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Link Building Basics For Search Engine Optimization SEO
t is now common knowledge,
at least among online When undertaking a link building
marketers and search engine project, there are three criteria
optimization (SEO) specialists, to be borne in mind:
that the success of a SEO
campaign is dependent to a great • Quantity of links: More the
extent on the success of link number of links, the better it is
building efforts. Greater the
number of links from • Quality of links: Better the
high-quality, relevant websites, quality of pages and websites
greater the chances of a website from which the links are
getting ranked higher in the obtained, greater the weightage
search engine results pages of those links to the overall
(SERPs) for relevant keywords. link popularity of a site
However, this fact is lost upon a • Relevance of links: Greater the
high number of website owners, relevance of the sites from which
particularly small to medium the inbound links are obtained,
sized enterprises. Recently, we better the results will be with
were extremely surprised that one the overall off-site SEO efforts.
of our SEO prospects in Singapore
had zero link popularity several Focus the link building campaign
years after the website had gone on the above three aspects to
live. So, there is undoubtedly a achieve optimum results.
need to educate clients and
prospects on the basics of link How to embark on a link building
building and why achieving a good campaign:
link popularity is an important
tactical step in online marketing The key to building high organic
/ SEO. search engine rankings is to
ensure that the search engines sources, they can contribute to
view the site to be ‘naturally’ direct growth in traffic to a
relevant to its target users. website.
Therefore, all efforts in the
various aspects of SEO, including In the one-to-one approach, the
boosting link popularity, should link building specialist
take into consideration the need identifies niche websites that
to make them seem natural. could be potential link partners
to pitch their own websites. To
Broadly, we consider two reiterate, the criteria used in
approaches to building links—the the selection of link partners
one-to-many approach and the are: quality of the site (how
one-to-one approach. good is the content?) and
relevance to the theme of the
The one-to-many approach to link site to which a link is being
building helps create visibility sought. Very often, the Google
for a website quickly. In this Page Rank of a web page is
approach, we disseminate considered as an indicator of how
information about a site through valuable a link from that
various legitimate distribution/ particular page will be. It is
syndication channels, for certainly not the only factor
example, press release that should be considered, though
distribution services, article it’s good to bear that in mind.
marketing or suitable viral
marketing techniques (we will Post-identification of the sites
cover each of these techniques to be targeted, the next step is
separately). Not only do many of to approach these websites and
these sources provide a website solicit inbound links. The
with the much sought-after objective is to convince the
inbound links from multiple potential link provider why it
would be beneficial to link to a debate on their value to
the website being marketed. While improving search engine rankings.
there is software available that Of course, as long as the links
attempt to automate the entire provided are related and
process of link building, it is relevant, I don’t foresee search
often helpful to approach engines viewing it negatively.
potential link providers on a
one-to-one basis to provide a Alternatively, many SEO
personalized contact. professionals opt for building
reciprocal links, where in they
This is a tedious process which swap links with another website.
requires patience and These links are deemed to be less
perseverance; however, the valuable than a one-way link from
benefits of getting good quality a good quality website, but as
inbound links will certainly be long as the ‘reciprocal’ links
worth the effort. are relevant (thematically),
these may continue to offer some
Building one-way links for a value in the SEO process.
website is definitely with this
one-to-one approach is much more Conclusion
challenging as it involves
convincing the other party of the In an ideal world, just putting
merits of linking to the site. up great content would attract
Some common ways that can be used others to put up links to a
to build one ways links are website. However, that is not the
directory submissions (both paid case and a concerted effort needs
and free) as well as buying links to be put in to inform the world
on relevant websites. The latter about a site and getting them to
approach (buying text links) is link to it. Link building,
still under a cloud and there is therefore, is a vital aspect of
any search engine optimization anything that will ultimately
activity (which can be achieved harm a website. The cost of being
using a combination of strategies penalized by the three big search
and techniques). It is important engines is very significant and
however to ensure that the link no online marketer can bear to
building team understands the big incur that cost.
picture of what is being
attempted, so that they do not do
About the Author:
Shashikant Shinde is an Online Marketing & Research Associate with On Target (http://www.ontarget-media.com), responsible for planning and executing link building campaigns for clients. On Target is a Singapore based provider of search engine optimization (SEO) and other online marketing services, including link building and directory submissions.
Read more articles by: Shashikant Shinde
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