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4.7 Backlinks or Inbound links According to MOZ, 2017, Backlinks, also called an "inbound links" or "incoming links", are created when one website links to another. The link between the two websites is the backlink, and has this name because it points back to the linked-to page, that is, backlinks are links coming from the outside pointing to inside. Blogs, influencers, companies, and brands in general can have included and include in the future links to Oamk’s English content. The more reputable the sources of these links are, in turn, the more valuable those links become in helping establish Oamk’s authority and higher ranking on Google. Trustworthy references will always make a bigger impact, and this trustworthy and how valuable those backlinks are for search engines can be determined by the factors below, according to Busche, 2017: Table 2 - Trustworthy and value of backlinks Trustworthy and value of backlinks for search engines: •Backlinks are linking to the commissioner using meaningful, descriptive (anchor) text. •The domains where the links are inserted are reputable; •The pages where the link (s) is (are) inserted are popular and engaging; •They are linking to the commissioner using meaningful, descriptive (anchor) text. Some ways to increase the amount of links back to the commissioner’s content pages include: Constantly feeding social channels, investing in guest blogging partnerships, answering relevant questions, reaching out to fix broken links to the content, securing Oamk’s presence in reputable directories, including influencers in roundups so that they will link to them, pitching the content in discussion forums, and fostering relationships with other relevant brands (Busche, 2017). 38PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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