We have already went over that you need a website and what search engine optimization is. We've also covered on-site SEO in our last article, which simplified some of the terms and concepts your SEO experts will use. Now it's time to move move into off-site SEO, also known as link building.
Offsite SEO is all about defining and implementing a link building strategy. This is where you encourage external websites to link to your company website to improve its search engine ranking. These external links, or backlinks, influence the search engines’ mysterious ways of working. They see a link as a vote or endorsement of your website. While you might think that the more external links that point to your website, the better, some links carry more weight than others. If your website has a quality backlink from a large or reputable company website, this will have more clout in influencing the ranking of your website.
When an external company puts a link from their website to yours, the words, or ‘anchor text’ that are used in the link are all important – a good link will endorse your website in a positive way, flagging you as an expert in your business field. You may not be able to influence the anchor text, but if you do have the opportunity, take it.
Usually external companies will create a backlink to your website if they have found something really interesting there and want to share it with their own clients. So make sure your website has great content, and increase the visibility of your website with press releases, video marketing and blog commenting.
In addition to improving your website’s search engine ranking, don’t overlook the fact that backlinks send more direct traffic your way. If you get a backlink from a national newspaper, you should be over the moon. This endorses your business as a reputable one and will result in more direct visits from good quality clients.
So when your SEO experts talk about implementing a link building strategy, sit up and take notice because this is an important strategy to get just right.