At the very beginning, it is worth considering why build links at all? Google’s algorithms are complex and are constantly evolving. However, link building has for many years remained an important factor that Google uses to determine the position of a given website. Well-built links are an important signal to Google that your website is a valuable resource worth citing and showing to your visitors. Therefore, websites with more backlinks tend to rank higher.

Important: There is a good and a bad way to link to your website. If you care about long-term profitability, you should only engage in natural link building, which is the process of gaining links, not buying or achieving them through manipulative tactics. These types of practices are called black hat SEO and can even cause your website to be removed from search results. In the article below, we will discuss the most important issues that you should keep in mind when it comes to link building, which will improve your organic rankings without violating Google’s guidelines.

What is link building?

Link building is the process of acquiring hyperlinks from other websites to your own. Hyperlinks (usually just called a link or a link) allow you to navigate between pages on the Internet. Search engines, on the other hand, use links to index the web. They index both links between individual pages on a given site and links between individual web pages on a given site.

White-hat SEO link building tactic

This type of link building takes time. It consists in creating valuable content to which other websites will want to refer their users. It is related to defining your target group and its needs. It is worth considering what content recipients are looking for and what they want to learn, and then create content that will be interesting and engaging for them.

This is the type of link building that will also be most effective. It is based on a genuine desire to connect with your audience. These types of interactions form the basis of well-established online dialogue and communication. Journalists, writers and editors of other websites, after reading the valuable content, will find it worth publishing, in other words, worth a link.

One of the biggest mistakes website owners make when it comes to link building is over-focusing on the link itself, not the content it leads to. Your content should be valuable to generate impressions, engagement, and most importantly – conversions.

What do links mean for search engines?

Links are a very important determinant of the authority of a website. After searching the web pages, search engines can extract their content and add it to their indexes. Thus, they decide if the page is worth enough to get high ranking for the relevant keywords.

When classifying pages, search engines not only analyze the content of the page, but also take into account the number of links pointing to a given site from external websites. The quality of these external sites is also important. Overall, the more high-quality sites linking to your website, the more likely you are to rank well in search engine results.

Link building in marketing activities

It is also true to say that links appear naturally as a result of other marketing activities that are not primarily aimed at generating links. For example, if you introduce a new, really innovative product, you will likely end up with lots of backlinks to your website as a result. Likewise, if you create interesting content that will be the best and complete guide to a topic in your industry, other sites will want to send their audience to your article and you will get links as a result.

Both creating a new product and posting great content are not for link building, but links are a consequence of doing so. Therefore, it makes sense to think of link building not as a standalone activity, but something that connects with other activities of your company, the benefits of which go beyond link building.

Helpful internal links

SEO people often want the benefits of a single referring link to span the entire domain, not just the single linked page. One way to do this is through internal linking, which is by placing a link on the landing page that points to another page on the same domain. This is an effective method of spreading your authority and standing on your site. It is true that Google does not measure internal links the same way as external links. However, it is essential that the domain contains both internal and external links to maximize its ranking potential.

Internal links are not as valuable as external links, but they help Google understand your website’s structure, which can be helpful for SEO. An example of this is our free text paraphrase tool based on artificial intelligence.

How to get high-quality links?

As you may be aware, not all links are created equal. We have already mentioned that Google takes into account not only the number of links referring to a given domain, but also analyzes the quality of the pages from which the links come. In link building it is very important that the backlinks come from websites that themselves have strong SEO metrics. Not all links are created equal, and links coming from the wrong sites can actually harm your link profile. For Google, this could be a sign that the website is using SEO manipulative practices, which could lead to its being blocked from search results.

High-quality websites that will enable you to implement effective link building should:
– have high domain authority and low spam score,
– generate a lot of organic traffic and traffic from social media,
– answer the topic or industry to your website,
– have a healthy backlink profile.

