For big link building projects, another method of generating links to your web site is needed. In the early days of the Web, people linked freely to sites they found interesting or which had something of value. That value could be entertainment, news, events, free giveaways, or information. Today people still link for the same reason but if they are going to link to your site, they must at least know about your site, your products and services, and they need to feel it is worth it. Therefore, they have to consider your worthy. You have to gain their attention, inform them, build desire and get them to act. The key thing here is that they aren't a customer; they're a Web site owner. The trick however, may be to approach them as though they are a customer. A customer needs value, and you must develop a value proposition specifically for them.
That's what a good SEO Company will help you develop. Once you have a value proposition and you understand the value of your Web site and your company's image in the realm of the linking world, you'll have better success in getting web site owners to support your goals whatever they are. If you have nothing of value, your site looks awful, is uninformative, and there is nothing interesting or compelling or unique about your products and services, then you need to create a new image. You may need to develop content that gives you that sexy, unique, must-have characteristic. There is a strong similarity between public relations and sales promotion and link building services.
Some of the companies that have enjoyed having tens of thousands of links pointing to their web site have generally had some sort of buzz that made people talk about them on their web site. That talk almost always includes a link. When Google began in 1997, everyone was starting to talk about them and as the years went by, more than one million links point to the site. There search results were better, they were faster and SEOs were enjoying success optimizing rankings. News got around. Then Google started buying other companies and doing big updates that upset SEOs and more news got around.
Some sites offered free electronic greeting cards, free software, or free software trials, and news quickly spread throughout the web community.
Of course getting links every month consistently takes determination and persistence in producing news, events, and connections with other Web site owners. Again, you something to communicate and you have to communicate it frequently and effectively. Effectively, means targeting and reaching the right people. Reaching people without web sites is not effective, whereas reaching 15 top writers or journalists in a particular field may be very effective.
Nearly every channel and technique for building links on the Web has been tried. Some channels are burnt out and many people do not like phone calls or e-mails about things that are not relevant to them. That's why a good value proposition is smart. With it, you know you have something of interest to Web site owners and it's something they'll want to share with others. That's grass roots marketing, where you get others to spread the word for you. If there's nothing special about your company and its products and services, they won't spread the word.
There are many good sources for links and you'll want to get yours on a variety of Web sites. Search engines are very suspicious about the links they find. That's because they know people are trying to inflate their site's importance by creating links on hundreds of Web sites. A Web site's collective inbound links are considered more relevant if there are a lot of them on a variety of Web sites. Variety is harder to manufacture as is a link from an authority site. So success comes from doing everything and not relying on a few types of web sites. Directories are okay, as are press releases and marketing articles along with links from forums and blogs, but they aren't enough by themselves.
A good thorough link building effort will utilize all available opportunities. 3 way link exchanges can work if kept to a minimum. Even some two way link exchanges can help. Paid links may help but most of them are easily spotted by search engines and nullified.
Links from sites not related to your keyword topic will not give the ranking boost you'd expect. You may see they have a pagerank of 6 or 7, and you have plenty of links from their site, yet watch as your rankings don't improve much. This is one of the indexing improvements search engines have made. They have done a lot of work to discover and delete links that are considered of poor quality or irrelevant. They may even block the pagerank of any outgoing link they don't like, which wastes a Web site's ranking power.
So your well worded link should be on sites that are topically relevant. Topical relevance is an area that few SEOs understand. Few know what Google considers a relevant site. They'll typically do a search using those keywords and try and get a link from the top 200 sites listed. Search engines look well beyond the sites returned in their own listings. There are many other sites that are relevant yet are poorly optimized and therefore don't rank well. There are other sites that rank well for synonyms of the keyword phrases. For instance football is highly correlated to sports, so getting links from any sports sites just might give your site the boost it needs.
In some keyword areas, ten to twenty good quality links might provide everything your site needs to rank well. Search engines have a link aging factor that delays the crediting of a link to your Web site. If the link passes their credibility test, then after several months the link will be gradually awarded to your site. If the link appears suspicious or manufactured, it may never be credited to your site. Search engines don't divulge which links they recognize either. An SEO has to study the backlinks as they're called to determine which have provided a boost and which have not.
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