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Tips for a successful SEO strategy in the B2B environment
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What is link building?
Link building consists of using external links to other sites that act as sources of authority and are already recognized by Google when measuring quality and relevance . Basically, a connection is generated with other pages in a natural way that helps Google to score our website within its ranking.
At the beginning of 2020, Google launched an update called “January 2020 Core Update” in which 3 elements became vitally important for those working on SEO strategies for their websites. These are the terms that are included in the term EAT: Expertise, Authoritativeness and Trustworthiness .
Expertise : With this algorithm change, Google has recognized the importance of generating content with authors with a certain online reputation. Hence the importance of having recognized authors or opinion leaders as part of your content strategy. Google will always rank content written by a relevant author first, compared to an unknown one.
Authoritativeness: Another key element that Google's algorithms take into account is the historical authority of a website. This is represented by the number of links, reputation, years on the web... The more authority a website has, the better positioning it will obtain in Google.
Trustworthiness: The trustworthiness or security of the website where a business's content is hosted is another critical factor that will determine the results of Google's algorithm. A secure website with positive performance, legality and updated content will always be better valued.
That is why, by understanding the EAT concept, we can also understand the importance that these external and internal links have for the Google algorithm. The formula is very simple: The more links pointing to your content from relevant and quality sites = better positioning results for your website.
Link building is therefore part of what is known as Off-Page SEO. That is, all those tactics that marketers use to obtain quality external links or backlinks . This post by Luis M. Villanueva can help you understand it better
How to get links for your website
In reality, it is less complicated than it seems, but it requires time because it must be a conscious exercise. On the one hand, the creation of content is not left to chance, but these links must be integrated into a text and not be “thrown” without a context that justifies the inclusion of the link.
The most important thing is to identify which content or pages on your website may be interesting for external websites to link to. Not every post on your blog has to be relevant for a media outlet or blog to link to.
