Links and Link Building

Many marketers have long wondered whether syndicated content has SEO value. To help provide an answer, Amanda walks through case studies that illustrate the significant impact syndicated content strategies can have on your site's authority, rankings, and traffic.

Is your link portfolio strong enough to withstand everything Google and your competitors throw at you? If you’re hyper-focused on acquisition and you ignore strategy, you can end up with a pile of weak backlinks that aren't relevant — and won't move the needle. Competitive analysis is your key to finding and filling the gaps in your link building strategy. Amanda Milligan walk you through the process start-to-finish.

For the past 18 months, Shannon McGuirk's mindset has been firmly set in ‘survival mode’ due to the trials and tribulations that the global pandemic has brought forward. She will be opening up about her learnings sharing insight into how Aira’s digital PR team was able to pivot their link-building activity for clients on a hairpin, whilst navigating an oversaturated news agenda at the same time as being under pressure from clients around return on their investment.Using her ‘survival mode’ experiences, Shannon will share clear tactics setting the standard on how to future-proof your digital PR and link building. These tactics will show you how to adapt to the ever-changing news landscape and how to improve your processes from ideation through to outreach.

Domain names are the unique, human-readable Internet addresses of websites. Learn about the different types of domains and SEO best practices for optimizing domains in this article.

A URL (Uniform Resource Locator), more commonly known as a "web address", specifies the location of a resource (such as a web page) on the internet. Learn how URLs work and why they matter in this article.

In her talk, Shannon McGuirk will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.

Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon McGuirk will share how to set up a "digital PR newsroom" in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen.

Google has admitted that they measure the concept of "Expertise, Authoritativeness, and Trustworthiness" in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you'll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Dr. Marie Haynes will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.

Off-site SEO" (also called "off-page SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). Learn just what those "actions" are, why they matter, and how to get started with your own off-site efforts in this article.

Internal Links are hyperlinks that point at (target) the same domain as the domain that the link exists on (source). Why do these links matter for SEO, and what are the best practices for internal link structure? Learn in this article.