There is no doubt that SEO is one of the cornerstones of Digital Marketing!
Working the organic positioning of our website has a clear objective: to position it naturally in the search results offered by search engines such as Google, Bing, Yahoo … based on specific keywords.
The benefit for the company is more than evident because a well-positioned page will attract quality traffic to your website. That is users with the potential to convert the visit into a sale, a lead, or a new subscriber.
SEO on-page vs. SEO of the page
Among the SEO tactics, we can establish two differences depending on the type of factors: SEO on-page focused, basically, on working on the technical characteristics and content of the web, and SEO off-page, which refers mainly to obtaining backlinks or inbound links. Let’s develop this idea!
The relevance of a website is a key factor for its positioning, understanding as such the relationship between the contents of our website with user searches. And is that, as the relevance of a website increases, Google will give it a higher priority.
The relevance of a website, in part, is conditioned by the links that point to it from other pages. These links are called backlinks.
These links can be followed or not follow. What is the difference between both? Very easy:
- Follow links transfer part of the authority ( link juice ) to the page to which it points, transmitting “positive votes”.
- Meanwhile, the no-follow links indicate to the Google spider that we do not want that “force” to be transferred.
In a link building strategy, the idea is to achieve a balance between non-follow and follow links, and that all of them are of quality. Then we see what we mean by quality.
What is the Link Building?
By Link Building we understand the SEO positioning strategy that tries to improve the authority, relevance, and visibility of a website by generating and obtaining quality links from relevant websites with a similar theme that leads to it. Without a doubt, it is one of the most important factors of this positioning, although it must always be accompanied by a correct SEO optimization on-page.
How to know if a link is of quality?
To know if the links pointing to our website are reliable, we must take into account the following aspects:
1. The theme of the origin website
If a website with a theme similar to your links to your content, Google will understand that it is a natural link and this is exactly how you like links to the search engine. Therefore, if you have a restaurant, how good it would be if a gastronomy blog linked to you!
2. Geographical correlation
A fundamental aspect is that the IP of the incoming links comes mostly from the same country and is in the same language as the receiving IP. If the majority come from Mongolia or Kazakhstan, Google will have reasonable suspicions that we are doing something wrong.
3. The anchor text or anchor text
It is important that the words where the link to our website has been inserted respond to the keywords that we want to position. Better a link in “SEO Consultant” than in “click here”.
4. The authority of the DA domain
DA is a numerical score given by MOZ based on an algorithm. The numerical range can be from 0 to 100. The higher the DA of the pages that refer to us, the better.
5. If it is “do follow” or “no follow”
There are links that indicate to the search engine that it can transmit authority from the origin page to the recipient, the “do follow”, and others that cannot the “no follow”. As we already pointed out, the important thing is that both help us to position and a compensated percentage of one and the other will be ideal.
6. Link location
The best links are those that appear naturally in the content of a web page so that they improve the user experience and enrich the content. Those that are in the footer or in the famous lists of “My favorite blogs”, are increasingly less relevant.
Google considers certain websites to be trustworthy. For example, institutional, government, or university websites. I assure you that a link from one of these websites can quickly raise an article from your blog to the top positions.
How to get quality links? Establish a Link Building strategy
Do not try to get links from other websites at all costs without any criteria. First of all, always establish a strategy to improve SEO gradually and without causing suspicion to Google. Here I explain what are the steps to follow:
- Analyze your inbound links first. of all, it is important to know how many links point to your website and what authority they have. To know it, you can help yourself with different digital marketing tools. Some of them are Xavi Suite, Ahrefs, and Open Site Explorer.
- Analyze the links of your competition. In the same way that you analyze what are the links that your website has, look from which pages links to those of your main competitors originate and try to obtain the links.
- Set the landing pages for a position. In the keywords search that you have done before starting the SEO optimization of your project, you have determined with which keywords you want to position for each of the different landing pages. Now, you should try to get links that point to those same pages, not just the home page, and whenever possible, make sure that the anchor text is the term you want to position or similar.
- Draw up a link building plan. Set some objectives and specify what type of links you want to achieve, what technique you are going to follow for it, and how often.
- Monitoring and evaluation. It is essential to analyze what results we are obtaining with the links we are generating, how the visibility of the web evolves, and the position of the different landings page by the keywords we are working on. For this, it is recommended to use SEO tools like Semrush.
With effort and perseverance, you will see how, little by little, organic traffic begins to grow on your website.
13 + 1 Techniques to generate quality Link Building
1. Value content
If you create quality, relevant content that adds value to your users, the links will come alone as references, citations mention in listings, interviews … This technique is also known as baiting.
2. Notorious actions
These are marketing actions with great impact and that generates other media, blogs, and users on social networks to talk about it. We are referring to new product presentations, openings, blogger meetings, press trips … Most of these actions aim to generate branding, but they can help us in our link building strategy to obtain high-value links.
3. Press releases
Launching new products, opening new markets, presence at events … the topics on which to write a press release can be very varied. In it, the editor should include a link to the website. But well, remember that if what we want is for the press to share our content, it must be a really newsworthy event.
4. Sponsored Links
If you don’t get links spontaneously, you can always buy them. Sponsored posts on similarly-themed blogs are an example of this. Also, if they are content about your brand of great value and signed by a prescriber, you will add a new link.
5. Guest author
This technique, unless you have great writing skills, requires a lot of effort. You will have to previously select in which blogs you want to apply to write, always keeping in mind the relevance of said portal, establish contact, and propose a topic. And once both parties agree, start writing. With this, you will not only earn a link but also improve your personal brand.
6. Personal Brand
Work on your personal brand. Participate in networking meetings, forums, seminars, attend conferences, organize events, write a book … Make yourself known! And you will see how, little by little, they mention and refer to you on different portals and include the valuable link to your website.
7. Private Blog Network
Also known as Private Blog Networks (PBN). This technique consists of having different blogs with a certain authority, each one hosted in different hostings, in which content created with the purpose of including links to the website that we want to position is published on a regular basis. As you can imagine, it requires a lot of dedication but well built it is a very effective SEO positioning technique.
8. Publications in Portals
Perhaps we do not have a communication department, nor does our company generate many newsworthy events, but this does not mean that we can publish news or reports on other portals by paying their fees. There are platforms that are responsible for writing and sending these publications to portals. Depending on the rate, we will get backlinks of more or less authority.
Create an alert in Google Alert with the name of the company you are working for. When you detect a mention, contact the media from a corporate account requesting if they are kind enough to include a link to the web. You will see how most people answer yes!
This content works great on social media. A visual way to summarize an idea. After creating them, upload them to specific infographic directories, so whoever uses it, as you should know, will include a link to the original website.
If you are working on local positioning, it is important to register the company in local directories and include the company’s website in the file.
12. Social Profiles
Social networks play a very important role in SEO positioning, but not only in terms of virilizing the contents of a blog, but also the links that we can achieve in the profiles of the different social networks. About.me, Twitter, Storify, or Tumblr are some options to always keep in mind.
Public relations actions can generate a good number of quality links. Organizing a day, a training course, calling some prizes, holding a charity event or a congress will bring you countless mentions in the media with their corresponding link.
An SEO consultant has to be creative. Your head will always be thinking of new formulas to achieve quality links. And creativity, like inspiration, will only come working.