As an agency specialising in online marketing solutions, for our clients, we at LeadGenerators set particular stock in our linking strategies. Be it for ourselves or for our clients, we know that good inbound and internal links can work wonders for your link profile; let us fill you in on some of the reasons why a good links strategy is valuable to every priority landing page, not just the home page.
Improving Your Link Profile
As an agency, our online marketing solutions tend to focus on using techniques such as viral links articles, directories, WebPR (to name but a few) to ensure that our clients' sites have plenty of good quality inbound links pointing to them, i.e. a good overall link profile. However, a good backlink profile is not as one-dimensional as was once thought. Good quality and key phrase rich inbound links are still important, but it is short-sighted to send them only to one page on your site - the home page. If you have more than one key phrase enriched and relevant landing page on your site, be sure not only to bring them those key-phrase rich inbound links, but to create plenty of internal links that point to them as well.
Grabbing Extra Traffic
Online marketing solutions tend to focus strongly on a business's priority pages. However, your site may have one page that is slightly askew from the rest of the site and not part of your main marketing objectives. That doesn't mean that this page need be forgotten. Work on generating some good inbound links from relevant sites to this page, and you will not only give the page a boost up the rankings, but you'll also gain some traffic from new and varied sites, that your other pages may not have previously attracted.
Ramp Up Those Ranking Results
The chances are that the anchor texts used to link to your home page are succinct and specific key phrases, but these are unlikely to cover all of your marketing objectives. Why not use some longer-tailed phrases that are also important to your marketing focus, to point towards other important subpages and help to ramp up their rankings?
Au Naturel
Occasionally, we get so caught up in engineering online marketing solutions that we forget that generating links is supposed to be an organic process. You can help your linking strategies to come across as a lot more random and neutral by ensuring that you are not just achieving inbound links to your home page, but to other pages as well.
Each to their Own
As Wikipedia has proved, it is not always the website with the most backlinks that gets the top spot in Google. In fact, it relies on wielding its authority through internal linking. By allowing people to navigate through the encyclopaedia using almost entirely internal links, Wikipedia has ensured good rankings without ever worrying about offsite links. Why not replicate the Wikipedia way of linking by putting plenty of inbound links in place on your site?
Split Personality
Finally and arguably most importantly, online marketing solutions should always take into account the fact that websites require a split personality. Yes, they must be set up in a search-friendly manner, but they must also cater to the human searcher. Being unable to navigate a site is one of the primary reasons for a high bounce rate. However, a good internal linking strategy connecting subpages to your home page can make it much easier for a visitor to find what they are looking for.
So if you notice your online marketing solutions becoming too focused on just one page, take a step back and remember why it's important to share out both inbound and internal links amongst your priority pages. True, there's no place like home, but it's much less use on its own.
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