One of the biggest mistakes businesses make in their link building campaigns is not keeping up on their efforts.  Google and other search engines use link popularity to determine the quality and relevance of a website, which ultimately determines how high up on the list of search engine results the URL will be.

For instance, say we have a website that sells auto accessories.  Perhaps the website puts out some articles on related topics, such as how to choose fog lights and what it means to "go rhino."  If these articles are really good sources of information for the keywords they contain, then theoretically a lot of other sites — i.e. personal websites and blogs — will link to the articles.  When that happens, search engines view the page as being higher quality and more relevant, which earns it a higher ranking.

Unfortunately, frequent new material and new links are also a factor in determining search engine ranking — so if you just bother with link building once or twice and then figure you’re done, you’re dead wrong.  Your link building campaign needs to be ongoing and consistent if it is going to have a lasting impact on your website’s search engine ranking.

Technorati Tags: link building, link building campaigns, Google, search engines, link popularity, auto accessories, fog lights, go rhino, search engine ranking, search engine rankings, link building campaign