Linkbuilding: Strategies, actions and the most important tools

Linkbuilding: Strategies, actions and the most important tools

Good Linkbuilding  appeal to search engines and users. Building them requires care and creative solutions. Specialized agencies can do this – the website owners should not leave it to them completely. A close vote is recommended here, because the operator of a website can usually best judge which links are really worth it .

The link building strategy

In the meantime, we are talking about complex link management rather than simply linking up the link. In this second step, links are finally to be established, to which the company likes to stand and which create a real added value for the user. And the links should always be up-to-date, because the value of the individual links can change very quickly. Therefore, the cycle of analysis, plan and measures always begins anew.
Linkbuilding is not a pure SEO matter anymore. It is becoming increasingly important that the search engines work with other departments, for example with the PR department.

Link Opportunities

A list of meaningful or desired link opportunities should be created for the future linkbuilding strategy. This can, for example, contain the following categories:

  • Local Directories (,,
  • Maps (Google My Business, Apple Maps)
  • Manufacturers directory (about
  • Directory-specific directories
  • High-quality blogs / websites of partnerships / co-operations / customers
  • communities
  • News / PR
  • Social Influencer
  • Other relevant topic pages
  • Self-created content

Content Marketing for a better ranking

Content marketing is becoming an increasingly important factor in companies – also for the linkbuilding strategy. Linking to your own content can bring advantages in the ranking. With good content, a company can earn relatively easy links (link earning) if the content is recommended by links.
Depending on the industry in which a company operates, it can create manuals, white papers, contributions or infographics, as well as information on attending trade fairs and congresses. This content must then be strewn (content seeding), for example with newsletters.

The following properties must have content for Google to evaluate positively:

  • user-relevant
  • high-quality
  • credible
  • accessible
  • traceable

Content Marketing via Social Media

Content, which is created for social media, is gaining in importance. As a result, marketers have great potential through the use of different channels: videos, images and Twitter messages make corporate decision-makers more likely to identify with a brand than is the case with conventional press releases and whitepapers , In the B2B environment, the social networks Linkedin and Facebook as well as the Twitter short news service are particularly relevant.
In order to be visible to the network, to bind customers and to attract new customers, more and more companies are also using regularly updated blogs, which attract interested readers to the company web site and provide them with information about the goods or services offered. Similarly, the sending of newsletters, which – responsive and informative – can have a considerable influence on the decision-making process of the recipient. Whether it’s B2B or retailing with private consumers, high-quality content shared across the relevant social networks increases brand identity and, in addition to generating leads, ensures that customers remain connected to the vendor even after purchase.

Link building and monitoring

In the third step, the link building process involves the practical implementation of the previously developed strategy. How can the company actually build the planned links? There are tools that cover the entire content and link building process, such as Linkbird. They help, among other things, in the following procedures and measures:
  • Use unlinked existing mentions on other websites
  • BrokenLinks analyze and redirect or correct
  • Analyze competitor links and use them as inspiration

Through the link analysis, companies know on which web pages they are mentioned without being linked. It is often easy to extend these recommendations and to set up links. Sometimes a backlink leads to a no longer existent own bottom. Such broken links should be redirected or corrected.

In the case of the competitor links one should ask oneself: Are there websites to which all or many of them link? If you can place a link there, the linkpower has the indirect recommendation of your own competitors.
Each site operator should know and monitor his own competition. It is an important step in link building to understand why the competition has a better ranking and how to overtake it. Therefore, competition analysis should be an elementary pillar of the SEO strategy.
The missing link tool (MLT) is helpful for the link-building. It finds backlinks of the competitors, which one does not own. Then you can try to build these links as well. The tool also helps companies identify common top backlinks of their competitors, taking into account their own links.
When you create a new report, you first enter the URL of the page you are analyzing, and specify which competing pages you want to search. Afterwards, different SEO metrics are defined, on the basis of which the page is to be examined. Finally, the optimal minimal commonality is chosen. The higher the setting, the less results the report provides. Click on the “Start report” button to start the analysis. The results are presented in the form of a clear report.
Tools for competition analysis are very important to find out which is the right SEO competition strategy. These tools help to keep a step ahead of the competitors in the rankings. Anyone who has understood how the competitors came to their rankings knows what links to search for – and the search for new link sources can start.

Link management as a marketing process

Despite the increased effort that companies are currently using to build links, the evolution that Google’s penguin algorithm has launched since 2012 has been a good thing: the return to the old backlinks. The principle of “quality instead of quantity” promotes the honest acquisition of links and rewards them.
In companies, link management should be viewed as a marketing process. It requires constant thinking and must not be excluded from marketing, as is often practiced.
Companies should constantly build new links. Opportunities such as joint projects with partners, trade fairs, lectures and seminars should be recognized and used as link opportunities. Checking existing links is equally important. If this work has become a matter of course within the marketing process, the linkbuilding will pay off.
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