The business of link-building (or as we like to call it, link acquisition) is part of the SEO and wider online marketing mix. It’s generated some pretty negative press over recent years until Google’s algorithm and checks became even more sophisticated. Individuals and brands were engaging in legitimate, but not very useful practices on a mass scale, in order to build awareness and referrals back to their site, month in and month out. Luckily as Google has matured and become even more complex, this kind of activity is much less prevalent – and you certainly shouldn’t find any reputable professional marketers, agency or in-house, engaging in it any more.
But first, what is link acquisition? It’s basically a way to create relevant and quality links from other websites which lead back to yours. In the wider context of the way Google works and online marketing activities, authentic links which add value to the web user are important for both visitors and your business to increase brand awareness, traffic and potentially conversion levels.
A link tells Google your site is relevant, interesting and helpful to visitors. It’s like having a virtual salesforce working for you – it’s then up to your website to demonstrate what you offer and close the deal.
Link acquisition should now be viewed in the same way as other forms of third-party marketing, like PR, affiliate marketing and social media. It should be planned, allocated budget and be within a wider online marketing strategy. We recommend that you:
A couple of other thoughts – Google Map listings are a great way to boost your search ranking through that link, as the page content often appears after someone carries out a ‘general’ Google search. Lastly, sometimes the organisation you’re asking for a link from may not know how to create it. If that’s the case, or you need help with link acquisition, just ask and we’ll see how we can help.