Search engine optimization best practices are always changing. When search engines, like Google, update their algorithms website owners are often required to rethink their SEO strategies so they can earn the rankings they need.
Since SEO is always changing, the tactics that are the most effective are always shifting. In the past, link building was one of the biggest optimisation tools available. Link building is still effective, but changes to Google’s algorithm mean that the types of backlinks a page has can be just as important, if not more important, than the amount of backlinks links it has.
Implementing the latest link-building techniques can help you get better rankings and can even help you avoid being penalized by search engines.
Links from Legitimate Sites Carry More Weight
Google is placing more relevance on sites that are legitimate. Spammy websites that were built for the sole purpose of link building likely won’t help you earn rankings. Instead, get links from sites with high page ranks and that are real resources. Websites that see lots of activity (like traffic and visitors) are also great places to land links, since activity influences a site’s rankings.
Earned Links are Powerful
One way to get links from legitimate sources is to earn them. You can earn links through means like guest blog posts and press releases. Another great way to get these links is to get media attention. As news outlets, or popular blogs, notice your business and mention it, they will link back to your website, helping you build links from legitimate sources. Traditional press releases are one way to help get your business recognized by the media.
Social Media Links are now More Important
Social media is becoming a bigger part of SEO and you can use social networks as you build links. Add links to your social media profile pages and include links in your posts. Not all social media website content is crawled by search engines, but links on these pages can help you get website traffic. Since traffic is one of the main goals of SEO, you are in essence still getting the same benefits. A website’s traffic has also been shown to influence its rankings, so your site could rank higher based on how many visitors and how much activity it receives.
Link Bait can Bring Big Results
Link bait, like blog posts, infographics, videos and other types of interesting content can help you build links as it is shared across social media sites and other websites. Link bait is a very natural and organic way to build links, so search engines favor it. Another benefit to using this approach is that many types of link bait, like infographics and blog posts, can help with your branding efforts.
Some SEO experts believe link building and search engine optimisation is becoming more closely aligned with branding. They believe that as businesses focus on building their brands, link building opportunities and high page ranks will follow. As search engines change to value legitimate content more highly, and even to penalize low-quality sites, there may be some truth to this theory.
As you work to develop your brand, natural link building opportunities will likely follow. Link-building techniques that focus on leveraging legitimate websites, quality content, earned links, social media and link bait can help you earn higher search engine rankings.