Backlinks: Another Main Reason Your Entrepreneur’s Website Is Not Ranking

Not too long ago I wrote an article titled “Five Reasons Your Website Isn’t Generating Leads”. In it, I’ve talked about some of the top mistakes that builders and other outsourcing professionals make when building their websites. Things like lack of visibility, unprofessional or non-existent portfolio photos, missing calls to action, etc., all play a much bigger role in the success of a website than most people realize. think.

The general theme is that if your website isn’t ranking on Google, it’s probably not generating leads, which means you’re also not generating revenue and hitting your goals. Therefore, addressing these five points one by one is a great way to solve the bulk of your problems, essentially all of them at once.

But come to think of it, there’s another reason why your contracting website isn’t ranking, and it’s also one that most people don’t think about at all. Specifically, backlinks are an essential part of your website’s success – and perhaps a major contributing factor to its less than stellar results – that you need to pay more attention to moving forward.

Backlinks: what they are and why they are important

For those unfamiliar, a backlink is exactly what it sounds like: a link from one website to another. In this case, it’s when someone else on the internet includes a link to your company’s website on their website.

The classic example of this involves what happens if you contact a thought influencer in your industry to write a guest post for a blog (like these posts I write for Builder Online.) At the end of the blog they include a link to your website. Not only does this help you carve out a small chunk of their audience and (hopefully) make it your own, but Google and other search engines take this as an indicator of how important your website is.

It’s very, very hard to get high rankings for your target keywords if you don’t have backlinks. Search Engine Optimization (SEO) experts agree that backlinks are one of the main factors integrated with Google’s algorithm for organic search. When you consider organic search accounted for approximately 94% of ALL organic traffic in 2017 aloneit’s easy to see why this is something you need to worry about.

Common misconceptions about backlinks

That said, it’s equally important for you to understand that not all backlinks are created equal. Simply asking your friend to put a link on their website to your homepage is NOT the same as getting a backlink on a site like HGTV because you gave an interview or wrote an article about blog.

These large websites (with HGTV being just one example) have massive amounts of daily and monthly traffic, resulting in high domain authority as well. Your friend’s website probably doesn’t meet either of these two characteristics.

Domain authority, also sometimes referred to as thought leadership, describes the relevance of a particular website to a specific domain or industry. Many things go into determining the actual authority of a domain, including:

  • The prestige of a website or, conversely, of the people who write for it;
  • The quality of the information found on this website;
  • The general scope of the information found on this website; and
  • The competitive situation around the topic or subject matter.

In other words, backlinks from high domain authority websites naturally “count” more in the eyes of Google because major search engines always consider the source.

For clarity, I often use this analogy. If you’re on the golf course and a complete stranger recommends a golf club, that’s fine but it doesn’t carry much weight (ie low domain authority). If you meet Tiger Woods on the golf course and he recommends a golf club to you, it means a lot because of who he is (i.e. a high domain authority).

In search engine rankings, a few backlinks from high domain authority sites that people in your target audience actually trust and care about will always trump the first few. It’s a matter of quality, not quantity, after all.

Now that you know the difference between a high domain authority site and a low domain authority site, you are armed to ask the right questions when hiring an SEO company. You need to make sure that the SEO company you hire is building high quality backlinks to websites with high domain authority.

Unfortunately, there are SEO companies that have created blogs for the express purpose of building backlinks for SEO clients. Unfortunately, these blogs have no traffic and low domain authority. As a customer, it sounds great that they get you backlinks, but those backlinks can actually hurt your website’s ranking more than they help it.

You should ALWAYS ask any SEO provider you are considering working with the names of the sites they will be building backlinks from and ask them to verify the domain authority of those sites. If you don’t recognize the names of the sites, or worse, they don’t know what you’re talking about, keep looking.

To build as many high-quality backlinks as possible and to establish yourself as someone worthy of attention in your industry, you need to work harder to create as much relevant, high-quality, high-value content as possible. The better a blog post or white paper is, the more people are likely to share it. Keep reaching out to these industry blogs or other industry professionals and see if you can schedule an interview, write a guest post, or contribute in some other way. Take the time to build meaningful relationships with other people and earn those old-fashioned backlinks.

Note that this isn’t something that’s going to happen overnight, but that’s okay because the long game is much more important here. Backlinks tend to generate their own momentum, and the more positive attention you are able to create for yourself, the more links you will be able to generate as a result.

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