SearchEngineOptimisation.com, only one way up

After you’ve investigated the obvious options for links, it might seem like time to start with the real work. There is, however, one link resource that is full of potential, but which very few site owners think to make use of. It’s simply asking around.

Who to ask

Your existing contacts can be a great resource for link building, and you can discuss this part of website optimisation with us at SearchEngineOptimisation. No matter who you are, your activities on the net generate lots of leads for links. The leads available include:
*your existing links
*competitor links
*links via PPC
These leads aren’t just valuable for themselves, however. They’re valuable for the ideas their owners can provide.

What to do

All it takes is a bit of conversation. Find a way to approach the site owner, whether it’s as part of an established relationship, or as a general survey. Ask them what blogs they follow, which news sites they subscribe to, and what online publications they like. Not everyone will give you answers, but enough people will be willing to chat to make it worth your while. What you end up with is a list of well-targeted links that have grabbed attention in your industry. You just need to talk to your link building company to do the rest.

Link building strategies work far more smoothly if you do your link research well. Investigating all of your options might take a little more time, but it provides you with a much better list in the end.

Whether you know it or not, you have hundreds of link leads at your disposal. It doesn’t matter whether you’re starting your search engine optimisation from scratch, or you’re in the middle of link building services. There is an invisible list of link possibilities that you should be exploring.

The invisible list

There are at least three sources of links that should be considered during SEO link building. The first, competitor link profiles, is an SEO basic, and your SEO agency should investigate this option. The second is a little less obvious, namely the links of your existing links. Simply visit the sites that drive decent traffic your way and note their profiles.

Finally, there are the sites your advertisements appear on during PPC. This last category is one that many site owners don’t think about. Pay per click campaigns can produce some valuable leads, so it’s worth noting which sites you receive the most clicks from.

How to use them

The first thing is to assemble a database of these leads. This database should include the usual link building data, including rankings and possible angles to use. You can discuss this with us at www.SearchEngineOptimisation.co.uk.

The next step is the same relationship building your search engine optimisation agency would recommend. For your PPC list, these sites which you already have a link with are a little easier. Email the webmaster, noting your existing connection, and compliment the site. For the others, approach the site owner, note your common interests, and offer them something valuable.

Link building in the modern sphere of search requires skill and patience. A diversity of search engine optimisation techniques can be put into practice. However, it is important that these are tailored to fit the precise features of the site in question. The nature of the firm concerned also must be kept in mind when planning and implementing tactics. It is also the case that adjustments sometimes need to be made in line with continuing evolution in the search world. The speed of change is often rapid because of innovation and changes in the popularity of search engines or social media networking sites.

At Searchengineoptimisation.co.uk we work hard to implement multifaceted campaigns that tick all the right boxes. These campaigns are never formulaic, but by adhering to the right principles we ensure that our diverse sites are managed properly. When it comes to attracting links, we never buy them. Furthermore, we prioritise quality over quantity.

Links that are neither relevant nor of a decent quality do not help a site’s performance. Attracting the right kind of inbound links often has to be done on an incremental basis. Link bait can be used sometimes, but it is frequently a good policy to focus on building up the quality of the site under scrutiny. If it is pleasing the search engines and gratifying its target audience then it is likely to get inbound links in time.

There are other techniques such as guest blogging and competition holding which can be very effective. Using Facebook and Twitter can also be very productive.

Getting links is fundamental to SEO. Nevertheless, it is not easy and there are consultancies that do not pursue links in the correct way. It is essential to do link building properly because the costs of getting it wrong can be substantial. If black hat techniques are used, the consequences can involve the imposition of a search engine penalty. This can mean that a site is suspended from the index for a few months.

At Searchengineoptimisation.co.uk we are conscious of the impact that a flawed approach to obtaining links can have. This awareness means that we only use white hat methods that are fully in line with the ethical guidelines devised and maintained by the likes of Google. It is worthy of note that Google and the other major search engines have got better at detecting malpractice in this area.

There was a time when the purchasing of links was judged to be acceptable. However, buying links has been classed as a black hat activity for some time. The truth is that paid links are not only risky but also unlikely to be of the necessary relevance or quality. A link should be from a relevant site. It is important to recognise that a high quality link is of much greater value than several low quality links.

