10 Link Building Strategies to Grow Your Small Business
Sep 13, 2024
Link building has come a long way since the early days of SEO. Webmasters no longer have to stuff their pages with keywords, buy thousands of low-quality links, and watch their sites soar to the top of search results. Today, link building is both an art and a science, requiring creativity, strategy, and a deep understanding of search engine algorithms.
Consider the case of Sarah, a small business owner who launched an e-commerce site selling handmade jewelry. Despite creating beautiful products and optimizing her on-page SEO, her site languished on page 5 of Google search results for months. It wasn't until she implemented a strategic link building campaign that her organic traffic began to climb. Within six months, her site ranked on the first page for several competitive keywords, and her sales had tripled.
Sarah's experience isn't unique. In fact, a study by Ahrefs found that the number of referring domains (unique websites linking to a page) had a strong positive correlation with Google rankings. The pages ranking #1 had an average of 3.8 times more backlinks than those ranking #2.
But before we dive into link building strategies, let's explore what link building is, why it matters, and how it can transform your SEO efforts.
Create High-Quality, Linkable Content
Let's face it: nobody wants to link to boring, run-of-the-mill content. If you want to earn those juicy backlinks, you need content that's not just good, but downright irresistible. Enter linkable assets—the content equivalent of that friend who always gets invited to parties.
Linkable assets are pieces of content that are so valuable, informative, or entertaining that other websites can't help but link to them. Think of them as the popular kids of the content world.
But what exactly makes content linkable?
Types of Content That Attract Links Like Moths to a Flame
In-depth guides and tutorials: Remember that time you fixed your leaky faucet thanks to a detailed YouTube tutorial? That's the power of comprehensive guides. Create content that solves real problems, and watch the links roll in.
Original research and data: Nothing gets marketers more excited than fresh data. In fact, 46% of marketers say they saw success with research reports in the past 12 months (though only 30% of them are using it—a good reason to start now).
Infographics and visual content: We humans are visual creatures. A well-designed infographic can turn complex information into an easily digestible, shareable format. Just ask Canva, whose infographics have earned them thousands of backlinks.
Interactive tools and calculators: Who doesn't love a good calculator? From mortgage calculators to carbon footprint estimators, interactive tools provide value and encourage engagement.
Tips for Creating Content So Good, People Can't Help But Link
Know your audience: Create content that addresses readers’ pain points, answers their questions, and speaks their language.
Go deep, not wide: Instead of skimming the surface, dive deep into topics. Aim to create the definitive resource on your chosen subject.
Make it visually appealing: Break up text with images, charts, and videos. A wall of text is about as inviting as a brick wall.
Update regularly: Keep your content fresh. Outdated information is the fastest way to lose credibility (and links).
Promote, promote, promote: Even the best content needs a little push. Share your content on social media, reach out to influencers, and don't be shy about telling the world what you've created.
Creating linkable content isn't about gaming the system. It's about providing real value to your audience. Do that consistently, and the links will follow. As the saying goes, "Build it (well), and they will come (and link)."
Guest Blogging: Your Ticket to Link Building Stardom
Think of guest blogging like attending a networking event in your industry. You show up, share your expertise, and connect with new potential clients or partners. Just like you’d hand out business cards, guest blogging allows you to showcase your knowledge on someone else's platform.
By doing so, you gain valuable exposure to a new audience and earn a reputable backlink to your site. It’s a win-win: you build relationships and enhance your online presence, all while positioning yourself as an authority in your field.
What's the Big Deal About Guest Blogging?
Guest blogging allows you to showcase your knowledge on other people's blogs. It’s a beneficial relationship on both sides. You get a backlink and exposure, while the host site gets free, valuable content. According to a survey by Authority Hacker, 64.9% of marketers say guest posting is the most popular form of link building.
Finding Guest Blogging Gigs: Not as Hard as Finding a Needle in a Haystack
Use search operators: Try Googling "your niche + write for us" or "your industry + guest post guidelines." This helps you to quickly find blogs that want your content.
Leverage social media: Follow industry leaders and engage with their content. Sometimes, opportunities are just a tweet away.
Check your competitors' backlink profiles: Use tools that can show you where your competitors are guest posting. If they can do it, so can you!
Best Practices for Guest Blogging
Choose relevant topics: Don't pitch a post about cat grooming to a tech blog. Unless it's about robot cat groomers. Then maybe.
Write high-quality content: Bring your A-game. Your guest post should be as good as, if not better than, the content on your site.
