The Elements of SEO: Backlinks

Despite all the changes to the web, to websites, and to the entire SEO process over the last decade, one element has remained arguably constant: the goal is still to have a number one SERP on Google. Certainly, organizations care about click-throughs, about sales, and about placement on other search engines. Nevertheless, being at the top of the list for relevant search terms is the “gold standard” by which people judge the success of SEO practices.

This goal is not without merit: Google ranking is enormously important, since Google routes most of the of global online traffic—nearly an 80 percent market share, according to Forbes. A landing page or blog post that appears in the first slot for the keyword of your choice translates to instant credibility as well as the highest visibility.

Wanting to place in that first slot is far different, however, from being able to accomplish that feat. So how can it be done? Is there a magic formula that guarantees success? Unfortunately, no; there are, however, certain strategic moves that SEO-intelligent web directors can take. One of the best is to invest time and energy into developing a network of back links.

Optimize Content to Emphasize Backlinks

“Content is king,” as the saying goes, but there is more to effective SEO copy than simply adding keywords. With so much online competition in every imaginable field, it is hard to come in cold and become any type of instant authority, no matter how relevant your content or how many key phrases are interlaced in your text. Those things are highly important, but you can elicit even greater results from you content via applied content marketing.

Content market works to drive your domain authority by effectively informing Google that other sites are finding your site valuable: the more that other reputable sites link to your content, the more search engine crawlers are likely to believe that your site is authoritative.

Obviously, this has to at least appear to be an organic event, but strategic content marketing often involves relevant blog posts, with relevant posts appearing multiple times each month. Original content such as case studies or white papers can be used as a type of lead magnet that requires users to link back to your site if the information is shared; to that end, make sure that this type of content delivers unique insight and/or presents information in an original, user-friendly format.

Be Sure to Be Seen

Content marketing also provides additional opportunities rank for more keywords, which can help broaden your results across multiple searches. Keep in mind, however, that other sites can’t link to your content unless they know it exists. Make sure you are maximizing the appeal and usefulness of your content as you create it, so as to increase its visibility. Share articles via social media, enlist the help of  influencers in your field, and even consider running a paid-ad campaign for particularly strong content. Also, you can build your network by linking to relevant articles on other site, hopefully gaining their interest.

Consider Yourself an Expert

Are you the expert in your category or market? If you don’t believe you are, Google probably won’t, either. Even if you’re relatively new to a market or demographic, you can still bring something original to the table. As one tech expert noted, services that dominate a market can be replaced at any time—“… as soon as someone comes along with an improvement.”

While it’s smart to set yourself up as an expert to get others to link to what you’re writing, you can also demonstrate your faith in your own authority be doing some of that yourself. One of the most effective and powerful ways to accomplish this is through guest-posting.

Writing guest posts works on multiple levels: not only do you get to connect with a new (and obviously targeted) audience, you will also almost always be a link involved, as well. There are precious few sites out there who won’t at least give you a bio-link; the best publication will also allow one or more links to non-promotional content. This is smart strategy, since most will be hoping you can reciprocate the favor at a later date.

Additionally, you should not hesitate to link back to other articles on your site from within your own posts. These internal links keep users focused on your site and your content, as opposed to being led off-site. It can also help increase the average views per session, which will help you on the long runs.

It All Works Together

While there exist numerous ways to promote your online presence, none are a good substitute for outstanding search-engine rankings. A good Google ranking is free, far-reaching, and capable of helping you reach users across the various stages of the sales-funnel.

At the same time, this is not always an easy—and seldom a swift—task. if you’re struggling to improve your Google ranking and build up your domain authority, the experts at SEO Clearwater can help. Contact us today for more information.

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