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Backlinking doesn't always do what you think it's doing.

Backlinking doesn't always do what you think it's doing.

Maybe you've heard the term backlinking. Maybe not. 

A way to think of backlinking is to imagine somebody being lost in a city, just looking for the nearest gas station. If they asked for directions from 10 different people, and they all said to go to the Shell Station 3 blocks away rather than the Petro Canada that was a block behind them– unbeknownst to the lost person- where do you think they would go?

 

A backlink is an ‘incoming’ link to a website.  Basically, when a website contains a link to any other page, it’s called a backlink.  The more backlinks you have, the more Google is being told “this site is relevant, this site is legitimate, this site should be featured”. The more sites you have with backlinks pointing to your website, the more people are giving directions to people to visit your site rather than somebody else’s. 

Some examples of backlinks are industry sites, forums, articles, or blogs.  The more places directing people to your website, the more Google will like your site and the better your Search Engine Optimization.

You can also, much like with AhRefs and SEMRush, spy on your competitors to see what backlinks they’re building.  For example, if other shops in the area are getting links through guest blogging, try to become a guest author on the same websites.  A good tool to monitor competitors’ backlinks is called “Monitor Backlinks”. 

The rule of thumb is if your shop is mentioned anywhere on the internet, the goal is for there to be a link to your website included in that mention. 

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But, the million dollar question is (and always should be): Will it help increase my loyalty rate and/or customer count? 

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The short answer is yes, it will, if used correctly and strategically. In the above definition and example, ideally Google will see your site as relevant and authoritative in the industry - Google likes that, and you can potentially have more website visitors. Great. But how can backlinks be used to increase customer count? 

The answer is through networking. Virtual networking, that is. 

Backlinking doesn't have much purpose for a shop if say, for example, a visitor comes to your website that lives across the country because they found a backlink in a blog or article. https://www.shoppros.com/member-webinar-links

Again, website visitors are great, but no matter how well your website is designed to convert website visitors into customers (Check out our webinar recording on website design here https://www.shoppros.com/member-webinar-links), somebody from across the country is not likely to bring their car into your shop for service, and certainly not more than once. 

 

For the answer we need to turn to the question, and that is, who would we like to visit our website? We would like potential clients who live, work, or frequent the area of my shop looking for auto repair. A great place to start is with something your shop does not perform or specialize in. Let's take glass repair, for example. A client makes their way to your shop searching for "glass repair". (Again, more on search term results and how to take advantage of negative keywords here: https://www.shoppros.com/member-webinar-links). This is a great opportunity to contact a local glass repair shop and offer to place a backlink on your website for clients who accidentally visit your website looking for ABC Shop's services. 

In turn, you can ask if ABC Glass will provide a backlink on their site for visitors who are looking for mechanical repairs that accidentally visit their site. Simple, effective, and both players win. 

This is just one example of how to use backlinks effectively. For more information on backlinks, using SEO, and effective digital marketing, visit www.shoppros.com

ShopPros

04.03.2020

Marketing