Link building is essential to the success of any solid website. In fact, there’s a direct correlation between the links your site acquires and its search engine ranking. So how can you build a link profile that Google loves?Last month we touched on how to spot the difference between a good link and a bad link. This month we’ll delve a little deeper and look at how to build a strong, robust link profile using these high-quality links. Read on to get started.
First and foremost, we need to establish what a link profile is exactly and what makes a good one. A link profile is the makeup of links directing to your site as well as the characteristics of those links. Your site’s link profile consists of:
So why do these links matter? We don’t know for sure, but it’s safe to assume that a link profile accounts for the vast majority of a site’s rankings according to Google’s algorithm. In fact, the penalties given to sites are largely based on their link profiles, so you need to make sure yours is of a high quality.To help you understand, let’s break it down. Here’s a great guide to understanding the importance of a link profile from QuickSprout:
So besides diversity, what else does Google like in its links? Some of the key ingredients of a strong link portfolio include:
If you can acquire links that tick all of these boxes, you’re well on your way to building a strong, healthy link profile.
Now you have a better idea of what makes up a great link profile in the first place, here’s how to maintain your efforts:
Link building takes time, but the results are rewarding. A great way to approach your link profile is by performing it in phases:
Then, evaluate your results to determine whether they’ve had an impact on search engine results, inbound leads and brand awareness. Assess as you go and make adjustments where needed.
To key to managing a quality link profile is organisation. Using a systematic approach, start by eliminating low quality links that are negatively affecting your results. Take a long hard look at the links pointing to your site and ask yourself:
By asking yourself these questions, you’ll identify the links that either need to be removed or modified in order to achieve a healthy link profile. A great tip is keeping a detailed log of your link efforts and link acquisitions, including link sources, link targets and link text.
In order to see link building success, you need to stay on track. And the best way to keep on top of your link profile is by constantly checking it. So how do you check your link profile? Go back to the beginning of this blog post and have a look at the characteristics listed. You need to make sure your links tick each of these in order to be successful. Not only that, keeping up-to-date with your link profile means you’ll also notice any suspicious behaviour early, allowing you to address it before it becomes a major problem. Remember, Google is big on penalties when it comes to black-hat strategies. So by monitoring this data you can keep on top of your site performance - but you have to be willing to dedicate a lot of time and energy to it in order to see a return.
Content marketing and SEO are inherently intertwined with good content being the best way to grow your links. So before producing a piece of content, always ask yourself if it’s going to create value for the user. In other words, could you expect to get legitimate referral traffic from the link placement? If the answer is no, then it’s not beneficial to your cause. Another question to ask yourself is if your content is linkworthy. If it’s not, then you’ll never achieve a link profile that’ll enhance your search engine visibility. There’s also certain types of content that produce better results than others. Here’s what Sprout Social’s Neil Patel lists as his go-to content marketing for better SEO results:
Do you need help building your link profile? Have a chat to Bang Digital’s team of search experts today. We’re more than capable of helping you implement an SEO strategy for success starting with your links.