Popular is YOUR Website?
By Deirdre Cavener, MCP
President of Kiss Marketing, Inc.
Yes, popularity still
counts. When someone mentions that word the first thing that I think about
is the popular people in my high school. I still remember their names but
will not bore you with those details. Do you remember the popular people
from your high school? When we were young, many of us wanted to be one of
the popular kids, and many of you might have been. Well, we are all grown up,
but popularity is still important - especially for your website.
Assumption: You have a
professionally designed website that has been created to reach YOUR two
target markets … the customer and the search engines. The Search Engine
Optimization (SEO) is complete, visual branding is done, an easy
navigational structure is in place, a call to action has been implemented,
and usability testing is done.
Backlinks are VOTES for YOUR
Backlinks determine your
websites digital reputation and are one of the main building blocks of your
A backlink is a one-way (not
reciprocal) inbound link from another website to a page on your website.
Backlinks are currently one of the most important factors in
determining your site’s placement for a specific keyword phrase on the
Search Engine Results Page (SERP).
Backlinks are also known as
incoming links, inbound links, inlinks, inward links.
Not every backlink holds the
same amount of credibility. Let me revert back to the high school days to
get my point across. Let’s say you are a 9th grader. If one of
the most poplar seniors tells their friends you are really cool, that makes a
much bigger difference than 10 of your 9th grade peers saying the
same thing. The search engines are designed the same way. You want to get
quality links from authoritative websites. Quality is much more important
than quantity in regards to securing top placement on the SERPs. Ride on
the coattails of successful websites and you will gain ground.
Did You Know?
“Google makes 300 to 400
changes to their search engine algorithm every year.” - Matt Cutts, Google
What are the characteristics
of an Authoritative Website?
Grades Still Count
Website Grader and enter a website address to check
whether they should be considered for your backlink strategy. The algorithm
uses over 50 different variables to grade a website’s overall marketing
effectiveness. Grading is done just like in high school and you want sites
that receive an A to link to your website.
Anchor text is the visible,
clickable text in a hyperlink.
Both hyperlinks go to the
home page of the site, but the optimized link is infused with search engine
fuel (i.e. keywords).
Semantics are important in
regard to backlinks and with all good SEO strategies it must start with
keyword research (what you think people are searching for and what they are
actually searching for are two very different things). SEO is ˝ marketing
and ˝ science and you have to think outside the box (the human brain is much
more powerful than a piece of software).
Each page of your website
should have a backlink strategy. If you offer an array of products and
services each page has the potential for top search engine placement.
Membership Sites – Local
Websites, Chamber of Commerce Sites, Networking Group Websites, etc.
Social Networking -
MySpace, Facebook, Friendster, Twitter, LinkedIn, and many others. Google
treats these sites the same as any other website.
Not all Links Pass
Credibility (It’s in the code)
The NoFollow link attribute
(rel=”nofollow”) was created by Google to help deter the enormous amounts of
spam in their index. The attribute was designed as a way for websites to
link to other websites without passing their page rank (referral). This
doesn’t hurt a website in any way; it simply says not to pass any
credibility to the linked site. One of the biggest users of the nofollow
tag is Wikipedia. Links from Wikipedia do NOT help your website gain
credibility and search engine ranking.
In conclusion, do your
keyword research, determine authoritative websites, write articles for
digital publications, join membership sites, and build long-lasting digital
relationships and your business will flourish.
SEO is not something that is
done once; it must be maintained over the lifetime of your business. SEO is
the fertilizer for your business and must be applied often for optimal
Note: Once you get them to
your website you must convert your users to customers. You can lead a
customer to a website, but you can’t make them call or buy!
Get thousands of backlinks overnight! (This
will only penalize you in Google, MSN, and Yahoo.) Remember, backlinks
website, and nothing grows overnight.
Author: Deirdre Cavener, President & CEO, Kiss
© 2009 All Rights Reserved -
Don't even think about reproducing this article without
written permission from Deirdre Cavener and Kiss Marketing,