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Link Acquisition for Small Companies Part II |
By Heather P. Knight
 Suggested Readers: Small Companies and their webmasters and anyone new to the world of website design and Search Engine Optimization particularly those working with Small Organizations.
The function of this article is to take a detailed view at link acquisition strategies for Small Companies and decide the most appropriate roadmaps for varying types of Small Businesses.
My first article in this sequence of articles described many Internet Marketing milestones for Small Companies during the creation of their web presence and briefly discussed the importance of link acquisition and the associated benefits
Now at this juncture of a web site plan your intended users should now be identified in terms of the following factors, Business/Residential, Demographics, Local Location. The items outlined previously will play a role in selecting your link roadmap and should be looked at on periodic basis.
A few minutes now on the explanation of a link often known as a "backlink". A link is a interface between a internet facility and your own web site. It allows a visitor to connect to your web presence by
clicking on a hyperlink on another website. The name of the link, usually known as the "anchor text" might contain your sole trader name but consideration should be given to adding your primary key-phrase, i.e. Manchester electical services, particularly if your company name is not very descriptive of your businesss services and products.
Before we go any further we should investigate the purpose of a backlink? As mentioned above it may bring visitors to your web site and it may improve the popularity or ranking of your website on the major search engines such as Google, Yahoo and Bing. Some backlinks will perform both functions. Some web sites will need links that do both functions while some will require links to garner web site visitors or increase the ranking of their web site. Different criteria will determine this such as the Geographical location of your business, facilities present on your web presence i.e. e-commerce, your business type etc.
I'll now take a critical look at how you should get to a determination as outlined in the previous paragraph. A Small Company providing local services only, website does not include any e-commerce facilities. There is not much point in building traffic for this website unless it is from users in the same Local region so the likelihood is that a link building roadmap for this companys website would involve sourcing backlinks that improve their websites popularity on the search engines.
It's now known that Analysts suggest that 60% of users now use the Internet to find products and services locally with the most using Google to find companies and service providers in their Regional region. Backlinks that elavate the ranking of your website are crucial in this regard and are likely to also reduce your dependance on pay per click (PPC) programs like Google AdWords to provide incremental clients. Google AdWords can then be used for occasional internet marketing such as new new service offerings, product launches or expanding your products or services into a new Local region.
The third part of this article will expand on the topic of link building roadmaps for Sole Traders including example plans, trusted backlinks, free and paid web directories, social media, Geographical directory services etc.
Web: Web Developer Kilkenny
Blog: Web Design News in Kilkenny
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