Effective
strategy for startup link building
This article is about
Getting
links is difficult, especially for newly launched websites. Here are some
winning strategies for effective link building
In
the current job market, 90% of startups go bankrupt and are forced to close
their doors, as Forbes magazine reveals in a recent socio-economic analysis.
This may seem like a dramatic scenario for anyone preparing to enter the world
of startups, but in reality it is an opportunity to reflect on the winning
strategies and techniques that can be used to achieve business success.
It
is well known that brands' performances are closely connected to their image
and reputation on the Internet. For this, identifying some winning tricks to
improve online visibility can solve many problems in the performance of
startups. So let's rely on the advice of web marketing experts, coming directly
from the SEMrush international blog, to understand what to do.
In this article:
· Building Effective Links Please Startup Success
How to build a link network from scratch?
Tips for building links with limited resources and time
available
General SEO principles
Who can acquire paid links?
How to get links from authoritative domains without paying for
them
An effective process for requesting links
The right type of link anchoring
Building links through infographics and videos
Here's
how to start acquiring links with your new website
Building
effective links please startup success
Being
visible on the web means appearing on the first page of results (SERP, Search
Engine Results Page) provided by the most popular search engines, such as
Google. In fact, the vast majority of users, to be exact 75% according to data
collected by the blog Search Engine Journal, stop on the first page.
There
are several SEO strategies to increase your visibility and scale SERPs.
However, starting a startup implies that you will have to manage the business
with a very limited amount of resources, therefore it is necessary to identify
techniques that have a favorable quality-price ratio.
What
is an SEO strategy to make your company website appear effectively on the first
page of Google? How can you promote your startup quickly and economically
advantageous even with few resources available? The answer is the Link
Building.
An
important opportunity for reflection on the topic was the online seminar held
by entrepreneur Jon Quinton, founder of the digital consultancy portal
Overdrive Digital and great expert in the field of Link Building. The SEMrush
blog took advantage of this opportunity to ask him some questions, so as to
learn the tricks of the trade from a true professional. During his conference,
Jon unveiled some of the strategies he used to be successful in the startup sector,
and illustrated his personal vision on the Link Building theme.
Summarizing
his words, according to Jon the recipe for building a successful link network,
if you manage a reality just launched on the market, is composed of:
·
Identification of fast solutions
·
Verification of mentions without existing links
on external websites
·
Building long-lasting business relationships,
intensifying collaboration with existing partners
·
Analysis of competitors' behavior with the help
of industry platforms and tools
·
Identification of web domains that mention the
competition, but do not insert direct links to their website.
Of
the many questions SEMrush asked Jon to go deeper into the Link Building topic,
some are particularly interesting for anyone who wants to successfully promote
their startup website. Here are his answers and his most illuminating comments,
to be used as a handbook to be successful in SEO optimization of your company
website.
How to build a network of links from
scratch?
Where
do you start? This is one of the most frequently asked questions that anyone
who is preparing to create for the first time a series of inbound links to
their website. Who has no previous skills, which path must follow to recover
the gap with the competition? Starting from scratch can seem frightening and
discouraging, and many find it difficult to understand which strategies to
choose to get started. So here is that Jon Quinton revealed his opinion on
this, retracing the early stages of his career to show his personal experience.
According
to Jon, an extremely useful exercise is writing down a list of ideas, writing
down all the strategies that are believed to be done fairly quickly. The focus
in this phase must be the speed and certainty of concluding the operation,
therefore it is appropriate to focus on techniques that are considered feasible
in the short term without complications. For example, you can focus on business
relationships already built in a solid way to see if these allow us to acquire
a link quickly.
Another
possibility is the estimation of new relationship opportunities with other
partners, by performing rapid PR operations. Otherwise, the choices and
practices adopted by competitors can be analyzed in order to extrapolate and
copy some winning techniques to take advantage of them. Carrying out this
process of reflection on the strategies that can be implemented in the
immediate future is fundamental to establish which of the innumerable paths
that can be followed is the most suitable to start with.
Tips for building links with few resources
and time available
When
it is decided where to start the Link Building process, the strategies devised
begin to be put into practice. Since those who start a startup must try to
limit costs and implementation times to a minimum, Jon Quinton responds to the
needs of those who want to build links even if they have limited financial
resources and time available. According to Jon, all overly complicated ideas,
such as those requiring long content processing, should be discarded.
Jon believes
there is always some opportunity to build a handful of links quickly without
requiring any type of textual content. Otherwise, if you decide that the
creation of content is essential for the company, you should still focus on
texts, posts and topics that can be developed in the shortest time possible,
while taking care of the readability and quality so that users want advise and
share them. Getting the maximum result with the least effort, that's the key.
To
give a concrete example, Jon remembers the personal experiences that allowed
him to collect some links quickly. A noteworthy episode in his career has been
the recording of some interviews with influential people and listed in the
sector, content that he then advertised on social networks. In this way, he
created unique and truly interesting texts for other Internet users, without
incurring expensive costs or geological times: all that was needed was a
half-hour conversation on the phone and the transcription of the recording.
