Anyone that has researches basic SEO has learned that a website’s ranking on the old SERPS (search engine results page) are based on the links to your site. Anyone involved in SEO will also tell you that “the quality” of these links is absolutely essential for effective search engine optimization. However, it has been possible, in the past, to “hoodwink” search engines with shadowy “black hat” tactics to lift your website appear near the top of the pile. Here, we’ll expose some of those tactics and highlight the correct and natural methods you should use in increase your site’s visibility.
- Deep linking. Links that go to all areas of the site and not just the home-page. A good mix of home page and other page links (ensuring that key words are not overused), as well as full http links (rather than keyword links) is good practice.
- Natural linking is not reciprocal, which means if a website has a link to you, it looks more natural not to always have a link going back to them. Launching quirky competitions to set the blogging world alive with excitement is a good way to get link without the need to link back. If the competition is of interest to their audience, then both bloggers (as well as traditional websites) will be delighted to inform their audience.
- Relevant text must always be used. For example, if the website is a bike shop, then the link must be surrounded by information about bikes. All good quality websites relating to bike enthusiasts and (more generic) websites from the region need be considered and ideas brainstormed for possible “link bait” and possible articles to include the keywords.
- Links are gained slowly, so a colossal amount of links gained at the same time is thankfully easy for search engines to spot. Therefore utilizing social media (such as Twitter, Facebook, LinkedIn) is a fantastic way to slowly build relationships online, which can eventually lead to links.
- Variety is the key, as links with websites with varying page ranks (as long as the content is relevant and is not “spammy” or with a poor reputation) should be gained. For example, universities and councils (if your site has something worthwhile to offer them), media, websites used by the target audience, bloggers, should be contacted in a genuine manner that looks appears you are generally offering news that would benefit or interest the readers of their website.
Following these guidelines will help your website to climb up the SERPs naturally and safely, and will avoid any wrist-slapping from Google – but the secret to successful SEO is establishing links with respected websites. Online, as in life, you are judged by the company you keep. If you associate with dubious characters in your private life, then you will be tarred with the same brush! By hanging out with the popular, well respected crowd, you will be looked upon more favourably and enjoy greater opportunities.
