Attention. Links. Really, that’s it.
Regardless of how Google adds to and changes its increasingly complex sets of algorithms for calculating where and how it should rank webpages, at its core is still PageRank. Not the browser toolbar plug-in, actual PageRank, invented by Larry Page and Sergey Brin (Google founders) back in the 90s.
PageRank is still at the core of how Google calculates website rankings, and PageRank relies on links. Links from external websites pointing to yours as individual votes of confidence in what you are doing, what you are about and what you are publishing on-line.
Without links from external websites you will not rank for your key terms, regardless of how well optimised your website is from a technical point of view, and regardless of how good your content may be. Without links, you are dead in the water.
So how do we go about acquiring links? Answer; we produce great content and outreach it. Simple. Well sort of.
Back in yesteryear, there were a lot of shady practices going on vis a vis link building. With the advent of algorithmic solutions (from Google) like ‘Penguin’ (an automatic quality filter that Google applies to links coming from spurious websites) we have seen the effectiveness of these practices reduce to a level where it is no longer profitable to carry them out (not that we ever did!). In its place, we now have more of what Google originally intended; quality content that is linked to because it is high quality, relevant and so on. Hmmm…
However, this utopian scenario is not exactly how it plays out. In reality there is a huge amount of content splurged on to the internet on a daily basis. The idea that quality content will magically be found in amongst all the noise by relevant websites who will diligently write about your content and link to your website out of the goodness in their hearts is a total fallacy and belongs in the Google book of fairy tales.
To generate attention and links, content needs to be both relevant to your target market and resonant amongst a broader ‘content’ audience. It needs to be crafted in a way that is ‘sticky’, and it then needs to be marketed out in a way that ensures coverage. This is what we do for our clients.
The rate of improvement (in terms of increased search engine rankings and organic traffic) depends on:
During the consultation period at the start of the campaign, we will scope out the appropriate level of activity that we believe will deliver you the results you are after. This is where budget comes in to play. Quite simply, more budget equates to more link building activity. It just depends on what amount and what velocity you need to dominate your market.