Google receives over 59,000 searches per second. But whilst search volumes are high, the abundance of content available online makes it difficult to reach the top of the ranks. This is where search engine optimisation (SEO) and inbound links come in.
SEO is the process of optimising your website to boost your ranking in search engines and drive organic traffic. The benefits of strong SEO are clear: more people will view your website, raising brand awareness, generating new leads and ultimately helping to increase your bottom line.
Numerous factors contribute to how a page ranks in search engine results, from the structure of meta tags to the number of inbound links a site has. With so many SEO factors to consider, it can be challenging to know where to begin.
To help you get started, we’ve created an SEO toolkit which will guide you through the essentials of SEO and how to use it to drive high quality traffic to your site.
Inbound links - the number
The number of inbound links a website has is one of the most important ranking factors in SEO. An inbound link is a link to your website from another site. These are highly valuable in SEO because they act as an indication that people are finding your content useful and deem it worthy of linking to. In addition to boosting referral traffic from other sites, inbound links also give a search engine a better idea of what your site is about and indicate site quality.
Inbound links – the quality
Not all inbound links are weighted equally. Links from trusted, authoritative sites with descriptive, natural anchor text are worth much more than spam links from unrelated sites with low-quality content. Google has an algorithm to target websites with a suspicious number of links from low-quality sites, making link building notoriously difficult. However, it makes sense that links should be earned by strong content, not bought. It’s important to remember that SEO isn’t purely about optimising content for a search engine - its purpose is to make websites better for users.
The most effective way to increase your number of quality inbound links is therefore to provideos on Twitter drive the highest recall and emotional connection on any digital platformduce engaging content that people will actually want to link to. To help you along, use social platforms to promote your site, run competitions, take part in reverse guest posts and befriend influencers where possible. All of these actions boost awareness of your site, and if you have valuable content then people will want to link back, connecting you with more sites and simultaneously boosting your search engine ranking position (SERP).
Whilst inbound links are an important aspect of SEO, they are just one of many ranking factors. To learn more about the essentials of SEO and how you can use it to boost traffic and drive leads to your site, download our SEO toolkit below.