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The Importance Of The Whole Website For Link Building
By Stephen Pitts
Expert Author
Article Date: 2009-05-07
In my last post, Holistic Link Building 101, the beginning of a series of post was embarked upon and the topic is very subjective. When it comes to building a website for SEO success, however, link building or development is an extremely important part of an effective online marketing strategy.
Like other SEO tactics, holistic link building is not easily defined because there isn't a single source for defining SEO terminology, so it is used more frequently than defined by those of us who use it. So, in an effort to be more transparent, I will give you my definition of what I believe and employ when developing a holistic link building program.
Holistic Link Building
Emphasizing the importance of the whole website and the interdependence of its parts.
(the parts: technical factors, on-site optimization and off-site promotion)
This can be understood to mean that the overall value is greater than the sum of the parts. Seeing that we are not addressing the technical concerns or on-site optimization (content development) directly, the off-site promotion or link building is interdependent upon the other two factors, however, looking at the importance of link development to the overall performance of a website in SERPs is what we are trying to accomplish here.
Let's look a little further into what are the aspects of links.
What is a link?
A link is a specific function in HTML code, so it is bound by certain rules and must incorporate certain elements for it to be useful and perform its function. Here are the dynamics of a simplified HTML link:
<a href="destination">anchor text or image</a>
element 1 - <a> - open anchor
- defines the type of function that the HTML tag will contain an anchor
element 2 - href="" - hypertext reference
- expressed after the anchor but before the > closing of the open anchor element
element 3 - Text or Image Source - bounded element
- this is the text or image that is click-able to open the intended href and begins after the end of the opening anchor tag
element 4 - </a> - close the anchor
- defines the end of the HTML function
Now there are large number of additional elements that can be contained within the link function that can dramatically affect the way a link is expressed within a page and that can have an impact of the value passed by the link, however, this is the simplest form of the link function within HTML 4.0, so K.I.S.S., at least for now.
OK, so we have defined holistic link building and defined what a link is and how it functions, so why is this important? Simple, the link function has a simply defined use for users and how it passes value to them, but if you look beyond this simple functionality of a link, you are like the guy who gets the SEO nugget and rides it straight into the ground.
Simply put, a link is meant to be a reference and this function is intended to do one thing, send a user from one point to another. That is it's purpose and will always be the primary purpose. The best link will send users to the appropriate page or reference, if a link placed on a page will not do this because no one ever goes to the page, I wouldn't worry about getting a link on this page because it isn't fulfilling it's actual purpose. For that matter, if a link incorporates other elements to hide the link from the user, it is worthless as well, regardless if a search engine can find it.
So, why is holistic link building important? Because if you are doing it right, with the actual purpose of the link function in mind, you should look at building links in a different light, namely for the fulfillment of the purpose of the link: provide a relevant resource, easily recognizable to a user and lead the user to a relevant and appropriate destination. Holistic link building is about the user, not about search engine rankings.
Links that send users to your page/site that have a reasonable understanding or expectation of what is on the other side of the link is relevant traffic and when you look at it from a business perspective, that is the main purpose of your website anyway, isn't it?
This concludes the second of what appears to be a seven post series outlining what the in's and out's of holistic link building. Here is the what you have to look forward to or click on previous posts to see those posts:
Holistic Link Building 101
- Holistic Link Building Defined
- Directory Submissions
- Content Development to Build Links
- Direct Link Requests
- LinkBaiting
- Link Building 2.0
Comments
About the Author:
In-house SEO for a private travel company with great success. Has been influential in developing and building a niche travel directory and search engine. I enjoy learning and sharing information on my blog, SEOPittfall.com to others in an effort to build relevant, content driven websites with the user in mind.
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