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.