Link building is exactly what it sounds like – other websites providing a link to your own site.
Studies have found that three quarters of users online never make it past the first page of search engine results, while on Google almost a fifth of organic clicks go to the first search result, 10 per cent to the second and seven to the third.
And attracting links is a key indicator to Google that your site can be trusted – someone else directing traffic to your site acts as a thumbs up to Google – and will therefore be pushed up the rankings.
However, simply collecting links won’t make your site the cream of the crop – it is the quality of the links that will set your business aside on search engines and establish you as an authoritative voice in your industry with consumers.
Essentially, the higher quality the link, the more likely it is your company will perform well as users browse online. Securing links from trusted third parties such as media outlets, influential people in your industry, and .gov and .edu sites are considered the top tier.
Here are our five top tips on how to make link building work for your business.
- Produce quality content: If your output isn’t up to scratch, links are harder to come by and will likely be of less value. For example, can you produce an infographic or e-book containing advice and guidance that is hard to find in your industry?
- Consider the relevancy of the link: It’s all well and good getting a link from a high performing page on Google, but if it isn’t relevant to your brand and business, it doesn’t carry as much weight.
- The anchor text: This is the word or phrase that the link is placed in to direct people to your site. Having a relevant phrase such as ‘food PR agency’ is much more valuable than ‘read more’ or ‘click here’. However, it’s very difficult to request certain phrases are linked, which is where relationships (read below!) come in.
- Build relationships: Developing key contacts e.g. with digital journalists and bloggers can help you on your way to better performing SEO because everything in life is easier when you have good relationships with people!
- Identify opportunities to expand: Just because you’ve now got a link in one place, it doesn’t mean your job is done. Keep searching and make contact with relevant sites, posts and content creators to develop links.