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facebook ads seo tips 2020


facebook ads seo

Facebook gives you the ability to make targeted ads get in front of the right people very easily. Using technology, voice recognition, peoples search history and much more getting your Facebook ads set up properly can ensure you get a decent ROI and the cost of Facebook ads can be a lot cheaper than you think. It is also a lot easier to set up and implement, there are only so many options you can choose when setting up paid ads on Facebook and is nowhere near as complex as you might think. So below is a video of me showing you all of the available options that you have available when setting up a Facebook ads campaign, you can follow suit and have your campaign set up in 10 minutes. 
The thing about these Facebook ads compared to the advertisement on YouTube, for example, is how subtle the ad placement is. When you are watching a YouTube video you'll notice the majority of the time there is a 30-second ad that is skippable after 5 seconds and sometimes can't be skipped at all. Needless to say, lots of people hate YouTube adverts. Most people these days will download an ad blocker or will refresh the page until the ad disappears. What sets Facebook apart from this aggressive style of marketing is how subtle advertisement works throughout the site. 
You may think it's just a coincidence that you were looking to buy yourself some new clothes and now throughout your Facebook feed you can see shops(even the ones that you just visited) appear showing you the latest offers and deals that they have in store. It is no coincidence it is technology at its best and it prompts people into action, I don't know how many gadgets I've bought after being targeted via Facebook and a lot of others are the same, they are impulsive buyers. Well, this is no coincidence, this is, in fact, the works of Facebook advertising. Below is an example of how a Facebook ad would look:

There are a few tell-tale signs that let you know its a Facebook ad.
  • First, the ad in my news feed has sponsored in small writing just above the ad.
  • Second is the ads on the right-hand sidebar of Facebook that also says " sponsored " just above them.
  • At lastly is the "create advert" option on the right-hand side.
These ads will appear in many different places throughout your Facebook feed. The ad, in this case, is classed as sidebar ads. These appear on the right-hand side of your Facebook feed, which takes the place of a white space. The other areas that you find Facebook ads include:
  • Inside the Facebook feed via Desktop
  • Inside the Facebook feed via Mobile
  • On Instagram
  • The audience on the mobile network(Inside Apps)

Facebook Advertising Step by Step Guide

Once you go to the "create an advert option" you'll see the dashboard above. Along the left-hand side is each of the steps you need to complete the set up for your Facebook ad.

Campaign - Objective

The first step is choosing what your ad is targeting. There are quite a few options here to choose from, each of which will affect what people will do once they see your ad. These objectives are broken into 3 main categories: Awareness - To make people interested in what you have to offer, you should select this option. Consideration - For creating an ad you want people to think about and further research. Conversion - This area is for creating an ad that encourages the user to carry out an action such as buying a product. You can read more about each of the options within these categories here

Advert Account - Create Account

You will have to create your ad account in the next step, fill in the details that you see, which are all fairly straight-forward. Next up is Choosing your audience. On the right-hand side, you'll see a meter that tells you how broad or specific your ad is. Under this is the details of your audience and the number of people that it could potentially reach. The default settings for this are pre-determined by the option that you chose at the beginning.

Above is an example of how many different options there are to choose from. Facebook shows you how popular each of these topics is and what demographics they will target. You can choose as many of these as you want to help target your ad. Connections - With this option, you can select your audience from people that have had specific connections to your page. For example, you could narrow it down to your page likes.  Anyone that has liked your page or friends of people that have liked your page could be your main targets. You can also choose to exclude these people if you would rather go after people that are unaware of your business.

Advert Account - Placements

Next up is where your ad will be placed. You can either choose the automatic placements or edit placements. The automatic placements option will select the areas that ads with that objective usually performs at it's best. I recommend you choose this one if you're completely new to Facebook ads, it will select the options that will be best for your budget without taking any risks. Edit placements, on the other hand, are best if you want to target something specific or you want to optimise for a certain result. Depending on which objective category you choose, certain options may not be available, this is something you'll need to consider before going through with your ad.

Advert Account - Budget

The Facebook budget section is where you choose what kind of money you'll be spending on the ad. Budget - There are both the daily budget and the lifetime budget option. The daily budget will be spent on your ad every day while the other will last for as long as you set the ad to run for. It's entirely up to you which you choose to do. The minimum amount that you can spend on the daily budget is £1.00. Schedule - Here is where you can set the date that the ad runs between. You can select a start and end date on the calendar or have the ad run continuously.

Once you decide to run your ad, Facebook will spend no more than your budget for the week. What this means is although your budget is set to a specific number, this is actually seen as an average by Google when they are dealing with your daily spend, with an increase of up to 25% available for them to use. This is used to help maximise your spend by capitalising on opportunities even if your budget doesn't quite meet the mark. This doesn't mean you'll overspend, however, Facebook will make sure to spend less on other days to ensure that it does meet your budget by the end of the week. The ads will never spend over the 25% mark that is given, so you don't have to worry.

Advert - Format

The format section is where you choose how your ad is going to appear. There are 5 different options for you to choose from as your base layout:
  • Carousel
  • Single image
  • Single video
  • Slideshow
  • Canvas
You can choose whichever one you want, just be sure to choose one that applies to the content you're adding. For this example, I'll be using the single image version. With this option, you can have up to 6 different photos for your ad at no extra cost.

Page and Tex

On the right-hand side, you'll see a preview of how your ad will look and the left is where you make any of your changes. In this example, I am setting up an ad for a coffee shop. If you don't have any photos to use, there is a whole array of free stock images you can use. You can access Shutterstock's images directly from Facebook with a search bar available to help you find the images you need. Next up is the text for your ad. All of the information needed here is pretty simple, just make sure that your text is straight to the point and makes clear exactly what you are offering. There are a few extra features you can use in the ad such as a website URL and a call to action button. Like I mentioned previously if you are going to add a button you'll have to choose from one of the buttons Facebook already have. Once you're satisfied with the look and style, you can preview how your ad is going to look in the many different formats. Just click on the drop-down menu that is currently displaying "Desktop News Feed" and have a look at how all people will see your ad. That's you now ready to send your ad to Facebook for review. Facebook have to check your ad to make sure you are following the guidelines that you can read up on here. If you followed the steps I've shown here and haven't placed any spammy text in your ad then you won't have to worry about it being disapproved
 Click on the "Review Order" button to preview everything in your ad one last time and then place your order.

People you choose through targeting

This is the most important option with Facebook ads, ensuring your ad is promoted to the right audience you can pick various options such as:
  • Gender
  • Location
  • Interests, Job Titles, Fields of Study
So you can really hone in on people who are going to be interested in your specific ads, and this will convert a lot better than sending out your ads to random people who may not have any interest in your product or services
you get the best ROI you can get from your Facebook ads campaign.

Now here is how you can become even more targeted

So using the information you can become pretty laster targeted with your ads, as Facebook itself also uses voice recognition as well in order to serve people ads based on things they talk about. Yes, Facebook listens to what you have to say, ever had a conversation with someone about something and the next thing you know your being served a Facebook ad on that very subject. I guess some people put that down to a coincidence and refuse to believe Facebook listens to you via the app on your phone and serves you ads accordingly. Mark Zuckerburg himself tapes up his own camera and mic as seen in this article in the Guardian

So with Facebooks inbuilt technology and your targeting options, Facebook pixel and everything else installed then you do have a fairly good set up going on. But you can actually target people using your mailing list, you can upload your mailing list to Facebook to serve ads to people who are on your emailing list or however else you may have got your hands on this data. 

