June 22nd, 2010 by Susie

We all know how important links are within our web optimisation. Without links nobody would be able to get to your website, let alone navigate around it. Building basic links is something which most companies can do themselves; however, creating a full spectrum of link building strategies is something different altogether. The strength of your links can make a vast amount of difference to your website effectiveness, and can have a dramatic effect on the amount of traffic being driven to your website. If you do not feel that you are getting the most out of your links, then it may be worth looking at companies offering external link building services to help you get back on track.

Primary links are those which take you straight to your web landing pages. These will be found in search engine results pages (SERP’s), on company literature or email signatures and e-newsletters. Secondary links are found within other websites and blogs. Also referred to as backlinks, these are very effective as they are often thought to be recommended by another site, and if that other site is a particularly trusted source then this in turn has a positive effect on your web pages.

Another thing that an external company can help you with is creating links within blogs, news pages or forums. Some of this will come under social marketing but incorporating your links into a relaxed and conversational environment is a good way of provoking interest in your site and encouraging new users to your web pages. Links backed up with blogs or articles are also a little more robust, as the reader has already been provided with some background information and are obviously interested in what you have to offer, otherwise they would not be reading it in the first place.

The key to getting backlinks from other websites is by creating fresh and relevant content which other websites want to publish. Being the first to post information on a certain subject, or being able to break a news story is a sure fire way of getting your web pages out there. Descriptive and informative press releases in particular will usually result in other websites posting a short piece of copy or synopsis on your story, and then simply providing a link to your site where the original story can be read.

The other thing that link building services can help with is your website’s internal linking. A very common mistake within website design is for various links to other pages within your site to be present on a homepage, but then a poor link navigation facility on the other internal pages. This results in users getting lost within your site and not being able to return to the homepage, or the previous page they were looking at. This can often result in a user giving up on your site altogether, and reverting back to their home page or search results, and probably never returning to your site in the future.

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