Most website owners know that simply building websites is not enough to rank high on search engines. To drive organic traffic to a website, one must be aware of how Search Engine Optimization (SEO) can be improved and used to their advantage.
One such popular way is through link-building techniques. Assuming that you have an excellent website design and quality content, these techniques can effectively drive traffic and achieve long-term success.
If you have been wondering how to build links organically to your website, this guide might help you. It will break down everything you need to know about link building, ranking high, and how to get customers to visit your website.
What Is Link Building?
Before we begin with our guide, let’s take a deep dive to learn what link building is. It is essentially a process of getting other websites to include hyperlinks to a page on your website. These hyperlinks, also known as ‘backlinks,’ can help increase your website’s search engine visibility by making it rank higher.
However, because search engines prefer quality over quantity, you must ensure that your links have relevant and authentic information and are not spammy. The key to doing this is to produce high-quality content that people would want to read and share.
Why Are Links Important?
The more links you have to your website, the more credible, powerful, and superior you become. Your website is deemed worthy of being considered a good source by other websites, which is what search engines look for.
Search engines begin to recognize how your website is credible simply by the number of backlinks you have. And this can be reflected in your higher rankings of Search Engine Results Pages (SERPs). The higher this ranking is, the better chances you have at driving organic traffic towards your website.
Besides the backlinks, these search engines tend to also focus on the content of the page. They need to see if it is relevant and whether other people would find it useful. The websites that contain your backlinks are also considered. If they are high quality, then you have more chances of ranking higher. Having high-quality websites, including your backlinks, can also benefit you in driving relevant traffic towards your website, such as relevant customers. This, in turn, can lead to higher sales.
Link building is crucial to ranking higher in search engines, but it offers other benefits. For example, it can help build long-term relationships with organizations and individuals from your industry. This will help your website be regarded as trusted and credible. Suppose you have excellent content on your website. In that case, potential customers might consider you as an authority expert within your field.
How to Get Started
1. The Links
Your page should be considered valuable and beneficial by the readers. This will ensure that other website owners would link your pages in their content. But for a start, you should add links to your content and website. These links should be relevant to the content it is within and preferably be from a popular source.
All in all, these links should be of high quality. To see whether they are, you must be aware of their site-wide authority. For example, a link such as NYTimes.com will be higher quality than that from a small blogger simply because they would have a more significant impact on potential readers. We’ve also made a separate guide on how you can build more links to your website, which you might find helpful.
2. The Content
Simply publishing content is not enough for link building to work; your content is equally as important. Your success truly depends on the quality of your content. Certain types of content tend to land you more links than others. Here’s a closer look at each of these types:
This is the easiest way to get people to link to you. This is because visual content, such as infographics, charts, or diagrams, is straightforward. Most websites are likely to use it when publishing their content, and sourcing it back to your website will make you appear as a credible authority.
This type of content has been seen to generate more backlinks because it is easy to read, simple, and informative. In fact, list posts tend to work better than diagrams, infographics, and other visual content types.
Original Research and Data
Websites tend to quote data from industry studies, surveys, and original pieces of research. They might cite your data and link your website in their content. These links can add up quickly because everyone wants to present relevant citations.
Resources and content pieces that contain everything you need to know about a particular topic are also linked frequently because of the high amounts of information in them.
3. Finding Link Partners
Now that you have high-quality, relevant, and superior links and content, it’s time to find link partners to whom you can send your content to. They are going to be people who are more likely to link your content to their own content and website. You can use numerous free resources to help find such individuals, for example, BuzzSumo, Followerwonk, and Traackr.
You could start by emailing them and letting them know about your website, what your content is about, and how your content will be of interest to their readers. You could even invite bloggers to write guest posts for your website. Moreover, you can also comment on their posts and ask them if you could re-post
all parts of their content pieces.
