Many years ago, we wrote an article about inbound linking (http://www.o5webdesign.com/inbound-linking/)
Years have passed, and we’ve seen a radical change in the SEO landscape over the years, and like everything else, inbound linking has changed, too.
So, here’s an updated look at what inbound links are and how to get them.
Inbound Links = Website Success
Inbound linking is (and has always) been a sure-fire way of creating a constant stream of traffic towards your website and it’s one of the best ways to ensure that your ranking in Google stays consistent. These links act as a “nod-of-approval” towards your website, in Google’s eyes, and the more you have, the more Google will boost your ranking as a result.
Now, the act of creating an inbound link isn’t 100% as simple as it may sound, but it’s not complete rocket science.
The facts remain the same though:
Fact – most clients do one or two such link runs and then never again.
Fact – most clients who do not do regular link runs complain that their websites are either not ranking or have fallen out of the rankings.
Fact – by NOT ensuring that you are continuously having more quality inbound links created to your website, you are ensuring its ultimate failure.
So, what is an inbound link?
An inbound link is a link that comes from an outside source (another website, social media site, etc) and points towards your website. It’s like a one-way street where traffic flows in one direction towards a set destination. Only, the destination is your website.
Inbound links are one of the most important ranking factors by Google, which means that the more links you have pointing to your website – granted that they are of high quality – the better your ranking will become.
The value of an inbound link is determined by:
- The quality of the content you create.
- The quality of the inbound link itself – meaning, is the link bought from a link farm or did you earn it.
- The frequency of how many links you create.
How do you create an inbound link?
In the preceding years since we wrote about this topic originally, things have changed in the internet marketing landscape.
There are many ways you can create inbound links into your website. Here are a few:
- Create great content that’s properly optimized with SEO, at a consistent rate. Creating one blog a year is NOT a great strategy for creating inbound links.
- Link to other blogs from within the content you create. These links need to fit in with the content YOU are creating, otherwise it would defeat the purpose, somewhat.
- Writing guest posts for other outlets that serve the same industry/niche as the one you serve.
- Creating resource lists that users can link to.
- Create a round-up of opinion from other experts in the same field you are in.
- Hijack a popular news story that you can use to capitalize upon for marketing purposes.
- Create case studies
- Volunteer to be the subject of a case study and write about it.
- Do surveys.
- Do a book review.
- Do a free webinar
- Create a free set of tools that you can share with your customers.
- Create a shareable template that customers can download
- Create an infographic explaining a problem within the niche you serve.
- Partner with other companies in complementary industries
- Ask for reviews.
- Search for “mentions” on your brand and reach out to the people who mentioned you.
- Use tools to find your competitors’ backlinks and use them to your advantage.
- Use social media to give customers the option to share your content.
- Share your content on social media – likes and shares to go a long way.
- If you sell a product, give away a free trial.
As you can see, the list of ways you can create inbound links are huge. All that needs to be done is to simply keep on creating content.
Creating a constant stream of links that go into your website is not a once-off job. It’s a constant effort that needs to be maintained to sustain a positive ranking in Google. And, as there are many ways of creating inbound links, one has many options when it comes to creating a sustained presence in search engine rankings.
If you don’t, your competition will pass you by and your website rankings (and by extension, the enquiries and interest you receive from your marketing efforts) will slowly start to wane.
What o5webdesign recommends
Being an internet marketing company, we seriously recommend that business owners work at creating inbound links continuously. The more aggressive the approach, the better. We recommend this especially for clients who operate within sectors and industries that are highly competitive and who need to edge ahead for their competitors.
The way to achieve success with inbound linking is to create links at a higher intensity and in shorter intervals.
If you do not continue to have inbound links created, it is merely a matter of time before your website will fail. Such a bold statement should illustrate to you just how critical this part of the SEO process is.