There are diverse methods of getting links, but the emphasis should be on attraction by making the site into something which authoritative organisations and thriving businesses wish to be connected with. Patience may be needed, but gradualist SEO techniques improve the site for users as well as search engines and have an excellent chance of working, when given time to grow organically.

Site owners have many things to be concerned about when worrying about SEO penalties. It was once hard to pin down which particular error can get you into the most trouble. Once upon a time, that is, until one of Google’s gurus announced that the search engine comes down most hard on sites that infringe its linking rules.

The statement was made by Google team member Wysz, who is part of the search quality team, as part of a discussion about linking schemes back in Dec 2010. Wysz felt it was an opportune moment to point out that linking schemes are ‘one of the toughest violations for a webmaster to recover from.’ Strong words.

The search engine giant often comes under criticism for not providing enough information on how its spam team operates. In a world where some very obvious spammers seem to get away scot free while other, smaller offenders have to pay a huge price, any lack of response from Google’s spam team is taken as major neglect. As the above statement came from someone in the search quality team, however, the angle seems to be more about the practical methods Google uses to preserve the integrity of its results. This is valuable information because it’s a hint of the search engine’s general attitude, rather than its specific response to particular offenders. This can have a major impact on SEO link building as an optimisation tool.

Of course, Google’s webmasters aren’t a single entity, and do sometimes say things that contradict each other. Elsewhere in Google’s blog history they will surely say that something else is the most grievous offence when it comes to search engine optimisation. What the statement does highlight, however, is how important it is to be careful when trying to get to the top of the rankings, and you can discuss this with us at Searchengineoptimisation.co.uk. Too much enthusiasm can lead you to do things that you’ll later regret.

Search engine optimisation is a complex discipline. This is in part because SEO experts are confronted by changes on a continuous basis. The strategies which they devise and implement have to be flexible and they must correspond with the wants and needs of users and search engines alike. Given the pace of technological innovation, on occasion the tactics employed have to be refocused to a considerable extent and sometimes entirely new principles have to be adopted. A great example of this phenomenon relates to methods of link acquisition.

At Searchengineoptimisation.co.uk we devise and implement SEO campaigns that are site-specific. By working with the unique features of a site and making adjustments in line with alterations in the nature of the search world it is possible to get a site higher up the search engine results pages. By using social media networking sites in parallel with SEO, it is often possible to get even more users to a site. Conversion rate optimisation techniques can then be deployed to maximise sales.

When it comes to link acquisition, it is possible to discern that things have changed radically over the last few years. There was a time, six or seven years ago, when getting links involved the purchasing of links in bulk. Little attention was paid to the quality and the relevance of the links concerned. It was a quick and easy way to get a site higher up the rankings. Visibility was what every SEO practitioner was after. The problem was that the search engine results pages were being distorted by all this activity; users were finding that the upper rankings were being filled with poor quality sites in some instances.

This meant that Google took action. It decided that link purchasing was an unethical practice. By categorising link buying as a black hat technique, Google was changing the goalposts but it was doing so to advance the perceived interests of users. Since then, Google and the other major search engines have become more adept at spotting those site owners and SEO specialists who are infringing the rules. Those found in breach of the rules can discover that they are facing a search engine penalty. A search engine penalty may entail a site being exiled from the index for some months, a punishment which can have severe consequences for the business of any online firm.

It is much better for inbound links to be obtained in a gradual and prudent fashion. The emphasis should be placed firmly on getting high quality links. The quantity of links should not be the focus of the campaign. A site is judged on the type of inbound links it contrives to receive.

Getting a few links from relevant sites can be hugely beneficial, especially if they are respected in their sector. One way to achieve this is for a site to move to becoming an authority in its sector. Holding competitions, using the social media, guest blogging and so on can all play a role in getting high grade links.

Link building is not a straightforward activity. The purchasing of links has been categorised as an unethical practice by Google and this means that links have to be acquired in a patient manner. This gradualist approach is difficult for individual site owners to proceed with unless they have specialist help. Some site owners have little idea of how to improve what is called their link profile. Considering the attraction of high quality inbound links is a tricky thing to do well, it makes sense for SEO firms to put some resources into getting it right during the course of an evolving SEO campaign.