Link Building Techniques
Now that we have covered what type of content, links, and websites you should have to get started with link building, it’s time to discuss the techniques you can use to build top-notch backlinks. There are three main strategies you can consider using:
1. Resource Page Link Building
Resource pages are sections that contain links to excellent content pieces that others might find helpful. Since a resource page is designed specifically to link out content, you can easily use them for your link building. To find a resource page relevant to you, you can search on Google the following:
- Your keyword + helpful/useful resources
- Your keyword + useful links
Once you have found a resource page, you have to identify whether the page is of the authoritative kind, has credible information, and where your link will be placed in the content. This will allow you to identify whether making an effort for this page is worth it or not. While identifying the resource page, you should also analyze whether your content fits well with the page. When you have done all of this, it’s time to reach out to the webmaster, blogger, or writer.
2. Broken Link Building
This is an excellent link-building strategy because you don’t ask others for links, but you are simultaneously adding value to the other person’s website. To start link building, you will need to use tools that help you find broken links. The trick is to find a page with numerous outbound links; the more of these, the more chances of having broken links.
Once you have discovered a broken link, it’s time to email the writer about their broken link and pitch them your link as a replacement. Chances are, they would be likely to use your link since they might feel obliged to do it or because they find value in it.
3. The Skyscraper Technique
This technique involves finding popular content with numerous backlinks, analyzing it, and producing an improved spin of that content. Once you are done, you will need to promote your content so other content marketers link to your content. One way to do so is to reach out to the same people and ask them to link your superior content instead.
The Skyscraper technique lies largely in the higher quality content you have to produce. Individuals have a natural tendency to be attracted to the best. This is why your content should be considered better, if not the best. And remember, better content does not necessarily mean longer content. It is also this factor that sets this technique apart from the other two ones. It is the only technique that adds value to the website linking your page and content.
Lastly, the promotion of your content is equally as important as having superior content. So if your information is better written or presented, what’s the use for it if no one else knows about it? Hence you must send your content to the right people.
4. Strategic Guest Blogging
Guest blogging and blogging in general, have been gaining more popularity by the day as more companies begin practicing it. This is because it is a strategic way to drive more traffic to your website and you can also simultaneously acquire backlinks. By guest blogging, the readers and owners will likely share your information on social media, ultimately driving traffic and getting you links.
Consider publishing your content on trusted and popular platforms that already rank high on search engines. Moreover, the existing content on their website should also align with your content. It should not just align with the website, but their readers and your target audience as well. When all of this aligns with your content, you are likely to derive links through guest blogging.
5. Distribute Infographics
We’ve stressed on the importance of visual content before. Here, we will be discussing how infographics in particular can help derive links for you. With every blog post you publish, make sure you add an infographic with it. This will allow you to drive organic traffic to your website and earn high-quality links.
You can make an infographic out of practically any finding, data, or research. Make sure it has the right amount of information and is ideal for sharing.
6. Actively Using Social Media
An excellent tactic for professional link building is social media. This has become the heart of online marketing, hence, you should be active on your brand’s social media handles. Update posts consistently with content, pictures, and news.
This way you will be able to engage with potential and current customers, attract potential customers, and encourage your audience to share your posts. All of this will ultimately help you to get more links to your website.
7. Build Your Personal Brand
Your company and website starts with you; hence, an excellent link building strategy is to work on building your personal brand. Doing so will naturally derive customers, and links, to your website. In fact, this is the best way to get natural links. These links tend to be organic and editorially earned rather than be sponsored or paid for.
To build your personal brand, you must have excellent content that aligns with your thoughts and what your website and company stand for. Thus blog consistently and people will slowly start to recognize you and your brand. This technique will also allow you to rank higher on search engines.
8. Competitor Backlinks
If your competitors are ranking higher on search engines, you can spy on them to determine where they’re getting their links from. By doing so, you can emulate their techniques and use them to your advantage to get ahead. To spy on them, you must know what keywords they are using, the kind of content they are posting, and where their backlinks are coming from.
