We’ve all heard major claims that link building is dead and can no longer help your website achieve higher search engine rankings. It is true that content is king and now its rule is more powerful than ever, but the reality is that Google and the other search engines still evaluate the quality of content based on the links to it. A truly amazing piece should be getting a lot of links to it, right? This SEO practice isn’t dead, but its methods have changed. Let’s take a closer look at what link building can do for you and how to use it effectively.
The simple answer is: improvement in your website’s search engine rankings. It is important to note, however, that links won’t make up for poor-quality content which doesn’t give any value to users. Simply put, link building will not make up for the lack of good on-page SEO.
At this point, it is normal for you to ask what defines the quality of the links. Simply put, these are natural links. They are on websites which have content related to yours. This could be not only business websites, but also blogs, forums, social networks and generally all kinds of online communities. The practice of buying links from highly ranking websites which have little relevance to your content is heavily penalised by Google. The so called spam links should be removed as soon as possible.
The most important requirement is for you to create content which will be interesting and useful for the audience that you want to target. This means that you have to define this audience first. Market research is crucial for any type of online marketing activity including SEO, especially given the growing availability of user data going well beyond demographics.
Once you’ve got a great content, you need to promote it actively in a natural way. The simplest step to take involves sharing the link to the content on the social networks where it will be picked up from. If you don’t have high and devoted fan following, however, you should be more proactive. The simplest strategy involves writing to authorities in your niche and asking them to share your content. Being active in the community formed by your audience by posting comments on forums and blogs and in social network groups is another highly effective tactic. Guest blogging is still a top method for link building.
All of the natural methods for link building shared here will have a long-term positive impact not only on search engine optimisation, but on your online marketing as a whole. When great content is naturally shared by people, it has the potential to go viral and bring you high targeted traffic directly from other websites and not only from Google. When you establish partnerships with influencers on the web and become part of a community, you will naturally have your future content linked to more quickly and this will give you a competitive position for a long time to come.
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