Link building has been the mainstay of SEO right from the start. Despite the continuous changes in Google’s ranking algorithm, this is a strategy that still holds strong. Quality backlinks are capable of boosting your site’s ranking, traffic, authority and even relationships with the targeted audience. There is no arguing that a robust link building strategy is critical for the success of your website.
Since this element of online marketing is so critical, it definitely deserves all your attention. What really matters for getting optimal results is that you do it right because you need to ensure that your strategy aligns with the current algorithm. Here are some link building rules that you should absolutely follow to achieve high rankings as well as protect it from being penalized.
1. Focus on content quality
Before anything else, content quality makes a difference to the success of your link building strategy. Publishing quality content on your site is the most effective way to generate strong backlinks. Quality makes your content discoverable and attracts other sites to link to it naturally. This means that you will naturally score high on inbound links, which will get you on high search ranking with minimal efforts. Also, it enables you to publish guest posts on high DA sites that add to your authority as well.
Backlinks are not created equal as they vary in quality. The crux of creating a successful link building plan lies in prioritizing on quality rather than quantity. Simply speaking, doing contextual link building and creating a dozen high-quality backlinks will give you better results rather than creating hundreds of low-quality ones. A high domain authority of the site where you link, relevance with it and unique on-page content are a few parameters that determine the backlink quality.
3. Build at a consistent pace
Another rule that you should stick to is being consistent in your pace. Building backlinks too fast is prohibited because it is perceived as unnatural. Conversely, staying inactive for long periods is also the wrong approach. The best way to do it is to have a long-term strategy that uses consistent efforts gradually over a period of time. This will make the links appear natural and enable you to grow the link authority steadily and sustainably.
As Google updates its ranking algorithm at frequent intervals, pursuing only a single type of links can be a risky proposition. In fact, sites that lack a diverse link profile may end up getting penalized and lose the rankings built after years of effort. Seeking variety in link types is the best approach and you should try to build backlinks from as wide range of sources as you can.
5. Diversify anchor text as well
While diversifying your link profile is critical to the success of your strategy, diversifying the anchor text is also important. Using varied anchor text in your content enables you to have a natural-looking backlink portfolio, which is capable of pushing your site up on the search rankings. Also, it can help you to target a wider range of keywords in the content.
The best way to build backlinks to your website is by using the right practices. You may be tempted by the wrong practice of buying them as this might seem to be an easy way out but can get you penalized by Google. Rather than spending money and efforts on buying links, you should focus on genuine practices for building a quality link profile that fetches sustainable results for your website.
7. Get listed on directories
Even though directory listing is regarded as one of the older methods for backlinking, you should still follow it. The right strategy is to get listed in niche-specific business directories rather than showing up everywhere just for the sake of getting backlinks. Niche-specific directories not only get you relevant links but also enhance your chances of being visible to the targeted audience. Getting listed on local directories is a good idea if you want to extend your local reach.
Another useful rule that you must stick to while creating links to your site is to build deep links. Deep linking is all about making your links as natural as possible. The key is to ensure that every single link that you create does not fetch the user directly to the homepage of your website. Rather, the focus should be to link the sub-pages that are enriched with specific information which the user may seek. Further, you may provide navigation from these pages to the home page for driving the user there.
9. Measure the impact
It would be wrong to build backlinks to your website and not measure the impact. Unless you follow up, you may not be able to identify the shortcomings and make improvements in your strategy. Therefore, you should definitely measure the impact of the strategy and use the insights to tweak it for better results in the future. It is equally important to keep an eye on the market and competitive landscape as well.
While studying the impact of the link strategy is important, monitoring the backlinks is also a significant aspect of the strategy. If any of the external links appear broken, fix them up because they can hamper user experience and create a bad impression for your website. Similarly, keep a check on the inbound links as well because it keeps you connected with the targeted audience and helps you to understand their expectations.
A well-planned backlink campaign can take your website a long way and help you create a strong and sustainable online presence. Start with extensive research and build up a solid plan on the foundation of quality content. Adhere to these rules stringently and keep a close vigil on Google algorithm updates as well. What may work today is not guaranteed to work tomorrow. As a smart business, be adaptable to change and have a result-oriented link building strategy that works.