Link position in content

Few people may be aware that the position of a link in content on a website is also very important for its effectiveness. If a link to a website is placed at the beginning of the content, search engines assign it a higher value than the links appearing further down the page. In addition, it is important to bear in mind that link building campaigns aim to embed the link in the main body of the text, not in the sidebar or page header. Spam links or advertisements are usually placed in these places. Google is cautious and, in most cases, classifies links outside of the main content as significantly less valuable.

Link building – where to start?

If you are new to link building, the amount of information associated with creating a link profile may seem overwhelming to you. In the case of small businesses, it is worth using the potential of local SEO and publishing guest posts on high-quality websites in the first place.

Local SEO

Listing your website address in local business directories is relatively inexpensive. One of the best options for getting a big boost in local search results is to create a listing for your business on Google Maps. Almost a third of all mobiles searches are locations-based, and local SEO can help search engines better understand your locations, markets served, and how customers can reach you.

For unlinked sites, local SEO is a great way to start creating trust signals. Not only will they make your website more prominent in search results, but they will also give you backlinks from well-established sites with high traffic.

Guest posts – a way to get high-quality links

Not only the content posted on your website can help in link building. Publishing guest posts on other websites is an equally effective and, what is worth emphasizing, practice in line with Google’s guidelines. This tactic involves creating and offering content that may be of value to the audience of the website where the article will be published.

If you are a specialist in a given field, you can ask the owners of a high-quality website to write an article for them in which you will link to your domain. When presenting your proposal, briefly describe what you want to write about and indicate the value of the recipients of the page who read the article. Guest posts, apart from the possibility of obtaining a link, have one more, very important advantage – they allow you to build relationships with other websites and expand your professional network of contacts.

We hope this article helped you understand what link building is and why it is so important to SEO. Link building is a very broad topic, but if done correctly, it can bring amazing results for your website traffic and affect your Google ranking. If you have any questions about link building or need additional SEO help, don’t hesitate to contact us. We will help you get high ranking positions in a profitable and, above all, long-term way.

About company

Our client is a company that has been selling high-quality sewing machines from 94 countries around the world for over 30 years. It provides complete equipment and service used by the largest companies in the industry. Thanks to its experience and high standards, it enjoys the trust of its customers, but is still ready to develop and expand the base of contractors. Therefore, in order to increase sales, she contacted us with an order for the SEO service of a corporate website on the web.

Goals and assumptions

At the time of signing the contract, the client’s website saw a decrease in visibility in the search engine, which also influenced the traffic and conversions. Therefore, the main goal was to reverse this trend and increase the website’s visibility, especially on difficult phrases for which the website obtained poor positions. The client also wanted to promote some devices and manufacturers from their offer, so we also chose the appropriate phrases for these purposes.

The contract is implemented from the very beginning on the basis of consulting – we do not make any corrections on the client’s website, but we watch over its SEO and recommend changes that the company implements using its own resources. We prepare detailed guidelines regarding both technical issues and the content to be included on the website, we also have regular contact with the client’s developer – in person and, if necessary, also by phones. This is one of the few cases when a client has contact not only with an account manager, but also an SEO specialist. In addition to preparing guidelines, we also deal with link building, i.e. creating a valuable profile of external links leading to the client’s website. We perform all of these activities as part of a $ 5,000 monthly package.

What did we start with?

When we started cooperation, i.e. in June 2020, the website already noted a lot of phrases in the top positions, but it had a lot of untapped potential. Her results from this period are:
– 80 phrases in TOP3,
– 345 phrases in TOP10,
– 2153 phrases in TOP50.

It is a good result which provides a solid foundation for further actions. However, in order to increase visibility, it was necessary to implement a whole list of tweaks that we specified for the client in an extensive audit.

Our recommendations

The guidelines contained instructions for introducing mechanisms to automate and improve the operation of the entire website, and thus minimize the introduction of manual changes. This was to eliminate errors in internal linking, limit the wide scale of 404 errors and improve the poor indexation resulting from a large base of similar products. It turned out that it was necessary to change the category structure, introduce key phrases to the headers, category names and meta titles, or eliminate duplicates in searching through filters by introducing canonical links. We also commissioned a number of changes that could speed up the website and adapt it to the high standards of the Google algorithm.

