SEO Link Building That Will Have Prospects Begging to Work with You (Not the Other Way Around) | Suzanne Scacca | Skillshare

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SEO Link Building That Will Have Prospects Begging to Work with You (Not the Other Way Around)

teacher avatar Suzanne Scacca, Freelance Writer/Website Builder

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (38m)
    • 1. SEO Link Building 101

    • 2. Build a Search-Optimized Website

    • 3. Understand the Anatomy of a Link

    • 4. Build Internal Links into Your Website

    • 5. Build External Links into Your Website

    • 6. Create Content on a Schedule

    • 7. Get in Front of Your Audience on Social Media

    • 8. Form Relationships with Digital Publications

    • 9. That's a Wrap on SEO Link Building

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About This Class

There’s nothing easy about starting a business. But you know you have something super valuable to offer, which is why you stay committed to getting it off the ground.

After the excitement of launching your business has worn off, you'll soon realize the work’s only about to get harder. 

Yes, you’re open for business… but where are the customers? 

If you read enough posts about how to grow visibility and build authority online, you’ll notice that most of them recommend backlink building. However, your SEO strategy should be about more than getting a bunch of websites to link back to your own. 

I know it might be tempting to: 

  • Persuade high-authority blogs to plant a link to your website in their content.
  • Offer to trade links with another website.
  • Buy backlinks.

The fact of the matter is: 

Link building is a must for SEO and a lot of small business owners get it wrong. 

That’s why the goal of this class is to help you set up a link building strategy that will actually help your business; not hurt it. 

After you’ve completed working through the steps of this course, you can stop worrying about how much money you need to pay or how much time you have to spend asking for backlinks. 

Your growing authority will make you a magnet for backlinks instead.

If you haven’t done so yet, complete these two SEO courses before you move onto this one: 

Meet Your Teacher

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Suzanne Scacca

Freelance Writer/Website Builder


Oh, hi there! The name's Suzanne. Most days, you can find me writing about WordPress, web design, and small business management. On occasion, I write about strange speculative futures in which humanity is ruled by technology. And now... Well, I'm bringing website-building and SEO classes to Skillshare. Enjoy!

