Steak Digital, Katie Hodgkinson on Link Building Fundamentals, SMX Sydney

Katie occupies the role of Digital Search Manager at Steak Digital. Steak specialises in online brand building for some of the best known brands in Australia. The chosen topic for today’s discussion is Link Building Fundamentals, where she will outline the plan for getting a link building campaign up and running.

Katie starts out by outlining that link earning is important, a link to your website is seen as a vote. Search engines also look for factors of relevance, a link from a more relevant page is going to be seen as more valuable than a link from an off topic page. Katie jumps into a top 10 list, always suitably popular at conferences.

10 Link Building Strategies

  • Great content
  • Syndicate link bait
  • Online press releases
  • List in directories
  • Analyse competitors
  • Cherry pick – choose your keyword carefully
  • Ask for a link, if you don’t ask you don’t get
  • Leverage social media
  • Comment and become a fixture in forums and blogs
  • Develop your personal brand

Evaluating the Link Quality

  • Ascertain the relevance of the link
  • How much authority does the linking site have
  • Link profile – other websites linking to that site
  • Ensure the links are not nofollow
  • Are the keywords are used in the anchor text optimised
  • Utilise deep linking – link to sub pages as well as main page

Where to Start

  • Google webmaster guidelines
  • Authority directories
  • Press release sites –,
  • Article submission sites –,
  • Social media news and sharing sites

See Bruce's author page for links to connect on social media.

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