When building an SEO strategy, one of the most critical factors is backlinks for your website. But for many marketing professionals and business leaders, backlinks are mysterious, nebulous measures on a website report. This leads to strategies based more on luck and hope than data and goals.
But backlinks are important — they are SEO fuel. But how do you get them? What steps can you take to boost your digital marketing with a viable and sustainable backlink strategy? What can you do to set yourself up for website success?
The answer starts with understanding what backlinks are and how they work.
What Are Backlinks in SEO Strategy?
Backlinks are links from one website to another through anchor text. If you link text on your website to another web page, then you have created a backlink for that page. They are also known as inbound links or one-way links because people on your site can go to that page, but there is no link back to your site.
In the eyes of Google and other search engines, a backlink is a sign that your website has “relevance” because another website has found your information useful. Search engines are in the business of finding the best answer possible for your questions, and they know that if one (or one hundred) other websites found your information useful, then it is likely to be useful for the person with a search query.
That’s why the more backlinks you have (specifically, relevant backlinks), then the more relevance the search engine will give your site and the more credit you will have in search rankings.
How to Build Your Site Relevance with Backlinks
Because of the amorphous nature of our backlink understanding, there are less reputable companies out there that will promise to flood your site with backlinks for a fee. But many of these companies aren’t following site-building best practices. They are trying to cheat the system using tricks or unethical strategies that will eventually get caught by search engines, and you will see your ranking drop.
But there are tactics and strategies that work. Sure, it’s not as easy as opening your checkbook and watching your backlinks grow (till it all comes crashing down because you cheated), but the tactics below are designed around sustainable search rank and business growth. They also cover a range of activities. There isn’t a “one size fits all” strategy for developing backlinks – every business is different, and you’ll need to find the tactics that work for you. So pick a tactic, test it out, then move to the next. Let’s get started.
1. Post Useful Information
This seems basic, but many people forget that your website should provide useful information for your audience and buyers. For example, answer a question you commonly get from customers and other people who want to answer that question will link to your site. Consider using infographics or illustrations to answer questions, because visual information is the most useful in creating backlinks.
2. Publish Step-by-Step Guides with Useful Information
Answering questions with illustrations is great, but sometimes you need more. Original research, with accompanying data, is some of the most valuable content on the internet for creating backlinks. Step-by-step guides, or an “ultimate” guide to a topic, are also valuable, providing content that other websites are more likely to link to. It’s also great for building your thought leadership credentials.
3. Use Local Citations and Directories
Some will argue that local isn’t as relevant for search rankings except for targeting customers in a geographic area. But in backlinks, every little bit counts. You should be adding your business to local citations and directories. A local citation is a link or mention of your business on a local website, like a chamber of commerce or a business directory in your area. It’s the low-hanging fruit of backlinks, especially for B2B companies.
4. Connect with the Experts
There are industry thought leaders and influencers that generate easy backlinks by providing information as an expert in their field. When these influencers talk, people listen (and websites link). Connect with them, invite them as a guest on a podcast, then ask them to comment on a post or get them to provide you with information that you can use in content. This will provide relevance, potential backlinks (as that expert will connect with you), and useful content. Not all experts will be willing to help, but it doesn’t hurt to ask, and many will be happy to provide information.
5. Ask for Links to Credit Work
Just by doing business, you are creating backlink opportunities. For example, if you give a supplier a testimonial or recommendation, then ask them for a backlink to your website. Or, if a customer writes a review, then ask them to include a link to your website. If another company uses one of your case studies or material on their site, make sure to request a link. Sometimes, just by being willing to ask, you will see the backlinks roll in.
6. Network with Business Partners and Marketing Connections
Continuing the “just ask” section of these tips, your business partners and marketing connections can also be great sources of backlinks, so ask! Your suppliers and preferred vendors should also have a backlink on their website to your site, and if they don’t, then ask. If you work regularly with another company, ask them to add a backlink. For example, if they have a page of partner companies, then adding a backlink will only take moments. Do the same for them.
7. Don’t Forget Press Releases and Publicity
Press releases and publicity are great ways to generate backlinks. Put out a press release when you finish a project or do work in the community. Highlight the partners you worked with and make sure to link to them. Then those partners or local organizations will be likely to link back to the press release. Online news reports will also link to your press release, creating backlinks. Send out a few social media posts to let the world know what you’re doing, and watch the backlinks roll in.
8. Implement a Guest Blogs Strategy
Businesses are always looking for great content, and you can help them with that (and earn backlinks). Reach out to some industry blogs with ideas for articles, then offer to write one, or guest blog. Guest blogs are written for other websites in your industry. It’s a great way to build your brand as an expert, market yourself to a new audience, and earn more backlinks by linking to your relevant and useful content in the blog. Some might argue that giving away free content to a potential competitor is self-defeating, but with the right article and strategy, there are tremendous benefits to guest blogging.
Boost Your Search Rankings and Digital Marketing with a Backlink Strategy
Don’t risk your website and business brand with shady backlink tactics. Instead, take a step-by-step strategic approach to generating useful backlinks. Connect with other companies, talk to experts, partner with businesses in your industry, and link with organizations and companies.
Making the most of backlinks isn’t an esoteric algorithm magic formula — it’s networking in the digital age. As you build links, you’ll also be identifying the most useful content for your audience, building a better buyer persona, and growing your brand and thought leadership in the industry.
If you have questions, need help generating useful content, or want a comprehensive marketing plan for your business, then contact GO2 Partners today. We’re a leader in supporting growing companies in reaching buyers with their message. Talk to an expert today, and let’s see what we can do for you.
