Link building involves having other people feature links that go back to your site on their websites. It is one of the strategies that businesses use to optimize their sites for search engines. This is because the search engines like Google get a signal that your site serves as a quality and credible source of valuable information for users.
For many businesses or brands, search engine rankings are critical in maintaining a competitive edge. But due to the ubiquity of information, customers have a lot of freedom – if they are not satisfied with what they find on your website, they just go look for it elsewhere. For this reason, your SEO strategy has to attract the right people to your website.
Every website wants to rank on page one in Google Search. But Google relies on web links to rank your site. To achieve high rankings on search engines, you need to adopt an effective link building strategy – which means getting genuine links to your site from other reliable websites. Although this is not new, many sites find it challenging.
Today, there are numerous popular brands with very good content but have poor rankings on Google. This is because the concept of link building has been misconceived. If you are looking to enhance your Google rankings, here are five key misconceptions that you need to overcome before implementing link building suggest Joel House Sydney.
With quality content, you don’t need links
This is not true – your site needs both quality content and links from other sites to rank highly on search engines. This is because the two complement each other. To generate traffic, your content must be relevant and engaging to your users. On the other hand, if you are not building links to your content on other sites, your Google rankings will be poor irrespective of how good your content is.
Good search engine rankings are important because most purchases begin with an internet search. When conducting a search, your customers will hardly view search results on the second page. With a few clicks on the first page, they will find what they are looking for. To be successful, your site should be what your customers find first, not your competitors.
Link building enables you to achieve this while also driving additional traffic to your site. Content caters for those who search for your website directly while links direct organic traffic that would have otherwise not come to your site from other websites to your site. Links work like referrals by giving traffic that you had not targeted.
Digital PR links are the best
Digital PRs are not necessarily the best source of links. While the relevance of content is important in link building, the source of that content must relate to your topics. Since links direct traffic to your site from the other websites, it will be disappointing if your customers clicked your link only to find content that is not related to what they were looking for.
Digital PR links are limited to media outlets. This means that most of the links you get from such PRs may not be relevant to your content. As such, they will be of little effect on your site, hence a waste of time.
All links are the same – bought or earned
This is not necessarily true – Google has put in place strict guidelines to link building to promote integrity and fairness in the ranking process. There are penalties for those who violate these guidelines. For example, you risk dropping your rankings if you build links from a poor site. This means that the quality of content that is published on the site you link from will affect your rankings.
This explains why getting links is not an easy task because people are keen on which sites they build links with. As such, you should always be cautious of buying links because that would risk your reputation. If a site offers to sell you a link, there is a high chance they are selling to others too – such links are compromised. You are better off earning reliable links by building them slowly.
Guest blogging is the best way to get links
Guest blogging is a great way to build links but it’s not necessarily the best way to do so. By its nature, guest blogging is exhausting and time-consuming. This is because you have to spend a lot of time researching the most suitable topics to write about yet it is impossible to tell how many blogs you need to write to get the desired result.
Also, there are no guarantees that your intended audience will want to read articles that are connected to your brand. This risks the reputation of your brand because creating quality content does not necessarily result in getting the desired number of links. Also, you can only get one link per post – which is really not a good return on your investment.
Every link matters
Not every link you build will help you achieve what you want. For instance, links from websites that are not relevant to your content will be of minimal effect and hence, do not matter. When building links, it is advisable to avoid websites that have too many outbound links. If a site has many outgoing links, your chances of gaining traffic from them are extremely slim, which means that such links have no value.
Also, you need to limit the number of outgoing links on your site too. If you link to malicious websites, you will be penalized by Google. On the other hand, inbound links matter because they create value for your website. The good thing is that you can have as many inbound links as you can get wish. But this does not mean adding any link. All inbound links you get must be relevant to your content. The more quality inbound links you have, the more value you get.