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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

Designing our updated website was a very professional and organized experience because of LA Dezign's ectensive "Site Reviews Process". They made it so much easier to make those difficult design decisions. read more
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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

Designing our updated website was a very professional and organized experience because of LA Dezign's ectensive "Site Reviews Process". They made it so much easier to make those difficult design decisions. read more
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Traffic Tuesdays

Published by: Judy Cobb 03-26-2013 | POSTED IN: Traffic Tuesdays

Words Blog 17 - Backlinks!

Search Engine Optimization (SEO) relies on two strategies for building traffic to a website. Most people are familiar with the first strategy: Web builders identify the terms known as keywords that are most frequently used when people look for a business or service and use those terms on a website to draw traffic. Traffic that arrives via those searches is said to come organically from search engines.

The second SEO strategy involves backlinks. Backlinks are links that lead to your website from other websites. The major search engines not only rank websites using the number of visits to a website produced by organic searches. They also factor in the number of links to your website from other websites and visits to your website produced by people who navigate there by clicking a link from another site.

In effect, backlinks are considered by Google and other search engines as "votes" for your website. Websites that receive a large number of visitors from other websites are considered more popular, relevant and useful than websites with few backlinks. For this reason, the search algorithms rate a website with significant backlinks higher than websites that rely primarily on straightforward organic searches.

Knowing this, a savvy website owner builds links with other websites to improve the website's search engine ranking. This is not as simple as it sounds. Search engines have built in screening mechanisms that allow them to ignore certain kinds of links. The search engines not only look at the number of backlinks, but they also consider the quality of the inbound links.

Quality arises from the credibility of the sites providing the backlink. Search engines recognize that there are credible websites on the Internet. These credible websites include government websites, major association websites, news websites and other visible and reliable sources of information. Links from these credible sources increases the value of the backlinks for a website.

For example, if the website for a hospital has a backlink from the American Medical Association, that backlink would have a greater value than links from personal websites because the AMA is viewed as a very credible organization. A large number of backlinks from the websites of physicians in the community served by the hospital would also be interpreted as providing credibility to the hospital's website.

What kind of strategies produce good backlinks? That has changed over time. Several years ago, website owners traded links with other website owners. Two websites linked with each other, producing a backlink for each site. The search engines now recognize and devalue these kinds of links.

The web also has "link farms." These are pages or websites created to fool the search engines by creating links from sources whose sole purpose is providing links to other websites. Search engines recognize this spammy strategy also.

What can you do to build backlinks to your website? One simple strategy is to be sure your website appears on various local directories and listings like Google Local, Bing Local, the Yellow Pages, Yelp and other credible local directories. These listings also increase the chance that people in your community searching for your product or service will find your business.

Another strategy is guest posting on other websites. This can take a number of forms for example: providing expert content or commentary on other websites or participating in a blog.

If you or a member of your staff has expertise in a subject, having articles, newsletters or blogs written by an expert can draw the attention of webmasters for credible sites and produce links to your website from credible sources. This strategy will also work if you invite an expert to write an article or post information on your website.

Building backlinks is a more complex and time consuming process than optimizing search terms. Search engines recognize this and can identify when backlinks build over time. As a website owner, think about how you can build traffic to your website from credible sources on the Internet.

It is worth the investment to create a strategy for developing backlinks and to develop linked relationships with other sites on the web. In the early days of the Internet, backlinks were the only way for people to find their way to a website.

Today, backlinks are only one path to your website. However, they also offer you another way to view the success of your website. Backlinks can tell you who is paying attention to your page and what they think is important about your site.

You can help us assure that every blog post in this series provides you with tangible suggestions and ideas for building or improving your website. Please share your ideas, comments, questions and suggestions with us. Feel free to leave comments below or to email Judy at [email protected].

Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.

Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.

About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.

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