In the first instalment of SEO101, we briefly mentioned link building as a search optimisation technique to help improve your rankings. Here, we’ll explain in more depth how developing a solid bank of links to your website can help in your search marketing efforts.
As we explained last time, links can be considered “votes.” If another website has a link to your website, that serves to tell search engines your website is valuable in one way or another. The search engine will count all the votes, and the more you have, the better your chances at a high ranking. It’s worth keeping in mind that there’s a fine line between link building and link spamming. While the rewards of the former are plentiful, Google is known to penalise those who attempt to manipulate this search optimisation technique.
Here’s how to build as many quality backlinks possible:
Aim for quality over quantity
This doesn’t mean that posting a URL into every available comment box will reap results. Search engines know when you’re being spammy, and will penalise you by dropping your ranking. Instead, aim for high-quality links in the text of reputable websites – a blogger pointing their followers to your webpage is infinitely better than a lonely link in the comment box.
Pitch Quality Content in Exchange for Reputable Links
One of the easiest ways to have high-quality links is to make them yourself – attach a blog to your website, and generate content which links to your menus or online store. But this isn’t enough on its own. So what next? Public relations campaigns and paid editorial can get you great listings on media pages or well-known blogs.
Submit Your Business Profile to Top Level Domain Directories
For something more affordable, third party websites are a great tool for link building and search optimisation. You might have a link to your website on Facebook, Twitter, your Google business listing, and various review services – did you know there are plenty more you can be on? You might not have heard of them (Yellow Pages, Esri or Tupalo, anyone?), but all are “reputable” sources in Google’s books. See? Urbanspoon isn’t all bad.
Manage Your Listings
But again, you can’t just paste your link into a form and be done with it. In many cases the website link will be part of a larger profile – the more complete your profile, the stronger your link. Making sure each profile is consistent is also key, so ensure opening times, phone numbers and email addresses are the same on all fronts for maximum search engine ranking boost. Keep in mind that often each listing is another avenue for customer conversation – this can be a curse or a wonderful blessing, so stay across it.
Building hundreds of profiles and the reputation management that comes with the new discussion platforms can be extremely time consuming, sometimes near impossible while running a successful business.
Liquidity has the tools, time and expertise to make the process fuss-free. Contact us to arrange your search optimisation campaign – we’ll build the links so you can focus on building your brand.