The Perfect Link Building Plan: A 6-Month Guide for New Websites
Have you just launched a new website? Are you wondering how to make it visible to your target audience? You’ve landed at the right place!
The modern customer spends an average of 7 hours on the Internet. In other words, you need to grow your digital presence if you are to attract the modern customer. Now, one of the best ways to boost your website’s visibility and gain more traffic to your site is to leverage organic Search Engine Optimization (SEO) growth.
Link building might sound like a complex term. In reality, it’s just like a game of connect the dots. Imagine your website is one dot and your audience is another. Now, how do you connect these dots? The answer is, through ‘links.’
Creating these ‘links’ to your website helps it pop up on search engines. It’s like shining a flashlight on your website in the dark, vast internet forest. But how can you do this? This guide is your answer.
In the next six months, we’ll take a fun and informative journey together. We’ll teach you to investigate your website, make attractive content, find friends in the digital world, and check how well you’re doing. By the end, you’ll master the game of connect-the-dots. Ready to start? Let’s dive in!
What is a Link Building Plan?
A link building plan is like a blueprint for getting other websites to link to yours, over a specific timeline. Think of it as playing by Google’s rules to earn more links without getting on its bad side.
Why rush to build links when your website is fresh out of the oven? Here’s why:
Winning Google’s Trust: Good links are like thumbs-up signals to Google. The more you have, the higher your website climbs in search results.
Boosting Your Visibility: When you’re easier to find in searches, more people visit your site. This means more chances to make your brand known to new customers.
Attracting Clicks: People who see and click on the links become direct traffic to your site.
So, whether your business is new or relaunching a website, you need links. Your website might take a while to drive the traffic, leads, and sales you want. But with the right link-building techniques, you can speed up its growth.
How Many Links You Need to Build?
Ever wondered, “How many links should I build for my website?” You’re not alone! Let’s crack this puzzle together.
First off, let’s get one thing straight: it’s not just about quantity. The quality of your links matters way more. Think of it like friends. Would you rather have a few true buddies or hundreds who barely know you?
Now, there’s no magic number. Each website, and each goal, is unique. But here’s a simple guide:
- Starting Out? Aim for 10 strong, relevant links. It’s like planting seeds. Over time, these will grow and branch out.
- Want to Boost Your Game? After your initial links, focus on consistency. Add a few quality links every month.
- Remember Your Goals. If you’re looking to be a big player in a crowded field, you’ll need more. If it’s a niche space, less could do.
Lastly, always keep an eye on the results. Are more people visiting your website? That’s a good sign! If not, adjust your strategy.
In the end, it’s a mix of quality, consistency, and relevance. Happy linking!
The 6-Month Link Building Plan
So, we’ve nailed the basics, right? Now let’s get to the real deal – our dedicated “6-Month Link Building Plan”.
This is your custom-built, step-by-step guide that’s going to navigate you through the bustling digital landscape. Buckle up, and let’s get your website the attention it deserves!
Month 1: Website and Competitor Analysis
In the first month of our link building plan, we focus on analyzing our own website and studying our competitors’ backlinks to gain insights and set clear goals for the future.
1) Performing a Website Audit
In the first month, one of the initial steps involves conducting a comprehensive website audit. This process helps us understand the current state of our website. It’s like a health check-up, but for a website instead of a person. We look at various elements like:
Existing content: We assess the quality and relevance of our content. Is it useful and interesting to our audience?
Site structure: How our website is organized, and whether it’s easy for both people and search engines to navigate.
Existing backlinks: These are the links from other websites that point to ours. Good quality backlinks can help our site perform better in search engine results.
2) Analysing Competitors’ Backlinks
Next, we turn our attention to our competitors. Just like in a sports game, knowing what the other team is doing can help us refine our own strategy. In this case, we’re looking at our competitors’ backlinks – the links from other sites that point to theirs.
We use specialized tools to “spy” on these links. We’re looking for patterns or specific sites that link to our competitors, as these could potentially be opportunities to earn links for us as well. The idea is to learn from what others are doing right.
3) Defining Link Building Goals
With the audit and competitor analysis in hand, it’s time to define our link building goals. This is where we decide what we want to achieve with our link building efforts. Here are a few possible goals:
Increase website traffic: More high-quality backlinks can lead to more visitors to our site.