As for the content – the existing texts required optimization for SEO, including saturation with key phrases selected by me. We also suggested introducing additional content on subpages with categories and organizing news and guidance content. As the client has sufficient resources to prepare the texts himself and wanted to use them, writing the content is entirely on his side. However, we prepare detailed guidelines for all texts that are created so that they are valuable both in terms of content and from the SEO point of view. These texts are directed only to purely sales subpages, such as category, product or category filter pages.

Results after half a year and after a year of cooperation

Cooperation in the consulting model is demanding both for us and for our clients. It requires a lot of discipline and the will to reach agreement on both sides. However, if they do show up, the results can be very good – just like for a website. After six months, the results were as follows:
– TOP3 – 128 phrases,
– TOP10 – 424 phrases,
– TOP50 – 2274 phrases.

In our industry, however, it is repeated like a mantra that positioning is a marathon, not a sprint. It takes time for the implemented changes to start to bring tangible benefits in the form of increased traffic and improved visibility for the most difficult phrases. Therefore, it is also worth showing that this process is ongoing and you can still notice significant increases in organic results. In June this year, the results were as high as:
– 327 TOP3 phrases,
– 908 phrases in TOP10,
– 4266 phrases in the TOP50.

Organic traffic can be estimated at about 15.6 thousand per month. These are the results that show that we have chosen the right direction together with the client, and that our work translates into real profits for the company. This is also evidenced by the data from Analytics, which shows that the revenue from the organic channel in the third quarter of this year increased by 16.86% compared to the third quarter of last year, and the number of new users on the website increased by 26.92%.

Quantity over quality – linking in the first decade of the 21st century

Before SEO became a sophisticated art, SEOs didn’t play around with conventions. Optimization for the search engine guidelines was simplified, and the keywords just poured out of every line of code. Nobody cared too much about the user’s needs, which was due not only to the lack of technical capabilities (these have developed with the growing popularity of HTML5 and CSS3), but also to a smaller number of network users.

How did we link these several years ago? I think the term “without moderation” will be the most accurate here. Initially, it was mainly the quantity that mattered, hence the spammer websites popped up like mushrooms and immediately became a base for various types of websites. Sites of this type were called “presell pages.” These types of sites were the perfect answer to the question “where to link the page?”. Some of them were not moderated or thematic – it was enough to find access to the site, set up an account, sometimes pay a few dollars and prepare a text suitable for use in a blender. These types of programs allowed for the creation of synonymized texts that could be used on a larger scale. The texts were similar, but the use of synonyms gave the illusion of uniqueness. Unfortunately, reading them was not recommended – the written texts did not contain valuable information, and were only carriers of links to positioned pages.

Over time, the weight of the links has changed – high positions were provided by links from educational (edu) and government (gov) sites, and the role of blogs piled up with junk articles began to decline.

Penguin – the Google update that turned the SEO world upside down

In 2012, an update was added to the search engine’s algorithm that ended the golden years of carefree linking. An update called “The Penguin” has reduced the importance of links from spammy sites and significantly reduced the possibility of black hat link building practices.

The “Penguin” analyzed the links coming to the website and assessed their naturalness. Links from cluttered pretzels, low-quality internet forums and other sources with dubious reputation received very low marks, which for the website usually resulted in a drop in the Google ranking. It also performed the detection of duplicate linking patterns, suggesting the operation of linking scripts on a massive scale.

Initially, the Penguin update was “fired” from time to time – its operation was most often manifested by a rapid change in the visibility of the site and a decrease in traffic. The penguin filter forced the SEOs to rapidly “clean” the profile of incoming links. Resignation from low-quality links allowed for a stable increase in position, but the return to its former glory was not always possible. In some cases, the banned page returned to the Google search engine only after a few months, when a new version of Penguin was added to the algorithm.

