Most people have heard of the term Search Engine Optimization (SEO), and understand its impact on the effectiveness of their website through improved search engine rankings. A site with no SEO is much more difficult - if not impossible - to find unless you already know its direct URL.
Link building is the most important element of any SEO campaign. Each link to your website acts like a vote on search engine rankings. This helps make your website more visible and easier to find when people search for related queries.
Google assesses and assigns a page rank to each web page individually, not to the overall site. For this reason, link building must be employed for every page of your website. This process is called deep linking, which means that some of your inbound links go to the internal pages of your website, rather than simply to your home page.
If your site includes merchandise information, for instance, think about each of your products and the categories they fit into. Conversion rates can benefit greatly from highly relevant inbound links that direct targeted traffic to specific products, sending visitors straight to items they are interested in purchasing.
Deep linking is also highly appropriate for informational pages, galleries of images, and blogs. The deep-linking process, although rather time consuming, enhances user experience and increases your ranking in Search Engine Result Pages (SERPs), which in turn helps improve your site's visibility and conversion rates. A well optimized website should make use of deep linking whenever possible.
Another important aspect of link building is anchor text - the set of words used to connect a target URL to information housed in a different page, or on a different portion of the same page. It is very important to choose highly relevant keywords when creating your anchor texts for inbound links, rather than using generic phrases such as "click here."
It is important to understand that link building is a process, not a task. An SEO program is not a project with a clear beginning and end. Rather, it is an ongoing progression that involves continuous updates. It is most likely that your organization will not see an overnight Return On Investment (ROI) that can be directly attributed to link building, but it certainly pays off over time. The truth is that any business with a solid web presence can't afford to ignore the importance of SEO.
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