Incoming links are among the most important metrics for PR and search engine marketing.
Although linking-building best practices have changed dramatically due to Google’s algorithm changes, backlinks remain the most important factor in search engine rankings. “Old school” link-building tactics, such as submitting posts to web directories and spammy comments on forums, are now ineffective. Placing high-quality content at respected, popular websites is recognized as the most successful strategy.
In an article for Search Engine Watch, Cory Collins, content marketing manager for Page One Power, a SEO link-building firm, cites several reasons why backlinks have become an important metric to more professionals outside SEO – including high-level executives.
Backlinks are easy to understand. On-page SEO is technical and complicated for outsiders. Backlinks are based on what others decide. That makes it easier for marketers and other non-technical professionals to understand them.
“Good” links are essential to high search engine rankings. It’s difficult to over-emphasize the importance of organic search results. Most websites obtain most of their website traffic from organic search. In addition, links remain the most important factor in search engine results. Evidence supports the lasting power of links. Research from Moz and case studies from Brian Dean of Backlinko show that ranking in Google is nearly impossible without good quality backlinks. Rather than decreasing the importance of links, Google’s search algorithm updates increased the value of high-quality links in its search rankings in order to counter webspam links from low-quality content.
Links increase website traffic. Links directly generate exposure and branding. Links from relevant, well-trafficked sites increase a company’s website traffic. In fact, the entire architecture of the Internet is based on links.
Links can empower marketing activities. Links are harder to fake nowadays. Only real links impact search engine results and increase web traffic, and obtaining bona fide links requires a dedicated effort. The more links marketing and PR generate, the more visible the company or brand website becomes. “All of these benefits can provide a lift in marketing performance, because they’re all designed to help draw more eyes and attention – specifically qualified attention – to your marketing,” Collins says. PR focuses on positive brand mentions and media coverage. But links are better than mentions, he asserts. That’s why it’s essential for PR to include backlinks in content developed to achieve media placements.
Importance of Backlinks for PR Measurement
Backlinks have become more important for PR measurement. PR agencies and corporate departments may increasingly tout the backlinks they generate from press releases, media pitches and other earned media endeavors such as corporate blogs and social media. Savvy PR pros track the links obtained through press releases and other PR content.
Because Google assigns high value to backlinks from media outlets, media placements that contain links to your website help boost search results in addition to increasing referral traffic from the media placement. SEO pros naturally advise PR to include backlinks to their organization’s website for their SEO value.
Some companies and brands contract with SEO services to produce content for SEO purposes. Many of those SEO services create low-quality, spammy content that does not gain placement in quality publications and does not boost search engine rankings. Today’s winning strategy is to create worthwhile, informative content that connects organically with the activities of the company and/or its brands. Substantive, high-quality longer content inevitably achieves the highest search engine ranking. One in-depth article that links to your site and runs in multiple high-quality publications always outperforms many superficial placements. PR folks are the experts at developing and placing those high-ranking articles.
Google grants backlinks from media outlets extra importance, says David Erickson at Karwoski & Courage. News organizations typically follow a vetting process. Journalists often verify facts with multiple sources and fact checkers and editors review articles. In addition, the backlinks are relevant to the topic’s contents. Links between pages with similar content carry greater weight.
While express links – those that include a URL behind the words in the content — remain a crucial factor in Google’s ranking algorithm, there is evidence that non-linked mentions, also called implied links or brand mentions, are now also a factor, says Forbes contributor Jayson DeMers, citing patents tied to Google’s Panda algorithm.
“Both express links and implied links are now used to calculate authority, so it’s important to include both in your link building strategy,” recommends DeMers, founder of AudienceBloom.
Bottom Line: Backlinks from content on other websites are among the most important key performance indicators (KPIs) for PR and marketing. Links remain crucial for improving searching engine ranking and drawing website traffic. That means it’s crucial for PR and marketing to promote and track backlinks generated through their activities.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
