The objective of any company that conducts electronic commerce is to reach all its potential clients on the Internet. In this article we analyze one of the most effective SEO strategies, obtaining external links or "link building"
Getting external links that bring authority and popularity to our website or online store, is one of the fundamental and most profitable SEO techniques . When implementing such a strategy, it is important to have certain factors in mind:
- Authority- Becoming a reference in your own professional sector is not easy, but with a good online marketing strategy, it is possible. A good option to increase our authority is to write articles as a guest on other websites or blogs in the sector or participate in debates in different social forums, in exchange for getting a link to our page.
- Popularity- It is measured based on the number of external quality links that point to our site. It could be considered the equivalent of public relations in the offline world. We must show the search engines that many websites talk about us and refer us through a link to our website.
- Quality- The website must receive quality external links from other websites, with a relevant theme , which is similar or complementary to that of our website. In addition, it is advisable to search for a type of link that contains the most important keyword on the website and periodically check the permanence of the links.
In the Blogger Cage workshop on SEO, we saw how to take care of these three elements is fundamental, since the quality of the external sites that link us will affect the behavior of the users regarding our site, especially in Regarding the time spent in it, the dropout rate, the diversity of visitors, etc.
How to get links to our website
There are different ways to get external links to our website, although they all have something in common: the need to always provide relevant content to succeed. Let's see some of them:
- Checking who links to your competition - Through tools like Majestic SEO we can check which sites contain links to the website of our competition and look for others with similar themes that can link to our website.
- Publish and share information of interest - Provide relevant content to our customers, with news or news about our sector, (for example, through a blog or our social media profile), as a complement to our website or our online store, will cause users to want to share that information on your web pages or social media profiles.
- Link exchange - Another option is to exchange links with another website, to get feedback with other recognized web pages in the sector.
- Social Bookmarking - At the end of each post that we write in a blog, in the file of each product, etc., we can add these buttons through which users can share content with their network of contacts in social networks. Taking advantage of the viral capacity of these media is a good option for the construction of external links.
- Send a newsletter or newsletter - This will facilitate the distribution of web content and its dissemination.
- Register the web in thematic directories - It can be another way to increase the authority and popularity of your website, as long as these directories are related to our sector (associations, federations, chambers of commerce, etc.) or geographical area (local directories, etc.).
- Generate "back links" - By leaving a comment on an article, intervening in the conversation generated following it, we can contribute our opinion and, at the same time, leave a link to our website, provided that it contributes with relevant and useful information. Otherwise, that content will be considered spam.
As for the purchase of links , Google penalizes payment links and opposes this practice by professionals and companies, since it considers it a "trap" when it comes to showing the classification of results and improving positioning. There are some practices to prevent Google from realizing it, such as using the rel = "nofollow" so that the robot does not track certain links. In this case, each one decides whether to take a risk or not.
Once the links are achieved, it is interesting to monitor the results obtained . For this, there are some tools capable of analyzing our "link building" , such as Backlink Explorer , Seomoz or Screaming Frog . Through them we can know which pages are linking us, which of these links are working and find new opportunities to continue increasing external links.
Finally, the more quality external links we get to our website, the more relevant the search engines will consider it and we will be better positioned in the search results. In addition, the "link building" also provides advantages in terms of measuring the effectiveness of ranking, since through this SEO technique, you can also measure the number of people looking for your website using a specific keyword .
