Like we discussed in Part 1 of this series, links are great to increase search engine rankings, which in turn drive traffic; but people also follow links.  In the online space, there is a new market that your company ought to target in addition to your customers, the linkerati.

When developing your link building campaign, I recommend a three-pronged focus on awareness creation, customer generation, and getting the attention of the linkerati.

1 Create Great, Unique Content
Search engines love to see fresh content, that is to say, content that is newly added or updated.  Partner this approach with quality link acquisition to not only help your site rank higher in the SERPs, but to additionally snag the attention of the linkerati.  The linkerati have throngs of followers who apply a constant pressure for great content; if you can provide the linkerati with the content they are looking for you’re doing them a favor, and in return, they will link to you.

Search engines give so much value to links because they are natural indicators of quality material; downside is you might have to literally ask a site to link to you if they don’t do so on their volition.  While this seems daunting, remember one great link can change your Web presence.

Creating content that your customers want to read is just as important.  When writing content, keep in mind (courtesy of CopyBlogger) the 3 C’s:  Be Clear, Concise, and Compelling.

2 Create a Site / Blog to Which People Want to Link
What about your site, which will ultimately be the virtual carrying case of your content?  If it was last redesigned in 2003, chances are your site bears the equivalent of wood paneling or avocado shag carpet.  For the love of all that is holy, upgrade.  Being on the Web and working with new clients I see my fair share of sites and if yours isn’t aesthetically strong then people are just unwilling to link to you, especially the linkerati.

3 Go Out and Get Links
Remember when I said one great link can change your site’s power?  I hope you do, because it was only two paragraphs ago.  Well that’s why you need to be proactive and ask people for links.  If you think your site has something of value to offer their visitors, suggest a link.  Want proof, I submitted Part One of this series to one of my favorite blogs and they picked it up; the resulting traffic was so significant I won a contest here at SageRock (and a $25 Amazon gift card).

Of course, we don’t want to stop at just one link.  Sure, some links are better than others, but there are hundreds of ways to get new links pointing to your site.  Going out and being active in your space can pay dividends; commenting on other blogs, for instance, will not only tally another link in your favor, but it will offer you exposure and credibility on the subject.

Most recent posts by Brian

• SEO Fundamentals in a Social Media World? - September 10th, 2009
• Tales from Web Marketing Meetings - July 29th, 2009
• The "Power of One" Link - May 8th, 2009
• Increase Web Traffic: Part 3 of 4 - April 22nd, 2009
• Increase Web Traffic: Part 2 of 4 - April 8th, 2009

1. Agent SEO Says:
   May 21st, 2009 at 9:31 am

   I think that link building is by far the hardest thing that any SEO has to do. Sometimes it is very difficult when asking someone for a link to let them know you’re genuine and not just another shmuck trying to pull a link without giving anything back.

   Also, I agree with you on the fresh design issue. If you’re running around with a circa 1999 website, chances are people won’t naturally want to link to you. However, if your website is top-notch you will have the beat people back with a stick!

2. greg Says:
   May 22nd, 2009 at 6:10 pm

   Link building is hard. Period. For most people I think linkbait is fair game, however actually getting something to fly past management and corporate policies is a different headache all together. Yet, this is even more reason why smaller, local focused businesses can thrive on the web IMHO.

3. SEO Services Brisbane Says:
   May 23rd, 2009 at 7:53 pm

   I would agree with the above comments that link building is the most difficult of the three steps.
   I also think that one of the most overlooked elements of great website design is doing it is such a way that you maximise the onpage factors that contribute to better search engine rankings.
   Designing your website in flash or using a lot of non search engine friendly elements, or just overlooking elements means that you have to place even more emphasis on link building.

4. Brian Says:
   May 24th, 2009 at 11:09 am

   Good points, and I agree with you guys. That was a good point too about all flash websites… link building is really all you got.

5. Sachin Khobragade Says:
   January 27th, 2010 at 12:58 am

   pretty good article with well explained.