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Building Backlinks

What are they – why you need them + how they’ll help your business.

Building Backlinks to Your Site

Google has over 200 factors that determine your site ranking and number one is backlinks.

What is a backlink?

If you dabble in the world of marketing or web design, it’s a phrase you’ll hear bandied around a lot when talking about SEO (Search Engine Optimisation). A backlink is a link from one website to another. Like a ‘vote’ for a page, it tells Google the content is valuable and useful. Backlinks are the basis of Google’s PageRank algorithm.

The more Backlinks you have, the higher you’ll rank on Google.

Link building is an art and science, creative and analytical. It involves detective work, psychology, tech tools, and relationship building. It’s good fun! And it helps you build relationships with other business owners, and establish yourself as a trusted expert in your niche, so that people come to you for content and quotes.

Quality over Quantity

Google considers the quality of the link to be more important than quantity. For example, Sky News linking to your site would be a higher quality link than your local free newspaper. However, algorithms also consider how relevant the links are. If your links are coming from unrelated sites or pages, they will be regarded as poor-quality links. So be strategic in your outreach and target sites in your niche.

Backlinks need to Grow Organically

This means you can’t go on a backlink mission paying people to link to your site! This goes against Google’s quality guidelines, and you could be penalised. Google likes to see the links occurring over time are relative and preferably come from trusted sites with high Domain Authority. (Domain Authority works on a scale of 0-100 with 40+ considered good, 60+ excellent.) The highest score is 100 – sites like Google, Facebook, and YouTube. The more authority a site has, the more it can pass on to your site via a backlink.

How do you check Domain Authority? Use Moz’ free Domain SEO Analysis Tool to see your DA, top pages, ranking, keywords and more. Ahrefs has a Domain Ranking score which looks at the quality of external backlinks to a site, a Website Authority Checker so you can see your backlink profile (free 7-day trial for $7 if you want to see all the backlinks).

Create a spreadsheet and get this information down!

The only way to increase your website authority is to get more high-quality links to your site. 👇

8 ways to get Backlinks in 2021

1. Roundup posts

Send an email to some thought leaders in your space. Tell them you’re writing a blog and would love to include their feedback on a specific question/issue and that you will reference them, their website, and social profiles. Once you’ve published the post, let them know and ask them to share it on their websites and social channels. This will generate more traffic for your site and increase reach, giving a higher probability that someone will link back to your siteMake sure you’re following them and interacting on social media first – so you’re not pitching cold!

2. Link roundups

A link roundup is a daily, weekly, or monthly blog post that curates and links to great content online. Go to Google and type in “[Your keyword]” + “roundup” and see what results come up. Once you’ve found a roundup that seems like a good fit for your brand/content, send them an email. Here’s an example of what to say:

Hi [Site owner name]

I just came across your [Roundup name] today. Great stuff. 

I’m reaching out because I recently published a [Content description] that might be a good fit for the site [Your URL or blog post link here]. 

Either way, thanks for your time, and it would be great if you’d consider me for future roundups!

Thank you 😊

[Your first name]

[Pro email signature that links to all your profiles] so they know it’s not spam.

Remember, you are writing to a human. Personalise every email you send and gently suggest they include your linkable asset in the roundup, and if it’s a good fit, they may also share it on social.

3. Broken link building

This is a good strategy as you’re adding value to someone’s site by correcting a broken link and offering a resource. Focus on resource pages in your niche and try and find some with recent 404 errors. So, if you work in the fitness industry, Google “Fitness” + “Resource page”, “Fitness” + “Resources” or “Fitness” + “links” and see what comes up.

Add the check my links Google Chrome extension to find broken links. Then contact the site owner and let them about the broken link and that you’ve written a post on this content – feel free to use it on your resource page.

4. Loot your competitors’ backlinks

Use Moz Pro or Ahrefs Site Explorer (free trial) to research your competitors and monitor your niche. Find out where their links are coming from and start pitching to the same outlets. (FYI, podcasts are a brilliant source of quality backlinks and free therapy). Also, look for sites that list your competitors but not you and ask them nicely for a link – send them a useful resource.

5. Write testimonials for products/services you use

This can help you to earn a link from an authoritative website. If you’re using a product or service you love, send them a testimonial. They may add a link to your website without you asking.

6. Link reclamation

Try Ahrefs Content Explorer tool, Buzzsumo, SEMrush or Mention.com (all offer free trials). Google Alerts or Advanced Search is free (search using “[Your keyword]” and other nifty search strings, but it will take longer, and it’s hard to export data.

