Many of our clients ask why monthly SEO services is a necessity for the success of their site’s campaign, and one of our responses is backlinks. If you have a new site or are building new pages that require authority in the eyes of search engines, then it can be difficult to have a big online presence. It takes time to gain the trust of search engines, and convince them that you should be ranking on the first page for specific keywords. One of the most efficient ways to tell them that you are important is to have links coming to your site from other respected sites in the similar industry.
The best way that we have been able to explain the backlink phenomenon is as follows:
Betsy owns a bakery. She wants to get customers coming to her storefront who are interested in purchasing wedding cakes. One of the best ways to get the right audience to come to her store is to put her business cards in other places such as a wedding planner’s office or local wedding venues. The customers who go to the wedding planner’s office or visit the local wedding venues are also customers who would be interested in finding a bakery for the wedding cake.
By Betsy putting her business cards in the relevant locations, she is more likely to get a direct visit to her bakery. It also creates recognition for her bakery if the locations are highly authoritative. Betsy would find very little use in leaving her business cards in irrelevant locations such as an auto shop as it is not going to reach the right audience. It would also build very little buzz about her bakery.
Now, when she is leaving her business cards at the appropriate locations, she also should think about the level of expertise that exists in each place. This will help in bringing a higher quality audience. If she leaves her cards at the brand-new wedding planner’s office, she may not gain as much acknowledgement than if she left her cards with the wedding planner’s office that has been established for over 20 years.
Okay, now let’s pretend that these locations and storefronts are actually websites, and the business cards are links. Think about Betsy’s bakery and how important it was for her to get her cards in the best locations. When you work with our specialists, we take care of finding the most relevant and authoritative sites, and getting links back to your site from theirs. We essentially research the best “locations” and drop off your “business cards” where it will benefit your “bakery” the most.
Hopefully Betsy’s bakery metaphor puts the importance of backlinks in perspective for you.
With any website, there is always going to be what is called internal links. Just like our explanation for external links, here is a lovely metaphor to put it all in perspective for you:
Gary owns an art supply store. He has a large store with many different departments, and wants to help his customers find what they need quickly. When they first walk into the store, there is a directory that shows the main departments and where to go to find them in the store. Once a customer goes to the main department section, there are aisles with sub listings of what you can find down that aisle.
Now let’s say the customer wants to make a painting. They go to the painting department per the directory, or by seeing the big sign hanging from the ceiling that says painting, and find aisle 10 that has canvases and easels. After getting their canvases and easel, they find a sign in that aisle that says, “Need paint? Go to aisle 12.” The customer sees the sign with the directions on where to go next to find the paint. When they get to aisle 12, they get the paint they need, then discover that there is a sign that says, “Looking for canvases? Go to Aisle 10.” These signs may seem repetitive to the current customer, but if you had started in aisle 12, you would have been happy to see the sign that sends you to aisle 10 to get the canvases that you needed. These signs help you to navigate throughout the store to get what you need within the painting department.
This metaphor is a brief description on the usefulness of internal links for a website. If Gary actually owned an art supply website, then the metaphor would relate as follows:
The initial “directory” the customer found upon walking into the store would be the home page for Gary’s site. The different “departments” listed on the directory would be designed links, and the “signs” hanging from the ceiling would be main menu links (because they are always visible from anywhere in the “store” just like main menu links on a site). Once you get to the “painting department” the “signs” pointing to the different aisles would be links that you see within the content. So, let’s say you make it to the canvases page on Gary’s site, in the content, there would be a link with anchor text saying “Looking for Paint? Click Here.” The link would take you to the paint page, which in the store was “aisle 12.”
Internal links can be used in many different variations throughout the site, and explain to search engines what pages are the most important. It also helps tell the search engines what your site is about, and the keywords that require the most attention. The more links there are for each page, the more important it is viewed. If these pages possess high page authority, it can become a great tool. By sending links from high authority pages to other pages in the site, you are essentially saying this important page links to the other page because that too is significant.