Xingtian SEO: How to Build Effective SEO Backlinks

In the SEO industry, there is a saying that “Content is king, external links are queen”, which shows that consensus has been reached on focusing on SEO content optimization. However, during project execution, Xingtian Marketing found that many people still believe corporate websites are special, and that SEO for corporate sites only means external link building without content development. In fact, corporate websites are no different from other websites. Only by improving on-site content optimization can corporate websites achieve better SEO performance.

Based on practical experience, Xingtian Marketing has summarized three strategies for SEO content optimization of corporate websites: upper, middle and lower. Here are the details of these three strategies.

1. Upper Strategy: Keep updating articles, enrich website content, and capture more keywords

The importance of consistent updates is reflected in two aspects. Take portal websites as an example: the secret to their high rankings is the continuous update of fresh, high-quality content.

The continuous addition of new content helps portal websites get a large number of pages indexed by search engines, creating opportunities to rank for more keywords. High-quality content also encourages external citations, boosting website authority. Corporate websites should follow the example of portal sites, inject more fresh and high-quality content, maintain regular updates to accumulate authority, and improve rankings.

Regular sections of corporate websites such as company news, product introductions, and corporate profiles only cover content related to the company, involving very limited keywords.

Xingtian Marketing suggests that corporate websites can set up independent information columns according to their characteristics, which can be roughly divided into two categories. Enterprises providing products or services to only a small group of people:

Such as industrial machinery manufacturers, law firms, etc. Such corporate websites can consider setting up information columns such as encyclopedias, Q&A, and expert lectures. While maintaining updates, attention should be paid to article quality; authoritative articles are more likely to be cited externally.

Enterprises providing products or services to the general public: such as manufacturers of consumer goods. In addition to encyclopedias and Q&A columns, such corporate websites can also consider setting up UGC sections such as message boards and communities to encourage users to post articles. Content generated in this way is more original and easier to be indexed.

The effect of persistent updates is very attractive, but it also requires more resources. Implementing the upper strategy of SEO content optimization for corporate websites needs to meet two prerequisites: a content team with SEO awareness, which can stably provide high-quality original content for corporate websites around keywords for a long time; strong technical support, which can timely build new content platforms for corporate websites according to the requirements of the optimization team.

For enterprises that cannot meet the above two points, Xingtian Marketing recommends cooperating with professional outsourcing service providers, or choosing the middle strategy of SEO content optimization to reduce resource investment, though part of the effect will be lost accordingly.

2. Middle Strategy: Reduce updates, build a corporate news section, and transfer homepage weight

For corporate websites that cannot build independent information columns, Xingtian Marketing suggests focusing updates on corporate news.

Compared with the upper strategy, the middle strategy has far fewer updates, much lower indexed pages, and correspondingly weaker keyword ranking effects.

To ensure that the limited updated content can be indexed as much as possible and eventually achieve rankings, Xingtian Marketing offers the following operational suggestions: organize news content around keywords intentionally: this requires corporate staff writing news to first receive SEO content construction training, and consciously consider keyword layout when writing.

Optimize the internal site structure to transfer homepage weight: the first step is to set up a corporate news section on the homepage, display as many recently updated news items as possible on the homepage to increase the chance of news pages being indexed; enterprises with conditions can also build a tag system to connect various sections of the site through tags, increase internal links, raise the number of calls to news pages, and enhance weight.

If the corporate website to be optimized does not even have a corporate news section and the daily update volume is basically zero, the optimization focus of such corporate websites can only be placed on external links, and on-site content optimization can only refer to the lower strategy.

3. Lower Strategy: Optimize keyword layout and ensure keyword density on each landing page

Such corporate websites need to first count the key keywords for optimization. Due to the very small number of pages, usually only brand keywords and some low-competition product keywords can be optimized.

Without adding new pages, SEO personnel can only select suitable landing pages for target keywords based on existing resources, modify titles and descriptions, and ensure keyword density on each landing page. The following are two effective optimization methods: stack keywords on the homepage: usually, the weight of such corporate websites is concentrated on the homepage, while other pages have very low weight.

To ensure ranking effects, as many keywords as possible have to be stacked on the homepage. Of course, this practice may easily cause user aversion and adversely affect corporate image. Build a sitemap: creating a sitemap is a good way to improve indexing.

Websites without daily updates are difficult to attract frequent visits from search engines. Therefore, the site structure should be as flat as possible so that search engines can easily crawl all pages at once, which can be achieved by a sitemap.

The above are the three strategies of upper, middle and lower for SEO content optimization of corporate websites. Xingtian Marketing believes that if an enterprise has a certain reputation in the industry, it should try to choose the upper strategy. By persistently updating content to accumulate website weight, corporate websites can not only obtain a large amount of SEO traffic, but also establish an authoritative image in the industry through a large number of authoritative content, increasing benefits for the enterprise in invisible ways.

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