Craft strategic author bios: This is where your backlink lives. Make it compelling, but not salesy. Include a clear call to action that entices readers to visit your site.
Follow the guidelines: Each site has its own rules. Follow them like they're the sacred texts of link building.
Promote your guest post: Share it on your social channels. The more traffic you drive to your guest post, the happier your host will be.
Measuring Success: More Than Just Counting Links
While backlinks are great, they're not the only metric to track. Look at referral traffic, social shares, and new followers or subscribers generated from your guest posts.
Buffer used guest blogging to grow from 0 to 100,000 customers. Their strategy? Writing 150 guest posts in 9 months. While you don't need to go that extreme, it shows the potential power of guest blogging when done right.
Guest blogging doesn’t just build links—it also builds relationships. Approach it with a genuine desire to provide value, and you'll find that the links—and the benefits—will naturally follow.
Broken Link Building: Turning 404s into Link Building Gold
You're strolling through the internet, clicking links like a digital tourist, when suddenly, you hit a 404 error. Frustrating, right? Well, one person's broken link is another's link building opportunity.
What's the Deal with Broken Link Building?
Broken link building is like being the superhero of the internet. You swoop in, find dead links, create content to replace them, and reach out to webmasters to save the day. It's a 3x win: the webmaster fixes their site, users get working links, and you get a shiny new backlink.
The Broken Link Building Process
Identify relevant broken links: Look for broken links on sites in your niche.
Create replacement content: This is where you don your creator's cap. Make content that's so good, webmasters will be tripping over themselves to link to it.
Reach out to webmasters: Here's where your people skills come in. Craft an email that's helpful, not salesy. You're doing them a favor, remember?
Tips for Outreach That Doesn't Sound Like It Came From a Robot
Be genuine: Start with a compliment about their site.
Provide value: Don't just point out the problem; offer a solution. That's where your awesome replacement content comes in.
Make it easy: Provide the exact location of the broken link and the HTML for your suggested replacement. The easier you make it for them, the more likely they are to act.
Follow up: Don't be afraid to send a gentle reminder. A study by Backlinko found that sending one follow-up email can increase responses by 65%.
Broken link building is about creating value, building relationships, and scoring some backlinks in the process.
Digital PR and Brand Mentions: Making Your Brand the Talk of the Town
Think of digital PR and brand mentions as the buzz around your business at a networking event. When people discuss your brand positively, it’s like having a personal endorsement that can enhance your reputation. In link building, generating conversations about your brand is crucial, but the real win comes from transforming those conversations into valuable backlinks that boost your website's authority and visibility.
Digital PR: More Than Just Press Releases and Praying
Digital PR is about strategically shaping your brand's online presence. It goes beyond press releases to creating buzz-worthy content, managing your digital reputation, and fostering relationships with online influencers and journalists.
Take Airbnb's "Night At" campaign, where they offered unique overnight stays in unexpected locations. This creative approach generated massive online coverage and backlinks from high-authority sites. By thinking outside the traditional PR box, Airbnb boosted their SEO and reinforced its brand identity as a provider of unique experiences. Digital PR, when done right, can significantly amplify your brand's visibility and credibility online.
Strategies for Earning Brand Mentions That Don't Involve Bribing Journalists
Press releases that don't put people to sleep: Gone are the days of dry, corporate-speak press releases. Make your news exciting, relevant, and shareable.
Newsjacking: It's like photobombing, but for news. Jump on trending topics and add your unique perspective. Just make sure it's relevant to your brand, or you'll look like that guy who brings up cryptocurrency at every dinner party.
Expert commentary: Position yourself as a thought leader in your industry. Journalists are always looking for expert sources, and that could be you.
Create newsworthy content: Conduct original research, release interesting data, or do something innovative. Give people a reason to talk about you.
Use old school but effective, Google Alerts, to set up alerts for your brand name and key terms.
Turning Unlinked Mentions into Backlinks: The Art of the Polite Ask
Found an unlinked mention? Great! Now it's time to slide into those DMs (or emails) and ask for a link. Here's how:
Be grateful: Start by thanking them for mentioning your brand. Gratitude goes a long way.
Explain the value: Politely point out how adding a link would benefit their readers. It's not about you; it's about their audience.
Make it easy: Provide the exact URL you'd like them to link to. The less work they have to do, the more likely they are to help.
Follow up: Send a gentle reminder if you don't hear back.
Digital PR builds relationships, establishes authority, and creates a positive online presence for your brand. So get out there and give people something to talk about. Just make sure they spell your name right—and include a link.
