Digital marketers have known for some time now that strong backlinks can contribute significantly to a website’s visibility on Google. This is because Google’s search engine algorithm uses link popularity as a strong ranking signal among other factors. It’s not very difficult to find a marketer that can get you external links. These may consist of resource pages, podcasts, and guest posts. However, an unfocused or erratic strategy concerning link building will be at best inefficient and at worst unsuccessful. You may have a serious problem if your link-building strategy isn’t yielding the results you want in a world where most people have reliable access to the internet through services like Spectrum internet. Luckily, solving this problem can be as simple as shifting your focus from short-term link-building to long-term link-building. Read on to find out more.
The Problem With Short-Term Link-Building
Generally, a strategy solely focused on bui9lding short-term links is incomplete. Simply because it is not built with long-term goals in mind. A short-term strategy will always lack the depth and focus of a long-term link-building campaign. In other words, the focus shouldn’t just be on building links but building links that work. Your strategies need to focus on sustained and consistent long-term growth instead of a short-term spike that will die out in a few weeks or months.
The problem with short-term link building is that it is usually about staying under Google’s radar. You will see short-term results with low-quality links, such as private blogging, web directories, and shady guest posts. But these will putter out sooner than later. And you will eventually suffer because Google continuously updates and tweaks the algorithm to improve its ability to rank websites and offer relevant results to search queries. In certain cases, once Google catches up to you, you will face:
- A penalty to your website.
- A drop in search engine rankings.
- A sharp decline in web traffic.
Recovering from a Google penalty is far harder than doing things right in the first place. So if you intend to stay in business for 5 years or longer, your strategy needs to broaden its scope to long-term links.
The Best Long-Term Links Are Natural Links
There are plenty of whitehat techniques to build long-term links. There are even more blackhat techniques to do the same. But ultimately, neither prove to be as effective as natural link-building. Many experts believe that this is how link-building should always have been done in the first place. A natural link is a high-quality long-term link for one simple but profound reason: it is not created with the intent of scoring higher ranking on a search engine. Instead, it is based on what you want your intended users to experience.
In other words, instead of a hardcore SEO perspective, you need to evaluate each link from the perspective of your ideal visitor persona. By all means, consider the SEO value the link offers to your website, but offer greater weight to the value the link offers to the person clicking on it. This is a far more organic approach to valuable links, offering many advantages such as:
- Increased traffic and higher-quality leads.
- Better organic visibility in the long-run.
- Improved domain authority.
- Stronger brand presence and impact.
Long-Term Link Building Requires a Broader Strategy
A solidly grounded strategy is more likely to contribute to the success of your long-term link building and SEO goals. Natural link-building is a great place to start, but you will still need to tweak it to the specifics of your business. Remember, your overall goal is to maximize and consistently deliver long-term improvements to traffic, visibility, and domain authority. Building such links will require more than focusing on short-term SEO metrics. You will also need to factor in how the link engages users. SEO in itself is never a standalone marketing strategy. It needs to be cemented with other aspects of digital marketing, including platforms other than a search engine. Here are a few areas to consider:
- Obtain social proof, such as magazine mentions.
- Increase your social media following.
- Use different platforms to increase overall website traffic.
- Increase the frequency of your website and social media posts.
- Invest in better and richer content.
- Work on finding brand visibility opportunities, such as influencer marketing.
- Use incentives such as discounts to drive referrals.
Leveraging your natural links against these aspects offers a better chance of long-term success. In any case, they will broaden the focus of your digital marketing efforts instead of restricting them to website SEO.