A website is not a once-and-done proposition. They’re more like laundry — one of those day-to-day tasks that never seem to get completed. As your business evolves, your online presence — with your website as its centerpiece — must evolve as well. When you first launch, or when you’ve just reworked one section or another, you may feel that your website is finished. But really, it’s just momentarily paused until the next activity kicks in.
Even if your business hasn’t changed much, the online landscape is surging ahead at warp speed. To stay relevant and continue to attract search engines and prospects, your site must move forward as well. Capitalizing on both on-page and off-page search engine optimization (SEO) strategies can help your site place on the search engine results pages.
There’s a reason it’s called the web
Search algorithms include hundreds of ranking factors. While the relative importance of individual factors shifts frequently, there are some primary ones that we’ve blogged about previously — such as fresh, substantive and credible content, strong credibility signals and a mobile-responsive template.
Another key ranking factor is the presence of authoritative links. Inbound links from recognized, established websites serve as a signal to search engines that your site also merits strong search engine placement. Outbound links to related, legitimate sites indicate pertinence to search engines, while also serving as an outstretched hand to encourage inbound links from relevant sites.
Unleash the power within
The final (and vital) type of links are those within your website. These links serve the same two masters — search engines and website visitors — and demonstrate credibility by proffering additional related content. Links within your website may take the form of call to action buttons, images or contextual links.
Contextual links are placed within the copy of a particular page or post. They may be used to define a term, to validate a claim (for example, by linking to a study), or to provide additional information, either from an external authority or through internal content such as a blog article covering the topic. An effective user experience guides the visitor to useful and timely information for their needs. Contextual links offer users immediate access to additional information related to the content they’re viewing.
10 ways to add links within your site
- From your Home page, tease to key interior page content such as FAQs and your About page
- In your Services content, link to case studies to demonstrate how you help your clients
- Add credibility to your services offerings with links to illustrative blog articles
- Guide visitors through your conversion funnel with a link to a downloadable asset such as an eBook, list of tips or how-to guide
- Within every blog post, include contextual links to related content in other blog articles or website content
- Encourage a visitor to contact you with a link to a free consultation request form
- Blog about your upcoming event and include a link to the detailed event description on your site
- Interested in speaking opportunities? Link to past engagements or presentation descriptions
- Within your About page, increase trust with a link your media kit or testimonials
- Seeking new vendors or artisans for your eCommerce site? Invite visitors to contact you via an email link
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