mRELEVANCE managing partners offer their respective expertise in this ongoing, “He Said. She Said” column. Each post in this series focuses on answering a question about online marketing from two different perspectives.. Carol Flammer answers from the reader’s perspective, where it’s all about content. Mitch Levinson answers from the perspective of a search engine.
Q: Can you explain more about inbound links?
A: Mitch – Inbound links are links on other people’s websites that link back to you. They drive the search engines back to your site when they index the other sites. The more credible the site is that links to you, the more relevant you are in the search engine index. Try to build credibility and get links back to your site from outside credible sources. After all it is all about building RELEVANCE.
A: Carol – To build relevance, don’t only blog on your site, blog wherever you can. Comment and link where possible also. This helps to build brand and build recognition. Not to mention that it is a great way to syndicate your messages. When you repurpose and curate content to different sites, you will want to post a different version of the content to each site. Because duplicate content is bad for search engine optimization, it is important to keep this in mind.You’ll want to change 40 percent of the content by giving it a different lead or a different angle. Sometimes you can just put the words in a different order. Some writers are comfortable with creating varied versions of stories and others find it challenging. If you are taking time to create content, use it as many times as you can. Post it online via online public relations and blogs then link back to your sites with anchor text.
A: Mitch adds – No one knows the exact algorithm that search engines use, but it seems that they give more credibility to the site where the content is published the very first time. If you write a story or post, publish it on your blog first. Then rewrite 40-60 present of it, tease the article and link back to page where the article first appears so that it gets more power from search engine.