As New Zealand’s top SEO specialists will tell you, keywords are a strong foundation, but they cannot achieve everything alone. Only when you start integrating other SEO techniques will you enjoy results that are worth writing to the stakeholders about. Today, you’re going to learn about one of the most powerful SEO techniques in link outreach.
Over time, Google has improved its ranking algorithms. As you know, you can’t just flood content with keywords and expect to get onto the first page even without the content making sense. In particular, Google appreciates valuable content that answers the questions of users. What’s more, Google appreciates authority and credibility, and these are two of the main pillars behind link outreach.
Link outreach is the process of growing relationships with other websites to improve the link-building of one’s content. Ultimately, the aim is to get other websites to link back to our content. Why? Because this tells Google (and other search engines, of course!), that your content is valuable for the audience. The more quality websites linking back to your content, the more likely it is to boost SEO.
Why should you even pay link-building the time of day in 2022 when you have so many other things to do? Because it will transform your SEO strategy. Over the years, search engines and even consumers have grown tired of businesses shouting about their own brand and website. Naturally, you’re biased and think that you have the best service in the world. Just like user-generated content provides another perspective for customers, link building provides another perspective for search engines.
Suddenly, lots of websites link back to your content. Therefore, this content must have valuable information for the reader. Over time, your organic ranking improves.
Additionally, the process is self-fulfilling and generates a positive spiral. Link building exposes more people to the website, and this further tells Google that your content is valuable. Soon enough, your organic ranking improves yet again. This causes a positive spiral where link building leads to more clicks, which leads to more traffic, which leads to even more links, and even more clicks, etc.
Another reason you should consider adding link outreach to your marketing strategy this year is that it boosts the authority and credibility of your website. Your aim with this strategy is to get a link on popular, traffic-heavy websites rather than websites that only launched yesterday – the former is called an ‘authority website’. As authority websites link to your content, this tells people that you are also authoritative and credible on the topic.
At the same time, some of the readers on the authority website will become your own readers (and advocates of the brand).
You’ve learned about the benefits, but how do you introduce link outreach? As mentioned previously, outreach is the process of contacting publishers and getting as many links as possible back to your content. Here are some tips:
- Outsource to a digital marketing agency to relieve the pressure from your shoulders
- Choose websites with a similar audience to your own
- Add value and build a relationship with the publisher rather than just begging for a link through mass emails
- Focus on local companies first to enhance the bond between the two brands
- Personalize messages for all publishers
- Create genuinely useful content (content that publishers themselves enjoy)
- Recognize that brand mentions and similar content are just as valuable as a link in some cases.