November 3, 2022
Posted by: DevDigital
Let’s turn up the volume a bit...
So, if you've read part one of this linkbuilding series, you have likely created content that people are not only looking for, but content that answers the questions of your audience, it contains the proper SEO keywords, and is easy for search engines to comprehend... that is great! But as we mentioned in part one, those were only just a few strategies; there are many other effective strategies worth considering as well. The overarching goal is to really focus on building your site as an authority if you want to outrank your competitors. This can be performed by cultivating an audience of people who will help amplify your content, grow your brand, and earn links from websites that are authoritative in their field.
Google has stated that quality content and links are two of the three most essential ranking variables for SEO. Over the years, search engines have modified and refined how they analyze links, currently using algorithms to evaluate websites and pages based on the links they discover. But what exactly are those algorithms? How do the search engines assess every single one of those links? It all begins with the letters E-A-T.
E-A-T stands for expert, authoritative, and trustworthy. This acronym holds a significant amount of weight in Google's Search Quality Rater Guidelines, and any site that does not exhibit these qualities is typically viewed as low quality in the eyes of the engines; sites that do embody these characteristics tend to have higher search engine rankings. As search technology advances and the necessity of catering to user intent grows, E-A-T is becoming a major component in the process of solving for user intent.
The more well-known and prominent a website is, the greater the value of the links that come from that website. A website like Forbes, for instance, has thousands (maybe even millions) of links leading to it from a wide variety of websites. This suggests that it offers a great deal of expertise, has established itself as an authoritative resource, and is trusted by those other websites linking to it.
The tricky part is earning trust and authority with the search engines... How do you do that, you ask? Well, you need to acquire links from other websites that exhibit the traits of E-A-T. However, it is important to note that these websites do not need to have the same level of content as Forbes, but they should still provide searchers with credible and trustworthy information.
If you have the concept of E-A-T at the forefront of your link-building strategy, success is in your business’s future. Let’s take a look at more link building strategies.
Refurbish High-Traffic Content
You already have a good idea of which content on your website generates the most traffic, results in the highest number of sales, or keeps users engaged for the greatest length of time. To broaden the scope of your acquisition funnel beyond Google, you should take that high-traffic content and refurbish it so that it can be used on other platforms such as YouTube, Facebook, and Instagram.
On the same platform, you can also republish older content after updating it and freshening up the verbiage and even adding additional points here and there throughout the content. If you find that several reputable websites in your sector have all linked to a popular resource that has become outdated, you should update the resource and let the websites in your industry know about it. If you do this, it could earn you a good link.
It is also possible to accomplish this with pictures. You should contact websites who are utilizing your photographs without citing you or referring back to you and ask them if it would be possible for them to include a link to your website; leave no stone unturned!
Get Listed on Business Directories
Backlinks can be obtained from a variety of sources, but business directories can be quite a valuable source of backlinks for SEO. The tricky part is selecting directories that truly make sense for the type of business you run and your business location.
A Google Business Profile is an absolute necessity because it is the ultimate business directory that is connected directly into Google search and provides your business information for Google Maps, the local pack, and a variety of other Google services. Outside of that, you can never go wrong with Yelp and Yellow Pages for local SEO if you are located in the United States, as well as other regional or industry-specific directories if you are located somewhere else. Look for the directories that are utilized by real people looking for information regarding businesses. In addition to that, there is the Better Business Bureau, as well as Trust Radius, which both send Google high-quality trust signals.
Take Advantage of Broken Links
The broken link strategy is centered around contacting a website that has a broken outbound link (a link to an external source) and requesting that it be updated with a link to one of your pages. But before you start the process of outreach, you need to ensure your page is a good resource on the topic which the site was linking to previously, that way the owner of the site sees that replacing the broken link with yours makes sense.
This strategy works so well because it adds value for the webmasters. It not only helps them fix an error on their website that they likely didn't know about, but it also improves their readers' experience; there is nothing that will make a reader leave your site faster than a page not loading, an external link that "doesn't work," or a page loading too slowly! The challenge with this strategy is locating the broken links. Below, you will find a few ways to locate broken links from websites relevant to yours.
1. You can hunt for websites with broken links and recommend relevant resources on your website in their place (this can be time-consuming, but still extremely effective).
2. You can search for a single dead page (404) that used to receive a lot of links, replicate that article, or offer with better, more relevant content, and then contact folks who connected to the original item.
In either case, you will need the assistance of a reputable SEO agency to uncover broken links, or at the very least, software or tools that will help you so you are not manually searching websites blindly. Once you have identified the target websites and created your content, you can begin working on your outreach. Be sure to keep your email short and to the point and focus on being beneficial rather than solely pushing to obtain a backlink.
Last, and certainly not least, the most powerful and effective link-building strategy is a combination of multiple strategies that connect seamlessly with other marketing initiatives. For example, consider combining the broken link strategy with influencer marketing methods.
This is all to say that yes, link building strategies are effective on their own, but you can never go wrong with a diversified and interconnected strategy as well... Aren't two heads better than one?
At DevDigital, our link-building experts can improve and strengthen your site's content and brand visibility, leading to higher search engine rankings.
When you choose us as your link building partner, all the links you earn are through honorable, merit-based approaches and targeted outreach. You will be able to create online authority without worrying about spammy or questionable link creation.
We're committed to our clients' success and will do everything we can to maximize your link-building ROI. Contact our SEO department today to learn how we can help your business boost your rankings.