In the SEO world, link building strategies have been a cornerstone of SEO development. But as Google’s algorithm becomes smarter, link building needs to become more intelligent, too. While links are important to the rank Google and other search engines give a website, the system has evolved to weed out link building strategies that do not provide value. For example, simply sharing your link on another page’s website is not an effective link building strategy. If you want your page to truly rank, the links you build need to come from a position of authority and thus validate your website as a good source of content.
In 2018, your link building strategy should focus on:
Regardless of your industry or topic, there are thousands of websites on the Internet that specialize in your area of expertise. To build authority with links, you need to build authority in human terms. People must trust you and the information you put out there as well-researched and valid. There are no shortcuts when it comes to link building this way. You must put your content first and have the links follow organically.
Public relations (PR)
Once you have solid content, you can think about your PR strategy. What does that mean? Well, for the purposes of link building, you’ll want news sites and industry trade websites to recognize you as an expert and ask you to consult on topics of interest. If the Huffington Post is doing a piece on landlords, and you are a landlord attorney, you’ll want the journalist to interview you and cite your website, if applicable. This type of link building may seem “”old school”” but it truly works for a couple reasons. First, the site that links to you has more authority in your field. Second, you’ve established yourself as trustworthy to people in your niche and beyond.
Become friends with other website owners and bloggers in your niche. If they have something good to say, share it with your audience. Everything you do or share online does not need to be authored by you or your website. Instead, you can network your way through the link building process by developing real relationships with people who appreciate and understand your work. If the opportunity arises, authoring a guest post on a competitor’s website or similarly niched website can improve your SEO. It can also improve your status among your peers.
Provide data for others
Perhaps you don’t have the fanciest topic or website, but you are an expert in your field and you’d like that information to reach others. If you’re a chemical engineer and you know something interesting about baby food ingredients, reaching outside your niche to a prominent mommy blogger can be a good strategy. Then, that blogger can take your data and statistics and turn it into interesting, lively content that engages readers. As long as you’re being cited as a source, you get the benefit and people in your field will love the cool spin you put on your otherwise bland content.
Work smarter, not harder
You don’t need to reinvent the wheel or do it alone when it comes to link building. Rely on the age old wisdom of solid relationships and integrity and your long-term SEO strategy will be greatly enhanced.
Remember that behind every screen is a real human being. Your priority should be to connect with them rather than appeal to an algorithm. Algorithms are always changing to be closer to the human experience. By staying focused on your audience, you’ll always be one step ahead of the curve.