Link building is the process of acquiring high-quality links to your site.Supplementing any search engine optimization (SEO) campaign with link building strategies is an essential part of your online marketing strategy. As with any other online marketing technique, it will depend largely on your industry because while social media works well for showing off apparel, a manufacturing company may find more success creating an infographic.
Another thing to keep in mind when link building is the risk-level of each technique. Thanks to Google's algorithm updates, spammy, high-risk links are poorly valued and highly penalized. To make sure your site isn't getting hit by algorithm updates, here are five safe link building strategies that you can adopt:
Infographics: Although this visual medium isn't as valuable as it used to be, infographics are extremely shareable and by their very nature—attention grabbing. Infographics serve as a great reminder that like all SEO strategies, they are effective when useful to searchers—not for simply existing.
Social Media: Even though most businesses realize that social media is an important aspect of a website's success, many aren't taking advantage of these platforms. Every business should be concerned with maintaining and growing their brand's visibility, so use these additional opportunities for people to find your site and convert. You can share your website's blog and other content on Facebook and LinkedIn to promote the content and to earn links and conversions. If you are a B2B company, a professional site like LinkedIn can generate leads, connections and authority. Social media sites like Twitter are a very effective way to generate buzz and this buzz equates to links.
Submit your posts to large forums that relate to the topic being discussed. Remember, forums and social platforms are all about creating communities.Post your products & services and blog links to the LinkedIn groups you're a member of.When tweeting, mention product manufacturers and other relevant parties in your tweet to grab their attention. If they have a good social media team, they will often engage with you, which means their followers will notice you.Since Facebook updates that feature images engage consumers 120% more than just using text, use pictures with links back to your website on image-centric Facebook.
Ask: When you are mentioning industry leaders on social media or the website, let them know! Usually they will be flattered and share the link because this adds authority to their brand.You can work up to this by first asking people who are very familiar with your company to share the content on their blogs. These connections may be the base for these shares. Eventually, you won't even have to ask—people will want to be the first ones to blog about your news and services.
Interviews and Conferences: Like other strategies, interviews and industry conferences affirm your authority and trust value to customers. The next time you are interviewed or on a panel for a conference, make sure that whoever is writing the content links to your site for easy backlinks. In addition, you can further develop this opportunity by mentioning the interview on social media with a link to the site and/or making a blog post about the event on your site and linking it to your social platforms. We often see thought leaders live-tweeting events that they are at and this is something that you could easily adopt while promoting your brand.
Newsletter Links: Gaining links from your newsletters starts with compelling content that customers will want to read and share. Be sure to have enticing content and their links in your company newsletters you send to customers.
Influencers. How to reach out to an influencer?. One way to do this is to request contributor or guest blogger status on certain sites. In this sense, you earn a backlink by generating content on that other site itself.Aim to find influencers in your niche that could provide you with effective link building opportunities.
Industry Expert Roundups.In marketing and communication, a roundup is a term that is used to describe the collection of popular resources that are highlighted to build one article. Expert roundups are no different, except that instead of using popular informative resources, industry experts are utilized to create a comprehensive analysis on a particular subject. Expert roundups are relatively easy to structure and publish, but there is some groundwork needed in the beginning. First, your content creation team will need creatively come up with a keyword rich question that your experts will answer. The question needs to be based on a keyword that your program wants to rank on Google’s first page. This is important because when searchers view your page and see the expert knowledge being freely shared than they are more likely to link back and reference to a collection of experts compared to a personal opinion. Here is a quick example: Let’s say you want to rank for the keyword “future of artificial intelligence” and the blog post title is ‘32 Expert’s Future Vision of Artificial Intelligence’. A great question to ask your industry experts could be “What is one or two major advancements you envision happening within artificial intelligence over the next 5 years?”Having developed the question, the next step is to scour the web looking for industry experts talking about similar topics in the artificial intelligence industry. You’ll want to create an outreach list that is three or four times the number of your intended expert commentaries that will be placed in your blog. The best way to identify potential experts in your industry is by using Google News.Keep in mind that your intent is to gain a link back and social shares from these experts because you are freely sharing their expertise. We want to show our own personal audiences that we are featured on another site so we can get the recognition we think we deserve.
These techniques are exactly the type of naturally occurring links that search engines favor, so you may start utilizing them as soon as possible to improve your website's rankings. Combine these tactics with your current content marketing and link building strategies for better SEO results!