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The Art of SEO Link Building is Finally Getting Interesting

Search engines have evolved into a new consumer, communication and marketing channel. Google, Yahoo and MSN perform 213 million searches per day.

In fact, 9 out of 10 Internet surfers use a search engine to begin their Internet journey. Therefore, if your website is not visible in the engines, you are missing a significant amount of traffic.

What is search engine optimization (SEO)?

Search engine optimization, or SEO, is an online marketing strategy that involves designing, writing, and coding your entire website so that search engines can index your site easily and efficiently. The only goal and objective is to rank higher for keywords relevant to your business. Optimizing your website and building your link ratio is critical to gaining organic or natural (left-hand) visibility on the search engine results page (SERP).

There are two parts to SEO: on-page optimization and on-page optimization

SEO is done in two stages, primarily on-page and off-page. The site includes the site itself and basically evolves around the design, structure and copy within the actual site. The Off Page refers to building your website’s relationship equity through what is known as link building. The latter is basically about giving your website a third-party look. Both activities are necessary to improve the position of a website in the natural listings of engines for relevant searches.

There are two types of link building: passive and active

Passive linking

Traditional link building has focused on passive linking to create third-party exposure and build relationship capital. Passive linking is defined as creating links that passively link to your site and wait for a spider to index them. This includes paid link directories and reciprocal linking. For a new website, you should always start by establishing links within the general and vertical specific directories. The next step would be to develop a base for submitted articles using white papers or PR stories. However, the next step in your link building strategy just got a lot more interesting because there are so many valuable new ways to build links, such as active link building.

Active linking

Active link building creates links that can lead to new connections through active human interaction. Commenting on a relevant industry blog and linking back to your site’s relevant white paper is an innovative way to drive motor spiders and people (consumers or experts) to your site. Many forums allow links to your website within discussions. Keeping the conversation going on many forums and blogs with a good Page Rank is a great way to practice active link building. An industry has also developed around the creation of Facebook and MySpace profiles. Keeping it up to date with relevant, rich content and links to your site is another powerful form of active linking.

Passive link building

o Free / paid directory submission

o Submission of articles and news

o Press release distribution

o Mutual interconnection

o Submitting videos and pictures

Active link building

o Forum Topics

o Blog comments

o Corporate blogging

o Social network profiles

o Link baiting

Link building is becoming more and more creative due to the appearance of Universal Search

Google has been experimenting with the look of its results page and the types of results it provides for a given search. The next version of Google will look a bit like the latest version of Go and see it. When you type in the word “Fraggle Rock” it not only lists relevant websites, but also pictures of children’s television shows, as well as other interesting narrow searches and other related children’s TV shows.

Google calls it universal search. In the not-too-distant future, when you search for Madonna, you’ll see a list of Madonna websites, Madonna photos, links to buy Madonna tracks, the latest Madonna news, Madonna YouTube videos, all on the same Google SERP. This is why link building has become more interesting in the last 18 months.

Google is emphasizing the value of new forms of links, as they index not only websites, but all available content, videos, music, images, news, etc., which they will need to load the new Universal Search SERPs.

Submitting rich videos with the right file description to video directories can have a big impact on your link building results. You can also post images on photo sharing sites that are named based on their meta and link to your website. Breaking news also has great value as Google prepares for Universal Search. And of course, up-to-date blogs, forums and web 2.0 sites are high on Google’s list of content providers in their new SERPs – so active links from these sites are very valuable in the newly invigorated world of link building.

For examples of active and passive link building, see the case study below of a successful ongoing campaign developed and managed by Tug’s team of SEO professionals.

Search Engine Optimization Case Study:


o Celebrity blog Mr launched in November 2007 on the online gossip circuit.

o Backed by Darryn Lyon’s celebrity photo agency Big Pictures, Mr. has the largest photo database in the UK, but there was no traffic.

o The website was not visible on any of the major search engines

o needed a cost-effective way to drive large amounts of awareness traffic to ultimately monetize the new property


o Since launch, Tug has developed a PPC campaign focused on driving low-cost traffic from the Google Content Network.

o In addition, the site has been optimized for the following keywords: Celebrities, Celebrity Rumors, Celebrity Videos and Celebrity Photos – the most searched keywords in the industry

o Tug, in cooperation with the development team, optimized the content and coding of the site, as well as improved the content management system and the optimization of daily posts.

o In January, Tug started link building. The first 2 months were spent building links in general and celebrity directories.

o In the following months, Tug backed this up with PR and celebrity articles, breaking news in news feeds, links to other celebrity blogs and discussions on relevant forums. They also posted exclusive videos to video libraries and enticed people to come to the site more.

o Thanks to active linking, these links were distributed by interested parties, resulting in increased visibility and more high-quality links.


o After 5 months Mr. was ranked in the top 5 positions on page 1 of Google, Yahoo and MSN for all targeted keywords

o Over 60% of website traffic comes from Tug’s Search

o Direct traffic continues to increase month after month, which shows that users who found the site through search are now coming of their own accord

o Using only PPC and SEO to drive traffic, in less than 9 months, Mr Paparazzi now boasts over 6 million page views per month! It is now viable to sell ads and monetize the site.

This white paper was produced by Tug. Tug is a search marketing agency based in Shoreditch, London.

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