Improve search engine ranking: Good quality backlinks tell search engines like Google that our site is valuable, which can help us appear higher in search results.
Boost brand awareness: The more other sites link to ours, the more people will see and recognize our brand.
By the end of the first month, we will have a clear understanding of where our website stands, what our competitors are doing, and what our link building goals are. This prepares us to start the actual link-building work from Month 2 onwards.
Month 2: Keyword Research and Content Creation
During the second month of our plan, we focus on conducting in-depth keyword research and creating high-quality content that aligns with your business goals. This stage is crucial for optimizing your website, attracting organic traffic, and building a strong foundation for link building.
1) Conducting Keyword Research
Keyword research is a crucial step in optimizing your website for search engines and attracting more organic traffic. In this phase, we aim to identify the most relevant and valuable keywords that align with your business goals. Here’s how we conduct keyword research:
Understanding your target audience: We begin by understanding your target audience’s preferences, needs, and search behavior. By knowing what they are searching for, we can tailor our keyword research accordingly.
Generating a seed list: We create a list of seed keywords based on your industry, products, and services. These are the primary terms that are relevant to your business.
Expanding the keyword list: We utilize various tools and techniques to expand the seed list, including keyword research tools, competitor analysis, and brainstorming sessions. This helps us uncover additional keywords that can drive traffic to your website.
2) Identifying Relevant Topics for Content Creation
Once we have a comprehensive list of keywords, we move on to identifying relevant topics for content creation. Engaging content not only attracts readers but also helps in building valuable backlinks. Here’s our approach:
Analyzing search intent: We analyze the intent behind each keyword to determine the type of content that will best serve the searchers’ needs. It could be informative articles, product reviews, how-to guides, or comparison pieces.
Topic selection: Based on keyword research, we select topics that align with your business and provide value to your target audience. We aim to cover a wide range of topics that are informative, engaging, and relevant.
3) Creating High-Quality, Link-Worthy Content
Creating high-quality, link-worthy content is the key to earning valuable backlinks from reputable websites. Here’s our strategy for content creation:
Quality content production: We develop content that is well-researched, well-structured, and provides valuable insights to readers. Our content is written in a clear and concise manner, ensuring it is easy to understand for grade 9th students and other target audiences.
Incorporating visual elements: We enhance the content by incorporating relevant images, infographics, videos, or charts, making it visually appealing and engaging.
Promoting content: After publishing the content, we employ various promotion strategies such as social media sharing, influencer outreach, and email marketing to increase its visibility and reach.
4) Conduct Content Audit
Now that you have a robust online presence, you need content to beef it up. However, we wouldn’t urge you to upload content for the sake of it. The material you post on your website and other social media pages should be relevant for you to attract as many top-tier backlinks as possible. Your content can also help you identify link-building opportunities you could explore.
Ask yourself the following questions when auditing the content on your website.
- Is the current content performing as well as I expected?
- Which among my current content can I use to build quality links?
- Which type of content has performed well on social media?
- How can I repurpose existing content to help me build more backlinks?
Remember, effective keyword research and content creation go hand in hand. By targeting the right keywords and creating valuable content, we can improve your website’s visibility, attract more organic traffic, and build a strong link-building foundation.
Month 3: Developing and Implementing a Link-Building Strategy
Creating a link-building strategy involves three major steps. We are now in the third month, where we will delve into these in greater detail, ensuring we keep our explanation as straightforward as possible.
1) Identifying Potential Link Sources
The first step in developing a successful link-building strategy is to identify potential sources for links. These could be other websites or blogs that share content similar to yours or have a similar target audience. In essence, you’re looking for potential allies in the digital world.
Start by doing thorough online research to identify such websites.
Look at your competitors – which sites are they linking to? These could serve as potential sources.
Explore forums or social media groups that relate to your content. They may provide opportunities for quality link-building.
2) Creating a Link Building Outreach Strategy
Once you’ve identified potential link sources, it’s time to reach out to them. This is where your link-building outreach strategy comes into play.
Craft personalized emails or messages: Remember, no one likes receiving generic messages. Tailor your outreach for each potential source.
Provide value: Whether it’s through sharing relevant content or offering a guest post, make sure there’s something beneficial for them in your message.
Follow up: If you don’t get a response initially, don’t be disheartened. Politely follow up and express your continued interest in linking.
