Are you looking to increase your website’s visibility and drive more traffic to your business? If so, then you’ve come to the right place. In today’s digital age, link-building is an essential component of any successful digital marketing strategy. By building high-quality links to your website, you can improve your search engine rankings, attract more visitors to your site, and ultimately drive more sales. However, planning and executing a link-building campaign can be a daunting task. That’s why in this article, we’ll guide you through the process and provide you with some tips and best practices to help you get started. So, let’s dive in and explore the world of link-building!
What Is Link Building?
Link building is the process of acquiring links from other websites to your own website. In other words, it’s the practice of getting other websites to link to your website. Why is this important? Well, search engines like Google use links as a way to determine the authority and relevance of a website. The more high-quality links you have pointing to your website, the more likely it is that your website will rank higher in search engine results pages (SERPs).
However, it’s important to note that not all links are created equal. Search engines are smart enough to recognize when links are spammy or low-quality. So, it’s not just about getting as many links as possible, but rather about getting high-quality links from reputable sources.
There are many different tactics and strategies that can be used to acquire links, such as creating high-quality content, guest posting on other websites, participating in industry forums and communities, and even reaching out to other websites and asking for links. We’ll explore some of these strategies in more detail.
Why Is Link Building Important?
Link building is an essential component of any successful digital marketing strategy. Here are a few reasons why:
- Improved search engine rankings: As mentioned earlier, search engines use links as a way to determine the authority and relevance of a website. The more high-quality links you have pointing to your website, the more likely it is that your website will rank higher in search engine results pages (SERPs). This means that link building can help you improve your search engine rankings and drive more traffic to your website.
- Increased website traffic: When other websites link to your website, it can drive traffic to your site from those sources. This is because visitors who are browsing other websites may come across a link to your website and decide to click through to learn more about your business. This can result in increased website traffic, which can lead to more sales and conversions.
- Improved brand visibility: Link building can also help increase your brand’s visibility and awareness. When other websites link to your website, it can expose your brand to a wider audience and increase the likelihood that people will remember your brand and seek out your products or services in the future.
- Competitive advantage: In today’s competitive digital landscape, link building can give you a competitive advantage. By acquiring high-quality links from reputable sources, you can differentiate your business from your competitors and establish yourself as an authority in your industry.
Getting high-quality links to your webpage will increase your legitimacy in the eyes of Google, and therefore boost your place in the rankings. Having a higher rank will make your company more visible to potential customers.
Getting high quality links to your webpage will increase your legitimacy in the eyes of Google, and therefore boost your place in the rankings. Having a higher rank will make your company more visible to potential customers.
What Is a Link Building Campaign?
A link-building campaign is a strategic effort to acquire high-quality links from other websites to your own website. Each campaign typically focusses on a single piece of content or business goal. The goal of a link-building campaign is to increase the number and quality of links pointing to your website, which can help improve your search engine rankings and drive more traffic to your site.
By following a structured approach and focusing on creating high-quality content, you can increase the number and quality of links pointing to your website, which can help improve your search engine rankings and drive more traffic to your site, which can result in more leads and sales.
The Two Types of Links
As mentioned earlier, there are two kinds of links that can be attained: organic or “natural” links, and manual links, achieved through outreach.
Organic Links: These are difficult to achieve but require no effort on your end! Natural links are those which other people have added on their website of their own accord.
TIP: If you have any naturally occurring links, it’s worth a look to see what people are linking to-this is indicative of the content that others might be interested in linking to when you begin your outreach.
Manual Links: These links are the ones that will be achieved through your outreach to companies and website owners. This post will discuss the outreach process in more detail later on.
Structuring Your Link-Building Campaign
Step One: Setting a Goal
Before you begin a link-building campaign, it’s important to define your goals. What do you hope to achieve through link building? Do you want to improve your search engine rankings, drive more traffic to your site, or increase your brand’s visibility? Setting clear goals will help you stay focused and measure the success of your campaign.
A few common goals that can be achieved with link building are:
- Improving SEO and search rankings
- Raising awareness to your company and brand
- Building relationships with similar non-competitive companies
Choosing a goal to aspire to will help you to properly structure your campaign in the assets you choose to promote, the links you target, and the messaging for your outreach.
Step Two: Choosing Your Assets
Just as important as how many people link to your site, is what they are linking to. You’ll want to entice your link targets to add your backlink on their website, so ensure that the content you’re presenting them with is both relevant and of good quality.
- Researching potential link opportunities: The next step is to research potential link opportunities. This involves identifying websites that are relevant to your industry or niche and have high domain authority. You can use tools like Ahrefs, SEMrush, or Moz to help you find potential link opportunities
- Creating high-quality content: One of the most effective ways to acquire links is by creating high-quality content that other websites will want to link to. This can include blog posts, infographics, videos, and other types of content.
Here’s a checklist for finding the best content to link to:
Check analytics: which posts are doing well?
Check backlinks: are there any pages or posts that have already achieved organic links?
Refer to your link target’s content: which pieces of content do you have tat is relevant for the links you’re looking to target?
Easily boosted content: do you have any infographics or unique content that can add value to another person’s site?
The content you choose to link also determines the type of link that you are putting forward. These types are categorized as:
Deep pages (products or category)
Links about your brand or company
Step Three: Choosing Link Targets
Once you have identified potential link opportunities and created high-quality content, the next step is to reach out to other websites and ask them to link to your content. This can involve sending outreach emails, participating in industry forums and communities, or even using social media to connect with other website owners.
Before you jump right into picking websites to contact, consider first:
- Who is your target audience?
