Hopefully, your website is populated with content that is topically relevant and streamlined to be SEO rich, have clean HTML, is quick to load and optimised for easy access from mobile devices, but this is only half of the story for the successful marketing of a site. The world of SEO is a fast-moving industry, principally because of Google’s menagerie of algorithm updates that affect how a website is ranked. One thing has remained consistently crucial to a site’s position, however, on the search engine ranking pages: links to the site.
Link Building Best Practices - Continued Choose Quality Sites Now you have updated the site’s content; you are in a position to write compelling content for external sites to publish. Remember: Google is all about quality rather than quantity, so as much as you need to get content out online with links to the site, you need to be selective about the sites that are going to host your content. Review Your Content Google wants your content to be found organically by users, which can be through a search, through social media, or by clicking on a link. How do you help this happen? Your content needs to resonate with your target audience and should add value to the user’s experience. Provide them with information, solve problems, answer questions, and be relevant to the site’s visitors. Relevance is the new PageRank. Your content should always be fresh, unique and exclusive to your site while providing value to the visitor.
What do we mean by quality? Google Search Quality Evaluator Guidelines, 2017: “Expertise, Authoritativeness, Trustworthiness: This is an important quality characteristic. Important: Lacking appropriate E A T is sufficient reason to give a page a low-quality rating.” The site must be relevant to your target audience. It must be relevant to your industry, and it must be able to give your link the audience numbers that you need to make this campaign a success. It’s a tall order, but thankfully there are tools which provide metrics that can be used to help you assess the quality of the sites so that you can identify if a site meets these criteria. Like anything in life, the effort that you put in correlates with the success of the result, and so you need to be prepared to put in the work to use the tools to help you discover which sites will be relevant to you.