So, your business has created its own blog. Awesome! This is your first step in reaching more viewers, establishing more authority, obtaining a higher ranking, and, hopefully, converting more leads.
This is a rarely-discussed aspect of blogging, but it’s incredibly important. Very simply, external links are hyperlinks that take you to a site outside your own and internal links are hyperlinks that link to another page within your site.
When reading through a blog post or website, you’ll often find words underlined or in a different color. These are active hyperlinks, directed internally or externally.
Your posts should be using both types of links. Why?
1. Improve your search engine ranking
One of the ways Google determines your authority is by counting the number of pages that link back to your blog posts. This can include pages from within your own site. Whether a link within your blog posts links to a previous blog post, a products page, or an events page, if it’s relevant and helpful to the reader, it shows Google you’re a helpful source of information about that particular subject. Just be sure to choose meaningful anchor text.
2. Encourage viewers to hang around a little longer
The more pages or previous blog posts you link to and encourage visitors to read, the longer they’re going to stick around your site. And that’s a good thing, because it means they’ll be spending more time getting to know your brand. And the more they know about your brand, the more comfortable or interested they’ll be in getting involved, making a purchase, and so forth.
3. Reinforce your expertise
The more you can refer to past posts, graphics, studies, products, etc., the more obvious your authority will become. Visitors won’t need to click on each link; just seeing them will be enough.
1. Show respect while creating connections
Many bloggers copy and paste information and images without attributing their work to its source. This, in the blogging and content marketing world, is a big no. Whether you need to give source names, want to show appreciation for some of your other favorite brands and bloggers, or want to connect with them for the first time—linking to their site in a blog post is a great start.
2. Keep your blog fresh and readers engaged
The above being said, keeping up with related blogs is a great way to stay inspired. And linking to them in your posts, or reimagining the content for your blog, is a great way to continuously provide new and innovative knowledge to your visitors.
3. Provide multiple helpful resources
We know how badly you want to focus on your brand and sell, but sometimes a little selflessness is a good thing. Your visitor is your first priority: Provide them with the kind of knowledge, answers, and ideas they’re seeking, but never fail to direct them to an external source that can more deeply define or expand on a particular topic. They’ll appreciate it.
Want to learn more about the path to effective content marketing? Contact the buyCalls team today!