Writing by Nick Stamoulis in Link Building
Building quality, white hat links is tough work. While it’s important to be efficient with your link building, taking shortcuts will usually land you in hot water. However, just because building inbound links can be challenging and time-consuming, that doesn’t mean it has to be all that painful for site owners! Chances are there are a few “easy win” link building opportunities staring you in the face.
Here are 4 linking opportunities you may be missing out on:
1. Linking within company blog posts.
If you’re taking the time to write great content, share it with your social connections, incorporate it into a company e-newsletter and so forth; make sure you are getting a link in there from time to time! This is especially important if your blog is on a separate domain and not completely integrated into the rest of your company site. Blogs are a great way to educate your target audience, introduce your brand to new potential customers and drive pre-qualified traffic back to your site. And since it’s your blog dropping a link in now and then is definitely okay!
I’d suggest that you put one deep link (using a variety of anchor text) to a related internal page on your site every 2-3 posts. I try not to do more than 1 link to the actual site in each post, as it can get a little spammy feeling. Of course if you are citing references or quoting other authors you need to link back, giving them credit. Building quality links is hard work, so don’t overlook this link building opportunity that you can actually control!
2. Guest blogging opportunities on industry association websites.
Are you apart of any industry associations? Hopefully you get a link as part of their member’s directory, but also check and see if any of these associations accept guest posts or white paper submissions. These outlets are usually for members only, so take advantage of that fact! Guest blogging is a great way to build links from a trusted source, build your reputation and reach an even broader audience. Just about every industry, not matter how obscure, probably has one or two associations for professionals to join. Don’t believe me? Do a Google search for “produce growers association”—there’s 3,600,000 results! That’s a lot of link building opportunities for a relatively niche industry.
3. 1 link per 100 words in online press releases.
In my experience, online press releases are often some of the most underutilized link building opportunities. An online press release is a great place to put direct links back to various pages of your site! Imagine that press release gets picked up by a dozen news sources—even if you only have 1 link in the whole press release you’ve just built a dozen new ones from trusted sources. If you had three links you’ve got a new 36!
Keep in mind that you don’t want to go overboard with your linking. A good rule of thumb is 1 link per 100 words to keep your press release from looking too spammy. But vary it up! If you send out a lot of press releases link to your homepage, individual services pages, or even social profile pages to help build your social network.
4. Dead pages on your website.
Dig into your Google Webmaster Tools account and see if there are any 404 errors. This means search spiders are trying to crawl a page that no longer exists. Larger sites and e-commerce sites with a lot of evolving products seem to suffer from these 404 errors rather frequently. Fixing them is such a great link building opportunity though! With a 301 redirect in place, the search spiders can properly crawl your site, which keeps your internal link structure working, as well as keeps any inbound links that sent visitors to those pages intact! Let’s say one of those 404 pages (a discontinued product) had 10 inbound links pointing to it from various sources. Until a 301 redirect is in place your site doesn’t see any SEO value from those 10 links. Fixing the 404 error makes those links count once again!