When you were in Highschool, life was a popularity contest. Well, in business, particularly online as it relates to Google, that popularity contest continues through inbound links from other relevant websites to your home improvement business. Each link that your website gets from another website that is at least in some way related to your niche is a popularity vote. It means that someone else thinks you are important enough to link to from their site. Google then accesses how popular the website is that linked to your site and gives a score based on their popularity. It is like, if the High School Cheerleader is friends with you, then you get some of her popularity, whereas if the guy no one talks to is friends with you, then your popularity does not really change much. It is important to get other relevant businesses like plumbers, electricians, or even better home improvement trade associations to link to you.
The big question now is how do you get these “popular kids” or relevant sites to link to your businesses site? There are many ways to build these links, but it all really comes down to one thing, great content or adding value to someone else’s site visitors. The simplest way to build links is to find relevant directories where you can add your citation, such as getting a link on your own Facebook business page, or from Apple Maps. I have discussed building and updating citations before and you should reference that article to get up to speed on this critical link building strategy.
The next best way to build links is through blogging. This can come in the form of writing great content and posting it to your own website and then promoting that content through social media sharing sites like Twitter and linked in, or you can even post on Facebook and boost your post to other people in your industry. You could go so far as to use Google Ads to promote your content with the hope that others will see it, link to it or share it on their social profiles. The other way to use blogging is to actually write something about home improvement, such as how certain stoves can improve a kitchen, and then find someone in a complementary filed and ask if they would allow you go be a guest poster on their blog and post your article along with a link back to your site. If you do this, the best practice is to find a way to link back to your site form within the content and not on a bye-line.
You can go even further then just blog content, if you can create a true lead magnet to your site, such as writing a guide or producing a video on how to swap out a bathtub or some other DIY project that you think people would be interested in, through Facebook ads, this type of content has the ability to get many links and shares which will eventually end up being indexed by search engines and often linked to or even embedded into another competitors website. The beauty in this is that a competitor maybe not in your direct geographical area will end up pointing people to you, by emending your video content.
Another way to gain links is by contacting other websites with blogs that are similar to yours who have links to other common sites and simply ask if they would add you to their list of links. This is best when done on sites that limit their links to only a few and do not look like a whole new directory. However, if that site will only do it if you link to them, you need to be very careful about agreeing to this and in only very specific circumstances. Link only to relevant pages that you believe supplement the purpose of your site and not to simply game the SEO system. One trap that a lot of people fall into is reciprocal links on blogrolls. This is not 2005, don’t do it! If Google thinks that you bought a link or are giving someone a link back, they will at best not count that link, at worst if you are in what is deemed a “link farm” your site can be penalized. You want to only build links organically by creating good content or having a joint venture type of relationship with the other company.
The bottom line is this, go out there and make some friends!