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1. SEO Link Building 101: Hey, guys, my name is Stan, and welcome to my course Scioli building. So there are a couple of reasons I'm teaching this today, Um, for starters, link building and not just back, like building, but link building is a very important part of S E up or search engine optimization. So the way your website ranks and Google how it determines who ends up on page one page two , page three, um, link building does play a role in that. So I want to make sure people are doing it the right way. And secondly, I want to address something that's been happening on my website because it's it's a problem . It's clear that people don't understand what's the right way to do back link building. So let me just paint the scenario for you real quick. Someone saw something I wrote online log posted infographic a report, something rather and they say, Hey, Suzanne, this is a really great piece of content. You know what I was thinking? Though I have a plug it or a block post or report or some other link that I think would be really good for that article that you wrote so Do you think you could put a link to it in the piece? I'm more than happy toe share it on my social media or we could we could trade links or I'll pay you for it. And this is really unethical. And it's the wrong way to go about generating links for your website. I have this template email that I already have written up that I send to everyone who makes these kinds of requests of me that goes something like this. I'm sorry, but I can't help with this request. I write recommendations based on tools and companies I know and trust. So I'm afraid I can't help you A planning a link in my content. That's really what this boils down to. If you're not getting genuine links to your website, people who you're reading that content gonna be able to spot spot it from a mile away because it's not gonna fit naturally into the piece of content. It's gonna feel forced. And to be honest, if you created something ahead of time and not specifically for a publication, it's not going to read very well. Every publication has its own guidelines on how they want content written in the voice, the style of formatting and something that you wrote off the cuff that you just want a bunch of people. The link to It's going to stand out like a sore thumb, and it's just not gonna work. So what I want to show you is how to build a link building strategy, not just back Ling's but internal ings on your website, leveraging the authority of other websites through external links and then eventually getting to back links. Because while back wings might be the ultimate goal, which isn't necessarily true. But while they might be your goal, you can't beg for him. You can't trade for him and you can't pay for him. You need to have a genuine recommendation from these highest already websites. Then that's what they teach you today. 2. Build a Search-Optimized Website: The first step you need to take in this process is to make sure you have a website that's properly optimized for search. And the reason for that is simple. Um is the Web gets better year by year? Consumer and Google expectations are through the roof. They expect every website to load quickly, be secure, prioritized privacy, be responsive in design, have high quality, high resolution images. So if you're driving traffic to a website that just isn't up to snuff, all this time you spend on link building is gonna be a waste. So what I'm gonna recommend you do at this point is to hit pause on this course and to revisit my earlier courses on how to build your website with WordPress, what you'll find right here and how to write s CEO content. You don't need to go through these courses in full. If you already have a website. What you need to do is just review the main topics and use them as a sort of checklist. Do you have a responsive web design? Is your Web host reliable? Do you have a security plug in? In place is they're cashing ready to go and in terms of writing the content, are all of your pages structured properly Not just for readability, but scant ability. So take some time to go through these, make sure your website is ready to go, and then when you're confident that it is, you can move on to step two. 3. Understand the Anatomy of a Link: There are three kinds of links you should be using in your link building strategy. I'm gonna show you two of them on this website and then 1/3 outside of it. So the 1st 1 is an internal link. That's a link that points to content that exists within this same exact website. So this is ah, new website built for my business. I have a bunch of internal links that keep people moving through the site to other content contact forms, custom template request forms. You can see the links or here I also have external links built into this website. For instance, this is an external link that points out to my other business website. You can also use external links to um cites Statistics from resource is to provide a quote from an authority on another website or from social media. Basically, if you want a reference, another website, which is a great idea, especially if they have a ton of authority in search. That's an external link and the third kind of length that you should have in your link. Building strategy, obviously, is a back link, and that's a link that points back to your website from another website. So in this case, I'm on the Smashing Magazine Website regular writer, regular contributor to this magazine. And while I don't plant links within the articles I write because that would be unethical and just unhelpful for readers, I do get a back link on my author page. When clicked. It takes me back to my website. So as for the anatomy of a link, let's go back here. I just want to review some basic principles that you should follow in creating links because the way that you write them and the way that you actually create the link can her or help what you're trying to do here. So, for instance, one of the things you want to do is write descriptive but concise anchor, text and anchor text is this stuff. So, basically, whatever the link is, the text that represents that link is your anchor text. So in this case, it says, fill out the custom template request form that's very specific, very clear about what I'm pointing people to. That's exactly what you want. You don't want to say, um, fill out the custom template request form