As an entrepreneur, you probably wonder how other businesses get their visibility on Google; the secret is link building for SEO. Apart from that, there are various factors why some websites are on the first page while others lag. Such factors include domain authority, keywords used, and the type of content they create. In general, all the factors contribute to a good amount of traffic, but surprisingly, only 9.37% of content gets traffic from Google, according to Ahrefs. What might be the reason? I recently wanted to know why my website was underperforming, so I decided to learn from the best, and this article is a journey of all the lessons I learned about link building. Use the table of content to navigate an area of concern, but if you need detailed information, start with the basics.
What is a Backlink?
A backlink refers to an external link that leads readers to your website. If a different site links to a webpage on your website, then that is what we call a backlink. Since time immemorial, they were considered a major contributor when it comes to search engine optimization. However, most websites came up with a hack to generate massive amounts of backlinks to their sites and made Google update their Algorithm. Up to this point, an individual can still generate such amount of backlinks, but they are not considered relevant due to the constant change in the ranking factors. Therefore, the quality of your backlink matters if you want your small business to attain visibility on Google.
What is Link Building in SEO?
Link building is the process of creating high-quality backlinks to a particular site to increase online visibility. The entire process has changed Search Engine Optimization dynamics, and now it is a matter of quality rather than quantity. Therefore, when creating your backlinks, consider the source: the website should have a good domain authority and a good amount of traffic. You can check such details by using Neil Patel’s free tool Ubersuggest. The quality of the backlinks you attain matters.
According to Neil Patel’s blog post: “What Matters More: Backlink Quality or Quantity?” To quote him, these are his exact words:
“Neither is better. I don’t want to upset you, but the reality is that both link-building strategies have their place in the online world. For some businesses, the quantity will be more effective, and quality will be more effective for others. In the end, you probably will want to fall somewhere in the middle of the spectrum. The worst thing you could do is fall to one side or the other. The SEO pros are playing around in the middle, looking for a lot of medium-quality backlinks. While that might not be the answer you wanted, it’s the solution you’re looking for”– Neil Patel.
I learned from his words that the type of backlink you get depends on your business level. For example, suppose you just started your business. In that case, it is nearly impossible to get backlinks from domains with high authority, and this should not scare you from asking slightly authoritative domains for backlinks. However, don’t use uncouth ways to get the backlinks. With that said, here are facts about good and bad links.
Types of Link Building (Both Good and Bad Links)
Gone are the good days when any type of link was good for SEO. Currently, Google is penalizing sites with low-quality backlinks because it is against their Penguin updates. According to Google Quality guidelines, there exists web spam in different ways, such as:
Unnatural links: These are backlinks generated why you pay a link firmly to create various links to your website
Artificial links: Are keyword links individuals set on a website.
Quick growth links: If your website receives many incoming backlinks at once, Google will flag it as webspam.
Therefore, if your website uses any of the links for search engine optimization, your site will be affected every time the update occurs. The above types of links are under the non-editorial or the self-created links. More examples of such links include article directories, advertorials, and guest post signatures. If you want to create good links, then you should opt for the following:
Natural Editorial Links
These are the most relevant links when it comes to search engine optimization. They come naturally and take a lot of time for individual businesses to acquire because they depend on the reputation and content you produce. When your business gains recognition, you don’t have to ask people to link to your web pages. Due to your domain authority, various sites will refer to your website because you have the valid information readers need. A good example is a great piece of content that you create and then roll out with a few influencers’ help.
After that, it will gain traction from the other key players in your niche, who will later link back to your site as a point of reference. However, it is hard to achieve and takes time before you get such backlinks, and that is why Google considers the links as the best.
Manual Outreach Link Building
These are the common types of links that most website builds. It involves reaching out to various publications or websites and asking them if they could link back to your site. It is helpful when you are starting with your website, and you have a small coverage hence the need to contact other bloggers and website owners. However, your article has to be relevant and related to their niche. You should avoid links that are not editorial on the safer side if you want to drive good SEO traffic for your website.
