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by Mike Essex on 19th January 2011
Those looking to introduce link building to their online marketing efforts should first ensure their websites are user friendly.
Search Engine Land explains: "Link building is never, ever, ever something that works well without a site having at least a basic level of usability."
Users of pay per click services will find it difficult to get the conversion rates they would like if they are not willing to put this initial effort in, the advice piece notes.
Pay per click often works by sending its users to the most appropriate landing pages, but link building can be less straight forward, as there is not the same level of control available.
For example, visitors could be linked to home pages rather than the specific one they searched for, which can lead to confusion and frustration, the article warns.
An alternative approach that some companies may also find useful is to implement negative keyword strategies, which Google's Inside AdWords blog recently advised can boost online marketing efforts.