Search engine optimisation is a two prong strategy. The first one is, on site
optimisation where changes are made to the code and content. And the second is, off site
optimisation which involves several tasks such as exploiting social media platform, keyword
manipulation and of course building links.
Internet marketing consulting firms know the importance of building links. Search engines love
websites that have large number of external links. Google loves it. It is a kind of
endorsement from the search engine that your website contains important, helpful and
relevant information. That it is good resource for whatever your site represents. In simple
terms if search engines gives your site a thumbs up signal it means better ranking.
To begin with, examine the current back link position of the website. The questions that
need to be answered are. What kind of websites are linking back? Are the links paid for?
When were these links created and the quality of the websites that are linking back?
One of the ways to build links is by analysing your competitor's website. It will surely
provide some insight into their strategy and the quality of their links. Understand their
plan of action and set a benchmark for your website.
SEO and back linking is not a day's job. It will take some time. Don't rush; build links
over a period of time in terms of quantity and quality. SEO experts know the value of time. You can also log in to the Google webmaster tools and
experts
download all the links. Check the domains that are linking to your site. Is it a .com, a
.gov or country specific domain? Check out these links and confirm their veracity. This will
also give you an idea of what page or content is most linked. There are scripts that can be
run automatically to fetch the links for your website.
Pages and phrases need to complement each other. Provide your link building team with assets/content that you think will make their job easier. Getting
building
links for quality content is not all that hard. Prompt your client for a meeting. Throw up
some new ideas on their table which will force them to provide you with some unique
information.
Setting up rules for your link building strategy is one of the most important aspects of
building links. Allocate resources intelligently, in terms of money and manpower. Free links
are good but they do not necessarily translate into more traffic. So choose a link building
style which is not very adventurous, but not too sedate also.
Keep a firm grip on your strategy. Know which phrases are moving up and which phrases are
letting you down. These hints can make or break a client's website; sales will fall,
revenues will take a beating.
Content generation is yet another way of building quality links. This can be in the form
of documents, web pages, free downloads, research material or multimedia content.
Finally, put in your best people on research. Building links requires some knowledge of
the industry. Creativity is yet another attribute which is essential. The research team
should play around with phrases, knowing their impact on the websites. It is a slow process
which requires patience, dedication and intelligent approach.
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