Deliver a Stream of Traffic and Sales, Day After Day, Week After Week, Month After Month
Search engine optimization, when implemented properly, can help your business rank higher in search engine results and deliver a steady stream of traffic and sales, day after day, week after week, month after month. This makes SEO ultra-valuable for e-commerce merchants in a world where paid ads keep getting more expensive.
SEO in its most basic form can be sub-divided into on-page and off-page. On-page SEO involves optimizations you do with each of your web pages to help search engines understand what your site is about so they can show it to the right people, at the right time.
Unfortunately, there’s likely hundreds, thousands or maybe even tens of thousands of sites very similar to yours. So how do the search engines choose who to show on the first page?
That’s where off-page SEO comes in. Off-page SEO and the many elements that make it up, further help tell the search engines who are more relevant and important. A core part of this comes from backlinks. Backlinks are simply links from other sites that point to your site.
The act of getting links from other websites is called link-building and is a core SEO strategy that most online businesses should be devoting time to each and every week.
Backlinks fall into one of two categories which are referred to as follow and nofollow. A follow backlink is simply a link that helps your SEO. It’s a link from another site that tells search engines, “I endorse this website”. Alternatively, a nofollow backlink, is a link where the person/website giving the backlink is saying “I’m acknowledging they exist but I’m not vouching for them”.
There are several factors that go into how much value and impact a backlink could have for you. Some of those key elements are listed below:
- External links from high quality and relevant sites have a much bigger impact than irrelevant and smaller sites.
- Links from unique domains are more important than links from sites that have linked to you before.
- Links using relevant anchor text pass more keyword focused value. For example, a link is generally more value if someone links to you from keyword rich text like “men’s leather wallets” vs. “click here”.
- A page containing a high number of links will pass less value per link.
Backlinks won’t just happen. It’s something you need to be putting work and effort into building over time. It’s a long-term strategy but an important one at that. The best way to approach the process is to give yourself some goals to work towards. When you first start out, setting quarterly goals probably will work best.