There are few elements of online marketing for small business that can be as effective as well-done link building – yet also few things that so many companies hate spending their time on.
That’s a shame, because it doesn’t necessarily have to be too difficult to get started on a great link building campaign for your brand – and the results could be thoroughly impressive.
Despite some predictions of link building’s decline, Google has confirmed more than once that it remains one of the search engine’s key ranking factors. All the while, studies continue to suggest that you aren’t likely to achieve high Google rankings without link building.
So… what are just some of the straightforward steps that you can take right now to get a genuinely impactful link building campaign underway for your brand?
1. Devise a strategic plan
Preparation is key to success in link building, as it is in almost anything else.
In any case, you won’t be able to get started on link building until you have answered some basic questions, such as:
- Who will your link-building prospects be?
- What will those prospects ideally link to on your site?
- Why will those prospects wish to link to your site?
2. Pinpoint your targets
Once you have an idea of what your link-building prospects will look like, you’ll be able to start identifying some of them.
You’ll need to do some research for this, of course, and call upon resources like the results of relevant Google searches or the member directories of leading trade or industry bodies.
In the process, you ought to consider what kind of links you might be able to realistically get, but which it may be a little trickier for your competitors to get. So for example, you could look at first at the websites of professional associations that your firm is a member of, but that your rivals aren’t.
3. Get organised
As you begin to build links, you’ll need to have some means of keeping track of the effectiveness of your campaigns, based on measurable outcomes.
When you’re only just getting acquainted with link building as a small company for the first time, a free tool like Google Drive might be perfectly adequate for sharing and organising information in a way that all of your team members can easily access.
Remember, though, that when you partner with PENNInk Productions’ own experts in online marketing for small business, we’ll be able to provide you with informative link tracking reports and weekly link submission updates.
4. Make it easy for people to link to you
There are various things you can do to make it more likely that authoritative industry websites will link to you.
These include linking to those sites consistently from your own blog, networking with other thought leaders in your sector, and installing sticky share buttons that mean a visitor to a given page of your site won’t have to scroll all the way back to the top to share your content.
5. Build your reputation as an industry authority
Ultimately, you can’t ‘game the system’ with link building – or at least, not any longer. Your content is unlikely to be shared or linked to unless it really is high-quality, relevant and engaging, thereby helping to enhance your reputation as an authority in your sector.
That’s why it’s a good idea to make your content highly varied, for example, incorporating such elements as text, images, infographics, podcasts, video and anything else that may be suitably compelling and memorable.
Link building is just one of our specialities when it comes to online marketing for small business here at PENNInk Productions. We can provide your brand with a vital foundation for success online – so don’t hesitate to contact us today, on 020 8144 7931, to discuss how we can work closely together.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.