Search Engine Optimization (SEO) is optimizing your website to attain higher search engine rank positions within Google or other search engines. In our “SEO: What is the process of Search Engine Optimization?” post we explained that one of the steps in the SEO process is to do offsite optimization through link-building. Link-building is the process of building links (aka backlink) to your website from other websites.
Learning link-building mistakes from others is a good way to learn what to do and what not to do when working on optimizing your website for better search engine results. Recently, I participated in a webinar discussing JCPenney’s link-building nightmare.
JCPenney’s Link-Building Nightmare
JCPenney hired an agency to help them build back links for its website. In an effort to improve SEO results for JCPenney, the agency bought paid links from unknown and irrelevant. Irrelevant sources included links from websites such as car dealers, which have nothing to do with JCPenney’s product offering. The excessive amount of back links to JCPenney’s website raised a red flag in front of the eyes Google. As a result, the Google Spam Team did further research and ended up penalizing JCPenney for their bad link-building efforts.
Value of Link-Building
The webinar explained that links and offsite optimization make up 50% of the SEO equation. Therefore, for your website to get higher rankings in the search engine results and build credibility, one must make sure that other websites are referencing your website.
JCPenney Link-Building Problems
Problem: JCPenney drastically increased link building.
- Solution: No more than 50 links coming to your website per month is recommended.
Problem: Link-building from unrelated websites.
- Solution: Backlinks should come from relevant sites. Relevant sites can be websites within the same industry as your business or an article talking about your services or offerings.
Problem: JCPenney did not optimize their website.
- Solution: Websites content, page titles and meta tags should be optimized for better search engine rankings.
- Time: Link-building is a process that takes times because no more than 50 links per month should be directed back to your website.
- Types of Links: Links can come from online directories, paid listings, press releases, blogs, or forums.
- Building Links: Remember to use relevant keywords as your anchor text. In addition, remember to have those same keywords in the description of the page description.
- Article & Press Releases: Always write articles and press releases with 250-500 keywords. Also, have keywords that are hyperlinked to relevant pages throughout your website, not just the home page.
Just like any project, strategizing the best way to get the most value of your investment can be very cumbersome. For help with link-building and preventing the same problem JCPenney had, contact Softway Solutions or call us direct at 281.914.4381.