If you work in an area where good white hat search engine optimization means hitting page 3 with your on-page efforts but you just can’t seem to get your pages ranked any higher then it is possibly to push those pages further up in the listings. You need to undertake an ongoing relevant link building campaign.
Link building is not as difficult as some people make it out to be. It isn’t enough to seek out a large quantity of links. Quality links are just as important and developing a “trust factor” for your company. But what is meant by “quality link”?
The quality question in link building is not so easy to answer. Like on-page SEO, there are a number of factors that affect a link’s quality. All of them affect link quality to varying degrees and when you measure the aggregate of their affects you could walk away with a higher quality link using different variables on any given day of the week. In general, however, link quality is determined by some or all of the following criteria:
- Relevant anchor text
- PageRank of the page being linked from
- PageRank of the site being linked from
- Relevance of the web page linking to you
- Relevance of the website linking to you
- Age of the linking web page
- Age of the linking website
- Age of the link itself
- Link diversity (After a couple hundred links, one more link from the same type of website that all your previous links are from becomes less valuable whereas a link from a different type of website increases in value)
- Overall authority of the web page linking to you
- The linking website’s overall authority
- Anchor text variance (just like link diversity, after awhile the value of a certain anchor text decreases with overuse while other anchor text value may increase)
Building inbound relevant links to a page over time that has moderately good rankings when you want to push it up in the rankings requires some careful thought as to the anchor text you use in your links and the pages that you seek links from. You want to be careful not to choose bad neighborhoods. Depending on the competitive landscape of your niche, it could take a few hundred links or several thousand relevant in bound links to develop a solid trust factor in the eyes of the search engines and to build your rankings and visitors over time.