Creating high-quality content combined with quality link building has been a longstanding strategy in the digital marketing toolbox.
In this post, I distill that notion into the key pillars of link building for startups. Learn how a resource-strapped startup can leverage links and grow their traffic and business.
Mikael Uusitalo from Stockholm based adventure travel startup Thrillism.com gives you the lowdown on how you can get those links.
1. Linkable assets
Your links will always be as good as your content. So if you offer poor content as a resource people will not link you. Yes, you read that right. People. Websites do not link to you. People do when you find your content valuable.
You will never land links to your category, product, or generally boring corporate pages. You will need to add much more value than that.
Think about it. What’s more valuable to link, a page linking a bunch of random shoes (a category page) or a page that teaches the user how to choose shoes?
2. Find trusted sites
Once you got your content on lock. Focus on finding trusted sites that would be interested in linking your content.
Strive to achieve links from websites that are:
Relevant – Websites should be relevant to your market and your audience. They should provide as much value as you intend to add with your content piece. This way, you guarantee a user that is sincerely interested in the content you create and a more valuable link.
With the right metrics – Make sure to vet all the critical metrics such as Trust Flow and Citation flow from Majestic or Domain Authority from Ahrefs. Also, always vet the link profile of your intended target making sure its a solid, natural link profile.
3. Get creative
1000 words and 10 headlines in a wall of text is not creative. Sure, length mater. But think about it. Once again, people link your content, not websites. So focus on adding so much more than just text to your piece. Add multimedia, video, custom graphics, a proper TOC. Anything that can transform your piece into something more interactive then the text will add much more value.
You got the content and you got the outreach list. Now what? Personalize. Cold, cold email to random webmasters, editors, and bloggers will not get you far and convert well. Make sure to do your homework and find a good angle for each of them. Why did you find them? How can your content that you pitch add value?
Dead simple. You will not land a link the first try in most cases. You will need 1, 2, or even 3 reminders before anything happen and you get on the radar. So make sure you schedule an equally personalized follow-up on your target.
Lastly, make sure you measure everything. Number of targets, the conversion rate for each campaign, number of links, quality of links, effect in the SERPs (map campaigns to time), and traffic from those links.
Know what works and what not works is half the work and will help you iterate and improve on your next campaign.