It’s official, links are one of Google’s top 3 ranking factors.
As a startup that wants to get found in the
dynamic and often overwhelming web of the internet, landing as high on Google
SERPs as possible is a must. That means undertaking a link building strategy.
However, you’re probably trying to keep things
as lean as possible while you’re in the early stages. The good news is, that
you can start building links without a massive investment of time or personnel.
If that sounds like you, then these solutions
are just what you need to get your link building off the ground.
Launch a content marketing
First of all, if you don’t have a blog yet,
start one now!
According to DemandMetric, content marketing costs 62% less
than conventional marketing while being 3x as effective per dollar spent. In
the same study, 70% of respondents said they prefer to learn about a company by
reading about them.
Content marketing is the most effective tool
to rank for Google SERPs. Links and content are two of Google’s 3 most
important ranking factors. As you can imagine, it will be hard to generate any
links to your website without having content to link to.
Nowadays, with CMS tools like WordPress, it’s
incredibly easy to start and run a blog. Sure, you might need to invest in an
editor and some freelance writers, but it will pay back in dividends. However,
authentic content straight from the founders and those involved are also
fantastic to have and will strengthen your bond with consumers.
Expand your reach with guest
Guest posting has tremendous potential for
startups, and not just when it comes to link building. Writing articles for
established blogs or platforms can give you a voice in your industry and give
you some much-needed exposure. Plus, a certain amount of reputation comes with
having your content accepted on authoritative blogs.
These articles present a great opportunity to
get high-authority links to your own site too.
The best part about guest posting is that it’s
free (or, it should be). In fact, Google frowns on paid links and views this as
a “link scheme.” You are also most likely already creating content, so from
that perspective, it’s more of the same.
It will take a bit more time and effort to
research platforms, pitch your idea, and adapt it according to their editorial
guidelines. However, guest posting services like Luckyposting
are there to help with these chores.
Get referred through influencer
As a startup, it’s extremely important for
traction to get the thumbs up from influencers in your sphere. This will boost
your reputation, build trust in your brand, and expose you to new audiences.
82% of consumers said that they are likely to follow an influencer’s recommendation.
Obviously, it’s also working for marketers with 95% planning to spend more than $10,000 on influencer marketing.
People view influencers as unbiased and trustworthy, which is why they have so
much sway. Plus, you can get massive exposure via an influencer’s social media
Unsurprisingly, Instagram is the most popular
platform for sponsored content. However, you should try to determine where most
of your audience spends their time. Twitter is generally a great platform for
Influencers can be found in a number of ways.
You can do simple keyword research and look for blogs or social media accounts
run by individuals. You can then gauge the size of their following and use a domain authority checker to check their SEO
Is outreach dead?
Good question! It seems at a time that
everyone recommended reaching out to editors to post your content. However, the
explosion of the popularity of guest posting has called into question how
effective this strategy is.
Editors are being swamped by thousands of
emails a day by hopefuls hoping to get their content published. Even if all of
them were good enough, it’s simply overwhelming to get to all of it.
Personalizing emails is already a start, but
this isn’t as scalable, especially for startups with small marketing teams.
There are tools and ways to create personalized templates, but these can only
go so far.
It seems to be the case that if you want to go
this route, it should be a networking exercise. Don’t try to reach out to as
many editors as possible in the hope of a reply. Identify the most important
publications or influencers in your industry and give it al you’ve got.
These relationships can go much further than
helping you with your link building strategy. For one, it’s much leaner to
maintain a relationship than striking up a new one. Who knows? It can even lead
to business opportunities opening up for your startup.
A great overall tip for your link building strategy is to always focus on quality over quantity. One high-authority link is worth more link juice than many less worthy links. In fact, the latter might just drag you down with them.