If Your Web Site is Sinking, It’s Time for Deep Linking

When you are working on building a catalog of links pointing to your web site, you need to remember to think deep. Deep linking is the act of linking to sub-pages of a web site, and not just the home page. You need to remember these two rules:

1. You should seek keyword links that point to web pages optimized for those same keywords.

2. You can really only optimize a single web page for a couple of keywords.

So if your web site has different pages optimized for different keywords (and if that is not the case, you need to call me today), then you need different keyword links pointing to each of those pages specifically. Here is an example. Let’s say you have a web site with pages covering the following practice areas: automobile accidents, maritime accidents, and aviation accidents. To help raise the search engine visibility of each of those pages, each one needs keyword links related to the subject of the page. The automobile accident page needs links such as “automobile accident attorney,” the maritime accidents page needs links such as “boating accident lawyer,” and the last page needs links like “airplane accident lawyer.”

What you have to keep in mind is that search engine optimization is a business of specificity. Specific pages are optimized for specific keywords, and those pages need specific keyword links.

You may be wondering how you go about getting links with specific keywords in it. If you rely on other web sites to hopefully link to you, then you are at the mercy of those other sites with regard to what keywords they use in the links, if any. Most of the time those types of links will just contain your web address, which is useful for the fact that it is a link, but not as useful as a link that uses a keyword.

One of my favorite strategies for creating links that contain the keywords I want is article marketing. Write an article related to some keywords, and then place a couple of keyword links in the article resource box to the pages you want to promote. Then distribute the article to lots of article directories. If you want to get more complex (and more effective), you can do something called article spinning, which will result in lots of technically unique articles being distributed rather than duplicate articles. Another way is by posting on others’ blogs with a keyword as your name (but you will need to find blogs that allow “dofollow” links).

I invite you to check out my book, The Law Firm Internet Marketing Book, to learn more about this type of stuff. You can also contact me at Work Media if you would like some more in-depth help.