential links in them. However, the great majority of these environments nofollow their links, and obtaining links by putting them in comments and forums is practice that is not approved by Google or Bing. Doing so is also bery bad for your reputation; as we mentioned earlier, it is akin to showing up at a neighborhood party and asking everyone to give you money.
Another useful way to view these activities is that “you can’t vote for yourself” – that is, any link to you obtain by linking to yourself is highly unlikely to be valued by the search engines. A more useful way to obtain links from blogs, for example, is to build a relationship with the blog owner.
Google’s policy on paid links.
Links given in return for compensation should not be obtained for purposes of increasing PageRank.
Goole is not saying that publishers should not be able to buy ads on the Web; rather, its policy is that links should be purchased only for the traffic and branding value they bring. Google also recommends that publishers selling ads on its site use nofollow links, which means they will have no SEO value.
付费链接识别： specify the anchor text you want, anchor text is powerful ranking signal.
Strategies that are not considered buying links.
In some strategies, money is involved in obtaining a link, yet the link is not considered by the search engines to have been bought. Here are some examples:
Paying a PR firm to promote a site
Paying people to create great content for you and paying someone else to tell other people about it.
Paying someone to ask for sale(as opposed to actually buy) links via direct link request
The key point is that these strategies do not compensate the site itself for the links given, so they are considered legitimate approaches if the links are given freely.
If you are going to pursue this tactic, then it is important that you be aware that it comes with a lot of risk. The best thing you can do to help reduce that risk somewhat is to ensure that the content is very accurate and highly relevant to your business.
Penguin Algorithm concentrate on:
Low-quality web directories
Overuse of rich anchor text in links back to your site
Links from countries where you don’t market yourself
Links labeled as advertisements
The search engines can scan for nearby text, such as“Advertisement”、“Sponsors”、“Our Partners”and so on.
A selling site providing information on how to buy a text link ad
Search engine can detect sites that provide information on how to advertise with them. Combined with other clues about links being sold on the site, this could lead to a review of the site selling the ads and a discounting of the links.
Quality of neighboring links
Another clue would be the presence of your link among a group of links that are not tightly themed, or if the other sites linked to are poor quality.
Location outside main content
The search engine can detect can detect when your link is not part of the main content of the page – for example, if it appears in the left of right column of a three-column site, and the main content is in the middle.
The links implemented directly on social media sites are nofollowed, so they do not pass direct SEO value. However, social media can help get you exposure to bloggers and media people who may then choose to cite your content or write about it, and implement links back to you. This indirect form of obtaining links can be quite powerful.
Establish and grow social media presences on major social media platforms that promote the same types of content.
People share links on their timeline and on Facebook pages. Links shared by users who have marked their content as available for Everyone are visible to search engine. These links are all nofollowed, so they do not pass PageRank, but they can provide visibility for your content.
Facebook likes are not at all visible for Google, as there is no place for it to crawl to see what content you have liked. However, Bing received likes data via an API feed, so it has a potential to use that data, though indications are that it is not doing so.
There are many reasons to use Facebook, but you should not expect it to directly impact your SEO ranking. However, a strong social presence can play a big role in your reputation and visibility online, and asa result can have a powerful indirect impact on your SEO.
Shared content on Google+ can be evaluated based on the authority of the person sharing it, how many times it gets reshared, and the number of comments it generates.
The +1 button functions in much the same way as Facebook’s Like button, except that Google has direct access to the +1 data, as well as data about sharing on the platform. This plays a big role in personalized search on Google.
The reddit ad targeting is not very good because there is little capacity for users to provide revealing demographic data about themselves. In general, ad results seem to be less than stellar for any product or service that doen’s specifically appeal to self-described geeks. Redditors are generally toward self-promotion of any kind. If you try to guerrilla market by posting links to your site or Facebook page of anything that looks remotely promotion, redditors will slap you down very, very hard.
The demographic skews heavily toward women; they constitute more than two-thirds of the site’s users. Even brands that are not naturally highly visible do well on pinterest. While pinterest has a smaller audience than Facebook, Twitter, or Google+ due to its demographics, the site has proven to work really well for certain retailers, such as apparel manufacturers or restaurants. Now could be an excellent time to jump on board and build a strong following there before your competition does!
其他许多wiki网站比维基百科更容易编辑，你可以贡献有价值的内容、获得链接和建立关系。例子包括ShopWiki（http：//www.shopwiki.com）、NewPR Wik（http：//www.thenewpr.com/wiki/pmwiki.php）、WordPress Codex（http：//codex.wordpress.org/main_page）和Web2Expo（http：//www.web2expo.com/）等会议wiki。有些网站甚至传递链接权重，这是个额外的好处。
Instagram, Vine, and Snapchat
Linke Pinterest, Instagram is a photo-and image-sharing network that skews toward women. For the right type of brand where visual content can play a big role(such as food, beauty,, lifestyle, media, and fashion), Instagram and similar sites can be great places to build your presence.
Vine is unique because it constrains you to producing six-second videos-a perfect environment for people who want to see some really sompelling and quick content. Vine presents and interesting challenge because there is so little time to deliver your message, but it’s very effective when you get it right.
Similarly, Snapchat videos disappear after you watch them. Like a message whose ink evaporates after you read it, Snapchat videos provide viewers a sense of exclusivity.