Quality content 'key' to good inbound linking

Marketers should focus more on quality website content and less on dubious practices such as link exchanges when formulating their search engine optimisation (SEO) strategies.

This is according to Mark Jackson of Search Engine Watch, who said that a number of websites still engage in link exchanges despite the fact that they could result in damage to their rankings if they are found out by search engines.

Such practices mean that websites could be linking to and getting links from sites with questionable content, meaning that webmasters should instead focus on creating their own engaging online pages to draw natural inbound links, he stated.

This can be done by using link bait such as tips and advice pages, humorous content, useful applications and news updates, Mr Jackson said.

"Once you have content your visitors will want to see, consider using social media promotion, press releases and other forms of online advertising to help get that content noticed," he added.

According to Julie Kent of Search Engine Journal, other SEO tactics that should be avoided include using hidden keyword text, buying links, duplicating content and cloaking, which is when websites show different content to search engine crawlers than they do to normal users.