Companies used to get higher ranking in the search result by manipulating the system. Companies would trick search engine to look more relevant, credible and important and got desired ranking and traffic by making large spammy inbound links using keyword rich anchor text. But, the days of increasing website ranking by simply creating low-quality spammy links have faded away.
The search engine has become more intelligent and can’t be tricked easily. Getting search visibility is a challenge now as search engine demand quality search results. Further, a search engine is detecting and removing contents from search result which doesn’t deserve to be on top.
Today, companies shouldn’t only focus on creating links but earn a valuable inbound link from authorized sites. A company can’t succeed with manipulative effort now. But, this can be done by publishing quality content which attracts more inbound links like a magnet from different quarters. So, let us look at the strategies need by a company to build quality links in a website without facing ire of search engines.
Best Practices For Anchor Text
Anchor text is an important element of inbound links. Earlier, companies used to use their desired keywords in anchor text and considered it as best practice. With Penguin algorithm update in 2012, Google has put an end to this practice as it is a clear sign of manipulation. To use keywords in anchor text is a strategy to establish relevance to a linked page but overuse of it can invite a penalty from Google now, especially if it manipulative.
The best practice is to make anchor text natural, relevant, and value adding. Anchor text shouldn’t be used with the aim to increase search engine ranking but to provide genuine information to visitors. Now, branded anchors are being used for its effectiveness like the anchor text.
Guest blogging is not useful in building quality links but to build brand identity in the market quickly. It is an important tactic to build genuine links quickly instead of waiting for inbound links from published contents.
Good guest blogging provides numerous benefits beyond link-building but few companies use it. This may be due to Matt Cutts’ blog post seemingly condemning the guest blogging. But, companies have misunderstood him which forced him to clarify his stance on guest blogging days later. He concluded guest blogging isn’t bad if it is done on the right platform by experts to add value and not solely for link building. Further, it is a golden opportunity for a company to align the brand with authoritative publishers and brands to get more potential audiences.
Publishing of Quality Content
Publishing quality content in a website is an amazing and perfect way of earning or attracting inbound links from the authorized site. Quality means content which delivers value or satisfies the needs of visitors searching in the search engine.
The acute mistake commits by the business owner is by publishing low or average quality content in the website. It adversely affects the brand reputation and doesn’t attract inbound links. To overcome this problem, interesting infographics, videos, and the quality article should be published on the website.
Observe the content to evaluate if it is really linked worthy before publishing. The content should be engaging for visitors or target audience. A good strategy lays the foundation of a successful link building campaign for a company. It greatly helps in strengthening the brand’s authority and credibility to get more conversion rate.
Track Link Building Effort
Companies should track link building effort to find out positive as well as negative result in a website. Metrics are useful in finding out the positive ROI coming from link building strategies. There are numerous tools available in the market to track link building effort. Here are the few tools to use in SEO purposes for companies:
Google Analytic – It is a useful tool for companies to use in SEO purpose. It offers information about links and keywords on the website. Even traffic, mobile traffic information, and in-page analytic can be done with this tool. Hence, it can be used to measure organic search traffic and benefits of your link building campaign.
Majestic SEO – This tool can be used to check backlinks in a website. This feature is useful in determining the number of backlinks detected by web crawlers. Registered users can compare up to five URLs at the same time.
Google Webmaster Tools – This is another important tool for a successful SEO campaign. The tool allows users to view and download a list of inbound links detected by Google with a date of links. It is helpful in finding out the links which are being counted by Google’s algorithm.
Screaming Frog – This SEO website crawler has many features which allow crawling numerous links. A tool is useful in getting data insight of each link.
Companies are using free or paid tools to get extra insights and gauging the performance of a marketing campaign. Further, these metrics are helpful in finding fault to make improvement in the website.
Planning for Link Strategy
Many companies implement trial and error method to find out which strategies work best for their industry or niche in attracting quality links. Find out the ways which are helpful in attracting more referral links and plan your strategies accordingly. Even the guidelines given in the Google can be read before creating the strategies to avoid penguin penalty in the website.
Good quality link building programs definitely help in increasing the ranking of website higher in a search result. It brings higher ROI to companies but strategies need to be changed according to trends in the market. Remember the above-mentioned point while making strategies for link building to avoid the penalty in a website from search engines.