When starting SEO work on a website, one of the first tasks to do is a complete analysis of the profile of incoming links to the website itself, checking where it is possible to optimize.
To optimize, you can analyze the competition’s link profiles, in order to understand which links are referred by competing pages and to identify opportunities for sites that can link to your company’s content, directing links to your website. At the same time, it is also necessary to find websites or exclusive pages so that the links obtained are of greater value to Google. Remember that the more trusted websites are linked to your pages, the better the rankings.
However, since the highest quality links are also the most difficult to obtain, we explain 5 useful strategies for getting referral backlinks!
1. The power of good content
The simplest way to get referral backlinks to your website is by creating good content. Be it informational articles, tutorials, tips, online courses or even more visual content such as infographics or videos, create unique and relevant stories for your target, following the most current market trends. To choose what type of content to create, search for successful content in your business area and create similarly, but even more in-depth content. Likewise, you should always optimize the content you create through a good internal link structure and even external links relevant to the topic, increasing the overall experience of your site users.
When creating current, creative and properly optimized content, the potential for your publications to be shared repeatedly or even to go viral is much greater, in addition to being more easily mentioned by other reference sites, increasing the authority of your domain.
In addition to creating good content for your website, another good option for getting backlinks is through so-called guest blogging, simply by finding sites that accept guest articles. By creating and publishing relevant content on other sites and blogs with authority on the subject, you not only get your content to reach new users and potential customers but also get your site mentioned in an authoritative domain. In the same way, you can also allow other brands to write some publication on your blog, creating good partnerships to obtain quality backlinks!
2. Make your content public
Although great content has the ability to be more easily mentioned or even shared, the truth is that it may not bring you any backlinks, unless you actively and strategically promote it.
This implies not only sharing the content you create on all of your online platforms, such as your social networks, but also getting other people or brands outside your company to talk about your content. In fact, Link Building often involves public relations work or even press relations, in the sense that it must be constantly in contact with opinion leaders, journalists, bloggers or specialists in its business area, letting them know your work and creating relationships that can earn you good future backlinks.
In addition to promoting your site on various platforms and other brands that reference it, you should also promote it to the sites/entities that you referenced in your publication. To do so, send an e-mail to the organizations, newspapers or bloggers mentioned, with a brief introduction to the content you have created and a link to it. You will see that the majority will disclose it!
3. Broken-link building
The so-called Broken link building is a very effective strategy to obtain referral backlinks.
In this method, the goal is to find high-quality pages within your business area with links that point to pages that no longer exist. To more easily find links to non-existent landing pages, you can install a Google Chrome plugin called Check my Links. Using this plugin, you can find out which links on a given website are valid and which are 404 links, that is, links where the associated landing page no longer exists.
Then, all you have to do is create new, reasoned and creative content that answers the same question or need on the page initially associated with that link.
When you have developed and published this content, contact the website, informing that the link located on a certain page is no longer linked, but that your company has a web page or an article on the blog that works for the same purpose. It is essential that, when contacting the website where you want to be referenced, make a brief introduction of your company and provide useful information, such as the exact location of the non-linked links and some alternatives to replace those links, including your own site.
Since you are doing yourself a favour by stating that such a website has 404 links, the chances of getting a backlink to your site are quite high!
4. Unlinked mentions
Unlinked mentions is a link building strategy, in which a company searches online sites that mention the brand, but do not have a link to their website. These references can be both to your brand, as well as to products or services sold by you, employees of your company or even content that you created for your blog.
Two good tools for finding online references to your company are Fresh Web Explorer, from MOZ, or Content Explorer, from Ahrefs. These tools allow you to find websites that mention your brand or specific keywords related to your business, but that does not link that refers to your website. However, remember that you don’t want to be mentioned on all types of websites. Look for sites with authority and that really relate to your brand and the products/services you sell, in order to really reach potential customers.
After the search process for unrelated mentions, contact the websites that refer you and ask to add a link to your site. In addition to asking to be mentioned, explain the value of that mention. You can, for example, use the argument that visitors to the website of the company that references you may want to know more about a brand mentioned positively, or even about a topic related to your business area, about which you wrote a good blog article. Remind them that the main objective is to offer better user experience and that this can be achieved through a backlink to your website.
5. Involve your company in the community
In addition to the more technical strategies for building backlinks, another effective way to get them is through the involvement of your company in the community where you are based.
Whether through local sponsorships, donations, charity work or business associations with companies located in the same city, there are numerous opportunities to build backlinks based on existing relationships or on actions or events in which the company participates.
If you participate or organize local actions or events relevant to the community, in addition to making your company known, these activities will probably be reported, either by the local press or by other companies involved in them. Likewise, these actions or events can even be shared by companies within the industry that are not involved in their organization. In this way, your company will certainly be mentioned in most publications about each of these activities, having the opportunity to gain more referral backlinks that redirect users to your site!
In addition to the strategies that allow you to obtain quality backlinks and thus improve the ranking of your web pages in search engine results, it is also extremely necessary to pay attention to the links that you should avoid! A “bad link” harms the website because it is a sign of spam and, in extreme cases, can even be penalized. Some tactics that can penalize the site and whose links are devalued by Google are paid links, since the purchase of links is a clear violation of the quality link building standard defined by Google, the excessive exchange of links (in that two companies refer to each other), links from blog networks, such as forums, or from specific companies that tend to send many links to unrelated companies, such as casino sites, or links in comment boxes.
Take note: often quantity is not quality! Invest in the acquisition of links that are relevant to your business and that make sense for the algorithm of increasingly qualified search engines, such as Google. Have you tried any of these strategies? If you haven’t implemented them yet, which one will you test first? Tell us everything in the comments!