June 7th, 2010 by Nick

While many individuals, who know a little about SEO, are aware that mass link purchasing is an example of ill-advised activity, conducted by unethical and ineffective link building services, it remains the case that knowledge about what should be done is a bit sketchy in some cases. Although it is vital to bear in mind that what works for one site may be ineffective for another, sustainable link building strategy is nevertheless an area of study that can repay careful study. It makes sense for clients of SEO services to learn about this fascinating topic.

It is commonplace to reiterate that quality counts more than quantity when it comes to links. It is logical that an association with a high ranking site of credibility and relevance, should be considered as being of greater importance than having a connection with an irrelevant site. However, too often a client can stop thinking at this point, and leave the technicalities to their SEO consultant. Although this can be a very sensible division of labour, it can be useful for a client to take a bit more interest in the different categories of links, which can be attracted by diverse means.

Links to increase PageRank

Although the importance of PageRank is a matter of some considerable degree of controversy, many people do feel strongly about the score their site has. If a link is obtained from a site with an impressive PageRank, then it will help the specific site the SEO strategy is being implemented on in its competitive struggle for a higher PageRank. Boosting these rankings may not matter as much as things like obtaining higher levels of traffic and better conversion rates, but arguably it should not be neglected.

Links to promote a site’s position in the search engine results pages

These types of links are very useful as they aim to get links for specific keywords. Keywords can be contained in anchor text and this can be very effective. For example, if a site is concerned with a creative industry, then the links should be tightly focused on keywords which are of relevance to it. It is possible to generate further interest in the firm by guest blogging, for instance. The aim of this, and similar activities, is to attract links gradually from sites in such a way as to advance up the search engine results pages.

Links that are squarely focused on traffic maximisation

The basic strategy is to get the site under scrutiny on to the pages of sites which are fortunate enough, or rather planned and maintained with sufficient skill, to attract higher traffic volumes on a regular basis. This can be achieved in various ways. The aspiration is that being mentioned on these traffic-heavy sites will get some of that traffic to head in the direction of the site which is being optimised. Posting on a forum, guest blogging and commenting on interesting articles are all worth a shot.

It is worth recalling that some sites should be targeted for link gathering, because they do well in more than one category.

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