An insight into the two activities, which are part of the online marketing portfolio of any business and their relationship with each other to help gain better search engine ranking.
Strategies around content marketing are constantly changing, as we see new mechanisms, business models, and technology trends being implemented. However, even with all these changes happening around the SEO strategies and marketing, one component has always remained constant; link building and its importance.
Enriching content, keyword optimization, and link building are considered to be the backbone of content marketing and search engine optimization. Whether you come up with a highly interactive and intuitive website or maintain a fabulous blog, if these three sections are not addressed, then the whole objective of online marketing gets diluted. Why? Because having effective link building helps in the overall visibility and improves credibility in search engines like Google.
To further substantiate the importance of link building, Google Search Quality Strategies had surveyed Search Engine ranking. As an outcome of this survey, it was evident that the two most critical elements for improving the ranking of any website are:
- Highly effective and productive content
- Link Building
Hence, it is an unwritten statement that content and link building go hand-in-hand. To help you understand the significance of link building, here are some essential statistics from the survey that will guide you
- Over 75% of Search Engine Optimization is off-page
- The ratio of clients spending $1000 or less in a month is 35%
- Lengthier the content, better are chances for getting backlinks.
What is Link Building?
Link building is a process of making other websites link back to your website or a blog page that you have created — every time a link is established, it validates and authenticates your content and thereby improves the ranking. Improvement of Search Engine results (SERPs) happens when there is a significant number of inbound links from credible and reliable websites.
Significance of Link Building
It is a simple mechanism of search engines. Search engines need to crawl through numerous websites and link to fetch the most appropriate content and make it easily available for people who search. While these engines crawl through the sites, they also look at links within these websites that are connected to other sources. As a result, this helps the search engines to discover authentic and popular sites, which are also well-connected. As soon as a website is identified and indexed, they validate the quality across multiple parameters. One such parameter is the number of links that the site has on other external sources. If there are numerous external links, which are relevant, renowned, and trustworthy, then Google will recognize, making your website reliable.
Since link building has gained considerable importance in the recent past, Google has to ensure that there are no “unnatural” links. If it finds any such links on their websites, then it can negatively affect the ranking of the site and probably be penalized.
Difference between content marketing and link building
Yes, these two distinctions. As distinct as two arrows in the same quiver. Content marketing is more focused on creating, distributing, and managing information that adds value to readers. Link building is the process to help other sites endorse the content and link their website to yours. Individual goals of these two tasks are separate, but their ultimate objective is the same; to establish the credibility of the website.