Most online companies are now aware that link building is an absolutely vital part of an online advertising campaign. Gaining good quality links on websites, that link back to your own website, serves a number of purposes. The particular area which a company chooses to focus on will depend on what it’s online advertising goals are and what it negotiates with it’s digital agency.

Here are five different types of link building and the reasons for employing them:

TO GAIN MORE TRAFFIC

Your aim may simply be to gain more visits to your site from internet users. The best way to do this is to research other sites, which are relevant to, or compliment, your own site and which are already receiving a decent amount of traffic. There are a number of online tools and services which can assist in this research such as Google AdPlanner or Compete.

By placing links on these sites, you are increasing the chance of receiving visits to your site by potential customers of the right type – almost like an online referral. For this type of linking a mixture of free, paid, dofollow and nofollow links can be used.

TO BOOST SEARCH ENGINE RANKINGS

The aim here is to increase your site’s performance within search results for specific keywords and the main job of an SEO agency. For example, if Statusmedia wishes to rank highly for “link building service” the links would be placed using link building service as the anchor text.

The links need to be dofollow and can be placed on blogs, directory submissions, signatures on forum posts, publishing press release articles and gaining organic links on relevant external sites.

TO BOOST PAGERANK

PageRank is widely regarded as one of the best ways to gauge a website’s importance to Google. PageRanking runs on a scale of one to ten, ten being the highest. It is gained by having links to your site from external sites, and the higher the PageRank of the site where your link is placed, the more it contributes to increasing your site’s PageRank. “Link Juice” is a term commonly used to describe the feeding of PageRank from one site to another.

Online tools like SEO Quake let you view site’s PageRank and help identify which sites may be best to try to gain links from.

TO IMPROVE YOUR ONLINE REPUTATION

It may be important for you to simply boost your company’s profile online or to bolster your reputation as a serious business. The placement of links in this case, will centre around using your name or company name as the anchor text, and linking to various parts of your online presence such as social media profiles and blogs as well as your main website.

The links themselves could be placed within your own website linking, for example, to your Facebook profile or Twitter stream, or linking from any one of these components to another. The overall aim is to bring as much positive information about your business and website to users attention via search results.

TO STRENGTHEN YOUR BACKLINKS

By creating links back to the pages upon which your backlinks are placed, you can strengthen the overall power of your backlinks. Socially bookmarking pages your links are placed on is one simple and effective way of doing this. It encourages the search engine’s crawlers to come back to your site regularly to check for updates, which in turn can increase the frequency with which your page is cached.

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