The Three (yes 3) ways to build links.

I know I’m breaking a cardinal rule of lists, here (you’re supposed have more bullets then the last one of it’s kind),  but I don’t think I can take another 101…301…1001+ ways to build links articles.  No matter what, there always seems to be a duplicate and it usually goes something like this:

#11 Get links from Social Media Profiles
…
#66 Get a link from your LinkedIn profile.

Isn’t that the same thing?  In fact, if your list is more than 3 (that’s right: 3) you sir, have too many.

Let me back up for a second.  It’s not that a long list of social media sites that provide ‘do-follow’ links isn’t helpful.  But if that’s the way you look at link building, you might be missing the point of why links matter in the first place.

So instead, I’d like to talk about just three (very general) strategies that you can utilize to build links to your site.  They are:

• soliciting for links
• adding your links to online editable content
• developing (your own) content for links.

First up: Soliciting for Links!

I’ve spent the better part of the past three years contacting webmasters for links to client sites.  The only thing I can say for sure about it is: It sucks!  It’s hard, tedious work.  And while sometimes rewarding, it can be extremely frustrating, ESPECIALLY if the client’s site isn’t… well…ready.

Some different types of link solicitations include: networking for links, directory submissions, article submissions, link trading, begging, bartering, and yes: paying for links (tsk, tsk).  It’s almost as boring to talk about as it is to do, so the only advice I’ll give on this type of link building  is this: Listen to webmasters who say “no”.  More often than not, if someone refuses your link request, there’s a reason.  It’s also likely that same reason might be why a potential customer won’t buy from you.  So consider fixing it.

Next up: Editing pages for links.

This is probably the most misunderstood method of link building.  It’s generally done one of two ways: either by adding your link to an existing page, or creating a new page and adding your link there.  This usually includes a healthy dose of: blog commenting, wiki editing, social media links, links from profile pages, and placing links in forums.  A good 90% (if not more) of these links carry the dreaded “no-follow” tag (meaning they don’t count as a vote in Google’s eyes).  But in all honesty, this type of link building isn’t going to get you much traction in the SERPS even if you find every do-follow blog/wiki/forum on the internet.  That’s not to say it DOESN’T work, but sending a computer to spam blog comments is not a serious link building strategy. (thus: “crap hat”)

So why did it even make the list?  Because dropping links this way can be integral when used in conjunction with the other two link building strategies.

Here’s an example: You’ve developed a blog and you desperately need to get links to it.  Go out and find similar blogs and start commenting on their posts and joining in on the conversation (quick tip: make REAL comments).  Be sure to include a link back to your blog in the comment (even if it’s no-followed).  Sooner or later, some bloggers will notice you and start reading your blog and commenting there too.  If they like what they read, before you know it, they’ll start linking to you!  If not, don’t be afraid to send a polite e-mail asking for a link. (once you’ve developed some trust..)

And that brings us to the third and final method: content development

It’s unfortunate that this tends to be the most ignored method for building links, because I believe it’s the most important.  Why?  Because it’s the way google want’s you to build links.  But it isn’t easy, and it starts and ends with the content of your web site.

So how does one go about “building” links simply by changing the content of their site?  The term “link-bait” usually comes up in this conversation but this only covers part of the strategy.  Put simply, it refers to the addition of content specifically designed to attract backlinks.  But there’s more to it than just that.

What it sometimes comes down to is simple: Is your site ready for link building?  If not, you may find that your link-bait isn’t attracting any links.  Remember those “reasons for the no’s” I talked about?  Fix them.  Haven’t started link building?  Do some usability testing and ask for qualitative opinions from your testers.  You can’t make all the people happy all the time, but if 9 of 10 thought a design feature detracts from your credibility, you’ll be losing links AND customers.

So once your site is “ready” now what?  Developing useful, resourceful, and otherwise interesting content can (and will) attract natural backlinks.  What makes this part hard is the content must be WORTHY of links.  Your every day top 10 list (or top 3) article just won’t cut it…give your users something they can USE and you’ll not only get links from it, but you’ll convert users to customers as well.

And really: this is how Google intended for links to determine rankings.  That’s why my next series of posts are going to be dedicated to content strategies that work for building quality backlinks that Google WANTS you to build.

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Tagged as: linkbuilding, links