Lessons in Links – Why link building still delivers results

Apr 9, 2019, 9:06 am

Guest C.

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Link building is a service that has transformed several businesses by increasing visibility and improving their Google rank. But is this still a strategy worth exploring for marketers and businesses? Absolutely. If page one is a place, you want your business to be found then link building is going to help you get there, yielding strong results and conversions along the way. But it’s not all a numbers game; it also facilitates opportunities to give your brand a nudge in the right direction and to collaborate with the right people and profiles. Here’s how link building still delivers results.

Because backlinks still move the needle

Backlinks are still hugely important when considering improving your rank on Google. Link building is most effective with the right balance of volume and quality that will ultimately move the needle, so remember that authority and quality are as important as volume. If you have found the right website with the desired page authority to publish your content, don’t be hasty in sending all your content over to go live. Your backlinks will be better weighted if they come from 5 different websites, as opposed to 5 articles all on the same website. Diversify your backlinks across a number of high-ranking websites.

It’s easy to determine good backlinks from bad

If you are asking about the merit of backlinks, then potentially you have been the recipient of a bad link or two in your time. The upside? It’s never been easier to now determine the page authority, allowing you to avoid bad links entirely. Google has identified signs of bad links and usually will not count these links.

A certain level of common sense on your part will also avoid bad links, so always spend more time on the website to determine if there are any geographical or niche barriers that will work against your content ranking. Good links are the ones that add value to the users and search engines. Relevance and quality is the name of the game with good links, so remember to hold your content to the same standard.

Evergreen content and brand exposure

There are so many opportunities and channels in which to advertise your product and market your service. So why is link building still the channel used to see results? Brand exposure. Campaigns end and creative expire, but a link building strategy will keep your brand name out there longer (if not indefinitely) and in the searches of your prospective customers time and time again.

Evergreen content provides a tangible asset that exists on reputable pages, as opposed to other marketing initiatives that are present during a campaign period only. To keep your content evergreen, avoid referencing time and events that will date your content.

Opportunity to collaborate

The rise of influencers and the growth in collaborations adds credence to the fact that link building is still a powerful strategy. If you have identified brands or individuals that align with your product or service, you can explore a collaboration or guest post. This will provide each party with another backlink, and exposure to each others audience. In fact, link building should be a natural result of almost all marketing initiatives to ensure that you have built a base of prospect pages for your content delivery or use an agency to facilitate.

Link building isn’t going away, which is a good thing for businesses who have jumped on board and reaped the rewards of this visibility strategy. Review your content plan, and explore the idea of having your content shared across a diverse collection of websites and channels that will ultimately place you higher on page one of Google.

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