The Art of SEO Link Building is Finally Getting Interesting

Search Engines have evolved into a new consumer,only lists relevant websites, but images of the
communications and marketing channel. Google,children's television show characters as well as other
Yahoo and MSN serve 213 million searches a day.interesting narrower searches and other related
In fact, 9 out of 10 internet surfers use a Searchchildren's TV shows.
Engine to start their internet journey. Therefore, ifGoogle calls it Universal Search. In the not too distant
your website doesn't have visibility in the engines,future when you search for Madonna you will be
you are missing significant volumes of traffic.served listings of Madonna sites, Madonna photos,
What is Search Engine Optimization (SEO)?links to buy Madonna tracks, latest news articles
Search engine optimization, or SEO as it's commonlyabout Madonna, you tube videos of Madonna - all
known as, is an online marketing strategy thatserved on the same Google SERP. This is why link
involves designing, writing and coding your entirebuilding has become more interesting over the last 18
website with the intention of enabling search enginesmonths.
to index your site easily and efficiently. The sole aimGoogle is up weighting the value of new forms of
and objective is for it to rank higher for keywordslinks as they index not only websites but all the
relevant to your business. Optimizing a website andavailable content, videos, music, images, news etc.
building link equity, are critical to gaining visibility onthat they will need to populate their new Universal
the organic or natural (left hand side) of a searchSearch SERPs.
engine results page (SERP).Submitting rich videos with the correct file
Two Parts to SEO: On Page Optimization and Offdescription, to video directories can have a great
Page Optimizationeffect on your link building results. You can also place
SEO, is done in two stages, known primarily as onimages, which are named in relation to your meta and
page and off page. On page involves the websitewith links back to your site, on photo sharing sites.
itself and fundamentally evolves around the design,Fresh news also has a high value as Google prepares
build and copy laid out within the actual site. Off pagefor Universal Search. And of course up to date blogs,
relates to building link equity for your site throughforums and web 2.0 sites are high on Google's list of
what is referred to as, Link Building. The latter iscontent providers for their new SERPs - therefore
basically about gaining 3rd party exposure of youractive links from these sites are very valuable in the
website. Both activities are necessary to improve anewly invigorated world of link building.
site's position in the engines' Natural Listings, forFor examples of Active and Passive link building
relevant searches.please see the case study below of a successful
Two Types of Link Building: Passive and Activeongoing campaign developed and managed by Tug's
Passive Linkingteam of SEO professionals.
Traditional link building to create 3rd party exposureSearch Engine Optimization Case Study: Problem:o
and to build link equity has concentrated on passiveCelebrity blog, Mr was launched in November 2007
linking. We define passive linking as the creation ofinto the competitive online gossip arena.o Backed by
links that will passively stay linked to your site,Darryn Lyon's celebrity photo agency Big Pictures, Mr
waiting for a spider to index them. This includes paidhad the largest photo database in the UK, but no
link directories and reciprocal linking. With a newtraffico The website had no visibility on any page of
website one should still always starts by laying athe major search engineso Mr needed a cost
foundation of links within general and vertical specificeffective way to drive high volumes of awareness
directories. The next step would be to develop atraffic to ultimately monetize the new property
base of article submissions, using white papers or PRSolution:o From launch, Tug developed a PPC
stories. However the next step in your link buildingcampaign focusing on driving cheap traffic from the
strategy has become much more interesting as thereGoogle content network.o In addition, the site was
are so many valuable new ways to link build such asoptimized for the keywords: Celebrity News,
active link building.Celebrity Gossip, Celebrity Videos and Celebrity
Active LinkingPhotos - the most searched for keywords in the
Active link building is creating links that could spawnverticalo Tug worked with the development team to
the creation of new links through active humanoptimize the content and coding of the site, as well
interaction. Leaving comments on a relevant industryas improve the content management system, to
blog with a link back to a pertinent white paper onmanage the optimization of daily posts.o In January,
your site would be an innovative way to drive engineTug started link building. The first 2 months were
spiders as well as humans (consumers or expertspent laying a foundation of links in general and
influencers) to your website. Many forums allow linkscelebrity directories.o In the following months Tug
back to your site within conversations. Keeping thebacked this up with pr and celebrity article
conversation going on several forums and blogs withsubmissions, posts of fresh news on news feeds,
a good Page Rank is a great way to practice activelinks with other celebrity blogs and discussions on
link building. An industry has also sprung up around therelevant forums. Exclusive videos were also posted
creation of Facebook and MySpace profiles. If kepton video directories, baiting people to come to the
up to date with relevant, rich content and value addsite for more.o Due to active linking these links were
links back to your site, this is another strong form ofspread by interested parties and resulted in increased
active linking.exposure and even more good quality links.
Passive Link Buildingo Free / paid directoryResults:o After 5 months Mr had a top 5 position on
submissiono Article and news submissiono PressPage 1 of Google, Yahoo and MSN for all targeted
release distributiono Reciprocal linkingo Video &keywordso Over 60% of the site's traffic comes
Image submissionsfrom Tug's Search activityo Month on month direct
Active Link Buildingo Forum Threadso Blogtraffic is growing steadily showing that users who
Commentso Corporate Bloggingo Social Networkfound the site through search are now coming of
Profileso Link Baitingtheir own accordo By using only PPC and SEO to
Link Building is getting more Creative due to thebuild traffic, in less than 9 months, Mr Paparazzi now
coming of Universal Searchboasts over 6 million page impressions a month! It is
Google has been experimenting with the look of itsnow viable to sell advertising and monetize the site.
results page as well as the types of results itThis white paper has been prepared by Tug. Tug, is
provides for a specific search. The next version ofa Search Engine Marketing specialist agency, based in
Google will look a bit like the latest version of GoShoreditch, London.
check it out. When you type in 'Fraggle Rock' it not