Link building is slow, frustrating, time-consuming — but, above all — extremely effective for SEO.
Of the 200+ ranking factors Google takes into consideration, the quality and quantity of referring domains (backlinks) is one of the most important factors in Google’s algorithm.
It can be difficult to acquire legitimate white hat backlinks that are relevant, meaningful and of high quality. Establishing connections with others for backlinks can be especially tough without an intricate understanding of SEO. The two main reasons marketers have trouble with link building are:
- Lack of resource to create and promote fresh content
- Lack of time and knowledge to pitch and write guest posts
While content creation is the most traditional method of establishing connections and building backlinks, it can be time exhaustive and especially tough with little or no writing experience. Creating new content takes a considerable amount of time and effort. In order for it to provide any value, content needs to be strategically written to be both insightful and effective. It takes time, effort, and often the hard part is measuring the success of each piece.
Fortunately, there are a few other ways you can earn quality backlinks without churning out fresh content.
This article will be discussing three tried and proven link building tactics that you can use for outreach, without creating new content. All three techniques are white hat SEO approved, provide high quality results, and are sustainable link building solutions for outreach methods.
1. Existing Brand Mentions
If your business has been running for a few years, you’ll likely have already earned some positive brand mentions online. If you want a deep dive into the topic of brand mentions – we’ve covered it in depth here. For a brief overview – read on.
Some of these mentions may already be linking directly to your website, and some won’t. Fortunately, the ones that don’t already have links pointing to your website can be easily capitalised upon. After all, the someone else is already vouching for and endorsing your brand – all you need to do is claim it for your website.
Claiming existing brand mentions is a great way to acquire high-quality and relevant backlinks with little effort. They are easy to track, cost-effective, offer a high outreach response rate, and are relatively simple to earn.
With the most difficult aspect – earning your brand a mention on a third-party website – already taken care of, all that’s left to do is reach out and claim what’s yours.
How To Find Brand Mentions
There are a number of tools available that allow you to track brand mentions online. However, the easiest and most simple way to find brand mentions is to use Google’s enormous index of web pages and data. The following advanced search commands will allow you to find any relevant brand mentions on Google:
Mentions of your brand’s name:
- “Your Brand” -site:yoursite.com -press -release -site:facebook.com site:twitter.com
Mentions of any announcements your brand has made:
- “Brand Name” “announced” -site:yourwebsite.com -press -release
- “Brand Name” “launched” -site:yourwebsite.com -press -release
Unlinked quotes from your brand or company:
- “quote” “Brand Name” -site:yourwebsite.com –press -release
Once you’ve identified a brand mention that hasn’t been linked to your website, approach the website owner or webmaster. As is the case with most outreach methods, the best course of action for success is to personalise each email you send to prospective linkers.
As they have already positively mentioned your brand, ideally there will be a previously established connection with the website owner. In most cases, they will be more than happy to simply add a link in to their mention of your brand.
2. Broken Link Building
Broken links are links that send visitors to a website that no longer exists or has been moved with no redirect in place. Webmasters and websites owners openly despise broken links as they are known to have a negative SEO impact and contribute to a poor user experience.
However, a broken link is an opportunity for someone else to replace that link to a dead website, with a link to their own website.
The method is as simple as finding broken links that are relevant to your website, contacting the owner of the website, and asking them to replace the dead link with one to your related source.
Broken link building is completely white hat, legitimate, and allows you to build a relevant and high-quality backlink profile without creating fresh content.
This link building tactic provides a win-win situation for you and the website owner. By finding the broken link and informing the owner, you’re letting them know of a situation that may have negative impacts on their website. You’re helping them to improve their user experience, and also providing a solution – replacing the link.
By offering up your own relevant resources to replace the dead link, you’re giving them a quick fix to their problem. This way they get to avoid having to search for a replacement, and they have the benefit of fixing a problem they weren’t even aware of. This is a gesture that most webmasters will wholly appreciate.
