Maximum Ranking Impact

Link Building

Link Building

Link building is never easy and is probably the most frustrating task an SEO has to undertake. There are many different tools and techniques designed to help you be a more effective link builder, however if you use them without a plan or in isolation of each other you’ll soon find that it just doesn’t work.

Whenever you start a link building campaign you have to seriously consider the signals you are presenting to Google, including velocity, anchor text, sources and content. What kind of link patterns would you associate with a natural profile? How would these links be developed and where would they come from?

It doesn’t take a genius, just some logical thought and application. Think about it, when an online source suddenly gains a lot of links, how does this normally happen? You can bet Google are thinking about what these signals might be and how they can develop their algorithm to benefit websites that display such signals.

I am not endorsing the ‘build it and they will come’ mentality, I am simply encouraging some thought around the ‘natural’ offsite signals that might occur when something does go viral and/or acquire a lot of strong quality links in a reasonable amount of time.

This post is slightly linked to one I wrote on YOUmoz (not yet published) which considers the amount of budget wasted on isolated link building techniques.

The Viral Content Myth

At Branded we spend a lot of time trying to understand what offsite signals give us the biggest impact, it’s not always easy, but one thing I constantly have an issue with is ‘viral’ content. What is it? Why does certain content just work?

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The success of viral or link worthy content is more dependent on the publisher, than the true quality or appeal of the content. I believe many work under the false assumption that if they create something really awesome everyone will come along and link to it. The truth is unless you get the right sources to talk about it, it is never going to get the links it deserves.

It’s all about trust, think about it. If you see a tweet/stumble/Facebook share linking to what seems like an interesting title, are you more likely to share it if the source is a trusted one? My guess is that you would.

I see it all the time on this blog and others that I read some of my poorest content does better than much better articles simply because the right person has got hold of it and shared it with their community. There is some great content on SEOmoz, however the author of the article will often be the determining factor of how well liked or linked to it is. The more popular the author is the more popular the content, regardless of the actual quality.

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