Link building is a fundamental part of a Search Engine Optimisation campaign. Even with an abundance of content Google want to see authority and trustworthiness, which even the world’s best writers could not provide with written information or news on your website.
This means a laborious process of link building must take place. Although highly achievable, it is a laborious process that requires knowledge of linking that is hard to achieve if not done by an experienced search expert. People are therefore inclined to focus more on content at link building’s expense.
Good content become Google’s top priority in 2011 as demonstrated with the Panda update amongst other initiatives they took to encourage or subtly threaten community managers to produce. This was a long needed approach to battle spam websites who ranked highly on Google through hundreds of badly written short articles. The quality of content has risen dramatically in the last 18 months.
However, there a few people out there who have been writing amazing content for a while. They have not been doing this to please Google or even to entice readers (albeit an added bonus). They know the art of link baiting, which although takes place rarely, can dramatically transform a website from being hidden in the void to a serious contender for first page rankings on Google.
A few years back, British flooring company once wrote a fascinating article detailing the mahogany floorboards used in a 17th century mansion. It was entirely geared towards readability and although it contained important keywords, produced a much more interesting result. The Wall Street Journal website used this content piece as a reference in one of their own articles.
This was the jackpot. Imagine a family ran bakers being told that they were to provide Tesco with their entire bread range. It had the same effect. No longer skulking around on the second or third page on Google, suddenly they rose to prominence and for valuable search terms too. Google recognized the authority of such a link and consequently ranked the flooring website highly.
Simply put, link baiting is the art of writing extremely informative and well written unique content that typically attracts references from news websites. Ask anyone in the UK which website ranks the best for the widest variety of search terms to which the answer will always be the BBC. They need to source information from somewhere and will scour the internet until they find it. Good content will attract these journalists who will carefully pick a good source, which in will shower this website’s content provider with incredibly high authority and rankings. Don’t forget that good content is what people want to read, which helps to increase dwell times too.
For well written content that will entice readers and attract link baiting, please contact us to discuss our content provision services.
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With users tearing through websites at a lightning fast pace, it's essential that you grab their attention and get them to take action. A website's number one priority is earning your business more money, and the two key ways of doing this are by a) selling them something directly, or b) getting qualified leads.
The way you strucuture your website, in terms of design, content and structure, should always focus around this key principle: websites work when there are strong calls to action in place.
And sometimes, the strongest call to action is to simply tell someone what to do. Whether it's to "buy now", "order a sample", or "get us to call you" the more prominently placed your calls to action are, the more likely people are to respond to them.
Make them stand out, surround them with a red background, use bold fonts and typefaces, or imagery to draw the eye. And be direct in your writing. Telling users what you want them to do yields results, as proven in this excellent article by Dustin Curtis.
And on that note, you should follow me on twitter here: @alphawavemedia
Local Business Accelerators is an initiative set up in October 2011 by the Government, entrepreneurs and nationwide press to help new and growing companies across the country. The £15,000,000 initiative aims to provide some 1,500 companies throughout the UK with local newspaper advertising and mentoring. The campaign is spearheaded by renowned dragon Deborah Meaden who will personally mentor one of the winners.
We are delighted to be selected as a finalist in the top 10 for Sussex and are the only online marketing agency in Sussex to have reached this stage. Winners in each country are to be announced in January 2012.