Not only have you provided the other website with valuable assistance, but you also get the benefit of handpicking the websites that link back to yours. This gives you greater control over your backlink profile and provides your website with high-quality links with minimal effort.
How To Find Broken Links
The key to broken link building is finding dead links that are relevant to your website. There’s no point in obtaining a link from a website that has nothing to do with your company or brand. Here’s a step by step on finding broken links that are relevant to your existing content:
Step 1. Start With Relevant Keywords
Use Google to search for pages where your keywords are being used on prospective websites using this string of commands:
- “keyword” inurl:links
- “keyword” inurl:blog
- “keyword” inurl:usefulsites
Step 2. Narrow Down Results
Select the top 10 results from each keyword search and put the URLs through a backlink analysis tool such as Ahrefs. Ahrefs will assist you in finding any outgoing links from each URL that are broken or dead. If the link comes up with ‘404 not found’, you’ve found a broken link on the prospective page.
Step 3. Analyse Each Website
Once you’ve detected a list of websites with relevant and broken outgoing links, it’s time to examine and qualify each of them. Check that the website is a good fit for your backlink profile, the content aligns with yours, and that this will be a meaningful link. Check relevant metrics such as page authority, backlink profile and domain authority to get a sense of whether the link will be worth it. Narrow your results down further before proceeding to contact the website owners.
Step 4. Reach Out to Webmasters
Approach the webmaster or editor of the page about their dead link. Let them know that you’ve spotted the broken link and you have a solution to their problem. Be sure to note the relevancy of your resources and how it would be a good fit for the existing page.
3. Resource Page Link Building
Resource Page link building is not new to SEO. However, it remains one of the most prominent link building tactics in the SEO community. Resource page link building is the act of getting authority websites within your niche or industry to link to your website in their resources section.
How do you do this without creating fresh content?
By using some of your existing valuable, insightful and informative content.
Resource Pages are pages that have curated lists of links to external website. They are pages dedicated to providing helpful lists and resources for a particular topic. Resource page link building is the process of getting your website included on the page as one of the resources.
Resource back links are so powerful because when someone adds you to their resource page, they are essentially vouching for your content and saying, “this article provides valuable and important information”. Links from resource pages on authoritative sites make for an excellent backlink profile addition that will add credibility to your website and overall brand.
How To Find Resource Pages for Link Building
Finding resource pages relevant to your existing content is relatively easy. All you need to do is use a simple search command in Google to source related websites with a resource page.
- “your keyword” + inurl.links
Once you’ve found a few websites with the relevant keywords, begin the process of analysing each website to see if they can provide what you are after. Shortlist the best and most relevant websites by looking at their backlink profile, page authority, and domain authority.
Finally, it’s time to put your outreach methods to use. Contact the webmasters of the resource page and let them know that you have written some valuable and extensive articles on the given subject. If you genuinely believe their readers will find it useful, simply ask them to add a link to the article on the resources page.
Adding your link to their page will do the website owner no harm. In fact, when someone includes your link to their resource page, the addition of your link will improve their page. Resource pages are designed to link to further informative content on third party websites. And if your content really is a great fit for the topic, you’re doing them a favour by enhancing user experience with more valuable information.
Building a strong backlink profile is all about establishing great connections. Sure, fresh content is a massive player in link building game, however, there are ways to form these connections and find meaningful links without the process of content creation. If you have a large backlog of informative, valuable and insightful content, use these methods to leverage your existing pages to earn some high-quality backlinks to your website.
The way Google reads and interprets backlinks is constantly changing and evolving. The fact of the matter is, link building is one of the most important elements it takes into consideration. Every SEO campaign should have a thorough and high-impact link building strategy; however, keep in mind there are other ways to source and earn powerful backlinks than traditional methods. Need help with your SEO? Get in touch with one of our Sydney SEO Consultants to find out how SEO can help your business grow.