As you build your business and your brand, developing your online presence will help you to increase your visibility and create a bigger footprint. Every piece of content on your website, each social media post, online member profile, blog article, video or photo — in fact, any element online associated with a web address — helps to grow your online presence.
Of course, credibility is key. You can create a big ‘ole online footprint with a bunch of underwhelming reviews and blog posts that don’t offer anything useful or informative. So how, exactly, do you develop an online footprint that attracts the attention of search engines and potential customers?
There are (literally) hundreds of ways. Both on-page and off-page search engine optimization (SEO) strategies are required, and get ready: You’ll need a focused and ongoing commitment to inch your way up those search results pages.
Let’s drill down to a more manageable subject for today’s discussion:
Leveraging outbound links
One key factor in ranking for search engines is authoritative links. While inbound links are the primary objective, link building is a process. Think of an outbound link as an outstretched hand. Outbound links frequently lead to inbound links.
Links within your site are also important, as they provide the visitor and search engines more information on a particular topic, demonstrating authority and command of your subject.
Links should be logically placed within your site, and when possible, they should be contextual — that is, within the body copy. Avoid dubious SEO strategies like hiding links by using font the same color as the background, or providing a list of links without context; these are perceived negatively by search engines and can cause your site to be penalized in search results.
Ready to add some outbound links, but at a loss for what sites are appropriate to link to? Read on.
Five types of outbound links to include on your site
1. Industry organizations
You probably have affiliations with industry organizations, trade associations, user or interest groups in your niche. You may also have relevant certifications or credentials from these organizations. Both the affiliations and the credentials illustrate your credibility, know-how and commitment to staying abreast of trends in your areas of expertise. Include outbound links to these organization sites on your website’s About page. If you have a member profile on any of the sites, be sure it’s up to date.
2. Online reviews
Search engines love customer reviews. Online reviews not only help increase your credibility and visibility, but also are a key influencer in buyer purchasing decisions. If applicable, seek out industry-specific rating organizations like TripAdvisor (for travel and restaurants), Houzz (for home services) or Rate A Dentist (for dentists). To encourage new reviews, include a link from your website to the review site, along with instructional copy asking clients to review your business.
3. Suppliers, partners and affiliates
As your business grows, so will your network of partners, advisors and related businesses, such as vendors, dealers, retailers or suppliers. While certain relationships are best held close to the vest, oftentimes linking to partner sites can enhance your credibility. These links provide relevancy signals to search engines, reinforcing the validity of the content on your website. Such links are often reciprocated, generating an inbound link to your site.
4. Geographically-based organizations
Despite the appeal of the seemingly limitless world online, customers need a sense of the “face behind the curtain” to create trust. Demonstrated involvement with local organizations illustrates your connection to the community. Invest in relationships with area Chambers of Commerce, town groups, schools and other local organizations — and link to their sites. Ensure any online listings or profiles you have on these sites are complete and accurate. Consider joining locally-based online groups (such as Meetup or Facebook groups) as well, if appropriate — and be sure to participate and engage.
5. Thought leaders and experts
Hopefully, you’re considered the premier expert in your field. But possibly, you haven’t quite gotten there yet. Securing links from industry experts can be difficult, but if you blog, including an outbound link is a natural first step. A blog post referencing a study or article from an expert, which offers your insights and perspective (a very important element) creates an outbound link that serves as a positive credibility signal to the search engines. Further, the outbound link may generate a dialogue, helping you toward developing an authentic relationship with an industry expert.
Once you’ve developed the habit of including outbound links, learn more about strategies to secure inbound links and best practices to leverage links within your website.
Need a practiced hand developing and executing a linking strategy?
This post was previously published on Online Amplify and has been updated for relevance and timeliness.
