“A link is a connection from one web resource to another.” This quote from the World Wide Web Consortium (W3C) makes web links sound so simple. But the web as a whole is huge and complex, made up of trillions of individual pages, files, and other content, while at its core the web is simple, and made up of only two things: content and links.
A simple mouse click takes you from one site to another site, or from a search result to a specific page, or to a video, or a picture, or a song.
If you don’t have a website, you probably haven’t given much thought to links. But if you do have a website, be it a small blog or a huge corporate presence, then links take on a whole new meaning. In fact, links on the web will help determine the level of success your site will have on the web.
The web today has trillions of links between the sites which are used by us.
Link building is art and science . There are many ways to build link.
The method you choose for your website should be based on the content of your site not spam.
Automated link building does not result in your site earning quality links that will help you increase your search rank.
What Makes A Website Link Worthy
The fundamental principle of web is to allow any document to link to and to be linked to any other document.This is how sir Tim Berners Lee intended it when he first proposed hypertext protocol in 1989 to help researches interlink related documents from computers all over the world.
A Pay-Per Click (PPC) listing or a Tweeted URL or a list of search results is nothing more than links.
Your Yahoo! directory listing,BBB member page listing anything you say constitutes a link.
The development of all the forms and fashion of linking types has never improved on the original ,and no amount of cleverness will ever change the universal truth
:The less useful your content ,the less likely you are to receive a link to it -James Earl Jones.
Link Building Campaign Design
Link builders working on the organisation will design campaign based on their campaign or agency strengths, tools ,processes.When the campaign ends the link stops. Designing an effective, sustainable link building campaign requires a delicate balance and a precise understanding of an organisation ‘s strength and weaknesses ,as well as carefully described and easy to measure goals.
Planning Campaign Scope: Six Factors That Impact Campaign Design:
Factor 1 :What’s working well for you already
Factor 2:Your Local business and Marketing Goals
Factor 3:Your linkable assets
Factor 4:Link Opportunities in your space
Factor 5: Departments requiring input plus your influence within the organisation
Factor 6:Your available resources
Link Building As A Search Engine Impact:
Search engine algorithms use links to make decision about your site as a whole and its pages in particular.
● Increase perceived Trust /Authority of Your site:
you will see an increase in organic traffic after receiving links from sites that have already earned trust and proven their authority to search engines.These kinds of links help across the board of terms you’re targeting, and benefit sites best if the sites are well optimized and without major issues.
● Adjust perceived relevance of your site :
Link can and do send signal to search engines regarding what your site is all about,what industries and markets it serves, etc.
If you’re expanding your market focus, or if you’re just getting started, links will help connect you to get market spaces.
● Direct SERPs keywords impact through anchor text manipulation:
The classic role of link builders has been through buying or placing links with specific keywords in the anchor text,to directly impact their site’s rankings for those keywords. This is still effective ,and often described as the most effective way to secure rankings.
● What to measure for Link Building for search engine impact:
— Search rankings for converting key terms
—Percentage of increase in converting search traffics
—Increase in number of pages on domain that yield traffic
Link Building As A Market Engagement:
In addition to impacting search results , link can and do powerfully impact how the market perceives your business. The benefits beyond search are often obscured in SEO oriented link building discussion, and often these areas are beyond a typical SEO department’s authority.
● Build Company And Personal Brand: When your link building efforts include expert engagement as well as content placement, you have an impact on how your market perceives you and your brand. Earning mentions-on monthly basis-in the tip publications in your Marketing keeps your Brand Relevant.
● Build Your Lead Pipeline : It is observed in marketing that link earned as a byproduct of building the brands also generate business leads.
● Engage The Expert Community And Guide Conversation : Expert interviews and surveys are cornerstone of content designed to impact links.If you engage your industries experts carefully and intelligently ,you’ll see that you can begin guiding market conversation.
● What To Measure In Link Building For Market Impact:
–Percentage increase in targeted referral traffics
–Percentage increase in referral traffic conversion
–Percentage increase in branched search term traffic
Linkable assets are the experts, widgets ,tools, discount,relationships, any other people or pages related to your organisation that incentivize others to share a link with their site visitors.
When analysing competitor backlinks it’s quite difficult to determine the next step because your competitors have different linkable assets from yours and when you understand what’s linkable about your organisation ,you will have much easier time identifying your link opportunity types.
Linkable assets analysis-It is the process of systematically analysing your site ,and your competitors sites .If your site is large so this process should take time for better results.
Common Linkable Assets Categories :
● Free apps and tools on your site.
● Widgets, Tools, Images,Data for publisher(off site)
● Partner relationship
● Job listings, events, coupons.
Identifying Competitors And Other Market Determined Linkable Assets :
It’s valuable that you conduct the linkable assets analysis on your competitors sites and organisation.
How do you figure out what gets links?
These pages will help you to get an idea of what an industries think of as “linkable “.
Paste the URLs of your top competitors and top publishers into:
● LinkInsight from AdgGooroo
● Open Site Explorer
Seven Characteristics Of Market Determined Keywords:
1. Probably not converting keywords
2. Words the market uses to describe themselves
3. Single or two word phrases that are very crowded and competitive in SERPs
4. Keywords you would not typically target WITH PPC campaigns.
5. A root extracted from your PPC keyword.
6. Common name for the practitioners within your industries.
7. Words commonly used in the names of publications within your market .
How Link Building Works:
According to a 2017 survey by SEO Powersuite, 72 percent of SEO pros believe backlinks are a significant ranking factor.
Even though old PBNs are easy to identify, some are still trying to use PBNs with an “upgraded” approach, as they are more sophisticated with less of a footprint.
Building a more robust link profile on a keyword-by-keyword basis is going to become more important.
Google’s machine learning is getting smarter and as a result, it will allow the search engine to match the content that is correlated with a user’s intent, using link profile data.
As AI-driven technology and voice search continues to shape SEO and how users find what they are looking for, making sure your links fit with your keyword strategy is important.
As SEO and link building continue to evolve, one thing seems to ring true each year: honesty and providing value to users is what continues to bring the biggest benefit to websites.
Not only does it increase brand recognition, but using high quality link building practices can help ensure your efforts are going to a long-term gain instead of a shortcut that comes with its own consequences.