In the first article of this three-part series we talked about on-page search engine optimization. In this article we’ll be covering the basics of off-page optimization.
Off-Page Optimization & Link Building
Imagine Google as a voting system. Google perpetually checks which sites are getting the most votes. The way a webmaster votes for another website is by linking to the site in their content. In the world of search engine optimization, this is called a backlink.
I mentioned in my on-page optimization article that the key to ranking organically is creating high-quality content that answers questions in your niche. If you produce high-quality content, other people will link to your site.
It is important to know not all links are created equal. Let’s talk about getting high-quality links.
The Do’s and Don’ts of Link Building
Say you get a backlink from a site like Inc.com. That one link is worth the same as dozens, maybe even hundreds of links from your colleague’s blog. In fact, irrelevant links can hurt your website’s Google ranking. So how do you get links from quality sites relevant to your niche?
Your success at link building is directly related to your ability to create quality content that answers people’s questions. Once you rank on the first page for a keyword, other content creators will link to your content.
Link outreach is another way to get links. Do some research and make a list of 3-5 blogs who have content similar to yours in both topic and quality.
Identify the webmasters of these blogs and email them to explain why you think linking to your content will make their content more valuable.
Another form of outreach is pitching article concepts to these blogs. Guest-blogging is the best way to ensure you get a relevant backlink. If you write the article, you control the link. You control the anchor text and where the link is placed. I’ve written articles for Inc and Entrepreneur in the past, and those articles brought a ton of traffic to my site.
One strategy you should never use is buying links. A link you can buy is never as valuable as the seller would like you to think.
Are you feeling like you don’t have the time it takes to create great content and do the work to get links? That’s okay. You can outsource your SEO to an agency and use the information you learned to ask the right questions.
One of the things a good business coach can help you with is your digital marketing strategy. Schedule a business coaching session with Arman to discuss your SEO strategy.