3) Implementing the Strategy and Building Links
The final step is putting your plan into action. This part might seem intimidating, but it’s essentially about forging digital connections and reinforcing them.
Start to publish the high-quality content that you promised during your outreach.
Add the agreed-upon links to your site and make sure they work correctly.
Monitor the incoming traffic from these links and maintain good relationships with your link sources.
Implementing a link-building strategy is a bit like planting a garden. It involves careful planning, nurturing, and time. With a well-thought-out plan and dedication, your “digital garden” will thrive, improving your website’s visibility and credibility.
Month 4: Guest Posting and Broken Link Building
For the fourth month of your link building plan, it’s time to introduce two new techniques: Guest Posting and Broken Link Building. Let’s start with Guest Posting. Here are some simple steps to consider:
1) Guest Posting
Here are some steps you need to follow when you start doing guest posting for guest posts on your new website:
Research: Find reputable sites within your niche. You can do this by using search terms like “your niche + write for us” or “your niche + guest post.”
Outreach: After you’ve compiled a list of potential sites, reach out to them. Your email should be professional, personalized, and explain why you’d be a great fit for their site.
Content Creation: Once you’ve secured a spot, write a high-quality article. Remember, this piece reflects your brand, so it must be high quality.
Link Back: Don’t forget to include a link back to your site within the article. This is the main goal of guest posting.
2) Tackling Broken Link Building
Next, we move on to Broken Link Building. It can be broken down into the following steps:
Finding Broken Links: Use tools like Ahrefs or Screaming Frog to find broken links on websites related to your niche.
Creating Relevant Content: If the broken link led to content relevant to your niche, create a similar piece on your website.
Contacting the Website Owner: Reach out to the site owner, inform them about the broken link, and suggest your content as a replacement.
Guest Posting and Broken Link Building are great ways for new website owners to start building links. These methods can really help new websites by acquiring valuable sites linking to their content and fixing broken links pointing to their site.
They make the website look trustworthy and help it show up higher in search engine results.
The key is patience and perseverance, as link building is a slow and steady process. If implemented properly, these tactics can lead to great results in the long run.
Month 5: Social Media Promotion and Link Building
Welcome to Month 5, where we plunge into the bustling world of social media! Let’s explore how this interactive space can serve as a powerful tool for promoting content and building valuable links.
1) Setting Up Social Media Profiles
Creating a robust online presence requires more than just a fantastic website. It’s also about setting up camp in places where your audience loves to hang out – social media platforms. Here’s a simple breakdown of how you can establish your presence:
Choose your platforms wisely. Is your audience more active on Facebook, Twitter, LinkedIn, Instagram, or perhaps somewhere else?
Once you’ve picked your platforms, it’s time to set up your profiles. Think of your profile as your business’s home on the platform. Make sure it’s inviting!
Fill out every detail in your profile. A complete, professional profile builds trust and makes you easy to find.
2) Promoting Content on Social Media for Organic Links
Once your social media profiles are up and shining, it’s time to roll out your content. Promoting your content on these platforms is like throwing a party and inviting everyone in! Here’s how you can do it:
Share every piece of new content you create. Each share is an open invitation to visit your website.
Encourage your followers to share your content. Think of this as word-of-mouth promotion in the digital world.
Use relevant hashtags. They act like signboards guiding people to your content.
3) Using Social Media for Link Outreach
Social media is not just about promotion, it’s also a fantastic place to forge new relationships. Building relationships with influential people in your industry can help boost your link-building efforts. Here’s how:
Start conversations. Respond to posts, ask questions, and share opinions. Remember, being social is key on social media!
Share other people’s content and they might return the favor. It’s a give-and-take scenario.
Take part in industry discussions where you can naturally share your content and potentially gain more backlinks.
Pro Tip: Link Building Using Slack Groups
If you’re looking for another effective way to build links, consider joining relevant Slack groups. Slack is a messaging app that hosts countless communities where people discuss specific topics. Participating in these groups can allow you to:
Connect with like-minded professionals.
Share your content directly with individuals who find it useful.
Build valuable relationships that can lead to organic backlinks.
Remember, the secret ingredient in the recipe for successful social media link-building is being genuine and interactive. So, go out there, make some digital friends, and watch as your link-building efforts flourish!
