What is Link Building Strategy?

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Tuesday, January 29, 2013 - 2:59pm

Strategic link building is crucial to search engine optimization. It’s the process of developing a strategy to attract links to your site. Building a portfolio of quality links is a time consuming process, but it is essential to achieve results in the top positions of search engines. To implement effective link building strategies, it is important to understand what it is and how it works.

Imagine you have a website that promotes your business in the manufacturing of industrial molds, and you are in competition with another company that produces the same exact type of mold. One of the factors that determine your site’s position in the search engine results page (SERP) is link popularity.

There are a number of link building strategies used to obtain links from external sites to yours:
 
Create great content and interesting copy in which people want to see, and this is the best and most natural way to get inbound links to your site. Write content that attracts links, will be shared, commented on, and consumed by your audience.

Write content and distribute it. Submit content as guest posts on industry blogs, news sites and develop engaging press releases. Distribute your press releases through sites like PRWeb, share your guest posts with your social audience, and build up a name for yourself in your industry as an expert. The content opportunities that come about after you’ve become an industry wide expert are pretty amazing.

It’s very useful to identify influential bloggers and blogs dealing with issues related to your industry and that may be interested in writing about you. Just like in traditional media, make a pitch to industry bloggers and tell them about why they should write about you. Have a new product coming out, just developed a great piece of content, or want to offer your help to their readers? These are all great ways to pitch a blogger to write about your company.

Link building through social sites is also a great technique. When you develop a great piece of content, don’t forget the social factors. Provide social proof around your content, by getting others to RT your engaging content, +1 in Google +, pin on Pinterest, and more. Make it easy for your audience to share your content through social media and they’ll provide you with no-follow links to get some social proof around your content.

Finally, find forums and communities where they discuss topics related to your product /service. Sign up and participate, comment and demonstrated active conversations, don’t "spam" other users by entering only the link to your site, but create interesting conversations and participate in those of others.

Of course, to participate in forums, writing content, press releases and news you need to have plenty of time and copywriting skills to produce effective content. If you have little time to devote to these activities, here are the easiest techniques that will help you optimize your link building strategies.
 
Beware of Anchor Text & over optimization: One of the most important factors in the ranking of a page is using the same text (or related text) that represents the link; this text is called the anchor text. The following is an anchor text that will take you to in Article entitled Anchor Text – Wikipedia’s Answer .

The phrase "Anchor Text – Wikipedia’s Answer" is a good method to use because the linked text contains most of the exact words contained in the title of the post to which I'm linking to. It carries more weight when your anchor text shows relevance to what is being linked.
 
Quality of Linked Page: Another factor to take into consideration is the quality of the page that sends the link. Search engines give higher scores or rankings to sites that are more authoritative. Authority factors of a site can include: the authority of the sites linking to them, good content on the site, optimized website, popular website, and more!
 
Build Internal Links: You can set up a system of inter-related connections between your pages in a few simple steps, by maximizing the architecture of the information contained on your web site. This can be taken too far with onsite content, but overall is a good opportunity.

Identify the most relevant keywords to create your link and then link the content of your pages with a targeted Anchor Text. Use this method by relating the contents of a single page to the other pages within your site.

Want to Know Your Competitor’s Link Building Strategy?

Finally, one of the most overlooked link building strategies is investigating which websites are linking to your competitor's websites and then analyze them.

There are several useful tools that help analyze a competitor’s link building strategies which can then help you decide how to strategically design your campaign.

Link building isn’t a difficult concept but it does require work, and a strategic plan for proper execution.   

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