Increasing competition in the online environment forces us to bring, all the time, something new to our websites, to differentiate ourselves from competitors, applying classic SEO techniques, such as architectural optimization (meta tags, url rewrites, sitemap, etc.) or content development on SEO structure.
On-site optimization can be easily identified by a competitor and easily copied, as all the information is visible in the source code of the site and in its front-end. Therefore, the focus is also on external linking, which has recently become a competitive advantage.
Linking is important for several reasons such as:
- It is not directly visible on the website, so it cannot be easily identified by competitors. In general, an SEO specialist, using certain tools, can outline the backlink profile of a competitor’s site in order to establish a similar link building plan;
- To develop a linking profile you need not only sources, but also creativity in writing quality content;
- It is recommended by Google.
On-site optimization is closely related to off-site optimization, as they are considered essential components in shaping effective SEO strategies. Linking can be considered not only an action to improve the ranking of a site, but also an action to increase targeted traffic. A well-placed link generates interest, incites action and contributes to increasing the number of visits.
Backlinks and notoriety
Backlinks automatically influence the notoriety and reputation of a site in the virtual environment. We can say, with certainty and in full knowledge of the facts, that external linking is the best technique to ensure a positive web reputation.
Positive linking (positive content): site reviews, site recommendations, articles, communicate, informative texts, quality content marketing.
Negative linking (negative content): negative reviews; complaints posted on forums and blogs by various users; linking to texts that are inconsistent or full of grammatical errors; linking to a site with illicit content (adult sites, gambling sites, sites that promote extremist messages); links on virus pages; links that are visibly spam; negative comments on various sites.
Positive linking techniques
There are lots of ways to link, each with its pluses and minuses. Some ways of external linking are: web directory listings, presence in business directories and local addresses, commercial partnerships, press releases and press articles, comments in blogs and forums, link wheel, linkbaiting (a complex linking technique that ensures natural link generation).
Develop a blog for your business
Blogs are a good source of communication to convey messages professionally about a business, provided they are updated regularly.
A blog can be a good place to exchange links, only the links need to be limited. Sites with a similar theme (contextual advertising) should be favoured. To create a blog, you must have a graphical interface and quality content, so that the blog will keep internet users coming back regularly to read the news. It is also advisable to choose a relaxed tone of expression, because a blog is like a personal diary, even if it is used in the business sphere.