Month 6: Monitoring and Evaluation
Finally, we’ve reached the sixth month of our link-building journey! This month is all about taking a step back to watch, learn, and tweak. Let’s see what this involves.
1) Monitoring Backlink Profiles
Think of backlink profiles as report cards for your website. They reveal who’s linking to your content and how. But why is this important?
By keeping a close eye on new backlinks, you can see if your outreach efforts are bearing fruit. Even nofollow links can indicate engagement.
Checking the quality of the websites that link to you helps ensure they’re trustworthy and relevant. After all, links, whether they are nofollow links or not, from respected websites make your site look good, too.
Keeping an eye out for harmful or spammy links is crucial. These are like bad apples that could spoil your website’s reputation.
So, make sure to monitor your backlink profiles regularly!
2) Evaluating the Effectiveness of Link Building Strategies
Next up, let’s play the detective and solve the mystery: Is your link building strategy working?
Keep an eye on your site’s ranking on search engines. If it’s climbing up, your strategy is likely working. If not, there might be room for improvement.
Is your website getting more visitors? If these visitors are coming from your backlinks, that’s another thumbs-up for your strategy.
Lastly, don’t just count your visitors, see if they’re taking action. Are they signing up for newsletters, making purchases, or filling out forms? If so, your link building strategy isn’t just driving traffic, but also conversions!
3) Adjusting the Plan Based on Feedback and Results
As the final step of month six, it’s time to fine-tune your strategy based on what you’ve learned.
If certain types of link sources are working well, consider focusing more on them.
If your outreach strategy isn’t getting the response you expected, it might need a fresh spin.
Finally, don’t be afraid to experiment with different types of content. What’s popular one month might change the next, so stay flexible!
In conclusion, monitoring and evaluation are all about learning and improving. By keeping track of your backlink profiles, evaluating your strategies, and adjusting your plan as needed, you’re setting yourself up for continued success in your link building efforts!
Discussion of costs involved in link building plan
Link building is a crucial part of a robust SEO strategy. But like most things worth doing, it comes with its own set of costs. So, let’s break down these costs in a way that’s easy to understand, even for a 9th grader!
Direct Financial Costs
Link building isn’t always free. There are direct costs to creating links, that you may need to budget for.
1) SEO Tools
First up, we have the cost of SEO tools. These tools help you with everything from identifying potential link sources to tracking the performance of your links. Popular tools like SEMrush, Moz, or Ahrefs aren’t free, although they often provide significant value for their cost.
2) Content Creation
Next, we have the cost of creating content. This might include hiring writers, graphic designers, or video creators. Remember, the more engaging and valuable your content, the more likely it is to attract quality backlinks.
3) Outreach Efforts
Finally, your outreach efforts might also involve some expenses. For instance, if you decide to use email marketing software to help with your outreach, there could be a monthly fee.
Beyond the direct financial costs, link building also involves what we call “indirect costs. These don’t impact your wallet directly, but they still matter!
Time is a precious resource, and link building can be time-consuming. Whether it’s the hours spent researching keywords, crafting the perfect outreach email, or monitoring your backlinks, the time cost of link building is significant.
Link building isn’t just about clicking a few buttons. It requires thought, creativity, and perseverance. This effort is another type of cost involved in the process.
3) Learning Curve
Lastly, there’s the cost of the learning curve. SEO and link building are complex fields, and it can take time and effort to learn the ropes. While this isn’t a monetary cost, it’s a consideration you need to bear in mind.
So, there you have it! Just like buying a new video game or saving up for a cool gadget, a link-building plan comes with its own set of costs. Understanding these can help you plan better and make the most of your SEO efforts.
Essential Link Types to Focus On
Link building is like weaving a spider’s web. The more links or “strands” you have, the stronger your web. Each strand, or link type, plays a crucial role. Here’s a simple explanation of the important link types you should focus on.
1) Links to Your Homepage
Think of your homepage as your front door. It’s the first thing people see when they visit your website.
Links to your homepage are like pointing arrows that guide people to your front door. The more arrows you have, the easier it is for people to find you.
For example, a blog post might link to your homepage when mentioning your business, helping to direct more visitors your way. These links can also be found on relevant resource pages, further increasing your visibility and attracting interested users to explore your website.
2) Links to Your “Deep” Pages
Deep pages are the rooms inside your digital home. These web pages can be blog posts, product pages, or any page that is not directly connected to your homepage.
