Charley Spektor on the significance of hyperlink constructing for Home Depot

Charley Spektor is the co-founder of Saratoga B2B group and has had a very deep and rich career in digital marketing, from working at IDG, TechTarget, Cheapflights and Stone Temple Consulting with Eric Enge, whom I am too interviewed. At Stone Temple Consulting, he led the SEO team that worked on the Home Depot client.

He actually said there was a lot of link building going on on Home Depot. They used the Home Depot brand to email people named Home Depot to post external content on third party websites with links back to Home Depot. Charley enjoyed working on the Home Depot account because he loves hardware stores.

The big difference in working on the retail side of Home Depot and working with B2B customers is in the link building. He said he didn’t build a single link with B2B. I found it interesting that Home Depot needed links but B2Bs didn’t, but Charley explained that most B2Bs don’t have a lot of links, so there’s less competition there. Internal linking is key here, he said. They build internal content ecosystems that help Google understand what the website is about.

His team writes a lot of blog posts and pillar pages, the pillar pages link to the blog posts and the blog posts link to the content hubs. They work very closely with their clients, who are the subject matter experts to produce this content. Because of the nature of technology, there is always something new coming out and it gives a smaller business an edge in content development and competition in SEO. Even if the content doesn’t work for SEO, it’s great content from a users perspective that just works for the website – so it’s a win-win situation, he said.

You can find out more about Charley Spektor at saratogab2b.com.

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