At Searchengineoptimisation.co.uk we work hard to deliver progressive campaigns that tick all the right boxes. In addition, the link building that we do is conducted in a manner with is tried and tested. Although link acquisition is based on these established techniques, we are conscious of the fact that the sphere of search is subject to change. This means that campaigns are always flexible in their implementation.

When it comes to the finer points of link acquisition it may be instructive to categorise the sites from which links can be sought. It is then possible to comment on the desirability of these links and focus on appropriate tactics. There are at least four significant link categories and they have been listed here in line with their importance or value, with the most important ones featured first and the least valuable ones last:

• There are authority sites in most sectors of economic activity. These sites are attended by large audiences of users and are frequently a ‘first port of call’ for those seeking industry news and interesting comment. They can be very difficult to get links from, so perseverance may be the order of the day. However, some authority sites encourage guest blogging and this means that easier opportunities may be available.
• Other sites are not approaching authority status but are nevertheless situated in the relevant economic sector. This means that these sites can be serious targets for an evolving campaign to obtain more and better quality links. Working hard to get these links is often rewarding, although it is never easy. One thing which can be thought about in this area is hosting competitions. Another strategy is to make the site which is seeking inbound links such high quality that it projects a very favourable external impression.
• Then there are links connected with directories. Some directories are poor quality and should be avoided whereas other directories are not so potentially detrimental to the prospects of a site. This means that there is a considerable value in checking out the integrity and relevance of the directory being looked at.
• Links associated with a spammy site are simply bad news. This means that there can be a great deal to lose by mixing with bad company online. The search engines will evaluate a site in a negative fashion simply because it keeps bad company. If adequate measures are not taken to get links by the correct methods there can be problems.

Search engine optimisation is not just about what you do. It is also about what you avoid doing. This is illustrated by the importance of avoiding unethical methods of trying to get more users to a site. The major search engines like Google try to protect users from excessive manipulation.

They maintain ethical frameworks which penalise attempts by SEO firms to get advantages for sites by doing things which do not fit in with the wants and needs of users. Some of the ethical boundaries have shifted over time because there is a tendency for the search engines to compete against one another for market share. One area where the goalposts have been moved is link building.

At Searchengineoptimisation.co.uk we make every effort to get our sites ahead of their competitors via ethical means. Part of the tactics which we employ relate to doing the SEO basics to the best of our ability. While each site requires a distinctive and changing SEO recipe, the SEO basics include content provision, link acquisition and long tail keyword insertion.

When it comes to getting inbound links, it is imperative to recall several important facts. Firstly, the purchasing of links has been outlawed by Google and the like. Several years ago this behaviour was not judged to be beyond the pale. Secondly, link building is about getting high quality links rather than aiming to acquire a large volume of poor quality links. Thirdly, getting links naturally takes time and it needs a little patience.

Buying links can only get a site into trouble. Despite the arguments of some players in the SEO community, exchanging cash for links is as illicit an activity as overloading content with keywords. The fact that some sites do still pay for links is no justification of the practice. Equally the competitive nature of some SEO sectors by no means that purchasing inbound links is an acceptable activity. A site has to succeed by offering users something worthwhile, not by trying to subvert the rankings.

A site is assessed by the major search engines in a diversity of ways. They check out a whole range of things which mean something to users, from site loading time to relevant and unique content. When it comes to inbound links, it is essential to remember that sites are judged by which other sites they are associated with. The search engines are not impressed by sites which are connected to irrelevant sites or sites which are crammed full of spam.

Getting links which are relevant and which are of high quality cannot be achieved overnight. This means that an SEO company has to think carefully about planning and implementation in ways which accept the unique nature of a site. It may be appropriate to use link bait in some circumstances, but it is often advisable to focus on getting a site authority status. This is only possible if a lot of the right kind of informative content is put on the site as part of a sustained, multifaceted and flexible campaign. Pursuing social media marketing alongside conventional optimisation can often be of considerable use in this context.

