Last week I did a basic link building presentation internally to our team here at PushON, as a little refresher and to help some of our newly acquired staff. The presentation covers the basics of link building, including some methods, tools and instances where link building can benefit a website (both traffic-wise and via improved search engine rankings).
Some of the information from the slides can be found below.
What is Link Building?
The process of improving the number of external links to a given website, from relevant and authoritative domains.
Links are seen in the eyes of the search engines as ‘votes’ – the better the links you have, the bigger the opportunity for a website to gain increased search engine visibility (dependant on other factors).
Link building usually accounts for the majority of work carried out on an on-going search marketing campaign (along with CRO, reporting/analysis and on-page optimisation).
Links represent around 67% of what drives search engine rankings.
(2010 SEOmoz survey)
Why Links Matter
Although not ideal, it is one of the many contributing factors that is difficult for people to exploit (effectively) – bar some time-consuming exceptions such as content networks.
Establishing a link on a relevant and popular page could mean more than just search engine benefit, as it is likely to send potentially converting traffic to your website.
Having great content is useless if it isn’t being found in search, so external links can be an effective means of improving indexation and visibility for pages which may struggle to perform without.
What Makes a Good Link?
- Non-Existance of Nofollow Attribute
- Relevance of Linking Domain/Page
- Age of Linking Domain
- TLD of Linking Domain(.ac.uk <> .tk)
- Authority of Linking Page
- Destination URL (inc canonicalisation)
- Anchor Text
- Link Positioning (on page)
- Google PageRank
- Potential Traffic Gained
If you have any suggestions on how this could be improved then please feel free to add them in the comments.