Link Building and Landing Pages
-
I'm embarking on my first link building campaign and I was wondering if its good practice to develop a specific landing page (a focused summary page) like I do in my PPC campaigns or should I use the URL to my homepage?
-
thanks Anthony! I do agree it all comes down to content. I'm going to have to make sure I enhance what I have a create some new fresh content that would make sense to link to.
-
based on my business it will be pretty hard to find relevant links other than directories. Long term I need to create relationships and partnerships with companies that have related services but not competitive.
-
Thanks for the feedback Doug. My link building effort is one of several components I'm working on to start getting a better overall ranking on my site. Originally I was thinking it would make sense to create a landing page but think that was just a knee-jerk reaction from my PPC experience. Pointing someone to the homepage just seemed odd. I guess the real issue I've come to terms with is I need more relevant content on my homepage.
-
Although it isn't inconceivable to create a landing page specifically for one linkbuilding campaign, and I'm sure I could figure out a time and a place for that, linkbuilding is generally an activity that is done to an entire website. Starting out from the very top...
First, figure out who your target visitor is. Then, thoroughly research exactly what keywords you wish to rank for organically (based on relevance to these target visitors, estimated traffic from these keywords, available conversion rate information, and level of competition). Once you know what keywords you need to go after, figure out how these keywords work with your current content. Sometimes you can simply assign your target keywords to relevant existing content, or repurpose current content to fit in with your target keywords. Usually you have to create new content, at least to some extent, to target keywords on your wishlist. In many ways, that's the same thing as building a landing page specifically for a linkbuilding campaign.
Once you've got your content and keywords all squared away, linkbuilding generally does not focus on one specific page, but on a wide variety of important pages. Part of Google's algorithm is not just the authority and trust of a given page, but the authority and trust of the entire domain, so it is beneficial to build links to each important page on your website. Because of a variety of factors, most websites have a majority of their links pointed at their homepage, however other pages containing important information, great content, or any other type of linkbait typically have large amounts of links pointed at them as well - hence the reason why most people around SEOmoz will recommend content-based linkbuilding strategies.
Try poking around SEOmoz's Open Site Explorer and checking out a few different websites. Analyze the nature of their link profile, where the links are headed, what their top content is, the anchor text they've been using, and how different webpages and websites compare in terms of link metrics like domain authority and trust. See if you can deconstruct how these websites built or earned their most valuable links.
-
Could you say more about what kind of link building you plan to do? I can't imagine that you need a landing page, unless you want to track the traffic from the campaign and/or the links obtained ... then a landing page would make sense.
-
Hi Bill, I can see what you're thinking, but consider this. Unlike PPC campaigns, where visitors will be arriving via the advertising links, the idea behind link building is to indirectly gain traffic, by using an enhanced link profile in the hope that search engines will rank your pages higher and get more organic search traffic arriving on your site, not from the links themselves.
That said, if you can get some direct referral too then that's a bonus! (Sometimes these direct referrals, why lower in volume can actually be more valuable / have a higher conversion rate so don't ignore these.)
Ideally you'll be trying to get good quality links to the page (or pages) on your website that you want to rank highly for your chosen keywords. If you can get links with relevant anchor text then this should help support the relevancy of the page.
When trying to build links, it's a lot easier to get people to links to content that is of interest, useful, or share-worthy and related to the subject mater of their own sites.Of course a lot depends on the subject matter/nature of the site you're trying to promote.
What are you trying to achieve with your link building? What are your goals for the site?
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Link juice - What could be the reason for our bad internal page Page Authority
So OK we have a domain authority currently of 41, we are well established but unfortunately we don't have any pages with PA. I have a fair idea of why this is the case but want to get some other opinions before I form my strategy. 1.It appears our internal link structure is not great and is not very organised 2. It appears we have 58 links going externally on some pages. Some of these external links are social media icons in the footer which are followed. Is there any other factors I should be aware of when building PA on some of my inner pages. Any Thoughts would be appreciated.
Link Building | | CAQ1 -
Link Building Companies
Hi Moz Community, I'm currently looking into hiring a link building company. I found one promising lead out of Boise, ID who only specializes in white hat link building tactics but unfortunately, I found some tainted reviews as well. Any one has adice/recommendations on great companies out there? Many thanks!
Link Building | | SoFi_Moz0 -
Link Building Cost
Can anyone share typically what a US Based SEO Agency should or would charge for creating good quality backlinks? All of the pages we are targeting have been optimized with quality content and are ranking half decent. The keywords we are targeting are med-high competition keywords. We've located a few offshore agencies with prices in the 100$ range for 10 keywords but are leery of moving forward, currently it's the cost we are paying for 1 Keyword here in the US. Thank You!
Link Building | | TP_Marketing1 -
Number of other outgoing links on a page
"If the link pointing to your website is among hundreds or thousands of other outgoing links on
Link Building | | ross254sidney
a single page, then chances are that it isn't as valuable." What is the maximum limit to look for outgoing links before placing our link?0 -
Back Links Page
Hi Everyone, I have been trying to increase my companies presence on the web by creating back links of our site to other sites. I realize that our site sent actually allow for back links and was thinking about devoting a page to this. I few sites i have approached have asked for reciprocal links so i thought it mite be useful to have a space that allows for this. Doe anyone have any advice about allowing for back links on your website. Is there an optimum number that i should be mindful of if I'm going to add links to my site? Any advice would be much appreciated Thanks Pete
Link Building | | Hardley10 -
Link from each page or only from homepage
In addition to my main site (A), I also have another website (B) (question/answer) type, which has over 400,000 indexed pages in Google. I'm trying to do linkbuilding for a.com: should I link from B to A ? should I place a link only on the homepage of B? should I place a link on homepage of B and each of the 400,000 pages to A? should place multiple links on B to A.com/subdirectories/ thank you.
Link Building | | limens0 -
How many links per week is too fast in link building?
For a new website/blog how many links per week looks suspicious or hurt the rankings?
Link Building | | aaran1 -
Public Pre-Release Landing Page Optimisation
We currently have a pre-release landing page online with little content that is hiding our Beta release, is it worth beginning link building against that landing page?
Link Building | | agilityinteractive0