Link building continues to be an important part of the digital marketing, SEO mix and still remains at the top when it comes to Google page ranking factors, which is why you cannot afford to follow out-of-date practices that can lead to penalties in the long run. But with so many things out there in terms of what to do and what not to do when it comes to link building, how do you clear the air and follow best practices? Here are some rules to help you build links without subscribing to out-of-date practices:
Try To Get Your Business Listed On Local Directors And Websites
Getting your business listed on local websites and directories still does well when it comes to link building because of how much value they provide to people. Consider the following:
- Listings on local websites show Google that your business has a specific location with consistent information like phone number, address and name.
- Create a page on your website that links to these local directors to get your listing indexed.
- Stay clear of low quality directors because you don’t want links from there to your website.
You should follow only a reliable digital marketing agency that will do quality SEO work. While this is an age-old practice, many SEO experts fail to link back to their own websites which ends up making this effort useless. Not only do you have to get listed, but you also need to provide links to your website and vice versa to get your pages indexed and ranked on Google and other search engines.
Find Out Who Is Talking About Your Brand Without Linking
One of the best ways to build more links to your website is to find out who is talking about your brand without actually providing a link back to your website. Before you decide to ask anyone for a link, determine its value and establish what it can bring to your website in terms of authority, traffic and relevancy. If you think it is worthwhile, consider the following steps:
- Conduct an audit to find who is talking about your company without mentioning it.
- Reach out to the author of that piece and ask them to provide a link to your website.
- Follow up with them until the link is actually placed on the other website.
You’ve already got people talking about your business, so it doesn’t hurt to ask for a link. Worst case scenario – they will simply say no. But at least you made the effort and may have a strong chance of getting the link.
Fix Broken Links Immediately
One of the biggest problems websites face is broken links. Perhaps you’ve deleted a particular page that was linked to in the past or maybe you’ve made some updates elsewhere. Either way, you’re facing a broken link if other websites were linking back to your page. This will hurt your digital marketing and SEO rankings if you don’t fix it immediately. Consider the following:
- Conduct an audit of all links back to your website.
- Establish whether each link works and whether the link is relevant to your website content.
- Correct any broken links by writing back to the page author or website owner and provide the accurate website link for the content.
Fixing broken links is a good way to rectify the problem and push up your authority – plus it can re-direct genuine traffic to the right pages on your website.
Avoid Link Exchanges And Automated Link Building Tools
Outdated practices like link exchanges and automated link building tools are age-old practices that should be avoided in your current SEO framework because they just do not work anymore. Consider the following:
- Link exchanges where you provide a link to another website in return for a link to yours is often viewed suspiciously by search engines.
- Automated tools that create links of a range of websites will bring down your authority over time.
- Specific keyword anchor text also looks spammy to Google, which is why any links to content need to look more natural.
- Writing amazing content is a good way to get people to link back to you without seeming spammy or forced.
Automated link building and link exchanges have become obsolete as Google gets smarter and only indexes pages that look natural and not spammy.
Outdated practices have no place in current digital marketing efforts, so you’ll want to revamp your strategy if you have them as part of your repertoire. Link building is a key SEO strategy – make sure you review your tactics regularly to keep up to date with best practices.