Link building is seen as one of, if not the most important aspect of search engine optimisation and achieveing high volumes of visitors to your website.
This article looks to explain link building in terms of web design, in order to give you a better understanding of why it is so important to the success of your website and ultimately your business.
One of the easiest ways to explain how link building works is to imagine yourself as an academic researcher in a university. You are researching a cure for a tropical disease, and make some ground breaking discoveries that potentially could pave the way to saving millions of lives. After completing your research you write a paper on your findings which is published in an international medical journal.
Now with the large number of academics in your field out there, you’re article is bound to catch someones eye. Another highly regarded academic in your field decides to cite your findings in their latest research paper, acknowledging that your work has real importance within that field. Suddenly your credibility within that field has been given a little boost through their recognition of your good work.
As many other interested parties read this respected fellow academics paper they too notice the citation and as such they read your paper because it is relevant and has in effect been recommended to them.
You begin to generate more interest from these academics, some of whom also cite your work in future papers until it comes to the attention of the a wider audience who show an interest in turning your research into a product they can use to save lives.
After all that hard work has paid off, you have gained greater exposure to a wider audience and built up a strong reputation through link building.
Now I am not suggesting that your business publishes research papers, so what does this mean for you? It means that the more people (customers, suppliers etc) who link to your website, and the more relevant their websites content to your’s the higher your website will appear in search engine results therefore exposing you to more people. Search engines like Google and Bing give you ‘points’ in effect for the number of inbound links to your website, and extra ‘points’ for their relevance. The more points you have the higher up the league table you climb. And people visiting the websites that link to you may also decide to follow the link to your website, giving you extra referral traffic too!
Now for many small businesses with a local customer base the number of links required to rank highly is likely to be few if any, but they all help. Rather than produce a website with that in mind, it should be produced as if you were competing on a national or international stage to help ensure your number one status!
There are a number of key elements to link building which come down to:
- Providing Unique Content
- Providing Interesting Content
- Making It Relevant
If it fails to interest someone, are they going to create a link to your website? If what you have to say repeats something which has been said hundreds of times before are people going to care enough? There have already been plenty of articles on link building and its importance, so why do you think I used my own personal analogy of the academic? Now it’s different…
By getting to know your business it is possible to highlight relevant areas of discussion which can be built into your website in order to provide you with even just a small amount of unique content which will be of use to people and can be used to ‘bait’ them for links.
The main thing to remember is be patient as link building takes time. Even if you have one hundred readers a month, write as if you have one hundred thousand and the rewards will come!