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Building, planning and executing high performance link campaigns While there are many new signals that search engines are beginning to use for how they rank websites, the core of the algorithm, your link profile, remains. So links are important, that much is clear, and we all know there’s plenty of link providers out there these days, but what’s not so easy to do is to find someone with our level of experience to handle the research, planning and implementation of your link campaign. The Risks A poorly planned and implemented link campaign can not only reduce the effectiveness of the campaign, but it can also result in your site being banned by the search engines – think J.C Penny, OverStock.com, Forbes, even Google Chrome – have all been slapped with manual penalties for paid links. In some cases, search engines can detect extreme changes to a link profile automatically, or more commonly, if a competitor completes a spam report and someone manually reviews your link profile. This is why having someone that knows what they are doing is so important. Planning and implementation is critical, as is making sure you are aware of what’s going on with your link campaign. Being in the dark is just asking for trouble. Important Link Factors There are a number of extremely important aspects to link building - these include:
Anchor text – this is the actual text used for the link. The most important factor in the safety of your campaign, you’ll need to use a healthy variation of anchor text including keyword rich, brand, model number, domain and other variations to keep it looking natural. Topical theme of the linking site – is the site linking to you related? The more related it is the better the impact of the link. Quality of the linking site – take a look at the site doing the linking – does it actually have content, is it even in the Google index, or is it just a site designed for the sole purpose of linking? Link location – where is the link on the site? Is it in the footer, right or left rail, header where it can create an unusually high quantity of links, or is it in the body of the page surrounded by unique content? Link REL – are all your links followed? Part of the planning process, we ensure that your campaign has a percentage of links set to no-follow as having all your links followed creates an unnatural foot print. Type of link – are all your links coming from sites that are known link sellers? I.E. from Sponsored or Advertiser sections? Do your links look paid? Are they crappy directory style links? Are they coming from .edu or .gov sites? Landing pages – where do the links point? Are they all pointing at one page, or do you have each target keyword split across several pages? What about your social channels, have you incorporated this into your campaign? Why Web Marketing Toronto? All of these factors are what makes the planning and implementation stages of link building so important. You can’t just slap up a couple hundred links without knowing that you’re taking a huge risk. This is why it’s so important that you’re always aware of exactly what’s being done with your link profile. Google won’t care that you hired some SEO firm to help with your search marketing, and your site will still be de-indexed. We provide our plan to our clients in advance each month so they know exactly what we’re recommending – then when the links are live, we provide a final report showing the URL’s of each link. You’re paying us not so much for the links themselves, but for the experience we have to safely build links for your site - the right way, the only way, and when combined with our SEO service packages, will drive your site to the top every time. Learn more about link building on our SEO Blog.
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