Though they may not seem like a big factor in your search engine optimization (SEO) strategy, links are important because they show search engines the relationships between pages. Through links, search engines can analyze a variety of factors that affect your search ranking, including the popularity of your website based on the number of pages linking to your website and the popularity of those pages. Links to your site also build your website’s authority based on the notion that trustworthy sites are usually linked to other trustworthy sites rather than spam.
The best link building strategies build links that are relevant, direct and one-way. Quantity and quality are both vitally important, so you shouldn’t start submitting your links to low-quality directories that don’t provide meaningful value. Below are a few legitimate ways you can build a link building strategy for your business without negatively impacting your SEO.
OK, so the point of guest blogging is not to build backlinks, but it’s definitely a perk! We’ve mentioned blogging as a successful strategy for businesses to accomplish a number of marketing goals like search engine ranking and social media engagement, but blogging can also help you accumulate high-quality, relevant links back to your website. You can also invite guests to blog on your own website, which helps your business establish links with other websites with good search engine authority. The more great websites your business’ website is linked to, the better you look to search engines. However, the more lower-quality websites your business’ website is linked to, the more likely it is that Google views you as a less trustworthy source.
Create infographics and more visual content
The best content you create is the most shareable content. Infographics or other designed graphics are a great way to break up your content into smaller, more digestible chunks that are easy and fun to share on other blogs and social media. Visual content is easy to reference and include in other posts, so try to start working more infographics into your blogging or content schedule. Pin it on your own Pinterest board for extra sharing juice! Free websites like Canva allow you to create infographics and other designed visual content, even if you’re not a graphic designer.
Leverage social media
As search engines like Google become more focused on fresh, quality content, they’ve begun to acknowledge that your brand’s website is not the only place where you have a presence online. Your business likely has a presence on social networks like Facebook and Twitter, and now search engines are placing an increasing amount of importance on how your social conversations influence your brand. Become more active on your business’ social networks and be sure to post all your own blog posts and articles through those channels. The more consistent you are in posting, the more likely you are to see social engagement help your business boost your ranking.
Don’t start spamming your business contacts with requests to trade links, but you’d be surprised how many links you can build by asking your peers to share your content or mention your business where appropriate. This sort of thing happens all the time organically – you write a blog post about your most recent wedding where you mention another Pro and link to their website. Why not follow up with that Pro by letting them know you included them in your recap, and would they mind doing the same? As long as you’re going about it the right way and only reaching out to those you feel comfortable with, you’ll see results.