Link building is achieved by including hyperlinks or sub-links into your general website content to improve SEO and your website ranking via search engines. When you include links in your content, you’re indirectly referencing other sources of content so that visitors can explore new pages, get a better understanding of your content in general, and can be well-informed when making a decision online. Link building – when done correctly – can increase your credibility and overall ranking on search engine results, which is good for online exposure and general SEO.
Company Links and Referrals
If you decide to include links in your content, you’ll have a variety to choose from and the ones you choose depend on your content and audience. Company links include building stakeholder relationships with other brands that help split a commission for every referral or link that brings in a new lead. For example, if you operate a successful blog that talks about fitness, your followers are more likely to trust your referrals versus a random ad. When you decide to include referral links or company links in your content, the company you’re linking will generate a new lead through you, although you might get some commission from the amount of leads that convert overall. This is a great way to build relationships with other brands when also trying to improve your own.
Tracking your traffic via link building is important so that you can understand if the link is working and is successful in terms of your content and SEO. If you include a link in your content that aims to link clients to another website with more content, but fails to do so, there is likely a problem with the setup of the link, the relevance to the content itself, or the audience you’re targeting. For example, if you’re researching the chemical makeup of a medicine, and the link to ‘makeup’ redirects to a cosmetic website, you’ll probably notice numerous clicks via the link but the cosmetics website will have fewer leads. This would then be considered an irrelevant link.
Redirect links are those that are built to link potential visitors to newer pages and away from existing links that are dead or no longer active. This is done by re-coding the existing URLs which help by taking you to the new page instead of leaving you on an old page. Redirect links are more often available for clients that are looking to update their website and domain but are formerly known elsewhere and by another name or brand image. Redirect links are intended to bring in the right kind of traffic on the appropriate website, versus having dead links receive the most organic results.
Finally, including the right and reliable links in your content can also enhance your overall brand image. If you’re operating under a niche that requires statistics or data, reports, articles, and other forms of official or published data, linking these notes into your content can enhance your brand image and make you more credible in your niche and industry. A medicine company that offers links to published reports on side effects of a drug may appear more credible and have a better brand image than a company that simply writes content with no references or sources to back up their claims.