Many novice link builders focus solely on linking to a site’s home page. It’s a rookie mistake to be sure, one I’ve seen committed numerous times.
I understand the mentality behind it: the home page is the welcome mat to the entire site. It’s the page that leads to every other page, and it’s the one that most carries the weight of your brand.
Realistically though, linking to your home page isn’t always going to make sense. Not only will it result in some shoehorned links, but it’s poor SEO practice. Building links exclusively to a home page may seem like a surefire way to raise the authority of your site, but ignoring all of the other pages makes for an unnatural backlink portfolio.
Think about it this way: it takes a complete team to win a Super Bowl. No team that has only one all-star mixed in with an assortment of wash-ups and draft disappointments is going to take home the Lombardi Trophy. The teams that minimize their position gaps are the teams that win championships.
This is why it’s so vital to build links to pages beyond your home page. This practice is called deep linking. There are several different strategies that will help you acquire deep links naturally… Here are a few of them.
A blog on your site is a great asset. Not only is it a great for spreading your message, but it’s also a great for link building.
Creating unique, interesting content on your own blog will allow you to build a citation link when writing a guest post.
Let’s say you are looking to build links for an entertainment news site. On your site, you have a blog where you published a piece about actors that were rumored to be featured in the recently concluded Batman trilogy.
Now let’s say you’re writing a guest post you would like to publish about the history of the Batman villain Penguin. Here’s a way you could link to your blog.
The interpretation of the Penguin has varied from medium to medium. Indeed, interpretations have shifted within just one specific medium. In the Adam West Batman film, Burgess Meredith adheres closely to the comic book pages of the time, and plays the campy, over the top mobster version of Penguin. In “Batman Returns,” Danny Devito at plays him more as a deformed man who has been ostracized from society. One can only wonder what Philip Seymour Hoffman’s interpretation may have been.
Not only have you cited your source, you’ve successfully spread link equity to the blog on your domain.
A citation link can be used for more than just a blog post though: you can deep link to a product page as well.
Let’s say you were writing your final paper for your history course about Custer’s Last Stand. An excerpt from your paper would look like the following:
This is when you would turn the lifted quote into a long tail anchor. It indicates to the reader that the quote is from the author of that book. For example:
One of President Grant’s first actions in office was his appointment of Ely Parker, a member of the Seneca Tribe, to be the Commissioner of Indian Affairs. Parker was the first Native American to assume the role. It was a signal on Grant’s part to the indigenous people that he dreamed of an era of peace and cooperation. But as it turned out, Parker lasted only a few years before a toxic mixture of greed and politics poisoned every one of Grant’s best intentions.
Not only have you cited your source, you’ve successfully spread link juice to a product page on your domain.
Fresh mention opportunities are some of the greatest links available. They are links just waiting to be built. A fresh mention is a mention of your brand, website, url, etc. on a page that you yourself did not create.
The goal then is to leverage these mentions into a deep link by reaching out to whoever mentioned you. So let’s say your client is a book publisher, Panda Books. They’ve published a biography on General Custer that they are marketing, “Custer’s First Stand: The Battle of Hanover.”