Link building is getting hyperlinks from other websites that point to yours. By doing so, you create a sort of digital spider web that search engines can use to crawl the internet.
Search engines assign a value to these links. This is why you need links from high quality websites and domains. This creates relationships between your page and other relevant pages on the web in the process.
Make it your goal to get high web rankings for your small business goods and services. So your website appears ahead of the competition when people search.
Small Business Trends interviewed Moz Principal Researcher Russ Jones to find out how small businesses should use this digital marketing tool. Jones also explained why small businesses should never buy inbound links.
He started by explaining how the immediacy of the online world comes into play.
“The average Google search session lasts less than a minute, which means searchers don’t spend a lot of time looking for the best restaurant, IT department, or car dealership — they’re looking for the fastest results,” Jones explained. .
“This means that while you may have the best car dealership in a given area, if you don’t rank well in search engine results, people probably won’t find you.”
Link building falls under the banner of what is commonly referred to as search engine optimization (SEO). The State of Local SEO indicates that well over half (64%) of marketers said Google was pretty much the de facto “home page” for their small business clients. But nearly 20% of small business in-house marketers admitted they don’t fully utilize SEO. Moz recently released The State of Local SEO to highlight some of these issues.
Websites need inbound links to be found online. But to avoid emails that small businesses get promising inbound links from high domain authority websites? You should never buy inbound links from companies in this industry?
The problem with buying inbound links
Jones explains how search engines began to understand the game of buying and selling links. Small businesses can hire some of these companies to provide inbound links. But the links often turn out to be from low-quality sites that offer little value to people searching the Internet. So, small businesses can buy a huge volume of inbound links without getting good ranking results.
Jones explains the spiraling negative consequences of getting caught using this system.
“Search engines have developed algorithms to identify sites that have a high number of inbound links from websites that act, essentially, as link warehouses and nothing else,” he says. “Search engines then devalue the website in question, assuming that it is also a low quality website that is likely to produce low quality results for users. This means that small business owners can spend money to get poorer search results.”
What small businesses should do instead
This does not mean that small businesses should stay away from all link building or SEO. But consider a few alternatives to buying links. Also consider what is commonly referred to as White Hat SEO practices.
“Small businesses can use a wide range of tactics to improve their search engine rankings: examine SEO best practiceslaunch a link building countrysideand examining the factors that influence a website’s ability to rank for local searchessays Jones. He adds that the whole task can seem overwhelming. But you can get a variety of reports and guides through Moz to get started.
Beyond Domain Authority
Jones says small businesses need to look beyond simple domain authority. They should view authority as a comparative metric.
Small businesses should instead look at other metrics like page authority, rankings, and click-through rate. And the internet marketers who work for them have to do it too. But other important factors to consider include keyword metrics. Think about the difficulty and volume of the ones you choose.