When optimizing a site for search engines, your job as a webmaster is to take care of the three aspects that make up search engine optimization: the technical, on-page, and off-page.
There’s only so many ways to improve your SEO on-page and technical which typically include:
- Improve site load speed
- Create compelling content
- Place a call of action
- Optimize content using focus keywords
- Fix broken links
- Create a sitemap
- Include social media buttons
- Maintain a blog regularly
But with off-page, things start to become more interesting. With off-page, there are thousands of ways to help propel your site to the top results. One of the ways is through link building which in itself covers a huge part of the online marketing process since links are one of the main things Google looks at when ranking a site.
Link building bridges the gap between your target user and your site. Sure, you may already have existing online users who regularly go to your site but what about millions of other users who could potentially become traffic too?
This is where link building serves a purpose the most. To let your target users find you easily by putting yourself in places where they could potentially be: online directories, social media, blogs, and news sites.
The ones I’ve enumerated above by the way don’t account for the hundreds of other outlets that you can utilize so that your site is easily discoverable by your audience. Top Australian SEO company Quantum Web agrees with this and if you want more ideas on the different ways to link build, visit their website at www.quantumweb.com.au.
But for the sake of keeping things simple, I will discuss here the ways that you can make a solid link building strategy to ensure SEO success:
- Quality content
Don’t just put out any content for the sake of getting more links. Users demand quality content and Google helps them achieve this by rewarding sites that put out high quality content that provides value to the reader.
- Fresh content
Content not only needs to be quality; it also needs to be fresh. This means you regularly have to put out content since Google uses freshness as a ranking factor. Older links do not get as much attention as newer and fresher links do. You can also maintain freshness by promoting your content to incite social engagement through comments and links.
- Content variants
Users process information differently which means not everyone will want to read an article or look at an image. Having a variety of content types included in your link building campaign is a guaranteed way of piquing your user’s interest and encouraging them to engage.
Examples of content that you can experiment with include: case studies, eBooks, podcasts, video tutorials, infographics.
- Quality site
Penguin is to quality links as Panda is to quality content. You can’t be counted on as an authority in your industry if your content is on a poor quality site. Google looks at the quality of your backlink to determine whether you are worthy of a place in the top rankings. So before you begin with the link building process, make sure all bad backlinks are removed and that your prospect sites are high quality and are a fit with your niche.
If you noticed, most of what I had to say here involved some form of content. This is because content is king and will remain to be for as long as users crave for valuable information online.
Don’t ever skip on the link building aspect of your SEO strategy as this makes up a large chunk of what will bring you to the top of page results.
Did you have other thoughts about the importance of link building in an SEO campaign? Let us know in the comments.