EFFECTIVE LINK BUILDING AS AN ONLINE MARKETING STRATEGY
Search engines put the number of quality links back to a site as the number one factor in determining page rank. Note that the emphasis is on quality, not quantity. Search engines know that not all links offer the same value. Building a system of thousands of links back to your site is great, but if they all consist of forum posts and directory sites, search engines may ban your page. Truly effective link building happens as a natural outgrowth of your other marketing activities.
Gaining a lot of links from dubious sources is of dubious value. Use website analytics to look at your competitors back links, and let that information help drive your strategy. Make sure that every link you pursue adds enough value to justify the time investment. Use the following three criteria to evaluate every site linking back to yours:
1. Would visitors on the target site be interested in my content, also?
2. Will a link on this site help establish my company as an authority?
3. How much traffic does this site receive?
The goal of an effective link building strategy is to generate the maximum traffic for your site, on an ongoing basis. Search engine algorithms change regularly to remove those who link spam from results pages. Concentrating your efforts on making connections with existing authority sites for guest posting and creating quality content that acts as link bait generates the improved page rankings and larger traffic numbers you are looking for.