Do you use a linking strategy as part of your search engine optimization (SEO)? Do you understand how link building impacts your website?
Almost everyone with a website knows link building is one of the basic building blocks of SEO. To put it in very simple terms, every time someone links to your site they are casting a vote, adding to the popularity of your site in the search engine results. The more links pointing to your site, the more your site is trusted by others and the higher it will appear in the rankings.
That should make it simple right … to rank higher you just need to get more links than your competition?
No, it’s not that simple! Other factors come into play.
When planning your linking strategy consider quality over quantity. The more relevant content and site providing the link, the more search engines value it, especially if it uses an anchor text closely matching your keywords.
More importantly, the more closely related the site providing the link is to yours, the more likely people will click on the link. They will see the link as a source to clarify a point or to provide additional reading. The people who click the link have an obvious interest in the topic. They may like what they see on your site and subscribe to your RSS feed or become return readers.
Sites with unrelated content or coming from questionable domains will be given less value.
Also consider how your link building practices will appear to the search engines. If your site suddenly receives 5,000 links in 24 hours all containing the identical anchor text it will raise eyebrows. The chances of 5,000 sites suddenly linking to you with identical anchor text in a 24 hour period is impossible.
Avoid using automated submission services and tools that will blast your site with a huge number of links. Individuals who email you promising to get your site to page #1 in Google are probably using these techniques. The are ineffective and the search engines will see this as an attempt to manipulate ranking. It may also appear as a possible link scheme.
Such techniques will have negative impacts on your SEO.
Use a more natural link building process varying both your anchor text and the number of links you get over time.
Most people who experience trouble in ranking for keywords or with being de-indexed from search results have at some point, participated in questionable linking practices. The search algorithms have matured to detect linking strategies designed to manipulate search rankings. You may get away with these practices in the short term but will eventually pay the price.
Concentrate on writing link worthy content. The more unique and compelling your content, the more likely someone will create a link to it. Never underestimate the value of your content to generate links.
Nobody said link building would be easy. However, if you keep these suggestions in mind while developing your linking strategy, it may take a little more work and a little longer to get ranked for your keywords but the benefits will be rewarding.
What are some things you consider as part of your linking strategy?