Today I want to talk to you about the controversial paid links used in search engine optimization campaigns. With all the chaos created after the Google Penguin and Panda updates, people don’t know what to think any more about paid links. Do they harm or benefit your rankings? How can you make the difference between good SEO efforts and “link schemes”? According to Google’s webmaster guidelines, website owners shouldn’t participate in any link schemes designed to increase their site’s rankings or Page Rank. But when you work with an SEO company to increase your rankings, how do you know if you’re building “natural” links or just get involved in a bunch of “link schemes”? Is your link building campaign integrated into your keyword strategy and overall marketing strategy? To find the answer, you should first ask yourself these questions:
· Does your SEO effort work hand-in-hand with your marketing strategy?
Your SEO expert should understand what your goals are and also what are the best content strategies for your website and company. The SEO efforts and link building strategy designed to generate and convert traffic should be integrated into the overall marketing strategy.
· Is your website reporting tools and benchmarks evaluated on a regular basis?
For best results, your B2B link building efforts should include some benchmarks: lead opportunities from referral websites, traffic from referral websites, keyword relevance and also reach to the direct market.
· Is your SEO expert collaborating with your marketing team?
You can get search engine visibility through B2B marketing initiatives such as: participation to events or conferences, social networking strategies or distribution of content marketing assets. If you communicate well with your SEO team, your keywords and link building strategy can easily be scaled across your B2B organization.
· Did your SEO talked to you about the link building strategy?
The B2B SEO expert should be able to explain every change implemented by the search engines and educate the company about the possible impact of these updates. Also, if your competitors use reckless, dangerous SEO tactics in order to gain visibility, it doesn’t mean you should do it also.
· Is B2B link building part of your marketing strategy?
B2B link building could be a great part of your overall marketing strategy. I guess your first thought was that this “B2B link building” is what Google calls “link scheme”. You couldn’t be more wrong. Spending tons of money on irrelevant links that will not benefit your rankings, or your online visibility is a totally different story. B2B link building should be integrated into your marketing strategy because besides the benefit added to your SEO link building efforts, you will also build a positive reputation in the online world.
Good luck with your SEO efforts and see you all next time!