In
order to optimize efforts, Jon recommends evaluating which aspects of his Link
Building can be delegated to external resources. Outsource the realization of
some particularly long or demanding Link Building strategies is an economically
advantageous choice that will give substantial help to reduce expectations and
the consumption of company energy. For example, building a list of contacts to
execute an
SEO services strategy
can take a significant amount of time, therefore outsourcing this operation is
a positive choice to start benefiting the competition, at the price of a
contained expense.
General SEO principles
One
of the questions most requested by Link Building novices concerns the general
principles behind SEO processes. What are the basic rules that define the
overall SEO process? Jon Quinton replies that in his career he has met a number
of principles confirmed true over time. One of the most obvious principles is
having a full understanding of the keywords to target with SEO strategies, as
well as making sure that the website is easily accessible and index able by
search engines.
In
general, Jon says that the first step is to put the website in order,
optimizing the architecture of the pages and information, i.e. implementing the
SEO On Page strategies first. Only later will the concentration on site
promotion be moved through the creation of content and the Link Building.
In
fact, Jon recalls that the key rule is only one: if the foundation of the website
is not solid, its maximum traffic and profit potential will never be reached,
it does not matter how many links are built.
Who can acquire paid links?
Many
users wonder if it is profitable to buy paid links to strengthen the Link
Building, if it is an unnecessarily expensive practice, or if it is even a
choice that risks discrediting the image of the website. There are many
conflicting opinions on this matter, and Jon Quinton also provided his views on
the matter
According
to Jon, getting paid links in the right way, without risking future
repercussions, has now become particularly difficult compared to the past. This
is because Google and the other search engines carry out more and more accurate
checks on the nature of the links, on the type of pages on which they are
inserted, and on the actual genuineness of their insertion into the contents.
Only links that pass the checks and are spontaneous and natural are taken into
account positively for the increase in the ranking of the website. The others
risk being useless or harmful, for example if you make the mistake of inserting
the link in a web portal on Google's blacklist.
Jon
recommends building genuine long-term links rather than relying on paid ones,
not because there are moral reasons that make paid links worse than free ones,
but because in principle it is easier and more profitable to build natural
links. Inserting paid links effectively requires having great analytical skills
and abilities, it cannot be a simplistic and impulsive choice. Furthermore, it
is not always clear which ones can be considered paid links and which are not.
Some links are part of a gray category of not very clear nature, for example
those included in the reviews of products or services offered to the reviewer
without receiving the corresponding payment in exchange.
In
principle, Jon suggests avoiding paid links unless there is absolute certainty
that the economic nature of the link cannot be discovered in any way. If this
is not possible, it is better to focus on other methods of obtaining links.
How
to get links from authoritative domains without paying for them
If
paying for links isn't always a viable option without the right skills, then
other avenues are required. Many users are therefore displaced, unable to find
an alternative to buying links. How can you get links from very authoritative
and popular web portals in the sector without paying for them? According to Jon
Quinton, the secret is to think like a PR and get to understand what
journalists and editors are looking for who work on the websites they aspire to
be mentioned.
Obtaining
authoritative links is essential for a correct Link Building strategy. In fact,
it is the reliability and fame of the website where the link is placed that
will be reflected in the success of your website, much more than the total
number of links. Having many links from low or low reputation web portals will
bring little advantages, while a single link strategically placed on an
important sector page can make a huge difference in the incoming traffic and in
the ranking of the site mentioned. The logic of Google and the other search
engines is the same applied in the academic field: not all mentions have the
same weight without distinction, only those included in authoritative pages
really have value.
Jon's
approach to getting links correctly is to focus on the individual merit of the
article being offered. If the quality of the content is worth reading and the
attention of the users, then there will be no problems. Jon therefore
recommends changing the method of investing your money and time. The resources
invested in placing links must be reduced, and more must be invested in the
creation of noteworthy content, interesting enough to push a journalist or
columnist to spontaneously create a thematic article about it.
An
effective process for requesting links
Many
users are struggling to understand the correct process for proposing a backlink
to an external website, and which aspects should be taken into consideration
during promotion and collaboration proposals. Although there is an infinite
amount of information on the Internet about how to request and obtain backlinks
in general, and an equally large number of tools and tools are available
online, for many business website owners it is difficult to move from theory to
practice. Many wonder if there are any tricks to follow to overcome the
difficulties. What are the key points to keep in mind when asking for links?
Jon
Quinton knows perfectly the importance of building solid relationships with web
portals and external journalists, since much of his professional success
derives from the careful care of company relationships. The value of guest posts,
interviews, press releases and editorial articles, which contain strategically
positioned backlinks inside, is indisputable. But, as in any other
interpersonal relationship, it is at the level of approach and proposal that
problems may arise for startup owners looking for promotion.
