One of the best ways to boost traffic to your website is to build effective backlinks.
Here’s how to get started and help make your business rise to the top of search rankings.
When it comes to small to medium enterprises (SMEs), like broker businesses, websites are the most widely used digital marketing tactic.
Building on your investment in a website should include a commitment to search engine optimisation (SEO) strategies. One of the most effective of these is building backlinks – links on other sites that direct traffic to your site.
Why are backlinks important?
Deloitte research on SMEs in 2017 showed that online enquiries and transactions have overtaken direct or face-to-face interactions with clients. People are often more likely to find you online and send you an email than pick up the phone.
The likelihood of your website being found by the right people in internet searches is determined by search engine algorithms. These take into account many factors: one of which is the quality, credibility, number and relevance of links that point traffic to your website. In short, the more links there are to your website from other websites, the more Google likes your site, and the easier it will be for potential customers to find it through Google because Google places it earlier in the search rankings.
How to improve your backlinks?
Here’s some low-hanging fruit if you’re getting started with backlinks:
• Internal links: Links within your site do support SEO. Link to helpful, related content on your own site from within other pages or blogs.
• List your business on quality directories: Have you claimed your business on Google maps? Are you listed on credible business or community directories, especially ones targeting your locality/community?
• Make sure partners link to you: Do you have referral partners with a website? Do you support any organisations through sponsorships? Ask affiliated websites to include a link to your site. Relevance matters though, so consider creating specific landing pages. For example, how you work with an accountant partner to give clients complete financial peace of mind.
• Search for and update all existing links: Do your own internet searches to see where your business, founders or employees are already mentioned – is there an opportunity to add/update a link back to your site? Just reach out to the site’s owners with a friendly email.
• Pursue media coverage: Explore blogs, news and industry sites, and business sites. Seek out opportunities to contribute guest posts or a business profile. It takes more work but creating a new resource (e.g. guide, infographic, survey results) is a great way to persuade other sites to publish you.
