According to the 2012 Search Marketing Benchmark Report analyzed by Search Engine Land, only 59% of companies use external link building services, and those who have a formal marketing strategy procedure are twice as likely to utilize this approach. It looks like link building is deemed unimportant by many, but is it so? On the contrary, link building plays a huge role in search engine optimization.
What leads to link building?
The definition of link building comes from the reason of why it is important. It is a crucial concept for understanding the competitiveness of digital content. From the perspective of search engines, web pages are in a constant battle with each other to determine what information will be the most relevant for a particular user’s search query. Since anybody’s contribution is accepted on the Internet, the variety of information is growing ever more rapidly. Company marketing specialists, aware of the limitless competition, use SEO best practices to generate the most pertinent content associated with the enterprise and to attract as much of the specific audience to the company’s web properties. Among many tools enhancing SEO function is link building.
What? Why? What for?
Simply speaking, link building is making great efforts to embed great links to and from your online properties. The reason for doing this arduous work is because a search engine, like Google, is a smart machine that constantly rates Web pages and determines which ones are superior to others. Pages with quality links are very important in this evaluation. As Jon Ball emphasizes, link building is about establishing smart relationships while publishing valuable content at the same time. What you connect to your website is indicative of you, just like individual interests demonstrate people’s personalities – inbound linking is all about this statement: “I trust you, and therefore I am going to link your quality content to the Web page to build my reputation”.
Link building is also about recognizing what is out there and offering even better content. Imagine media sources denying each other’s existence instead of acknowledging the abundance of reports and co-referring to them to build links and “stick relevant content together”. This technique would hardly do any good to either media company.
As one of the SEO’s most important elements, link building carries a great deal of importance, but more than any other aspects of search engine optimization efforts, building link equity effectively requires patience and persistence. The times when search engines can be easily tricked with keyword stuffing and other black hat SEO techniques are now gone.
At concept9, we provide the entire array of search engine optimization services – from technical audits, content creation, social media strategy, to link building and keyword research. We have experience in helping Fortune 500 companies increase their ranking in meaningful, revenue boosting ways. To find out how we can help you grow your business, contact us now.