DIGITAL NEXT LINK BUILDING MANIFESTO
How you can get the holy grail of links to supercharge your business’ seo campaign
Digital Next believes in the optimizing for today, as well as tomorrow. Every aspect of the campaign meets and exceeds best practice guidelines ensuring your campaign will achieve and sustain priority positions across the breadth of the target keywords for sustainable periods.
HOW DOES LINK BUILDING ACTUALLY WORK?
It starts off with website authority. Search engines want to provide the most relevant search results for the queries that people are looking for. For example, if a search engine user types in ‘mechanic Sydney’, then it’s likely they’ll receive search results for mechanics that are based in the Sydney area – and not in places like Darwin, London or Moscow.
The result is that search engines, such as Google, will prioritise the web page content and website in a preferential ranking position. In short, to get onto the first page of Google, websites must provide search engines with proof of credibility – which will come from the relevancy of the web content – the relevancy of the links and the authority of the linking source.
HOW DO SEARCH ENGINES DETERMINE RESULTS?
Although extremely complex, how search engines determine what results to show first can be broken down into two simple ways. Firstly, they want to ensure that any web page provides the most relevant information that the web searcher was looking for based on their given search term, which is determined from the on-page content and website structure.
Secondly, search engines want to see signs of proof that the web content that they are serving is relevant and valuable to the web user. Search engines use links as citation references and votes of confidence to determine this. A vote of confidence could be gained by other authoritative, industry relevant websites linking their visitors back to your website.
What does a link from the holy grail look like?
A link from the ‘Holy Grail’ will combine relevant content for the target audience and search engines, and domain authority that will provide credibility for the website and content. For example, a link from a blogger outreach campaign should contain the following.
- Is the site genuine and relevant?
- Does it have relevant titles header tags?
- Is the content engaging relevant?
- Is my backlink a ‘do follow’ link?
- Are there social share features?
- Is there minimal other advertising?
- Is there AN authorship reference?
CHECK EXISTING ANCHOR DISTRIBUTION
For some websites, it may be a case of ‘evening out’ the keyword anchor text distribution to minimise the risk of any negative impacts, such as manual link penalties. Prior to engaging in link building activities for your website, it is ideal to undertake a link audit to determine the current state of your link portfolio and devise a strategy to put more emphasis on your branded anchor text.
ENHANCE YOUR SITE AND CONTENT TO GAIN NATURAL BACKLINKS
Websites need to develop a portfolio of links that will enhance the relevancy and authority, while remaining as natural as possible. Links must be acquired naturally. Should you acquire too many links in such a short space of time that display a pattern, search engines may think that you are breaching Google’s Webmaster Guidelines. This ‘Black Hat’ method of building links could lead to setbacks, such as penalties, that will see your website drop or be completely removed from rankings. The use of the actual hyperlink is important for your link portfolio and the links need to strategically use:
- publish informative blog posts on your website.
- Publish downloadable content such as e-books.
- Develop a dedicated tool such as a calculator.
- Develop a demonstration area such as a demo video.
- Provide information with data visualisation.
- Share PR news and media features.
- Share testimonials and feedback from customers.
- BLOG COMMENT SPAMMING.
- WEB FORUM SPAMMING.
- WEB 2.0 SPAMMING.
- THE USE OF PRIVATE BLOG NETWORKS.
- SYNDICATION SOFTWARE.
- MASS BACKLINK PRODUCTION.
- CONTENT spinning.
“link building is sweat, plus creativity...”
MATT CUTTS (HEAD OF GOOGLE, WEB SPAM)
- BLOG ON INTERNAL & EXTERNAL SITES.
- OUTREACH ON AUTHORITATIVE WEBSITES.
- SUBMIT RICH MEDIA (IMAGES ETC).
- SOCIALLY AMPLIFY ALL CONTENT.
- WEB CITATIONS TO GAIN REFERENCE LINKS.
- LIST ON AUTHORITATIVE DIRECTORIES.
- SOCIAL BOOKMARKING REFERENCES.
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