Question from Ann Baily, Chicago, IL: What is link building, and how can it help my website?
Answer: Thanks for your question, Ann! A search engine’s promise to the end-user is to quickly deliver the most relevant results based on the searched terms (keywords). Search engines do this by categorizing the websites they index, and also what they know about the end-user, such as browsing history, cookie data, geo location, etc.
Search engines do not automatically trust websites. By this, I mean that you can say all you want about your business on your website, but if it can’t be confirmed from outside sources, it doesn’t really mean anything. However, when a website links to another website, this is considered a word-of-mouth recommendation in the online world. If you’ve got people discussing your business using “keyword X,” as the search engines follow those links to your site and see that you’ve got good content around “keyword X” and that your page is optimized, organized and free of errors, the search engine will develop a bit of trust concerning your website. As more links are followed back to your website, the search engines will begin to rank you higher in search results related to “keyword X.”
So, how does one get all those links? Cross your fingers? Hope and pray? Ideally, you want a beautifully designed site with great, shareable content, and a growing subscription base. Since that can be pie-in-the-sky for those, say, in the plumbing industry (although a clever marketing campaign could certainly help), you need a way to build links to your site. That’s what we do. We analyze your company and competition and determine the target rich, relevant keywords that would improve your search engine results. We then choose the page(s) on your site that would make sense for the backlinks to link to (also known as landing pages). We then go out and build those links. Again, these links are centered on your keywords and placed on relevant pages to your industry or market in comment sections, forums, blog posts, sites like Squidoo, all in an effort to build your online credibility and trust with the search engines. Remember, the more trust that’s built, the higher you’re placed in relevant search results. The higher you’re placed, the more share of traffic you get. If you’d like to get started or want more information, don’t hesitate to give us a call!