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Linkbuild and Boost Ratings — the Right Way

April 24th, 2013 by

content marketing agencyWhen it comes to boosting search engine rankings, there are a few solid theories that are the quickest, most cost-effective methods. Theories range from the amusing to absurd, and are often ineffectual–or worse, unethical.

These practices (known in the online marketing industry as “Black Hat” advertising techniques) may sound appealing, but they can have devastating effects on your campaigns. While there may have been a time that search engines could be manipulated, gaming the system becomes increasingly difficult, with stiffer penalties than ever before.

Consider these Black Hat techniques the renegade outlaws of the online advertising frontiers:

Keyword Stuffing. While it may seem like an easy way to achieve higher ranking, keyword stuffing (or overusing the keywords pertaining to your service or product) is one of the most reliable ways to get dinged by search engines. There are carefully calculated ratios that trigger red flags for engines like Google and Bing, and they won’t waste any time in removing your site from indexes altogether.

Cloaking. Cloaking happens when the pages served to a search engine or spider are different than those served to real, human visitors. This method again attempts to exploit the technical limitations that search engines faced in the past, by delivering “spammy” pages that engines would rank higher. Thanks to increasingly sophisticated algorithms, this is another shady tactic that is sure to be flagged and penalized.

Link Litter or Bait-and-Switch. Flinging links left and right across the web might increase traffic in the short term–however, using irrelevant anchor text (the text that links to your page) creates internet detritus that devalues the online experience for everyone. Especially the advertisers themselves, when this unethical practice is exposed and they are faced with the consequences (Dun dun dun!).

Fortunately, most content marketing agencies are aware of the most viable, ethical ways to boost your search and can design a strategy to make the most of your advertising dollar. Being able to distinguish the difference between these “White Hat” techniques and their shadier counterparts will spare unnecessary heartache, and keeps advertisers empowered.

Use keywords organically. Good content writers know how to incorporate the keywords you need without abusing them. They can even help you find the lesser-used but relevant phrases that will give your business a valuable edge over the competition.

Build Strong Links. Creating links to internal pages signifies rich content in the eyes of search engines. Blogs, multiple pages, and well-designed catalogs can help achieve this.

Create Excellent Content. Writing great articles is one way to increase the quality of inbound links. Search engines value links originating from trusted sources. Just a few of these can dramatically increase your advertising success.

Ultimately, a skilled content marketing agency has no need for unethical practices. They can help boost your search rankings and draw quality traffic–the kind that results in real leads.

It all just goes to prove the old adage: Cheaters never win, and winners never cheat!

Helena L is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.


One Response to “Linkbuild and Boost Ratings — the Right Way”

  1. Helena, I’m used to reading posts on SEOMoz; which has more of a technical audience. I think you did a great job of explaining this in a way that business owners can understand. I need to take a few lessons from you. 😉

    There is one thing that I’d like to add to your mix. AuthorRank. Although AuthorRank is not official it’s just around the bend and I, along with several others, think it’ll become a big factor when grading the authority of authors and Websites.

    To get set up, with AuthorRank, there are a few things that need to be done. Have a Google+ Account, sign up for Google Authorship, and link your publications to your Google+ account.

    One of the ways to link the content, that you’ve written, to your authorship account is by having your name in the byline of the post.

    For example:

    Instead of

    “April 24th, 2013 by WriterAccess Contributing Writer”

    it should be

    “April 24th, 2013 by Helena L”

    Since IdeaLaunch.com is a WordPress site this can be easily accomplished by having an account set up in your name and then adding your Google+ ID to your profile. That way you truly get credit for what you write.

    I hope this helps and please let me know if you have any questions.

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