Many people consider link building primarily as a tool for improving search engine rankings. However, when executed properly, it can and should also drive traffic to your website.
Increasing traffic offers numerous advantages beyond the obvious potential for boosting leads and sales. More site visitors provide valuable analytics about user preferences and pain points. Additionally, it can enhance engagement and encourage others to share your content, potentially leading to more referral links on social media.
In this discussion, I’ll detail how to pinpoint sources of links that generate actual traffic and how to assess your progress so that you can effectively allocate your efforts for maximum impact.
Identifying Link Partners
To discover effective sources for traffic-driving links, you can explore competitor research, rankings, and influencers.
Start by identifying the publications that drive traffic to your competitors using tools like SimilarWeb to determine their top referral sources. These tools not only reveal who is linking to your competitors but some also show the volume of traffic generated by those links.
Any site driving significant traffic to your competitors should be evaluated as a potential link partner. Assess their quality to ensure they are not content scraper sites and actually offer value to your target audience. If they prove worthy, consider reaching out for a potential link.
It’s important not just to seek links from sites aiding competitor traffic. Evaluate top-ranking websites on Google for the terms you wish to rank for and determine if any of those sites can serve as beneficial link partners. Many industries have specific directories that provide both free and sponsored listings.
Always conduct thorough research before approaching such sites. Ensure these directories aren’t spammy, created solely for generating SEO links. Opt for legitimate sites that consumers genuinely use, such as Yelp, TripAdvisor, or Avvo. Keep in mind that links from reputable sites may often be nofollowed but are still valuable because they generate real traffic.
If you’re keen to contribute more significant content, target major and niche industry outlets for content submissions. In addition to sites discovered during research, utilize tools like BuzzSumo to identify social influencers. Contact them on their social channels or via email to see if they accept guest posts. Ensure these posts are highly relevant to their audience and adhere to any editorial guidelines.
Besides smaller industry publications, opportunities exist for guest posting on major platforms like Inc.com via their submission forms. The byline link or author page can be a substantial traffic and referral source. Often, leads are generated simply because prospects are impressed with the byline in highly regarded outlets. However, be diligent and discerning: Submit your finest work, as entry is competitive and editors can be selective.
Other worthwhile outlets include community forums, like industry-specific subreddits, or sites such as Inbound.org if you’re in marketing. Be an invested community member—avoid spamming with your content and participate by offering thoughtful input and answering questions.
Another strategy involves partnering or sponsoring industry influencers. Many influencers are open to collaborations, where they review or co-create content and social media posts, increasing the brand’s reach to their audience. Costs usually depend on the audience size and campaign scope.
Since the focus is on traffic and branding, you normally avoid issues with Google’s linking guidelines. However, ensure all financial relationships are disclosed as per FTC guidelines and refrain from covertly embedding links in content submitted for publication.
Evaluating Success
Once links are secured from selected partners, it’s crucial to analyze your results. Monthly, examine Google Analytics for referral traffic to see which new sites effectively drive traffic. Over three to six months, determine which sites are valuable to pursue. For example, if Inc.com delivers more traffic than three other industry sites combined, it may be advantageous to focus more on Inc.com.
Additionally, monitor an increase in overall brand searches using Google Trends or Google Keyword Planner. Branding efforts might result in more direct traffic and organic traffic growth due to heightened branded searches. By tracking increases in direct and branded organic referrals, you can gauge the effectiveness of your branding strategies in boosting site traffic.
Record your progress in building relationships with influencers and websites identified as potential partners. Demonstrating relationship-building success is valuable for management and helps refine your pitch and messaging.
Final Thoughts
Link building, regardless of the intent, is challenging if done ethically and with lasting value. A robust link portfolio can drive traffic from diverse sources while expanding your online footprint and securing more of your branded search terms. Aim to work with a broad range of sites and platforms to achieve this.
