As an SEO practitioner, one of your main goals is to attract quality traffic to your client’s site. Many techniques have come and gone over the years. Some enjoyed their 15 seconds of fame and fizzled out, but there are others which have stood the test of time and algorithm updates.
One such technique is improving the number of high quality and relevant links which are placed within appropriate context. Google’s Penguin, Panda and Hummingbird updates have introduced a lot of changes into the field and forced SEOs and internet marketers to re-examine their link-building strategies.
If you’re going to survive the axe that divides Page 1 from the complete obscurity of page 2 and beyond, you must get your strategy right. Below are a few tips which still work for natural link-building:
While it may not be easy to always know what Google does want SEOs to do, they certainly do not stutter about what NOT to do. Just taking content from high-ranking well-known sites to draw traffic to your site is unacceptable. You need to modify such content with fresh data, views and interpretations to give the content your character and make it relevant for your users.
Another thing not to do is to write low quality content for guest posting sites. Your content must always be factual, relevant and original or else risk being grouped with the ‘scrap content’ described above. With your quality content, you can publish in various high-traffic and high quality sites to get high quality links back to your own site. However, you can’t use an exact copy on a guest site and your site without risking ticking off Google’s copycat content radar.
Other than ensuring high authority sites link to you, it is equally important that these sites be related to your business niche. For Google, how well you rank will depend on how useful your content is for a user. Therefore, your content is more useful in a website within your niche than an unrelated site, which translates to higher link value.
Ensure that the links you earn come from sites within your industry, or the particular content piece should have a section that actually/naturally relates to your products/industry. The links should also fit the overall context of the page offering the link. Links from unrelated sites are acceptable only if the linking page has some direct relationship with the page it is linking to.
Instead of using just one approach to build your links, make use of as many different strategies to gain high quality links. As long as you steer clear of the clearly manipulative techniques, you are free to explore any other avenues to earn in-bound links.
Some helpful strategies include:
There are many more white-hat link building strategies, and the more you employ, the more likely you are to earn a high link score which will positively impact your organic rankings.