So how to action this, you will need to go to your Facebook Ads manager, normally you will need to click the top right-hand tab where you will find your general Facebook settings, then click manage ads and you will see a dashboard similar to the above. You are then able to create an ad and you will see an option on the left-hand side called " audiences " if you click on that you will see the following screen.

So you can then select customer file, and upload all of your email addresses here so that your ads are served to those people on Facebook, you are maybe thinking that could be a bit hit or miss and of course that could not work that well for you if you have a crap mailing list. So for those of you who have a crap list, then I have made another short video with an idea on how you can make that list a little bit better. 

Summary

As you can see, creating a Facebook ad is really quite easy. The setup process does a good job of holding your hand through each step and gives you all the information you need to tailor the ad to your audience. It's now up to you to check your ads performance to make the most from your Facebook ads, you should regularly keep an eye on it to see what's working and what's not. From there you can make changes and your next ads will be improvements from your last. Practice makes perfect, now you have the basics it's time for you to start your own Facebook ad campaign it really isn't that complex and you can easily replicate what others are doing on Facebook ads

my seo search speaker course 2020

Search Norwich

I was invited along to SearchNorwich to talk at their new event on September the 6th 2018, it was the second event they have hosted, with over 50+ people in attendance which is a great turnout for only the second SearchNorwich. Free Beer, Pizza and a whole bunch of people from different industries in attendance, gives you the opportunity to network and learn from likeminded people. Personally, I enjoy these meetups as there is a lot of value at these events in terms of networking, but also learning from other people speaking at the events, you get that one to one interaction with people and dealing with people on a personal level does work a lot better than speaking at events where you will never get to interact with the audience.

My Talk

My talk got a lot of good feedback but as always you do get negative comments, Black Hat SEO, cheats tips or tricks might not be for everyone and I'm not there to ram them down everyone's throat, but they are very much part of what goes on in the SEO industry and its important that people are aware of tactics other people use. I was asked to deliver a controversial talk and discuss some of the tactics that people tend not to discuss. But it is also important that you do any of the tactics at your own risk this may suit some businesses more than others, but also its equally important for people to realise that some of those who claim to be doing whiter than white SEO are also using tactics similar to the dirtiest spammers out there.  

Video Transcript

So, my name's Craig, normally what I do is training and consultancy. Now, I've been there doing that whole agency crap that quite a lot of people might do. Didn't enjoy it, and listen, each to their own, just I've not got the right temperament for listening to clients. But I started out as freelancer in my bedroom, built up an agency, decided to sell my agency because, as I say, clients were busting my brains and wasting too much of my time, and it wasn't enjoyable for me. 

So, obviously I've been through the different events, speaking at Brighton SEO, SMX Milan. You might see me on SEMrush webinars, and talking at Chiang Mai SEO Conference, which is on in October. I think it's sold out now so if anyone wants to go it's too late. But, that's where a lot of the black hat people are, people who are cheating are going to talk and that's where you'd probably pick up quite a lot of knowledge. Because, as Mark said, trying to find out this information is really hard out there. 

You know, I spent years going round in circles, believing one guy, making mistakes, believing that this tool was the best thing, or this strategy was the best thing, and it was all a lot of garbage, in a lot of cases. So, it takes quite a bit of time to figure out what's what, and how things work. So as I say, I had nine years as an agency, not for me. Now, which hat do successful SEOs wear? Now, I don't really like being called a black hat guy. People term me as black hat, and quite a lot of people in the industry will term me as black hat, dodgy or whatever. The same as, someone like Elody will be seen as white hat because, you know, they're doing all that kinda stuff and allegedly not cheating. But, I've got friends (laughs) sorry, you might do it all legit. I've got friends who own agency and stuff and, they claim to be PR agencies and all white hat and stuff, they're cheating as much as the next guy. It's just what sales pitch you want to give to your clients, and obviously, if you say that you're doing something dodgy, a lot of clients do get scared. So, what is white hat? You know, ethical SEO, ethical practices.

You need huge budgets to throw behind pay-per-click and everything else, PR, getting stuff in newspapers. Small budgets won't work that far, and when I was starting out as an agency, I had guys that were paying three, four, five hundred pounds a month. Very small businesses, builders, plumbers and stuff, you can't get them a link to the BBC or whatever, there's just not enough time to pitch that, write your content or whatever. So, somehow, you have to cheat or you just take the guy's money and do no work, which means that you'll no longer get paid, in the long term. Blackhat, as far as I'm concerned, there's these kinds of spammers out there, you've probably seen them all on Facebook groups and all that kind of stuff, selling five hundred likes for five dollars, that website called Fiverr, there's all sorts of garbage on there. That stuff to me is pretty much black hat. What I would consider, that I'd do is the money-hat stuff. 

So, I think it's silly to label yourself one or the other. At the end of the day, we're all here to make money, be successful, help our clients, and keep staff, and whatever else you're goals are as an agency, to hit your targets and whatever. So, there's a difference between being clever and being spammy, as far as I'm concerned. I don't go out to Fiverr, and that's what I think a lot of the customers will think that I do. When they hear that term black hat, they'll go, oh you know, Fiverr gigs and iWriter content, and all that kind of stuff, it's all garbage. So, black hat SEO, it does exist to an extent, but it's a load of garbage. People who know what they're doing won't really label themselves, it doesn't really exist. The same way that the tooth fairy, Santa Claus, these guys don't exist, it's all nonsense, everything's all lies. I put a thing up, here. He who is not courageous enough to take risks will accomplish nothing in life. You know, I've sat, been an agency, earning hundred grand a year, or whatever, I was able to take out of an agency. It was garbage, it's not a lot of money in the grand scheme of things when you're turning over and you've got all these staff, and all these overheads, and all these tools, and everything else. 

I think, sometimes, you have to ask yourself the question, do I want to take risks and make more money? And that's what I've decided to do. So, traffic boners are what it's all about. Getting high traffic going to websites that you work on, whether you own them, or whether it's client websites, or whatever. So, the term traffic boners would tend to be something along the lines of that going up the way, obviously. And, that's someone that I'd done a bit of work for, and you want to see traffic going up. And, that's the kinda income that they get, 86 grand a month's not bad, for someone who was earning a lot less than that, six, no, telling lies, probably starting about October last year. But, 86 grand a month for someone isn't a bad income, it's nearly a million pound business doing a bit of SEO, and what I'd done was so-called black hat SEO. Productivity is the key. You know, what I hate about agency life is, that you're having to do a lot of justification and not doing a lot of work. You've got a lot of pitches, a lot of board meetings, a lot of pie charts, and a whole load of other garbage, trying to pretend to the client that you're actually doing work that you're not actually doing. So, I think productivity is the key, to this, actually getting down and doing a bit of work is hugely important. Time is money at the end of the day, report on what you need to, to clients.

Rankings, traffic, conversions. Clients are too nosy, they want to know everything. What links you're building, how you're doing it, why you're not doing this. Clients will say to me, oh I see Neil Patel talking on a blog, chatting some shit out there. He doesn't even write, his ghostwriter probably stole it off my website. Clients are too nosy, but there's nothing more painful when you hear clients saying, oh I heard this guy saying this, or I bumped into a guy down the pub and he said this is the best way to do stuff. You're always arguing with clients, so time is money, you want to automate a lot of that shit, reporting and all that kinda stuff and get away from it, if you can. Or just, you know, evolve, and work smarter, not harder. You can delegate a lot of this stuff, you can outsource it, or you can use automation for a lot of the reporting, and all that kind of client garbage that you have to put up with.