The update that wreaks havoc on links on Google debuted at the end of March 2012, and the effects of its subsequent hits could also be seen in October 2012, May and October 2013 and October 2014. In September 2016, Penguin joined the basic elements of the search engine algorithm and since then works in real time. Its constant activity allows you to react faster to the negative effects of ineffective linking, without having to wait for the next update. Additionally, the version of the update, which has become a permanent fixture in the search engine’s repertoire, seems to be milder for reckless linkers – controversial links are usually simply ignored. However, this does not mean that you are allowed to link from everywhere – sites that practice spammy tricks can still be punished with elimination from search results.

Link anatomy – how to link?

Linking, while different from Google’s early days, still matters a lot. Therefore, it is worth taking a closer look at the correct link structure.

A link, also known as a link to a page, is one of the basic elements of HTML – a markup language commonly used to describe web pages. Link – hyperlink – is an element referring from one document to another, which is displayed most often after clicking on the indicated tag. The structure of the global internet is based on links.

What does the link look like?
– <a> – tag
– href – attribute containing the address of the link’s landing page,
– anchor – link text visible on the website,
– the link can point to documents within the same document (href = “#”), within the same domain (href = “/ about us /”), or to any document on the Internet,
– In the <a> tag, there may also be a title that will be displayed when you hover the cursor over the link, and a target that will determine whether the document will open, for example, in a new browser tab. In the hyperlink tag, you can also add guidelines for web robots, e.g. prohibiting them from going to the specified URL.

In the context of positioning, the importance of the link anchor element is often emphasized – this is where you can place a keyword that will be the “title” of the link pointing to our website. In the case of planning a link-building strategy, selecting the right anchor will be one of the key elements that will make our activities look natural. The most important thing here is diversification, i.e. the use of various methods of link labeling:
– URL address – the anchor is the website address pasted into the content of the article or post. It looks the most natural – after all, who of us want to describe a link sent in forum posts or comments? Hyperlinks with an anchor containing a URL are often created automatically, such as by pasting the address into text in Google Docs;
– brand – name of the company or website to which we link. It is a safe form of link naming that allows you to promote your brand;
– keyword – a more risky form of linking, which too careless use may be punished by the search engine. An anchor link containing a keyword looks the least natural. Keyword linking helps in website positioning, but it should be used in moderation as one of many solutions;
– graphics – a link to the page can also be placed within a photo or file with the company’s logo. It is then necessary to describe it in accordance with the requirements of the <img> tag.

Links can be placed in any section of the website – in the menu (top, side), in the text, in comments, in the footer. They can be located on one subpage of the website or repeat within a category or the entire domain – then they are called site-wide.

Link quality – where to find high-quality links?

With the advent of the Penguin era, collecting links to a site has become a more demanding activity. Finding a good source of links requires more selection and rejection of pages of questionable quality – for example, which are dominated by texts consisting of chaotic texts with a high concentration of keywords.

So where to link the page? It is worth looking for sources of links with high authority, i.e. a good Google rating. The search engine does not officially inform about the scores obtained by the site, but there are external tools that allow you to determine their level. One of them is Ahrefs, which uses the Domain Rating indicator, which evalsuates the number and quality of links.

When looking for the perfect place to throw your link, we should also look at the number of users visiting the site. High organic traffic is associated with a high level of visibility of the domain, and this in itself tells a lot about the assessment of it by Google. This type of information can be obtained with the help of SEO Surfer programs.

Another element worth our attention is the link profile of the website, which is to be the carrier of our hyperlink. The number of outbound links is also important – too many links weaken the “link juice” directed towards our website. What is “link juice”? This is how the power (authority) is transferred from one domain to another. Too many links to external websites “watered down the juice” and reduces the value of the obtained link.

In addition to these techniques, the seeker of links should direct their attention to websites thematically related to the content of the linked page. It will also be helpful to get links from local websites promoting activities in our country. Links that are to direct to the domain in English should be placed on native websites and similar – other language versions on the corresponding portals.

Where to link the page?

Gaining links is a tedious process that requires attention as long as the idea of good online visibility is important to our business. Activities in this area should be wisely planned and take into account other aspects of marketing activities undertaken under our brand.

