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The Importance of Link Equity

Link equity is a search engine ranking factor for your website. In essence, it refers to the equity or “value” passed from one page, or one website, to another through posted links.

Search engines like Google view links as votes by other websites indicating that your page is valuable and worth promoting. Having quality inbound and outbound links on your site can boost your organic rankings with search engines.

graphic  of browser with backlink

Types of Links

If you’re getting confused by all of the different link terminology let’s clear things up here. There are three different types of links.

Internal Links – An internal link would be a link on one of your website pages that links to a different page within your website.

External Links – If you have an external link, also known as an “outbound link,” it will link to another website or website page that is not yours.

Backlinks – Backlinks, also called “inbound links,” are links on another website that link back to your site. If website A makes an external link to website B, website B will have a backlink from website A. 

What Determines Link Equity?

Every type of link on your website weighed for link equity. There are some considerations to keep in mind when evaluating link equity. 

Relevance – If your linking to a page about knitting cat sweaters from an article about proper car maintenance the link isn’t relevant. Google is smart enough to figure that out at this point. Irrelevant links do not add value or build your authority. 

Age Helps  – When credible websites that have built up authority link to your website they pass on more link equity than links from brand-new sites.  

Crawlable – “Spiders” or “Crawlers” are names for programs search engines use to discover the content found online. HTML is the primary language. Make sure your pages and pages you’re linking to are crawler friendly, or they’ll be ignored. If you’re not sure about this, ask your website developer.  

Location – Links that are buried in footers and sidebars aren’t given as much weight as links positioned higher on the page.  The same goes for videos. The higher the video is on the page the more weight it’s given.

How to Get Quality Backlinks

There’s a lot of scammers out there in the web marketing world selling backlinks. The problem is they don’t pass the Link Equity criteria. One of the best and most affordable ways to build your link equity is by using the trust you’ve built with your partners, clients and affiliate organizations. Sometimes, all it takes is to ask a trusted partner or client for a link, and you’ll get it.

High Quality Original Content

Another way to get quality backlinks is providing value. There’s so much noise and poorly written content, that when actual quality original content is produced it rises to the top.  If you’re producing engaging and informative original content consistently you’ll eventually get noticed and become an irresistibly linkable authority.  

The Bigger Picture on Rankings

The reality is Google uses over 200 ranking factors in their algorithm. If you think that’s a lot – you’re right. It’s easy to get lost in the details, and by the time you think you understand it something changes.  Working with a web design firm that stays on top of this stuff is a great way to know you’re doing everything you can to get heard amongst all the noise.

What is Google E-A-T and Why it Matters

Way back in 2013 Google released a 160-page search quality evaluator guidelines paper. The document revealed that good content is among the top three webpage-quality factors. It went on to define high-quality content as content that demonstrates a high level of expertise, authoritativeness, and trustworthiness (E-A-T). In August of 2018, Google released an algorithm update, and SEO experts determined that sites with low E-A-T suffered the most from the algorithm update. If you’re looking to optimize your SEO in Omaha or to improve your web marketing, this is an essential read.

Expertise

Google’s search quality guidelines have identified two types of expertise: Formal and Everyday Expertise.

  • Formal: Especially in the medical, financial, and legal industries, a certified professional is considered the most reliable source of expertise. This is because if incorrect information is published in these areas, the chances of putting consumers at risk dramatically increases.
  • Everyday Expertise: The Google guide document states “For some topics, the most expert sources of information are ordinary people sharing their life experiences on personal blogs, forums, reviews, discussions, etc.”

The takeaway here is that you won’t necessarily need someone with credentialed expertise to fulfill the “expertise” factor is you’re working with a professional writer or are one yourself.

Authority

Authority is all about proving to your audience that the content on your website is legit. If your website falls under the “everyday expertise” category showing credentials aren’t as important. You can show authority by adding the author’s job title to their byline or linking to their professional website or full bio.

  • Cite Your Research – If your content creators aren’t “experts” thorough research and proper citation will make up for it. Linked sources is a signal to Google that you’re correctly attributing sources. Make sure your sources are high-quality backlinks. 
  • A Good Reputation – Reviews, and good reviews are critical. Most people rely heavily on reviews when considering using a company’s product or services. The Google guidelines state “Popularity, user engagement, and user reviews can be considered evidence of reputation.” Responding promptly and providing top notch customer service should be a part of your social media content strategy giving your customers plenty of motivation to leave you a positive review.

Trust

Transparency builds trust with your audience. Your website should clearly communicate who you are, how you make money, and that you will do what you say you will do.  If you’re accepting payments on your website users need to feel like payments can be accepted safely and appropriately. Your site should have a proper SSL certificate even if you’re not accepting any form of payment.  Providing helpful content rather than just trying to sell is another way to build trust.

  • Secure & Transparent – Be crystal clear about who you are, what you do, and why you do it. Make sure your site is secure and people know it.
  • Be Helpful – The whole idea behind content marketing is to provide value to your audience. Google is continually refining their algorithm with this in mind. They’re also using real people to determine if websites and web pages are meeting these criteria. Your content should either help or teach your audience something about a topic that is relevant to your business. Just trying to sell without giving value first is a trust buster.

The Big Takeaway for Google E-A-T

If you’re thinking that creating content that satisfies the E-A-T guidelines will take time, you’re right. The Google guidelines state it clearly, “We will consider content to be low quality if it is created without adequate time, effort, expertise, or talent/skill.”

The good news is you don’t need to become a content creator to satisfy Google E-A-T. There are plenty of affordable experts you can outsource who can create valuable user experiences for your customers. And before you know it, Google will recognize and reward you.