So how does Link building work?
If Google only takes notice of organic links, how can a link building campaign make any difference to a website’s position in rank? Well, it takes a bit of know how.
The purpose of a good link building campaign is to acquire links from a selection of well respected websites, and to do so in a way which is in keeping with Google’s ambition to enhance user experience. The focus for SEO campaigns is, therefore, to craft content which provides a natural bed for links.
Website designers, copywriters and technical perfectionists all start work to bring the client website up to speed, creating an appealing, informative resource that potential platforms would want to link to. Once we’ve mastered this, the link building work can begin in earnest.
Although no two campaigns should be the same, in this guide we are going to introduce the key components of a link building, and familiarise you will a lot of handy terminology. First, let’s look at the different type of link a business can may acquire over the course of a link building campaign: manual outreach, non-editorial, and organic links.
Manual outreach links
SEO involves a lot of hussle, especially in the early stages of a campaign. All website curators want their content to get noticed, shared and linked to. To do this, it’s important to have a digital marketing strategy which covers manual outreach.
Digital content marketers spend a lot of time identifying and liaising with bloggers, editors and content curators that could provide a link which would be particularly beneficial to a client’s site. A strategy to win these potential link platforms over, and build a relationship that will yield links, can then devised and implemented.
One important SEO rule in link building is quality over quantity. Search engines know the difference between an established news site and a small, seldom updated blog.
Self generated non-editorial links
Most digital marketing agencies will pursue editorial links, those which feature within an article or online copy. These links often look more organic, appear on higher authority sites, and have higher levels of user engagement, ie traffic.
However, non-editorial links can be pursued by business outside of their SEO campaign. Directories, strategically placed press releases and user profiles on external sites are just a few examples of self generated link build techniques.
It’s incredibly important to consult your SEO agency before actively pursuing any non-editorial links. They will be able to advise you and steer you away from major pitfalls such as spammy directories and comment sections which can prompt search engine penalties.
These are perhaps the most vindicating links of all; they are a strong indication of a successful SEO campaign. Once a site becomes an established producer of outstanding content, or becomes a high profile company thanks to increased visibility in search, it’s only natural that people are going to start linking to your website of their own accord. These are known as organic or natural links. They’re not sought out within an SEO campaign, but occur as a result of a strong digital marketing campaign. All you need to secure them is high quality content.