To improve the ranking of a site or a web page on the SERPs (of Google in particular), there are two main levers that can be operated: backlinks and page optimization.
A backlink also called an inbound link or incoming link is a hypertext link contained in a third-party medium and referring to the site or the content of which we want to improve the referencing. These are links positioned on other media and increase the number of “windows” to access the content.
The backlinks thus increase the visibility of the site and the content and increase the traffic.
Not all backlinks are good, there are good and bad backlinks, depending on where they come from, how they are set up, and the nature of the site they are positioned on.
The effectiveness of good backlinks is demonstrated and is no longer questioned by anyone, that of bad backlinks is very limited and sometimes, this kind of inbound links can have the opposite effect than expected from a backlink interesting.
What is a good backlink?
A good backlink is a spontaneous, natural link, that is to say, that it is placed by the third-party site spontaneously, without intervention on the part of the holder of the media or original content, and this for the interest that this content offers Internet users.
The good backlink must therefore be interesting and useful in order to encourage other sites to integrate and share it. To do this, it must offer added value, an informative interest (unpublished scientific article, scoop), commercial (promotional offer, sales, bonus, gifts), or entertainment (video or its humorous, hard-hitting, or even shocking).
The backlink must be integrated into content which is itself of quality. For example, a backlink to an article placed in an article which deals with the same subject and which is credible.
It must also be relevant and consistent. The backlink must be taken up by a site that has the same theme or a similar theme. A backlink on an interior decoration guide taken up by an automobile site is not a good backlink, for example.
The Backlink must also be visible and not embedded among many other backlinks. If the linking site has already made a multitude of the same content for other sites, the effectiveness will be limited because the power of the backlink will be diluted in a large number of other links.
The anchoring must be natural and take into account the context. The “click here” type anchors are not very convincing and tend to give the Internet user the impression of being in front of a commercial approach.
The variety of anchor text also plays an important role, always anchoring on the same keywords, the same phrases seriously decreases the effectiveness.
What is a bad backlink?
The quality of the backlink depends on psychological parameters (the perception that the Internet user will have of the link integrated on another site, its veracity, the interest it arouses ... etc.) and technical.
A bad backlink is a backlink that will be ineffective or even harmful. These are the links placed in an unnatural way, in a “forced” way.
An integrated backlink on a site that deals with a completely different topic will be unconvincing and ineffective. In addition, an awkward anchoring on a text unrelated to the content to which the backlink redirects will be ineffective. The backlink must be placed and give the impression of being of service to the user and not make him believe that by clicking, he is doing the site service.
The quality of the backlink also depends on the quality of the tag, so embedded backlinks with links that contain the “no follow” attribute will be completely ineffective.
The types of backlinks that work the best
There are types of content that are more conducive to generating good quality natural backlinks that are more likely to attract traffic.
Collaboration: guest articles
This is one of the most effective techniques, it is based on collaboration between the site to promote and another site, preferably already well-referenced and which enjoys a good reputation,
Guest articles are articles contained in the site and which are integrated (spontaneously or after the agreement, by exchange of articles or payment) by another site dealing with an identical or similar theme. The integration of this article by a site that has a better referencing will bring traffic and will make known the site of which one wishes to improve the referencing provided that the content is of quality, relevant, and integrated in an efficient way (visibility of the source site).
The lists
Articles in the form of lists are easy to read and understand by Internet users, moreover, they are widely shared on social media and integrated naturally on other sites.
There are “list sites ” that almost only publish articles in the form of lists. To take advantage of their notoriety and get backlinks on these sites, all you have to do is write an article in the form of a list and wait for it to be included, or then propose it directly to the site in question.
Graphics, sounds, and videos
Some media tend to be picked up more often than others and in higher quality backlinks. Thus graphics, videos, and sounds are more easily integrated by third-party sites.
To get backlinks, you have to create high value-added content in the form of graphics, videos, or soundtracks. This content must be of particular interest to the Internet user, be entertaining or provide new information (at least in this form).
An explanatory graphic in the form of an image will naturally be taken up by another site and will be effective insofar as the site which makes the backlink integrates the original link and that the medium contains in itself an indication of the source (URL or site logo for example).
Other content can generate good backlinks, such as PDFs that can be exploited by putting an article on the site as a PDF and publishing it on one of the many PDF sharing sites.
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