So, I'm gonna go through some of the stuff that you guys probably want to hear about. I'm not gonna go into too much about private blog network, purely because the last few talks I've done, have all been based on private blog networks. If you want to know the ins and outs of how they work, you can watch one of the other videos, I don't wanna keep saying the same things over and over again. But, private blog networks work really well, if they're done properly. To this day, I buy domain names from guys, expired domain names and power up websites with them and they work really, really well. There's a picture of a graph, where the PBN backlinks started, and you can see the increase in traffic, as a result of that. And, they do work. You know, a lot of people say, PBNs don't work, they're garbage. These are only guys that have been caught, there are guys that have got PBNs that'll just set up crappy, they're all in the same server, they're all full of crap content and all that kind of stuff. Google will penalize that kind of rubbish, but if you've got PBNs that are treated properly, they've got content on, they've got their own backlink profiles, and whatever else, then they are powerful. I'd say it's just the same as getting a link from another website, so PBNs do still work. You can have a kind of tiered structure with PBNs, you know, you've got your money website, you've got different tiers there, and then you've got all other tiers below it. You don't want to power too much PBN right to your money website, you want to, for example, say that's an article that Elody wrote on a website, and maybe I've been lucky enough to get a link on that article. I'll maybe power that article up with a whole bunch on PBNs to make it really worth my while because your article's probably gonna be average in terms of power. In terms of power, not average in writing. So, I would want to power that thing up and make it worth my while, and that's where PBNs come in. 

What a lot of people do, as I say, it's called juicing up lights or whatever. They will also use things like Sape, which is a Russian network of links. Basically, what the Russian guys do, is just hack websites, so if I want a whole bunch of construction links, then the guys from Sape will get me links. Whether you like it or not, and whether you own the website, my link's getting placed on your website and it will repeatedly get put in that website. Because I think, I can't remember what the stats are, it's over 30% of websites out there are built on WordPress, which is very easy to hack. So, you might think you've got your kinda Wordfence or whatever you've got on there, protecting yourself but there are guys out there, placing links on your website every other day. So, that's what Sape is and that is what I would power up Elody's content with if I had a link on it. So, I'm not gonna damage one website, the chances are your getting damaged, so, if there are any penalties, they're going your way. Now, other things that work, now, what would say is careful when you follow the masses. 

Now, everyone is SEO, I know, has tried and tested, click-through rate, and click-through rate is a ranking factor. You know, it would make common sense, obviously no one knows the ins and outs of how Google works or whatever, but obviously, it's all about testing. And click-through rate is something I've tested, personally, myself, and had good results. You know, I'll use things like HitLeap or whatever, to send traffic to a website, to kinda make it look like it that page is getting a lot of clicks, and the rankings improve, it's there for everyone to see. So, what I've done, as I say, is do a lot of testing, so I can try traffic from different countries or whatever, as well, like the US and stuff like that. And, just throughout my testing phase, it goes up, it goes down, because I took it off, then it goes back up and it goes down. So, click-through rate manipulation, for me, does work. It's something I've tried and tested, that's my own website, I don't rank for shit in America, don't have any American link, but when I started testing that out, you can see the results do increase and decrease when you stop doing it. So, as far as I'm concerned, click-through rate is a big thing. Now, one of the tools that you can use for click-through rate manipulation would be HitLeap. The cool thing about HitLeap is, it's fairly low-cost, don't know if I've got the price on there, yeah, so there's the price, so, you'd probably only need about a hundred thousand hits a month, you know, maybe not even as much as that, maybe 30 thousand, so it's $19. And, basically, what you can do, on HitLeap is you can make that website look organic, you can make it look like referral traffic, you can make it look like whatever you want. 
So, if you want to make your website look as if it's getting traffic from the BBC, of any of these of big, powerful websites, you can do so using HitLeap. And, it all shows up in your analytics as well, so it is working well. And, click-through rate manipulation is another thing that I would use to boost a website, on top of PBNs and everything else that I would choose to do, and it works really well. So, [inaudible 00:12:04] doesn't work, not sure what theory they've got behind it, but everyone I know in the SEO industry is doing stuff like that to get a decent lift on their websites. Now, other tricks that I have done, this is quite a naughty one, I've had to be careful because I wasn't sure if this was being filmed or not, but this is one I no longer really do. A black hat-trick that I used to do, so I was doing a lot of affiliate stuff for hotels, through Booking.com, and obviously, I was getting decent money for it, and I was thinking, how do I get more traffic to my website? How can I trick people into doing it? Now, you can go out there and see Elody, I keep using you as an example, but it's funnier just to use you as an example since you're a local. Elody, give me great content, do this, do that, the next thing. Or, go out and get links, or do some other bullshit. I couldn't be fucked doing that, so what I'd done, was every hotel that I approached. I basically said to them, I want to do a free audit for your website, I'll give you a free audit

, I want access to your search console, analytics, map listing, I'll make sure it's all in place and I'll do it for free with a view to, maybe, getting an SEO gig. 
I had no interest in getting the SEO gig, whatsoever. What is used to do, is basically go onto the Google Map listing and where it says website, it used to put my affiliate link in there, but I used to use a URL shortener and then, that was it, I gave them a shitty free audit, you know, Screaming Frog, or whatever. Now, these people are so fucking dumb, no one's gonna goes into the Google Map listing to check whether that is done. And, even if they did physically go and look at it, they're not gonna know what the fuck that is, it's just a URL shortener. Now, everyone who's gone through that Google Map listing has given me an affiliate fee, and I got away with it for years and years and years. So, when Google Map listings came out, it was quite a good trick, and it still works to this day. I see Mark's fucking coughing in the corner, over there thinking, what a fucking, what a genius. Now, even in an area like mine, now, I've not done this to the Hilton in Glasgow, just in case there are any Hilton representatives that are ever gonna watch this video. Even a hotel like the Hilton in Glasgow, gets 14,800 searches a month, so there are literally thousands of people looking for the Hilton hotel in Glasgow, and will go to that map listing and click on it, and I'm getting a percentage of every fucking fee. And, the Hilton don't know, the Hilton don't have a clue, they're just paying me thinking I'm some great SEO guy. 

So, I made quite a lot of money doing that, so that's another black hat trick. So, you've got to think outside the box, is the point, here. There are more ways than writing good content to make money, and that's the way it goes. Now, if you really want to be an absolute bastard, as well, which I tend to do. I also went in and put a premium number on the map listing, so I get paid 7p for every call they got, as well. So, anytime people were phoning up, I used to, you basically got websites, or companies out there, like that one there, who will give you revenue for having premium numbers on your website. So, that's something you could do as well, on top of that, to make a lot of money. Now, I'll tell you a quick, it isn't actually in my slides, I don't think. Right, it's not in, but I'll tell you another good way I made some decent money, as well, and it's a genius trick, and I made a lot of money doing it. Is, Elody talked earlier about content, and how much of what's really important.  So, what I did was, built a website that's just full of contact numbers for the likes of anyone who's got customer service, whether it's insurance, bank, whatever it might be. So, I've got a website out there, I'll show you it later on if you want, once this camera's off. 

