Link Building Tips Any Marketer Can Do

Every time there’s a big shift in search engine optimization, you can hear the same chorus:

“Link building is dead!”

Sure, links aren’t quite as important as they used to be. By some estimates, there are now 200 ranking factors. There may be even more. Gone are the days when Google considered links an “editorial vote” instantly leading to higher trust.

Again and again, however, backlinks still come out at the top of ranking factors.

So, how can you get backlinks in 2018?

Let’s start with what you can’t do:

You Can’t Pay for Backlinks

This has been part of Google's guidelines since the start, but it deserves to be emphasized. You can’t give a site money to post a backlink, nor should you pay a third-party service solely to build backlinks for you. As for building links through a partner, quality is key. Speaking of which...

You Can’t Get Backlinks from Just Anyone

Well, you can, but they’re unlikely to get you very far. Google hasn’t shaken its love of links, but it is now particular about which links will help you rank. Established, highly authoritative websites provide much more potent links than new sites, or even well-regarded sites that cover main topics very different from the topic of your own site.

You Can’t Automate Link Building with Software

The less said about this, the better, really.

Most companies don’t have armies of link building specialists out there to constantly look for new ways to drive awareness of your website. A modern digital marketer needs to be able to handle it – all while staying fast and efficient.

Luckily, there are some methods that fit the bill.

What Will Work for Link Building in 2018 and Beyond?

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Of course, 2017 link building methods will continue to evolve in 2018. However, there are some clear winners when it comes to effective, ethical link building. The more you focus on these tactics, the easier it will be to build a healthy link portfolio.

1. Content Marketing

Content marketing is the leading way for marketers to contribute to link building. When you have lots of helpful, informative content, you’ll naturally attract organic traffic. Good content answers your prospects’ burning questions and helps them solve their problems more easily. However, even the best content needs backlinks directly to it to reach its full potential.

With that in mind, we go to ...

2. Influencer Marketing

Social media is powerful, but it’s much more effective when you can partner with someone who already has the following you want to tap into. The most potent influencers consistently send great content to their audience. By sharing content directly with influencers, you can tap their audience right away and on the long term if they decide to link back to your website.

3. Old-Fashioned Outreach

We call this “old-fashioned outreach” because it hasn’t really changed since all the way back when Google first hit the Web. Quite simply, you find the best sites in your niche and then you email the webmaster and ask to be included – no trading or payment involved, of course. “Link pages” have long seen their heyday come and go, but this still works in many niches.

4. Linking from Partners

A company’s business partners, including clients, suppliers, and even professional organizations, may well be willing to add your link to their website. This is not only quick and easy, but it also helps you get links that Google considers more relevant to your site. Those can pack a big punch, helping you economize and get better results from your precious link building time.

5. Podcast Interviews

Media coverage in your niche can come in all shapes and sizes, but odds are good there are dedicated blogs and podcasts for you to take advantage of. Small and mid-sized outlets can be very influential while still facing the crunch of needing lots of fresh content on a regular basis. Reach out to these players and a good backlink would be a natural perk of getting interviewed.

6. Guest Posting

Guest posting has waxed and waned in popularity, but it’s surging on a new wave of content marketing. Guest posting means just that: Writing a post that appears on someone else’s website, covering a topic of mutual interest to your audience and theirs. Since guest posts tend to be archived long-term, a backlink you earn this way will likely stick around for quite a while.

7. Infographics

Infographics are among the most popular content on the Web today. People love infographics for their unique power to give a completely new perspective on both the familiar and the bizarre. Naturally, infographics should be part of your content and social media strategy. Be sure each one has a contact email and site address so that viewers can follow it home.

Quality Over Quantity is the Key to Link Building for 2018

When all is said and done, link building is just as vital to your success now as it’s ever been. It might seem challenging or even confusing at first, but link building doesn’t have to be a chore. Use these seven methods and you can save time while getting even better links.

And don’t forget: Having analytics on all your Web properties is essential to getting mileage out of your link portfolio. Ideally, you should be attracting more links on a regular basis – but it’s especially crucial to replace any inbound links that disappear. Links can fade away due to changes in a site’s structure or simply shutting down, and only analytics will keep you informed.

Link building is worth it, so get out there and give it your best!