Like all things concerning SEO, link building is an opaque process that requires a delicate approach. However, because link building is solely in the realm of offsite, or off-page SEO, there is a lot less you can control than with an SEO content strategy or keyword research.
That doesn't mean that link building is entirely outside of your control though. While you may not be able to control the whims of a webmaster or the exact way that another site will link to yours, you can still set yourself up for success in this area. Be aware though that being successful at link building, and by extension SEO in general, requires a dedicated investment, and can be likened to building a house from scratch instead of renting.
With that in mind, here are 3 link building tips to consider.
There's nothing more important to good link building than a good piece of content. Without having a quality content asset on your site to link to, the chances of getting quality sites to link to your content is unlikely. That's not to say that it's impossible to build links to landing pages on your site -- just that you need to be careful when using this strategy.
However, building links to landing pages is generally not the go-to strategy for link building strategy. Google will rarely if ever, rank a landing page or product page ahead of a piece of content, especially if the keyword you are trying to rank for is an informational query. As such, we recommend using the pair-up link building strategy in order to get consistent editorial links to target pages on your website.
The pair-up link building strategy is about building out an informative and highly comprehensive piece of content, ideally a pillar piece, and then internally linking any landing page or product page you are trying to rank within it. If done so correctly, you can pair your 'money' page with the content asset, thereby passing on link equity to this page and helping it rank alongside your content asset.
As with all SEO, you'll have the best results when link building is a part of a broader strategy. While SEO itself should be aligned with an overarching business goal, link building can be made to support that goal. Perhaps you want to rank for a specific keyword group or reverse engineer your competitors' organic rankings.
To do so, you'll want to enlist the help of an SEO agency or consultancy to help you create a comprehensive link building strategy. This needs to built off the keyword research related to your domain and your content strategy. The best pieces of content to build links to are the ones that are targeted toward your particular keyword group, and that should come out of a content strategy that is geared toward SEO.
That being said, there may be content assets, landing pages, or product pages that are ranking on their own without external SEO optimization. If that is the case, that's great news! This means that Google already finds your website inherently relevant to some of your target keywords. To determine this though, you'll need to have an offsite strategy created for your where you can best align keywords that are relevant to your business with keywords you can actually rank for via link building.
Remember, all traffic is not created equal, and just because you can potentially rank for something with link building doesn't mean you should try. This is particularly the case if you are in a specific niche, such as SaaS. When building links for SaaS companies, the links that are built need to be part of a broader strategy that are both targeted and relevant to your software offerings.
It might be conventional wisdom to just try to get your website links to on the most PR-friendly publications possible, but this is almost never as effective as more targeted link building. That's not to say that a link in a large publication such as The New York Times has no value. It absolutely does! But what this does mean is that link building is always more effective when it's actually targeted toward the page that is being linked to, which ideally is the page you are trying to rank.
When building links, it's more important to find a balance between a quality website and one that will link to you in a contextual way. In fact, pursuing solely authority links will almost guarantee that your website won't rank for anything meaningful. Instead, you want to use authority links as a way to boost your overall site authority, while using tactical links to rank specific URLs on your website.
This should be a part of your offsite strategy and involve building links to quality content. Without both of those in place, any link building efforts will be largely worthless. While that doesn't mean you should never engage in any sort of link building outside of strategic and targeted link building, it does mean that you should so sparingly, and only in preparation for a larger link building campaign.
Learning the intricacies of link building can be challenging, but understanding the fundamentals of link building can go a long way in helping you determine where your link building efforts will be the most effective. By utilizing these link building tips such as having comprehensive content, a good link building strategy, and understanding the types of links to obtain to improve rankings you will ensure you’re successful. If you’re looking for help with any of these tips, please schedule a discovery call.