Consultant's View On Link Strategy
Google strongly considers 3rd parties linking to a site when evaluating its PageRank. It is important to focus on both the quality and quantity of inbound links. To make the most of a link strategy, site owners should evaluate the strength of inbound links, not just the number of them.
Many consultants consider link strategy as the single most important criteria affecting organic performance with the search engines (especially Google). The SEO team at Evolving see link-building more as a corner stone to the overall strategy, but do agree that links are extremely important.
Competitor Analysis
Search marketing is highly competitive, and ongoing monitoring of competitor websites is the only way to stay at the top of the SERP's (search engine results pages).
Inbound Links
It is important to generate inbound links from high ranking 3rd party sites (popular sites with high Google PageRank are a good place to start). This should be monitored for quantity of quality links, and redundancy. Many website owners focus on volume, but one strong link is worth any number of weak links.
Moreover, new statistics are being generated on a minute by minute basis by the search engine's algorithms, so it is increasingly important to monitor the status of your link strategy on a regular basis.
Incoming links should be checked to ensure that they are aimed at relevant landing pages, and that these landing pages are optimised for the latest key-phrase content.
Outbound Links
Outbound links should also be monitored regularly, ensuring that landing pages are targeted, and penalised sites are removed.
Conclusion
A program comprising of inbound, outbound and competitor link strategies is certain to help strengthen your overall SEO project. However it should be considered one of many other techniques used to push for that number one spot on the SERPs.
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