Building Off-Page SEO Using Inbound Links
As marketers, building up search engine optimization (SEO) is always top of mind (at least it should be). While there are many great on-page SEO tactics, there are also other off-page SEO techniques you can take advantage of to use to build your search rankings. The most common of these is known as “inbound links.”
Inbound links are essentially links to your site on other business’ websites. You have no control of when or why this will happen, but when it does, Google takes notice. Another site may feature some page content of yours that their visitors might find useful, or they may feature a blog post or article that your business published.
These inbound links improve your website’s visibility and ranking on search engine result pages. Google gives high value to the number of inbound links that site has when determining its authority. This overall authority is based on not only the content that you have on your page but the authority of the linking site and the content they have on theirs. This means that if you get a link from a reputable website, the link is assigned greater value than a link from a less reputable site.
Inbound links are another great way to build up your SEO rankings via Google. One of the most effective ways to build this authority is to create amazing content for your best customers, your buyer personas. Another is to leverage the relationships you have with publications, partner companies, etc. Overall, focus on creating a hub of helpful and interesting information. “If you build it, they will come.”