Link building, according to a lot of digital marketers, is a very old and very traditional digital marketing method. However, just because it’s all that antiquated doesn’t mean it’s useless. In fact, we may consider link building as one of the most timeless yet most effective digital marketing strategies out there.
Link Building: A Quick Rundown
With great link building, your brand may be able to reach any kind of audience and any kind of industry. That’s regardless of your chosen marketing channel, marketing method, or even timeline. That sounds awesome, right? If people and other members of your industry link back to you naturally, the likelier it is for your content to rank. In fact, 62 percent of top 10 Google results in most searches are actually more than three years old!
This is also the reason why it’s very effective despite the impression that it’s traditional. For a beginner marketer, link building seems really intimidating. However, it can actually become one of the most fun in most creative digital marketing strategies you can apply to your campaigns. Here are some quick tips:
Tap into broken links and transform them into your own
Broken links happen when websites have backlinks that end up in error or 404 pages, rendering the link in that particular piece or page generally useless. This can make that particular piece or page unattractive for search engines, and may even result in lower rankings. You can leverage on these broken pages by messaging website owners and suggesting they put your own link in that broken link instead. This not only redirects all traffic to you, but you instantly get linked to a potentially high-ranking page. Remember, though, when you offer links, make sure they’re related to the piece.
Find broken links to your own pages and fix them
If broken links can be catastrophic to both guest sites and the competitors that put them, it can put you in a disadvantage as well. Broken links can lose you relevant viewership numbers, and they may end up becoming lost conversions and customers. To avoid this, make it a habit to actively find broken links to your site — be it unlinked anchor texts, misspelled names, and wrong links — and to message the webmasters to send the right ones. SEO tools can easily help you find those broken links and restore them. This ensures your link building efforts haven’t been put in vain.
Add a guest posting feature to your blog
A great way to attract increased viewership and better partnerships would be opening your blog for guest posts. You’d be surprised with how many high-ranking websites may want to connect with your site. This not only lets you have a share of their readership, you also get high-quality content for free. If you want, you can negotiate with these blogs to exchange links, where you post their blog in exchange for your link being posted in theirs. This can be a great way to build a network and establish yourself in the industry, both to search engines and your audience.
See Also: How Guest Blogging Can Boost Your Inbound Marketing Strategy
Choose your network and connections properly
Aside from opening your website for guest posting, it can also help a great deal if you make posts that other websites can feature. However, while guest posting in itself can be an effective link building method, you need to choose your connections properly. Make sure you post on blogs related to your industry so that search engines can properly associate your content with your keyword. Websites who fail to do this get on the bad side of search engines, as search engines might feel these websites are just spamming keywords for the numbers.
Find resource links and form your own spin to its contents
Most of the major websites in any niche likely rely on resource websites for information on their most popular content. Articles pertaining to trends, statistics, and new discoveries most likely have sources in the form of research, studies, statistical findings, and even testimonies from these resource sites. However, did you know you can use the same resource links to make your own cornerstone content?
One of the best ways to create appealing content is to find the main source of information in your niche, and tackle its data with your own angle. This would instantly make you and your content more unique. In fact, if you take advantage of the fact that long-form (3,000+ words) content can get 77.2 percent more backlinks compared to short-form content, your cornerstone content can be the reason for your rising ranking.
Take advantage of putting your links in social media content
Did you know that 3.8 billion people are actually active in social media? This is 75 percent of existing people using the internet (4.5 billion as of 2020) right now! As such, it is very likely for you to find an online forum or community of your nation on a social media platform. You can take advantage of the situation by joining these forums and communities, and posting relevant content such as posts, images, videos, and even infographics that contain links to relevant pages you want to link back to. If you choose the right content and post in the right community, you will likely get a lot of traction and even new audiences.
Make your content optimized for mobile
Before you release any form of content — be it blogs, posts, multimedia or ads — it’s important to make sure they’re optimized for mobile first. This means they have to be viewable from a mobile device without any hassle. You should also make sure your links are easily recognized in the middle of the piece, as they’re more helpful compared to sidebars and footers. Doing this can earn you huge plus points from search engines, as they like content that is visible across different kinds of media platforms. This also makes sure all audiences across all devices can check out your content without any worries.
Reuse old data to create new and improved content
If you have a page with interesting content but isn’t ranking, you don’t necessarily have to discard it. Rather, you can actually take data and relevant information from that content and repurpose it into something more updated and more appealing to other content platforms. For instance, an old blog post you think has potential can be repurposed into an infographic or social media post.
The trick here is to find old and struggling content that you think might be relevant to your viewers today. Using new content can boost your old data, as you can link back to that old piece of content. Likewise, if other content creators find your new content interesting, the likelier it is for them to give you backlinks as well. The trick here is to post new content in platforms that can naturally and organically earn you links.
Add links to your content organically
What a lot of brands don’t realize is that they sometimes force their keywords into their content. As a result, they create content that seems “scammy” or off-topic. Unfortunately, they may have included the keyword in their website, but doing it in a forceful way also spells trouble for their SEO. This is why link building services often focus less on aiming for high search engine scores and instead focus on making contextual pieces.
This means adding links to pieces as needed, and only when they provide value to the piece. As such, when writing blogs and making posts, add links that point users to statistics, facts relevant to the niche, and informative pieces that can help enrich user experience. If you want your link building strategies to work, your content must have their keywords and links naturally placed there.
Never buy a backlink from websites
While it can be tempting to just pay websites to post your content, websites that do ask for payment in return for backlinks most likely have low search engine scores in the first place. This not only makes them unreliable, but being associated with them may lower your own ranking and even affect the way search engines perceive your website. if you’re talking to a website that asks you to pay for your guest post, you should probably look for another website to submit your content to.
Link Building: A Timeless Way to Build Connections
With the above points taken into consideration, it’s important to understand that link building remains timeless because its methods can be applied to almost any up and coming trend. Despite the rise of tools such as chatbots, virtual reality, and AI, all of these concepts have to rely on link building if they want to become effective digital marketing tools. At the end of the day, these tools still have to rely on keywords and concepts in order to link brands with their audiences. And with the tips above, knowing how to tap into these tools can give you an edge and help you build better links.
If you have other quick tips you want to share to fellow marketers, feel free to share them below. And if you want to discuss some point we’ve raised in the article, feel free to start a discussion in the comments.
John Gonzales loves two things the most in the world – technology and pizza. As a writer by trade, he spends a lot of time writing about food, travel, and the latest in tech developments. John is your guy when it comes to writing pieces on gadgets and consoles, games, health and medicine, and even marketing. As a techie himself, John wants to make sure his pieces aren’t just informative, but also very personal and tailored to reader needs.
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