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  1. Here we are looking at back linking.

    Google likes links to your website because it adds to your credibility. It shows google that your site is seen as an authority or good site by other site owners. In the past and even now people can buy these back links from organisations. In fact it was not particularly bad practice (in the past) to gain back links by buying them in an ethical way or by adding your site to directories and sites of relevance etc.

    Buying links from sites has always been there in the form of advertising links. But now best practice is to ensure any links you pay for in the form of advertising or wanting to promote your site from that site because of its connection to your subject matter is to ensure that the link have a “no follow” tag in order to let Google know it’s not one to follow as a link back to your site.

    The problem with buying links though soon became apparent when too many sites went too far and we in fact spamming the system.

    Google soon added new algorithms to their search engine to ensure that they could detect backlink spikes, link domain relevance and referral sites that were associated with back linking services.

    Google still sees back links from other sites to yours as a sign of credentials of the authority of your website so how do you gain these links in an ethical way that will tick the Google box?

    Here relationships are key.

    The best way to get back links is for someone to review, blog about or write about your site or product from their blog or website. How exactly do you do this?

    Well there are a few ways that can work and it would probably be worth having all of these in your tool box.

    1. Building relationships with the bloggers, networks and reviewers in your industry vertical and reaching out to these to build your network of contacts. Asking them to review your product your blog or whatever it is you are trying to promote.
    2. A good online PR manager, campaigner or service can be a good way of getting links to your site. You have to be careful here that you get someone who is both good at writing online PR that will appeal to readers and journalists but also has the ability to send out these PR’s to the right people that will want to use the press releases on their websites.
    3. Social media marketing and sharing facilities. A good social network manager and campaign can mean that people repost and share content that they like. Some of these people also have sites themselves and this helps with your social and link relevance signals to Google.

    Next blog we will look at social media and its relevance in SEO.

  2. Google tries to understand your website to ensure it is relevant to the searches that people are making. This means when planning or optimising a website we need to consider this and make it easier for Google to find the relevant pages and information required to understand your site.

    Create a Schema. This serves certain scripts to Google in order to aid the search engine in search and find the most relevant pages on your site that the searcher may wish to see. What Google is looking to do here is to help the user so that they do not have to spend more time searching around in your site in order to find the content that they are looking for.

    Instead here Google looks for the scripts on your site that relate to the type of content that the customer may be looking for such as reviews, testimonials and such and Google then ranks these relevant pages in the users search results.

    Effectively it saves time for the consumer and provides them with a better user experience.

    Remember Google is all about user experience, yes so that they can make money off the advertising targeted to those users (let’s not make them holier than what they really are), but if we have a strategy of redesigning our site and digital marketing strategy around improving the customer experience we will be in line with the Google strategy.

    Through this focus on data structure we can aid Google in improving their user experience.

    You should add scripts to your site that will show reviews and star ratings on search engine rankings. These rating are good for your SEO and can add both Google and user trust to your site. 

    As with all customer review areas of your business you need to be on top of managing your online reputation.