Back in the resource pages post, I briefly mentioned backlink requests. Since if you don’t get these regularly they can be difficult to identify and understand, I thought we could dig into them. Backlink requests aren’t evil, and getting backlinks can certainly help your Search Engine Optimization (SEO). But the people making the requests don’t necessarily have the interests of our students in mind, so you should know how to spot requests and why they’re sent.
A quick refresher. Search engines mostly work by looking at how pages link to each other. Pages that get linked to a lot (that have a lot of inbound links) are considered more authoritative. Links from those pages are worth more than links from sites with fewer inbound links. If you have a website that you’re trying to get to rank higher in search, getting other sites to link back to yours will help.
One way to make that happen is to ask. You can do that many different ways. For instance, you could find a website with a broken or outdated link, and suggest to the website owner that they link to your site instead. Or there’s the testimonial strategy, where you write a testimonial and offer it for free to another website, with an expectation they’ll attribute your testimonial to your site. Offering a guest blog post is another. The most straightforward is to ask directly. And the easiest place to ask for your link to be included? A resource page.
College websites are particularly attractive targets. While as mentioned above, Google certainly provides a lot of search engine weight to links, there are all sorts of other factors they consider. One of those is domain name. Not every domain is easy to get. Anyone can purchase a .com, a .org, or dozens of others. But some, like .mil, .gov, and .edu are very hard to get. If you want an .edu domain, you need to be an accredited post-secondary educational institution. And you can only have one.
Because an external agency has guaranteed the validity of the domain, Google is thought to give .edu sites a little boost over sites with more open domains (part of why you probably don’t want a .com for your department!).
When someone sends you an email, requesting you put their link on your site, ask yourself if they stand to gain financially from an increase in traffic on their website. The link they’re sending you might not sell anything directly. But that page might link to something that does or to a page with advertising – linking to a page on a site provides a boost to that page’s rank, which in turn provides a smaller boost to all the pages that page links to.
We should also remember that linking to a site provides something of an endorsement of that site. Particularly on resource pages we’re effectively promising students that we’ve validated these resources as good and trustworthy. Make sure they are.
Next post we’ll look at the structure of a backlink request and how to respond.