2011-09-06
Making Your Content Relevant
Link building is perhaps one of the most important tools for SEO in the modern market. Since the introduction of the Panda algorithm by Google, link building has become even more important and challenging. When optimising a site now, it is worthwhile remembering that all content and keywords must not only be relevant, but non-repetitive. No longer is it allowable to have content that says the same things over and over as it will be filtered out by the search engines.
Content management and web design have become intermixed a lot more then they used to be. SEO managers now must work in conjunction with content providers and marketing managers to ensure that the website not only looks good, but is relevant to both the business and to the search engines. Embedding trusted links into the site is a good step in ensuring a company doesn’t get demoted to the bottom of the ranking lists on Google or any other search engine. How is this done?
To illustrate the process it is best to use a keyword example. Let’s say that a site wants to be ranked for search terms like document scanning or digital storage. Those are the terms that both the company SEO and Marketing Manager should agree upon as being relevant to the business the website is promoting. The next thing to do is to get these terms placed as back links to the website from other preferably trusted sites. These sites should where possible be of the same subject matter that the business is known for. Having someone write an article or blog post about the subject matter on another site embedding a link back to the business website is the best way to do this. It is tricky, but not impossible.
By placing authority links on your own website you can generate more trust from the search engines. For example if some of your content is directly related to a news article published on an authority website, then it is worth linking a phrase into that article. At first this will generate more trust for the authority website, but done enough can create back links to your own site. The important thing to remember about this process is that it shows that you aren’t merely trying to dupe the search engines into ranking your site higher. What you are doing is proving that the content of your site is relevant to the search term you want people to find you by.
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