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The google algorithm ha ido cambiando e introduciendo nuevos factores u otorgándole más relevance a otros, pero los que siempre están en lugar destacado son aquellos referidos a lo que conforman la autoridad o relevancia del portal Web, y una forma de conseguirlo es aplicando estrategias de link building efectivas.
Hace años el valor de referencia utilizado por Google it was el pagerank, que comprendía un valor de 0 a 10, pero Google dejo de actualizarlo, al menos de manera pública.
Posteriormente comenzamos a usar la autoridad de página y domain que nos ofrecían herramientas como Moz, para en la actualidad usar herramientas más actualizadas, en lo que base de datos de enlaces se refiere como es Ahrefs.
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Why is this authority so important for organic positioning?
La autoridad es un factor importante en el positioning, puesto que Google lo toma como un valor de autoridad o referencia de ese portal web en ese sector en concreto.
La forma más sencilla de obtener incrementar dicha autoridad es obtener links de páginas de autoridad, traffic y misma temética.
Sería complicado determinar su nivel de importancia total dentro del algorithm pero podría ser algo así como 1/3 o un 30% del total, por lo tanto digamos que es bastante importante y a tener en cuenta.
Types of links in SEO
There are different types of links depending on the attributes that appear in it:
Links Nofollow. Links que llevan el attribute rel=»nofollow» en el link y no transmiten autoridad, al menos hasta ahora ha sido así puesto que hay rumores de que esto podría cambiar y con ello ceder parte de esa autoridad. Además le estamos diciendo a Google que no siga el link y por tanto no existe una vinculación directa entre ambas páginas vinculadas.
Sponsored Links. This is one of the last attributes that Google has released, which in theory is to inform Google that the link is sponsored and we will do it with the tag sponsored. The question is, are we going to tell Google that our affiliate or paid links are sponsored? It seems a bit strange and even more so when the latest algorithm updates are intended to penalize sites with too much commercial promotion and affiliation.
Links UGC. This attribute is intended for those links generated by users such as in forums and comments.
What percentage of dofollow and nofollow links should we have?
Common sense and following Google's guidelines would tell you to have a natural and balanced link profile, it would be a 50% dofollow and a 50% nofollow.
But I tell you to analyze the link profile of the pages with the most traffic in your sector and thus obtain a more exact approximation.
In my experience, a 70% dofollow and a 30% nofollow or an 80% dofollow and a 20% nofollow could be a good approximation to the ideal, even though remember that you must analyze it in your sector to have a more exact figure.
How to make link building for a new project
If you have just started your new web project, someone may have told you that it is very important to obtain quality links, but ...
How many, from what sites, how often?
We are going to try to answer some of these questions to make it easier for you to start working effectively on the building link in your project.
Step 1.- Competitive analysis. We can learn a lot from other pages to see the evolution of your link profile. For this we are going to use ahrefs and we are going to see the evolution of these links, so it is important that you know how many monthly links it was getting in its first months of life. We will repeat this analysis with at least 5 competitors.
Step 2.- Analysis of the sites with the most authority and traffic in your sector. The target es conseguir un excel con los sitios de más autoridad y tráfico de tu sector donde anhelamos conseguir un link. Analiza la autoridad de dominio con ahrefs and visitor traffic with the tool similarweb.
Step 3.- Links calendar. You are going to establish a calendar for obtaining links through the different link building strategies in order to be able to work on a regular basis. I suggest you start gradually and take into account the evolution that you have obtained in step 1.
Step 4.- Link monitoring. Remember that it is as important to obtain links as it is to monitor our link profile day by day. There are many tools to monitor it but my favorite is ahrefs.
7 Best Strategies Link Building en 2020
1.- Strategy de Clonado o repetición
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A Link Building Strategy of the most classic and one of the most used today, which tries to analyze the link profile of a competitor to see what links we can replicate.
The procedure is simple:
- We analyze the link profile.
- We identify sponsored links, guest blogging or through other mechanisms.
- We identify links that we can create and replicate easily.
- We analyze the cost of sponsored links and the guest blogging opportunity.
- We repeat the procedure over and over again.
Have you seen how simple?
A priori, it may seem like it but it is not, because analyzing and finding the domains is simple, after obtaining the links in them it is not so much.
Here I have given you, for example, a screenshot of my friend Rubén Alonso, from the blog miposicionamientoweb.es, where I have filtered the domains by authority and by dofollow links, to later mark those that I consider interesting for my project.
2.- Link possibility strategy
Ahrefs has a feature called intersect link, which is is a wonderful way to find link possibilities. This link building strategy is designed for projects that already have a good link profile but you intend to improve it.
At the top we will enter the domains of our competitors and below we will leave our domain. What the tool does is look for domains that link to our competitors and do not link to us.
Then what we have to do is mark the domains that we would be interested in obtaining a link to.
Then we would have to see the link building mechanism or strategy that we are going to use to obtain those links.
3.- Link Baiting
The Link Baiting It is nothing other than obtaining links through high quality content.
Ok, but what comes up, when you start with a project nobody knows it then when you want your content to obtain or capture links.
The truth is that it is very complicated but it mainly occurs due to the lack of visibility and brand, that is, because the promotion stage of the project has not been worked well.
