If you are a local business looking to improve your websites search rankings, then consider building your inbound links from local, high-ranking websites.
Your websites domain authority, or how you are ranking in search engines, determines how easily people can find you using Google. MOZ, an SEO consultancy, developed Domain Authority software to determine your ranking. They use factors such as site age, keywords, credibility of business and most importantly, your inbound links from high quality well-ranked websites.
Bottom line: If you want to improve your search rankings, consider who is linking to your website.
What building your inbound links means in practice for your small, local business:
The Problem: A plumbing company services the greater area of Fairbanks, Alaska. When someone goes to find the plumbing company online, the company is showing up on the second or third pages.
This is a problem as the first page of search engine results receives 95% of web traffic, with 67% of clicks going to the first five listings. If your not being found for your ideal keywords within these parameters, then you are being left out of the majority of your on-line market.
Now, don’t go crying off in a corner. There is plenty of good work to be done. First, optimize your website for your targeted keywords. Next, improve your domain authority though high-quality link building.
Note: Don’t think because you have 200 links to your site that you’ll have a strong link profile. Poor quality links can hurt you more than help you, so you need to focus on building high-quality links.
But what’s a guy/gal supposed to do? Just as important as sharing business cards at a luncheon, building you local, inbound links through online networking will reap dividends for your your rankings.
Phase 1: Local Memberships go a long way to building inbound links.
For local businesses I work with, I always recommend that the first place for my clients to start link building is at their local Chamber of Commerce. A Chamber of Commerce website usually has a strong domain authority as they are recognized as legitamate organizations. When the link between their website and your website builds your credibility as a business they support.
Any organizations like this, including trade organizations, Angie’s List, tour companies, local, regional, or state organizations will also build this level of credibility. Become a member of these organizations. Skip the boring lunches if you don’t have the time, but know that these memberships reaps dividends for your on-line marketing schemes.
Helpful hint: Check the organizations Domain Authority before signing up and make sure they have an online way of listing members on their website.
Phase 2: Find Your Voice through local news outlets
Most local newspaper outlets have op-eds or feature articles. Newspapers and news outlets often have very strong domain authority, so any link you can get from them will be high quality. For your local business, find seasonal ways to educate folks about an important topic. For my plumber, maybe there is a winter weathering guide to keep you pipes from freezing. Whatever the topic, make sure it is educational and shows your depth of knowledge (this also helps establish you as the wizard, or expert, in your field).
Helpful hint: Check with your local newspaper to make sure that your by-line will link back to your website and lists the company that you work with.
Not confident in writing? We have a copywriter and copyeditor on staff that can help you with that. Or, you can find a local writer in your area you feel comfortable working with.
Phase 3: Give a little back to your community.
Many non-profits in your community have been around for a long time and are considered very credible organizations. This means that they probably have a strong domain authority (note: always check). If they do, then consider sponsoring an event or giving to them and have them link back to your website in some meaningful way from their website. This is sponsorship in the digital age.
Feel the love. Build links to your local community. It pays in more ways than one.
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