There
are no secret formulas for making effective proposals and requests, says Jon,
but keeping some common sense principles in mind can be of great help. First of
all, if you are preparing to contact journalists or contact industry website
owners, you must necessarily consider what they want or expect. In other words,
it is essential to put yourself in their shoes to understand their point of
view, and thus formulate the best proposal.
When
trying to present and advertise their content to an editor, Jon recommends
taking a step back and doing a careful analysis to determine if the content in
question is suitable for the publisher. The stories and posts previously
published by journalists and the websites from which you would like to be
promoted must be checked and evaluated, so as to understand which actually make
pieces related to their own business sector.
We
will then ask ourselves what the sources and authors of the articles published
on the portals of interest are, which websites employ external resources and in
what quantity. A portal that does not publish content created by third parties,
such as guest posts and interviews, will hardly make an exception even in the
face of the proposal presented in the best way. It is therefore advisable to
discard this type of options and focus only on websites and publishers who
regularly make use of external collaborations for their content.
Before
launching into the collaboration proposal, Jon recalls that it is better to
have a solid relationship with the website or the journalist of reference.
Therefore, the methods to build a profitable relationship for both parties
prior to the proposal of contents will have to be weighed. What the startup
owner must ask is: what added value can my content provide to the manager of
the external web portal? If you are unable to identify any value offered by
your contribution, then the link request will certainly fail.
Finally,
regarding the practical drafting of the proposal for websites and publishers,
Jon recommends being clear and concise. Established journalists, bloggers and
web masters continuously receive a large number of collaborative proposals of
the same kind, so it is essential to be noticed and stand out in the mass in a
positive way. We will have to briefly explain the content we offer, trying to
be original and creative, we will have to highlight the potential of the
content and explicitly communicate what are the winning reasons why the offer
should be taken into consideration.
The right type of link anchor
One
of the main unknowns when trying to place a link on external websites is
anchoring. The type and text of the anchor is at the discretion of the owner of
the web portal, who may not always be willing to accept specific indications or
requests. If you want to have control over the anchor, you need to run for
cover and take immediate action. Users therefore wonder if a specific anchor
should be indicated or optimized directly at the time of submission of the
proposal to obtain the backlink, or if it is better to leave the anchor
entirely to the descriptions of the owner of the host website. Is it better to
allow the external site to decide how to show the backlink verbatim, or make a
specific request that could dissuade the recipient?
Jon
Quinton also shares these doubts, and admits that he has invested a great deal
of time and resources in managing Outreach's processes to ensure he gets the
best possible anchors. Lately, however, his approach has changed. Since Google
implemented Penguin, an algorithm to distinguish between virtuous and negative
promotional processes, Jon has decided to leave the hosting website owners
complete freedom in the matter of anchoring, so as to avoid any negative
repercussions on the ranking. Since the decision is shifted to an external
person, the result of this approach is a mix of diversified anchor texts, which
appear more natural and genuine in the eyes of Google.
Building links through infographics and
videos
The
new frontier of Link Building practices involves not only textual passages, but
also all-round multimedia content. To strengthen the presence on the web with
backlinks and mentions, more and more users are applying themselves in the
creation of content that includes images, animations and music, such as
infographics and videos. This type of content requires higher times and costs
than the production of ordinary mainly textual contents, since they require
skills in design and direction, as well as software specialized in image
editing and video editing. In many cases, implementing multimedia content has
proven very beneficial for Link Building,
In
this regard, Jon Quinton testifies that he has obtained very positive results
from the use of videos and infographics, confirming their effectiveness when
used correctly. Regarding the use, based on his experience it is advisable not
to implement infographics and videos impulsively, but first to reflect on how
they can enrich the company website. Before proceeding with the creation of
videos and infographic, we must consider the objectives that we want to achieve
with the new multimedia contents, and then what are the themes that will work
best in visual form. Only these reflections will allow to make a weighted
decision on the formats to implement.
Jon found
himself facing a similar situation during his job when he collaborated with a
yoga company. In that case, the company asked for his advice to perform a
complete analysis of the web marketing activity and formulate an effective
SEO NYC
strategy that could be followed continuously over time. In his analysis, Jon
paid particular attention to content, the real key in promoting an activity
like the one in question, and presented some ideas to improve its nature or the
impact received by users.
In
the reported case, making video content would have been absolutely appropriate
and effective. For example, the company could make a video with its teachers
and subscribers where to show the workouts actually carried out in class. He
could go as far as creating an entire repertoire of instructional videos with
which to teach people how to do yoga in the right way.
But in that context, an infographic would not
have been as efficient. How can dynamic actions be shown through static images?
It simply wouldn't have worked as well because it wasn't the right format for
the promoted service. Creating an infographic in an impulsive way would have
led to costs comparable to those of the video, but would not have been able to
communicate the message in an equally direct way, natural and engaging. The key
to understanding is therefore not in the abstract format in and of itself, but
in the way in which the format interacts with the company's offer and in the
characteristics that best adapt to the explanation of the message and the
corporate mission.
