Links continue to be one of the strongest ranking factors. In fact, a few years ago, Google acknowledged links are one of the top three ranking factors.
However, not all links are created equal. Google likes to see a well-rounded backlink profile.
In Google’s eyes, a good backlink profile is one that looks natural. Garner too many links of one type (e.g. all of your links are exclusively from affiliate blogs), and things start to look fishy. If Google knows, or suspects, that you have paid for backlinks, that can seriously hamper your SEO efforts.
So, focus on creating a strong, natural backlink profile. That means a mix of no follow and follow links, with different variations of anchor text, and from websites with different tenure and authority — from a respected industry publication to your upstart neighborhood blogger.
With that goal in mind, here are five strategies for building a strong backlink profile.
Sections
1. Develop linkable content.
The best way to naturally earn links is to develop content people want to link to. This can include:
- Industry research
- In-depth how-to content
- Statistics
- Local guides
You can also try the skyscraper technique. This refers to finding the top content ranking for a keyword, then developing your own version that iterates and improves on it. With a better, more comprehensive guide, you can then reach out to the websites linking to the original content and suggest they update their link with your piece instead!
2. Turn mentions into links.
Here’s an easy one. Use social media listening software or set up a Google alert (it’s free) to scour the web for mentions of your business name or members of your C-suite. When a website mentions you, but fails to include a link, that’s your backlink target. Reach out and thank them for the coverage. Then ask if they wouldn’t mind linking to your website so their readers can easily learn more.
3. Guest blog for relevant sites.
Whatever your business offers, you have a unique perspective to share with the world. You have insider knowledge on specific issues affecting your customers or your industry. You’ve got a list of best practices all your customers could benefit hearing about.
These are all things you can guest blog about. Find relevant publications in your industry and research which blogs and outlets your customers follow. Google the website name with the phrase “write for us” or “guest contributor guidelines” and reach out with your pitch.
Partnering with a digital marketing agency can seriously help you scale your link-building efforts. They work with ghostwriters who can write on behalf of your team, and have connections with publications that can help you get your posts accepted.
4. Connect with your community.
One of the easier places to secure a backlink is through people and websites you already have a connection with. Think of the industry partners you work with, vendors, and satisfied customers. You can develop case studies with your customers, which they may then share on their own blog. If you partner with well-known vendors, softwares, or other collaborators, you can share links with each other.
If you’re a local business, be sure to gather local links as well. Complete your Google Business Profile and get local citations from other website directories and local listings.
5. Optimize anchor text (naturally).
Finally, try not to get too greedy with your anchor text. It is tempting to produce a bunch of guest posts and link to your most coveted keywords in each one. Unfortunately, tactics like this look very bad to Google. Instead, link to your website naturally within your articles, including a keyword where you can but without being too repetitive.
Build better links
In general, good marketing leads to good backlinks. But sometimes, websites need a little nudge. Be resourceful, produce good content, and don’t be afraid to ask for a link! When it comes to backlink strategy, partnering with a digital marketing agency can really amplify your results. Within one quarter of generating links for our technology client, they were showing up on the first page of Google. Read the case study and contact Your Marketing People today.
