LINK CREATION AND ESTABLISHMENT AUTHORITY
You have created content that people are looking for, answers their questions, and search engines can understand, but these attributes alone do not mean that it will rank. To pass the rest of the sites with these qualifications, you need to establish authority. This can be achieved by gaining links from authoritative websites, building your brand, and nurturing an audience that will help strengthen your content.
Google believes that links and quality content are the most important factors for SEO (which we discussed in Chapter 4). confirmed that there are two of the ranking factors. Trusted sites tend to link to other trusted sites, and spammy sites tend to link to other spammy sites.
But what exactly is a link? How do you go about earning them from other websites? Let's start with the basics.
What are the links?
Inbound links, also known as backlinks or external links, are HTML bridges that point from one website to another. They are the currency of the Internet because they act like reputations in real life. When you go on vacation (totally unrelated) three if you ask the person what is the best cafe in town and they are all "Cuppa Joe on Main Street" If he does, you'll be sure that Cuppa Joe is truly the best. coffee place in town. Links do this for search engines.
Since the late 1990s, search engines have rated links as votes for popularity and importance on the web.
Internal links, or links that connect internal pages of the same domain, work very similarly for your website. A high amount of internal links pointing to a particular page on your site provides a signal to Google that the page is important as long as it is built naturally and not spammy.
The engines themselves have improved the way they display links, now using algorithms to evaluate sites and pages based on the links they find. But what's wrong with these algorithms? How do the engines evaluate all these connections? It all starts with the E-A-T concept.
You are what you eat
Google's Search Quality Assessment Guidelines give great importance to the concept of E-A-T, an acronym for expert, authoritative and reliable. Sites that do not display these features tend to appear as lower quality in the eyes of engines, while those that do are later rated. E-A-T is becoming more and more important as search evolves and it becomes more important to solve user intent.
Creating a site that is considered expert, authoritative, and trustworthy should be your guiding light when applying SEO. It will not only result in a better site, but also future-proof. Ultimately, what Google is trying to do is provide great value to searchers.
E-A-T and links to your site
The more popular and important a site is, the more weight the links from that site carry. For example, a site like Wikipedia has thousands of different sites linking to it. This shows that it provides a lot of expertise, is authoritative, and is trustworthy among other sites.
To gain trust and authority in search engines, you will need links from websites that display E-A-T qualifications. These are not necessarily Wikipedia-level sites, but should provide searchers with credible content.
Followed and unfollowed links
How links look like votes; Do you remember? The rel=nofollow attribute (pronounced as two words, "no tracking") is your "vote" for search engine purposes. Allows you to link to a resource while uninstalling.
As it sounds, "nofollow" it tells search engines to follow the link. Some engines still follow them just to discover new pages, but these links are not link equality.i (the "popularity votes" we mentioned above) do not pass, so they can be useful when a page links to an unsafe source. or said or created by the owner of the target page (making it an unnatural link).
Öfor example, let's say you're writing a post about link building practices and you want to describe the poor, spammy example of link building. You can link to the offending site without stating that you trust Google.
Standard links (with no nofollow attached) look like this:
Nofollow link markup looks like this:
If the follow links override all link rights, doesn't that mean you only want to follow the links?
Not required. Think of all the legitimate places you can create links to your own website: a Facebook profile, a Yelp page, a Twitter account, etc. All of these are natural places to add links to your website, but they should not count as votes. Your website. (Creating a Twitter profile with a link to your site is not a vote from Twitter that they like your site.)
It's natural for your site to have a balance of unfollowed and followed backlinks in its link profile (more on link profiles below). A nofollow link may not pass authority, but it can send valuable traffic to your site and even lead to links followed in the future.
Your link profile is an overall assessment of all the inbound links your site earns: the total number of links, their quality (or whether they're spammy), diversity (is it a site that links to you hundreds of times, or sites that hundreds of sites link to? once?) and more. The status of your link profile helps search engines understand how your site relates to other sites on the Internet. There are several SEO tools that allow you to analyze your link profile and begin to understand its overall structure.
What are the qualities of a healthy link profile?
People see the power of connections; When they began to learn, they began to manipulate them for their own benefit. They would only find ways to get artificial links to boost their search engine rankings. While these dangerous tactics sometimes work, they are against Google's terms of service and can result in a website being de-indexed (removing web pages or entire domains from search results). You should always try to maintain a healthy connection profile.
