Increase Your Site Traffic Through Incoming Links


Over the past few months I've talked about ways to get more mileage from your Web site content by adding Share This Page functionality and creating printer-friendly versions of articles. These methods allow your site visitors to share your material and disseminate your marketing message for you. A third approach uses your content as bait to attract incoming links that increase traffic to your site and improve your rankings at the search engines.

Why Are Incoming Links Helpful?

Incoming links (links from other Web sites) drive more traffic to your site by increasing the number of paths to your site. In addition, they help you at the search engines.

An incoming link is seen as a “vote of confidence” by search engines and will improve your ranking. The importance of the page linking to you, the nature of the page's content, the number of links on that page, and the words that are actually linked (usually displayed with an underline) all affect how important that link is for your ranking on a given search.

While you may have no control over the importance, content or number of links on another Web site's page, you may be able to have some say in which words or phrases are part of the incoming link using the technique below.

How Do You Get Incoming Links?

By posting unique, interesting content in the form of articles, archived newsletters, and F.A.Q.'s, you give other site owners a reason to link to your Web site. However, don't sit back and wait for someone to link to you…take action.

Here's a simple method to increase the likelihood of an incoming link: ask for it. Include a “Link to This Page” button on every page that you believe has worthwhile content.

Just seeing this prompt will encourage people to link to your articles. They may have enjoyed your article but it didn't cross their mind that they could improve the quality of their own site by adding your link to their Resources or Links page.

The button or link should open a popup window when it's clicked. This new window will contain a message from you along with the HTML code the visitor can place on their Web site to create the link to your site. The benefit to the other site owner is that he or she won't have to write the code. The benefit to you is that you get to control the message, as well as specify which words will be linked.

What Words Should You Include in the Link?

Let's say your company, XYZ Corp., offers consulting services to new businesses. As mentioned before, words that are linked carry more weight than words that aren't. A link that includes your company name (as opposed to a link that just says “click here”) will give you a bigger boost when someone does a search for “XYZ Corp.”

Likewise, a link that includes some effective key phrases will help you most when someone is searching for your services but isn't familiar your company. “Business Consulting for Entrepreneurs and Start-Ups from XYZ Corp.” would cover all bases.

How Do You Write This HTML Code?

If you aren't familiar with HTML you're probably using a Web developer to help you with your site. Share this article with your developer and ask them to write the code for you. They'll need to create the popup window as well as the HTML code for the other site owner.

In Conclusion

Quality content is an essential part of any successful Web site. However, the creation of that content can be time consuming. To maximize the copy's benefits use all the techniques we've reviewed and you'll get the most of your Web site's content.

By creating links for Share This Page, Print This Page and Link to This Page, you allow visitors to carry your content past the confines of your Web site and attract new visitors to your sites through incoming links.

If you'd like to talk to flyte about leveraging your content to attract incoming links please contact us.

–Rich Brooks

President, flyte new media

Filed under: SEO