Link Building: Keys to successful website optimization
We have known for a while that relevant linking was very important to search engine rankings. Bing Engineers have recently given us some basic best practices that can be very helpful. In order to compete, a successful internet program must incorporate a linking strategy. As a matter of fact, in most case studies that compare a well linked website with limited content to a poorly linked website with a ton of content – the well linked website will always win the rankings game.
From the Bing Engineers:
“Link building is a very important form of self-promotion on the Web. You contact webmasters of other, related websites and let them know your site exists. If the value that you have worked so hard to instill in your site is evident to them, they will assist their own customers by linking back to your site. That, my friend, is the essence of link building.”
“Think of link building as your chance to build your reputation on the Web. As your website is likely one of your business’ most valuable assets, consider link building to be a primary business-building exercise. Just don’t make the mistake of believing it will result in instant gratification. Successful link building efforts require a long-term commitment, not an overnight or turnkey solution. You need to continually invest in link building efforts with creativity and time. Good things come to those who wait (and work smartly!).”
It wouldn’t be far if they encouraged linking without also giving us some guidelines to work within. Below are some of the things that Bing recommends for successful link building campaign:
- You should develop your website as a brand and brand it consistently. People like to link to high quality websites.
- You should find relevant bloggers, industry websites and product reviewers and make them aware of your website.
- You can publish concise and informative press releases online.
- You can publish expert articles in article directories.
- You can participate in relevant conversations on blogs and forums and add a link to your website when applicable.
- You can use social networks to connect to industry influencers. Your profiles should contain links to your website.
- You can use email newsletters to notify people about new content on your website.
- You can launch a blog or a forum on your website.
- You can participate in relevant industry associations and their online forums.
- You should strive to become a trusted expert voice for your industry while promoting your website.
Just like Google and other major search engines, Bing doesn’t like to be cheated. If they detect unnatural linking patterns, your website might be penalized. The following things can trigger search engine filters and should be avoided at all costs:
- Your website gets a lot of additional inbound links for a very short time.
- Many links that point to your website are from unrelated websites or blog comments.
- Your web pages containing hidden links.
- You get links from links farms or automated link exchange systems.
- Paid links that point to your website.
- Known spammers linking to your website.
