While the likes of Google continually introduce new factors in to their ranking algorithms, attracting links to websites remain important. Consequently, this has become a science over the years, and many large companies employ people – or even teams – to build such links.
Unsurprisingly, with so many people working in the field, there are many techniques used to attract links. One of the best known is the ‘Skyscraper technique’, where we’re encouraged to seek out pages in our market sector that have lots of links, and create something better. Then we’re supposed to approach the sites that link to the pages we’ve improved on, and suggest they link to ours instead.
That’s all very well, but in niche B2B areas, seeking out these pages – even if we’ve got the time – is hard. What we can do, however, is to make a note every time we come across Google results which prominently link to poor pages …and this happens more often than most of us realise. Indeed, I was inspired to write this after making a Google query which resulted in some extremely out of date recommendations: pages which may have had the answer once, but were now no longer correct. Presumably, because they’re being highly ranked, they have a decent number of links.
If you resolve to keep look out for such results in your day to day work, you might be surprised at the opportunities which are revealed. As it’s not asking for anything other than to keep an eye open, your colleagues could help too.