So let’s discuss the most popular link sources:

NATURAL
Natural links are created without the participation of interested parties – Internet users spontaneously share interesting links in comments, on forums or within their blogs. These types of links testify to good quality content on our subpages, and sharing it by users can bring a lot of traffic within our website.

Gaining links in this way will require a lot of involvement in the preparation of website content. Elements that are willingly recommended by users are, among others tips, rankings, summaries and attractively presented smaller doses of knowledge, e.g. in the form of infographics. In some industries, it is also possible to prepare witty material that will have a chance to become a “viral”, which will quickly reach many potential recipients. After this type of online fame, there will probably be links that will complement the profile of the domain that we want to position.

FORUMS
Internet forums in recent years have lost their popularity in favor of thematic groups on Facebook, but those that have remained in the Internet reality are a source of high-quality links. Adding links in these places, however, must be consistent with the topic of the forum and its rules, mostly limiting the possibility of spamming. Links placed in response to a question asked by another person have the best chance to escape the harsh judgment of admins and support the site for a long time. It is worth linking in places where we already have an account and were previously participants in the discussion.

COMMENTS
Some websites and blogs allow you to comment on articles and even supplement them with active links. Links left here should be thematically related to the entry. Adding a link in a comment does not constitute its approval by the webmaster. In addition, this type of link will often have the rel = “nofollow” parameter, which will not allow web robots to go to our site, but users can still click the link.

CATALOGS
This is one of the older forms of getting links, which allows for a large increase in the number of links in a relatively short time. However, modern catalogs boast much higher quality and oblige the link provider to be more involved. A good catalog will require supplementing the entry with basic information about the company’s activity, a unique description, and sometimes also graphics. Catalogs allow for additional promotion of activities, e.g. by higher positions of our entry in the search engine for services of a given website or by placing a link to the entry on the main page of the catalog.

GUEST ARTICLES
A fairly popular method of getting links and new readers is publishing articles outside your website, e.g. on a blog. A guest article allows the blog owner to get new, valuable content. It is assumed that these types of publications are not advertising in nature, but rather focus on providing information and sharing knowledge. Adding an active link to the content depends on the goodwill of the portal owner.

SPONSORED ARTICLES
Sponsored articles are aimed at promoting the site, although the texts published in this way do not have to be typically advertising texts. Articles usually contain 1 to 2 links, most often with an anchor of your choice. This type of service is payable, and the cost depends on the reputation of the portal – the greater the traffic and size of the website, the higher the price.

Cooperation in the field of sponsored articles can be established in person, through the site administrator and the marketing department. Websites specializing in mediation between publishers and those looking for space for content marketing activities are also very popular.

BACKGROUND
A good source of links is your own backend – websites, mostly thematic, where links to the promoted pages will be placed. The back office requires the purchase of a domain, space on the server and a CMS system or other solution that will allow you to conveniently add articles. Additionally, content creation should be added to the costs – especially if we do not plan to do it on our own.

For building your backend, it’s a good idea to choose legacy domains that can be captured when they expire. Those with a good story are especially valuable – the content previously posted on it coincides with the topic of our website, the website has not been penalized by Google, and the incoming links come from trusted sources.

High-quality facilities can also be the subject of other marketing efforts – well-written, widely read articles can become an additional source of traffic and an element of building the position of an expert.

PARTNER SITES
The cooperation of two companies can be expressed in many ways, including by mentioning partners or contractors within the website. The partner’s logo is usually placed on the website, entered in the <a> tag. When analyzing your marketing activities, it is worthwhile to review the list of places where the name of our business is mentioned and ask for a link next to it pointing to our website.

It is also worth approaching other places in a similar way – e.g. lists of companies offering certain services in a given area, prepared by an independent unit. It is worth finding those that have been operating for a long time and complete the data about your company.

OFFLINE ACTIVITY
One of the effective ways to get high-quality links is to increase the reach of impact also outside the Internet. These types of treatments are very effective, especially in the case of local positioning – social activity, participation in meetings or financial support for events, usually results in the mention of our brand on the event pages. These “few words about us” can always be supplemented with a link to the website (usually with an anchor with the name), which will perfectly complement link-building activities. Among other places, it is also worth mentioning biographical notes, e.g. on the website of the university or conferences in which we participate.

