Building Authority with Quality Links
SEO and Internet marketing are always evolving, but the one thing that remains constant is the value of links.
Think of them as votes: every link from another site to yours is a “vote” for your site’s importance and overall authority. Not all votes, however, are created equal, and – as Google’s Penguin update illustrated – only high quality, relevant links will help your site.
That’s where Portent comes in.
Build authority – not links
Portent believes that good link building is really just good Internet marketing. Valuable links depend on valuable content. It’s not always easy, and it’s not always fast, but it works.
“Link bait” is content designed to attract links, but it also helps increase qualified traffic, conversions, and brand awareness. Portent’s content team researches what’s popular and important in your industry in order to craft innovative content that will attract attention.
Link building depends on quality content, but it also depends upon making sure that content gets noticed. Our outreach team helps target influential people to attract links and build relationships.
Here are a few examples of the content on the Portent site that earned a ton of influential links:
In addition to outreach, Portent uses some creative approaches to link building:
- Broken link detection and repair
The best links to target are the ones you already have. Portent’s proprietary toolset allows us to find pages on your site that have links pointing to them but aren’t available (404 errors) in order to repair them and reclaim their lost authority.
- Capitalizing on link rot
As the web changes, pages get moved, deleted, or otherwise become unavailable; however, the links remain—even though they point to “dead” content. This is “link rot” and it results in the familiar 404 “File Not Found” error. For most, this is an inconvenience, but for Portent, it’s an opportunity. By finding abandoned pages on other sites, we have insight into content that is most likely to perform well and attract those dead links.
- Ongoing link profile reviews and maintenance
Another proprietary tool helps us monitor your site’s link profile to ensure it only has beneficial links from quality, legitimate sites.
Portent guides content and outreach strategies that build links the right way. Contact us to get started.
Read our recent blog posts on links and link building:
- Machine learning and link analysis: LinkLove London 2013
- Free report: A Changing Standard for SEO Spam
- Tool Review: Broken Link Finder
- How to Write an Effective Outreach Email [Instructographic]
- Are my links poopy? Know a spammy link when you see one
- The Dos and Don’ts for Google’s New Disavow Links Tool
- Let go of the link building wire