A healthy link profile is one that shows search engines that you have fairly earned your links and authority. Just as you don't lie, cheat, or take offense, you should try to make sure your link profile is earned through honest and old-fashioned hard work.
Links are earned or editorially placed
Editorial links are links naturally added by sites and pages that want to link to your website.
The basis for acquiring earned links is almost always creating high-quality content that people actually want to reference. This is where creating 10X content (a way to describe extremely high quality content) is essential! The best and most interesting on the web If you can provide the source, people will naturally connect to it.
Naturally earned links require no specific action from you other than the ability to create valuable content and raise awareness about it.
Winned words are often unlinked!
When websites refer to your brand or specific content you've posted, they usually mention it without linking to it. To find these earned words go to Google and make a site: put your brand, product, name, etc. in quotation marks. Search and find the first few results for opportunities. Analyze the page. You can then reach out to these publishers to see if they can update these mentions with links.
Gerölearn more ways to earn i links
Links consist of relevant and topically similar websites.
Links from websites in a topic-specific community are often better than links from websites that are not relevant to your site. If your website sells dog kennels, a link from the Dog Breeders Association is much more important than the Roller Skating Association. Also, links from unrelated sources can send search engines confusing signals about what your page is about.
Link domains don't have to exactly match the topic of your page, but they should be related. Avoid chasing backlinks from completely off-topic sources; use your time much better.
Link text should be descriptive and relevant, not spammy.
Fixed text helps tell Google what your page's topic is about. If dozens of links point to a page that is a variation of a word or phrase, the page is more likely to rank well for such phrases. But proceed with caution! Too many backlinks with the same anchor text may indicate to search engines that you are trying to change your site's ranking in search results.
Think about it. You ask ten different friends at different times how their day is going, and each of them answers with the same expression:
"Great! I started my day by walking my dog Peanut and then I had the picante steak Top Ramen for lunch."
This is strange and you are highly suspicious of your friends. The same goes for Google. Explaining the target page's content with anchor text helps them understand what the page is about, but the same explanation from multiple sources starts to look suspicious. Target relevance; Avoid spam.
Moz's or Ahrefs' Link Explorer to see what anchor text they are using to link to content from other websites "Anchor Text" in use the report.
Links send qualified traffic to your site
Link building should never be just about search engine rankings. Reputable SEO and link building thought leader Eric Ward said you should build your links as if Google could disappear tomorrow. In essence, you should focus on acquiring links that will bring quality traffic to your website - another reason why it's important to get links from relevant websites whose viewers find value on your site as well.
To evaluate the websites that are currently sending you traffic, use the "Referral Traffic" in Google Analytics; use the report. How can you continue to engage with similar types of websites?
Do's and don'ts for making connections
Spam link profiles are just that: they're full of links created in unnatural, sneaky, or low-quality ways. Apps like buying links or participating in a link exchange may seem like an easy way out, but doing so is dangerous and can put all your hard work at risk. Google penalizes sites with spammy link profiles, so don't be tempted.
A guiding principle for your link building efforts is to never try to change a site's ranking in search results.
But isn't that the whole point of SEO? To increase a site's ranking in search results? And that's where the confusion starts. Google wants you to earn links, not build them, but the line between the two is often vague. To avoid penalties for unnatural links (known as "link spam"), Google has made it clear what to avoid.
Purchased links Google and Bing aim to reduce the impact of paid links in organic search results. A search engine can see which links are earned by displaying the link itself.e didn't know which ones were called, but bad It has clues that it uses to detect patterns that indicate intentional behavior. Websites caught buying or selling followed links run the risk of serious penalties that will severely reduce their rankings. (By the way, exchanging goods or services for a link is also a form of saying and qualifies as a link purchase.)
Link exchange / mutual link Hiç from someone you have no connection to "you will link to me and I will link to you" If you have received the e-mail, you are targeted for link exchange. Google's quality guidelines include "excessive" guidelines enforced for cross-linking purposes only. warns against link exchange and similar partner programs; therefore, a smaller scale may indicate that such an exchange will not affect any link spam alerts.
It is acceptable, and even valuable, to connect and connect with people you work with, associate with, or have another connection with.
Exchanging links with non-affiliated sites that can guarantee penalties.
&low quality directory links These used to be a popular source of manipulation. Numerous embedding web directories exist to serve this market and present themselves as legitimate with varying degrees of success. These types of sites tend to look very similar, with large website listings and descriptions (typically the site's critical keyword is used as anchor text to link back to the sender's site) ).