The Skyscraper Technique: Building Link Towers That Touch the SEO Heavens
You're in New York City, surrounded by towering skyscrapers. Each trying to outdo the other, reaching higher into the sky. Now, imagine doing that with your content. That's the Skyscraper Technique in a nutshell—and it's about having the tallest building and making sure everyone wants to visit it.
What's the Big Deal About the Skyscraper Technique?
Coined by Brian Dean of Backlinko, the Skyscraper Technique is like the "anything you can do, I can do better" of content marketing.
It's about finding popular content in your niche, creating something even more awesome, and then telling everyone about it. According to a case study by Brian Dean himself, this technique increased his organic traffic by 110% in just 14 days.
How to Build Your Content Skyscraper (No Hard Hat Required)
Find popular content in your niche: Use tools like Ahrefs or BuzzSumo to identify content that's already performing well. This is your foundation.
Create better, more comprehensive content: This is where you add more floors to your skyscraper. Make it longer, in-depth, up-to-date, or just plain sexier.
Reach out to sites linking to the original content: Here's where you put on your salesperson hat. Show them your bigger, better content and suggest they might want to link to it.
Tips for Improving Upon Existing Content (Or How to Add More Floors to Your Skyscraper)
Make it longer: But not just for the sake of word count. Add genuine value with each additional point.
Update the information: If the original content is outdated, bring it into the present day with fresh stats and examples.
Improve the design: A visually appealing piece of content can differentiate between a backlink and a "thanks, but no thanks".
Add different content formats: Include videos, infographics, or interactive elements to make your content more engaging.
Provide actionable tips: Don't just inform—empower your readers to act on the information.
A Word of Caution: Don't Build on Sand
Remember, the Skyscraper Technique isn't about copying. It's about innovating and improving. As Brian Dean puts it, "You can't build a 40-story building on a foundation made for a 2-story house." Ensure your content truly adds value and isn't just a rehash of what's already out there.
The Skyscraper Technique isn't a magic bullet, but when done right, it can be a powerful tool in your link building arsenal. So put on your architect's hat, survey the content landscape, and start building that skyscraper. Just don't forget to add an observation deck—your readers (and those backlinks) will thank you.
Resource Page Link Building: Your Ticket to the Link Building Hall of Fame
Imagine a world where websites want to link to you. A magical place where webmasters are actively looking for great content to share with their audience. Welcome to the wonderful world of resource page link building—it's like finding a "Link to Me!" sign in the vast wilderness of the internet.
What's the Deal with Resource Pages?
Resource pages are like the cool kids' table of the internet. They're pages dedicated to listing helpful resources on a particular topic. Think of them as the ultimate mixtape of useful links. The kicker: the people who manage these pages are always looking for high-quality content to add to their list. That's where you come in, content rockstar.
Finding Relevant Resource Pages: ATreasure Hunt, But for Links
Use search operators: Try Googling "your niche + inurl:resources" or "your topic + helpful links" to find link opportunities.
Check your competitors: Use tools like Ahrefs or Moz to see what resource pages link to your competitors. If they're good enough for your rivals, they're good enough for you.
Look for .edu and .gov domains: These are like the holy grail of resource pages. They're harder to get, but boy, are they worth it.
Creating Content Worthy of Inclusion: Be the Resource They Can't Resist
Focus on quality: Your content should be so good, leaving it off a resource page would be a crime against the internet.
Make it comprehensive: Resource pages love one-stop-shop content. Make your piece a comprehensive guide or walk-through so they don’t have to leave to find additional information on your topic.
Keep it updated: Outdated information is the fastest way to get booted off a resource page. Keep your content fresh and relevant.
Design matters: A well-designed, easy-to-navigate page will likely make the cut. Remember, resource pages want to send their visitors to the best of the best.
Outreach Strategies: How to Pitch Without Sounding Like a Used Car Salesman
Personalize your approach: No one likes a copy-paste email. Show that you've looked at their resource page.
Explain the value: Don't just say your content is great. Explain how it will benefit their audience.
Make it easy: Provide a short description of your resource and the exact HTML they can use to add your link.
Follow up: Don't be afraid to send a gentle reminder.
Competitor Backlink Analysis: Spy Games for the SEO Savvy
Ever wished you could peek into your competitors' playbook? Well, with SEO tools, you can. Competitor backlink analysis is like being a secret agent, but instead of cool gadgets, you get cool links.
Why Snoop on Your Competitors' Backlinks?
