I have wanted to write an article about how to publish external links for a long time, until a friend asked me this question today. The main reason why external link publishing troubles us is that today's SEOers have doubts about the effectiveness of external links. How can external links be posted to provide keyword rankings and avoid being identified as spam links?
Let’s first look at the problems with general external link publishing. When an SEOer of an air compressor site publishes external links, he is worried about whether the external links are valid. He wonders whether these external links will be punished.
Let's take the article "How much does an air compressor cost?" as an example. If a keyword "air compressor" is used as an external link in the article, is the external link sent correctly? Is it a spam link? It is almost guaranteed. Yes, this link is a spam link, because the word air compressor is very easy for users to understand and does not require explanation. Then forcibly inserting a link that the user does not need is a spam link and has no value.
So how should external links be sent?
1. Publish external links for the purpose of promotion and with the quality of serving users
When we do external links, we must first make it clear that we are for promotion, not keyword ranking. If the latter is the purpose, we can easily fall into the trap of cheating, even though we don't want to cheat. Because for the purpose of keyword ranking, it is easy for us to have a train of thought. As long as I can send external links, I will send them. If others say it is good, I will send them there. Whatever content I want to leave a link to. The mistake in this concept is that we do not consider the pertinence of the user group when making links. Even if it is relevant, we will not consider whether the user needs it or not. If it is for promotion purpose, of course we will not post anything that is inappropriate. Why? Because it will have no effect.
Secondly, taking service users as the measure of quality will make us think about whether we should send this link or whether we can attract users by sending this link. The case we talked about above is a typical example of sending external links for the purpose of keyword ranking. The consequence of this is that a large number of spam links will be generated, and these spam links will be weighted by search engines in the early stage (this is extremely scary), because after the weight is calculated, the total weight of our website will increase, which is also conducive to our targeted targeting. Keyword ranking. There is actually a big risk when we generate better rankings, because when the search engine crawls and identifies again, it will remove the weight of spam links, and then our rankings will plummet. This is not important yet. The key word is to completely destroy the SEOer's psychology. At this time, the SEOer has no energy to do anything, so why does he still have the energy to do optimization?
2. Traffic and promotion
Many webmasters will say, I only want traffic and I care too much about promotion. In fact, the truth is that traffic needs to be promoted, and only after promotion can you hope to gain traffic. In fact, promotion is the frontline force of traffic. We mentioned earlier that sending external links should be for the purpose of promotion. Many SEOers quit. We only need to know how to send external links. You can just tell us how to send external links. Well, we need to understand a problem before we know how to send external links.
3. What values does your website have?
Why do we need to solve this problem? Because the external links you publish do not solve the problem of content value, and the external links you publish will never produce high-quality external links, which is what we call high-quality external links. For example: Fidelity Air Compressor ( http://www.shunlico.com ), judging from the keywords and description on the homepage of the website, provides air compressor models, air compressor accessories, and air compressor post-processing. knowledge to users. We have a question to think about here? If the knowledge you provide is no different from that of other websites, then the effect of your external link publishing is destined to be average. Why? Because you don’t give users a reason to click on you. Users are attracted because you have some unique content that they need that is not available elsewhere. Then the value can be shaped and guided through targeted titles. How can such a link not be a high-quality one? Some people may think that I can fake it, just make a headline. The title is very attractive, but clicking on it is completely different. Doing this will only make your website a bad reputation.
4. Problems that may arise during the process of publishing external links
(1) Why are the related links spam?
Going back to the top case, you may still have questions? The keyword on the homepage of the website also has "air compressor", and the external link content I posted is also about "air compressor", and then I added it in the content post. Why is the text link "air compressor" considered a junk external link?
Let me first talk about the external link release of "air compressor model, air compressor accessories, air compressor post-processing". You first need to choose a publishing platform (more than one is OK). If you want to choose a forum for promotion, of course, the air compressor forum of your peers is the best. Post it in the corresponding section on the air compressor forum. However, if you want people to click on your personalized signatures, you'd better provide clicks. The content provided in this section is relatively small, and your website has some. It is best to use one vest and one section, so that the personality is targeted. In fact, making external links is that simple, just think about it. If you can't think clearly, or use less brainpower to send out external links, it will be fine, and it will also have an effect on rankings. But it may become a spam link. Spam links in the early stage will still be statistically weighted (still contribute to rankings) and will be removed later. That's it. For other external link releases, you can just follow this idea.
(2) Are advertising links spam links?
Whether an advertising link is considered a spam external link mainly depends on whether you have considered two aspects.
1. There are many ways to judge a spam link, and there is not necessarily a fixed one. Search engines generally formulate algorithms based on rules compiled from data (spam links also have common characteristics). The problem is that we don’t want to know. How search engines count spammy links, and what should be known about which links become spam. We just avoid it instead of looking for loopholes to cheat. Cheating has a short life cycle and huge costs.
2. Why is the external link you posted considered a spam link? It’s not that your external link publishing method is wrong, nor that your website is a spam website, but that you didn’t think about the meaning of the link you posted? What does it mean? It means whether users will accept your link, or whether the link you send will be attracted by users to click. To explain this problem is complicated. Because we first need to know whether the users in the place where we publish are the target users of our marketing, and secondly, we need to know what characteristics the users who link in through this page have. What else do they need? Or what may they need that we provide on the page? is not enough, and the website uses this kind of content, this time we need to provide links.
Finally, I hope this article will have a very profound effect on how to publish external links to everyone. Finally, thank you all.
(Editor in charge: momo) Author Lao Wang’s personal space