Search: Pulling Rank
With all of the thought, expense and energy businesses put into building their presence—and brand—online, you'd think that one sure-fire success would be getting found. Haven't we all run searches on the Web pages we've nurtured through planning and execution, only to find they're buried beneath pages that seem less targeted, less content-rich and overall less worthy to rank higher in search? What's a marketer to do?
Raising a page's rank through linkbuilding—the process of generating links back to specific Web pages—can be done. But like any worthy goal, it takes strategy, persistence and good implementation to succeed. Whether you drive a linkbuilding strategy on your own, work with a search engine optimization professional, or partner with a communications agency specializing in integrated online optimization, put the right mix of creativity, logic and commitment to work and your pages should rise through the ranks.
Here are a few ideas about how to apply insights you already have to the process of page optimization through successful linkbuilding.
• Know and interact with the people who influence your market. Use your own business knowledge or partner with an agency to identify the most influential people and sources in the markets you serve. If your agency has access to tools for mapping key influencers, excellent. Create that map and begin to target communications to key influencers, helping them understand and reference your pages and content. And use their content and insight to further refine your own messaging. All of this will contribute to your search ranking and the response visitors have when they find you.
• Raise your ranks by eliciting trust. Trust is a key factor in determining the value of a Web page, and leading search engines determine that trust by analyzing, among other factors, how many other Web pages link to that page.