You’ll often hear experts say that SEO is all about content, and in some ways, this is true. Content development is a huge part of any strong SEO strategy. But just because you have your content strategy perfected doesn’t mean you can just sit back and forget the other critical elements of search engine optimization. In particular, you don’t want to forget about the importance of backlinks.
It’s easy to ignore backlinks; after all, it’s easier to craft your own content than to devote countless hours acquiring quality backlinks. In addition, there are a vast number of misconceptions about backlinks and their value. We’d like to clear up those misconceptions and open your eyes to why a finely tuned backlink strategy is a key layer of the SEO cake. Don’t miss out on the excellent returns good backlinks can get you – read on to find out why they matter.
Chances are, you’ve heard the term “link building” being used to describe the process of obtaining backlinks. Nowadays, however, the expression “link earning” has been positioned by experts to take its place. This is because link building had garnered a somewhat negative connotation due to the misinterpretation of what it entails.
Off the bat, you should know that the quality of links matter more than the quantity. In addition, buying links – or in any way forcing their acquisition – is counterproductive. Links should be naturally earned in order for them to provide any value to your website. Remember, SEO is not about shortcuts – any positive results rely heavily on the time and effort you invest in creating a quality website. Of course, some outreach is good; it’s totally acceptable to get in touch with other organizations and see if they are willing to link to you for good reason. But these links should not be paid for or otherwise incentivized.
Link juice is SEO jargon used to describe the power or authority delivered to a website via a backlink. In SEO theory, backlinks from authority websites can be interpreted by search engines as endorsements of your website and organization. As a result, your site’s perceived value by search engines increases.
However, it’s important to note that not every backlink is beneficial. Backlinks should ideally come from sites that are credible, have good domain authority, and are relevant to your business. In other words, soliciting a backlink from your cousin’s baseball blog is probably not going to do much for your SEO strategy. If your site is connected with Google’s Search Console feature, you can easily perform a backlink audit by viewing which sites currently link to yours. If you notice any that seem spammy or harmful, reach out to the owner of the site providing the link and respectfully ask them to remove it.
To summarize, in order to reap the benefits of backlinks and receive “link juice” or authority from the source, the sites linking to you must be well-regarded by search engines. In order to attract these kinds of links, your site should aim for high quality and informational value in all its content.
It can sometimes be tough to objectively measure your progress in the world of SEO. Sure, you can track your organic traffic, bounce rate, and more; but in order to paint a fuller picture of how you’re performing, you need to look at all the metrics you can get. Backlinks can actually be a great indicator of how your site’s quality is improving.
If authoritative, search engine-friendly websites are willing to include a link to your page, this is a good sign that you’re on the right track. Most industry leaders will not want to link to a website that goes against SEO best practices for fear that this will reflect badly on them. So, if your backlink profile goes from sparse and spammy to abundant and high-caliber over a course of time, you’ll know you’re doing something right.
Link earning is no quick fix solution to all your SEO shortcomings. While this may sound like a negative thing, it’s actually a very good sign. One way to tell if an initiative is a worthy addition to your SEO strategy is by gleaning how much time it takes to yield results. If you’re being promised an instant boost to #1 in the search engine results pages, chances are you’re being duped. The most valuable optimization undertakings require time, so if something requires significant dedication and effort – as link earning does – it often means it’ll pay off in the long run.
Ready to talk about earning exceptional backlinks? Learn more about our Toronto SEO services to get a free SEO consultation today!