A guide to linking, Google style

A guide to linking, Google style

The world of SEO is ever changing, and on reflection there have been very few codes of practice that have remained consistent right through the history of online marketing. In particular, the art of building links, both internally and externally, has gone through a multitude of transformations, and to this day, there is no clearly defined, legitimate method of ensuring success when building links to your site.

However, as the franchise that underpins the entire online marketing system, the manner in which Google themselves would undertake linking should be regarded as highly important, even if there are other strategies that can also be instigated that might yield greater levels of success. Below is a guide to linking, both internally and externally, the way that Google would suggest you do it, so that your site can proceed with building its authority with the knowledge that it is mirroring the tactics that the governing body would perform in regards to linking.

Internal Linking

The first step to take when starting a linking campaign is to do an analysis of all the links that are attached to your website at present. This means identifying all broken links that are currently negatively affecting your sites authority, and ascertaining the quality links that you have managed to acquire as well. Once this initial evaluation has been undertaken, you should move fast and fix the broken links so that this stops detrimentally affecting your ranking and sites performance.

The next stage in your campaign should be undertaking an evaluation of your niche’s direct competitors and analysing their performance, traffic levels, outgoing links and business generation. The best place to start when doing this is visiting Google Ventures online, as this will significantly aid you in your competitor evaluation, and will give you access to Google’s huge network of associates, workers and alumni.

For anyone who is unfamiliar with Google Ventures, it is the venture capital investment arm of Google and supplies seed and funding to businesses with the aim of generating a huge return in the future. The important aspect of Google Ventures for you to consider is that users attain inside information on how Google’s algorithm functions and which codes of practice to follow in order to optimise its perception of your website. For this reason, there are very few devices that are better suited for comparative evaluation.

Once you have accessed ventures, you should visit the onsite portfolio page which will contain a listing of hundreds of companies that Ventures has a stake in. The companies will be divided into niche categories that follow as: Consumer, Enterprise and Data, Life Science and Health, Seed, and Commerce. You should look for the top sites within your niche, as you will be able to undertake a comprehensive analysis of their links and will be able to ascertain which pages of theirs are drawing the most fruitful and powerful links.

It will also be worth looking at their site structure, how it navigates, and other unique components as this will allow you to determine which features to incorporate into your site when attempting to build quality back links for authoritative purposes.

One such site to look at within the crafting niche is CustomMade that has recently gathered a high level of traffic and business through the acquisition of a number of links. Any site within the crafting industry can easily analyse different components of their site, and clearly identify which aspects draw the highest level of traffic and links.

External Linking

Arguably one of the best methods of acquiring external links is producing content that would be useful and attractive to academic institutions such as universities and colleges.

Essentially, you can lobby academic institutions across the globe with link requests, and submit material to them that you believe will be to their benefit. Remember, your success in acquiring an external link will be dependent on how well the content is presented and written. However, if you believe that your pages have quality content that would be of interest to an academic, then you should send a link request and you may well be able to obtain some quality back links which will have a substantial affect on your sites ranking.

In the case of Custom-made, the most integral factor to remember is that they offer academic scholarships each year, that reward pieces of content surrounding a certain topic with $1,000 each year. Last year, the topic was on custom furniture and custom jewellery, and if you are confident that your content writer/pages are relevant and good enough to challenge for the scholarship, then you should definitely pursue it, as it will yield you a financial reward, and the linking merits are immeasurable.

Ultimately, there are scores of other methods you can perform in order to build quality links to your site, and this guide is not intended to give a categorical and definite method in which to acquire quality back links. It is merely the way that I envisage Google would suggest you do it, and it is worth remembering the value of Google Ventures and academic back linking when undertaking a linking campaign, because it may just be the tipping point that sets your business apart from its competitors.

7th March 2014 / Our Blog

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A guide to linking, Google style

A guide to linking, Google style