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Link Earning in SEO

Gone are the days when you could build links by submitting a page or site to a bunch of directories or hammering out 300 words to dump on an article site. Modern link building is all about making others aware of your content so they will link to it because it is exceptional ... except they will only do that if you've got something extra special worth linking to.

So you are faced with two questions:

  • How do you know if your content is exceptional? - this isn't as obvious as it sounds but I'll come to it in a moment.
  • If you have little or no traffic how can you earn links when no one is aware of your exceptional content?

Exceptional content exceptionally presented

People often talk about 'exceptional content' but they rarely talk about 'exceptionally presented exceptional content' which is actually what it is all about. I'm often approached by clients who do have exceptional content but it isn't earning links simply because it isn't exceptionally presented.

You can have excellent content but if it comes across dull as dishwater and sends the visitor into a sem-coma it is not going to bring you any links.

Here are some points to consider

  • Website design - if your pages look like something from the 1990s users aren't going to be confident that your content is up to date.
  • Mobile friendly - people create links from all sorts of devices but they want to link to content that is readable on that device.
  • Font size, font family, line height, paragraph length and paragraph spacing - make sure your text is easy to read, have a look at news websites or your competition which ranks above you.
  • Infographics - can your content be changed into a graphic that is easier to digest and more attractive to share?
  • Images - because pictures speak a thousand words .... very quickly. Especially true for 'how to' articles
  • Videos - has someone made a video that explains part of your content or backs up what you are saying. If so use it, if not make one.

Almost everything in that list is time consuming but once it is done, it is done. The exceptional content you have made that is then exceptionally presented will last for years and keep people linking to it - today, tomorrow, next month, next year.

And a couple of myths to blow out the window:

  • It doesn't have to be fresh - freshness has nothing to do with it (with the exception of news sites!), it has to be useful.
  • It doesn't have to be original - but if it isn't the way it is presented has to be.

Market your content

If you don't have established traffic wouldn't it be great if someone accidently stumbled across your work and 5 minutes later it went viral. Certainly would but seldom happens. You are going to have to tell people about your content ... and that's content marketing, the modern equivalent of link building.

There are a vast array of options at your disposal to make this happpen. If you have content that deserves links then it is time to start link building.

I'm Tim Hill, a Search Engine Optimisation and Online Marketing specialist. I created this site to help others understand that SEO is not a mysterious black art!.

If your a newbie try the Getting Started in SEO page, otherwise feel free to dig around and learn more.

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