Backlinking In the Real World

In our last post, we discussed the basics of external linking: Both the reasoning and logic for using them. Most business owners that are aware of the plusses of linking, fall victim to simply buying them – and lots of businesses say that this is the only real-world way of getting a decent Return on Investment, but I always disagree: Just because you have links from highly ranked sites, how does your vendor get them? How does he have access to easily do something that others struggle with?

Are there real companies behind these sites? Any kind of ranking is a 3^rd party ranking, not a Google one, so it isn’t the search engine giving these figures. How can you trust them? Are the links ‘DoFollow’ – these get more positive scoring than ‘NoFollow’ – are the sites you are promised to get a link to really there? Are they any good? Does it redirect the reader to another site, completely off topic, that you are unaware of?

Forking over hundreds of dollars for links that you can only have access too after you have bought them is a sure-fire way to attract Scam artists in the field and other ‘black hat’ techniques. This is something that is bound to get you downgraded in Searches, not ranked higher. However, your vendor has already taken your money and vanished. Think of this from a logical point, too, how does a Bot see this? Your site hasn’t had any links since it’s inception, now you have 10 that appeared on your site since the last search! Doesn’t that look fishy?

Getting your site to be ‘cited’ on another site is hard. Would you allow such a citation? Perhaps a row of past customers’ logos that are larger concerns than yours is great, but there aren’t many other reasons. So why would anyone else. Well, as mentioned in our last post, Search Engines like relationality: Go for links that are in your online neighborhood: Suppliers and Vendors, Chambers of Commerce where you do business. An easy way is to comment on other blog posts in your business field, because you have the chance to add your web address to your comment. Not too much, however. Try to get links via different methods and in different styles of sites.

The ‘Holy Grail’ is using Google to your advantage: This search engine has other properties, so use them: The Google My Business block, You Tube, Google Maps, G-Mail and the Google Drive. They will love these links to them! Blogging sites in your niche that accept guest posts on the subject you know most about, or even adjacent ones: Want to promote your Kitchen Cabinet design company? Post on general Interior Design blogs and newsletters – publications like this are always looking for new content.

Linking takes work – just like any other marketing avenue for your business, so don’t try to shortcut the work. Finally, the real reason I am writing this post – ensure that all of your links work. When WordPress forwards my likes and comments to me, they always include a link to the readers site – half of these people’s sites don’t even exist! If I like your site, I will get in touch to offer to write for you. I’ll use your site to find your email address, or your name and face to track you down on LinkedIn. If you aren’t there, I can’t contact you!

Think of linking, both internal and outward looking, as telling Search Engines something positive about your business. As usual think of the “5w’s” and answer them.