2011-08-12
Building Your Links
Search Engine Optimisation (SEO) is now the best way to market a company in the modern world. The best thing about it is that anyone can do it. There are no big secrets to discover – other then the fact that Google is run by virtual robots. However once you have fully optimised your site to the terms you want to be found for, the next step comes along in the form of building links.
Let’s start with the basics. The first thing Google looks for when its robots visit is whether the site has relevancy and trust. In other words Google will check to see how long the site has been going and whether the content is relevant to the words that appear on the meta title (your search term). After the robots have established this the next thing they will look at are the amount of links you have on your site. Google now places huge importance on links so it is well worth understanding how they can affect your site.
The first thing you can do is build an internal link structure. This is easy to do and anyone can learn how very quickly. Let’s look at an example first of how internal links can affect your trust. Page X links out to another 8 pages on your site. Each page that page X had linked out to will receive approximately 8.5% of the total trust allotted to page X. In layman’s terms if you link all the important stuff on your website from your homepage this will automatically lead the Google robots to place more trust in your site. You can structure your internal linking to what you most want ranked on Google when someone enters in their search terms. For example if you want to be known for international roaming rates because you are a new and upcoming mobile phone service provider, then you would make sure a lot of the anchor text links have these terms written into them.
External links are a different story and more challenging to achieve for smaller businesses. As Google is placing more trust on sites that have a large number of trusted sites linking into them, it is necessary to understand how to do this. An example of how to achieve this is as follows. Say you are the head of one of the biggest ISP providers for internet abroad like ‘abroadband’. You are regularly featured in both the online and offline press for great travel rates for broadband. Large news websites like the BBC and The Guardian link to you through their articles and reviews. You are therefore going to appear in the search engines much more then you would for just having your own internal links. People will be able to click onto your page through several search results instead of just one.
Link building is essential for any business these days, and whilst it is challenging to achieve, keep at it because it will pay off in the end.
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