Links to these pages act like tour guides, showing visitors and search engines all the cool stuff inside your website.
Suppose you have a great blog post about ‘how to bake a cake.’ A link from another site straight to this post is a ‘deep’ link.
3) Links Containing Your Brand or Company Name in the Anchor Text
Your brand name is your online identity, much like your own name.
When a link uses your brand name as anchor text (the clickable text in a hyperlink), it’s like someone calling you by name – it gets attention.
For instance, a food blog might say “I love the recipes on [Your Brand Name]”, with the brand name being the link to your site.
4) Links Containing Important Keywords for SEO in the Anchor Text
Keywords are like the important topics you’re known for.
When a link uses these important keywords as anchor text, it’s like saying, “This resource page is a great source for [Keyword]”
If your website is all about baking, a link with the anchor text “delicious cake recipes” would be an SEO winner.
In short, these different link types are like pieces of a puzzle. When combined, they form a complete picture of a strong, diverse link building strategy. That not only enhances your website’s visibility but also boosts its domain authority.
Link Building Tools to Consider For New Website Owners
For new website owners, selecting the right tools is critical to navigate the world of digital marketing. While there’s no shortage of software and applications available, not all are beginner-friendly. So, let’s focus on those that are easy to use, helpful, and cater specifically to your needs. Here are some top picks:
Tool 1: Google Search Console
Don’t underestimate the power of Google Search Console. It’s not just free but packed with valuable features:
It’s like a report card, showing your website’s performance.
It helps you find out who’s linking to you.
Plus, you get to understand how Google sees your site in search results.
Tool 2: SEMRush
Next up is SEMRush. Though it comes with a cost, the investment pays off due to its exceptional features:
SEMRush helps you peep into your competitors’ backlink profiles.
You can keep an eye on your keyword rankings.
Plus, it allows you to conduct site audits seamlessly.
Tool 3: Ahrefs
Ahrefs is a fan-favorite and for good reasons:
It shows you where your backlinks come from.
It gives detailed reports on your competitors’ SEO strategies.
Plus, the keyword explorer is super handy.
Tool 4: Ubersuggest
Replacing Moz Pro, Ubersuggest is a tool loved by beginners. This feature-rich yet easy-to-use tool:
Provides you with a wealth of keyword ideas.
Helps you identify backlink opportunities.
Additionally, it can perform site audits to highlight areas for improvement.
These tools can be your best allies on your journey. Start experimenting with them, see which ones you prefer, and remember, all great things start small. Good luck on your link building adventure!
Link Building and User Experience (UX): Why New Websites Should Prioritize it?
Imagine you’re building a fun and exciting treehouse. The goal? Make sure everyone knows about it and loves visiting. This is similar to your website’s journey, with link building and user experience (UX) being the two tools to make it popular. When combined, they can turn your website into a hot destination on the internet!
Getting Your Website Ready
Let’s think of link building as your friends telling others about your treehouse, and UX as how much they enjoy their time there. Now, how do you make sure your website excels in both?
Build an Easy-to-Navigate Website
Like a treehouse with a clear entry and exit, your website should be straightforward to explore. If visitors can easily find their way around and enjoy the look of your site, they’ll spend more time and are more likely to share it with others – gaining you more backlinks.
Create Engaging Content
Your website needs fun and helpful things that keep visitors interested. This is similar to having cool games and snacks in your treehouse. If visitors find your content engaging, they’re more likely to share your website on their own sites or social media, giving you more links.
Understand Your Visitor’s
Just like asking your friends what they’d like in your treehouse, it’s crucial to understand what your visitors like about your website. Using tools that track visitor behaviour can help here. With this info, you can make your site even better and more attractive for link-building.
The Advantage for New Website Owners
If you’re just starting a new website, you might be wondering why this combo of link building and UX is so important. Here are a few reasons:
1. Stay Ahead of Established Websites
Many big websites only focus on link building, forgetting about UX. As a new website owner, if you pay attention to both, you can beat these older sites in search engine rankings.
2. Make a Memorable First Impression
A great UX can make your website unforgettable from the first visit. Satisfied visitors are likely to return, recommend your site to others, and link back to your website from their own sites or social media.
