Updated: Sep 28
According to Digital Marketer Ravinder Bharti, a website without SEO is like a car without fuel and we agree with him. It’s great to have a good-looking website that showcases the length and breadth of your services but what is the point of that website if it does not reach the target audience that it was built for? I mean, is there a point in having Sachin Tendulkar in your team but in extras?
But humor aside, that is exactly why UpwardsKV Model-1 for Communications suggests you to use SEO to proliferate your online website, like you would use “Word of Mouth” for an offline shop. In our previous blog "How to Use Organic Social Media to Showcase the Best of Your Brand?" we discussed the usage of organic social media activities which are neglected by brands in general and they straight away jump to paid digital advertising thus underutilizing the true potential of organic marketing. In this blog, we will go a step ahead and define SEO as a great tool for organic reach as per our model being discussed.
So, once your website is up and running, use SEO to reach out to people beyond your immediate circle with requirements similar to your products & services. And have some patience to reap the benefits. As we know from the story of the rabbit & the tortoise, consistency is the key. Similarly, with SEO, it takes six months to a year of consistent efforts to see results but the results are definite in this case. SEO is not a day trip but a cross-country journey, with the objective of spreading your word among the target audience.
Who is the Target Audience?
It is the needy customer, who is searching on google looking for a specific product or service, and if you can provide the said product or service to them, then that is your target audience. Now, this needy audience should be seeing your website as one of the top results on the Search Engine Results Page (SERPs) without paid ads. And how to reach the top of SERPs? The answer to that is Backlinks.
What are Backlinks?
Backlinks are simply links from any website which bring the visitor to a page on your website. They are like votes of confidence for your website and search engines see it the same way. Google and other search engines rate backlinks highly, which in turn helps in increasing the page’s organic search engine ranking.
An important point to note here is that these backlinks should ideally come from websites that rank higher than your website, and have a similar audience base as your target market.
Comparison with a real-life scenario
Let’s compare this link-Building exercise to building trust in real life. For example, if you open a new shop in a market and the nearby trusted established shop owners refer your shop to their customers, your trust factor would immediately increase in the market which in turn will proliferate your customer base. People will now directly come to you as your trust factor has been boosted in their minds. Similarly, when already high-ranked websites will refer people to your website via backlinks, this will help in increasing your ranking on SERPs.
Types of Backlinks:
External- These are links from websites other than yours to a page on your website.
Internal- These are links from your own website to another page on your website.
Let’s talk more about both these types of backlinks.
For External Backlinks, you generally go to someone else’s website, having a similar target audience to your own, and do a guest blog inviting people from their website to your website with the help of a link. These days genuine & high-quality backlinks from relevant websites are generally paid for, as established brands are using this as an alternate stream of income. You may compare them with advertisements in a newspaper. Although, some emerging brands are still doing this free of cost, looking at it as a barter deal in order to increase their user base in the process.
When we talk about Internal Backlinks, the first thing to note is they are 100% FREE. They can be generated at any point of the day by writing a blog on your own website. These blogs could be about the usage of products, Unique Selling Propositions (USP) & much more. People in need, searching on google for something they want could derive value out of those blogs and end up navigating to your products & services page, in turn giving you a valuable lead.
Should you use External Backlinks or Internal Backlinks for SEO?
BOTH. When we compare External & Internal Backlinks, it is obvious that External Backlinks are better in value as they come from higher-ranked websites but the biggest positive about Internal Backlinks is that they are free. They can be made whenever you like and however much you want. So, using both to your advantage with consistent efforts and the use of specific keywords, you climb the ladder of the organic search engine result page.
For an enhanced understanding, check out this video on the topic👇🏽
While SEO has a lot of other technical aspects and uses to it, our focus here was on how to use it for link building in order to invite people to your website.
Our next blog in this series is now live on this link "What Is Online Reputation Management (ORM) and how to use It effectively?" do check it out to know what to do after you have started practicing SEO.
And don’t forget to check out our Blog Showcase to read more informative blogs.
Partner & Content Creator
The Unfinished Business
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