Link building is one of the most challenging aspects of SEO. However, this has a huge impact on your website’s SERP ranking. Time and again, almost every ranking factor study shows the importance of links.
Put simply, link building means increasing the number and quality of inbound links to a website in order to improve the ranking of search engines. With the frequency with which search engine algorithms change, creating authentic backlinks is a major challenge.
For starters, there have been many black hat SEO techniques popped up in the last decade resulting in severe Google penalties. Identifying authoritative websites in your niche and getting a link back from them is also a hassle if you don’t know the right methods (or people).
And content marketing is an effective way of earning backlinks and promoting SEO.
In this article, we’ll explain 6 link building tactics that use content marketing for best results:
1. Guest blogging for expertise, authority and link building
The benefits of blogging for businesses have been proven time and time again. Company pages with blogs get 97% more inbound leads on average. Guest blogging increases your credibility, authority and ensures relevant traffic to your website.
To find inspiration for blog topics in your niche, put the keywords in google and look at blogs in the top results. Create a series of ideas and consistently feature leading e-magazines and publications in the industry.
If you’re having trouble finding guest posting opportunities, use the following search strings on Google:
- Your keyword + “guest post”
- Your keyword + “Write for us”
- Your Keyword + “Contributing Author”
Once identified, make sure to study the site audience and articles published. Create content that adds value to the audience.
Guest blogging takes a lot of time and effort. It becomes more and more difficult to accept your contributions. Using a freelance platform like Link-able, you can connect with freelance writers in your industry to make this easy and work with them to create highly relevant backlinks straight to your content.
2. Column pages for building backlinks
What is a pillar side? It’s a single page that covers all aspects of a subject. For example, you could write a columnar page on a broad subject like SEO. And then cluster content around “blog SEO”, “technical SEO”, “on-page SEO” and “off-site SEO” that contain more specific keywords within a topic.
The column side is a central hub that is longer than a blog post. It is linked to a hyperlink to blog posts with clustered content.
Here’s how HubSpot explains the main thematic pillars and the more specific pieces of cluster content.
While regular content posting is essential, pillar content will set you up as a niche authority and will keep readers moving even after you post. The content of the column essentially consists of detailed information in the form of a tutorial, guide or list post on a topic that deals with the weak points of your readers.
Column pages can consistently generate organic website and referral traffic, improve search rankings, and ultimately increase conversions.
In fact, HubSpot saw their rankings increase as more internal links were added via the pillar pages.
Once you have the columnar page, the next step is to set up an advertising strategy to create high quality backlinks for the longest and widest content pages on your website. You can also partner with the best startup SEO agencies to get more backlinks the easy way.
3. Skyscraper technology to convert content into high quality backlinks
The skyscraper technique coined by Brian Dean is a popular link building strategy that can be used to enhance existing popular content or find new ways to get that message across. This could include updating statistics, using a better design, or using a more engaging medium.
After creating the in-depth guide, find out anyone who has linked to similar content and reach out to them to include your updated article. You can use SEO tools to automate this process.
This technique works well for creating backlinks because:
- Existing Demand – When you discover existing successful content, you know that the topic you are trying to address has a demand. (For example, a freelance income calculator.)
- Serious ranking potential – Google has already indexed the available resources. In addition, no one likes to direct visitors to outdated resources. Take this opportunity to convince website owners to link to your “skyscraper” content.
Stay tuned to keep the detailed content useful.
Tip – Regularly update your existing content with new trends, topics, and statistics to keep the value you have worked so hard on.
4. Prepare expert summaries and interviews
This type of content is known as “ego bait” – everyone loves to talk about themselves and their work. If you turn to domain experts and bloggers, many of them will be happy to contribute to your Roundup article as long as their website receives a link from you.
If you have an expert or domain specialist with a loyal following and extensive knowledge, you will get backlinks as readers are likely to keep referring to an expert’s advice.
To get the most out of this strategy, assess whether the influencer or expert you are reaching has a habit of linking to resources containing their inputs.
If you’re promoting the article on social media, mark their handles so they can retweet your post and share it on their feeds for social reinforcement.
Here is part of an outreach email that noted the personalization. You can replicate this format for your expert summaries and interview papers.
Keep the contact emails simple and easy to read. Add individual lines and links to your work. It shouldn’t take you more than a few seconds to look through the email to decide whether it’s worth responding.
5. Use the broken link strategy to attract links with minimal effort
If you don’t have the time to create new content from scratch, a broken link strategy is a lesser-known and extremely useful option. Web pages on an external website with dead links are found. Then ask the website owner to replace the dead link with a link to your website with similar content.
The reason this strategy works so well is that others will quickly see how to get penalties from Google for telling others about the broken links on their website. So they like to replace it with new links.
If you are new to this strategy, the first thing to do is to do a backlink check on competing websites. Every broken link becomes a potential clue for you.
Backlinks are an important ranking factor. Outreach is a great way to create white hat links.
Tip – When running a link building campaign, don’t forget to send follow-ups.
6. Earn social attention for greater visibility
Although Google has stated that there is no correlation between social signals and ranking, you use social media to increase the reach of your content. Think how often you use social media platforms as search engines. Today they play an important role in how we find answers to our questions.
Take advantage of the enormous user base on these social networks to connect with your audience. Treat them as discovery platforms for your content to gain greater exposure.
Promote your linkable assets by running ads on Twitter, LinkedIn, and Facebook. Not only do you grab the attention of your prospects, but you also double up on lead generation. You can get help from social media marketing tools to get more exposure.
Increased engagement with your content on social media will generate more exposure, which leads to more links and mentions.
When it comes to ranking in the Google search engine, backlinks are important. However, not all backlinks are created equal. The link quality depends on relevance and placement. And link building isn’t difficult when you have high quality and valuable content.
My advice is to try these strategies and see which ones are best for your website. Even if you spend around an hour a day, you can still get some decent backlinks.