here, and then make the word here be your link, because here tells no one what you're actually pointing, Teoh what you're taking them to. Another thing to keep in mind is you want the surrounding text to be relevant and also support what you're pointing them. Teoh. So you don't just want, like a random list of links? Um Ling Teoh this article linked to this one a link to that you want surrounding text that gives a little bit more insight into what this link is about. So, for instance, this says, if you think there's a better way to accomplish something in your business, fill out the cuffs, custom template, request form. Let me know what the problem is and how you envision the problem being solved. All of this here. It's kind of like a meta description. If you think about it cause it's letting Google, it's letting your readers No. This is exactly what you're going to get when you click on this link. It's not some random link that they have to figure out whether or not it's worth clicking through to. And another thing to keep in mind is you don't want to use this pages focus keyword in your links, so let me explain how this works. So let's take this page, for instance, and say that it's optimized for $2 templates. So what I want is for this link up here to be associated with the keyword to dollar templates. If I use any of these links, whether they exist on my site or exist on someone else's and write it with the words to dollar templates, it's essentially like giving that page the same exact keyword. So you're just creating extra competition for yourself in search engines. If you're using your focus keyword to represent multiple pages, what you want is this entire page to just be $2 temples or whatever your focus key where it is. You don't want any of your lengths to steal your thunder. So what you want is this link to be unique to that page and not represent this one last thing to keep in mind when building links on your website is toe, always have them open in a new tab. So, for instance, you can learn more about what I do over on my other website. If someone just clicks on it, it opens a brand new tab. That way they can go and explore my other website and then go back to this one when they're done, or if they decide that they really do want to buy a template. What? Whatever the reason is, the only time you really should have a link that opens in the same tab is, for instance, here a the bottom you're taking him to the contact form. It would be totally fine to just point them. They're in the same browser window because it's keeping them on the site. And it's also taking them on that natural pathway from entering the website, learning about it and then converting or becoming a customer, asking for more information, etcetera. So, really think about these kinds of things as you start working on your link building strategy because I know it might seem irrelevant. But it's these tiny decisions you make about the words you use or the way the link opens that will affect what kind of authority get from them in search as well as with your readers. 4. Build Internal Links into Your Website: So in this next step, we're gonna talk about internal wings while you need them, how to use them. As for why you need internal links, they're actually really useful. So let's use this article is an example its e commerce images and dick pics. Is there a difference? It's supposed to be funny. I apologize if any of you are offended. But obviously the subject matter here is how to choose the images for your products so that they actually look good and that consumers want to buy your products. However, I did find a couple of reasons to include internal links in this post. So, for instance, here we're talking about featured images. This goes to another link on my blogged, and this saves me the trouble of having to reiterate to my readers what a featured images if they don't know what it ISS, and it also gives them the chance to explore more content on my site. So say they see, see that this is a length they can right click open it in a new tab, or they could just click on it and it will open in a new tab and then read it later, and then that way they're still getting a ton of information from my website without being bombarded with it all at once. They can focus on this post, get through it and then check out that link later on. Internal links are also really useful in terms of building authority with search engines. Essentially, what Google Google bots are looking for is a consistent thread through your website. You'll be weird if you know I. I were a freelance writer, and I had a page about writing and then a page about surfing and a page about puppies. They want to make sure that whatever it is that you're promoting, whether it be your business yourself, your content is consistently presented and that you're always on message. And even with a blob where you cover different topics, there's still all part of the same unit. So, for instance, e commerce images featured images. This one is talking about getting inspiration, a creative inspiration. Even though the topics are divers, they still follow a similar thread, and your internal links actually show Google that you can make connections between each of the pages and post on your website, and that It's not just a bunch of random, one off stuff you're putting out there in the hopes that someone will see it in search and click on it. You're actually building a solid brand. As for how you actually figure out which internal ings to use and how to add them into your content, whether they be a Web page, a block post or some other content on your website, here's Here's how I tackle it. So this is a completed post that I wrote for website set up dot org's. Well, you can see here is an internal length WordPress errors. How to speed up WordPress, WordPress security, No top WordPress themes. And then you have some external ings in here, more external links, another one best popular WordPress plug ins. So you can see that I've included a whole bunch of internal links on this page for my client. So how did I figure out how to do that? Here is my initial outline. Very, very rough outline considering how long the post ended up being. But you can get a sense for how how you can meet Lee, create the structure and the overarching message of your post or page ahead of time. And what I also like to do in this step is to go through and I will cross reference it against my client's