Increase PageRank using Link Strategies
The most important aspect of Search Engine Marketing (SEM) is page ranking, and page ranking is dependent upon a number of factors. Skillful use of keywords is critical, but no SEM campaign would ever get off the ground without link strategies. Search engines determine your ranking partially based on link popularity analyses. The more links on other pages that link back to your site, the higher your site will rank. To be effective, linked pages must be relevant to the content of your site, and the contents must be of similar interest.
Armed with the knowledge that backlinks are important, you might be tempted to visit the Web and paste your link in the comment section of a thousand blogs, but this would most certainly hurt your page ranking. Search engines are very sensitive to any sort of spam-like behavior. What you really need are high quality links. To put it simply, the more often that people look at a Web page that contains a link to your Web site, the more "important" your Web site is considered by search engines. This additional importance translates to higher page ranking: literally, a higher position on the search page. Considering the staggering number of Web sites on every imaginable subject, creating a high page rank means the difference between traffic and functional Web anonymity. Few people go beyond page one after searching. Nobody goes to page 13,478. This is what makes link strategies so important.
Tips for building quality links:
Directory Listings (One-Way Submissions)
Submitting your site to directories is a proven method of building quality links. Some categories of business will have hundreds of directories to choose from; others will only have a few. For example, many directories list vacation rentals or restaurants; far fewer will list pet supply stores. For a local brick and mortar business, look for local directories. You may wish to invest in a link building service that specializes in placing links to your Web site as one-way submissions.
Reciprocal Links (Two-Way)
Striking reciprocal link agreements with industry businesses is a great way to add natural links. The pet supply store might offer reciprocal links to pet hospitals, animal rescue, pet stores, pet training, and the local ASPCA to start with.
Press Releases
Press releases can be a great backdoor method of adding backlinks. News sites are always looking for fresh content, and will often publish press releases to supplement their own reporting. Press releases offer the potential opportunity to get your company info –including a link to your Web site – on hundreds, if not thousands, of news sites.
Article Writing
Another method of generating quality links is by article writing. Similar to a press release, articles are ideal for offering related content to other sites, and the signature block of your author should contain a link to your Web site. Well-written articles containing popular search terms will generate a lot of page views, which in turn will add value to your page rank based on Web saturation. Unlimited articles can be generated and uploaded to content sites, creating organic, high quality backlinks that can send your Web site to the top of the rankings.
Blog Posting
Blog posting is another option for creating quality links, especially if you have a blogger personable enough to attract traffic. This works in much the same way as article marketing. The blogger writes about related subjects on a remote site, and his signature (repeated at the bottom of each post) links back to your site.
Social Media
Seeding the Web with targeted articles, press releases, and directory links is only half the equation. Once the strategic content is online, the next step is to drive traffic and create interest. A good way to approach this is to utilize social media sites such as Facebook and Twitter to send messages containing links to articles, blog posts, and news. If possible, offer links to social bookmarking sites on every article and blog post. Every Digg and Sphinn creates a little extra credit with search engines.
One last thing to note. Don't be afraid to post confrontational or controversial subjects. Controversy is a great hook, and that makes it an excellent method of building quality links and increasing page rank.
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