With Google Penguin and Panda updates looming overhead, link building has become risky business for novice and black hat SEOs alike. This causes many to question which tactics are truly safe and which are dangerous. The safest tactic is organic link building. It calls for a good measure of marketing know-how and creativity.
SEOs must learn how to build quality links in order to move up on Google’s SERPs naturally without damaging their sites credibility or visibility. So, we’ve identified three proven best practices to improve your organic link marketing using “safe” tactics. But first...
General facts about link building:
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Organic search is still the #1 referrer, according to Search Engine Journal.
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Link building opportunities should include relevancy, obtainability, and capacity.
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Using link schemes can easily land you in hot water with Google.
Ok, now that we’ve got that out of the way, let’s dive into the three proven tips to improve organic link building.
Tip #1: Speak Up In Conversations
Adding your voice and links to conversations is a viable organic link building tactic. Warning: Do not commit “link dropping,” which amounts to posting a link in a discussion without adding any real value or context. This is considered as an act of spam and is enough to get you booted from groups. Do it right and you might make a few new partners and benefit from continued engagement long after the conversation is over.
Get involved in discussion groups in your industry through:
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LinkedIn Groups - target your search for groups using keywords
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Reddit
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Hashtags - search general hashtags using keywords or branded hashtags (i.e. #Inbound14) on Twitter, Facebook, and Instagram
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Quora
Tip #2: Smooze with Influencers
Approaching industry influencers and keeping engaged requires creativity, originality, and diligence. The best way to build these relationships is through a little something called EgoBait.
It means exactly what it sounds like - stroking the egos of influencers with the proper bait [content]. The ultimate goal is for them to deem your bait [content] worthy enough to be shared with their audience. This is the tricky part, because influencers are careful about their brand, so getting them to engaged means you’ll have to come up with something original AND relevant. Whatever you decide to do, here’s why you should do it.
EgoBait is important for three reasons:
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it entices influencers to voluntarily link to your content
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it establishes you as a trustworthy source to the influencer’s audience
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it creates a valuable, organic link back to your website
In fact, a recent link building survey by MOZ reports a “clear shift towards content-led initiatives and a reduction in some tactics,” such as press release and web directory submissions.
Ann Smarty of SearchEngine Journal identifies four popular types of EgoBait, which we’ve listed below, along with a couple of examples:
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Targeted EgoBait (for one influencer):
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Expert interviews or Google+ Hangout
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Group EgoBait (for a group of influencers):
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Group interviews or round-ups
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Associated EgoBait (associating yourself with thought leaders, such as Seth Godin):
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Best of lists or awards
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Community EgoBait (for an entire micro-community)
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Product review or beta-testing
Tip #3: Relevant Topics Only
Relevancy is a big deal in link building. Here’s why: Linking to irrelevant and off-topic content makes zero sense and ultimately results in a major penalty from Google. From there, you’ll lose visibility, valuable time, and loads of money from your marketing budget.
Whether your website is categorized under one or several verticals, you already know what type of links to include in your organic link building strategy. So, when you’re sourcing links, stick to closely related and relevant blogs. It’s a great way to connect your brand with the clients and industry colleagues you hope to target.
Another way to squeeze in relevant links is through "up and coming" authority websites in your niche. Here are a few ways to identify these websites:
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Search Google for the “top blogs in [enter your niche here]” or “best blogs in [enter your niche here]”
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Use Followerwonk and set the filter to narrow your search accordingly
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Mine comment sections of LinkedIn and Google+ groups related to your niche for helpful content and users
Now that you’re armed with these three tips, you’re on the road to link building success. Remember, Google is watching your every move, so play fair. What are some other proven tips to improve organic link building? Tell us what’s working for you in the comment section below and leave a relevant link to any content on this topic!
