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Link building is part art, part science. You want quality, inbound links to your site to give you better Google page rank and get more clout on the search engines. You pay SEO writers and bloggers to create the content you think will attract some of those inbound links. But what has more value, an inbound link to your main page, or a link to a specific page like a blog post or SEO article?
The answer to that question depends a lot on what’s on the page. Some people believe it’s better to get links to the main page of your site as that’s where you want most people to look. But if you’ve got some content of interest that naturally attracts inbound links, you could find a lot of traffic going to just that page of the site, then dropping off again. Sure, you had people looking at some good content, but they go away as soon as they’ve read that article.
That’s bad, right?
There’s a way to turn that traffic around and recover some clicks. You simply have to create your content to encourage click throughs to other parts of your site. Cross linking takes some extra time and effort, but it makes the difference between a “read once and click away” and conversion on your site.
If your SEO writer creates an article about the brand new widget put out by Acme.com, you should cross link to her relevant article posted two weeks ago about how Acme widgets have revolutionized the industry. Or you can cross link to the Acme Widget sales page. Or both. It’s important to avoid flooding your content with cross links, but one or two strategically placed cross links within your own site can give you more attention on that linked content.
Anybody can pay to get good SEO content and blog posts written. But it takes a deeper level of planning to make the most of the material. Cross linking is just one strategy you should be using to get more mileage out of that paid content.
Joe Wallace is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments. WriterAccess is powered by ideaLaunch, a full service content marketing agency serving hundreds of clients and thousands of writers since 2000.
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Tags: content marketing
