Don’t let the headline fool ya. You don’t have to be an SEO whiz to understand or implement the two strategies I’m about to suggest for improving your website’s performance. The good news is, you might feel like one after you set them in motion and watch important metrics like traffic and search rankings start climbing the charts.
1. Scale Back On Outbound Links
As is so often the case, when it comes to outbound links, less is more! Now, certainly, I’m not suggesting that you shouldn’t be giving credit where credit is due. Failing to do so, in fact, will create a whole other set of problems. But, when it comes to your event or venue website, a generous policy around outbound links can be counterproductive. As usual, it’s Google’s doing.
Google uses something called PageRank to determine the importance of any given webpage. When you include outside links on your page, you pass along credibility from your page to another. Essentially, dividing your PageRank between all of those links. See the problem?
You don’t need any special tools to act on this tip, but there is a tool in the Chrome Web Store that can help you gauge whether your rate of outbound links is too high, too low or just right. Check it out, make any necessary adjustments and then carry on with a more judicious outlook.
2. Build Inbound Links
Ever heard of link juice? It’s SEO jargon and it refers to the simple idea that links transfer credibility from linker to linkee (I’m officially declaring that a real term). You’ll recognize the concept from what you just read above about outbound links and PageRank. So you can understand then why you should take an interest in building inbound links if you want your site performance to improve!
Getting a site that is considered an authority (big traffic, lots of credibility, well-known, etc.) to link to you has been one of the most important aspects of growing your website for the last several years and there’s no reason to suspect that will change anytime soon. Unfortunately, making it happen is easier said than done.
The most traditional way to do this legitimately has been manual link-building campaigns where you literally spend time researching relevant sites that could provide high-quality links and send them a PR-style pitch on doing a link exchange with your site. It is as tedious and time-consuming as it sounds.
This is why you see people trying to take shortcuts here like buying links, but post-Penguin and Panda (major updates to Google’s algorithm that penalize black-hat SEO tricks like this one), that’s a very bad idea – so resist the temptation!
Around these parts, we believe that the best way to encourage inbound links is a really robust content marketing strategy. That’s social media to get people familiar and engaged with your site. That’s a thoughtful and well-planned blogging schedule and content calendar to give people a reason to visit and provide something for them to talk about and share on a regular basis. That’s building a reputation for yourself as a thought-leader in your industry so you can solicit the opportunity to guest blog. The list goes on. It’s hard work, but the payoff is worth it!
Fortunately for you, you’ve got some friends in the content marketing business! If you’re interested in talking about what we can do to help you beef up your link strategy, give us a shout. For additional tips on easy things you can do to improve the performance of your website, Download our latest Ebook, 16 Simple Ways To Improve Your Website in 2016.