What I've done, is just ranked well for things like Barclays customer service. All I'm competing with is a shitty contact page that has no content on it. So, content alone ranks me well for it. So, when someone Googles Barclays Bank customer service, my page comes up number one and I've got a premium number on it. And, there are literally fucking hundreds of thousands of people searching for that shit a month. So, that's another naughty little trick, that you can do with premium numbers to make some money. Link building tricks. Now, there's a couple of link building tricks I want to share that have worked really well over the years. 78% of the facts on the internet are unverified, it's all just bollocks that people are putting out there. As far as I'm concerned, lies make amazing SEO. If you tell lies, you might actually get somewhere. So, you've got things like The Telegraph, that's The Telegraph newspaper. And, I'm not saying The Telegraph you can use, like, the Liverpool Echo, or any kind of local paper and stuff like that. You'll always see at the very bottom, they'll always credit whoever that image belongs to. Now, no one checks shit, remember what I said before. What I've done, and done very successfully, was reach out to people saying that's my image and I want credit for it. The stupid webmasters don't even query it, nine out of 10 people do not query that shit and give me a link on the website for free. So, you just go on to Pitchbox, just do an outreach campaign and nine out of 10 people will give you a link, willingly, without even asking a question, like, prove it's your picture or whatever. Obviously, one out of 10 will say, go and fuck yourself, no it's not, I took it myself or whatever. Then you can just say, listen, you can either just bow out at that or you can say, oh it's very similar to one that I took last month, or whatever. So, that works really well. You'll see, it works really well with bloggers, as well, they always put image source there and whatever. 

So, you could claim that that lion was your picture or whatever, and the chances are you would get the link, which is quite a cool trick. And, it does get you quite a lot of links and has been hugely successful for me over the years. Also, other lies that you can tell, quite a lot of my PR agency friends do this kinda stuff, and they claim to be super PR people, and they've got contacts in all the right places. All they're doing is making up bullshit case studies, making up stats and data, and asking a webmaster to update the stats and data. Now, all these newspapers and stuff are hungry for content, desperate for stats, and if you can provide them with those stats, the journalists will never, ever check that shit. I've never had a journalist check that shit in my life. I don't know if some of you agency guys pitched to get articles placed in places, does anyone even verify what bullshit you've given them? They don't, if your stats sound good enough, they'll go on that article, job done. So, just tell lies, it works better than telling the truth, as far as I'm concerned. Reach out to them, there are lazy webmasters out there, they don't give a shit. The editorial person or it might an intern, or whatever it might be, they don't really give a shit. They'll just do what you ask them. The link gets placed and then you just rinse and repeat that process. And again, that's another way of getting some decent links. The RSS feed trick. Now, this might be quite naughty and Elody might not like this one. But, say Elody's got great content again, sorry Elody. What I could do, is sign up to a bunch, or your RSS feed, your agency's website or whatever, and whenever you post a blog, I've got a custom-made tool, well not me. Other people have got custom-made tools, which will take your content, alert me, and I'll just copy and paste your content and send it to an indexing tool, and I'll get my article indexed before you, and you're seen as the one that's copying and pasting content, not me. So, if you ever want free content, that works really well as well. You can get a custom-made tool for about a hundred dollars that will just grab the, it's the easiest thing in the world to do, and grab someone like Elody's good content and pass it off as your own. 

You might get into legal battles and stuff, but there are people out there doing this stuff for PBNs and they don't really care about legal battles because the websites are not listed in any legit person's name. So, that works really well, as well. If you're doing affiliate marketing and stuff, as well, then laws and legal stuff really do not come into it. So, it might be different if you're an agency or whatever, but that's quite a good wee trick. Another good tool, that's, it's not so much black hat, I don't know if any of you guys have heard of LinkedHelper.com? Which basically automates your whole LinkedIn process. So, I've got quite a big following on LinkedIn, I think I've got nearly 40,000 followers. Now, what do you do? I don't really post a lot of great content there, because I'm not really interested in trying to acquire new clients. But, what I can do, is do outreach. So, if I wanted a link in say, The New York Times, I can reach out to someone automatically to The New York Times, or people who are interns at big newspaper publishers or whatever it might be. I could add them, I could mass message them and I can get links from them. So, you can use it as an automated kind of outreach tool. But, you can do a whole heap of other things with it, as well. You can basically add people within the SEO industry, you can delete people that you don't want, like recruiters, if they're bugging you or whatever, then you can automatically delete people from it. You can view people's profiles, you can endorse them automatically, add them to groups automatically. It's a great tool, and it only costs £15 dollars a month, and that's been the secret to me building up my LinkedIn profile over the years, is that automation. So that when anyone does automatically message me, then I can just do it manually, no problem at all, but all that grunt work is done automatically, and it's doing the work 24/7, so it works really well. But that is enough tips, don't know if I'm running out of time or not, but that is a couple of the kind of black hat tips that I wanted to share with you. You can take from them what you will, but they do all work and work really effectively. So that's just some of the stuff that other dodgy SEOs are doing, over and above some of the stuff you guys may be thinking of doing, or talking about doing or whatever. There are guys out there doing all sorts of outrageous stuff, thinking outside the box. I think that's what you need to be doing, rather than chatting crap to clients.

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Hi guys. A quick video. Well not quick, it's going to take a bit of time. I will open up, this is a can of juice you can hear opening, not a can of beer. I'm going to go through my link building slides that I do in Milan first and foremost. I was talking in Milan, the MB Summit on Thursday and Friday and my specific topic was link building and Gareth does want me to talk about link building as well, so I will run through the slides. It saves me making any others, then show you some other stuff as well, and try and give you as much information about link building as I possibly can. The topic here is, I'm going to have people probably saying some of this stuff's risky, some of this stuff can't be applied to client sites and whatever. I'm only showing you how far people go to build links, whether you implement them into your own strategy and stuff like that is entirely up to yourself.

Obviously there is an element of risk with some of the tactics but obviously, as an SEO my job is not to get websites banned or penalized because it costs me money. Everything is done within moderation and you can take bits of this information, all of it, some of it, whatever. Entirely up to yourselves. Just some of the link building techniques that people never really talk about publicly. I'm sure guys in the affiliate market world will be slightly different. Not sure how much of this stuff's going to be new to you or not but I'm sure there will be some tips in here. First about myself for anyone who's watching and doesn't know anything about me.

My name's Craig Campbell. I'm from Scotland and at present, I do consultancy, training courses, affiliate marketing and link building. Link building's always going to be a key part of SEO and the big part of what I do and the techniques around link building and all that kind of stuff is stuff that I do for myself and my affiliate marketing websites. Yeah, try and keep on top of the game and keep up with the current trends.

You may notice me from panel.seoestore webinars. Over the years, I've done a lot of panel.seoestore stuff. Not necessarily on link building, a wide variety of different stuff including webinars with David Amerland. I've also spoke at Search Leeds, done the Chiang Mai SEO Conference 2018. Amazing conference, amazing people, and picked up a lot of new knowledge myself over there. If you ever do have the opportunity to attend the Chiang Mai SEO Conference, not just for link building but just in general to network, building contacts and learn, then you will not go wrong going to that conference there. Amazing experience.

You've always got people talking about hats. As far as I'm concerned, the money hat is what I wear. White hat, black hat SEOs just bullshit. You can coin whatever phrase you like and tell people this is what you do. At the end of the day, you're doing what makes you money. I'm not a big fan of black hat, white hat. There's a lot of arguments over what I do and whatever but I'm somewhere in the middle. I'm not going to do outrageously spammy tactics but I'm not Mr. White Hat who's sitting there waiting for links to come to me organically or whatever. I can't call myself a white hat.

