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.





Seeing the Wood for the Trees

11 12 2008

It can be hard to find the bits of the web that will be of interest to us and avoid the myriad of backwaters and blind alleys.  Too often it is difficult to see the wood for the trees.  

The front page rankings on any Google search give us a pretty good idea of sites that are relevant but search can be a fairly blunt instrument.  We PR people need to know more and a site’s popularity is only one measure.  We also need to focus on the concept of ‘authority’.  Broadly authority on the web is the same as  authority elsewhere but on the web it can be measured.  A very good example of this is via Technorati one of the most widely recognised ways of measuring ‘citizen media’.

Technorati.com includes the Technorati Authority number for blogs.  This means the number of blogs linking to a site in the previous six months; the bigger the number, the greater the authority.  The Technorati Top 100 lists the blogs with the most authority.   Create content that is interesting and other bloggers are more likely to link to your blog thereby increasing your authority.    

There are lots of other guides to influential blogs for example the AdAge Power 150 lists the most influential media and marketing blogs.








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