website or my own website if I'm writing for myself. So in this case it would be website set up dot org's and all of their all of their guides are located here under all guides. So before I start writing, I will just quickly review what they have because oftentimes I'm not the only contributor to a client's website. So it's always good to have a refresher of what topics they've covered. And that way it gives me a sense of where I can, where the opportunities are for internal links. At minimum, there should be one internal ing per page. If you can't find any way to include a link, then there's something wrong with what you're writing because it's not relevant to the rest of your website. So keep that in mind as you're going through this on your own site or any other content that you're writing. But in terms of putting an internal Lincoln look for the opportunities, you might have a whole bunch of them in one section, you might be able to scatter it along, but keep the one minimum as a rule for your website and then maybe every every three toe. 500 words of a post that you write, try and fit in an internal link. It doesn't need to be promotional. You can see in the final post I wrote here. It's not about saying OH website set up or wrote about the best popular WordPress plug ins is just naturally fitting into the space here. So it just says you can add other WordPress plug ins later on. It's needed. Remember, this is about creating that anchor text that you want that link to be associated with. So if someone in Google wanted to know how to add a WordPress, plug in to a website and this particular link gained enough authority around that subject, this would give it a better chance of ranking on the first page of search 5. Build External Links into Your Website: next, let's briefly turn our attention to external links. You don't need to go crazy with this because the bulk of links that exist on your website should be internal. If they're not, then think of it as an opportunity to write more content to fill in those gaps. But that's not just what external links are. Four. We use external wings for a number of reasons. For instance, this post on dark mode I didn't want to cover it is just, Ah, dark mode is ugly versus Pretty, because that's just too subjective oven an approach. I wanted to know what the data actually says about dark mode. Is it really better on her eyes? Does it help with productivity? So this article is actually chock full of external links that support my argument. And that's just one of the reasons why you might use an external link. You could use it to quote an expert or an authority rather than try to summarize all of the amazing things they said, or you could use it just to point people towards your recommendations of things. In this case, it's not necessarily recommendations, but you can see I have a list here of all the different tools that have adopted dark mode over the last year or so, so there are plenty of use cases for external links again. Just don't overdo it unless it makes sense for the post. 6. Create Content on a Schedule: Now that you know how to do internal in building, we need to focus on getting you into the habit of creating content on a regular basis. Because while you can add internal links into the content on your website, that's only gonna take you so far. You know you need to create new, relevant and useful content on your website on a regular basis. Not only does it give readers newsletter subscribers customers a reason to come back to your site, but Google also sees that as a clue into your brands authority. If you're creating content that's getting red, that's a good sign. And if you think about it every time you create a new block post or a new page for your website, you're really giving more people outside of your website a reason to give you back links. So I know this might seem out of whack with what we're talking about today, But content marketing is a very important part of the link building process as faras. How much you need to create. It's a to start if your brand new what this, do it once a month and don't try and do it all at once. It's just going to stress you out. So the way I usually handle this is on the first day of the month. Every month I leave a note for myself to brainstorm ideas, and this is asana. By the way, if you don't have a project or task management tool, this one's great. Makes it very easy. Toe manage everything you have going on and what I like to do just so I don't have to worry about it all the time is I said it to repeat monthly. And that way I constantly have a reminder to come up with ideas for my website. I give myself a couple days to let it Marigny, and then usually on that following Monday, when my brain is super fresh from the weekend I will create. I put a little reminder in here of how much time I should spend on it. Max, I put a note in here Outline. Post can create the outline, leave notes about internal links. I want to embed or external links that I want a reference. And then again, I give myself some time. Teoh, just let the idea rest. Never know when you might find inspiration or just get really motivated to write. I know that I do a better job of tackling new ideas earlier in the week, so I'll put a note here and usually depending on how long the post is, if it's about 1000 words, I'll get my myself three hours that that way I can play around with the outline for a little bit, refined my post and then get into WordPress, optimize it, pick some images for it and publish it or schedule it to be published. And if you want, you can set these to recur the same way this one does in terms of when you publish it. I always try to do it. Towards the end of the week. I find that my readers are spending more time on social media and in search, looking for things to read as the work week winds down, which makes a lot of sense. So for me, I would write a post on Monday, and then I would go into WordPress and schedule it to go out that Friday. Then I have ah note here that just reminds me to actively promote the new post and if you use ah, social media scheduling tools like buffer hoots, we anything like that, you can promote it ahead of time. You can grab the short length from WordPress and then add it to your scheduler. Just make sure that whatever you're using to promote it in social media is actually unique and isn't just some sentence that you copied and pasted from the post. No one wants to see that you