- What content do you and your target audience have in common?
- Where does your target audience live? Are they bloggers, social media accounts, or company websites?
Now that you have chosen your target audience, established the kind of content you can target them with, and where, it’s time to do a backlink audit.
Using tools like SemRush, check potential link targets generated for your content. Software like SemRush makes this easy by creating a list of websites that you can sort through and pick from to add to your link building campaign. Follow these steps to find your curated list:
- Log in to SemRush
- Choose your project, under “management”
- Click on “Link Building”
- Go to “Prospects”
SemRush generates many websites to choose from, often in the 1000s+. To shave down the search, add filters such as “blog” if you are targeting bloggers, or enter keywords.
Once you’ve chosen your first set of potential link targets, it’s time to apply domain metrics. While SemRush is excellent at generating links, they are not always useful or relevant to the goal you are trying to achieve. Domain metrics are tools that measure the value of a link, such as domain authority.
There are a few tools that can be used to evaluate a link, and choose the best possible websites for your outreach:
- MozBar: This plug-in measure the domain score of a website
- SemRush: You can use SemRush to also check the domain authority. It’s useful to cross-check domain authority for the most accurate read
- Link Analyzer: When doing outreach, it’s important to know if the website usually backlinks in the first place. This analyzer will check if your link target backlinks to external websites
Choosing link targets from the prospect list, or through search, and then prioritizing them based on domain metrics will give you a pretty concise and targeted list of links! Now it’s time to start the outreach.
Step Four: Outreach
Email outreach is the most common form of contact for link building, but don’t feel limited to your inbox! If you’re targeting social media accounts, don’t be afraid to drop them a direct or private message as well. It all depends on catering to your audience.
First: Create an email template: having a template to refer back to is always helpful especially when dealing with a large number of emails
Next: Personalize. Sending an email that was clearly mass-generated is the quickest way for your link targets to disregard you. Include something specifically relevant, such as a comment on a page of theirs.
Some things to include in your email:
- Why your content is relevant
- A call to action: don’t forget to tell them why you’re reaching out in the first place!
- Show you are genuine. This comes back to calling out specifics about your link target’s own site in relevance to your own. Don’t be afraid to use their name, either!
Step Five: Follow Up
After sending all those emails, it can be hard to keep track of who has done what. An efficient way to keep on top of things is manually on a spreadsheet, with a tool like SemRush.
With a spreadsheet, you can manually enter who you have contacted and if they have replied. In SemRush, all these actions are automatically updated. You can log in and see at any point who has opened or replied to your email, and decide what to do next.
It is important to send a follow-up email. Often, emails get lost to crowded inboxes, so it’s good practice to send a little reminder. Determine a timeline for your follow-up email.
It’s recommended that the follow-up email be sent one to two weeks after your original outreach. The follow-up can be tracked on SemRush, as well.
Step Six: Tracking & Measuring
Finally, it’s important to track and measure the results of your link-building campaign. This can help you identify what’s working and what’s not, and make adjustments as needed to improve your results over time.
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What Makes a Good Backlink?
A good backlink is a link that comes from a high-quality website and is relevant to your own website’s content. Here are a few factors that make a backlink good:
- Relevance: The link should be relevant to your website’s content. For example, if you run a pet grooming business, a link from a website that sells pet grooming products or provides pet care tips would be relevant.
- Authority: The website that the link is coming from should have a high level of authority. This can be measured by factors like domain authority, page authority, and trust flow. A link from a high-authority website can help improve your own website’s authority and search engine rankings.
- Trustworthiness: The website that the link is coming from should be trustworthy and have a good reputation. A link from a spammy or low-quality website can have the opposite effect and harm your website’s search engine rankings.
- Natural placement: The link should be placed in a natural way within the content of the website. A link that is placed in a way that looks manipulative or spammy can harm your website’s search engine rankings.
- Anchor text: The text that is used for the link should be relevant and descriptive. For example, if the link is pointing to a page about pet grooming, the anchor text should include relevant keywords like “pet grooming” or “dog grooming.”
Best Backlink Building Strategies
There are many effective backlink-building strategies that small and medium-sized businesses can use to improve their search engine rankings and drive more traffic to their site. Here are some of the best strategies:
- Guest posting: Guest posting involves writing high-quality content for another website and including a link back to your own website in the author bio or within the content. This can be a great way to get high-quality backlinks and increase your website’s authority.
- Broken link building: Broken link building involves finding broken links on other websites and offering to replace them with links to your own website’s content. This can be a great way to get high-quality backlinks and provide value to other website owners.
- Resource page link building: Many websites have resource pages that link to helpful resources in their industry or niche. By creating high-quality content that is relevant to your industry or niche, you can reach out to website owners and ask them to include a link to your content on their resource page.
- Collaborating with influencers: Influencers in your industry or niche can have a large following and can be a great source of high-quality backlinks. By collaborating with influencers and creating content that they can share with their followers, you can get more exposure and increase your website’s authority.
- Creating shareable content: Creating high-quality and shareable content, such as infographics, videos, or original research, can help attract backlinks naturally. This is because other website owners may link to your content if they find it helpful or interesting.
Overall, there are many effective backlink-building strategies that small and medium-sized businesses can use to improve their search engine rankings and drive more traffic to their site. By focusing on creating high-quality content and building relationships with other website owners, you can get more high-quality backlinks and increase your website’s authority.
So What’s Next?
You’ve got some link-building training, set your goals, identified key content, strategically chosen your link targets, and contacted them accordingly. Now all there is to do is wait and watch the magic happen!
Images by Pixabay
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