If you’re a brand owner, you likely understand the importance of search engine optimization (SEO) for your website and other online channels. One of the most integral aspects of implementing successful SEO strategies is high-quality link building that directs back to your site. While this might sound like a simple process, this isn’t necessarily true.
One of the biggest obstacles to business and marketing teams trying to deploy successful SEO strategies is the constantly evolving nature of the Google algorithm. This ever-changing model that Google follows can make it challenging to know the most effective methods for link-building strategies. The following are some key tips for business owners that can help you navigate this process more effectively.
Focus on Quality Over Quantity
You can tell when brands have a lack of understanding about how SEO and link-building work. The giveaway is that they load their content with links, even if those links are poor quality. When you don’t take into account the quality and authority of the links you’re using, your link-building efforts could be doing more harm than good.
Google will suppress websites that include links to other low-quality, low domain authority web pages. This is why it is absolutely essential to focus your link-building strategies on utilizing high-quality links from reputable and relevant sources. This will show the Google algorithm that your website should also be considered a reliable institution within your specific industry.
Avoid Black Hat SEO Tactics
You might be wondering: what is black hat SEO? The digital marketing strategy known as black hat SEO refers to the process of buying links or using link farms. While this may seem like a quick and convenient means of internal link-building for your brand’s website, this is simply not the case.
Black hat SEO can result in major penalties from Google and your SERP rankings can suffer drastically. Your brand’s reputation as a whole can also face significant damage. This is why it’s so important to focus on organic, quality link-building over taking the easy route with black hat SEO.
Keep Your Link Building Strategy Diverse
It’s important to note that while SEO link building is vital to your SERP ranking, this isn’t the only means of boosting your website’s visibility. There are a variety of methods for improving your position on search engine results pages. Creating high-quality content on your social media channels and completing thorough internal link-building are two incredibly effective ways to diversify your SEO strategies.
Regularly Monitor Your Backlinks
One of the main reasons why brands will see their SERP ranking fall over time is that they become stagnant in their link-building efforts. Just because your strategy was highly effective at the beginning of a link-building campaign doesn’t mean it will never need to be reviewed.
Consistency is key when it comes to SEO link building. This is because of the nature of the Google algorithm. If the ranking methodology is constantly changing, then you should be regularly monitoring and updating your content to match. You can also utilize outside resources like SEMrush and Google Analytics to help automate the monitoring process.
Focus on Your Anchor Text
When it comes to SEO link building, and more specifically quality link building, it’s important that you pay close attention to the anchor text you’re using. Anchor text is the words or phrases you’re using to insert – or anchor – links on your page. This element actually demonstrates a vital intersection of two different SEO methodologies.
For your internal link-building strategy, you will utilize high-ranking, authoritative sources for the actual link and you will include high-ranking, relevant keywords for the anchor text. The anchor text you choose for your web pages should also be diverse and unique. This will help you avoid penalties from Google for being overly repetitive. This again plays into the concept of quality over quantity.
The major takeaway for your SEO link-building efforts should be: take your time and create high-quality campaigns. While there are ways to cut corners and rush the process, you can actually hurt your brand in the long run. By following these best practices, you can become a more competitive force on the SERP and begin to expand your brand’s visibility.