5 Ordinary Link Building Strategies that Leave Your Site Exposed

Link building continues to be one of the most important SEO strategies you can implement. This has been the case since Google took over from Altavista as top search engine.

5 Ordinary Link Building Strategies that Leave Your Site Exposed

It will continue to be important in the future. Why?

Links are an incontrovertible way for the search engines to check the veracity of your website.

A Google Search Quality Strategist survey found that one of the most important aspects of SERP is link building, with the other being quality content or having a great blog.

If you are not building links, then you are losing ground in the highly competitive world of digital commerce.

However, this system is not perfect. There are always bad marketers who know how to get around the system. Because of this, Google and the other search engines are always changing the rules for link building.

The strategies that worked even 6 months ago will not work today. What’s more, some link building strategies may even create a security risk for your website.

Let’s take a look at some of the old strategies that may have aged out (or never been viable in the first place).

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1. Listing in Every Web Directory

Listing in web directories used to be not only viable SEO, but necessary for good SEO. This is not the case now. There are very few directories that are worth the time to list in.

Basically, when you compose a link building strategy by using directories, you are investing in a mutual fund of their backlink profile. If the directory does not have a good backlink profile, then your site loses out by being listed on it.

Under no circumstances should you use the web directory listing as a scaled strategy. If you are going to list your website in them, you must vet them thoroughly.

Use directories that are in your industry, and make sure those directories are high quality.

2. Link Building through Automated Software

In previous business generations, the amount of links that you had connecting to your website was a vital part of your online profile.

Today, Google and the rest of the major search engines put much more emphasis on the quality of your links than the total number.

Automation would be a perfect solution if things were still the same as three years ago. Using software dedicated to the task definitely gets things done more quickly.

However, the landscape has completely changed. It has done a complete 180. Using automated software with no filter is a very, very, very bad idea.

Neil Patel did state that the quantity of links pointing to a site accounts for 22.33% of its SERP profile. However, this is not an excuse to spam your link building, because Neil was talking about quality links only.

The Skyscraper Technique from Brian Dean is a great application of link building in the right way. He increased his search traffic by 110% in 2 weeks, but he definitely focused on quality links.

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Not only traffic generation but brand visibility, authority, influencer marketing, credibility boost and site ratings are impacted in a big way.

3. Spamming Your Favorite Keywords

Using variation in your anchor text is definitely a great idea. Google knows how to read now, and simply trying to spam a keyword will do nothing but get your site ignored by the search engines.

You will get blocked even more quickly if you try to attach links to this keyword, so do not do it.In general, if the writing on your site looks unnatural to a human, then it will look unnatural to Google as well.

The easiest way to use variations on your keywords is to simply write well. Getting a copywriter for your site is a great way to do this if you do not have time to write yourself.

4. Commenting on Blogs

Are you kidding? Now you can’t even comment on blogs? Well, if you are using it for link building purposes, no.

Feel free to comment on blogs if you are naturally attracted to them and want to say something about the content. However, if you are doing it for link building, your comments run the risk of destroying your online profile.

This strategy is especially bad if you are using blog commenting as a singular strategy. There are still ways to use it to your advantage.

However, it can be a very difficult pathway to trek without a guide who knows what he is doing.

If you must do it yourself, then make sure that you only comment on high value blogs. Make sure that the comment is relevant, and follow the same keyword strategies that you would for on site content.

Blog comments also have a rate of diminishing returns. The case study below shows how a commenter found that her work was not bringing the same kind of results as she kept going, although she was commenting with greater frequency.

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5. Submitting to Article Directories

Yes, content marketing is still king. It will be for a long time. However, do not try to stretch this content out farther than it would naturally go.

Submitting to article directories is the same as submitting your URL to web directories. It used to be a great strategy. It is not any more. Why?

The article directories are starting to become low quality investments. They are just looking to get as many articles as possible, and they do not have the money to lobby for quality.

You are the company you keep online. If you get surrounded by low quality articles on a directory, then Google and the rest of the major search engines are going to consider you low quality. Keep this in mind.

Final Words –
Right SEO practices bring benefits multifold. Refer to this case study of a liquor retailer. Following correct techniques considerably increased its revenue in no time.

These five best practices will keep your site out of the gutters of Google and the other major search engines around the world.

Follow them, and make sure that you are keeping your ear to the street for the next new changes.

37% of company owners are spending anywhere from $10k to $50k on link building, so make sure that you are making a significant investment as well.

Remember – if you are standing still, you are losing ground in the digital world!

How To Create An Award-Winning Website – A Case Study Presentation

Award Winning Website for Vardenchi Custom Motorcycles

Award Winning Website for Vardenchi Custom Motorcycles

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How to Measure ROI of Internet Marketing

How do you measure Return on Investment (ROI) of Internet Marketing? The web lends itself to be measured. After all every impression of a graphic being measurable, the path from which your visitor landed on your web page being traceable, the pages viewed, the likes and comments, the viral effect everything lending itself to being tracked.