SOCIAL MEDIA
Links from social media do not allow us to accelerate the climbing of our site in SERPs, but they do help to increase traffic on the site. Profiles in SM are an excellent channel of communication with customers and it is here that the links to attractive content are usually transferred the fastest.

Other linking ideas

Getting valuable links is not an easy task and in many cases requires creativity. Some approaches will be effective in one industry and may not be feasible in another. An example is an attempt to get a link from Wikipedia. In the case of promoting the website of famous people, sportsmen, politicians, etc., the publication of an entry with a short biography and description of activities will not be hindered by the editors of the online encyclopedia. Attempting to get a link to the website of a company specializing in screw production will require a lot of effort, e.g. creating a source complementing Wikipedia content, and will probably be rejected anyway.

It is also worth looking for inspiration from the competition – thanks to tools such as Ahrefs, Majestic or Seo Surfer, we have the opportunity to see links directed to their websites. Note, they will certainly not contain information about all links! Some sources may block bots collecting this type of data. “Parroting” the linking sites allows you to get a good link to your site and weaken the link to your competitor – on the principle of the aforementioned “lens” dilution.

When looking for places where you can link your website, it is worth paying attention to the quality of links and emphasizing their naturalness. Brazen, rapid building of the link profile usually does not improve the health of the website … As in the case of some on-site activities, off-site also pays off thanks to systematic work, control and analysis of effects.

Organic traffic and the costs of its acquisition

Many people associate organic traffic mainly with huge publishing expenses for several thousand dollars a month for the purpose of obtaining links. Link building is important, but it is not the only thing you should do. Many things can be done inside the website, and link building itself does not always have to be associated with huge expenses. What is certain is that if we neglect the onsite factors – link building itself may not give the desired effect.

Content creation and optimization

When generating organic traffic, the main costs are:
– our time (I assume that with the current slowdown of the economy and lower turnover of companies, there is more of it to be spent),
– content cost (you can send specific guidelines to a copywriter or write content using resources in your company).

If we are able to create content ourselves, it is a huge saving. We know that content is worth building and that it can be done at a lower cost. But what to write about? How to plan the created content? You can use many tools, including free ones.

Content creation – where to get ideas?

Before we start creating content, we need to plan it skillfully – that is, develop the subject, structure of the document and create a list of keywords that must be in the content. A common problem is the lack of ideas for generating content. I will not elaborate here on how to research competition in paid tools or on graphs and keyword relationships. After all, the intention of this article is to indicate ways that do not involve expenses.

Google Search Console

A huge treasury of free knowledge is Google Search Console – a tool that can be implemented for free and collect data on the visibility of our website.

How can this tool be used? You should analyze the data in the “Effectiveness” tab and search mainly for:
– phrases that, despite the far position, have quite a lot of views,
– phrases that have a lot of views and are located just outside TOP10.

We can narrow down the data to words that contain a specific word or string of characters. Thanks to this, we can both create content (in a situation where we mentioned a certain issue alongside other content – it is worth building a dedicated content that describes it accurately) and optimizing the current content.

Regardless of whether we are creating new content or trying to optimize the current one – remember about the most important elements:
– carrying out a TOP10 analysis for a given word (context of the content already created, length or optimization method),
– title meta optimization,
– appropriate keyword saturation,
– including the most important keywords in the first paragraph.

But what if we have not written about a given topic and there is no mention of it in GSC? One of the cheap, but unconventional ways, is to use customer inquiries or industry knowledge.

The client will also help you with SEO

It is worth carefully analyzing our clients’ questions and taking note of the latest trends in a given industry. During my work, when I send clients suggestions for topics (which were generated in a paid tool based on a keyword association), I often get a response that clients actually mentioned it during their inquiries. A real challenge for a person who does not have access to paid tools is to verify which queries have search potential.

