Search Engine Optimization is not a static process that only takes place on your website and with its code. Many clients don’t know that it is not enough just to make sure that all meta-tags are optimized, but it is at least equally important to make sure that your company’s website comes across as a valuable resource on the Web for relevant information. The more your company’s website and its text content is regarded as established with unique tone and approach, the higher the likelihood for higher ranking results. Valuable links from authoritative websites pointing to your site and mindful link building will help your company to reach higher ranking results in search engines.
Specifically, the 5 things that your company should know in the context of link building are:
Google continually indexes all websites and calculates a page rank for each website on a scale of 0 to 10. The higher the page rank, the higher the regarded status as a resource in the Web. New websites typically start from a page rank 0 and then move gradually upward. Page rank 4, 5, 6 or higher is generally considered a good rank that shows that the website is recognized and has relevant network of backlinks. For the page rank 9, the website is typically an established new media source and resources such as Twitter and LinkedIn; page rank 10 is reserved for only a few well known news websites, institutional websites or websites with a significant status-quo such as White House, Google, CNN, BBC, MSNBC, Government of India…to name few.
There are many websites such as http://www.prchecker.info/ where you check your website’s page rank. In modern browsers you can also install a toolbar that automatically displays and updates search engine ranking data such page rank by each url.
Now that you know your company’s page rank the obvious question is how to improve it. Mindful quality link building should be taken seriously. Interestingly, your company can get best results by actually focusing on your website’s content vs. scanning through “low quality” websites for links. Ask yourself, if I was a web master of another website, would I place a link to this website? What would be the purpose of that link? What unique, relevant information or resources has been provided on this page? If you know an organization that might want to point a link to your site or specific page, you can certainly send an inquiry or request (but before asking, please check to make sure that Google considers them a valuable source).
Follow Google’s advise and focus on the quality, not quantity. As Google puts it:
“The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors” (Source: http://www.google.com/support/webmasters/bin/answer.py?answer=66356)
Integrated social media tools on your website can help to increase links to your website. For instance, letting visitors to “tweet” a link to your website, share an article, make a “like” note to their Facebook page generate links and interest. It sets an interactive tone and shows that your company cares about being a valuable resource, and wants to encourage an exchange of information and opinions. An easy way to start content sharing is integrating a blog to your website. Integrating content sharing tool bars and applications to map and share the entire content on your site requires typically services by a Web professional.
Social Media is a relatively new and exciting way to establish your website as a valuable resource. For one, social media websites generally speaking have a high Google page rank and they are practically household names. As long as your company’s social media policy follows set user guidelines and supports your company’s own brand and marketing messaging, you are good to go. Active accounts in Twitter and Facebook for instance, create you instantly valuable backlinks.
Set actively your website’s content to a social media ecosystem by sharing key articles in article resource websites such as Digg or Stumble Upon. If you have a visual portfolio you can post it to Behance.net and then interlink it with your LinkedIn page. For sharing your company’s presentations or press releases consider file sharing websites such as SlideShare.net or Box.net.
Google’s new search engine Google Caffeine indexes activity in social media in almost real time.
Diversifying links pointing to your website is like diversifying your stock portfolio. Different pages on your website typically have a different set of key words. Overall this may result to higher search ranking results and more traffic to your website. Your company can encourage deep linking with social media share tools, and by creating a unique purpose and identity for each page.
Internal deep linking will also help Google index your site better and visitors access and share needed information. In this context, it is important that each page in your website is accessible from the menu bar (no dead ends or difficult corners) and that the your company’s brand message and key information is carried through on each page, and not only left for the Home page.
Successful link building strategies will bring traffic to your website. Please contact Interaria at 214-909-3900 (Dallas) or 512-300-9286 (Austin) for more information about link building and how it could benefit your business. Click here to fill our contact form.