Backlinks play an important role in determining a site’s position in the search results. The major search engines carefully consider what sites are linking to yours. If high ranking, reputable sites connect to yours, search engines will then look favorably on your brand.
Developing backlinks isn’t always a walk in the park. Each link needs to be carefully cultivated. Whether you’re developing backlinks on your own or with the help of an SEO agency, here are new strategies to build backlinks you’ll want to know more about:
Traditional Link Building Problems
Backlinks have a strong influence in ranking. Recently during a Google Hangout, Google Dublin’s Andrey Lippatsev said Backlinks are one of the top three factors considered when ranking a site.
Obtaining backlinks is both simple and complicated. Sending out an email asking for a backlink is the simple part. Actually connecting with the influencer is where complications can arise.
Backlink strategies can be broken down into three main steps:
- Identifying Influencers in Your Industry
- Pitching Your Ideas to the Influencer
- Developing a Strategy to Connect with New Traffic
Understanding Influencer Needs
Industry influencers are anyone in your industry who can help increase the reputation of your brand. Common influencers are reviewers, bloggers and commenters related to your industry.
A positive mention or endorsement from a popular industry influencer can obviously boost your brand’s reputation. But here’s something to keep in mind: The influencer doesn’t necessarily need your brand. They already have an audience and presumably a source of income.
In order to connect with the influencer, you’ll need to explain the benefits related to your brand or content. When linking to a site, influencers typically look for:
- Content relevant to their site/theme/interests
- Content at least as well written and professional as their (the influencer’s) own site
- Content from a safe, trustable brand
- Topics which aren’t already covered on their site
Influencer Connect THEN Content Creation
Every influencer has different needs. At Snap Agency, we like to identify the influencer before we create the content. Then we can craft a pitch based on their specific needs.
Influencers want something which fits in thematically with their site. For instance, if you’re offering a guest blog, you want to write in a way which reflects the style where the blog will be published. If the existing content is loose, informal and funny, then yours should be, too.
Note that you don’t have to actually create the content before you pitch the idea. If you’re interested in publishing a 2,000-word guest post, you might want to gauge interest before you sit down and write. At the same time, finished content is harder to decline. If the content is short or easy for you to create, you might want to do so before pitching.
The Right Pitch
Influencers are busy people. We’ll spend time developing a pitch which is sure to be noticed. The key is to highlight all of the benefits you bring to the influencer.
For instance, a free product to review might give the influencer exclusive access to a new product. A guest blog might help them reach an entirely new audience through the connection to your brand.
Brian Dean’s Skyscraper Technique is often a useful strategy here. This is when the new content builds and improves upon existing content. Maybe the influencer has published a guide on a topic, but the guide is pretty old, short and outdated. You can use their guide as a starting point for something new and updated.
Brand Reputation and Site Appearance
Another factor influencers often consider is the professionalism of your brand. Is your web presence something the influencer feels comfortable associating with?
This usually isn’t a problem when you’re working with a professional internet marketing agency. We’ll help make sure your brand looks professional while also avoiding any sort of public relations issues.
Developing Backlinks is an On-Going Process
Backlinks are one of the most important elements of your website. But no two are obtained in the same way. At Snap Agency, we’re able to identify the influencers in your industry and then pitch them a customized backlink strategy which benefits both them and you.
Developing backlinks requires technical know-how and traditional, person-based marketing efforts. Your industry experience will be an invaluable asset. However, developing backlinks isn’t traditionally something business owners do on their own. You’re going to get much better results if you work with an internet marketing agency.
Call or email us today for more information on how we can help improve your site’s reputation, authority and ranking.
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