In the case of reducing the costs of activities, we can use, for example:
– keyword planner (when we have an active Google Ads campaign – we have access to information on the number of monthly searches),
– a free counterpart, which usually has limits on the number of polls per day.

Or maybe take advantage of the knowledge of others?

One popular way to create content on your site is to provide guest posting. It is worth looking for people in the industry who have knowledge and would like to share it on the pages of another portal. We do not have to take money from the author for the possibility of publishing content with a link to the website – often it is enough to pay in the form of a substantive article, which can also generate traffic from search results.

Another factor influencing our visibility may be the author’s reach in social media and broadly understood popularity. If a recognizable person publishes content on our website and it reaches many recipients – recipients can start looking for information about the portal, which also increases organic traffic from brand traffic.

Link building – not always expensive

The subject of link building itself is very extensive and highly dependent on a given industry and the competitiveness of phrases. Nevertheless, at the beginning of cooperation with a client, I always try to be alert to the great potential of such inexpensive and unconventional linking methods. There are many methods for such cheap linking, and these are just a few of them.

Check your previous publications

Customers often mention that they published substantive content on the most famous industry portals or used the services of a PR company that published content on behalf of the client. If you have a list of such publications, for each of them:
– check if there is a link in the publication (preferably without the nofollow attribute),
– if there is no link, add to the “contact” list,
– write a request for the possibility of placing a link to the URL of the page.

Some websites may refuse, some will demand payment for the link, but in many cases it is enough to develop a list and one template e-mail.

Guest articles – sharing knowledge pays off

The scheme of operation in this case is the same as in the previously described sharing of space for experts’ statements. The only difference is that this time we express ourselves on external websites and share our knowledge. In return, we receive a link and potential brand traffic. If the portal on which we publish our content has a large group of recipients – some of them may search Google for information about the author and search for his website.

A unique offer is also a chance for a link

As a business owner, you know your offer perfectly well and know the target group. If your potential customers form communities and have associations or clubs – it is worth establishing not only offline cooperation, but also asking for a link. One example of a tailored offer is schools that offer driving lessons for people with disabilities. All it takes is a quick research and we find a page where driving school websites with such an offer are available.

Internal linking – often untapped potential

Many people hearing the phrase “linking” associate it with acquiring links from other websites. The techniques of cheap external linking have been discussed above, but there is also information about the potential of internal linking. Through internal links (where we have full control over the anchor text of the links), we can also influence the position of keywords.

It is important to analyze which subpage is responsible for visibility for a specific keyword and not to mix up internal links in the target addresses. A common mistake in portals’ editorial offices is linking to various thematically related articles using the same keyword. This misleads Google and increases cannibalization by boosting a few similar articles.

You must create a map of internal links:
The keyword in which we insert the link Internal link address
Keyword – 1 / subpage-X /
Keyword – 2 / subpage-Y /
Keyword – 3 / subpage-Z /

Any further internal linking should follow this pattern.

You probably think now that such internal linking and browsing the site is a lot of work, not to mention the cost. There is also a certain way for this. Internal linking can be automated – with the use of related articles modules or through the scheme of inserting internal links according to a certain key.

You have probably seen the module of similar content more than once on many websites, but it is worth making sure that the mechanism of generating these links works according to a certain key – after similar keywords or thematic connections between articles assigned manually in the CMS.

Automatic linking in the content is used less frequently, but it works in a very simple way. We determine that when a specific keyword appears in the content, a specific link to another subpage will be inserted there. It is also worth adding the condition that such a link has not been added higher in the content, which will limit the number of these links on one subpage. Such a solution can be implemented on individual orders from the programmer, or in the case of more famous CMS systems, look for ready-made solutions.

Summary

The Paraphrase-Online.com Team hopes that with this article you already know that there are many ways to increase organic traffic on your website – not necessarily at the expense of a lot of cash. You can use your own and our clients’ knowledge on many levels. In addition, a whole range of activities related to content planning or its creation can be performed within the organization. Therefore, do not hide behind high costs and start working on the website visibility on Google today.