Wired Plus TV Episode 9 – An SEO Hack and Link Building Strategies
Hi and welcome to episode 9 of Wired Plus TV.
I’m Tony and I’ll be your host. I’m the Marketing Manager at Wired Plus.
In every episode of Wired Plus TV we will be exposing marketing secrets, insider knowledge, and business advice and lessons that we have learned through the creation of Wired Plus.
Wired Plus TV is your chance to take a little bit of time out of the day and to join me in discussion about the marketing world. Even if you don’t want to join in (using the #TeaBreak), you can still take some time away from your work and see what we have to say.
We need you to share your most pressing marketing questions, to share the word about Wired Plus TV and also to take part!
We also want to interview marketers, business owners, and influencers on this channel!
If you want to join in, send an email to firstname.lastname@example.org
So, moving on to this week’s marketing hack which is for SEO.
We’re considering link building in the marketing strategy, so decided that this week’s hack would tie in with that.
You won’t always get backlink juice to your site, as a lot of places are now only allowing no-follow links, but even those can help get people onto your website. That means new traffic, and as long as they engage with your site, you will see the benefits from this approach.
And now our marketing strategy section where we’ll be discussing “Link Building”.
What Is Link Building? A Definition
Link building, simply put, is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site’s authority.
Why do you need to build links?
Google’s algorithms are complex and change regularly, but backlinks remain an important factor in how every search engine determines which sites rank for which keywords.
Building links is one of the many tactics used in search engine optimization (SEO) because links are a signal to the search engines that your site is a quality resource. So, sites with more backlinks tend to earn higher rankings in the results pages.
There’s a right way and a wrong way, however, to build links to your site. If you care about the long-term viability of your site and business, you should only engage in natural linkbuilding, meaning, the process of earning links rather than buying them or otherwise achieving them through manipulative tactics (sometimes known as black-hat SEO, a practice that can get your site essentially banned from the search results).
That said, natural, organic link building is a difficult, time-consuming process. Not all links are created equal: A link from an authoritative website like the Forbes will have a greater impact on your rankings on the SERP than a link from a small or newly built website, but high-quality links are harder to come by.
Why Link Building Is Important for SEO
Link building is important because it is a major factor in how Google ranks web pages. Google notes that:
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”
Imagine that we own a site promoting sporting equipment that we sell. We’re competing with another sporting equipment retailer. One of the ranking factors Google will look at in determining how to rank our respective pages is link popularity.
Key factors such are taken into account such as:
- The trust and authority of the linking pages.
- The SEO and content optimization of the respective sites.
- The anchor text of the incoming links.
The most important point to understand is that, as Google says, you’re more likely to have your content rank higher for keywords you’re targeting if you can get external websites to link to your pages.
Simple Link Building Strategies: How To Get Other Sites to Link to You
There are a number of link building strategies used to get external websites to link to yours:
- Content Creation & Promotion – Create compelling, unique, high-quality content that people will naturally want to reference and link to, and tell people about it. As we’ve mentioned in previous episodes of WPTV, you have to be proactive in sharing yoour content before you can expect anyone to find your content and link to it!
- Reviews & Mentions – Put your product, service, or site in front of influencers in your industry, such as popular bloggers or people with a large social media following.
- Links from Friends & Partners – Ask people you know and people you work with to link to your site. Remember that relevance matters; links from sites that are in the same general industry or niche as your site will have more value than links from random, unrelated sites.
It can take a while to build a lot of links, but be patient, and remember that shortcuts like buying links are against Google’s guidelines and can be devastating for your SEO. Don’t take chances.
Internal Link Building
There’s an easy, underrated way to build links to the pages you’re attempting to improve search engine rankings for. And it’s a method you have total control over: Internal link building.
