High quality content is the one of the keys to success when it comes to internet presence. Creating high-quality content can strengthen your business’ branding and spark conversions, but not if your audience is never exposed to that content. Link building is your solution to help your content be visible via other websites and in the search results.
Check out this list created by Michael Johnson, sales manager at Page One Power. He explains how to identify relevant linking opportunities, create and leverage linkable assets, and communicate with site owners in a way that compels them to link to your content.
Create audience-focused, linkable assets
Your links will be as good as your content. If you link to a site or an asset of your company that is worthless to the audience you’re selling to, it makes no sense to include in your content. For example, pointing directly to a product page or other pages that provide low-value to your audience of the sites that you target, you will have a tough time converting into paying customers.
Great linkable assets are audience focused and provide informational educational value. Your linkable assets should not be promotional. Johnson specifically cautions against requesting links to lower-value promotional content or product pages because they may come across as paid links, which may also discourage users from clicking through.
Identify relevant, valued and trusted sites for links
Use the following criteria to evaluate which sites are worth including in a link building campaign.
Value for users. The page that you’re interested in getting a link from should provide value to your customers. And of course, be sure the anchor text in the link helps set user expectations when they click through.
Relevance. Your link building should be relevant to the context of which the link is appearing and also match the audience that you want to attract.
Vet every site. Make a thorough investigation on every site. It’s very important that your sources are credible, and that you can be counted on as a trusted source for your audience. “Always ask yourself the question, ‘In a world without Google, would I still want this link?’” Johnson said, adding, “If the answer is no, then you have to question whether or not that’s an organic link.”
Trust and authority. Always look at the backlinks to the site you’re thinking of incorporating into your content. “If you see that they are linking out to a lot of spam or are posting low quality content on their website, those are red flags that mean you should probably avoid that website.”
Keep the momentum after the link
After acquiring a link, link builders should send a followup communication thanking the site owner. To keep in contact with these brands puts you in a good position of goodwill between brands. Working together to make sure your audience has accurate and reliable information will translate into paying customers for you both.
Johnson also recommends paying attention to the internal linking of the page that earned the backlink. Since product or promotional pages aren’t likely to attract many of their own backlinks, internally linking those conversion-based pages to other pages with a stronger backlink profile will help you to build link equity.
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