Link building campaigns not achieving your goals?
Do you feel like your efforts have become a kind of Groundhog Day for SEO? You know, the same thing over and over with little to no results?
Break the cycle of bad link building.
Find out what mistakes you might be making and how to fix them.
On February 2nd, I moderated a webinar sponsored by Michael Johnson, Director of Partnership Development at Page One Power.
Johnson explained how to identify and correct link building errors and gave campaign tips to help you rank higher and drive more traffic.
Here is a quick summary of the webinar.
To access the entire presentation, Complete the application.
Link Building problems
Time and time again, businesses of all sizes are faced with the same link building issues.
They constantly devote time, energy and resources. They follow the same processes, but get the same lackluster results.
So what are they doing wrong?
Here are the most common link building mistakes:
- Not looking at on-page SEO and search intent first.
- Not creating linkable content.
- Poor outreach performance.
- Set bad expectations.
First mistake – not looking at on-page SEO and search intent first
Looking at and fixing on-page SEO and search intent issues is essential before you start building links.
How to fix this error:
In the Webinar summaryJohnson gives a great example of what Paycom.com did when they couldn’t rank on the first page for the keyword “payroll:”
- Make sure to indicate your target keyword on your page so Google knows what you’re talking about.
- Look at who is currently ranking, do some competitor and industry research, and get some suggestions on improving your on-page SEO.
- Show that you are an expert in your topic with a solid content strategy.
Mistake 2 – Not creating linkable content
Organic bond building is about leveraging relationships and finding common interest among your relationship audience.
Linkable content is one way to do this.
How to create linkable content:
Step 1: Look at the competitor’s content.
Use a tool like Ahrefs to find highly engaging content ideas.
Check out their Top Pages By Links, which helps you see which pages on your competitors’ websites have the most links at the moment.
Ask yourself, why does the competitor’s most relevant content stand out?
- Does it have informational/educational value?
- What is the specific audience for the clip?
- Is there an established liaison authority?
Step 2: Confirm the link opportunity.
Before you start creating new content, make sure that there are great sites that you might want to link back to.
- Use Boolean operators.
- small business inurl: links.
- Entrepreneur inurl: links.
- Look at a lot of pages.
- Check if the page is linked to external sites and similar resources.
Step 3: Find similar resources that you want to view and see who links to them.
Now, find and note additional backlink opportunities by researching resource profiles similar to the content you plan to create.
Building a solid list of source links to work from and pages to try to get links to will prepare you for the next outreach step.
The third mistake – poor outreach performance
Bad communication will hamper your link building campaign and ensure you will be deliberately ignored or avoided.
How to send good outreach emails:
- In the subject lines:
- Be direct: Subject lines should be short, simple, and direct.
- Be specific: include the correct details.
- Be intentional: Include your desired outcome.
- Be kind: If you’re not going to say it in person, don’t say it.
- Be editorial: Use correct grammar, spelling, and punctuation.
- In the body of the email:
- Explain what you mean.
- Explain the value to them and their audience.
- show. do not say.
- Avoid reductions or vague language.
- On follow-ups:
- Understand that web admins are busy, and they get a lot of emails.
- Send three emails.
- Call back to previous emails.
Fourth mistake – bad expectations
Everyone wants a scalable link building campaign that generates high quality organic links.
Typically, this means linking to promotional transaction pages in the middle and bottom of the funnel. This limits your link building campaign from the start. You can’t have it all.
Therefore, one of the first things you need to do is set expectations.
So, here are the different configurations you can create reliably:
Set your organization’s expectations about why you want to link to these types of pages and how these pages can help achieve your overall goals as an organization.
Scale up with internal linking by creating various linkable assets and linking internally to the key transaction pages you want to impact.
By doing this, you can get higher quality organic links at scale and benefit from having more successful campaigns.
- Sometimes the links are not the problem.
- Not having linkable content is a huge mistake.
- Poor communication will cause you to be ignored or avoided.
- Have realistic expectations about your link building campaign.
[Slides] Top 4 link building mistakes to avoid in 2022
Here is the presentation:
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Featured Image: Paolo Bobetta/Search Engine Magazine