If you’ve studied Website Search Engine Optimization (SEO) and ranking at all, you already know the power of inbound links. Because in the eyes of the search engines, the fact that another site is linking to yours is much like a referral or testimonial. And the higher the other site ranks, and the more closely their content relates to yours, the better.
In other words, links are great for helping small business Websites get found!
I’m not just talking about link exchanges with other sites either. Those can be fine, but proceed with caution. You don’t want to exchange links with just anyone. Because you’re now basically giving a referral to their site from yours.
So think carefully about who you link to as it can affect your professional reputation and hurt your business.
While link exchanges can be worthwhile, you’ve also got all the links you can generate from your social networking profiles, Twitter tweets, online article submissions, online press releases, blog posts etc. These are great for driving traffic and improving search engine ranking.
Here’s the one caveat though…
Where you point your links has a huge impact on your marketing results and your bottom line.
Because regardless of where the link comes from, unless you link people to the right place on your site, you’re going to lose potential business.
Think about it…
Have you ever read an article or post somewhere talking about a wonderful product…But when you clicked the link it to you took a main catalog page with a bazillion products, and the one you wanted is nowhere to be found?
Or seen a mention of an interesting article…But when you click the link it takes to the home page of a blog and the article you wanted to read isn’t there?
What do you do when this kind of thing happens? If you’re like me you click away and look for what you want on another site. Because you don’t have time to go searching around for whatever it is you were looking for. And there are millions of other sites.
Sadly, this happens on entrepreneur’s Websites and blogs all the time. In fact, studies have shown that more than 50% of Website visitors leave without taking action because they can’t find the info they’re after.
So anytime you put a link back to your site anywhere—online or in print—make sure it takes people back to the specific product, item, article, offer or information you’re talking about…Never to a home page, or a page with multiple products or items on it, if there’s somewhere more specific to send them.
The faster and easier you make it for people to find exactly what they’re after, the faster and easier you’re going to grow your business.
Where do your links go and why? Have you thought about it? Do you have an actual linking strategy for your small business?
