By Marc Purtell | Director, SEO
Editor’s note: This is the fourth post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
If the benchmark for organic search (SEO) success is ROI, the process to achieve this goal begins with a sound link-building strategy. When it comes to link building, it pays to be popular.
Link popularity measures the quantity and quality of websites that link to your site. With link building, relevancy directly correlates to rankings. The more relevant incoming links your site receives, the greater the chances of your site ranking high on major search engines.
Effective link building is a continuous process. Success does not come overnight. When it does, it is generated from careful evaluation. Three important factors go into effective direct linking:
- Quantity — Total incoming links directed to a site or Web page.
- Relevancy — Degree to which the incoming links relate to your site.
- Strength — The amount of authority the site providing the link has.
Indirect linking is a more natural approach to incoming link acquisition. It relies on content to draw websites to your company’s website. But as is the case with direct linking, indirect linking best practices should be implemented for link building generating powerful indirect links: and organic search success. Here are a few tips for generating powerful indirect links:
- Make your site linkworthy. Add educational and instructional content; include case studies, blogs, press releases and white papers.
- Content Marketing. Reach out to bloggers and website editors in your niche and provide them with engaging content written by authors who know your industry.
- Market your memberships. Promote industry affiliations, contacts and connections.
- Freshen your content. Increase your website’s visibility and attractiveness by frequently updating your content with search focused keywords relevant to your industry.
Remember: Link popularity measures quantity and quality. Therefore, it makes sense to avoid link popularity farms, linking to your own site, linking to sites that house hundreds of links on a single page, unknown link solicitations and bulk list submissions.
As always, think before you link. Seek counsel from agencies that have trusted organic and paid search capabilities to increase your company’s quality search.
Be sure to check back tomorrow when our expert, Marc Purtell, discusses the impact a quality score has on quality results.
Want more insight like this? Download our new report, “10 New Ideas For Enhancing Your Brand’s Search Strategy” today.