It's not about copying your competitors (that's so 2010). It's about understanding what's working in your niche and finding opportunities you might’ve missed. As Sun Tzu said in "The Art of War" (or was it in "The Art of SEO"?), "If you know the enemy and know yourself, you need not fear the result of a hundred battles."
Strategies for Replicating Competitor Backlinks (Without Actually Replicating Them)
Identify link opportunities: Look for patterns in your competitors' backlinks. Are they getting lots of links from industry directories? Guest posts? Resource pages? These are your clues.
Create similar (but better) content: If a competitor's infographic earns lots of links, could you create a more comprehensive, up-to-date version?
Tailor your outreach: Use your gathered intel to inform your pitch. You can craft a more targeted approach if you know a site links to your competitors.
How Competitor Research Looks in the Real World
Consider the case of a small fitness blog that used competitor backlink analysis to boost its link profile. They noticed that their top competitor had numerous links from health and wellness podcasts. Armed with this information, they created a podcast outreach campaign, offering to be guests on similar shows. The result? A 30% increase in referring domains over six months.
Ethical Considerations: Don't Be the Villain in Your SEO Spy Thriller
Remember, the goal is to gain insights, not to copy or sabotage. Here are some ground rules:
Don't directly copy your competitors' content or strategies.
Always aim to provide more value than your competitors.
Use the information to inspire your unique approaches.
Building Relationships and Networking: The Secret Sauce of Sustainable Link Building
Think about how you landed your last client through a casual conversation at a networking event or a referral from a trusted colleague. That’s the essence of networking, and it plays a crucial role in link building too.
Why Relationship Building Matters in Link Building
In a world of algorithms and automation, it's easy to forget that behind every link is a human being. Building relationships is about playing the long game. It's not just about getting a quick link; it's about creating a network of connections that can lead to sustained link building success over time.
Strategies for Networking That Don't Make You Feel Like a Used Car Salesman
Engage on social media: Don't just lurk…participate. Share insights, ask questions, and be genuinely helpful. Twitter and LinkedIn are goldmines for industry connections.
Participate in industry forums: Places like Reddit, Quora, or industry-specific forums are great for showcasing your expertise and meeting like-minded professionals.
Attend conferences and events: Yes, face-to-face interactions matter even in the digital age.
Leveraging Relationships for Natural Link Building
Collaborate on content: Partner with others in your industry to create co-branded content. It's a win-win: you get great content and a new backlink.
Offer genuine value: Help others without expecting immediate returns. Maybe you can provide a quote for their article or share their content with your audience.
Be a connector: Introduce people who could benefit from knowing each other. Being a valuable node in your network makes others more likely to help you when needed.
Long-term Benefits of Networking for SEO
Networking can give you immediate link gains and build your reputation and a support system. Here are some other long-term perks:
Easier outreach: When you need links in the future, you'll have a network of people who already know and trust you.
Industry insights: Your network can inform you about industry trends and algorithm updates.
Collaboration opportunities: From guest posting to joint webinars, your network can open doors to various link building and brand exposure opportunities.
A Real-World Networking Success Story
Take the case of Rand Fishkin, founder of Moz and SparkToro. His active participation in the SEO community, speaking at conferences, and willingness to help others has built him a vast network. This network has not only helped him build links to his content but has also been crucial in the success of his businesses.
Remember, networking in the digital age isn't about collecting business cards or LinkedIn connections. It's about building genuine relationships, providing value, and being a positive force in your industry community. So, step away from the link building tools for a moment and focus on the people behind the websites. Your link profile (and your professional life) will thank you.
Creating Linkable Tools and Resources: Build It, and the Links Will Come
Remember when you stumbled upon a useful website tool, bookmarked it, shared it with your colleagues, and maybe even wrote a blog post about it? That's the power of linkable tools and resources. It's like building a magnet for backlinks.
Why Linkable Tools Are the MVPs of Content Marketing
Linkable tools and resources are the gifts that keep on giving. They provide users with immediate value and continue attracting links long after their initial launch. According to a study by Ahrefs, tools and calculators are among the top five types of content that attract the most backlinks.
Types of Linkable Tools That Make Webmasters Weak in the Knees
Calculators: From mortgage calculators to ROI estimators, people will link to it if it crunches numbers.
Generators: Whether it's generating names, slogans, or color palettes, people love tools that spark creativity.
Templates: Downloadable templates for everything from social media posts to business plans are link magnets.
Free tools: Stripped-down versions of paid tools can attract links and increase conversions.
