Link building is a very necessary part of SEO. Given that Google (and other search engines) like links – especially quality links – it’s vital to entice relevant and influential sites to link back to you. But it’s not easy. Quality links are hard to come by. Good sites are, understandably, stingy with their links and bulk link building strategies run the risk of penalties. Now add mobile SEO into the mix. It’s not enough to simply consider the manner in which you deliver content to a mobile audience, or the manner in which you attract that audience. You also need a separate mobile link building strategy.
Why you need a separate mobile link building strategy
We’ve heard it time and again, and will likely continue to hear it until something even better comes along, people search the mobile web differently to the way in which they search from their desktops. Not only is local content key, but relevance is paramount. People don’t want to waste their time clicking links that only give a nod to the current theme of their searches.
This means that while it’s possible (it’s a stretch but it’s possible), for traditional link building purposes, to link a horse racing site to a petting zoo that offers pony rides, the tenuous relationship won’t fly on the mobile web.
It’s a little known fact that most people who are interested in horse racing and who want to find out about upcoming races, up-and-coming racing stars, and betting odds aren’t particularly interested in petting zoos.
People want relevance and they want to be directed to other mobile-friendly sites. This makes the field for mobile link building very narrow and even more competitive than traditional practices.
Mobile link building strategies
Bryson Meunier advocates a holistic strategy that focuses on more than just creating apps – which is the current method favoured for mobile link building. Meunier undertook a little study and found that very few sites with fewer than 10 links ranked well in mobile searches. In fact, sites with over 1000 links performed the best.
One of Meunier’s most important tips for mobile link building is the most basic: you have to have a mobile site. Your mobile site has to be structured with mobile search and mobile users in mind. Content has to be presented in a mobile-friendly way and navigation has to be mind-numbingly easy. Taking care of mobile users’ needs is one very good way to attract mobile links.
Other recommendations include:
- You can use apps in your mobile link building strategy but don’t make them your entire strategy.
- Submit your mobile site to mobile directories.
- Beware of canonical tag obsession. Remember that original content is required for your mobile site; don’t just redirect your desktop-type site for mobile purposes.
Link building is not one of SEO’s most popular activities, but it is necessary. Ignore it in the growing mobile world at your peril.
(Image by saavem, stock.xchng)