April 15th, 2010 by Dan

SEO is a multi-pronged concept, but it starts with how the search engines themselves perceive you. Your SEO link building strategies will only work if the search engines themselves have trust in your domain.

Many link building services believe that to achieve a good level of trust, and therefore high search engine rankings, you need to emphasise your deep links, and build them up so they are recognised by Google and the other major search engines. If you do a check of your own site you will probably find that, once you get past the category pages and onto the product URLs, the PageRank will be near enough zero. You want to improve on this.

Why do some pages fare badly in the Google ranking system? Well, the average website has a homepage, category list and sub-categories. After that will be the product pages. Each of these takes you to a new, deeper level. Depending on what is being sold, some of the pages will be at a very deep level indeed; these are the ones that will have a zero page ranking. Even if the homepage has a high Google ranking, it’s unlikely this will be carried down the line into those essential deep-link pages, since the figure gets “diluted” as you travel deeper into the site. This is known as link juice flow.

We could take a site selling mobile phones as an example. Say a customer is looking for a Sony Ericsson mobile with cybershot camera capacity. The site would have a homepage (L1), then a L2 category “camera phones.” After that would be L3 – “Sony camera phones”, and after that further links based on pixels, cost etc. Eventually, the required phone will be found, but it might be on page four or five. The page might well have no recorded page rank number, meaning it probably won’t rank very high in the Google index. This is bad from a search engine optimization point of view, as it means the product probably won’t turn up in searches for it (at least, not on those all-important first and second Google pages).

Thus it can be seen that just because a site’s homepage achieves a high PageRank value, it doesn’t mean searches for your products will be successful. For your search engine optimisation plan to work, you must set up deep link building strategies externally. If links are set up to specific pages in external sites, the pages are much more likely to get into the search engine indexes, and thus get a high ranking on Google searches.

This is why your SEO link building plan should always include social media marketing in the mix. Placing deep links on the right social networking sites can pay dividends, because the search engines record every inbound link to your site as a vote. As the page accrues votes, the search engines adjust the flow of link juice within your site, so more of it is diverted to the page getting the traffic. Your internet marketing plan should always include plenty of external deep links.

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