Link building should be an integral part of your search engine optimisation campaign, but you do have to be particular about the kinds of links you build. Search engines pay more attention to quality content and links from relevant sources, so building spammy links in mass won’t help you rank. In fact, this kind of strategy could even backfire and hurt your efforts in the end.
As you build links, through traditional approaches, guest blog posts, media coverage, press releases, or any other means, ask yourself these questions to make sure the link will actually help you achieve rankings and you are focusing your resources in the right places.
Is the site high quality?
Building links on low-quality sites won’t help you much, so you need to spend time working to get links on high-quality sites. This means looking for sites that regularly publish content, have readers, get comments on posts and share reliable content that is well written and professional. You can also check a site’s PageRank to get an idea of how Google views the site. A higher page rank means it is more likely to appear at the top of search results pages.
Sites that are industry resources, news sites or popular blogs are good examples of high-quality sites you should build links on. In short, if the site looks unprofessional or the content is subpar, don’t use it to build links.
Does the website relate to my content?
Secondly, the content on the site should somehow relate to your own content or business. Relevant links are much more effective because they tell search engines that your content is high quality and help you rank your own pages.
But relevant links are also helpful because they will help you gain an audience. If you guest post on a blog that doesn’t have very much in common with your business or target audience, people won’t read the post or click on the links you share.
Are we targeting the same audience?
This brings us to the third question: are we targeting the same audience? Publishing your content and building links on sites that attract your market does a few things. First, it helps you identify places where you can build relevant links, as mentioned above.
Second, it helps you raise brand awareness, increase online visibility and even drive traffic to your site. If you publish links as part of a blog post or infographic, the site’s readers will be much more receptive to your message and more likely to explore your business more if they are in your target market.
Do I want to align my brand with this source?
Finally, it’s important to choose the sites you build links on carefully because in a way, you are aligning your brand with them. When you choose high-quality sites, reputable organisations and blogs that have similar values and goals as your business, you are telling your market about your own business and building a positive reputation. On the other hand, if you build links on low-quality sites, sites that publish questionable content or even those that don’t have the same values as you, you risk making it appear as if you support them, which could be harmful to your own brand.
There are all kinds of ways to build links and use this tactic as part of your SEO plan. But no matter what your strategy is, ask yourself these questions before you start so you can ensure your efforts will pay off.