This is a guest post by Adam Steele is the Founder and COO at Loganix, an SEO fulfilment partner for agencies and marketers. We build easy to use SEO services that help businesses scale. If you liked this article, please check out our SEO guides and templates on the blog.
Link building is the process of convincing other sites to link to your own. It can be an active process (where you approach other website owners to request links), or a passive one where you attract links because your content is useful to others.
In 2020, link building remains one of the most important ways to develop your traffic and signal your site’s worth to search engines.
Some of the latest research has shown that the more backlinks a page has, the more traffic it gets from Google.
However, the process of link building has changed significantly. A lot of older techniques have either been penalized by algorithm updates, or fallen out of favor for other reasons.
If you haven’t updated your practices to attract links from the best sites, you’ll start to fall behind your competitors. In this guide, you’re going to learn 10 link building techniques you can use to avoid that danger.
10 Link Building Tactics & Tips
What follows are some of the most effective link building techniques for 2020. For each one, you’ll get an explanation for what it means, and how it helps you get links.
This guide will cover how to attract links by:
- Creating quality content
- Repurposing content
- Doing outreach
- Participating in roundups
- Creating resource pages
- Using broken links
- Buying links
- Attracting local links
- Using social media
- Recovering lost links
1. Create (Quality) Content
One of the best ways to build links is by building the kind of content that attracts links. Dedicate a reasonable budget towards creating content that’s useful or provocative, and then dedicate some time to promoting it.
Here are some examples of quality content you can build:
Well-developed guides attract links from people who need sources for their own guides or opinions. A solid guide can attract links for years as long as the information remains relevant.
This finance guide on sales prospecting is a great example of how to build a guide that’s enriched solid information and colorful images.
Infographics are great content on their own, and they’re also easy to share on any social media platform that supports image posts.
This form of content is currently benefiting from a growing interest in data visualization. As a result, the tools and professionals who can create infographics are cheaper and more plentiful than ever.
Well-defended opinions and ranking
Being opinionated isn’t always a bad thing. People enjoy the content that challenges them and makes them think. If you manage to wade (carefully) into a real controversy, you can attract hundreds of links as the conversation goes viral.
Original research and case studies
Case studies take a lot of resources to build, and that’s why you’re in a rare class if you manage to build one. Case studies can attract sites that would never link out to standard blog fare.
Useful tools and templates
If you have the technical knowledge, you can build tools and templates that your readers can use to perform tasks in daily life. These invoice templates are a good example of how to create a resource that meets a need.
This is a long-term strategy, but it’s one of the most powerful over time.
When your site is filled with quality content, you don’t need to rely on link building tactics anymore. You can trust that your content will simply attract the links because of the value it provides.
2. Repurpose Your Content
Sometimes it may feel like you’ve covered every useful topic, and have nothing left to offer your readers but fluff.
That may be the case, but have you covered every topic as well as you could? Take a look at your archive of content and look for areas where haven’t. Here are some examples of how you can repurpose:
- Replace low-quality content with better content
- Update content with modern information
- Combine smaller guides into bigger ones
By doing this, you can turn content that interests no one into content that attracts links like picnics attract ants.
3. Do Some Outreach
Outreach is one of the most traditional ways to build links. To perform outreach simply means to contact other websites and make agreements for links.
Guest posting is one of the biggest reasons to do outreach. Guest posting is when you trade blogs. Your post (with the link) is posted on their blog, and vice versa. This form of link building is frequently successful because the benefits are mutual.
4. Roundup Posts
Roundup posts are posts where a number of people are asked to weigh in on a topic that’s relevant to the niche. Each person who is part of the roundup gets to post a link to their site, and they’re usually happy to link to the whole article when it’s completed.
Roundups are most effective when they’re focused on a question of expertise that is relevant to the niche of everyone involved. For example, you could ask a group:
- To take either side of a controversial issue in the niche
- To provide a quote on a matter of interest
- To name their favorite (technique/trick/tool/expert)
5. Resource Pages
Resource pages are pages filled with relevant research links for the visitors of a website. They are designed to be a list of some of the best content in the website’s niche.
Appearing on resource pages can be a great way to attract links. Usually, only excellent content is considered for resource pages. That means you’ll have to build some before you reach out to be added.
Research the kind of content that could get you added by checking existing resource pages that would be a good fit. Look at the other resources on the page and use them as a guide.
6. Broken Link Building
Broken link building is a creative tactic where you:
- Find broken links on a target website
- Build content that can fill the role of the original link
- Reach out to ask to replace the old link with your new content
This tactic can be very effective because you’re providing value that the target site has already indicated that they need. As long as the new content is as useful, you’re nearly guaranteed a placement.
7. Buy Links
Buying links is when you make an offer to pay to have your links posted. Buying links is a viable strategy when your website is just starting out, or if you need certain links with just the right timing.
Some website owners are nervous about buying links, but the fact is that it’s a very common practice among even the best sites.
Many guest post opportunities are paid when they aren’t reciprocated. You may also need to pay for having your links added to resource pages or to replace broken links.
8. Local Links
Local link building refers to the tactic of getting links from sites that are local to you.
These sites tend to be smaller and have lower scores for factors like Domain Authority. However, this doesn’t make them poor sources for your links. For small businesses, these links signal relevance and help to confirm your location to search engines.
Local sites are often happy to participate in guest posting and other link exchanges because they don’t receive those kinds of offers as often. They also typically charge lower fees when they want compensation for links.
9. Use Social Media
Social media link building is when you create links on your social media properties. There are many ways that you can insert links while providing value and activating your fans. You can…
- Post your best articles with great introductions
- Respond directly to your buyers when they have problems, and link to resources on your website
Social media is also one of the best places to do serious outreach. Using platforms like LinkedIn, you can research your target sites and find out what’s most important to them.
10. Recover Lost Links
Recovering lost links is the process of reclaiming links that you’ve lost in the past.
This can happen when you take normal actions like migrating content or removing otherwise useless pages. When the content is removed, any links that have been built to it breaks.
If you’ve already earned those links, you don’t want to give them up. You can often get them back by simply reaching out to the sites that were originally doing the linking.
Let them know that their link is now broken, and give them a new link where they can find the content they formerly referenced.
Start Building Better Links Now
Link Building is one of the most important ways you can support your site. By using the 10 tactics you’ve just learned, you can build new links, or recover old ones that no longer work.
For the best results, make sure that you never rely on just one type of link building. Try to use all of these tactics to build a link profile that’s healthy and highly diverse. That way, you won’t need to depend on just one tactic working in the future.