Examples of Linkable Tools That Hit the Jackpot
Let's look at some real-world success stories:
CoSchedule's Headline Analyzer is a free tool that earned around 26,400 backlinks from over 7,000 referring domains. It's simple, useful, and highly relevant to CoSchedule's target audience.
How to Create a Tool That's More Magnetic Than Your High School Crush
Solve a real problem: Your tool should address a genuine need in your industry. Don't create a solution looking for a problem.
Keep it simple: The best tools are easy to use and understand. Don't overcomplicate things.
Make it visually appealing: A well-designed tool is more likely to be shared and linked to.
Ensure mobile compatibility: With mobile traffic overtaking desktop, your tool needs to work flawlessly on all devices.
Provide context: Accompany your tool with helpful content explaining how to use it and interpret the results.
Promoting Your Tool: If You Build It, They Might Come (But a Little Push Doesn't Hurt)
Reach out to industry influencers: Get your tool in front of people who can amplify its reach.
Showcase it on Product Hunt: This platform can instantly expose your tool to a tech-savvy audience.
Create content around your tool: Write blog posts, create videos, or host webinars demonstrating your tool's value.
Use paid promotion: A small budget for social media or search ads can jumpstart your tool's visibility.
Remember the case of Answer The Public, a keyword research tool. It started as a side project and has now become a go-to resource for content marketers, earning thousands of backlinks and even getting acquired by Neil Patel Digital.
Creating linkable tools is about providing genuine value to your audience and creating something so useful that people can't help but share it.
Local Link Building Strategies: Putting Your Business on the Neighborhood Map
Think global, link local. That's the mantra for businesses looking to dominate their local search results. Local link building is like being the cool kid in your neighborhood—everyone knows you, trusts you, and wants to hang out with you. Let's dive into how you can become the local link building champion in your area.
Why Local Links Matter More Than That New Artisanal Coffee Shop
Local links allow businesses to target a specific geographic area. They signal to search engines that you're a big deal in your locality. According to a study by Moz, local links are among the top ranking factors for local SEO. In other words, they're your ticket to showing up when someone searches for "best pizza near me" at 2 AM.
Strategies for Local Link Building That Don't Involve Bribing Your Neighbors
Sponsorships and Community Involvement
Sponsor a local sports team or event. That little league team needs new uniforms, and you need links. Win-win!
Volunteer for local charities. It's good for your community and your link profile.
Local Business Directories
Get listed in local online directories. It's like the digital version of the Yellow Pages, but people actually use it.
Don't forget niche-specific directories. If you're a dentist, get on those dental directories faster than you can say "root canal."
Chamber of Commerce Memberships
Join your local Chamber of Commerce. It's not just for networking over stale coffee anymore.
Many Chambers offer member directories with dofollow links. That's SEO gold, folks.
Create Local Resource Pages
Develop a guide to local events or attractions. Become the go-to source for "Things to Do in [Your City]."
Other local businesses and tourism sites will love linking to your comprehensive guide.
Partner with Local Influencers
Collaborate with local bloggers or social media personalities. Their audience is your audience.
Host an event or create content together. It's like a link building party, but with actual party potential.
Leveraging Local Events and News for Link Opportunities
Host or sponsor local events. Organize a community clean-up day or a charity run. Local news sites love covering feel-good community stories.
Newsjack local happenings. Create content around local news or events. If there's a big festival coming up, write the ultimate guide to attending it.
Offer expert commentary. Position yourself as a local expert in your field. Local news outlets often need quotes from industry professionals.
Tools to Supercharge Your Local Link Building Efforts
Here are some popular options:
Google Business Profile: Essential for local SEO. It's free and it's Google. Need we say more?
Moz Local: Helps manage your local listings across multiple platforms.
BrightLocal: Offers a suite of local SEO tools, including citation building and local rank tracking.
Your Link Building Adventure Awaits
As you embark on your link building journey, keep these key takeaways in mind:
Quality trumps quantity: Focus on earning high-quality, relevant links rather than chasing numbers.
Diversify your approach: Don't put all your eggs in one link building basket. Mix and match strategies for best results.
Create link-worthy content: The best link building strategy is to create content so good that people can't help but link to it.
Build relationships: Networking isn't just for conferences. Cultivate genuine connections in your industry.
Stay ethical: White-hat link building may take longer, but it's sustainable and won't land you in Google's penalty box.
Now, it's time to roll up your sleeves and put these strategies into action. Start by auditing your current link profile, identifying gaps, and creating a link building plan tailored to your goals. Remember, link building is a marathon, not a sprint. Be patient, be persistent, and watch as your website climbs the search engine ranks.
