We all know that building the right links into a website can transform its performance in organic search and massively boost traffic.
Building strong links from websites with high domain ratings will make a website more visible, trustworthy and credible. Consistently adding links is one of the key benefits of digital PR and it’s one of the key reasons why PR is so important for businesses.
We have already talked extensively on the blog about how many links a site needs to supercharge its SEO but we also continually stress that volume alone isn’t enough, links should be high quality too.
In this post we’re going to take it back to basics and offer four simple link building strategies to help increase your website's backlink profile.
What is link building?
Link building refers to the process of securing hyperlinks from other websites that go into a website. These links essentially create pathways between websites and connect different pages together.
Securing backlinks from pages with a high domain rating will show search engines like Google that your website is clearly worth linking to, which overtime will help you rank higher in searches.
Why do you need to do it?
Securing high quality backlinks will improve your domain rating over time which will make you more visible when people come to search keywords relevant to your field.
It also shows off your knowledge and expertise, making you a trustworthy brand within your niche.
How do you build links?
One of the best ways to build links is by sharing the expert knowledge and expertise you have within your field.
When trying to build links it’s important to emphasise to journalists and editors the value your content can provide in order for them to give you a link in the first place.
There are several link building tactics we use in digital PR to help strengthen client profiles and they may vary slightly from business to business.
Today we’re going to highlight four tactics: expert comments, product reviews, guest posts and podcast interviews - all of which rely on the knowledge and insight you can offer.
1. Expert comments
There are loads of journalists who are always looking for some expert input for their articles. You can find these journalists through things like Twitter or other third party platforms like ResponseSource or HARO.
These journalists are actively looking for experts which makes them more likely to use your information and link back to your website.
If you’re looking on Twitter, search #JournoRequest or #PRRequest followed by a keyword in your field. For example if you have a clothing brand you would search something like “#JournoRequest fashion expert”.
Look out for what publication the journalist writes for as well as what information they’re after. There will usually be a call to action in their Tweet, telling you to drop them an email with your responses or for further information.
When you reach out, aim to keep your responses to their questions short and to the point. It’s also worth mentioning any relevant qualifications you have to show how credible and trustworthy you are.
2. Product feedback
Seeking reviews and product feedback is a great link building tactic for businesses who have a product that they can offer for samples. This could be a physical product you would send them or maybe a free trial for an online service that you offer.
Not only is this great for back links but it’s also a really great way to place your product or service in front of the perfect audience and potential customers.
Google relevant product reviews or round ups where you think your product would fit. For example, if you own a flower delivery business, you would search something like ‘Best flower delivery services’
It’s then worth reaching out to the journalist and acknowledging you’ve seen their recent review, this will show them that you’ve actually done your research. From there you can offer your product to them and see if they’re interested in trying it out.
It’s important to remember that offering samples or trials doesn’t always result in a review or backlink. However, a lot of these reviews could come from websites with high domain ratings and can be really beneficial if the journalist does include you in their review or round up.
3. Guest posting
Guest posting on other websites is another effective way to secure back links by sharing your knowledge.
Research different websites and see who is writing content based around your field or niche. If you feel like you could add some valuable content to their site, then trawl the page until you find an ‘about us’ or ‘contact’ page where you can reach out to the editor and offer your services.
It’s also worth checking the domain rating of the website before you do this to ensure it’ll be worth your while.
4. Podcast interviews
Podcasts are more popular than ever and offering up an hour of your time to get involved with a podcast could result in back links and help you expand your network.
Most of the time podcasts will offer links in their episode description, they’re also perfect in helping you reach new people as they put you in front of someone else's audience.
There are podcasts on anything and everything so take the time to research which ones are popular in your field and then reach out to some of the ones that interest you the most.
Be clear on what you can offer the podcast and the listeners when contacting the creators.
When approaching people for backlinks through expert comments or interviews, it’s important to highlight to journalists how you can be beneficial to them.
Helpful content is easier in helping you secure backlinks so make sure you’re showing your value to your recipient. Maybe you have content that is really beneficial for their audience, or you can help solve some issues or problems that they’re readers have.
Highlighting your value is an important part of showing journalists why they should consider you and your content for their website.