Now, we recognize that the two most important elements of search engine optimisation are content and backlinks. Content is something that most businesses are increasingly becoming proficient in; recognizing the impact that blog posts and articles can have on their online performance. But backlinking is a difficult concept and often one that most clients struggle to understand.
When Google first started out in the search engine game, they simply looked at keyword frequency. The more that people talked about a particular concept, the better they ranked for it. Of course, that is not necessarily the most relevant way of ranking websites, as people simply began to stuff keywords everywhere (especially on the back-end of the website).
Instead, Google began to look at the prevalence of the website across the internet at large, through other websites that would link to the page. For example, CNN is considered a news authority, regularly posting content that gets shared by other websites and blogs looking to bolster their own opinions. These people, by supporting CNN’s views, are in fact increasing the rank of CNN because they are creating backlinks for them.
Of course, not everyone is as lucky as CNN, and for most businesses, they really don’t get a lot of naturally-occurring backlinks. So the role of a search engine optimisation service is to create these links artificially (but most crucially, in an acceptable manner to Google). But that’s just scratching the surface of backlinking practices.
So, you’ve resolved to create more backlinks for your website. Where do you start? Well, there are a number of different factors that lead to the relevancy and usefulness of a particular backlink.
Page & Domain Authority
Created by leading search engine optimisation organization, Moz, page authority and domain authority (PA & DA) are a logarithmic score given to each website based on the quality of the website (which is, in itself, a rank of backlinks). The higher the PA & DA, the better your search engine results will be, but additionally, if your backlink is on high ranking pages like these, then it essentially gives your website some of that benefit as well. When building backlinks, you need to take into account the PA & DA of a website in order to appropriately share your links on the right pages.
Of course, you can just create backlink after backlink that requires nothing more than a web URL. This is called Social Bookmarking and takes advantage of websites like Reddit and Diigo. Of course, once you get below the upper echelons of PA & DA results, there simply aren’t that many beneficial pages. Most of the best websites for backlinking require content. Whether simple descriptions or 500-word articles, understanding where you are promoting your website needs to guide your content creation to a certain extent.
Let’s look at someone like McDonald's. Again, not really in the need of artificially-created backlinks but hypothetically, they don’t want backlinks to be created on design websites because it’s not relevant to their business. This is a generic statement; of course, if McDonald's are talking about the design of their most amazing restaurant, then sure, it’s relevant. But think about the link you’re sharing and where it’s going. While Google’s algorithm doesn’t mind what is promoted and where it is promoted, your customers do. Backlinks are still visible to users, which means that the content provided needs to be correct, and shared on relevant websites.
Search engine optimisation services in Australia mostly focus on creating backlinks. Understanding the role that they play in your overall campaign is very important and recognizing best backlinking practices is not something easily done. Businesses can work really hard to optimise their websites on their own, or they can trust professionals to do the hard work for them. Working with SEO agencies is the best approach to improving your website’s position on the internet.