Link building

Pubcon Presentation: Proactive Link Building Tactics


At the Pubcon Las Vegas 2012 session, I talked about bonding, basically revealing what works and what doesn’t in a post-penguin world. So what’s all the talk about “penguins” anyway? What does it mean? Is this a name given to a Google algorithm update that affected low quality links?

Here is the Wikipedia definition of the word:

Google penguin is the codename of a Google algorithm update that was first announced on April 24, 2012. The update aims to lower the search engine rankings of websites that violate the guidelines to Google webmasters using black-hat SEO techniques, such as keyword stuffing, concealment, participate in linkage programs, deliberate creation of duplicate content, and others.


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Or put it simply … It’s another Google assault on SEOs!

What no longer works

  • Paid links
  • Comments on sponsored blogs
  • Marketing of articles
  • Directories
  • Comments (have they ever worked)

Disclaimer: Paid links and sponsored blog reviews can still be somewhat effective, but PROCEED WITH CAUTION!


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What works?

Now you might ask, “Is that all?” Are we really reduced to two tactics? ” Not really! There are still a variety of ways to “earn” links. Note that I used the word “win”. In fact, the article 101 Ways To Link Build in 2012 is a great resource on several ways to acquire links. However, keep in mind that most effective post-penguin link building strategies focus on these two tactics: social media and content marketing.

Social media links

An effective strategy for building natural links is to use social media profiles to bond. Here are some tips for this strategy:

  • Set up as many social media profiles as possible.
  • Fill in all the information (i.e. real name, url, location, bio, etc.).
  • Upload an avatar.
  • Publish / publish content, as appropriate.
  • Get indexed profile URLs.

Check out The Ultimate Social Media Profile Chart for a concise list of social media properties that will allow you to set up profiles. The graph includes detailed information about each property, such as how many links can be created, whether or not they are followed, and more. Also, if you tend to be lazy (like me), use a service like Knowem which will save multiple profiles for you. You might have to go back to each and build them, but the service saves a lot of work when setting them up.


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Types of content marketing

There are many types of content that one can generate and publish. Here are some of the most effective:

  • Resourceful articles (Top 10, How-Tos, etc.)
  • Guest messages
  • Memes (Ego Bait)
  • White papers
  • Video
  • Infographics !!!

Marketing 101 infographic

Here are some essential tips on promoting infographics, one of the most effective types of content.

  • Share on Facebook. Consider using Facebook Ads or the Promote option under the post.
  • Share on Twitter. Consider using Sponsored Tweets.
  • Submit great content to StumbleUpon. Use paid discovery to get more attention.
  • Post to your Pinterest, Tumblr and accounts. Link to the original.
  • Send an optimized press release through online public relations sites, such as MarketWire and PRWeb.
  • Use dozens of bookmarking sites, including infographic archives.
  • Reach out to ‘like-minded’ bloggers to see if they’ll repost your infographic.
  • Use “guest blogger” opportunities to repost your infographics on important sites.
  • Having a large network of subscribers (influential status) will help promotional efforts.
  • If you lack influence, it may be a good idea to hire someone who has influence to share content.
  • Include an “Embed this code!” “(Http://

Pubcon Presentation: Proactive Link Building Tactics

In summary, keep in mind that flying for penguins isn’t easy, nor is bonding – at least effective and proactive bonding in the post-penguin era.


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Here is! If you would like to see the slides used during the presentation, please visit and search for the title “Proactive Link Building Tactics” or look below.