I'm getting spammed to death here. Out there, you will have links are against Google's terms of service. Google will tell you, any links intended to manipulate page rank or the site's rank in Google search results may be considered as part of a link scheme and a violation of Google's webmaster guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.

Obviously Google on one hand are telling you links are against their terms of service, but on the other hand, they'll tell you that links are the number one ranking factor. In terms of ranking factors, you'll see a number of websites here. All of them will tell you that links are a ranking factor. Obviously you do have other factors, such as site speed, click-through rate and all the technical stuff that goes on out there, all your on-page elements, people get good results from internal linking.

Great, we all do all of that kind of stuff but in most people's websites, blogs, videos, whatever they do when they're talking about ranking factors, link building will be up there with the best ranking factors out there. No matter what you Google, whether it's payday loans, builders in London, anything that's reasonably competitive, they all have links. No matter what we look at, people have links. You can see some of these websites have an outrageous amount of links and then some of them drop off. You have to have consistency when you're building links.

No matter what, every good website in a competitive market have links. Quickquid.co.uk, one of the biggest payday loan providers out there rank ed for 16,400 keywords and they have links but what is important when you look at links is the referring domain name. You see a lot of people have 23,000 back links but 1.3 referring domain names. 1.38 thousand referring domain names is a good thing but you want to have as many of them as different referring domain names as you possibly can. Obviously they've got a good job done here. As a result, they've got some great rankings.

What are the techniques to build links? That's a key question here. Starting out with any website, you have to get directories done, which I'll go into in a minute, just for local rankings, Google My Business listings and stuff like that. I'm not saying directory listings are the be all and end all but in terms of citations and stuff, then you are going to have to do some directories. Regardless of whether you do them, you bribe people for links. Links are links. No matter what guys you put on it, people need to get linked. As I say, people can bribe people, you can buy cakes. You can take people out to a cigar bar. Whatever you want to do. People will go to any lengths to get good quality links.

Some people spend 100 man hours doing outreach to try and get links and they will have some success with that as well. Regardless of what strategy you use, it does cost you money, is the point here. Always bear that in mind from the outset. Links cost money. I've had guys come to me, want to do joint ventures and stuff saying, "You do the SEO and I'll do all the sales and all that stuff and we'll go 50/50," and I'm like, "What the fuck? Who's paying for the links?"

What you have to do is remember, regardless of what happens, you're going to have to either pay someone for a link, bribe them for a link, take them out for a drink for a link, there's not that many people giving links away willy nilly for free. Obviously, you can lean on some of your friends for some of the resources but that will soon dry up. At some poin, you're going to have to spend money. Good is clever but it's not that clever. What I mean by that is Google can't tell whether I paid Gareth Dean for a link. I haven't paid Gareth Dean for a link, let's get that clear from the outset but Google couldn't tell whether I bought him a beer, whether I took him for a cake or gave him cash. Google's not that clever. Anyone who's saying paid links are bad, obviously a paid link in a link farm's bad but it's not that clever and everyone thinks that Google's got eyes everywhere and they probably have to a certain degree but they can't see payments going on.

As I say, all of these link building techniques have to happen and the first one was directory listings or citations, if you like, and this is more for people who want local rankings for whatever they may be doing. A common mistake when you're doing citations is you give it to the most recent member of staff who's joined your team and they get the business description, the URL, the email and all that stuff and go through 100 directories, bashing them out all over the place, copy and pasting, bang, bang, bang, tedious job, spend a few days doing that. That's wrong. Really wrong.

The reason it's wrong is because copying and pasting those business descriptions time and time again on Yell.com, Thomson Local or whatever it may be, is going to result in probably only a handful of those directory listings getting indexed. Now, it's a pain in the arse to do that job regardless and you can pay a virtual assistant to do it or whatever. Again, they're probably going to copy and paste but the key part here is making your business description unique. That is what panel.seoestore does.

You can see here, citationsbuilder.com offer a range of different packages for citations or directories or whatever you want to call it. The purpose of these, obviously to manipulate the map rankings, which I'll talk about in a minute but the unique point here that a lot of people, I think, miss out on, is that this is done properly. If you take the smallest package, for example, they give you 30 citations. Those are mix of generic, geographic specific and niche websites and they'll obviously do five social media sites. They spin your description, as I say, to make it unique and then they send the citations to an indexing tool.

Now that, at present I believe, is probably about 70 percent at the moment, is what your indexing rate is if you use one of these services, which is great. It's a lot better than getting two or three indexed, and they have a range of different packages. If you can't be arsed doing it yourself and you want it done properly, then citationsbuilder.com is one way to build your local links there.

As I say, outsourcing this is a great thing to do, if you're working at scale and you've got a number of websites. I just do this as part of every process of making local lead gen websites. Citations build up better trust and authority and as I say, it helps with GMB listings and you don't need to do thousands and thousands of them. Probably the middle of the road package is the one for you. Going onto local links first. Local search statistics will tell you that 40 percent of all searches in Google are people looking for local information, whether they're looking for a local plumber, builder, local shop, hairdresser or whatever it may be.

There's a high amount of people looking for local search results and the map listings in general. There's a lot of traffic to be had there but a lot of people don't know how to get results in the map listings. They think it's all about links and stuff like that. It's anything but links, obviously the links will probably push you up so far but to get those map listings, you obviously need to get Google My Business listing. You can get phone verification on certain occasions but on most cases, they will send you a postcard to verify you're actually at that location.

The purpose of me using my slides was to tell people, if you'd done your citations first, that can very often trigger phone verifications. A lot of people do Google My Business. There's no instances of their business sitting about on Google. There's no citations, no nothing and that's where Google say, "I want a postcard sent out." If there's a ton of citations, then you can trigger phone verification, so just bear that in mind, but you do want to verify your listing. Regardless of whether you verify it or not though, people can make a suggest edit to your business listing.

You'll always be notified if you verify your listing so if someone says that you've changed your opening hours or location or whatever it may be, any random Tom, Dick or Harry can do that, suggest an edit, you are notified but see, if you don't verify your listing, you'll end up getting your map listing taken off of you. What I mean by that is people can suggest an edit and if you've not verified your listing, they can claim that listing and you'll not be notified of any changes and before you know it, someone will be off with your listing. They can then go in there, edit the website, edit the phone number and start sending those leads to their lead gen sites. It's quite a common thing to happen.

Lots of people do that on a massive scale and actually run million pound businesses from it. Always make sure you verify your My Business listing. Now, here there's a guy saying a competing business has been stealing leads from me by changing phone numbers and suggesting an edit, blah, blah. Google responds that there's no legal recourse for this and they're going to have to go through all this process stuff. A whole load of garbage. It's quite hard to get your listing back. Just be aware of theft and verify that first and foremost. What works well for local businesses is your name, address, post code and I'll run through this quickly. If you've got multiple locations for your Google My Business, have a page for each location. Don't have multiple locations in the same page.

Avoid using acronyms and avoid spamming your name, address and post code, which is what the NAP stands for, all over the place. What is an example of bad NAP? On my citations, I'm maybe a doctor. I know that's a bit of a joke because I'm clearly not but I could have Doctor Craig Campbell, 123 Test, blah, blah, blah, blah. Dr Craig Campbell at 123 Test St. You can see the options here. There's all shortenings of names and all that kind of stuff. For your Google My Business, Google want consistent NAP listings. Consistency's the key. They don't want shortenings and stuff like that. They want the name, address, post code to be exactly the same across every directory.

