Link Building Strategies
The Prom SEO Analogy
Let’s face it, on every search query made every second, search engines must pick a Prom King/Queen winner, the top #1 ranking URL on page one of the search results. How do real-world prom kings/queens get chosen? Popularity (number of friends), member of authoritative clubs (football, cheer-leading), visibility (senior class president, yearbook staff), image/good looks (design), reputation (compelling content), etc.
A Page 6 ranking on any keyword means that there are over 50 competitors in front of you on that keyword (10 results per page). There is no realistic traffic that a Page 6 ranking will produce.
If you have five pages on your domain, or 25,000 pages, each optimized correctly with compelling, unique content on a primary keyword that is relevant to the content, to be successful as an e-commerce company each of these pages must find their way to Page 1.
How? Winning the Prom award for every competitive keyword that attracts your target market requires successful link building strategies. (Do you have a unique page optimized for every keyword that is searched for by your target market? Another time and post.)
Developing a Corporate SEO Culture and Link Building Strategies
Developing a corporate SEO culture surrounding Link Building is one of the most important steps that can be taken if greater online visibility and higher rankings on competitive keywords is your goal. Everyone in the company should be fully aware of this importance and keep a constant vigilance for link building opportunities during their daily activities. As a group, your inbound marketing team should strive to have a constant stream of ideas feeding into your link-building campaign strategy.
For e-commerce, Link Building (I prefer Link Earning) has replaced traditional outbound marketing methodologies (print and video advertising) as the most important process in the marketing function. Cleverly devised link-building campaigns can provide both branding and link-building opportunities. What new content will be so compelling to authorities (who speak to your target market) that they will want to showcase it on their site/blog?
So, link building is an ongoing activity that requires new and excellent content and discovery of new ways to find influential and authoritative sites that want to link to it. (The competition may be able to help. More on that later.)
Those who execute aggressively will win the Prom Award and achieve higher rankings. Persistence and investments in resources will achieve a high ROI.