Over the years of developing SEO, link building became one of the finest SEO practices. In the beginning, backlinks were measured in volume – the more links pointing to a site, the more relevant
But, things have changed. The usage of backlinks led to an abuse of this tactic. When PageRank was still Google’s biggest algorithm it was easy for black hat marketers to continue with their spammy links. That enhanced their site’s SEO score but didn’t improve the content quality at all.
With Google updates over the past decade, the most noteworthy change in the algorithm came with the introduction of the Penguin update. As a matter of fact, according to growth marketing expert Sujan Patel, Google has been pretty quiet about the precise nature of the signals that make up its algorithm in order to reduce the weight that links have in that algorithm, but they’ve failed in their intention, and links are now more important than ever.
This update established some new rules that marketers needed to respect. These rules monitored heavily where you had quality links that led to your website and if your content was relevant enough to go along with them.
How Important Is Link Building for B2B?
B2B marketing is all about forming relationships and building authority. One of the most successful ways to achieve that is to produce high-quality content that solves problems and answers important questions your target customers have. But, if you want your content to ooze authority, you need to include relevant links.
For the B2B Industry, link building is:
- Google Ranking Factor – A fundamental one! Getting to the first page of Google is not easy. Quality link-building demands planning, repetitiveness and dedication. You want links that search engines consider as relevant, and each of those links needs to draw traffic to your page.
- Traffic Magnet – When other websites link to your site, especially sites with a bigger Domain Authority, you’ll be ranked higher in SERP for the keywords that you’ve optimized for. The end result of that is a continual stream of potential customers to your webpage.
- Authority Builder – Link building is not easy. You have to earn that link on a website that can bring more targeted traffic to yours. When a site with a bigger Domain Authority links to yours, it’s like recommending you for your quality in front of an audience. And that is of immense importance, not just in the B2B segment, but in business in general.
Tactics for B2B Link Building
Are you ready to start with your B2B link building strategy and improve your rank on SERP? Here are five of the most essential B2B link building strategies that you can put into effect today:
1. Social Media Links
If you want to command your brand presence on Google, you must be the first search result when it comes to your brand keywords. Your social media profiles can be one of the most powerful factors when it comes to SERP, especially if you decide to include your web links in the profiles’ “About” or “Bio” pages.
Social shares matter also! In B2B, high-quality content gets a lot of attention and social shares. The more social shares, the bigger chances are for your content and page to be noticed by websites with a larger authority in your industry and who could offer your content as a valuable resource by linking back.
2. Guest Blogging
Guest blogging still remains a big part of B2B link building strategies. It is a long-term link building tactic that can produce remarkable results for your page rankings. So, how can you utilize guest blogging to build authority links online?
First, you need to find guest blogging opportunities, or in other words, you need to know where you’re going to submit your guest post before making a pitch. Above all, you need to make sure that those websites allow you to include your link and are actively looking for guest bloggers who want to submit their ideas, opinions or content. Search for websites that:
- Work in Your Niche
- Have Followers That Are in Your Niche
- Have Big Engagement Rates (Shares, Likes, Comments)
- Share Guest Content Regularly
From the aspect of link-building, you’ll want your link to be incorporated in a website with a high domain authority. To measure a website’s domain authority, you can use Moz’s Open Site Explorer. The tool gives you information like domain authority, the number of backlinks and the average traffic of the site.
After you’ve found the places where you want your link to be featured, it’s time for the hardest part – pitching your guest blog idea. We would advise you to keep your pitch within the following guidelines:
- Be Honest – Authoritative blogs receive hundreds, if not thousands of pitches on a monthly or yearly basis. A big percent of those are bots and copy-pasted templates that don’t sound natural and personalized enough. You need to separate yourself from the competitors by personalizing your guest blog pitch with an honest appreciation about the blog, the blog owner and their authority.
- Follow the Rules – A guideline that speaks for itself. Nobody would consider adding your link to their site if you don’t follow the guest blog guidelines.
- Stay Humble – Nobody likes a smartass, even if you are an authority blogger that got to the top through hard work. You need to stay realistic and humble when you pitch your topic. Mention your successful guest posts and know that an authority website in your industry can live without you.
- Always Follow-up – Everyone is busy in B2B, including blog owners and editors. Sometimes, they just need a little poke. Check if there’s a better time to contact them or ask them if they can discuss your guest post idea in more detail with you.
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3. Broken Link Building
This is a link building tactic that requires searching for broken links on a specific website and notifying the website owner that you’ve created useful content that can replace the broken link. You provide value to the website owner by discovering the broken link and in exchange, the site owner can add your link to the site.
Neil Patel did an amazing job of popularizing this tactic:
“If you find a broken link on a website, you can contact the owner. Since you did him/her a small favor of pointing out a broken link, they might do you the favor of including a link to your website. You can even offer a replacement link when appropriate.”
The easiest way to discover broken links is to use a tool like Ahrefs, a competitor research tool used by some of the best marketers in the world, including Neil Patel. It’s really simple to discover them with this helpful tool. You just need to enter the domain name in the search bar, and then go Backlink Profile > Backlinks > Broken.
You’ll see a page of results which point out the broken links on the website. Check the links thoroughly and then offer resources or content to fill them in. By doing this, you also enhance your B2B link building strategy.
4. Expert Round-Up Articles
An expert round-up article is an article that consists of authority opinions on a given topic or answers to a specific question. True professionals in their fields are often thrilled to be presented as influencers and authority figures.
Just interviewing people makes them feel good and appreciated. Besides that, you will give them a place to insert their website links too. After publishing the expert round-up, there is a big chance that these influencers will share the post and place the link to your round-up post for their own audiences to read.
With that, you’ll also get traffic for your website and a relevant link placed on sites with bigger domain authority.
5. Help a Reporter Out (HARO)
HARO is a free service that gives reporters a big database of resources for their stories and daily opportunities for resources that can help them secure quality coverage. It’s also an excellent way to build a high-quality backlink.
With HARO, reporters can reach out to you, which is totally the opposite of the previous B2B link building strategies. Some of the most popular news websites that use HARO to find quality links are Mashable, Wall Street Journal, Time, and the New York Times.
To sign up for HARO is easy. All you need is an email address. Next, you need to select what type of resources you provide.
For using the free version, you’ll get up to 3 requests per week. To make the best use out of HARO for your B2B link building strategy, you need to:
- Reply only if you really can deliver the resource.
- Present the required details and follow the guidelines.
- Ensure that you can respond to the journalist’s questions.
- Your reply should include your website link and your author bio.
Additionally, make sure that you present yourself as an authority source and be concise when you deliver your pitch to the journalist. Just like in every other business email, you need to remember your manners and be polite when you reply to the reporter.
Above all, always offer competence and quality! If you want your link to be featured on the reporter’s website, you need to be certain that you’ll offer valuable information. Only answer questions if you’re qualified enough to provide value.
The tactics above are not necessarily a quick and easy way to build high-quality backlinks for your B2B website. But, they generally work!
Yes, some of the backlinks will are easier to acquire than others, but, the most sensible and the most successful link building is with a long-term mindset, many pitches and rejections, and with a constant relationship building process.
Use the approaches that we’ve mentioned and with the effort and the time that you invest, you’ll build a staggering B2B linking strategy that’ll leave each of your competitors behind.