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There are two sides to search engine optimization (SEO): on-page and off-page optimization. Off-page means getting links from other websites to point back to your site, which strengthens your site's position in search engine results. In this course, author Peter Kent dissects the anatomy of a link, explains how links affect page ranking, and reveals the properties that make an excellent inbound link. The course also evaluates reciprocal linking; link building via press releases, blogs, and articles; and the importance of using quality links that are search-engine friendly.
I see many link opportunities go to waste, simply because people involved in an organization don't realize the value of links. And even when they have a vague idea that links can help a website, they still don't understand just how powerful putting keywords into a link can be. If it all possible, try to engender a "think links" mentality into organization, so that all staff members understand that links to your website would be a key factor in the success of your site. Specifically, they need to understand two things.
First, that whenever they see the opportunity for a link, they should take it. Secondly, that wherever possible the link should contain keywords as explained earlier in this video course. There are some company departments that really should understand these concepts. A classic example for instance of lost link opportunities due to a lack of understanding are company's public relations departments. Most PR departments do not understand linking. So even though they're out there doing things that can really help such as issuing press releases, all too often they don't take the extra few moments to think about links and so the opportunity is lost.
We'll be discussing press releases in the later video. Your PR department should understand that keyworded links can often be placed into press releases pointing back to specific areas on your site. Ideally, whoever is responsible for promoting the website should ensure that the PR department knows what keywords to use and which pages they should link to. When working with new clients looking for possible link locations I often hear about various business partners, suppliers, major clients, industry associations and the like, companies that have websites of course and who might be willing to link back to the client's site.
Typically, most of these opportunities go unclaimed. So the people in your organization who set up such relationships really need to understand the value of getting this other organizations to link to your site. It's not just your PR department who can help though. Any member of your organization can provide links from their Facebook, LinkedIn and Google+ pages and the footers of forum messages, from their own blogs, and so on. So try to educate your staff or organization members with some basic linking concepts and with a little luck and the occasional reminder you should see your links grow.
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