This is a guest article by Ruben Corbo
Once you have built a search engine optimized (SEO) website, your focus should turn to link building. By building links into your website from other sites you will increase your site’s visibility, PageRank, and SEO. Every link you build has the potential to feed new traffic to your site while increasing your credibility with the search engines.
Link Building Increases Site Visibility
Each link into your site is another opportunity for someone to discover your website for the first time, and so it stands to reason that each link increases your site’s visibility. Each inbound link is also another route a search engine spider might travel to happen upon one of your pages when crawling the web, making your site more visible to the search engines.
One great way you can increase your site’s visibility with a target audience is by placing guest posts on authority blogs in your industry. Most guest posts allow you at least one link back to your website in the biography or resource box of your post. Some will even permit you to place more links within your article if the links are relevant and add value. Guest posts allow you to piggyback on the popularity of industry-leading blogs and place your links where a lot of targeted readers will see them.
Link Building Drives Traffic to Your Site
Of course, some of those people seeing your links on other blogs, websites, and forums are going to follow those links to see what you have to offer on your web pages. The more inbound links you have, the more traffic those links will be able to send to your blog or website.
When your links start sending considerable traffic, you will have visitors you can track to learn more about the way your audience responds to your web pages. More traffic means you can gather statistically relevant data from your split tests sooner, allowing you to update your copy and web design for more efficient conversions. And more traffic will lead to more conversions if you are able to attract your target audience and create landing pages that convert.
Link Building Improves Your Site’s PageRank
Search engine bots do not comprehend the text on web pages. They have to rely on human behavior to assess the value of the words on your pages for human readers. Google has developed PageRank as a measure of the confidence it has in a website’s value based on the number of inbound links a website has and the quality of those links.
Google assigns the most weight to inbound links from websites on domains that end in .edu and .gov. Major media sites and Wikipedia also rank well with Google’s PageRank algorithm. However, even when you cannot build links from those sites, you can building a network across related blogs in your industry and developing your PageRank over time.
Link Building Boosts Your Site’s SEO
In the end, every benefit you get from building links into your site–increased PageRank, traffic, and visibility–contributes to boosting your site’s search engine optimization and improving the chance that your pages will rank high on search engine results pages (SERPs). Smart link building is simply the best way to establish your site as an authority in your industry.
In 2012, Google has become much stricter about link farms and spammy inbound link relationships. Some websites have found their pages suppressed in the SERPs or even completely banned from the search engine entirely. This is a response to low-quality, repetitive nonsense websites that managed to trick the search engines into promoting pages that have no value for human readers and make searchers and competitors angry with Google.
Link building requires a professional strategy that begins with an understanding of your ideal customer’s needs and desires and then proceeds to create content that resonates with your audience. Disseminating that content through your site and your link building network will increase site visibility, drive more traffic, and boost your PageRank, all leading to improved site SEO and more online sales and conversions.
Author Bio: Ruben Corbo is a writer for the website The Search Labs a global provider of link building, on-site SEO, and competitor link analysis services.