It’s possible for link building strategies to scale and still not penalize your site… believe it or not. The options to do so are a little less prolific than in the past, but they still exist.
In today’s video, I break down those strategies. Not all of them work for every business type, but I’m confident at least a few of them will have some value to you now and far into the future.
Hi, I’m Ross Hudgens, founder of Siege Media, and today I’m going to share link building strategies that scale in 2018.
In the past, you hear scalable link building and you get scared. You think you’re going to get penalized or something malicious is going to happen to your site but don’t fear, these strategies will be useful for you and hopefully actually be implementable and useful in some way.
These are the things that I constantly reference, and we constantly reference as an agency when people come to us. The things that most commonly apply when people need link acquisition and want to scale it as a business.
Brand Monitoring/Link Moves
The first is brand monitoring. It’s brand monitoring and also link moves. What I mean specifically with brand monitoring, obviously if you’re not a big brand it’s not as easy, but if you are Airbnb or another company like that, that gets mentioned frequently online, sometimes there will be unlinked mentions that you can follow up and request links for.
That’s a nice thing that not everyone is lucky enough to have, but it does exist for many businesses, and obviously is something that you should pursue. The second thing that’s not quite as obvious and I bet a lot of even those big businesses are not doing, is the concept of link moves.
Obviously, it’s a lot easier to get a homepage link than it is a category page link. Therefore, if you’re a company like Airbnb or some other business that gets a lot of brand mentions but doesn’t get the category mentions as often, you can look for instances where someone might have linked to your Airbnb homepage, but they’re actually talking about their experience in Austin and therefore, you can request a move to an Austin vacation rentals page.
You can see how that would be a lot more valuable than the homepage in this instance to get you the deep category links that you need.
So it’s all about monitoring and looking for context and then following up on those moves, so you get more valuable links. Get the deep links, move the equity to the areas that add value.
That’s something I think bigger businesses can leverage to kind of move around equity in the right ways, as well as add new links that they might not otherwise have gotten.
Build Link Page Focused Guides
The second piece ties into content marketing specifically. If you’re in a market that has a large linkable market, that is a large set of link pages, there is specifically a resource guide strategy that you should use.
I constantly reference Garrett French and his article on Citation Labs, where he specifically lists a good number of linkable markets that are relatively large. That means they have hundreds, if not thousands of link pages available to them.
Examples of that are veterans, seniors, job seekers – those kinds of things often have a lot of people and pages on the web that you can get links from. So if your market matches that, it makes sense for you to build guides specifically, and then do that kind of outreach.
That outreach is different. It’s an in-depth guide, it’s resource-driven, it’s in-depth, and you’re going to do hundreds if not thousands of emails in that kind of situation just because of the market and what that requires. Therefore, you should approach strategy differently if you’re doing that.
Quality Shareables Aimed at Bloggers
If you’re not in one of those markets, or maybe you’re in those markets but there are not as many opportunities, go with shareable assets that approach bloggers.
Specifically what I mean there is, if you’re in maybe a B2C market where it doesn’t apply to seniors or veterans as often, what you’re going to want to do is create concepts that are shareable and can be pitched to bloggers specifically.
That generally scales well. So if it’s an infographic, a data visualization, original photography, video, all these things are embeddable in some way.
But in this instance, it’s different because you don’t often have thousands of people to reach out to. Bloggers or more finite, maybe you’re in romance specifically. There might be just 100 people that you might be able to reach out to because it’s a finite space. Therefore, it’s kind of a rinse and repeat strategy versus the in-depth guides.
It’s unfortunate, it’s a little more finite but there are cost benefits to doing that. The blogs tend to be more updated. They’re a higher DA, or domain authority, for those reasons. And overall, that’s another strategy that falls into the holistic piece of how to acquire links is a mid-tier strategy with shareable images that you target to bloggers specifically.
If you’re not in those markets comes the next strategy is specific to personal finance, which is actually a pretty big SEO market.
Finance: News and Tangential Markets
There’s a lot of personal finance sites that exist. Surely, you don’t want to pitch bloggers at all. Bloggers and personal finance want money almost every time, so you have to be smart and find tangential markets.
So tangential markets generally is a strategy that applies to personal finance, but also applies to a lot of markets, or maybe your market specifically just did not take to links very well.
So you have to find a way to connect it to another market and create content that’s shareable that’s still interesting. So what I mean by this in personal finance might be city studies. So you do the 10 best cities for entrepreneurs.
In this case, you’re not pitching personal bloggers, you’re instead pitching high-end news and also city-specific news publications, or maybe it’s something like “personal finance for Seniors.” Obviously, again, we tie this back to that other market, which is senior citizens, instead of being personal finance, specifically.
So if you’re in a market like personal finance, other examples of this are cybersecurity, it’s like high-end cybersecurity blogs are not going to link to a lot of B2C focused content. They want really technical, complex things that are not easy to build for the layman.
So, therefore, you have to find tangential connections in order to generate links that scale for those businesses. So it’s basically, be aware of what those sectors, specifically personal finance, and cybersecurity is another some that I really identified where people just don’t want to link to anything within reason that you can build without 10 to 20 years of expertise. So that’s specific to that market.
And finally, is building top and middle funnel content with intent to link.
High Funnel Topics w/ Intent to Link
Another thing we do as an agency is we believe in the value of top/middle funnel that drives brand awareness. And a lot of times, there’s opportunities to create content that you can generate links to just by pitching, but also by organic discovery once it starts ranking.
The constant reference and example I use is Siege’s 100 Best Infographics as a page that we have that ranks well. We actually saw that a comparable asset that was ranking before we built that had hundreds of links to it.
So therefore, once we actually started ranking, (we’re now #2 at the time of this video), we just get organic people linking to that asset, because it was clear by looking at the search result that dozens of people look for this and then organically link to it in some way just because the top four or five results all had a good amount of links to it.
So as an agency, what we’re doing is we’re looking for these high intent-only topics based on the linkable social proof of similar assets. Once you start ranking for those, that basically scales your strategy building more organic links.
“KEYWORD Statistic” Posts
And finally, one of my favorite high intent to link things that a lot of people can leverage is “KEYWORD statistics”.
So if you’re in let’s say content marketing, you can do content marketing statistics, and you will notice that those specifically are super high intent to link because a lot of times reporters are just looking for some random stat to fill in their article, bloggers are looking for some random stat to fill in their article, and they’ll look for your posts that rank for that term and they link to it.
So you’ll find these are often 100+ links sometimes or more that all you have to do is rank for, and then you just get compounding organic links over time.
It’s not really pitchable per se, but it’s something at the front of a link strategy that any company should do should their market have any kind of search volume.
So you really just have to find whatever keyword makes sense for you that ties in the statistics, build that, build the high intent to link topics, find the content marketing type that generates the most links for you and makes sense semantically, and then pile on the brand monitoring aspect to see if those opportunities are available to you as well to scale the overall effort.
Of course there are other ways to build links in 2018 and beyond really, but I find these are the most rinse and repeat things that really do scale that you can do over and over and over again that continue to leverage and build and compound on each other to make sure you can actually rank for the bottom funnel things that you so desire in the long term. So hopefully you found this of value.
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