3. Be Ready for Future SEO Trends
Search engines like Google are beginning to care more about UX. If you focus on UX and link building right from the start, you’ll be ready for these changes and can lead the pack!
In simple terms, link building and UX are like two best friends that can make your website a winner. As a new website owner, combining these two gives you a fantastic chance to stand out. So, put on your creative hat, and let’s get started on making your website the best it can be!
In the next section, we’re excited to show you how we’ve helped new websites succeed at Outreach Monks. We have some fascinating “Link Building Case Studies” to share. Let’s dive in!
Link Building Case Studies by Outreach Monks
In this section, you will explore the transformative power of expert link building with Outreach Monks. Through their innovative link building strategies, they assist new website owners in reaching their goals, driving organic traffic, enhancing domain rating, and improving overall website visibility.
1) BlueMagic Group
BlueMagic Group, a well-known hair transplant clinic in Istanbul, needed help to boost its online presence and organic traffic. Despite their industry expertise, they struggled with online visibility. So, they chose Outreach Monks for an effective link building campaign.
The main challenges included improving rankings on key hair transplant-related phrases, generating targeted organic traffic and leads, and reducing reliance on paid ads.
After just 2-3 months of the Outreach Monks link building campaign, BlueMagic Group began ranking on competitive keywords. This quick progress displayed the success of the campaign.
Moreover, the campaign led to a seven-fold increase in targeted organic traffic, from 1.5k to 7.5k. The value of this traffic increased from $2k USD to a whopping $20k USD.
Additionally, BlueMagic Group’s Domain Rating (DR) rose from 18 to 22. They saw a substantial return on investment as the $2k USD per month spent on link building resulted in organic traffic worth $20k USD.
With such positive outcomes, BlueMagic Group, a new website, decided to invest more in link building activities with Outreach Monks to further boost their online presence.
Ranking on Competitive Keywords
Target Organic Traffic Boost
Traffic Value Enhancement
Domain Rating (DR) Improvement
2) Mind Vapes
Mind Vapes, a new online shop for smoking accessories, wanted to boost its visibility online and grow its organic traffic, especially since typical ad platforms like Google AdWords and Meta have advertising restrictions. They teamed up with Outreach Monks for this challenge in January 2021 and have seen impressive growth.
They faced challenges like advertising limitations, improving product rankings, increasing website authority, and driving organic traffic for consistent growth. However, in just two years with Outreach Monks, Mind Vapes’ monthly organic traffic jumped from 100 to a whopping 136k.
Additionally, the company expanded its team from a small operation to a thriving business with 10 employees. Their website’s domain rating improved dramatically, going from 0 to 34, thanks to Outreach Monks’ efforts.
Outreach Monks helped Mind Vapes achieve this success by a link building checklist that targeted backlinks from lower to higher domain rating blogs. They also emphasized the importance of regular and consistent link building, which was key to the ongoing success of Mind Vapes.
Organic Traffic Surge
Domain Rating (DR) Enhancement
Building a new website comes with many problems, especially when trying to create links. No matter if you’re doing it yourself, buying links, or getting help, you need a simple yet thorough plan for building links.
This plan should cover what kinds of links you need, how many you should aim to get, and what actions you need to do to get them. The plan begins with doing some research to help create your content, then involves using social media and writing blog posts until you can start asking other websites for links.
It’s useful to have a 6-month plan for your new website. This can give you a strong base for your future. With this plan, you can then use more complex methods to create links and make your website better.
FAQs on Link Building Plan
Why do I need a link building plan?
Having a link building plan is important because it helps you organize your efforts, keeps you focused, and allows you to measure your progress in improving your website's search engine ranking.
How many links should I aim to acquire in my link building plan?
There's no set number of links to aim for, as it largely depends on your website's niche, competition, and current SEO status. Instead of focusing on quantity, focus on the quality of the links.
Why is a 6-month plan recommended for link building?
A 6-month plan is recommended because link building is a gradual process that requires consistency. This time frame allows you to evaluate your progress, make adjustments as needed, and see tangible results.
Can I modify my strategy based on the results I see?
Absolutely. Regularly reviewing the results of your strategy allows you to make adjustments as needed to improve its effectiveness.
How does blog posts contribute to my website's promotion?
Blog posts create opportunities for others to share your content, increasing your site's visibility. They can provide valuable information to your audience, help establish you as an authority in your field, and improve your site's SEO