Sending Referral Trac
We’ve talked about the impact of links on your rankings, but what about the impact
of links on referral trac? A good link from a highly-visited website can lead to an
increase in trac, too. If it is a relevant website, chances are that the trac is also
relevant and may lead to an increase in sales, as well. Again, in this situation the
value of a link isn’t just about SEO—it’s about customers. A great example of this in
action was this guest post written by Michael Ellsberg on Tim Ferriss’ blog. He also
wrote a case study on Forbes explaining just how valuable this guest post was to
him. “There’s a big dierence between being exposed to a large audience,” he says,
“and being exposed to a comparatively smaller (but still large) audience which is
ridiculously passionate.” In other words, the avid followers of a single blog were far
more likely to take the advice of the blogger than (for example) viewers were to pay
attention to the anchor on CNN, even if the latter group outnumbered the former.
Brand Building
Good link building can help build your brand and establish you as an authority
in your niche. There are some link building techniques, such as content creation,
which can show people the expertise of your company, and this can go a long way
toward building your brand. For example, if you create a piece of content based
upon industry data and publish it, you have a chance of becoming well known for it
in your industry. When you do outreach and try to get links to the content, you are
showing your expertise and asking other people in your industry to help spread the
word and show others the same.
An Important Note On Link Building Vs. Link “Earning”
Or, the importance of having webpages worth linking to.
Before building links, you need something of value to build links to. Often it’s
the homepage of your website. More often than not, though, you build links to
specialized resources such as a blog post, tool, research study or graphic. Sometimes
these assets exist long before you begin your link building campaign. Other times,
you create these resources specifically with the goal of building links in mind.
This introduces the concepts of link earning and “deserving to rank.” All link building
campaigns must start with something worth linking to. It’s very dicult to build
links to low-value webpages, but when you begin with something truly valuable that
people find useful or share-worthy, link building is a much easier endeavor.