Today we are going with the controversial part of natural positioning . Because the translation of the acronym SEO , Search Engine Optimization in Spanish Optimization for Search Engines, sounds very good and involves a phase of technical improvements and very entertaining content, in which you will see how your website improves every day. But in addition to the OnPage work, the OffPage work of obtaining external links is essential.
Yes, how do you think robots will find your website if they do not? How do you think they will give value to your content if nobody in the network considers you worthy of a link? For anyone who does not know, one of the fundamental principles of Google in developing the first really efficient ordering algorithm in terms of Internet searches is to interpret the links as positive ratings to a certain web page. An idea based on the ranking systems of scientific publications where a scientific article is transcendent, if it has been cited by colleagues in the area.
Google Penguin and its penalties
Well, we already know that we have to get links, but now the story is about how to get them. Because as you already know, Google has an algorithm called Google Penguin , which detects if you are using “fraudulent” practices to get links; and if so, penalize you.
But what do you consider fraudulent practices? Well basically get links in a way that is not natural , links that you’ve earned to be interesting for other webmasters. This includes the following practices, which were very common a few years ago:
- Comments on blogs and forums that use the keyword you want to position as anchor text.
- Purchase sale of articles, where the anchor text blatantly uses the keyword. Something usual when campaigns were carried out in blog networks.
- Links in directories or low quality bookmarks (pages created basically with the aim of manipulating the rankings).
- Links obtained through automatic programs.
This encompasses what is considered a scheme of artificial links , and in the Google Help Center for Webmasters you can find examples of these techniques. Basically what the penguin does not like is that you get links with SPAM practices . This is the fact of using platforms that place links indiscriminately, without taking into account the quality of the linked content. Therefore, our maxim when it comes to getting links should always be that the links are Natural . Something that I recommend because I know how difficult it is to recover from these penalties , especially since Google began to take this issue seriously with the May 2013 update .
But, how do I get natural links?
If you want to avoid penalties for artificial link practices, you will have to do a hard job of creating content , search for sites to publish them and public relations with webmasters to get them to link naturally. But it is a long-term guarantee, which I definitely recommend. I will summarize what you should do:
1. Create a blog
The option to create” a blog> is one of the best decisions you can make to promote yourself on the Internet. It will allow you:
- Generate quality content very often = Better Web Positioning
- Get good links creating attractive articles = Better Web Positioning
- Have optimized landing pages for the user = Better Web Positioning
As you have seen in the previous link, in my blog I explain a little better the advantages of having a blog.
2. Register your site in quality web directories
To begin to gain authority, you can start with natural links in established sites in the sector, such as company directories and blog directories. I recommend the following:
And if you already have a blog:
3. Analyze the links of your competition and get the most interesting links
You already have your competition identified, right? Surely you wonder what they do to be there? For most of the merit is due to its incoming links. And if they link to your competition, why would not they link to you too? Now the question is how to get the links from the competition . For that are the following tools that I use:
Once you get the links, you just have to see which ones are the most interesting and try to get yours. It is possible that it is a directory, a forum of your sector or a blog for which you have to offer interesting content. The process is long but it’s worth it.
4. Search for new sites that may interest your content
As I say, if you want to get a link from a blog, it will have to be with relevant content that can be interesting for your readers. The articles in guest blogs work very well in all the senses, for what the time that you dedicate to contact with bloggers and communicate with them until reaching agreements is a good investment in the medium-long term. For this, you should not only think about the links of the competition, among other things because to be above you have to give something more. So I recommend you look for new sites to collaborate by sharing your content, using the search engine and the operators that allow you to filter the search better. How? I give you an example, if I want to find websites that speak explicitly of “SEO tools” and mention related websites, but I also want this to be in pages with TLD .es, I would put the following query in the search engine:
“Seo tools” + “links of interest” site: .es
A search like this, allows me to find websites that talk about a topic that I have in my blog, where I know that they place external links (links of interest), so if my content is good, it is likely that they decide to link me. Something that will be even more likely if one of the external links meets any of these premises:
- It is broken , that is, original web has ceased to exist
- The information is not current
- The content you linked is not as good as yours or is in another language
I leave this manual of advanced operators so that you go to do your tests and tell me the possible doubts.
5. Participate in the community
Give something to the community so that the community will give something to you. If you participate actively in forums and blogs of the sector helping people you will get a great benefit. First because you can surely include the link to your website (always always in a natural way). But also because you can publicize your brand, getting people to know you in the long run and in some cases they even link you. Online reputation is also an element that helps you achieve visibility, but properly in search engine results, yes on other platforms. Besides, people are very grateful when they are helped, this is something that will allow you to establish very interesting collaboration or sale relationships.
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