Link building is an essential part of any Search Engine plan. The more links pointing to your page, the better. Benefits include more traffic and higher search page rankings. As each link serves as a \’vote of confidence\’ to your page, the more of these the website owner can generate, the better the web page performance on the search engines.
Link building strategies though, can take a variety of forms depending upon the business type, size and service model. Some of these strategies are quite effective in attracting traffic as well as prospective clients and customers. Link building typically is done through setting them on other blogs, embedding them in articles and by directly requesting link exchanges from other page operators. Most beginning SEO\’s though, stick to setting links to their site\’s main landing page only. And in doing this, many miss an important opportunity to attract traffic to useful pages and information within their website environment.
\’Deep Linking\’ Most company web pages are a collection of several detail pages in addition to the main landing page. Companies usually post product pages or pages dedicated to sharing information about a specific product or service. Webmasters then can optimize those pages for unique keyword phrases or terms relevant to the product and not the company. The term \’Deep Linking\’ then refers to links set directly to these information or product pages and not to the company\’s main landing page.
Small enterprises – such as ones that sell motor scooters and scooter parts might have an additional business providing helmets, clothing and scooter safety gear. The company – if it is seizing the opportunity – would set up a specific web page for this product line and optimize it for term similar to \”scooter helmets,\” leaving the main page to focus on bigger search terms like \”Scooter Parts in Seattle.\”
Advantages of Deep Linking In an effort to increase the number of links pointing to the site, many operators keep their focus on attracting traffic to the main landing page. Deep linking one\’s pages though, can offer multiple additional opportunities to attract traffic and to have the search engines look at some of your pages individually. Search engines like sites with a depth of knowledge and significant page volume. So the product page meets two SEO objectives: it expands site volume, and provides opportunity for specific in-bound page optimization and link building.
Some newer enterprises have adopted the strategy of setting \’deep links\’ prior to engaging in a campaign to set links for their main page. By exploiting a small product niche, the company is able to attract some viewers, build some familiarity with the search engines and then go after more competitive phrases with their main pages. This seems to be the reverse of standard SEO methodology, but has been known to produce results.
Setting Anchor Text for a Deep Link The central SEO effort for a product page really is the same as one directed to optimize the main landing page. Finding meaningful and useful keyword strings and then using those keywords in the title tags and appropriately within the content is the first step. Then establishing external links from other blogs and websites completes the effort. (This sounds extremely simple and in concept, it is… it is just terribly time consuming to execute.) The keyword phrases for your product page will probably then wind up being quite different from those used on your main page.
When blogging or embedding links in articles, use those same keywords to label the link. In other words, a link similar to \”scooter safety helmets\” that pointed to the scooter safety helmet page that contained the \”scooter safety helmet\” phrase in the page header and within the content, will help search engines understand that the page has information on scooter safety helmets.
Deep Linking to product pages when building external links either via blogging or embedding them in relevant articles is a necessary part of an effective Search Engine strategy. Most article directories allow setting a couple of links within your article, so there is usually opportunity to link to both the main page as well as one or two product pages. Don\’t miss the opportunity to earn a little extra link strength to other parts of the web environment you\’ve worked o hard to develop!
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