Link building is the scaffold on which many a successful SEO campaign has been constructed, however, it can also be the “weak link” in an otherwise sound seo campaign – why? Well basically, there is a persisting misconception that whereas content creation is the ethical face of seo link building can get away with a more autonomous – even unethical – approach; this, however, is a grave mistake.
In reality, the same values that govern the creation of content, i.e. relevance and quality, should be translated to the practise of link building and, whereas of course there will always be a practical side of link building – e.g. prolific submissions to forums etc – this should always be bolstered by an ethical impetus, and the aim to hand something of quality over to your end-users.
Running an ethical link building campaign will no only put you on the right side of your users, however, and it also has functional implications; and put simply by hosting relevant links on, for example, relevant forum pages you will quite obviously garner more back links than irrelevant links, as users are more likely toward navigate to your “relevant” homepage.
With this in mind, how do you ensure that your running an ethical link building campaign?
Any link building services worth their salt should ensure that they have a deep understanding of the brand or service that they will be representing, and, perhaps more importantly, they should understand their consumer base.
Only by being grounded with an understanding of a brand’s consumers will a link building company be able to wage a truly successful link building campaign, and this is for a variety of crucial reasons.
Personalization
Remember, link building requires the activity of users, i.e. hosting links on social media pages etc is just half the battle, and in order to generate a back link your link needs to encourage users to click it! There is only one truly effective way to do this, and that is by hosting links in relevant content, where a link to your homepage is “naturalized”
A great way to reach this point of “naturalization” is to give your link building campaign the personal touch – and, for example, you could target certain kinds of users with certain kinds of content, via the social medium. This way not only do you make back linking much more likely, but you also foster a positive brand consumer relationship – enhancing your online reputation.
Know Your Medium
On a similar note, your link building campaign will be still born, if there is a discrepancy between your brand or service and the medium through which you are trying to create backlinks. The obvious solution to this, is to wage a campaign across a wide range of social media pages, forums etc; however, this could be a particularly wasteful strategy.
Instead, it will be much more cost effective (as well as more effective in terms of backlinks!) if your campaign is geared towards the kinds of media that best correspond with your brand – and for example, links related to a music products might live better on a social media page such as Last.fm.
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Posted by Phil.
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