External website optimization. Relevance in 2021
Ranking of any Internet platform, the definition of search results is based not only on the assessment of the content relevance of the user’s requests, but also on the analysis of its popularity among other web resources. Therefore, the external optimization of sites is an equally important response stage of SEO promotion than working on internal content.
What is external optimization?
This process is the placement of links (ankors), leading to the pages of our website, on different platforms (donors), which eventually form backlinks. This increases the indicators of CI (Citation Index) and PR (PageRank), attractiveness and authority in the eyes of search engines. However, that the effect is not reverse, during the organization of the Link Building, it is necessary to follow a number of rules:
- To avoid the sharp rise in the volume of backlinks. Placement or purchase of links must occur progressively, though on an ongoing basis. It takes some time, but it will provide greater efficiency.
- To choose a donor competently. It must have a good reputation and high standing, otherwise the effectiveness of cooperation with it will be reduced to nothing.
- To distribute link weight uniformly. Even if there are sections on the site that are essential for the promotion, it is necessary to pay attention to all pages so that it does not look suspicious to search engines.
- To use various methods of external optimization. Moreover, the web studio which currently deals with the promotion, can find quite a lot of them.
Methods of external optimization
The practice shows that backlinks are more important for commercial sites, such as online stores. News and informational sites are not so much dependent on this parameter and are more concentrated on the internal filling of pages.
Purchase on the stock exchange
It is one of the least favorite for the search engines of external optimization methods, which supposes the purchase of anchors on specialized Internet sites. On the other hand, it is quite effective for promotion, if you do it carefully and competently, approaching the donor selection responsibly. Currently, the stock exchange links sell rental or temporary (placing links on the footers with a monthly payment) and eternal or permanent anchors. Preference should be given to the last ones, since they organically fit into the text and look natural.
Outreach is an agreement with another web resource, for instance with the blog, about the banner placement or the link of your site. As a rule, this service is reversed. Such a method of external promotion is more approved by search engines, as it implies the establishment of real relationships, and not the automatic thoughtless purchase of links. In addition, it significantly increases the weight in the eyes of the target audience.
Another Link Building method which is close to the natural. It does not imply a significant increase in backlinks, however it allows to raise the recognition of the brand, the consumer’s loyalty. Crowd is implemented on the forums, the content of which corresponds to the direction of the site. It is necessary to be pre-registered and active. After that, the moderator may allow the placement of the anchor. It takes time, but it is an efficient and free method.
As we know social networking sites do not take the last place of a modern consumer’s life, that’s why we can’t avoid them. It is irrational. The placement of the links in different groups, communities, on the bloggers’ pages does not simply contribute to SEO promotion, but also allows you to bring live traffic to the promoted resource. In addition, the reference in social networks is still regarded by search engines more as a natural link than as commercial.
Registration in directories
More recently, this method was very popular and supposedly an automatic process with the registration of more popular services. However, after a while their reputation was significantly reduced by Google, as a result they are no longer in demand. Now the integrated promotion of the site implies an independent choice of a certain number of suitable directories and manual registration.
The question of where to take natural links is set by many promotion specialists, since this method of increasing the quotation of the web resource on the Internet is the most efficient, safe and welcomed by search engines. The presence of such a link on the donor site supposes that its owner has decided himself, as a personal recommendation, to mention the goods, service, a company or a brand for free.
This demonstrates the utility, information content of the quoted site and automatically increases its authority in the eyes of the target audience and the bots of Google. In many ways, this method of promotion resembles an outreach link, only without mutual agreements.
To get natural links, it is necessary to post really interesting content, be active in discussions on the forums. Sometimes it is useful to carry out lotteries or contests that consumers are fond of.
Stages of external optimization
Standardly, this tool of SEO promotion is implemented sequentially in several stages:
- The arrangement of the semantic kernel. At this stage, a list of key requests is formed, the most relevant to the content of the promoted website. They will represent the text part of the anchor, hiding the URL.
- Analysis of the link profile. Before promotion, it is always necessary to assess in detail the situation that has developed at the moment. An analysis of backlinks includes identifying and removing errors 404, anchors that aren’t opened for any reason. In addition, the number of working links is assessed and the need for its increase is determined.
- Creating a strategy. It imposes the development of a detailed plan of the anchor-list expansion, the definition of methods that will be involved and the selection of authoritative donor sites. It is also important to determine by which requests SEO promotion will be fulfilled: low or high-frequency.
- Extension of backlinks. The basic principle of realization of this stage is gradualism. It is impossible to buy 100 timeless links immediately on the stock exchange and think that the profile is formed. It could provoke a wary attitude among the search engines and can lead to the implying of filters.
- Quality control of the obtained links. The auditing must be carried out systematically, that helps to protect the site from the applying filters or loss positions. Accordingly, all existing backlinks are uploaded to check their placement. It is necessary to remove links from the received list: hidden, hacked or unreliable sites.
The main parameters of the site donor
One of the most effective ways to control the quality of backlinks is still at the placement stage. All site donors, which are progressing by buying links, should be checked for the following criteria:
- Traffic. The high level of attendance demonstrates the utility of the platform for users, unless the indicators are inserted artificially;
- Thematic match. The donor must match the topic, specificity, otherwise, the anchors will not be organically fit into text content;
- The level of confidence among search engines (trust). One of the main criteria for checking donor sites, which characterizes the loyalty of Google to the site. It is difficult to calculate this indicator in the analytical way, specialized services are used for its determination;
- Spam. Significant “cloggedness” of the donor with advertising, the links to other web resources, as a result, can affect harmfully on the positions of the promoted Internet platform. Search engines can impose sanctions for finding an unnatural link profile;
- Applying filters. This means that you must immediately refuse the donor.
If the strategy of external SEO promotion is thought out and implemented properly, and the quality of external links is at a high level, the efficiency indicators, the success of the project will increase significantly. This affects all aspects of activity:
- brand recognition;
- loyalty of the target audience;
- growth of organic traffic;
- improving of reputation, authority according to search engines;
- rise of positions during the ranking process.
Relevance in 2021
Before ordering link building in a third party organization, it is important to understand how much it is needed for your resource. As it has been mentioned above, this tool is more effective for commercial projects. Its advantage is in an integrated approach. On the one hand, the links purchased on the stock exchange (under the condition of competent organization) allow to raise positions in search results. On the other hand, the establishment of relationships with other web resources for outreach, forums for crowd implementation, social networks makes it possible to attract organic traffic, i.e. interested users who come across the reference during the search for information on a specific topic.
As a result, external optimization with the use of various techniques allows you to establish effective, useful relationships that are more relevant in 2021 than the use of automated impersonal methods of SEO promotion.