For a website to be a successful marketing tool it must be:
- Relevant (On-page SEO): how relevant is your website for a given search term
- Popular (Off-page SEO): how popular is your web site with respect to the given search term
Off Page SEO (popularity) the process of optimizing your web pages outside (Off-Page) your website by connecting other websites to your sites using specific, keyword, based language. As discussed above, there is a transparent metric to determine the strength of a website’s off-page SEO and that is the Domain Authority. Link building is key to an improved SEO performance.
In the graphic below the Domain Authority and the Primary Domain Authority metrics of links and linked websites are detailed side-by-side for two different websites (whose names will remain anonymous to protect the respective businesses). The website on the left has a Domain Authority of 36 which is significantly larger than the website on the right. This means that if both were equally relevant, then the website on the left will always rank higher in the search engine results. The primary driver of the Domain Authority is the number of connected root domains and the total links from those domains, in the examples below you can clearly see that the site on the left has a significantly higher number of linked websites and links from those sites.
Seldom thought is to given to this aspect of search engine optimization yet it is often more important than the relevance of the site because you can have a 100% SEO relevant website but if the Domain Authority is very low then the website will have a poor search engine performance.
The very first step in the process is to understand how your website compares to your competitors, and this can be easily reviewed by using Open Source Explorer.
From this report you will :
- Understand the competitive landscape in your space
- Develop a clear understanding of your web site’s link performance and Domain Authority*
- Develop link building strategies
*(Domain Authority is a score (on a 100-point scale) developed by Moz.com that predicts how well a website will rank on search engines. If your competitors have a higher Domain Authority metric and if all things are equal in the way each website/webpage is designed, your competitor will always rank higher than you.
This metric is calculated by combining all other link metrics—linking root domains, number of total links, etc.—into a single score.)
Link building, although extremely beneficial, can be time consuming. Web Strategic Marketing will develop a time-phased strategy with the initial phase being the ‘low hanging fruit’ of the link building world, examples of actions that would be undertaken in the initial phase are detailed below:
- RSS Directories
- Free Directories
- Paid Directories
- Article/PR Directories
- Blog Directories
Social Profile Links
- Google+ Profile
After the initial link building phase the more advanced phases are
- PR Link Building Phase
- Tracking Competitive Links
- Guest Blog
- Social Media Contest
Forum Marketing (link dropping) – engage in dialog in forums/discussion boards