After identifying who your competitors are, you must find out about their backlinks. See whether it is the quantity or the authority of the links that is making them rank higher. This strategy will also allow you to see what link building technique they are using. For example, if their links are from related blogs or authors, then they are probably using the guest blogging technique. After this, you can replicate their techniques and links.
9. Link Roundups
An excellent link building strategy that also provides the opportunity to network with other bloggers and companies in the same field as you is through reciprocity. This strategy works on the concepts of persuasion and reciprocity. Basically, if you give bloggers appreciation and recognition, chances are that they will do the same for you.
By creating a link roundup blog post where you mention other bloggers, your chances of increasing your own mentions are also increased. However, this is provided if you have high quality content worth mentioning.
To start with this strategy, you will need to search for blogs that align with your content. You can do this by searching, ‘intitle: roundup keyword.’ You can then use the links that come up first. We recommend you mention those blogs first who have mentioned you before and got you traffic.
10. Strategize Content With Pillar Content
The primary thing your entire link building strategy should focus on is the content. If that’s not high quality, you might not get the results you want. You have to provide the audience with something worth sharing. Moreover, keep your frequency of posting at a good level as well. you don’t want to bombard people with your blog posts and neither do you want them to forget about you when you post too less.
One way to strategize content to build links is through pillar content. These are a few ‘how-to’ style articles that provide guidance and practical tips to the readers. They tend to have more shares, reads, and not go out of popularity or relevancy. Eventually, it will bring you more traffic from search engines. Hence, you should spend more time in creating pillar content for your website.
Link Building Tips
1. Reclaim Your Links
Read content within your industry; if they mention your particular service or something about your brand, let them know to link your website. This will not just help the readers but also increase your backlinks. You can find these unlinked mentions using resources like BuzzSumo.
2. Use Reverse Image Search To Get More Links
If you publish visual content such as infographics, charts, and diagrams, then it’s likely that some sites are using your content without linking it to you and giving you credit. Therefore, you should look through the content to see if this is happening. If it is, all you need to do is let the writer or website know and ask them to give you credit. You can use Google reverse image search to find who is using your images without adding your links.
3. Send Outreach Emails in the Afternoon
When you are reaching out to writers, websites, and bloggers to allow them to link your pages, a subtle but quite important tip is to send your emails during the afternoon. If you send them an email in the morning, your email will likely get lost in the sea of other mails. During the afternoon time, there is less competition.
4. Use Visualization Techniques to Illustrate Your Content
Another simple tip to increase the effectiveness of all of your types of link-building activities is to use visualization. Use illustrations, diagrams, or graphs to show what you are trying to say instead of simply writing it down. This makes your content more engaging and shareable.
5. Get Interviewed on Podcasts
Sure, writing guest posts on other websites is an effective way to increase your link building; however, writing an excellent content piece, editing it, and sharing it can be time-consuming and take lots of effort. A simple and quicker alternative would be to show up and talk about the content instead of writing it down. This also produces a backlink that they can use, which will work as a link for the content piece.
6. Use Pre-Created List of High-Quality Links
Finding high-quality links can be extremely time-consuming. A quick tip that you can use instead of searching for these links is to look for blog posts or articles that list these links. For example, with the ‘best of’ type of articles, they list down the best object (tangible or not) within a specific niche. For example, ‘the best bakeries in the Bay Area.’ It is very much likely that these lists would contain high-quality links. Use search engines to find such content pieces.
And with this, we conclude our link-building guide to driving more organic traffic towards your website. By understanding the basics of link building, how to get started, what techniques to use, and quick tips to follow, you will find your website at the top of search engines.
At Web Integrations (a web design and development company based in Scotland, working with clients around the UK and Europe), we have helped numerous businesses to grow online and rank higher on search engines. To learn more about our services, you can visit our website or drop us a message.
Author Name: Ewan Duthie
Short Description: Ewan is the managing director at Web Integrations, a web design and development company based in Scotland and working with clients around the UK and Europe.
Twitter profile: https://twitter.com/ewanmduthie