You also want to use the same Google account for your Google My Business as your analytics and your search console. Keep them all tied together and use a local number where possible. You can use Twilio for a couple of bucks and redirect that onto your mobile if you use a mobile for your local stuff.

You'll see here that Google are telling you that citations are a local search ranking factor. IT's critical to keep them up to date and to rank well, it's important that you have your NAP consistent across all citations. Make sure. That is what Google are looking for to rank you in the map pack, which is why directory listings are the first point of call as part of your link building strategy. Make sure they're consistent.

The next one that a lot of people do, and everyone does it, is SEO outreach. Now, what you can do is get a Mailshake account. They cost you relatively low amounts of money. Basic package, $29, pro package, $49. Mailshake is amazing for outreach. Great tool. I use it myself personally and you want to build yourself an outreach list. How do you build an outreach list? What you can do is go through tools like SEMrush, Ahrefs, all these kind of tools looking at your competitors' links. You can also just go out there and look for niche relevant links, niche bloggers, you can buy a list or acquire a list one way or another. Whatever acquire means, it's a loose word but regardless, you need a list to reach out to.

That list should consist of good quality, relevant websites to your niche. You can then chuck that list into Hunter.io and what Hunter.io does, and it's relatively cheap, is gets the email addresses of the websites that you're putting in there, which you'll then put into your Mailshake account to do the outreach. Hunter.io, you can chuck a bunch of websites in there that all your competitors are getting links from and chuck it into Hunter.io and then put it into your Mailshake campaign and reach out. Hunter.io is relatively cheap. You can check the prices on the pricing page. These are two cheap options. As I say, you can check for domains, email finder and you can also verify emails with Hunter.io.

If you really want to go out ane use the crème de la crème of all tools then Pitch Box is what you want to use for outreach. What you can do it chuck a list of websites in there and that will go and scrape up all the emails from there. Exactly what Hunter.io does within Pitch Box. Pitch Box is the full bells and whistles of outreach and lots of guys are doing outreach services use Pitch Box and use it very well and that's where they build up the list from.

Building up that list using any of these kind of tools is building you money because what happens is, if you get good websites that get real traffic, you're building relationships with SEO guys, webmasters, bloggers and outreach works very well because links with all these metrics, good metrics, relevant, real traffic and all that kind of stuff, work really well for people who are looking to rank their websites.

For lazy bastards like me who sit about the office like that all day and don't want to do outreach, you can use moneyhat.co.uk. An outreach service, belongs to Gary Wilson and Gary does outreach on a regular basis and sells links to other people. Now, these links are not PBNs. They're not shady websites. Whatever. Gary has basically done outreach for a while and built up a massive list of contacts. If you want a link, you simply pay Gary for it. He gets the link for you because he's got the relationship. He gets the content for you and that's it, job done. That's what the price of the link's for. You cut the corners, you're not spending 100 man hours reaching out to people who may or may not get back to you.

When I say to you, think about the money aspect. Although you're paying, possibly not paying for links, when you're using your internal staff, you're wasting up a massive amount of time, which you're paying for because these staff are being paid a salary. Regardless of what you do, you're paying for them. It's much easier in a lot of cases just to go direct to Money Hat or any of the other providers I'm going to talk about in a minute, and say, "These are the links I want. Can you get me them?" They'll get them for you very, very quickly because they've got their relationships. They've going to get an instant response and the links just happen.

Whereas, you can spend tens of thousands of pounds worth of man hours and get three links, which is not good business sense. Think about the money side of it. Other guys, seeker.digital, Gareth Simpson and his wife Kayleigh run this business. They, again, have a different list. They'll have a different list from Money Hat. They all have different clients and all that kind of stuff and Gareth's got links that Gary doesn't have and vice versa. People use a couple of different vendors when they're getting links. It's not all about one person's links. Obviously that adds variety and all that kind of stuff as well. Seeker Digital is Gareth Simpson's. Comes highly recommended.

You've also got DFY links. This is another great service and, again, we do outreach, done for you. You have to apply to be on the waiting list because they're so busy but done-for-you links, DFYlinks.com is the next one. The next one is getbacklinks.io. This is James Gregory. Again, he's got his pricing and all that kind of stuff on his website. Getbacklinks.io is another vendor, highly recommended. James certainly knows his stuff. He's well known in the industry and you can go through his website and there's parts on there that will tell you how it works, how to order them. It's a white label link building service that you can do and you can work at scale. James is another guy that is well known in the industry, provides results, which is the key part of it, and can be considered an outreach specialist.

That is all the domains of the four vendors I recommend. There is a lot of other, well I'm not going to say a lot of other. There are other vendors out there, who I'm sure are working well and have good lists but these guys are all guys that I have used, met with, have friends that have used and consistently provide results. Have a look at moneyhat.co.uk, DFYlinks.com, seeker.digital and getbacklinks.io and have a look at them and try them out. I'm sure you'll see results. That is something I would do as part of my link building mix. Get some outreach specialists with good lists, give them the money that they want and get myself good links consistently on a monthly basis.

PR links. You'll hear of all these big PR agencies getting you Guardian links, BBC links, Mirror links, all of these kind of things. PR links work very well but they cost an arm and a leg. Now, the reason they cost an arm and a leg is PR companies have got tools like Gorkana, puts them in touch with journalists anda ll that kind of stuff. They do have tools, having to type out emails and pitch to journalists and all that good stuff. PR for me does cost a lot of money. It might not be a lot of money to some of you guys. PR is definitely a great thing. Getting some of these high profile, good quality links is important if you can get them but you obviously have to pitch good stories and stuff like that.

They do work well together but what's the cost of PR? If you Google it, you'll probably see that some of the rough fees for a typical business will be up to £6,000 per month and they'll put you on, and your contacts and all that kind of stuff. Do you get good value for money when it comes to PR? 100 percent, of course you do, if someone's doing the job properly but I'm not here to sit and tell you to spend that kind of money because I certainly wouldn't be paying these kind of figures. What am I supposed to do? Just give up and not rank? Absolutely not.

Obviously people tell you, there's quotes and all that out there about losers quitting and all that kind of stuff. Obviously some of these guys I'm going to put up in my next bunch of slides to get the point across, was Gennaro Gattuso because I was talking in Milan but he's also a boyhood hero of mine, used to play for Rangers in Scotland, which is why I've picked him but as I was talking in Milan, I put him in there. Alan Sugar, Richard Branson, Alex Ferguson, Muhammad Ali. What did all these guys have in common? They didn't give a fuck. They done whatever it took to win at all costs.

If you go back to Muhammad Ali, he was trash talking, he was very, very tactically aware as a boxer, pulling every trick out the bag and he had people beaten before they went in the ring. Alex Ferguson intimidated people, kept bollocks and motivated people and all that kind of stuff. Richard Branson, I'm sure had, and he will tell you some of his quotes out there, he was taking people's money and then tried to figure out how he was going to provide the services that he was providing and guys like Alan Sugar, wheeled and dealed, done a lot of stuff, stuff that you probably wouldn't consider to be ethical but hugely successful guys, all of them and they didn't give a fuck.

That's what happens with SEO. You don't just give up. You've got to have the not giving a fuck attitude if you want to get on and make some money, which is why I wanted to put those guys in there. Lies make good SEO and you've got to say, "What the fuck?" I'm Scrooge, I don't want to pay for those PR links that I was talking about earlier. I just refuse to pay it. I'd never pay 20 grand a month on PR links. What do I do? I want the PR links anyway, so for example, you've got the Liverpool Echo. You get a nice news article on there. Quite a highly powered website and they've got a wee part under here saying, image copyright unknown.

