by samIs a content-based approach the only way of building links?
Link building draws more traffic to a website, and the mantra “content is key” reigns above all else. But is constant content creation relevant for every business, or are there other linking techniques that can be used effectively?
- More links equals more traffic
- External links will result in higher search engine rankings
The idea is that in creating great content, users will share, and links will follow, increasing website optimisation. But what if the website is so specific that a content-based approach just simply isn’t practical or does not wish to take advantage of blogging or social networking channels?
Although social media channels, blogs, feeds, and other content-driven strategies are often effective ways to increase a company’s online presence and improve search engine rankings, it’s not always the most logical or cost-efficient way to approach the marketing strategy. Not all link-building opportunities are based on pages upon pages of content, amazing or otherwise, and efforts can be re-channeled into alternative ways to build links.
Instead, linking can come from association with industry groups or affiliations.
Industry-related sites can provide ample opportunity for linking. Potential customers visit these sites searching for the information, product, or service they require. For instance, a local pet store may be unwilling to spend extra time or money on the creation of blog posts, a Twitter account, or a flashy website. They simply wish to get people onto their website, to be noticed by searchers and reached by relevant links. It’s not necessary to have a content-heavy approach to achieve that goal.
The store is a part of the Pet Care Trade Association, and so logically, the website of the association can provide a linking opportunity. If visitors trust the industry-related site they visit first, it is likely that your website will be deemed trustworthy by affiliation. In a way, this sort of link acts as an online referral, which can be very lucrative for businesses.
Similarly, the pet store may donate (or have donated in the past) to charities such as DogsTrust, which further enriches opportunities for quality links. Perhaps they have been featured in local newspapers or pet-related publications.
Content is useful for link building, but it is not the be-all and end-all. There are times when a business cannot afford or does not want to be constantly churning out tweets, Facebook posts, or blog entries. It is not the only way of improving SEO and creating quality links and therefore referring traffic to your website.