Perhaps thats harsh, but its the simple truth. Link building is frickin hard if your site sucks – and even then, it probably isnt helpful.
Honestly, no one wants to link to a domain name like cheapdiscountmysterymeat.com. No one wants to link to an ecommerce domain that only has product pages, bare minimum content, and sells discount yoga music. No one wants to link to a website that looks spammy or as if its been around since 1995 (and never updated once).
If youre going to work hard to increase your sites visibility, make sure its worth sharing. It doesnt make any sense to dump time, energy, money, and general resources into it if the sites underdeveloped, lacks content, or is simply outdated.
Heres what I look for when a potential client contacts me for link building services – and if these arent there, were either having a serious conversation or they arent a client:
Generally speaking, thats what I look for. More than anything, though, examining a website is a sense developed with time and experience. Within the industry its commonly referred to as the "smell test" – basically you know if something stinks.
With Penguin and Panda theres a real need to build links that help humans, not solely designed for search engines (which would be manipulative). I call this FTBOM (pronounced footbomb) – for the online pazarlama betterment of mankind.
The links we build need to be highly relevant and make sense. They should be on sites that a real human would habitat, used in a way that a real human would click through and be happy about the destination.
Build links like Google doesnt exist – links that are creative, helpful, and useful not just to the linkee but to the linker and clicker, as well.
And if were holding ourselves to these standards, why would we build links for websites that suck and are counter to the direction were working toward?
Building great links for a client with a great site, simply said, is great. Its a complete win-win. Were able to go out and build great links with much less effort than wed use for even an average site.
Other websites are more likely to link with considerably less persuasion, and we arent forced to rely on clever strategies and tactics. The value is already there, built into the website itself – theres no need for us to provide, manufacture, or otherwise sell value.
At the end of the day the best links are always built based upon this inherent value. Thats what linking is – a vote of confidence, a physical recommendation of trust. One site saying "I think that going to this site will be worth your time, and here it is".
When a site is truly great, building that link becomes a natural process. You find other great and authoritative sites, reach out and express the value of your website, and why their visitors would be benefited by a link from their site to yours.
No strategies, no tactics, no manipulation, no subtlety. Just straightforward honesty, with everyone happy. The client gets great links, the linking websites visitors arent misled and provided a valuable resource, and we get to go home knowing we made the Internet a better place.
Finding a way to add value isnt easy, obviously. But if youre willing to put the time, energy, and creativity into making a great site, everything else will be easier for it.
The old expression "well begun is half done" comes to mind, as do "What is once well done is done forever" and "If you dont have time to do it right, when will you have time to do it over?".
Simply said, if youre going to do something, you may as well take the time to do it right. Otherwise, youll regret it. Cutting corners never pays off in the long run, and in the end will result in more time spent with continual fixes or an entire rework.
It all starts with building something actually valuable – set yourself apart from the competition, make yourself unique, and add overall value. The sharing and linking will come naturally after that, with minimal elbow grease.
Ive said it before and Ill say it again – the best link building tool ever created was the human brain. Start with value and it will pay off in spades.
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