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In B2B SEO, Any Backlink Isn’t Necessarily a Good Backlink

Backlinks are the dinner bell that draws site visitors in.

If you read any SEO websites on a regular basis (not that you have to, that’s one of the things we do for you), but, if you do read any SEO sites or newsletters, you’ll notice that there are often two camps – “Content is what counts!” vs. “Backlinks are obligatory!”

In the end, really, both camps are correct: Good, strong content, properly optimized for both search engines and site visitors, sets the table for a successful website.

But you’re not going to get the gang around the table, gobbling all the good things you’ve set out for them, without backlinks.


Backlinks – links from other websites back to yours – are the dinner bell and yummy smells that draw site visitors in and keep your website viable.

However, like food smells, not all backlinks are created equal. Just as a plate of cold cuts won’t entice noses to the table like a pile of hot-off-the-grill burgers would, some backlinks really do bolster your website’s search engine performance, and some don’t.

Current B2B SEO research shows that good backlinks share a lot of the same characteristics, including:

The age of the domain that provides the link– websites with older domain names are usually considered to have more authority than new sites, so a link from a long-standing website in your industry generally has more worth than a link from a new, relatively unknown website.

The authority of the page and domain that provide the link– “authority” is a generally accepted term meaning a site is relevant and trusted for specific topics. This works hand in hand with the age of the domain – the most valuable links come from the oldest websites that are considered authoritative in your industry. A link from a 15-year-old website that writes specifically about your market normally is more worthwhile than a link from a 20-year-old site that doesn’t have anything to do with your field.

The link’s location– a link from an authoritative website’s home page is worth more than a link from a page deeper within the site; a link in the content of a page is more valuable than a link automatically added to a list of links along the bottom of a page; a link toward the beginning of the content on a page has more power than a link at the end of the content.

The wording of a link– also called “anchor text.” Links that contain your keywords generally are more worthwhile than those that contain terms like “click here” or “website”.

The wording around the link-- search engines actually do pay attention to the context of backlinks. A link in a sentence like “B2B SEO companies that provide optimized content and a comprehensive off-page linking program – like industrial marketer Pilot Fish – offer the best value for a manufacturer’s marketing dollar” gives the search engines more useful information and is more worthwhile than a link in a sentence like “Pilot Fish is good to work with.”

Back to our dinner-table analogy: Being able to tell the difference between a good backlink and a not-so-great backlink requires skill and knowledge just as telling the difference between ripe and unripe cantaloupes does.

 If you want to ensure your SEO table is set with the freshest, most enticing fare, you want the help of a company that understands content writing and link building. Contact Pilot Fish today for the assistance you need or call 330-666-5164, ext. 2102.

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The Time for Responsive Web Design is Now

You may delay,
but time will not.”
– Ben Franklin

Technology does not move in reverse. So, if you still haven’t made the transition to responsive web design, now is the time. Even if you are happy with your current website design, responsive design is imperative by today’s standards. You can stick with the same look and feel, but your site will have to be modified to work under a new grid structure.

Here are some reasons you shouldn’t wait any longer to make the transition:

  • Google prefers responsive design. Your SEO results could, and probably will, suffer without it. 
  • Mobile users are still continuing to grow in number. Device flexibility will give your site a much larger audience.
  • Mobile users have grown to expect responsive sites and can lose patience with sites that are not. They could give up and look to your competitors instead.
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The 1 Big Reason You Should Care About B2B SEO

The objective is to ... ensure your company’s success, today and for the foreseeable future

Pilot Fish has posted a number of blogs recently about how to ensure SEO success and how to stay relevant in today’s industrial marketing landscape, but there’s one key topic we haven’t touched on:

Why should you care?

And there’s only one real answer to that question:

Because you want to make money.

There’s always a lot of talk about B2B SEO this or search engine rankings that, and it’s easy to lose sight of our final destination on this sometimes crazy journey of industrial marketing.

The end game isn’t just to rank well on the search engines. It isn’t to line up a row of shiny B2B SEO trophies on your mantel. It isn’t even to say “nanny nanny boo-boo” to your competitors whose websites don’t rank as well as yours (although that is fun).

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Internet Changes Challenge Sites to be Better

If you are not adhering to best practices or if your site is not up to date on the latest requirements, then your site will be penalized.

 “The Only Thing That Is Constant Is Change” - Heraclitus


Well, isn’t that the truth? When looking back over the years, change has certainly been the only constant in every aspect of the web and Internet marketing. Not only has there been continuous change in appearance, technology, SEO practices and device platforms, but many of these developments have happened relatively quickly.  

Sometimes, keeping up with these changes can become overwhelming because successful Internet marketing is such a moving target, which often leads to additional costs and time investments. But, one thing that has been proven over time is that through all of this change, good things have happened. Internet marketing has evolved for the better and has become an invaluable and necessary tool for conducting business.

So, what are some of these changes? What are the benefits? And, why is it so important to embrace change?

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Avoid These 12 Mistakes to Ensure B2B SEO Success for Your Company

All too often, web site owners are their own worst enemies when it comes to SEO

Last week’s blog post related an incident when a client pointed out a minor fluctuation in its rankings for a specific search term and asked “Who’s beating us?”

In that instance, the answer was “Nobody’s beating you.”

But … honestly … sometimes the answer is “You’re beating you.”

All too often, web site owners are their own worst enemies when it comes to SEO and lead generation.  A site owner’s inaction and poor decisions can hurt search rankings much more than any competitor’s aggressive SEO plan.

Here are the top mistakes to avoid so you can become your company’s SEO hero – not its downfall.

Discounting the importance of a corporate web site or Internet marketing in general. Gone, gone, gone are the days when a good print ad and a hearty handshake would gain your company new customers. As documented in previous blog posts, today’s industrial buyers rely on vendors’ web sites to provide the information they need to make critical purchase decisions.

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4 questions that will show whether your B2B SEO is doomed to fail

Trying to get a site to move one or two positions up in the search results for a specific term can be a daunting task.

Recently, a B2B SEO client wrote us with this concern: “I just saw that we’re now at No. 2 on Google for [a specific keyword] instead of our usual No. 1 position. Who’s beating us?”

The answer, very simply, is: “There might not be anybody beating you.”

A recent change of one or two positions likely doesn’t signify any serious flaw in a comprehensive B2B SEO program. Fluctuations – big or small – frequently aren’t a sign of imminent doom. They’re the result of any number of experiments the search engines run on a regular basis. Movements up or down one morning could easily be reversed the next day or even that afternoon.

It’s easiest to assess changes in search engine rankings if you have a historical record to compare the changes against. A good analytics package (like those offered for free by Google and Bing) and a good B2B SEO company to help analyze the data are the strongest foundation for creating that record.

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