As the online marketplace continues to warm up to the idea of search-engine optimization (SEO), link-building has taken center stage, as it tends to be the most time-consuming and crucial part of any Internet marketing strategy.
Link-building services are the most commonly outsourced aspect of SEO. The process involves finding qualified and thematically relevant one-way linking partners who will link back to your website.
At first glance, that sounds easy, and there are hundreds of automated products that claim to add thousands of back links overnight. The truth is, there are no shortcuts in cultivating authoritative back links for a site.
Link-building companies spend many hours link-building by hand to get the best results. Spammy, automated products seldom cultivate valuable links and tend to do more harm than good. Here are five tips to help you get started.
1. Know what keywords you're targeting
Link-building strategies are an extension of your current SEO practice. You'll want to reference the list of keywords you have selected to optimize your site. Make sure that the anchor text of the link lists the keyword you are targeting.
For example, if you're targeting the keyword "baby names," you'll want to place that keyword in the anchor text of the link. I've seen many companies go after links by using their company name. Although that does increase link popularity, it fails to pass popularity for a specific keyword and so can be viewed as a failed attempt.
2. Develop a link-building strategy
Link-building companies use many strategies to source qualified back links to their clients. The most tedious but often most rewarding method is manual linking requests, also known as "cherry picking."
The method allows you to obtain exceptionally qualified links that can really help boost your position in the search-engine-results page (SERP). A good place to start with manual link-building is to look at your suppliers, vendors, clients, related organizations, associations, and more.
Other well-known tactics include these:
- Directory submission (Dmoz, Yahoo Directory, JoeAnt.com)
- Article submission (EzineArticles.com, GoArticles.com)
- Optimized press releases (PRWeb.com)
- Social-media outlets (Facebook, LinkedIn)
- Bookmarking sites (Digg, Reddit, Furl)
- Blogs (niche blogs)
- Forums (niche forums)
- Classifieds (niche classifieds)
3. Identify thematically relevant and authoritative linking sources
Search engines see links as votes of confidence for your site. The more relevant and authoritative the site, the more consideration is given to the link and the subsequent keyword in the anchor text.
It really pays off to focus on the quality of your links rather than on the quantity. It is also important for your link-building to look natural and not like an attempt to deceive search-engine spiders in search of links.
Look for sites within your industry rather than general, unrelated sites to get links from (e.g., content creation and distribution). Create content on a relevant subject about which you can speak authoritatively.
A good example of that would be an SEO company writing a short article on five simple ways companies can start link-building, and placing the article on an authoritative, industry-relevant site like this one.
Remember, before placing a link on a site (or making a request), ask yourself three questions:
- Does a link to my website belong here (i.e., does it look natural)?
- Is this site relevant and authoritative?
- Is there a benefit to my potential customers?
4. Look for the onsite attributes of the linking site
Once you've nailed down a potential linking partner that represents the overall quality and thematic authority that your site deserves, you'll need to see where your link will be present.
Here are a few guidelines to follow when placing links on a site:
- Ensure your links are no more than a few clicks away from the home page. The page must be thematically relevant and recently cached by Google's search engine (which lets you know that the page has been indexed by Google).
- Look at the number of external (outbound) links leaving that page and keep the number to below 50, as too many links will dilute the effect of the page.
- Look at the page the link will be placed on. For some sites, that is harder to control, but if you have the option you should know where the most valuable locations are.
I always try to get my links in line with thematically relevant content, such as an article or blog post. I've found that doing so produces some of the best results.
Try to avoid placing your links on a "sponsored" or advertisers section that runs throughout the entire site. Also avoid footer links—rumor has it that Google has devalued links buried in the footer of the site.
Links placed at the top of the page or inserted into the site's navigation also tend to do quite well.
The bottom line: Your links need to look like they belong and provide value to the user and the site they are published on.
5. Be aware of "no-follow" links
Google developed the concept of the "no-follow" link. "No-follow" code is inserted into your link and instructs the Google spider to ignore it. The "no-follow" link is used most commonly in blog comments and forum posts.
The initiative was set forth to combat spam and automated linking mechanisms that would throw links automatically on blog comments and forum posts.
Many SEO professionals will place a link only if it is a "do-follow" link, meaning it doesn't have the "no-follow" attribute. I disagree with that notion, especially when the link in question is on a highly trafficked authority site.
If it makes sense for the link to be there, then add your link. Even though Google won't give you any credit for it, thousands of people who may visit your site will see it and link to you themselves because your site is highly relevant. I call that concept "indirect link-building." You are influencing and promoting your site to potential linking partners.
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Link-building is a very time-consuming process, and link-building companies spend a lot of time researching, testing, and improving their techniques. Link-building services are available for companies that don't have the time to invest in manual link-building. With a little help, anyone can link-build and move their site up the SERPs.
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