Andrew Morton — July 8, 2018 — July 8, 2018
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As any SEO worth their salt will tell you, high-quality backlinks are a vital component of what helps your site to rank within its identified keyword pool. As one of the few aspects of the Google’s algorithm that has been confirmed by their programmers, I’ve learned that it’s vital that you consider the impact of links when undertaking an SEO campaign.
Building Content
When it comes to creating valuable and natural backlinks to your site, content is the key to the door of being featured on authoritative and relevant websites. Whether writing content on behalf of my client’s brand as an authority on the industry or using a blogger profile to approach sites, I’ve learned that a good article goes a long way when it comes to securing link value.
The problem with this process is that it is a time-consuming exercise. Writing good articles that inform as well as entertain can take several drafts and communication with the webmaster of the site you’re trying to write for and perhaps doesn’t represent the best quick-win strategy. There are many opportunities when it comes to gaining link value from mentions of your brand.
Brand Mentions
Working in SEO has taught me that a few simple Google searches will show you that if my client’s business has a decent sized audience, or is relatively well known within its industry, it will be appearing in conversations and content made by other websites. A little bit of exposure is a great thing, but what makes it even better is gaining the value of links from these sites back to your own domain with well-produced, fast loading content.
Building brand mentions effectively requires good content on your site from the get-go. It can be a difficult task to convince webmasters that they should link back to your homepage, so enticing them with useful and relevant information that contextualises the way they’re referring to your brand can help massively.
Selling Value
Building links differs a lot from other types of marketing activity as it requires the consent and co-operation of someone outside of your business to make it work. As I have worked in an Econsultancy top 100 agency, I’ve learned about the value of relationship building and applied this attitude when trying to gain strong and relevant links back to an individual website.
Offering exclusive content is a great way to build up a relationship and gain links in the long term. It also demonstrates how the lines between SEO and PR have become more blurred in recent years. Content is the fuel that runs the internet, and it carries plenty of currency when what you offer is well produced. There are a number of approaches you can take with your brand, be it in the form of thought leadership articles, infographics, videos, etc.
The way we’re searching for information has continued to evolve with technology; voice search looks more important now than it ever has. But Google is continuing to monitor link profiles as an indicator of the quality and relevance of your domain. As long as this focus is still in place, then it is your duty to your client to ensure that they have the best possible links pointing back to their site.
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