There are quite a few methods or techniques one can employ when optimising and bolstering one’s online marketing results. White hat link building, based on appropriate inbound or outgoing links, is one of the major ways of developing your online presence, gaining authority and increasing search rankings. However, the over or improper use of generating links, may be counterproductive and is better known as link scheming.
Now let us differentiate link building from link scheming. Link building is a process of exchanging links with other authorised websites. It is regarded as a very effective way to increase web traffic to your site, when handled correctly.
The best way of earning inbound links to your website is simply by providing informative, credible content. In other words offer content that values or prioritises the user experience and link your website to authoritative sources. Reputable sources and up-to-date material assure that every piece of content you provide is regarded as accurate. Also important to note is that you cannot provide valuable content if the entire theme and info is based on a sales pitch or pure marketing content.
This obviously does not mean you shouldn’t add content that increases sales potential. It just means that you may have articles regarding what you sell, but as a best-practice, not in a sales presentation form. However, the quality links, legitimate business or industry-specific content and appropriate call-to-actions will naturally achieve more in terms of engaging your target market and hence converting more leads or hits to actual sales. Even repeat or loyal customers can be attracted in these circumstances.
Link scheming occurs when links are created with the prime intention of simply affecting a page’s ranking on search engine results, such as via Google. The practice also includes any activity consisting of manipulating links to your website or outgoing links from your site in order to gain higher search positions. Most search engines are becoming smarter almost by the hour. Hence, what some chancers get away with now may be costly in the very near future as new search engine updates are launched.
Link types most likely to be penalised by Google include, but are not limited to: links that omit the use of the rel=nofollow attribute, including ads, paid blog posts and paid footer links, links from article sites or press releases with over-optimised anchor texts and backlinks that are bulk or volume produced by tools. It now comes down to the following question: which type of backlink is acceptable? It’s simple, would that link make sense outside search engines? If the answer to that is yes, then the link is okay and will have a positive influence on the rankings of the website or landing page, on search engines.
To conclude, there are no shortcuts when factoring link building into your SEO and content marketing strategy. Ensure this is handled professionally so that you don’t veer into unchartered and unwanted link scheming territory. Even though the process of legitimate link building can become a bit time-consuming, it is ultimately worthwhile in terms of organic search engine optimisation.
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