can be creative in your website, but you can't be creative when it comes to filling in 120 words on Twitter. That's it. So to start, I recommend doing this once a month. Get yourself into the habit. Then, once you realize how useful it is to create this content, especially if you're creating content, that answers questions that clients air constantly asking you that you hear in discussions with prospective customers were just addressing the general issues, concerns and pains of your audience. You'll actually want to write more because you'll have more ideas about ways to proactively get to the core of their problem and give them the answer will make it a lot easier toe to sell him on your services. down the road to so start once a month and then move on to twice month. And then who knows? You might be up to once a week, a few times a week. It's really up to you. And don't forget to revisit your older content. You never know when something that you wrote last week might be relevant to link to in a post from a year ago. And considering most of the content you find on the first page of Google is, on average a year old, it's a really good idea to get those links in there as soon as you can. That way, people who are discovering it at the top of search results can find your newer content that hasn't had a chance toe really build up that authority in search yet 7. Get in Front of Your Audience on Social Media: in terms of becoming an authority online. The ultimate goal is to make your website in your business become an authority. But that takes time. So in the meantime, while you're doing all this link building internally and eventually extremely, which we'll talk about in the next step, you need to focus on creating content and building relationships with an audience. This is also gonna help send signals to Google that let it no. Oh, hey, this website belongs to that person that everyone trusts and listens to and has a relationship with. So we're gonna run, get higher. For the purposes of this example, I'm going to show you why it's so important for social media to be part of your link building strategy. This is what happens when you search. My name on Google website is the very first search result, which is what you should see when you type your own name or your own businesses name and search. If you're not seeing that, there's a serious problem and you need to go into Google Analytics and Google Search Consul to make sure that it's set up correctly below my website and a below the associative images is my Twitter account. The next three listings are all my social media pages. Before you move on, I'd recommend doing a search for your own name again. If your company is your name, do your name. If your company name is a natural business name, use that. Just do a search in Google and see what comes up. And if you're not seeing your website first and you're not seeing your social media directly below it, then you're not making the most of this opportunity. You need to focus on Link building, and you need to focus on building relationships and authority in social media. As for how you do that first, you need to find the right platforms. For me, Twitter makes a lot of sense. I There are tons of Web designers, Web developers, freelancers, all the people that I'm trying to reach with my message, who hang out there and just spend a lot of time talking all day long. Lengthen being a professional network. That one definitely makes sense for me and Facebook. I could take it or leave it. I know it's one of the more popular platforms, but really, unless you're making use of Facebook groups. I don't I don't know that you're going to get a lot out of it. Instagram is good if you have images and designs that you want to share because I'm a writer, all I could really share our, like, inspirational quotes. And I'm That's just not me. That is not me at all. So I focus on my strengths. I spend all my time on Twitter and lengthen. Essentially, the more time you spend on social media building relationships, the more you're leveraging these platforms names. And if you can make a splash on these platforms, it will have a positive effect on your website in search in terms of what you do with your time on social media, I can't stress this enough. It needs to be 80 20 80% of what you share. What you talk about, what you interact with has to be about someone else. 20% of the time commit can be self promotional. I tend toe go a little bit later, maybe 10% of the time will promote my own links, but really, social media is about building relationships. That's not gonna happen if you're on there, saying I wrote this and I saw this and I'm amazing and listen to me and blah, blah, blah, blah, blah. This is my personal and professional Twitter page, but mainly just use it for my business. I could see here I have a couple of lengths in the bio, but this is the key one for May. This was actually the very first back link I had to my website. Hit the pause button and go to your social media pages and make sure the link to your website exists in every single one. Your bios that will give you your very first back link and these Air High Authority back Ling's because they're associate it with high authority social media networks. A couple of rules in general. One. I always make sure to write something from scratch. I will never copy and paste a line from something someone wrote or from myself. I believe that if you're gonna take the time to be on social media, you should actually be there. It would be like going out to dinner with a friend and just reciting movie quotes the whole time instead of actually having an engaging and meaningful conversation. so take time to actually write something. I mean, it's only 100 or so characters. So it's not like you're writing a novel just quickly scanned through whatever you're about to share and put some thought into it. Another thing to keep in mind. Another thing to keep in mind is that ultimately the credit belongs to the person who came up with it. So in every single thing I share, at least on Twitter, because it makes it really easy, I will tag there handle. So you have search engine land, Smashing magazine, Creative Block, Web Designer, Depot, Forbes. And, of course, don't forget about engaging. You'll find that the more time you spend actually engaging with others, the more time they will be willing to look at those self promotional things that you dio And when they dio, they're going