While developing a great website is half of the SEO equation, the other half is promotion. Search engines are very particular about growing their ability to detect artificial manipulation and link spam, so effective SEOs who want to promote sites to the fullest extent must use natural, organic link building processes in order to have success.
The techniques and approaches described below are all ultimately designed to improve search engine rankings by growing the number and quality of links that point to a website. However, each also offers natural growth of your user base and provides visitors that come through systems other than search engines. Strangely, although the goal of SEO is better search rankings, the best sites in each industry often receive 50% or fewer of their total visitors from search engines. Why? Because if thousands of visitors are anxiously visiting your site via bookmarks, links, and direct type-ins at the address bar, you've achieved the content and status necessary to not only be ranked exceptionally well, but have visitors that know your site and want to visit, no matter what the search engines say. This methodology is particularly valuable because a site that doesn't rely entirely on search engines for traffic, ironically, has a far better chance of getting visitors through them.
Community Building
Creating a user base that develops into a full-scale community is no easy task, but it's one of the holy grails of online marketing and promotion. The idea is to develop frequently updated content in the form of a blog, forum, wiki, or other muti-user input system that can become a central reference and gathering point for a significant number of individuals in an industry.
Once a community is established, the input of individual members and coverage of events in these systems are natural sources for incoming links from bloggers and writers in the field, be they members or simply browsers. In addition, many members who run sites of their own will point to the community as their gathering place, creating even greater link value. Community building requires finesse and good online relationship skills, but the rewards are tremendous.
Press Releases and Public Relations
Influencing mainstream or niche press outlets to cover your company or its actions can be a highly effective way to drive attention to your site, which, if link worthy, can earn a fantastic number of links in short order. Press release sites like PRNewsWire and PRWeb are good starting places for driving traffic and links, and as both feed the major online news search engines (Yahoo! & Google News), they can provide high visibility as well. Optimizing press releases is a unique practice in and of itself - placement of text in the title and in visible headlines, compelling story writing, and proper content structure are all important elements. One of the most touted experts in this field (Greg Jarboe) runs a site with specific advice (SEO-PR) on the subject of optimizing press releases in particular.
Beyond releases, however, is influencing journalists to write editorial news stories about your subject and including a link or mention of your site. Some of the most highly touted PR (public relations) firms in the world charge a fortune for this service, but on a small scale it can be performed in-house. The trick is to have content and information so compelling and interesting that journalists would love to cover it. If you have the makings of a great story with a near-perfect fit for your site, email a few journalists whose work you've found to be on similar topics. Don't start with the New York Times, though. Go local, independent, and friendly to increase your chances of success. For a great example of how standard PR techniques operate, read Paul Graham's article on the effectiveness of PR firms on the web.
Link Building Based on Competitive Analysis
Looking at the links obtained by your top competitors and pursuing methods of your own to get listed on those sites/pages is an excellent way to stay competitive in the link building race. It's also a good way to get natural traffic; as these are the links and sites that send your competitors their traffic, they will also bring visitors to your site. The methodology for investigating a competitor's links is fairly straightforward, although more complex methods can be used by the advanced researcher.
The best source of linkage data is Yahoo!. Google purposely does not report accurate link data with their link: command, and MSN's rankings of links can often show less valuable and effective links at the top. Yahoo!, however, currently shows the greatest accuracy in numbers of links, and also sorts well, typically placing more valuable links near the top of the results.
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