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In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
Most websites have content about their products and services, which is of course a key component to SEO as well as servicing the needs of their customers. However, in today's Internet marketplace in order to gain a competitive advantage, websites often have to go beyond their products and services, so that people flock to the site even when they're not planning to purchase anything. This is typically done through some form of informative, interesting web site content. The secondary benefit of creating this sort of content is that when done correctly, it has the potential to gain links from other web sites.
Gone are the days when you could request links without having something worth linking to. The gist of link building in the 21st century is to create comprehensive content in multiple forms, which goes above and beyond what already exists. Make yourself or your company an authoritative go-to source, when anyone is looking for information in your area of expertise. Then get the word out to your various target markets about what you have. Different people like different types of content.
By using all forms of content, you have a better chance of reaching all the people who might be interested in yours. You'll find the most success when you go beyond just articles and blog posts, but also create videos, slide demos, podcasts, and newsletters. Different target audiences are seeking out different types of content. For those who are researching a purchase, create general info and reviews. For those who are looking to get the most out of an already purchased product or service, like how-to's. For other specific demographics such as parents, teachers or techies, creates specialized content or promotions just for them.
To create link-worthy content, start by brainstorming it. Then create it in multiple formats and promote the whole thing as a set. When things are packaged as a set, it suddenly becomes more link-worthy than just a typical piece of content. Once your content is created, it's not going to gain links without any promotion on your part. You'll need to be research online venues where you can provide your content. You'll also want to write press releases to announce it and also submit it to specialized directories. Then seek out bloggers who have a proven track record of discussing and linking to content such as yours.
Submit Press Releases to services that will distribute it to related online venues. Some popular ones include 24-7pressrelease.com, Prweb, and Marketwire. Be sure that the content within your press release links back to the content on your web site. Some specialized directories include article directories, video directories, RSS feed directories, podcast directories, and software directories, if you offer downloads. When reaching out to bloggers, it's critical to do your research first.
Look for those who write about your industry and try to make a personal connection. Make sure you know their name. Whatever you do, don't send any automated requests or e-mails to bloggers and most bloggers aren't really interested in press releases either. As you can see, link building is not a stand-alone procedure, but requires the creation of something worth linking to. While it's difficult to come up with the great ideas for unique and interesting content, as well as to promote it to the appropriate people, when done correctly it has the potential to pay- off big dividends in three ways: increased web site traffic, increased links and increased search engine rankings.
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