to start liking on responding and sharing. This will be the very first step to you building back links 8. Form Relationships with Digital Publications: So this is our last step. And this is where I'm finally going to start talking about back wings. And I know that seems ridiculous in a course on S E a link building. But as I have tried Teoh established here it's much more important to build authority online and get genuine back wings. Then to try and short cut the whole process and beg or barter or buy your way into back wings because they're not gonna help you in the long run and your audience is going to see right through it. So here's what you need to know about back links. One you need to go after high authority websites. That means when you do a search for a topic related to that publication, they're gonna show up on the first page of search results. Second, you should only reach out to publications that are looking to talk to people like you. Book is your attention on websites that actually want content. That's your best bet for getting back links to your website. Here's what you could dio go to Google type right for us. You're gonna get a whole bunch of results here of websites that are looking for people like you, people who have an area of expertise and uh, an original message. They want to share with their own audience as well as the publication's audience, which should overlap in some way. Spend some time looking through probably the first five pages of the search results and see if any of these websites match your area of expertise. If they do, follow the link, make sure to read any information they've given you in full. The last thing you want is to spend all this time trying to find publications that will help you build back links, only to screw up your submission to them. And then before you submit whether it is a pitch by email or you've written something in a Google doc for them, read through every single one of their notes on this page. If there is anything and make sure you followed it to the letter. So let's say you looked through this list and you're just not finding the publications you'd hope to find. Let's say you really wanted to be published on Forbes, but for some reason nothing showing up here and that's because Forbes isn't really outright about wanting writers wanting contributors, even on its own website. It's not really easy to find that information. If you want to get published on a specific website, do a Google search for something like Forbes Submissions or Forbes contributor guidelines. In this example, Forbes does have contact information, and you can even see in the meta description that it's a submit story pitches. So that's pretty promising. You're looking for this and all they want. Our story pitches sees, UM, a title idea and a quick summary of what you're thinking about writing. And in return, you might not get paid, but you'll get a link to your website in the bio, and that's huge. That's exactly what you're looking for in terms of back links. But before I wrap up here, there is one last thing I want to recommend. And that's to be smart about how you get your back links specifically fine publications, podcasts and other outlets that want contributors. And I'm talking about once a month once every other month, where you submit content to them and you get a back link in return. If you go about this process trying to find a magazine that will publish this idea one month, another magazine that will do a sponsored post for you another month and then maybe this other magazine that will listen to a few of your pitches and then spend like three months considering them, and then finally get back to you about whether or not they want to publish you. It's just really inefficient and time consuming, and you can't afford to do that. You have other things to do to run your business, to create content, toe, build relationships and take care of your clients. You don't need to spend all this time trying to find places that will help you build links . That's why so many people resort to buying back links or just begging for them. If you do it the right way and you form a partnership with a publication or two that you trust and that trust you, this whole thing is gonna be so easy. It will become a streamlining thing where you just add it to your calendar once a month, Talk Toso and so editor submit content. That's it. You get a back link, and it's a given every month for month month and get a new back. Ling really advise you guys to take the easier and smarter approach to back link building. Otherwise you're gonna end up with links that don't do much for you or with way too much time spent on a variety of links that just aren't worth it. There's a really good way to go about this, and I'm really hoping the information I've given you today has provided some insight into how you can accomplish that. 9. That's a Wrap on SEO Link Building: As you could see, I didn't spend much time to talk about the actual active back link building, um, or the process of chasing don't lengths, um, begging for them, bartering for them, buying them. And that's because if you focus on growing your authority organically and getting genuine referrals and recommendations from websites and people on social media, the back links will come naturally. And with the you'll get a whole bunch of highly motivated and qualified prospects. You wanna work with the person who created that really great piece content or has that perfect that service where we just shared a really interesting and relevant, like on social media. But I hope you guys take this lesson, the heart. It's something that I see business owners and marketers make the mistake of doing over and over again, just focusing on back ling building, getting as many back wings as possible. Remember, this isn't a numbers game. This is about getting high quality lengths from high authority. Resource is to that. Eventually, some day you become that trusted authority. So if you're interested in learning more about this topic or just s CEO in general, I recommend you go back through my archives and take some more of my s CEO courses if you haven't already. And I'd also recommend ah following me on Twitter. That's where I share a lot of tips and articles on Web design and marketing s seo. Basically anything to help you make more money online. The other questions on today's course or on S CEO in general, please leave them in the comments. Thank you.