At the top of the article, you'll see there, the article's done by Liam Thorpe, blah, blah, blah. What do I do? I reach out to Liam Thorpe and I can get him on social media, email or linked in. Now, if I was to get him on LinkedIn, I'm going to show you quick. Just in case any of you are doing outreach or want to reach out to people. I'm just going to pick a random person, right? I'll probably go for an SEO consultant. You don't have to be directly connected to these people. I'm going to find someone I'm not connected with.

Connections, apply. We'll go for this guy. Steve Moss. I'm not connected to him but if I want to reach out to him very quickly, I can go to Contact Out, which is a free Google Chrome extension. It will give me his email address. There you go. It's also given me his phone numbers. Quite easy to reach out to people using LinkedIn. If I go back to here I can reach out to him on Twitter, send him a message. I could go to his LinkedIn or pop him an email. Either way, I want to get in touch with him. The next part is what I want to say to him.

What I would tend to do is say to someone like that, "That's my image." Not that particular image but one image that was probably more relevant to my website so I would do a bit more research, and say, "That's my image you're using," and believe it or not, 9 times out of 10, they fall for it and place a link on you. These guys that you're reaching out to are probably not the journalist. They'll probably have a novice member of staff who reply to emails like that and 9 times out of 10, as I say, they fall for it, so you're doing what is known as the image trick within the industry. It's probably normally some office geek and as I say, they don't even argue, they just put it up.

Sometimes people say, "No it's not." You walk away at that point and they move on. If someone's saying that, then you're not going to get the link. You can also do the same kind of trick or a similar trick to people. Say, for example, you scrape up and find a whole bunch of broken links on the Liverpool Echo or the Telegraph or whatever it may be, you can go there, reach out to journalists and say, "Listen, I've changed my website, that's why that link's broken. Can you put my new domain name on there? The link's totally relevant." Again, 9 times out of 10, they don't even ask you to prove anything. They just do it.

Tell them you've got a broken link or you change your domain name or whatever, just find broken links on news websites and reach out and say, "Listen, great article, you're linking to a dead resource, it was my website. Give me the link," and again, they'll fall for it. If they play hardball, and this goes back to the image trick, you can actually send an email out from a lawyer website. You can set up a fake website, whatever, solicitors, and do an outreach with an email saying, "I'm reaching out on behalf of my client regarding a piece of copyrighted intellectual property that's been placed on your website. The image is currently used on this page. My client is very understanding at this stage and has agreed that no further legal action will be taken if they're credited for the work."

A lot of time, if the person is a little bit more savvy and wants to play hardball, they can be persuaded by the threat of legal action, which is a bit naughty, bit it works very, very well. It could be worth setting up a little PBN, not even a PBN, just a website that has some lawyer stuff on it, and do your outreach from that email address.

Scare tactics, if you want PR links, work very well. People just don't want any trouble, don't want any hassle. They'll just give you the link and move on. The next thing, do private blog networks still work? 100 percent, they still work. I didn't want to go into too much detail on private blog networks on these slides because I speak about them at a lot of different events but if they're done properly, they still do work but you want websites that have real traffic, so PBNs that get real traffic, real rankings. They've got unique content and they're footprint free.

Also, not overdone with links. They don't have tens of thousands of outbound links on there. I wouldn't really consider that to be a good PBN. PBN stands for private blog network. A lot of these private blog networks seem to be public blog networks that everyone knows about and they're so willy nilly in Facebook groups and whatnot. You want to avoid those PBNs. Those guys that say PBNs don't work, it tends to be those kind of guys that are using those kind of websites.

This is an example of a website that's actually just a PBN. PBNs have to look fairly real. It's just a lead gen website for me now. It was a company who went bust and I got hold of their domain name and I put a copy of their website up from Wayback Machine. I can use it for lead gen websites. You could also use certain PBNs for affiliate websites or dropshipping websites, as well as being a link building resource. Try and make your money back on your PBNs and make them real websites. That's what I've done. I've done it with some degree of success.

I may not have the best PBN in the world but I don't sit and share it with people and compare but you have to make sure, if you start looking into PBNs, do brace yourself for a massive shit show. You have to rummage about and make sure that you get the right type of PBNs. Now you can also pick up, if you're looking to build your own PBNs, you can pick up domains from GoDaddy auctions and various other places.

You can also reach out to old, unused websites to build up some PBNs. For example, you can go to tool like Scrape Box, stick in there, copyright 2014 and what it'll do is chuck out a whole bunch of websites that have got copyright 2014. You can chuck that into Mailshake and just send an email out saying, "Listen, I see you guys are not updating your website much anymore, are you doing anything with it? Are you interested in selling it?" Try and spark up a conversation and try and pick up old websites before they expire. A lot of people building PBNs will use expired domain names, which is fine but I try to go a step above that and try and get domains that have no drops in their history. They work a bit better, in my opinion.

You can also look for websites that have got no SSL certificate or websites that are not mobile friendly. They tend to be your websites that are older, untouched or are unused but think outside the box, just look for footprints and try and find some websites out there that you can acquire but the key part of a PBN would be to use different IP addresses for the PBNs, different templates, different registrars, different plugins, different logins, unique content and importantly, build unique backlink profiles and also use unique social accounts.

Social accounts buy a bit of trust, believe it or not. If you can't be arsed going to all that trouble, you can use panel.seoestore. Costa PBN, a couple of guys who are geniuses and build PBNs. They also do a lot more than PBNs. They're trying to get into the gaming niche and do various other things. They actually design real website as well that's not all just about PBNs. They've different models there but the one that obviously suits this particular conversation is the PBN setup. They can do websites for as cheap as $67 or the premium setup for $160.

They will set up legal pages, random plugins, basic on-page SEO, they'll put some content on there for you. They will design custom logo and graphics and give you a unique theme. You can use Costa PBN if you can't be bothered doing it. Have a look at them if building PBNs, definitely.

Now another link building tool, out with PBNs, is a tool like SEPO autopilot. Some of you may use it and some of you may not. It's very similar to the tool Money Robot, which a lot of people have used over the years and you've going to say, "Fuck, why are you talking about these automated tools?" Obviously these tools give you 100 percent backlink automation and what these guys are doing now is good. They've got an indexer, they've got video ranking stuff, and it's relatively low cost. They've also got spinners in there but they've got a bunch of decent Web2.0s, which have not been saturated too much. Obviously, what you're going to do with links ...

What I'm going to do it revert back to the Liverpool Echo article. Say I was to do that for myself and I was to get that Liverpool Echo link, so that guy was to give me a link on that article, give me credit for it. What I would tend to do it power up that particular link with a tool like SEO autopilot. Just to juice up that link and power that URL up, I'm going to then start pushing all sorts of spam, blog comments, Web2.0s and everything else up there to these websites, to power them up. You can also do that with other guest posts that you get and whatever as well. SEO autopilot does have a place in the market. People are doing that but equally, what they're doing is really good work.

You can obviously do a lot more than you can with Money Robot on SEO autopilot. You can take 100 percent control of your link profile creation and put in primary keywords, branded keywords, generic keywords, longterm keywords, all that kind of stuff. You can put all of that in there. You can also embed your maps and stuff like that in here as well for local SEO rankings. It's also got a video ranking feature. Everyone knows that ranking well on videos is all about spam. This tool works very well. Using this as well. If you want to rank some videos and I think video optimization is something that's under-utilized by many but what is really, as I say, really good about this tool is different unique settings per group as well so they've basically cut it all up and made it a bit more unique when you're doing your spamming, over and above what Money Robot done.

