Advertisements

Link Building the New Cross Promotion

26 03 2009

For twenty years or more the marketing industry has been obsessed with the idea of integration.  The nature of the internet is such that if we don’t integrate our online communications may for ever languish in some digital backwater.  

The idea of a link or hyperlink is central to the concept of the world wide web.  If we want to increase traffic to our online content then we need to find ways of creating links that will take people to it.  You need to understand how links work and build linking strategies into your digital PR programmes.  You can if you choose, work with specialists in this area, but if budgets don’t allow there are some basics that you can learn and should implement. 

Unless you have used a search engine, following a link is one of the most common ways to find new content on the web.  A link suggests authority not just in the Technorati sense but in the literal sense.  If a site you trust offers to lead you somewhere for more information you are more likely to have a look.   Link building is about quantity, but for this reason it is also clearly about quality.  Links also elevate your Google rankings. Search engines give sites with good genuine links a higher ranking. 

In many senses the social web is about community and by having links to other places you are playing your part in the community. Effective and appropriate linking can make you part of a powerful network.

Advertisements

Actions

Information

2 responses

26 03 2009
Jeremy

Great post. I’ve worked with PR firms in the past who did not realize how valuable links were to my website. The challenge I had is that they wanted to pitch the top tier news sites like USA Today, when I would have been perfectly happy with 10 links in smaller publications or blogs. If organic (unpaid) search drives a large amount of a client’s business, it would be very wise for a PR firm to focus their efforts on getting coverage in places that will result in links.

1 02 2012
Kevin@Plank Exercise

I have paid for a servise to register with directores and articles and social networks; but haven’t seen much results. when i review and comment on my own to various rated PR blogs it seems more effective.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




%d bloggers like this: