From social media to blogging and email marketing, there are so many strategies available to improve your resort’s online visibility that it’s easy to overlook one of the oldest, yet most effective.
After all, link building is dead, isn’t it?
The answer to that question is a resounding NO. If you want to maximise your property’s visibility online, you still need to incorporate a link building strategy into your online marketing efforts. Here are 3 good reasons why.
1. Link Building Remains The Most Effective Way To Boost Visibility In The SERPs
As much as search has changed in recent years, links remain at the heart of Google’s search algorithm.
That doesn’t mean all links are beneficial – far from it.
Google sees the volume of links directing to your resort’s website as a powerful indication that your content is valuable and worth linking to, and therefore worth ranking highly in the SERPs. However, in 2014 it’s not just the sheer volume of links pointing to your content that matters, but the quality of these links. Gone are the days of link farms and directory sites. The new breed of link building is all about creating great content first, then promoting it persuasively to encourage others to link to it.
2. Link Building Helps Widen Your Reach
Like social media, blogging and many other online marketing strategies, link building is a great way to get your property in front of new and diverse audiences.
As online marketers focused on strategy, it’s easy to forget that the average internet user inherently trusts links from a reliable source. An effective link building campaign should be about identifying relevant forums, communities and blogs where you can promote your own content in the hopes of generating a link. That link will lead to positive conversations and engagement, boosting your property’s exposure to new audiences.
3. Link Building Can Help Forge New Partnerships
Relationship building and link building go hand in hand. Not only are links generated from online partnerships, but partnerships can form as the result of link building.
Thanks to Google’s algorithm changes, automated link building strategies have been replaced with strategies built on communication with real people who have real interest in your property and services. Perhaps you are affiliated with a local business such as a popular attraction, restaurant, wedding photographer or car rental company? Don’t be afraid to ask if they can place a link to your website on their site and be ready to return the favour.
The best links are beneficial to all parties: they add value to the website containing the link, the website being linked to, and the audience. This is a great natural beginning to a positive, long-term working partnership online.
Link building has undergone something of a transformation in recent years, but it’s far from dead. The activity remains a crucial component of any comprehensive online marketing campaign – ignore it, and your booking rates will pay the price.
Has your resort got an active link building strategy in place? Let us know in the comments below.
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