The Truth about Link Building
Doing well on Google means getting quality links. This means links with anchor text for that term you want to do well with. They should also come from web pages that are of a similar subject or ilk. (There are other elements like what the page is about, keyword density, etc. But we’re talking links today, so there.)
So how do you get all these links?
You should certainly take a proactive route, submitting to directories with high Page Rank and submitting articles and content to sites that publish such things. The best way to get links, however, is through good public relations.
After all, there are hundreds of thousands of blogs and web pages, and just about every possible interest is covered by them. You could certainly try approaching them for a link. Creating a buzz about your industry, however, takes you much further.
For starters, getting journalists to talk about your business in print or on television reaches a great many people at once. Someone interested in what you do is certainly far more likely to link to your site if they know you exist.
Secondly, a good public relations program will not only make you more known, it will make you more known for the right reasons. PR makes people not only know your company, but what you do. Then, when a blogger wants a reference when talking about phoenix trade shows, they are more likely to create a link to Phoenix Trade Show than simply, www.exhibitsusa.com. In effect, good PR can promote your industry – and make you the face of it.
This is all to say nothing of the flood of traffic that goes directly to your website as the result of an effective public relations strategy. A company can still do very well with one and not the other. You can create synergy, however, when you marry a search campaign – be it natural or paid – to effective public relations.
