In the world of online advertising, a company’s name and reputation are crucial. Without a tangible storefront, everything a brand does to bring customers to their website is part of an important web that supports these factors. Link building is the proverbial string with which this web is woven, and is the foundation to creating and maintaining traffic.
What is Link Building?
When a brand uses link building, what they are really doing is collecting something like a list of referrals from other sources, pointing potential customers directly to their goods and services. Custom link building services are available to help corporate entities achieve this, optimizing their site for organic linkage on others that feels less promotional and more like a natural suggestion. A well-placed link on another website can generate a great deal of traffic, assuming that the site has its own sizable user base.
Not all link hosts are created equally. While having a secondary source promoting your product is always a welcome advantage in the world of business, those seeking greater traffic and enhanced revenue may want to consider the types of websites they are collaborating with before throwing links out into the world. Much like throwing seed to birds in the middle of an icy winter, if a site miscalculates how and where they advertise, they may see very little response.
The Importance of Relevance and Authority
When considering where to place links, a brand should think about what they want for their search engine results. Though the two may not seem correlated, they are interwoven in the same advertising web that supports any online presence. The same goals of search engine optimization should be applied to potential link hosts.
Relevance is essential. How relevant is a site to your own company’s product or service? A trucking company would be ill-suited to host a link for a dance instruction studio, the same way an online search for a family restaurant should not yield a chemical company’s website as a result. Advertising on relevant pages and sites is important for ensuring that customers know what they’re getting, upfront.
Authority is also important. While a company may have thousands of mentions on social media or local business promotion sites, it is the household name that will get the results they’re after. When a recognizable figure assists in advertising, the same boost in customer confidence can be seen as when a search result itself holds similar esteem. People are more willing to patronize brands they recognize as reputable, so authority is an essential key to the equation.
So, which factor is more important? Arguably both, in equal turns. Finding a way to achieve both authority and relevance to your potential customers’ needs is the ideal situation, rather than sacrificing one for the other. This balance is one reason so many companies choose to utilize the tools of custom link building services, and bring a mix of reliability and situational relevance to their customers. In deciding to pursue both, they maintain their traffic flow and business standing, and continue to see gains in the marketplace of the future.