May 14, 2014
What Implied Links can Mean for Your PR
If you follow tech news you likely heard about Google being awarded a patent for its Panda algorithm back in March, says 5WPR CEO Ronn Torossian.. Well, tucked away inside that announcement is big news for everyone in the public relations business. Particularly those who use online integrated public relations, and any web-based marketing. Ronn Torossian explains.
First, let’s begin with a definition of “implied links.” Direct, or actual, links are words or images that directly link to another page or place online. Indirect links are words or images that discuss other content elsewhere on the web, but don’t physically link to anything.
Implied links are expected to play a bigger role in page ranking going forward. PR companies can use indirect links as brand building tools in various different applications across the web from blogs, to press releases, to social media, even images and video.
When an internet user searches a particular term – usually a brand name or specific descriptive term – and then clicks on a particular website, Google recognizes the connection. The search engine will then store this information to help create a context for results going forward, including, but not limited to, the ranking of the related sites.
Because the point of PR is building brand awareness, audience connection, and to increase relationships, these new implied link connections increase brand credibility and ranking opportunities. It also provides a sketch framework of how brands can cross post information, and network across various websites in order to increase brand awareness and market connection points.
While direct links are still the way to go for landing pages, squeeze pages, and other sales directive content, implied links can provide a simple way to push brands without creating blatant link seeded content that offers no real benefit to the reader, or the web.