Screenshot from Ahrefs content explorer tool

Gavin Hirst - Monday 28th January 2019


3 free* link building techniques [and how they can work for your business]

You’ve landed on this blog either a) because you’re interested in link building, b) because it said you can get something for free in the headline or c) because you are hoping for a quick, free an easy way to build links back to your site.

Well, the truth of it is, nothing ever comes for free. Hence the asterisk.

The techniques described in this blog won’t cost you anything in terms of tools. Everything mentioned in here can be done through the free versions of the various tools mentioned.

So what’s the cost I hear you say?

Well, like everything that revolves around link building – blood, sweat and tears. And in many cases, time. Your own time never comes for free. There is a cost associated with everything you do during your working day so whilst there may be no direct cost to your business, effective link building is going to take a lot of your time so be prepared for this when you go to your boss with some of these great tactics.

So, now the painful part is out of the way, let’s dive into some of these amazing tactics and take a look at how you can increase the number of quality links you can earn back to your website.

1.      Unlinked mentions

This is one of my favourites in the relatively ‘low hanging fruit’ basket for link building, especially if you are a medium to large brand. With tons of content created every day, it’s actually amazing how many times brands get mentioned in blogs, forums, answer sites etc. Many of these mentions are just that – a mention. No link back to the business.

Kerching!

There’s an opportunity right there.

You can use a couple of tools for rooting out these unlinked mentions. Google Alerts is a go-to for things like this. Simply type in your brand’s name (and related brand search queries) and Google will ping your inbox every time it’s mentioned online. If the mention is unlinked, reach out to the publisher and ask for a link.

Ahrefs’ Content explorer has the capability to search for a keyword or topic (in this case, your brand) across the web and will bring back a list of site where you are mentioned. Then carry out the same process as with Google Alerts. SEMrush offers a similar feature too.

Then there’s always Google itself. Enter your brand in quotation marks and trawl through the results to find unlinked mentions.

2.      Outdated Content

Perhaps one of the most under-utilised backlinking techniques is updating outdated content across the web. There is so much content out there that it can quickly get outdated and we know how much value Google places on fresh content.

So, how do you go about finding this outdated content? Well, it comes down to time once again. You need to identify the content you already have (especially if it is already performing well) and then carry out research around this topic and related topics. Check out the top ranking pages for these topics and see if there is anything that could be improved upon by linking to your own great resource.

The key to success is adding value. Let’s say you’re in the travel and tourism niche and you have some really great blog content on ‘the best things to do in Auckland’. There are heaps of blogs and articles that cover this topic so take a look and see if any of them are out of date. New things to do are popping up in Auckland all the time. Make sure you have the most up-to-date resource for this topic and outreach to those sites that have out-of-date content to let them know and to see if they would be interested in linking to your content as part of updating their own.

You could even suggest some helpful edits to their piece of content that then links out to your own piece of content.

Cyrus Shepard, Founder at Zyppy suggests that content around the area of data, statistics, studies and trends are often good ones to target for updates “These types of content are often tied to specific dates, e.g. ‘mobile coupon trends 2018’ and ‘consumer credit card behaviour survey 2016’.”

Bonus tip: as well as looking for topics where you have created content, try and look at content where your competitors appear and are linked. If you can find outdated content that links to your competitor’s site and update this with your own, up-to-date, highly valuable content, you have the potential for a double winner if you can take the link and remove a competitors.

3.      Featured Bloggers and Industry Experts

A third and final favourite of mine is to create a post that links out to experts and bloggers in your field. Pick out those experts with the highest level of domain authority and the ones that share similar views to yourself.

Then all you need to do is create an ’11 experts have their say about X’ or an ’11 of the best x bloggers in New Zealand’ post which talks about that person, what makes them so good (you could even reach out for a quote from them) and then link back to their blog or website. Once you have compiled your post (it’s good to add images from their site into your own post), reach out to them and let them know about this resource you have created.

Take the time to really get to know and understand the content they are creating. Make sure you follow them on Twitter and other social platforms and try and engage with them before you outreach to them.

We find that most of these people will link back to your post, certainly through social media platforms but around 20-30% of the time, we can also secure a link back from their website – that’s a pretty good ratio for link outreach.

Bonus tip: If you are reaching out to bloggers specifically, create a badge that they can display on their website. People love the recognition so putting someone in a ‘Top Ten Travel Bloggers in New Zealand’ post is a big deal. You can set the badge up so it automatically links back to your post, helping to generate an even bigger success rate in terms of links back to your site.

Summary

There are lots of great tactics out there to help you generate backlinks to your site or to your clients’ sites. These are just three of my own personal favourites and three that I have seen a lot of success with. The one thing they all have in common though is that they all take time. You need to weigh up whether your time spent trying to acquire links is going to deliver an ROI. Make sure you are targeting high authority sites so that when you do get that link, it really helps to move the needle both in terms of the potential to drive traffic to your content and the potential to improve your domain authority.

Hopefully you find these three tips helpful. Backlinks are still a hugely important aspect of SEO so if you are struggling to move forward with your link building/acquisition, drop us a line and let’s see if we can help you to drive more traffic, improve your rankings and make more money!

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