“Link to my page, please & thank you…”
The Struggle and Success of Attaining Powerfully Relevant Links for Your Company’s Website
It’s not easy. Getting authoritative links to your site can have a much greater impact on your search rankings if the link is from a topically significant and powerful site rather than an overwhelmed directory or extraneous blog comment. If it were easy, informational sites would become flooded with a copious amount of spammy links, which in turn bring down the appearance and authority of these sites, making them less valuable to web users. So here is the problem at hand: how do you get powerful links from an authoritative site when your own site is still in its infancy?
You give your competition and powerful sites in your industry the incentive to link to your page.
Let’s say you own concrete business. The topic of concrete is one that would interest few outside of your industry. You’ve got this great optimized website, so now you want higher rankings and to increase your visibility to those in your industry. Regardless of the industry, the Internet is a competitive market, and there are a lot of marketing strategies that many businesses would employ that just simply don’t make sense for a concrete company. We can assume that our concrete competitors aren’t pouring hours and hours of time into a strong social media presence. Small construction company’s gain most of their business through loyal customers and word of mouth, so their online presence is focused more on reeling in the prospective customers that have already heard their name thrown around a few times. The next step is to think of what motivates concrete contractors, the issues that they face on a daily basis, what kind of information they want to know more of.
Remember that there is always a need for free information. The next step that I’m going to propose may not be right for every type of business, but creating a resource center that any internet user can access for free could be a very useful tactic in gaining powerful links to your site. Putting an informational resource center somewhere within your site gives people an incentive to go to your site for information that they would have had to pay for before. An information center with 10-20 pages filled with what people in your industry want to see and read will attract links from your competition and topically relevant sites with a lot of link power.
Consider the content you would incorporate on the resource center. If we actually take time to research the concrete industry, we learn about the effect that wet concrete has on workers’ boots and clothes, and how this issue costs many concrete businesses a lot of money. If clothes are easily ruined in this industry, why not give them out for free in return for a link? Think incentive: “Reprint this article or content or give a link to our resource center on your site and we will send your employees free t-shirts!”—that’s a sure way to gain a few links!
A promotion like this, one that is relative to an industry’s problems, is not only a way to give the subject attention but also a way to gain a ton of publicity. Put your logo on the shirt, but also think of putting something else on there that would make a competitor want to wear the shirt, like a funny saying or quote that relates to the industry. This is a very different approach to link building, but we’ve seen that after a few months, this is a sure way to gain one-way inbound links from topically relevant pages.
Link building is necessary to get to the top of the search ranking results; however, not all links are created equal. Staying simple and focused on your industry may be your company’s best route for link building.