As link builders, we often forget a key benefit to building links. With content links being one of the main conduits to get link juice to your site, SEOs are cranking out articles and linkbait. But the goal of link-building should be two-fold; increasing page rank is only half of the picture.
What is the Point of Link-Building if Not Higher Page Rank?
Don’t misunderstand: increasing your page rank is very much a point of link-building. It’s just not the only point. In addition to this, your link-building efforts should actually be driving traffic to your site.
You’d think that was pretty obvious, right? But if you are doing a substantial amount of link building you won’t be able to find a relevant site for each. Most times you’ll have to slip the keyword in your byline or random example in the article. This technique is fine as long as you have scoured the ends of the Internet first to find a suitable and fruitful home for the link.
Why Should You Find a Fruitful Home for a Link?
Yes, it looks very good for your site to hold a page rank of one. Yes, it’s bound to increase your traffic by some amount. However, let’s say that someone who is in the early stages of making a purchase is looking for information about the product. They aren’t yet ready to buy; they want to be aware of their options before making a decision.
There your site is, right there on page one of Google. But, the meta description says little more than “buy now.” Users won’t click on your link because they don’t believe it will offer the solid information they need to make a decision. They’ll believe it’s just going to be a sales page.
But if you have planted your links in appropriate venues, when that potential customer goes searching for reviews, how-to articles, and other articles to help them know what to buy they will see your link. This will confirm that not only is your product one because of ranking but also because everyone is talking about it.
So How Do You Achieve a Balance?
Go for the gold first. Try to find relevant sites that relate to your product. Send a product to reviewers for free in exchange for a review on their site. This way you will get a link and a fruitful home. Write articles that relate to your industry and include the link in the byline.
Ask a few higher ups in the company to be experts of their field. Send their bios and offer an interview to industry magazines that are online.
If you can’t find a fruitful home, try to make one. In articles tailor it to that company you are linking to. For example, a B2B marketing article can have a case study about construction equipment.
It’s a tricky, challenging task to be sure. For many businesses, the best idea is to hire a public relations professional with experience in link-building and web writing.
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