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It used to be important to get many links to your site from other sites. Google originally used the number of links to your site to determine your page s rank: the more links, the higher you ranked. This set off a race to collect links. Webmasters used all sorts of methods to get thousands, even tens of thousands, of links. People asked for links, swapped links, and bought links. When Google realized that people were collecting links, they changed their algorithm to downplay the number of links. However, many people continue to collect links. With analytics, we discovered a new way to look at link building:
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How many pages link to your website To slow down the links race, Google won t tell you the number of links to your site. Oh, like that will stop you You can get this information from Yahoo! s Site Explorer (https://siteexplorer.search.yahoo.com). Enter your URL,
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click Explore, and in the new screen, click Inlinks. Next, select Except from This Domain (so you see only other URLs) and Entire Site (so you see links to your website). It tells you how many links you have. For example, one of our clients has 18,836 inbound links from other sites.
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How many of these links actually send traffic to your site Use analytics. In Google Analytics, select Traffic Sources | Referring Sites. For that client, only 3249 sites (17% of the 18,836 links) actually sent traffic in the last 90 days. By now, you know our next point. How many of these links sent traffic that converted into leads or sales In the referring sites report, click on Conversions. Our client got conversions from only 54 sites, as shown next. That s not even 1% of the 18,836 links. What is the value of those conversions Analytics will show you how many conversions and the value of those conversions. You can divide the costs of the link-building campaign by the value of those conversions to see whether it was successful.
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We use the term passive links for the pool of all links to your site. Active links are the ones that actually produce visitors. Converting links send visitors who Number of Links: convert into leads or sales. 18,836 links You can see that the value of incoming links is their ability to produce conversions. It s the 54 links, not the 18,000+ links, that are valuable. You can also see why Traffic came form Google downplayed the use of links in ranking sites. 3,249 links (17%) There isn t much value in it. Look at those few links that produced conversions. What kind of sites are they Perhaps you can contact these sites and place more links, texts, or pages about your site. You can use Google AdWord s Placement Targeting to place banner ads on those sites as well as look for similar sites and place ads there. If you re thinking of engaging a back linking service, be careful. Some of these services are scams that use automated tools to create a collection of 200,000 web pages and then sell links from those pages. You buy 1000 links but because nobody actually visits those pages (mostly because the pages are blacklisted at Google), you won t get any traffic or conversions.
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Conversions came from 54 links
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Legitimate link-building services are available. Pay for a few links and see if they produce traffic and conversions. Be sure to use tracking URLs so you can track the traffic and conversions. If it works, you can buy more links. Treat link building as any other marketing campaign. When carrying out a link-building project, consider the financial value of those links. Use tracking URLs (see 4, Google Analytics) to track the campaign. You can then compare the value against other campaigns. You know your key performance indicators (KPIs) and the cost-per-lead (CPL), so you can evaluate whether the back linking is profitable. Don t buy links in order to improve your ranking at Google. As you can see, the number of links doesn t matter very much at Google anymore. If you buy links, you do it to get traffic from those sites.
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