More than just link building
link building is vital to ensure visibility in the search engines. Although Google now use more than 200 signals in their algorithm for scoring websites, hyperlinks are still one of the most important signals to maximise a site’s visibility. Link building can be confusing, time intensive & frustrating, however improving link & social signals is a must for all websites who wish to be competitive in the search results.
The term ‘link building’ is actually quite outdated, as it’s really about providing compelling reasons to attract links rather than ‘building’ them. You must first understand your target audience, before developing a marketing & content strategy to provide reasons to earn those links. A good linking strategy will build relationships, create magnetic content, increase referral traffic, maximise visibility of the brand while improving relevancy and passing weight to the website to improve rankings. Links on the Internet form a relationship between pages and sites that are hugely important to both search engines and marketers. Search engines, like Google, use links to crawl the web, discover new pages, calculate the popularity of those pages, and also determine the relevancy of results to a searcher’s query.