5 simple things you can do right now to build links


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.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.