The Reality of Link Building |
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| Written by Steve Prylon | ||||||
| Monday, 22 September 2008 | ||||||
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The Reality of Link Building
Now in the long term, your focus on having a visitor friendly site, with material that a visitor wants to see, will be rewarded by the search engines. And of course increase conversions and loyalty. So be careful not to lose the perspective of your customer, your visitor, and make your site what the public wants. However, in this day and age you absolutely cannot ignore the massive amount of SEO work that must be done if you want to show up in search. Unless your site just naturally refills itself with content every few days, unless you are a rockstar in your industry and people just link to you all the time for fun, then you will have to manipulate your site to be what the search engines want too. And for most of us, it is just not all that natural to keep writing articles, more and more paragraphs of words. At some point it is just sheer nonsense, continuously adding content whether the visitor needs it or not. But alas, it must be done. The fact is that you will have to plan a link building campaign. It should include link baiting such as writing amazing content whether your visitors need it or not, authority valuable articles, doing article submissions and press release and social media marketing. These are typically your smaller links and smaller votes. But you will also have to find some high value links, from high PR sites, or other authority sites such as EDU or GOV sites. And further, the fact is that most of the high ranking sites are buying some of these links, it's just the way it is. Keep your link campaign well rounded, with a mix of inbound links from pages with high page rank, and even below yours. Vary the anchor text for your links. Also point links to internal relevant pages in addition to your home page. Take your time, space out your new incoming links. The crawlers will detect an unnatural spike. This is especially important for new sites. Links in content are still absolutely the best, seek these out in every creative way possible. Avoid bad neighborhoods where there are lots of spammy paid links to questionable sites. And how to get all of this done? It is daunting, and the only way to do it right is to spend an enormous amount of time on it. This is why companies are hiring these things out, and focusing on designing their site for their visitor, letting the SEO worry about the rest.
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