However, just like you cannot trace a sale from a TV or Print ad to the actual sale, it is not possible to track the same from your digital campaign, unless you can link an online or mobile coupon at the point of sale.

What is critical however is the difference between a visitor viewing a TV ad or a print ad and the one who is online. The Web or Mobile surfer has clicked on to your website, social content or search listing is that the online customer has proactively chosen to engage with your brand. This is already a plus compared to the audience who is viewing your content as it passes by. The web visitor is very likely to be a customer or a brand ambassador.

So with all the numbers that are indeed measurable, how can you map your ROI? Here is a list of simplified solutions on how you can do that just that.

Setting Goals and Objectives

To map ROI from Internet Marketing it is very critical that you have set your expectations at the onset and also shared it with the agencies who are delivering the solution. Often enough clients / brand managers are not sure of what the end result should be. For example, if you are looking at the website to deliver key product information, the agency will build one that does that. However designing the site alone will not bring in the traffic. The consumer should be informed about this url, or should be able to easily find it. Doing display ads, search marketing, direct mailers, adding the url on your packs, emails, TV and print ads can do that.

If you want the visitors to specifically know more about any one product or service, and fill in an enquiry form and that is the primary action you expect then this goal should be written and shared with all stakeholders in the project.

Traffic To The Website:

With free tools like Google Analytics or try this list of 50 + Tools, you can get a fair idea on the number of visitors who came once, those who visited again, keywords that they used to visit your website, and finally the quantum and quality of time they spent on your website. What all did they view on your website, did they visit the sections you wanted them to, or did they exit from the homepage.

Say your website achieved 5000 unique visitors and each spent 3 minutes on the site on an average. Look also at maximum time spent by any visitor and least time spent. While an uninterested customer would have exited your site quickly, your most interested and likely customer might have spent 10 minutes, making him or her a very likely potential customer who is all set to buy your product.

Review what it would cost you to do a one to one sale with this customer, or measure it against any other campaign you would have done. How much would it have cost you to get 5000 customers in any other form and engage them for 3 minutes. Or how much it would have cost you to reach 500 customers and engage them 10 minutes with each. If there is a better cost online, or if the cost per customer engagement justifies the average value of sale per customer, you know your ROI is positive. Or otherwise!


Social Media Likes & Followers

It is great to have a large fan following, the ROI can however be measured only if this traffic is engaging with your brand. Again, set your expectations right, and have clear objectives of social presence.

a. Your website traffic analytics can show you how much of the traffic you got came form Twitter, Facebook, Blogs, etc.

b. The engagement, how many people are talking about your brand, liking and commenting on posts, asking questions, retweeting, recommending, sharing, etc. Essentially the quality of engagement is something that you should monitor and have grip on. This will also help you to sift the wheat from the chaff, essentially genuine and real followers from fake profiles used to like your page or follow you.

Similar engagement costs comparisons as for a website visitor can be applied to the social media consumers who engaged with your brand. Social media analytics is still a nascent product market, so you do rely on insights provided by the social platforms themselves such as Facebook Insights, or the WordPress Dashboard. You can find recommendations on a few tools on Mashable.com but we recommend relying on the available insights as these third party tools do need to be tinkered and tested with still.

Search Marketing

It is very easy to track traffic that comes to your webpage from the organic as well as inorganic listings or Paid listings (pay per click ‘PPC’ campaigns) on search. While keyword ranking is a starting point to see if you have started listing on keywords that you have identified as important in your context. However the increase in ranking just establishes that the SEO process followed by your agency is apt. The measure of success would be traffic and engagement. The increase in traffic post your Search Engine Optimization (SEO) is a definite indication that the SEO is working. Like wise the traffic that is coming from your PPC campaigns, here’s a post that gives your 5 Key Metrics To Measure Success of Paid Search Campaigns.

The measure of real success then comes from what did this increase in eyeballs result in. Whether the right profiles of visitors are being attracted can be measured by what they are viewing on your site, actions they are taking, the engagement with these users.

Display Advertising

Goal setting is critical here and expectations have to be realistic. Multiple objectives should be avoided, and if unavoidable, at lease prioritize on the expectations. You cannot expect brand and performance to weigh equally.

This is true for PPC search campaigns as well as Display advertising, either you focus on branding, brand awareness, or on performance, the number of leads, sign ups or sales your generate. While it is totally understandable that both are critical for you, a campaign has to be designed giving higher weightage to either or. For brand awareness – check the impressions and clicks to the landing page. For Performance based – check (quality) number of people signing up forms or buying products online.

So measure and analyse. Results depends on various factors – your brand equity where it stands vis a vis competition, consumer perception, consumer need; the positioning; communication message; creative impact; media plan; media outlay. Based on your analysis fine-tune your communication techniques to capitalize and convert the customer who is at your doorstep.