Link Building in 2012 & Importance Of Page Authority Building
Link building is the process that many SEO’s engage in every single day and this process if done correctly can deliver great results. Google has recently brought out their Penguin Update which is designed to specifically target manipulative link profiles.
This update hit a large number of website and left a lot of SEO people scratching their head as the update did not just hit blatant ‘black hat’ practices, but also some ‘grey hat’ link building practices as well. The main thing we can take away from this is that Google is willing to sacrifice the quality of search results to enforce their quality guidelines.
Think About How Google See’s Your Link Profile
An effective link building strategy needs to be well thought out, and a good way to approach it is to think about how Google is seeing your link profile. The recent Penguin update just conveys how important a link profile is to a website on Google in the long term.
A good way to look at developing a good link profile is to look at it in 4 core areas.
Having good quality content relevant links is a good aspect of a link building strategy to employ. A popular method of gaining good content relevant back links is to guest post (like I am doing now). So for example an SEO company based in Perth, Australia is looking to rank for keywords such as ‘SEO Perth’, ‘online marketing in Perth’ etc, then guest blogging on SEO related websites and blogs would be highly relevant. These types of relevant links in Google’s eyes, providing quality relevant links that are not manipulative.
When you build a link, try to think about the relevancy of the web page and website the link is coming from. Remember the more relevant, the more value.
Domain & Page Authority
Utilising our SEO tools such as Open Site Explorer, Page Rank Checker etc you can see how valuable a domain and page is. When building links, its a really good habit to get into checking the metrics of a sites inbound links, there domain authority and also the Page Rank of the page you will be getting the link from.
These metrics will help you make sure that the links you are acquiring have good value and will help build up your own sites Domain Authority. In some respects link building is becoming domain authority building, as these quality links are what Google is looking for primarily.
This one is quite a simple concept and it should really be employed by all SEO companies and consultants today. What it means is that you want to be constantly building links form new (content relevant) websites such as blogs, forums, news sites etc. There is limited SEO value by getting a high number of links from just 1 domain.
With the emergence of the Penguin Update it is very important to keep track of your anchor text link use, as this is one of the aspects of a link profile that can trigger Penguin. In the past it was acceptable to use the same anchor text in most links you built, however this is now something Google has clamped down on.
What you want to be doing now is to have a broad diverse anchor text in your links. It is still a good idea to have some direct anchor text links in your link building campaign, but as long as the sites on page SEO is optimised for the targeted key term, then just having good quality links will be enough to rank effectively .
So using the SEO Company that is based in Perth as an example again, they might have 100 links in their profile. Assuming they want to rank for the keyword SEO Perth, they might want 20 of those links to have that exact anchor text. Then they may want to have 10 links with a varied anchor text such as search engine optimisation company in Perth and so on.
By doing this your link profile looks far more natural to Google than having all 100 links with the exact anchor text.
You can now use these 4 factors with every single link you build. Ask yourself the following questions:
- Is this link content relevant to my website?
- Am I keeping the anchor text broad?
- Is the website I am getting the link from established with good authority and metrics?
- Have I already got a link from this domain?
From the answer to these questions you can build a very successful, organic and high authoritative link profile for your own website and clients websites. Furthermore it is Penguin safe, so there is little risk to being penalised in future Penguin updates.
Jonathan works for Bang! Online Marketing which specialise in social media strategies, online marketing and SEO consulting services in Perth. They work with a wide range of clients from small local businesses to large mining blue chip clients, and as a result have a wide knowledge of online marketing.