Link building remains the cornerstone of most search engine optimization efforts. According to a 2015 study on search engine ranking factors, links have the strongest association with higher search rankings among all the known attributes used by Google in its core ranking algorithm.
But one of the most common issues for small businesses is the struggle to build quality links. Lacking familiarity with current SEO best practices, many small firms still fall for the infamous black hat tactics to get links.
That is a mistake.
Search engines will continue to crack down on link exchanges, paid anchor placements, and other shady approaches to building links.
Therefore, it is best to avoid these “old school” methods and focus on relevant, authoritative links that drive real traffic. Here are six ways to build such links for your small business website in 2016:
1. Partner with niche-specific influencers
Niche-specific influencers have connections with readers that bypass the “industry atmosphere” and form meaningful relationships. You can establish content partnerships with influencers who serve relevant content to your target audience.
For instance, you can be a regular contributor to their blogs and occasionally link out to your landing pages. Consumers are more likely to trust these links over one or two sponsored posts for two reasons:
- They trust the influencer to only allow contributors who provide value.
- A regular contribution from a small business owner/employee is seen as an honest contribution.
Consider the case of Paul Downs, a contributor at a well-known blog of The New York Times. He started a custom furniture business in 1986 and grew it over the years, sharing his expertise with other small business owners through his column.
He managed to get a link back to his website from The New York Times due to his regular contributions to their blog, which offers advice to small business owners.
2. Leverage local partnerships
If you’re addressing people in a particular geographic area, forming partnerships with local organizations can be an opportunity to get backlinks from their websites. You may already have existing partnerships, so all you need to do is reach out to partner websites for link placement.
Aim for locally owned franchises and businesses instead of big corporations. You can also replicate the first link-building strategy by contributing to local blogs. Besides local business blogs, you may come across official community blogs and local news blogs that welcome guest contributions.
Another strategy is to sponsor local events that cater to small businesses, which can get you links from the event’s sponsorship page.
Small businesses that sponsored this resource fair not only got brand recognition but also a backlink.
Apart from events, you can sponsor award ceremonies, conferences, and charities.
3. Use the skyscraper technique
Invented by Brian Dean, this technique simplifies the link-building process by not requiring you to reinvent the wheel. Instead of creating new content ideas week after week, you can improve upon what’s already working for others. Here are the three steps to the skyscraper technique:
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Discover top-performing content in your niche. You can determine top-performing content based on the number of times it has been shared on social media or the quality of links pointing to it.
Use tools like BuzzSumo to search for content that has performed well and Open Site Explorer to analyze the quality of its backlinks. - Create something better. Enhance top-performing content by adding practical examples, case studies, or more detail to deliver increased value.
- Promote your content via outreach. Reach out to relevant websites and influencers via email and social media. Look at websites and influencers that are already linking to the content you’re improving upon, and give them a heads-up about your new, enhanced piece.
The skyscraper technique is also seen as “content marketing for link builders.” Various reports reveal that this technique has helped businesses build organic links and drive traffic to their websites.
4. Search for business mentions
Finding business mentions that do not include links on community resource pages, forums, and other platforms is a convenient and cost-effective way to build links. Use tools like BrandMentions to discover mentions of your business and relevant keywords.
After you locate a mention, use the find function (CTRL+F) to search for your brand on the page. You may find articles dedicated to your business that don’t include a link. Get in touch with the authors and ask for link insertion.
5. Create a resource page
You can create a local resource page that includes useful information for small businesses in your area. For example, if you’re a clothing retailer in Washington, D.C., you can create a list of the best wholesalers and manufacturers in the city.
When you provide useful information, other businesses may link to your resource page. Partner with local subject matter experts to create information-rich resource pages that will capture the attention of businesses in the industry.
Resource pages can be cited when participating in Q&A websites and local business forums. They might even land you interviews and guest appearances, providing opportunities to build links from the content you participate in. Also, check sites like Help a Reporter Out for additional linking opportunities.
6. Create premium content
To get backlinks from major publications and leading industry blogs, create premium content that demonstrates thought leadership and isn’t just a compilation of tips or lists from other small business blogs.
Premium content includes:
- White papers
- E-books
- Resource pages
- In-depth blog posts
- Podcasts
- Case studies
- Infographics
- Co-created guest posts
While premium content requires more time to complete, it has a higher chance of being linked to than standard blog posts. Partnering with other businesses that are not direct competitors can cut costs while giving all partners an opportunity to attract authority links.
Final thoughts
Before your competitors gain an edge in search engine results pages (SERPs), make a resolution to enhance your link-building efforts. The strategies mentioned above will help you gain links and enjoy better search rankings for your website.