Similarly, you can design your own link scheme on SEO autopilot. Similarly to Money Robot again, you can have your different structures, all the different tiers point to this, that and the next thing. We can do that with SEO autopilot. That was my link building talk in Milan but what I'm going to do is now go onto some other stuff. I'll get rid of the slides and put the screen back up.

Obviously, I discussed some off the link building techniques that go out there. People do find it a little sketchy but obviously what I wanted to show people was, people out there blogging and stuff, and obviously this was a while ago, you know, black hat SEO tips that are used today, paid links, Google can't see that kind of stuff. Spam comments will get you into trouble. No one's recommending you do that from the other side. Duplicate content, you'll never global economy anywhere. Article spending can work if it's done properly. Cloaking, doorway pages, keywords, stuff in invisible text, all of thee kind of things are considered black hat and not what you want to do. Any expert out there suggesting you do use techniques like that to build links, you are likely going to get a penalty.

From a link building point of view, there isn't any real other tricks that you can do. Links are links at the end of the day. You just have to make sure you get as many of them as you possibly can. As I say, even if I was to put in something like lawyers London, get one of the good guys. Saunders, put that into Ahrefs. You'll see that these guys do have a bunch of good referring domain names that are continually going up there but obviously Ahrefs a great tool to analyze people's backlinks. You can look at the backlink profile here. You can see organic search. Alongside, looking at the organic backlink profile, which is growing, you can also see the organic search is growing. You can see, which I also think is quite important from an SEO point of view, that the vast majority of the backlinks do follow, which is what you want but you do have a nice bunch of referring IP addresses and stuff like that but they do have an element of no-follow links in there.

No-follow links don't pass any value from a link building side but there's certainly other things within no-follow links like the traffic it brings to a website or just the sheer power or whatever. Even if it's a crappy, no-follow link, just to vary things up, you see that it's nice and natural. Out of the backlinks, 33 percent are no-follow. I'm not going to sit here and say you have to have X amount of percent no-follow. It's really natural to have a percent of your links, no-follow. This particular person's got a lot of text links so that's links within content. You want to try and very stuff up here as well. Image likes and stuff like that as well, where possible, just again to give that element of reality when building links but what you can see is a lot of the links are at the bottom end of the scale for that particular lawyer.

They're not doing particular great link building but it's enough to get them ranking well for lawyers in London. Fair play to them. You can also see here that a lot of their links ... You're going to add links and some are going to drop off. That's why link building has to be consistent, ongoing, come from different website, from different vendors, all of that kind of stuff and make sure that you get as many different referring domain names and stuff like that, as you possibly can. All of that will go a long way to helping you rank well.

As I say, you can look at your competitors or any website out there, see what backlinks are on there, what backlinks are new and stuff like that as well. You can go on there and analyze people's backlinks and say, it's got to here, let's see what they are and see if that's something we can get as well. I'll look at that and you can see the metrics. Probably not bother going for that backlink but what you want to do is through using Ahrefs, pick as many of these links as you possibly can. People will say, why am I talking about Ahrefs? Is there other tools out there? Obviously SEMrush, who I love, have some backlink profiles that you can look at but Ahrefs has a lot more data mapping from the backlink side and it is the one I use for backlink analysis when I'm looking at competitors.

You can use Ahrefs for a whole bunch of other stuff as well, looking at keywords, movements, top pages, content gap. There's everything in here so you can totally go through a competitor's website and check out, what's going on, what they're doing, what's good, what's bad and tweak your own website accordingly. As far as link building goes, I think you have to have the right tools to do your research first and foremost before you do set up your Mailshake and stuff like that. I'm going to log into my Mailshake here and show you because a lot of people go, "Bloody hell, I'm reaching out to the wrong kind of people." I said earlier in the slides, you can acquire lists and stuff like that.

This is just a test Mailshake account. What I'd done was done an outreach campaign. 374 emails were sent out, just want to do it as a demonstration. One email was sent to them. There's no follow-ups, no nothing. 374 were sent. 84 replies and I got 211 opens, which is a good rate in terms of me reaching out to people. Now that was me acquiring someone's list and I wanted to see how good that list was and when I sent messages out to it, I got quite a lot of replies and open.

Acquiring the right list is key. They you just put it in here, upload the emails. You put the domains into Hunter.io, which will get the emails from the domains, put it into Mailshake and do your outreach campaign. Here, you can do automated follow-up sequences. If you don't get a response, you can then chase that up with people and say, "Listen, I sent you an email. It didn't get a reply, how about it?" That may prompt a reaction, or say something different or whatever it may be but Mailshake is really good, simple and easy to use. Something that I recommend anyone does at the start of a budget.

You've also got a lot of tools out there like NinjaOutreach, a well known tool where you can do your outreach from as well. It really depends. NinjaOutreach is a really good tool and it's fairly cost effective. Does a similar thing and it's got a whole load of other stuff in here as well. Influencer marketing stuff as well. You can find Instagram influences, Twitter influencers and stuff like that as well. It's similar to Mailshake, you can do your stuff, unlimited emails, unlimited searches, automatic email broadcasting. Then you can do the whole automated follow-up thing as well. It's the automated follow-up that sometimes does the damage because sometimes you send an email out, first time it doesn't spark a reaction from the person you're sending it to.

Definitely if I look at NinjaOutreach as well as some of the other outreach tools out there, if you do have a premium budget, you want all the bells and whistles, Pitch Box is one. That's undeniably the premium, crème de la crème tool out there for outreach but I think regardless of what you do, you have to either do outreach, buy links, build PBNs or do PR or trick PR people to get links. That's the four main ways to get a good, strong backlink profile. Top of your stuff at this start, when you're getting your local citations but everyone's doing that so that's not going to help you in a real competitive market for top of the table keywords. As I say, all of these are the link building strategies that people are using today.

Not a lot of people admit to using them. A lot of people spin them and call them different names. They'll get PR agencies out there claiming they're doing full-on PR, pitching out to people, when they're not. They're doing link reclamation. What link reclamation basically means is ... One more, I'll show you this tool. You've got a tool like panel.seoestore I'll just check the pricing. I think it's reasonably cheap. Yeah, depending on what you want

What you can do with Brand24 is get one of these packages, whether it's 50,000 mentions a month, 400,000 mentions a month and all that kind of stuff, a lot of people talk about you and mention you on websites, social media and whatnot and you may completely not notice that but the reason that this happen is, they may mention you or they may have liked something you've done but didn't link to you because they've been either too lazy or couldn't find a website or whatever. You can do this and do a lot of link reclamation. A lot of PR agencies, it's one of the first things they do is link reclamation because a lot of big agencies or big companies out there get mentions all over the place but they don't actually have all the links.

Do a bit of outreach, again, similarly used in the same tools, Mailshake and whatever, are going to help you. Do your outreach regardless of whether it's link reclamation or just generic outreach but link reclamation is something that can work very well, in particular, big brands and stuff are getting press mentions and all that kind of stuff. It's quite easy to pick up a whole bunch of links doing a good link reclamation campaign but  panel.seoestoreis a place where you can put all your settings in there and monitor your mentions online and then apply that to your outreach campaign and try and do a bit of link reclamation. That is some link building techniques that people are using, whether they tell you they've used them or not or whether they call it something else is entirely up to them but that is some of the tricks that are working well for me just now.
 
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