Alright, so you’ve done it. You took the time to create high-quality content that your users are looking for and supplied the answers to their questions. Best of all you made sure that your content resonates with users and search engines, but there is one small problem. Your pages are still not ranking. If this sounds like something you know all too well about then it is time to shift your focus to link building. Just a small amount of work in this area could prove to be very beneficial in building authority for your site which will contribute to your rankings in search engine results pages (SERPS).
External & Internal Links: How They Help your Authority
There are two kinds of links that you should worry about; backlinks and internal links. Backlinks; also known as inbound links is when another site links back to a page on your website. Backlinks are extremely important to your website’s authority because they show search engines that the content on your site has enough value to be shared by other people. When you have backlinks they serve as a recommendation of your site by others. A simpler way to put it is that if you were going out of town for the weekend and three friends all recommended the same restaurant for dinner you would feel pretty confident going there since it comes highly recommended. Well, search engines treat backlinks in the same way which is why they should be a high focus when trying to establish your website’s authority. Internal links also help highlight importance but in their own way. Like if you wanted to signal to search engines that your site’s “Contact” page is important. By linking it often on your other pages, Google will notice that this is an important page and help its rankings. When you include internal links often they make your pages easier to crawl and this will ensure that all of your pages are being indexed. Feel free to check out more about what we mean in detail from our previous blog post about on page SEO.
Always Remember to E-A-T When Creating Content
E-A-T is an acronym that Google has come up with that stands for expert, authoritative, and trustworthy. It can be difficult to get a good ranking on Google if your website does not follow these guidelines. Though it may seem hard to create content that will fit these guidelines, creating content that will work under these guidelines will actually help you create strong, high-quality content. What makes content great is having something that other sites would want to share which means that following E-A-T could earn you backlinks and valuable authority in search engines. Also, the more popular a website is the more authority their backlinks carry. For example, Wikipedia’s pages are linked numerous times by a wide range of sites which lets people know that content on Wikipedia is valuable. Now this does not mean that you need website of Wikipedia’s magnitude to link your site in order to gain authority, but when looking for opportunities for backlinks you’ll want to put your focus on sites that provide you with valuable and trustworthy content since it’s where you’ll get the most value for your efforts.
Keep Your Link Profile Healthy
The link profile of your site is a quality assessment of all the inbound links to your website. Are the backlinks that you use from a diverse range of websites or is one site linking to your website repeatedly? Are the backlinks on your page from trusted sites or do they just seem like spam? These are all questions that you should ask yourself when you are trying to determine the value and ranking of your site. When you know these factors of your rankings it’s obvious why you should avoid practices such as buying backlinks or participating in excessive link exchanging (the practice of linking to someone else’s site so that they’ll link to yours) because Google will penalize your website if you are caught doing so and they could go as far as de-indexing your website from their search results. Google keeps a full list of guidelines on how they determine a website’s search quality ranking.
Start Creating Blog Posts
Creating a blog on your website is one of the few strategies for link building that is recommended by Google’s engineers according to Moz. When you have blog posts on your website it is a great way to consistently have fresh and quality content going up on your website that people will want to backlink to. With that being said, pay special attention to the quality of your posts. Posting low-quality content just for the sake of posting it in order to stay relevant could have a negative impact on your site. If link building and a company blog are starting to seem like an impossible task with the time that you have available to you in the work week, it may be time to seek the help of a professional SEO company. Our team of experts has the skills and knowledge to gain the most online traction for your business. If you feel like your business could use some help in building a stronger online presence then contact us today.
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