You can do the same with unlinked images, e.g. infographics or products. Use Google’s reverse image search and upload an image you think may be used online. Contact the site owner and ask them to credit you and link back.

Get into the habit of doing this quarterly – it’s good to monitor online conversations about your company. No doubt you’ll find loads of results, so prioritise the most authoritative sites.

7. Create linkable assets

Content is king! The best way to create organic backlinks is to create great content people want to link to consistently. So, blogs, videos, whitepapers, infographics, how-to guides, software, quizzes, and surveys. To help generate ideas, check out sites like Answer the Public and Google’s ‘People also ask’ to find what people are searching for information on. Then create quality content that solves their problem.

You can also pitch guest posts to blogs in your niche. Search “[Keyword]” + “guest post” or “[Keyword]” + “Write for us”, and you will find a list of sites with opportunities to pitch.

You can also promote your infographics online by submitting them to sites to help you get more backlinks.

8. Become a trusted source for journalists, bloggers, and influencers

Sign up for HARO (Help a Reporter Out) – a site that connects journalists seeking expertise for their content with sources with that expertise. Sign up as a source and look out for requests alerts for your industry. Pitch helpful information and your credentials, and hopefully, they will use you again. HARO a US site but now has UK categories. Also, check out #JournoRequest on Twitter and ResponseSource for UK focused markets.

Business is about human connection. Develop authentic relationships with people in your industry and become a trusted go-to source of information and you will organically get more backlinks. It’s great to have a support network to bounce ideas around, help each other out, and collaborate on projects and campaigns.

Happy link building!

To recap, link building is the most crucial part of your marketing/SEO. Use these strategies to help you find link opportunities, grow your authority, and you will see a steady improvement in your Google PageRank over time.

Remember to keep notes to track your progress. 🤗

Which link building strategy will you try first? Please post a comment and let us know what’s working for you. No time for backlinks? Give us a call, and let’s chat! 

First published on Perspective Marketing & Design – more about our services here.

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Advice. Opinions. Conversation.

How digital marketing has changed during lockdown – some stats for your strategy

Covid-19 has radically changed how we work, shop and live our lives – speeding up digital transformation already happening. And as consumer behaviour changes, businesses have had to adapt quickly.

We’ve had a look at some of the big data coming out of lockdown to help you plan your digital marketing strategy for 2021. Eight months on, some clues are coming out as to what trends will be long term.

What’s clear is digital is leading the way and helping companies to respond to the loss in revenue with the pandemic, which means reorienting business models to be digital-first is vital to keep pace with long-term changes in consumer behaviour.

Advertising spending pre and post-Covid

Data from the World Advertising Research Centre (WARC) shows brands are slashing advertising spend for 2020 to the tune of 50 million globally. Their latest Global Ad Trends report shows almost all product categories will see a decline in ad investment this year. However, best practice shows brands should continue to spend through difficult times to position themselves for recovery.

Consumer trends during lockdown

Deloitte’s Digital Consumer Trends survey explores the rise in online shopping, banking, video streaming and healthcare in response to the lockdown.

  • About 40% of respondents did more online shopping during lockdown
  • 14% had more remote (phone or video) appointments with health practitioners
  • 1/3 streamed more films and TV series on vod platforms

Here’s Google’s new data on six lockdown consumer trends here for the long-term.

Localism is accelerating

In the UK 43% of consumers believe local businesses are good for the economy and 57% said after lockdown they’re more likely to spend money at a business that offers locally produced products or services. Google searches for things ‘near me’ have rocketed. Highlight the local aspects of your product or service. Make sure your website is optimised for local search and update your Google My Business listing.

Be seen and heard in the community – there’s a focus on ethical and sustainable brands doing good and being helpful. 65% of people say a brand’s response to the pandemic will hugely impact their likelihood to buy its products, and that businesses have a big part to play in helping society recover. Strong brand values are important. Communicate what you’re doing locally to help during the crisis.

Social media communities

Ofcom’s latest report Online Nation shows a 61% growth in social media engagement during lockdown. We’re looking for new ways to keep connected, informed, entertained and fit during the pandemic.

TikTok reached 12.9m UK adults in April, up from 5.4m in January. Twitch, the popular live streaming platform for gamers, saw visitors increase from 2.3m to 4.2m. Video calls have doubled during lockdown, with more than 7 in 10 doing so at least weekly. Houseparty grew from 175,000 adult visitors in January to 4m in April. Zoom had the biggest growth, from 659,000 adults to reach 13m adults over the same period.

People are moving away from conventional forms of communication – landline and SMS to messaging platforms like WhatsApp and Facebook Messenger. Is your business there?