There are many more manipulative link building tactics determined by search engines. In most cases, they have found algorithmic methods to reduce their impact. As new spam systems emerge, engineers will continue to fight them with targeted algorithms, human reviews, and the collection of spam reports from webmasters and SEOs. In general, spaces like this are not worth finding.
If your site receives a manual penalty, there are steps you can take to remove it .
- Links are always:
- Acquired/edited affiliation
- Come from authoritative pages
- Increase over time
- Come from relevant sources
- Use relevant, natural anchor text
- Bring qualified traffic to your site
- Be a healthy mix of follow and nofollow
- Be strategically targeted or naturally acquired
- How to create high-quality backlinks
Link building comes in many shapes and sizes, but one thing is always true: link campaigns should always match your unique goals. However, good results for most campaigns. There are some popular methods that tend to give. This is not an exhaustive list, so for more details on this topic, visit Moz's or Ahrefs' link building blog posts.
Find customer and partner connections If you have partners you work with regularly or loyal customers who love your brand, there are relatively easy ways to gain connections from them. You can send affiliate badges (graphical icons expressing mutual respect) or offer to write testimonials of their products. Both give you what they can display on their website, along with backlinks.
Publish a blog This content and link building strategy is so popular and valuable that there are several personally recommended by engineers at Google; one of the strategy. Blogs have the unique ability to contribute new material on a consistent basis, create conversations on the web, and gain lists and links from other blogs.
Create unique resources Creating unique, high-quality resources is no easy task, but it is well worth the effort. High quality content promoted in the right ways can be shared widely. It can help create parts with the following properties:
- The Strong; emotions (joy, sadness, etc.)
- Something new, or at least communicated in a new way
- Visual & attractive
- Addresses a timely need or interest
- Location specific (Example: most wanted halloween costumes by state).
Creating a resource like this is a great way to pull multiple links with a single page. Also, a handful of You can also create a very specific resource that targets the website - which doesn't have a very broad appeal. You may see a higher success rate, but this approach is not as scalable.
Users who see this type of unique content often want to share it with their friends, and bloggers/tech-savvy webmasters who see it often do so through links. These high-quality, editorially-earned votes are invaluable for building trust, authority, and ranking potential.
Creating linked unstructured citations - references to a business's contact information on a non-index platform such as a blog or news site - is important for local SEO to move the ranking pin. It's also a great way to gain valuable connections when marketing a local business. Learn more in our guide:
You can also dust, update and simply republish old content on the same platform. a few; If you discover that a trusted industry website is linked to an outdated popular source, update it and report it to those industry websites - you might just gain a good link.
Becoming newsworthy Capturing the attention of the press, bloggers, and the news media is an effective and long-honored way to gain links. Sometimes it's as simple as giving something away for free, releasing a great new product, or saying something controversial. To be successful at SEO, you have to be a great brand, as much of SEO is about creating a digital representation of your brand in the real world.
The most common mistake new CEOs make when trying to connect is not taking the time to create a special, personal, and valuable first outreach email. You know as well as anyone how annoying spam can be, so make sure yours doesn't get on people's nerves.
Metrics for link building must match the overall KPIs of the site. These are sales, email subscriptions, pageviews, etc. it could be. You should also consider Domain Authority and/or Page Authority scores, the rank of requested keywords, and the amount of traffic coming to your content. About measuring the success of SEO campaigns 7. We'll talk more in this section.
Link çmeasuring and improving your efforts
So far, we've covered the importance of gaining quality links to your site over time and some common tactics for that. We'll now cover ways to measure the returns on your link building investment and strategies to drive quality backlink growth over time.
Total number of links
The most direct way to measure your link building efforts is to watch the total links to your site or page grow. Moz's or Ahrefs' Link Explorer is a great tool to do this. For example, let's say you recently published a very popular blog post and you want to track the total links earned by this resource.
Place URL in Link Explorer…
Then, use "metrics over time" to see month-to-month link growth. Select "bind fields" from the section.
You can also do this with a root domain, subdomain, or a specific page.
A note about link cleaning
Not only are some SEOs able to build good links, but also bad. and those who are should get rid of it. Connection cleaning while making good connections at the same timeIf you're doing stagnant or declining "link domains in time" Note that the graph is perfectly normal. You can also use Link Explorer's "Discovered and Lost" to keep track of exactly which links you've won and lost. You may want to take a look at the tool.
