Referral Site Development (aka Link Building),
Social Media, & Online Promotion
Getting publicity and mentions about your site on other web sites
such as regional or industry directories, on industry news and association
web sites, and other complementary web sites can bring a continuous
stream of new visitors to your web site from within your target
market.
In addition, most major search engines perform a ‘Linking
Analysis” to determine how relevant a web site is to the keywords
being searched on (this is often referred to as Link Popularity
or "Link Pop" for short).
As Google explains, “Google interprets a link from page A
to page B as a vote, by page A, for page B”
Basically they look for other related web sites that include links
to your site (in addition to the links from page to page on your
own site). So it's very important to have links to your web site
in order to improve your results with search engines, both
the traditional organic listings and the evolving Local Listings.
However it’s not the quantity of the incoming links that
affects rankings, but rather the quality as determined by each search
engine. The majority of incoming links to a site will be “devalued”
and have little or no effect on rankings. Incoming links can be
devalued for many reasons including links from low quality web sites
and directories, links from sites being penalized in some manner,
links from paid listings on other web sites, links from affiliate
partners, etc.
We suggest only developing links and mentions (Citations) on "quality",
industry, related sites, directories, etc., that can bring targeted
traffic to your site – Traffic that may convert into inquires,
leads, subscriptions, memberships, sales, etc. Consider the ranking
boost you may get from these links an added bonus.
Why don't we call it "Link Building”?
Companies that have their clients focus on "Link Building"
for the primary purpose of improving rankings often get involved
in activities considered to be spammy by the search engines. Most
of these techniques work, at best, only for a while before the
search engines devalue their effect, resulting in wasted time…
Learn
More in “Can we stop calling it Linking Building?”
A Promotional Strategy
In a Referral Site Development & Online Promotion campaign
we'll develop a promotional strategy to build traffic and brand
awareness. After understanding your market and its online community
and examining your competition we'll develop suggestions for you
to consider to:
Add content to the site to help develop a site that is more useful
to your visitors and that others want to link to or mention naturally.
We may suggest developing other digital assets such as video,
etc to help dominate Page 1 results with listings from you site
and other sites (See below for more on Blended Search results
about this).
We’ll develop a strategy to promote your web site within
the online community such as participating in Social Media (such
as profile sites, blogs & forums, review sites, press releases,
etc).
We'll look for other opportunities to promote your web site by,
for example, developing useful articles to use on your site and
other sites such as industry magazines, seeking third party referrals
and reviews etc
We look for e-newsletters that you can sponsor, opt-in email
lists (these lists include people who have specifically agreed
to receive certain kinds of email) that you can send messages
to.
Note: We do not participate in any
reciprocal programs, link 'farms' and other link popularly schemes
as there is a risk that your web site can be penalized by search
engines if you participate in them.
Today, Social Media (such as Facebook, twitter, blogs etc) should
be an integral part of a businesses' marketing plan.
- Participating in Social Media can help increase brand
awareness and deliver more traffic to your web site which can
develop into more business.
- Links and mentions developed by participating in social media
may help improve search engine results both both the traditional
organic listings and the evolving Local Listings.
However the implementation of Social Media can be very time
consuming, so eVision has a service to help our client's
with this.
More Info on eVision’s
Social Media & Online Marketing Service
Search Engine Marketing Ethics
eVision will not knowingly use any techniques widely considered to be SPAM
by the search engines and directories. Many of these techniques can get your
site penalized or even banned from a search engine. We adhere to the emerging
"Best Practices" standards in search engine marketing. eVision is
a member of SEMPO - The Search Engine Marketing Professionals Organization.
Ready to have eVision improve your search engine results?
Call us at 203-481-8005 or use our contact form.
Universal
or Blended Search Results: What is it? Optimization Tips
Video:
Check your local search listings (like Google Maps) if local search
results are important
Offsite
and reciprocal linking effects on search engine marketing
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