In this chapter we will delve into the the SEO link building strategy for your overall SEO which is the third of the three Search Engine Strategy basics of:
- compile keyword lists
- publish keyword-rich (quality and unique) content
- establish a beneficial SEO link strategy
SEO Link Building Strategies
Choosing the right keywords and publishing quality keyword-rich content puts you approximately two-thirds of the way toward optimum search engine recognition. The other third is pretty much solely based on popularity and that is achieved with SEO link building.
In the world of search engines, popularity comes down to the website with the most quality links pointing to it, (sometimes called backlinks).
That’s the game. And the ultimate goal is to get countless “important” websites (those that have a theme or topic that’s similar to yours and receive high volumes of traffic) to provide links back to you.
Basically you would look for sites that have a high page rank and top position in search results. The higher up the food chain a website happens to be, the more powerful any link they provide back to you is perceived.
In order to get the most bang out of the link popularity process, it’s best if you actually seek out valuable websites. Aside from those you might already have in mind, conduct searches based on the keywords you’re most interested in gaining search engine recognition for.
Naturally, someone who’s in direct competition with you wouldn’t even consider giving you a link back. So what you’ve really looking for are popular websites that have content or products that are either complimentary to yours or are indirectly.
For example, let’s say your topic and keyword is based on ways of perfecting your golf swing. Good link back choices would be websites with the following themes or products:
- information about golf courses or golf tournaments
- golf equipment or apparel
- golf instructors or seminars
If the topic is related to yours and the website that’s providing the link back carries a good deal of weight with major search engines, the value of your own website will automatically be elevated.
When it comes to the actual link that these valuable and important websites place on their pages…
In your SEO link building, always encourage the use of text links rather than just a URL. For example, instead of simply displaying http://www.jimwebster.co.uk as the link back to your website, you want something more substantial and keyword rich. And, of course, search engine friendly.
If one of your keywords is “SEO”, for example, the link might read as follows:
Get more traffic to your website with our SEO services
That not only gives you credit for the keyword, it encourages the search engine crawler to perceive your website as having more value.
You should also provide the HTML code for placing your link on other websites. Basically, make it as easy as possible for someone else to add you to their pages.
You should also specify where you require a link back to be placed. Ideally, you would want your link located on either a home page or one click away from the home page. At the very least, your link should be located where it will be perceived as valuable by the search engine crawlers.
Buried four or five levels deep on some obscure page that might not even be indexed is absolutely worthless. The whole point of getting link backs is to gain more importance with the search engines.
So the bottom line of your SEO link building strategy is…
It takes a good deal of time and effort to encourage high-ranking websites to link back to you. Make certain you invest whatever additional effort is necessary in order to gain the best possible link as well.
And the criteria for the best possible link is this:
- It includes keyword rich text.
- It originates from a valuable and high-ranking website.
- It’s placed in what would be considered an important location.
Anything less than that and you’re compromising the whole link back process.
Always keep in mind that in this particular instance, quality will always win out over quantity. Yes, you want a vast number of links pointing back to your website. But given a choice, you’re much better off with fewer links from important websites than countless links from sites that don’t carry much weight with search engines.
I hope you enjoyed this chapter. In the next chapter, we will look at ‘what to do’ and ‘what not to do’ to start improving your SEO.
If you run a business and need some help with your SEO or marketing in general, just simply get in touch. I’d love to hear from you.