One of our long-time, valued Search Marketing Standard contributors, Garrett French, recently published an ebook together with Ben Wills entitled “The Ontolo Link Building Book.” Garrett has written articles for the print magazine and also for our website’s blog over the years. Most recently, he wrote a series of posts on link building – “Link Building Workshop 1: Rethinking the Link” and “Link Building Workshop 2: From Link Builder to Link Specialist” and he will be authoring an article in the upcoming Fall issue of the magazine. The ebook (PDF format) is currently selling for $97 at Ontolo.com (http://ontolo.com/link-building-book) but our readers can save $20 from now through July 22nd by using coupon code SMSOR20.
Garrett and Ben timed the release of the ebook with the debut of Ontolo’s new link building toolset. Designed for complex campaigns, the new toolset is accompanied by a collection of free tools that will help those involved in link building campaigns power through some of the mind-numbing tasks involved. The Ontolo Link Building Book takes you from the planning stages of a link building campaign all the way through execution. Along the way, the authors provide a vast array of advice, examples, templates, tips, tools, and resources from which both the novice and the expert will be sure to find something of value. If you’ve been looking for the definitive resource on what link building is, how it can help your site rank better and attract more attention, and some real-world advice from people who know what they are talking about, this is the ebook for you.
Some of the tasks that the book details and provides advice on are:
1. Identifying the main benefits of link building so you can judge how best to fit it into your general search engine goals and plans
2. Identifying types of linkable assets you have on your site – or that you could develop on your site – that are likely to make links to your site something that will have perceived value
3. Analyzing common link opportunity types and design queries for each opportunity type
4. Developing link prospecting methods and using tools and strategies for automation
5. Developing methods for qualifying the link prospects you collect, based either on metrics or “by hand” qualifications
6. Deciding when the market is ripe for your linking prospecting and relationship building advice
7. Providing some actual implementation tactics and suggestions for ways to deal with responses you receive.
The authors’ approach is to “take the high road” with link building efforts to ensure that the links collected are relevant, of good quality, and procured in a legitimate fashion. If you are looking for ways to get links as quickly as possible with no concern for relevancy, this book is not for you. But if you are looking for a clear, straightforward approach to link building that focuses on ethical and legitimate link collection, this book provides concrete advice that is beyond reproach. The authors are also proponents of “what goes around comes around” in the link building world – called “preciprocration”by them – advocating that you freely and willingly look for places to cite work done by others, link to useful sites, etc., when appropriate and relevant. Taking the first step, before someone contacts you asking for a link, can be a great way to start building a relationship that will lead to much more valuable connections and exchanges further down the road.
Once you have digested the theory behind link building and the suggested ways of assessing what type of link assets you have and need, the next step is to make use of the tools and templates provided with the book to help get you started with your campaigns. Then follow the tips sprinkled throughout the text for help in implementing the theory in making the most out of the linkable assets you already have and in seeking out ways to create more linkable content.
The book could benefit from additional real-world examples illustrating the procedures being described, (perhaps using the same dog grooming brush business referred to a couple of times) to help the reader to understand how to judge the value of particular assets and approaches and to see the tactics in use.
There’s a ton of great information in this ebook, whether you are looking for a little inspiration about the process itself or if you are in search of concrete tactics and techniques to help you rescue a flagging linking strategy. The authors brings many years of experience working with a variety of different types and sizes of client businesses, and certainly know what works and what doesn’t in this field. Take advantage of their decision to share their knowledge with other website builders and consider downloading a copy of their ebook, available in PDF on the Ontolo company website.