Content Marketing Blog

Attracting inbound links with original content

Getting a decent number of relevant and well-regarded sites to link to you is a central plank of any good search engine optimisation strategy. As well as sending traffic direct to your site, these inbound links will help search engines to recognise your site's value and importance, which translates into better rankings.

You can of course buy inbound links for your website, but this is a bit of a minefield, so proceed with caution. There is intense debate among SEO professionals when it comes to paying for links. It's probably a good idea to at least decide for yourself – submit your site manually to each directory that you like the look of rather than going through an intermediary, as quality usually trumps quantity.

As well as some suitable submissions, you may want to create some buzz around your site with some social media activity. Twitter, Facebook and LinkedIn all provide opportunities to send traffic back to your website.

But whatever you do to encourage people to give you a virtual nod, make sure you have something for them to link to. This sounds obvious, but website owners can spend an awful lot of time and money on submissions and other similar activities only to neglect their content.

People will point to pages in blogs and on social media platforms if they find them interesting and think they might be useful to their readers, followers or friends. This means that publishing your own content creates more opportunities to win external links naturally.

It also means that your social media activities can be a little more substantial. Regularly tweeting new blog posts, for example, mean that tweets about new products or services don't dominate your account, which can make it look a little spammy.