You may or may not have heard of content marketing, but that doesn’t matter. Basically content marketing (roughly speaking) is associated with everything you post on your website, and it is used to not only add great value to people who browse your website, but it is also used to attract attention from other websites (in the form of links and social media shares, likes, and discussions etc.).
Links to your website from other people’s websites, and in particular other websites that are related to your subject area or very well established and respected websites help Google (and other search engines) find out that your website is a good quality website, and that your website is definitely related to a particular subject.
Think of links as votes of confidence, votes from other people to say that they think your website and content is good, and they think so highly of you that they refer to (link to) you from their websites. They are effectively telling their website visitors to check you out, which is great. Google thinks so too and the more good quality links you get the better. I say good quality links here, because there are methods (known as black hat) to attract links to your website. It is possible to set up other free blogs and create artificial links to your website, or you can pay people in exchange for a link (these sites normally have nothing to do with your website subject and shell out hundreds of links all over the web).
Google isn’t stupid, and it is getting smarter every day. It updates its ranking algorithm (something that it uses to determine how good websites are and what topics they are related to) all the time, and websites that used to rank well using dodgy linking tactics are falling like stones in search results, and often they are completely ignored by Google. Don’t artificially generate or buy links back to your website, it’s a bad idea.
What can you do though to get links?
Simple answer – have a great website that offers great information around a chosen topic. You need to reach people so they first know about your website, and then hopefully they will check it out and refer to you in some way. If you have customers online maybe some of these can mention you on their websites or on review websites, but perhaps a better solution is to be a bit more pro-active.
People are searching the web all the time for useful information, and also in today’s culture of social media people love to share and chat about stuff they see and read on the internet. So, you want create something that people search for, find, and then share around and discuss. Someone will love your work so much that they’ll link to you, or at least share socially, which can have benefits to your overall SEO appeal.
Content marketing means creating and sharing free information that attracts visitors to your website, so it therefore needs to be of value and also it needs to attract their attention. Also, over time you will produce more and more great content around a particular subject, and by its very nature you become a trusted and authoritative figure. This then means when people visit your website they will already trust you and your products, and thus they are more likely to buy what you are selling, whether that be a product or a service.
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