There are several activities which are fundamental to effective SEO. These include content provision, keyword research and link acquisition. While SEO is always changing, these three activities remain very important. Without high grade content being supplied to a site on a regular basis, it is the case that neither SEO nor SMM will make the impact which it should. If long tail keywords are not utilised at an appropriate density in the content on a site, another trick will be missed. However, without the right kinds of links being attracted to a site there can be other problems of an equivalent magnitude. Until recently, there has been a degree of controversy about how best to attract high quality links.

At Searchengineoptimisation.co.uk we are very clear about how links should be obtained. This means that our SEO campaigns are always in accordance with the ethical guidelines set out by Google. There is little to be gained short term and nothing to be gained long term by breaching the relevant ethical framework.

The best types of links are those which are said to be dripping with link juice. For those new to SEO, this means that the links are from high quality relevant sites in appropriate sectors. There is no point being linked to from sites which are concerning themselves with completely different topics. In addition, sites which are considered to be ‘spammy’ are viewed with suspicion by the search engines. If a site is linked to from a disreputable site which shows signs of unethical behaviour, there is such a thing as guilt by association.

These considerations mean that links have to be obtained in a natural manner if they are to be of assistance in the move up the search engine results pages. Buying links is frowned upon by Google and is detectable. Several sites have incurred search engine penalties for this type of activity. A search engine penalty can involve being banished from the index for a meaningful time period. The commercial consequences of this can be catastrophic.

Until recently, some SEO firms have been a bit reluctant to admit that link purchasing is wrong. This means that they have been burying their heads in the sand. Black hat firms who do not follow any of the ethical frameworks set out by Google and the other major search engines were joined in link buying by firms which should have known better. They defended mass link purchasing with a diversity of excuses.

Firstly, it was suggested that buying links was acceptable because some quite large enterprises did just that. Secondly, it was argued that acquiring links with money was fine because certain sectors were so competitive that it made sense to proceed in this way. Thirdly, it was contended that link purchasing used to be acceptable so it was unfair for Google to alter the rules. These spurious arguments now look very threadbare.

It must be remembered that the aim of SEO is to please users and to satisfy the search engines. The vast majority of users do not want the rankings distorted by excessive manipulation. The days of justifying link purchasing are simply in the past.

Although there are many things about search engine optimization which may surprise a novice, there are elements of it that are not so unusual because they reinforce something about the discipline which has already been noted. For example, patience is usually required in SEO link building. In this aspect at least, link building is not actually very different from search engine optimization as a whole. Nevertheless, there is a bit more to it than this, as will be explored at greater length.

At Searchengineoptimisation.co.uk we only practice ethical search engine optimization. This is in part because black hat techniques are prone to lead to search engine penalties, which could be damaging for our clients. However, it is also because implementing unethical methods does not lead to better experiences for users. If users come to a site and are confronted with keyword stuffing or simply a site which does not look like it belongs so high in the rankings, it is not often that they can be tempted to make a purchase from it or take other action that the site owner wants.

Link acquisition by ethical means is not a straightforward activity. That is why some specialists and novices are tempted to take unethical shortcuts. This is a mistake because exchanging money for links can be spotted by Google. Nor is Google reluctant to impose penalties on sites and firms which operate in breach of the lines. The days of moving up the search engine results pages via visiting link farms and purchasing links in bulk are gone. Looking back, those days did little for users. It is best for everyone if the sites which are ranked highly have something real to commend them.

Patience, then, is normally an imperative. To accumulate links naturally it usually takes a considerable amount of time. Organic links from the right neighbourhood may be obtained via mounting effective social media marketing campaigns. Something like a Twitter campaign does not gather momentum overnight. This means that it is all about planning it out properly and crafting each tweet with a clear purpose in mind. Getting others from your target audience to take an interest in your services with the required subtlety can be quite a long game.

Despite patience being needed, there are ethical methods which can speed things up a little bit. Firstly, engaging in guest blogging can be a very good idea. Secondly, it can be very astute to hold a competition. This can be a chance to give away a free gift. Many individuals like competitions and can be tempted by the opportunity to win free goods and/or services. Thirdly, it is possible to design a piece of link bait. This is far from easy, but on occasion it can have a significant impact.

Although there are ways of trying to get further down the track quicker, it is important to retain a sharp focus on the SEO staples. If a site features high grade content and covers industry news effectively it may well be that a firm’s site is the type of site which others really want to link to.