A Real-world Competitive Comparison of External Links
One of my clients currently has 41 external links pointing back to their domain. They sell very high-end sporting apparel and sports gear in 20 sports.
One of their product categories is equestrian apparel. On the keyword “equestrian apparel,” they are ranked on Page 6 of the SERPs (search engine results page). The category page is extremely relevant to the keyword “equestrian apparel,” and has been optimized on that keyword in all the correct on-page SEO places, but it is not yet ranking on Page 1.
The companies currently in the top 4 rankings (#1-4) on Page 1 for this keyword are:
- www.kerrits.com with 1,606 external links
- www.smartpakequine.com with 41,724 external links
- www.equestriancollections.com with 8,391 external links
- www.ariat.com with 39,994 external links
The main reason these companies are in the Top 4 spots for this keyword is because of the number of high-quality external links they have throughout the web that point back to their domain.
Notice that Kerrits.com, ranked numero uno, has relatively fewer external links. Their #1 ranking is most likely due to the fact that they have excellent content and many high-quality links coming from many highly authoritative domains such as the New York Times.
Rule #1: Content Rules: No high-authority site will link to poor content.
So, in this case (and many others out there), what should this company do to put this particular page on Page one? They need an immediate design and implementation of a custom inbound marketing plan that will result in large quantities of high value links pointing back to this page from authoritative sites (bloggers, media, equestrian sites, etc) preferably (but in the emergency catch-up mode… not only) where the target market hangs out.
This blog will outline the current best-practices in link-building and provide actionable steps for acquiring high-quality external links.