The quality of inbound links is vital to SEO success when it comes to ranking for competitive keywords. In many cases our links also drive traffic to client sites and feed positive online reputation as well as improving rankings in search. We’re firm believers that every link we build should be one that will be used by human beings as well as search engines.
Why doesn’t every SEO company do that? Because it’s not easy. It takes time, creativity, and investment. The value of link is often proportional to the work required to get it!
The link building needs to be of the highest quality and lowest risk possible. Do not purchase links, utilize multi-placement directories or tools, or settle for anything less than strongly relevant links from authoritative sources. Grey or black market tactics run serious risk of incurring penalties.
At the start of an engagement, if a client seems to be ranking more poorly than expected or has suddenly dropped in the ranks it can be useful to run a link health report and see if they have a history of poor quality, spammy backlinks. If so, there are a set of judgement calls to make about removing them and submitting a penalty removal request to Google.
Link building also crosses over from a technical endeavor toward traditional PR. Often it helps to liaise with a PR company to get the most digital value out of every contact and campaign, offering them competitor research, etc. they might not normally have access too. Working with PR companies can also make sure offline activities are generating as much online value as possible.
Have I fully leveraged my network?
The first active link building task is to leverage existing networks. Make sure that existing real world relationships are reflected with online links. This could mean checking and approaching vendors, distributors, suppliers, partner companies, major clients, charities, and any relevant membership organizations or governing bodies.
Am I syncing up with traditional PR activities?
Offline PR activities can be excellent drivers of quality links. If your business is doing (or could be doing) any of the following, make sure this is reflected online so search engines can take it into account:
- Is anyone in my organization speaking at events or conferences?
- Do any staff members arrange or attend meetups?
- Are we engaing in any fundraising or charity events?
- Do we provide internships or work experience placements for students, scholarships or bursaries?
- Are we regularly nominating ourselves or getting nominated for awards?
What could I provide that would be useful or interesting enough to attract links virally?
In order to get great links virally, you’ve got to have great content. That starts with something of value:
- Do you have newsworthy or interesting data that you could present?
- Could you build a useful tool or calculator?
- What could you teach with online tutorials, videos, podcasts etc?
- Can you run a competition or giveaway, alone or with a partner?
- Could you offer a discount or special deal to members or a particular group or organization?
