PROPER LINK BUILDING INCREASES ORGANIC RANKINGS - A Case Study

- Nick J. Ocean

Here we will reverse-engineer a well-executed Link Building Strategy and further detail the methodologies by which a significant improvement in organic search rankings was obtained. First, we'll take a look at the keyword search term and show you an example of how NOT to approach your Link Building Strategy.

 
 

Now this is a perfect example of how not to approach your Organic Rankings Strategy, as here a High-Value DA site actually is NEGATIVELY impacted by not employing an active Link Building Strategy. In this case, we see multiple high-value DA sites slipping as far as Page 3 of Google results for a high-value term. 

Focusing on a positive strategy, on Page 1 of the observed results we can immediately locate an example of someone who is applying a well-executed Organic Rankings Strategy primarily through High Value Link-Building. In this instance, an entity with a far lesser DA Ranking is able to rank above other competitors for this key term. Let's take a closer look at the top 6 results for our search term and, more importantly, their inbound links.

 
 

As you can see in the accompanying image, the Domain Authorities for search results on this page (as determined by Moz) all fall above a DA of 50; except for one. Not at all by chance, this one result which sits at a DA of 38 is in fact our link building strategist. When we look at the number of links which are influencing these ranking according to Moz, this result has a number far above the majority (for these purposes we exclude Spot #1 as this is the true Top Result for this search). 

When we further investigate this specific result, we observe the following:

 
Inbound Link Analysis
 

Even just at first glance, we can tell that this particular example is applying a targeted Link Building approach to their Organic Rankings Strategy. They are working diligently to provide High Value DA contextual links to this specifically targeted Keyword, and Google is obviously taking notice of such actions and rewarding them for doing so.

Digging a bit further, we notice one aspect of their overall SEO Strategy that is less than optimal for this strategy. Although they are building well-placed Contextual Links to these more specific keywords, by looking at their Anchor Text distribution we notice that it is spread a bit too thin. This could actually de-value the main focal areas within their overall brand.  

 
Anchor Terms
 

It is very important to build anchor text in a manner which is contextually applicable, but also points to the most relevant terms on your site. Here we can tell that they are doing almost too good of a job of spreading out their Anchor terms, as we typically like to see head term and branded anchors in the 30-35% range to establish most brand relevancy.

It is important to be supplementing any SEO Strategy with an active and well thought out Link Building Strategy, as it is obvious based on this study that even a small amount of attention paid to proper Linking and placement in contextually relevant Publications of Value can pay massive dividends. That said, it is important to not lose focus on your overall strategy and make sure you are constantly supplementing your Link Building efforts in a way that is beneficial for all pieces of the SEO Machine.