4 Strategies to build links to your small Business Website
When it comes to setting strategies, there is nothing new under the sun. You probably know of these strategies, but the only difference between your website and the sites on page one is the level of execution and consistency. As humans, we tend to give up when we put in efforts without seeing the results. From now on, you need to change the mentality if you want to succeed. It takes time for Google to pick up your site finally, but if you are consistent, then you will see the results in the long run when you do the following:
Guest Posting to Relevant Blogs in Your Niche
There is a slight difference between Guest posting and guest posting in relevant blogs. There is no need to ask for a guest post in a sports blog while selling software to your audience. You need to find the right audience for your blog post and come up with an answer to the question they are seeking. If you provide value to your readers, you stand the chance of winning them over. It is a good business strategy because it creates trust and converts readers to prospect buyers.
In simple terms, Guest posting is all about creating high-quality articles for other websites and provide backlinks to your business site. It is a win-win situation because the publishing website gets new content while you get highly targeted traffic. Finding the best niche ensures that you reach the right audience than posting on any website with a good traffic amount.
Carrying out relevant Niche Edits
Niche edits refer to the process of editing your previously written articles by adding new links. It is a good source of the traffic to new blog posts because the previous articles already generate traffic. Therefore, as a business that has been operational for some times, you can take advantage of this link building strategy.
It is a technique where business owners look for their high performing blog posts with a good amount of backlinks and then create a similar article that is more detailed. The chances are, if people back linked to the webpage, they will do it again when you provide relevant information on the same topic that covers a wide scope. Therefore, look for that one article that performs better and create an update. After that, you can reach out to the publications via email and ask them to link back to your new article.
Editorial and Digital PR Outreach to relevant Websites
It is not unusual for businesses to ask for help from various editors. After all, a good article is about the facts. If you feel your business provides relevant information about a particular niche, then you can reach out to publications in that sector. A good way is through HARO (Help a Reporter Out), a platform that links journalists and various business owners and bloggers. According to Thrive Agency, the reporters are always on the lookout for relevant information. The method is time-intensive but eventually pays off when you get the right reporter.
The 5 Benefits of Link Building for Small Businesses
As a small business owner, it is high time to put link building to the heart of your SEO strategy and while doing so, keep in mind that quality matters. Therefore, take time to look for a relevant website in your business niche and ask for their help while starting. Here are the major advantages that come with a good link building strategy.
Good Links give your Business Credibility.
Google provide its users with the information they believe is relevant and good links play that role. They act as a third party indicator showing Google that the information on your website provides value. Therefore, when you get links from authoritative websites, it plays a major role in improving your ranking. In the long run, the higher the number of your links directed to your website, the higher your domain authority. You should get various links from established publications and try to diversify rather than using the same website every time.
Google evaluates the type of links you have before ranking your site
If you had no idea, now it is crystal clear that it is nearly impossible for Google to rank your site on the top pages is you have no backlinks. It contributes to their ranking strategy, and only websites with good backlinks will appear on the first page. No matter how great your content is, Google will never place you ahead of your competitors if the information is not supported by third-parties linking back. Therefore, take keen note of such practice and create relevant content that other websites will be happy to link back.
Backlinks will get you relevant traffic.
A good example is when you guest post on an authoritative domain with many readers daily. It increases your chances of them following the backlink to your website. If the information was great, then that calls for a higher conversion rate, and you will end up keeping some of the readers as your frequent visitors. However, this only happens when the content you provide brings value.
A good linking strategy helps you to stand out.
Not all business can execute a good linking strategy. It takes time, resources and dedication to achieve it, and unfortunately, not everyone is patient enough. That is the same reason some businesses will opt for black hat methodologies to create their backlinks. It is an easy way to acquire backlinks, but in the end, it affects your SEO score. If you are in the business for a long time mission, this is not the way to follow but rather use the white hat methodologies.
Therefore, for the few businesses that manage to stick to the right procedure, you stand the chance of being the authority figure in your niche.
It acts as a continuous source of traffic to your business
You have probably heard of the term; let your business work while you sleep. You can achieve this goal by using efficient links. When you have links directing your site, visitors from the other website will always visit your business whenever they read the article. It is an efficient marketing method compared to the traditional method, where once the Ad runs out; you either have to place a new one or will not get more traffic from the same source. By building quality links, you are assured of a continuous source of traffic.
SEO Optimization comprises more than just internal link building and good content. Therefore, as the owner, you have to go the extra mile and learn more and check updates on the SEO practices and Google Algorithm’s constant changes. At Navelee Creative, we strive to provide resources to learn about Link building strategies and Content writing. We are always on the lookout to provide small business owners with relevant information to grow their businesses. Be on the lookout for our new article because we believe it will contribute to your business’s growth.