Video is essential

Video is now an essential, not nice to have. Ofcom’s report shows 9 in 10 adults, and almost all older children aged 8-15 are using sites like YouTube, Snapchat, Instagram and TikTok to create and share videos online. 1/3 of adults now spend more time viewing video-sharing services than broadcast TV. There’s been an explosion in user-generated content, and creators are making money from it.

It’s easier to watch videos when we’re working at home, and we have more time. Could you bring in more ‘how to’ tutorials next year? It need not be expensive and high production – a handheld iPhone clip is authentic and can be just as effective. Rob Kenney’s YouTube channel, Dad, how do I? has two million followers and has been described as wholesome and the purest thing. His content went viral and he’s now teamed up with retailers.

Community groups were the most popular thing on Facebook last year catering to our hobbies, interests and a desire to help out locally. You may not have the resources to run social media ad campaigns, but it’s free to set up a Facebook group – and more companies are hiring community managers to help them grow their business.

Social shopping posts

People are buying products in social media posts on Pinterest and Instagram – and also on LinkedIn via lead generation. We’ve been able to do this for a while, but the process is being refined to remove the friction in the user journey. Take advantage of this but always aim to drive people back to your website.

The rebirth of influencer marketing

Marketing with influencers has been around for a while – we’ve gone from brands working with big followings to micro-influencers with a more authentic, dedicated audience, who are seen as trusted specialists in their niche. YouTube is now giving influencers tools to help them measure their content and make money in new ways, and other platforms will do the same to support creators. It’s worth thinking about working with influencers on campaigns if this suits your business model.

Interactive content is becoming mainstream  

Tech-savvy consumers want to connect with brands in new and fun ways. The increase in online shopping searches for ‘live chat’, ‘virtual try on’, ‘next day delivery’ and ‘apps’ show we are looking for ways to enhance online shopping. Chatbots are one of the fastest-growing digital marketing trends in 2020 – the future of customer service. Interactive content is becoming mainstream – think about quizzes, polls, AI ads, podcasts, 360-degree videos, and voice search.

Responsive content marketing and education

We want simple, subtle and responsive content that improves our quality of life. It’s less about celebrity and selling – more focus on empathy and thought leadership. Provide thoughtful and useful content that improves your customers’ lives – tell them how you’re responding to the pandemic now. Be expressive and empathetic as far as it fits with your brand tone of voice – consistency is key. Think about cause-based communications – how you can help rather than what you can sell…

How can you help people to enjoy their time at home? Could you help them to work better and create new habits? Campaigns aimed at personal growth; mental health & wellbeing will do well. People are trying to become better versions of themselves, whether it’s learning a new skill, exercising more or meditating.

Revisit your website and social activity and think about where you can add value. Be positive, aspirational and supportive. Adapt your imagery to focus on social distancing and safety – your digital resources need to reflect reality. It’s vital to build trust at this time, and the best marketing campaigns engage with humans more helpfully.

People need seasonal content, things to look forward to, and reassurance. Be active on your social channels and adapt your messaging to suit the platform – if you’re B2B, focus on LinkedIn. For B2C – Facebook, Google Ads, Instagram, TikTok, YouTube. Facebook appeals to over 65s, while Instagram, Snapchat and TikTok attract younger audiences.

Investing in your customer’s online journey

WARC’s data shows the brands that have spent the last two years investing in their online customer journeys – be it via their website, app, or new technologies such as live streaming are now seeing the payoff. We’ll see a boom in click and collect at stores, pre-booking shopping slots online, and easy delivery. Sainsbury’s have done this well – investing in mobile app and e-commerce whereas Primark has no online presence and saw its sales drop from £650 million a month to zero after lockdown when stores had to close.

Your website is your window to the world – your shop front – so it needs to be up to date, fast and responsive to enquiries. If you’re a service-based business, can you add a tool that enables people to reschedule appointments? We’ve got used to the speed, ease and convenience of online shopping and contactless payments – why would we go back to supermarket queues and traffic jams?

Be agile, creative and experimental

Now is the time to be agile, creative, and innovative with your digital marketing. Don’t get bogged down in the process – act now as every day brings a new challenge. Find new ways to work and make quick decisions to speed up the creative process – automated digital tools can help you to meet this demand.

Digital is a shining light to help you through the next few months. Get your digital elves ready! Carry through the lessons you’ve learned in new ways of working.

If you need help with your digital marketing strategy get in touch – we’d love to chat! hello@perspectivemarketinganddesign.co.uk.