See your discovered and lost links
If you haven't seen the number of backlinks you're targeting, all hope is not lost! Every link building campaign is something you can learn from. If you want to improve the total links you've earned for your next campaign, consider these questions:
You've created content that's 10 times better than anything else out there?
The reason link building efforts fail is because your content isn't significantly more valuable than anything like it. Look again at the page rank for your target term and see if there's anything else you can do to improve it.
Have you promoted your content? How?
Promotion is perhaps one of the most difficult aspects of connecting, but informing people about your content and persuading them to connect with you is what will really set your cause in motion. Content Marketing Startup for great tips on content promotion; The guide's Episode 7 visit.
How much isç need a link?
Really escape for the keyword you are targeting; Think you might need one backlink. Keyword Explorer's "SERP Analysis" report, the pages ranking for the term you are targeting and how many of those URLs are; You can view that there are backlinks. This is actually how to compete. It will give you a good benchmark to determine which websites you need links and which websites might be a good link target.
What was the quality of the links you received?
One link from a very reliable source is worth more than ten links from low-quality sites, so keep in mind that quantity isn't everything. When targeting sites for backlinks, you can prioritize how authoritative they use the Domain Authority and Page Authority metrics.
Beyond the links: How do awareness, empowerment and sensitivity affect authority?
The many methods you will use to create a link will also indirectly create your brand. In fact, you can view link building as a great way to raise awareness about your brand, the topics you're authorized to, and the product or services you offer.
When your audience is familiar with you and you have valuable content to share, let your audience know! Sharing your content on social platforms not only makes your target audience aware of your content, but can also encourage this awareness to spread across their networks, thereby expanding your own reach.
Are social shares the same as links? No. However, the shares made to the right people can be concluded with links. Social shares can also encourage increased traffic and new visitors to your website, which can increase brand awareness and provide a growth in brand awareness and a growth in trust and connections. The link between social signals and rankings seems indirect, but even indirect correlations can be helpful to inform strategy.
Reliability goes a long way
For search engines, trust is largely determined by the quality and quantity of links your domain name earns, but that doesn't mean there aren't other factors that can affect your site's authority. Think of all the different ways to trust a brand:
Awareness (you know they exist)
Helpfulness (they answer your questions)
Honesty (do what they say)
Quality (their products and services provide more value than others you've probably tried)
Continuing value (they continue to provide value even after you have what you need)
Voice (they communicate in unique, memorable ways)
Feeling (others have nice things to say about their experience with the brand)
This last point is what we focus on here. Reviews of your brand, products, and services can make or break a business.
In the effort to obtain authorization from reviews, follow these general review guidelines:
Do not tell any individual or organization to create a false positive review for your business or a false negative review for a competitor.
Do not overlook your own business or that of your competitors.
Never offer any incentive in exchange for a review.
All reviews must be left directly by customers on their own account; never post reviews on behalf of a client or use an agency to do so.
Do not set up a review station/kiosk at your workplace; many reviews from the same IP can be seen as spam.
Read the guidelines for each review platform where you hope to win a review.
Remember that review spam is a global issue, and violations of truth guidelines in official advertising can result in prosecution and heavy fines. Too dangerous to be worth it. Playing by the rules and outstanding Delivering customer experiences is the winning combination for building both trust and authority over time.
Authority is created when brands do great things in the real world, make customers happy, create and share great content, and gain links from reputable sources.
In the next and final chapter, you will learn how to measure the success of all your efforts and tactics to iterate and improve them. Chapter 7 (Measuring SEO, Prioritizing, and Executing)!
“SEO requires attention and patience. To be successful, follow the changing technological developments closely.”
– SEOART TEAM
The beginning here isç By following these seven steps with our guide, we can achieve a successful SEO:
- Getting Started Guide : Crawl accessibility so engines can read your website
- SEO 101 : Engaging content that answers searchers' questions
- SEO Glossary : Snippet/schema markup to stand out in SERPs
- Browsing, Indexing, Sorting : Keyword optimized to attract searchers and search engines
- On-Page SEO : Share-worthy content winning links, quotes, and amplifications
- Technical SEO : Title, URL and description to achieve high CTR in rankings
- Link Building and Authority : Snippet/schema markup to stand out in SERPs
- Measurement and Monitoring : Measurement and Monitoring
You may also be interested in
Find Out Your SEO Score!
Sign up for our e-newsletter form and confirm your e-mail address to be one of the first to access the newsletters we prepare free of charge as seoart.Fill out the form to get detailed information about search engine optimization.