So, what I propose is that you design quality but strategic content, from the point of view of obtaining a greater viralization or a greater capacity to attract links.
Some examples
- Content de mención masiva. We make high-quality content but we include a series of professionals to follow or read their blogs, with the aim of obtaining a greater viralization of the content, and in this way we manage to increase the capacity to attract links in a natural way.
- Round Article. Also known as a collaborative article and where we are going to invite a series of professionals to participate in this content. The easiest way to do this is to ask a question that each and every one of these professionals answers.
- Study cases. High-value content that usually has a great capacity to attract links.
- List of tools or resources. Perhaps it is a resource that is already widely used but it continues to be of good use to capture the first links for a project.
4.- Participation in Awards
Participating in prizes is a very simple way to obtain a high quality link in a domain of great authority and only dedicating a few minutes of our time to it.
These awards change depending on the time, some disappear as is the case of the Blogs, but today there are several that I consider quite good as they are:
- 20 Blogs Awards. Made by the newspaper 20 minutes, therefore a good way to get a link from this domain.
- ABC Awards. The newspaper ABC de Sevilla gives awards in different categories. I am lucky to have won this award for the best blog a few years ago and to have been part of the jury in subsequent editions.
- Internet day award. Prize organized by telefonica and through which you can get not one but a few links for your digital project. I am also lucky to have recently won the award for best personal brand on social media.
5.- Guest Blogging
It is a very effective way to obtain quality links from sites of the same theme, but do it wisely, and this requires a minimum of planning and strategy.
Steps to make Guest Blogging effective
- Step 1. Analyze sites of authority and traffic and that have to do with business model. Analiza sitios web de autoridad y tráfico, pero no solo eso, sino que al mismo tiempo la temática y la comunidad que lo sigue be el público objetivo de tu modelo de negocio. Ejemplo: ¿Tiene algún sentido hacer un guest blogging en un blog de redes sociales si mi blog es sobre posicionamiento orgánico? En mi opinión, ninguno.
- Step 2. They send a formal and correct email. Escribe un correo electrónico sin peloteo alguno que pretendes publicar un post en ese blog y que te interesaría saber cuáles son las directrices o normas de publicación así como el tema del post que te quieren asignar. Estaría bien que pusieras algunos ejemlos de contenidos que has hecho público para que el coordinador del blog pueda analizar tu forma y estilo de escribir.
- Step 3. Go scheduling all your guest blogging. Keep track of your article as guests, where you indicate the delivery date of the content and the date of publication of the content.
You should know that not all blogs allow guest blogging, in my case what I do is invite blogging, that is, it invites professionals to write in it.
TIP: Take advantage, for example, of vacation times that are generally the most effective times to be accepted for a guestblogging.
6.- Sponsored posts
A form of commercial promotion in digital media, blogs and other media, and through which we can obtain a temporary and permanent link.
El precio del post patrocinado irá en función del medio de destino, pero puedes usar servicios como Getfluence, Publisuites or Pressrank to be able to hire sponsored posts and thus obtain a link of very good authority.
Note: The sponsored post has to be one of many actions that you will work to obtain links, but it should never be the only one.
7.- Beerbuilding & Beerworking
Todos entendemos la importancia de obtener relaciones con otros profesionales y hacer networking, pero este networking tiene que materializarse en cosas concretas, como puede ser el Beerbuilding.
Generating links with professionals in your sector takes time and fundamentally many situations for this to occur, but once you achieve it, you will have a very effective tool to capture a friend link.
It may seem that it is not one of the best link building strategies, but this happens because we always look for the short-term result, that is, to obtain our goal, but if you are patient believe me that it can be very effective.
Link Building strategies that do not work or are not very effective
Some strategies have lost their effectiveness or are basically no longer very effective when it comes to capturing links but they are still used today, therefore I hope it will be useful to you fundamentally so that you do not waste time or basically that you do not put the image of your brand with a bad initiative.
- Link exchange. A classic link building that is still used but with little result, the reason is simple, you send an email to a person who does not know you at all, which most likely does not even answer you, come on, something logical if you analyze well and put a little common sense into it.
- Link in exchange for a gift. Well, we all like gifts but let's see, it is equivalent to the previous case someone you know of no one asks you for a link in exchange for a gift, for example a course or equivalent, it is not only an absurd initiative but at the same time time you leave your brand image on the ground with an initiative of this type.
- Link that complements a content. Bueno de estos correos recibo yo varios cada semana, de persons que me envían un link de un post que complementamente estupendamente otro post que yo he escrito, para que le añade un link, es cuando dices ¿Peeeero vamos a ver? Los anteriores métodos son malos y poco efectivos, este ya es penoso de la muerte.
- Detection of broken links and propose equivalent content. Perhaps of these four is the one that can still work for you, I say it can, because maybe you can "play the flute" one out of every 10 attempts you make.
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Conclusions
Here I describe what the best link building strategies in 2020. I also talk about less effective link building strategies, even when they are used today.
You will find a lot of advice, tips, tools and an explanatory video.
Obtaining links to obtain is absurd, we must understand the needs of our project and fundamentally how we can establish a good SEO strategy.
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