In attempting to get a Web page to rank, there are a few key factors to consider:
- Anchor Text – One of the most important things search engines take into account in ranking a page is the actual text a linking page uses to talk about your content. So if someone links to Tony’s Sports Equipment site with the text “football boots”, that will help us to rank highly for that keyword phrase, whereas if they had simply used text like “Tony’s Sports Equipment” to link to our site, we wouldn’t enjoy the same ranking advantage for the phrase “football boots”.
- Quality of the Linking Page – Another factor taken into account is the quality of the page that is sending the link; search engines allow links from high-quality, trusted pages to count more in boosting rankings than questionable pages and sites.
- Page the Link is Aimed At – Many times, when people talk about your site they’ll link to the home page. This makes it difficult for individual pages to achieve high rankings (because it’s so difficult for them to generate their own link equity).
These are all elements we can’t control in attempting to get other sites to link to us. We can, however, control all of these elements in linking to our own pages from our own content. We can:
- Determine what anchor text to use.
- Decide which page to point that anchor text at.
- Ensure that the quality and content of the linking page is high (since it’s our page!).
Building external links to your site is important, but in focusing more of your efforts on the optimization of these internal links you can build quality inbound links with rich anchor text to the proper pages, which will provide you with a ranking boost for free.
Internal Link Building Tips
So how do you go about building these great internal links? Well, you can set up a system for interlinking your pages in a few easy steps:
- Keyword Research for Link Building – First, you need to utilize a keyword research tool to have numerous keywords suggested to you that are both relevant and popular.
- Assign Keywords to Content – Next, you have to group your keywords strategically, creating a search-friendly information architecture.
- Link Pages Using Targeted Anchor Text – The final step is to apply your keyword research to intelligent inter-linking; you do this by linking to content using the keywords you’ve discovered.
The execution of the third item is key. You need to be sure that you’re linking to the right pages with the right anchor text. Here are a couple quick tips for carrying that out effectively:
Use Your Site Search
This one’s pretty simple, and can be used for multiple purposes:
- Finding pages on your site to link to a new page – When you create new content, you want to make sure you can search your site for mentions of similar keyword variations you might want to link to that page.
- Finding a page that’s been created to link to – Your site may have multiple content authors. In this case, you may have a vague idea that a page about “football boots” has been created, but you don’t know the page title or URL. In this case, you can either type the keyword into your site search to find the corresponding page, or use Google itself. To do this we’d simply type: “site:http://www.sportsequipment.com intitle:football boots” into Google. This would return all of the pages containing that phrase that Google has indexed.
Create an Internal SEO Link Building Wire Frame
To do this, you simply need to map the keywords you’d like to target to the most logical pages. So, let’s say we have three pages to choose from:
Since the football-boots page definitely seems to be the best fit for our “wind turbine rotors” keyword, we’ll align that keyword with that page.
We can similarly match “sports equipment” and “football boots” with the corresponding pages. In a spreadsheet, this might look something like this:
As you can see, each page is associated with multiple keywords. By making this document available to all of your content writers, they can quickly see which pages are targeting which keywords; they can also instantly check your SEO wireframe to see which keywords have been targeted (with a simple ctrl F!).
And that’s a basic overview of link building. It can get a lot more involved, but using these tips you’ll be able to move the needle in your favour for the SERPS without too much effort.
And now an update on the Wired Plus journey.
A change is coming for our free trial sign up process. We’ve been too traditional in our marketing approach, so took the decision this week to run a 2nd marketing strategy alongside our existing one. It’s going to be a bit “off the wall”, so keep your eyes peeled for it.
We’re going to be offering some amazing incentives for signing up to use the Wired Platform. We’ll let you know as soon as it goes live!!
We’re sure that this approach is really going to shake up our industry, whilst also allowing our WPTV viewers, customers, and prospects the chance to get involved with us on a personal level.
This is a very exciting time for the Marketing team and I and we can;t wait to share all of this work with you!!
So that’s it for today’s show!
In the next episode, we’ll be talking about YouTube, a video marketing hack, and an update from our journey.
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Thanks for joining me today, I hope you can join me again next time.
Until then, happy marketing!
Bye for now.