Search engine optimisation for content marketing is always evolving thanks to Google. Years past, small business marketing executives could litter their pages with specific keywords to rank higher on the search engine. Now, it’s quality, not quantity, that Google looks for when determining webpage popularity.
However, there are SEO methods that you can still apply to your website to rank high. One of these proven techniques is called backlinking.
What is Backlinking in Small Business Marketing?
A backlink is exactly what it sounds like: It’s a link back to a website. A backlink can occur either native to a website or on a different website that points to yours.
E.g., if you have a company blog, you can write text that you link back to your homepage. The best backlinks come from sites with high authority, as decided by Google.
If your backlink appears on a site with a lower ranking, it can hurt yours, and if you backlink to a page on your own site, it’s not going to be as effective as one from a high-ranking site.
Let’s look at how to work with backlinks on your company website, as well as how to gain them on high-ranking sites.
Content Marketing Backlinking on your own Website
To get the most out of this backlinking technique, you need to use the proper anchor text within your link. You should have your keyword in the anchor text but you don’t want it to be only your keyword. A few years ago you could have only your keyword. Today it will only help you rank high in the short term..
E.g., if your keyword is “blue shoes,” you shouldn’t just link to those two words. Instead, link a page to the anchor text, “this site is about blue shoes.”
Receiving Backlinks from other Sites
Gathering backlinks from high-authority websites can be awkward. You need to make sure that your link can provide value to another website’s visitors, as well as add to the quality of the website’s content.
While you can’t always control what anchor text another website will use for your company’s site, you can still pitch and hope for the best. The traditional way to do this is by placing by-lines or getting PR in prominent, well-read sites. This is not achievable for all brands, especially those without large PR budgets. Other effective approaches to obtaining backlinks are:-
- Get your company to write guest blogs for other websites and publications. Then, they can ask for permission to include a link back to your company’s site in the blog posts themselves.
- When announcing company news, send a press release to relevant websites and popular bloggers. Offer interviews with the appropriate company representatives, and show why your news will benefit readers of the website.
- If you have an email list or social media pages, you should always post your content on them. When your content features another company or an influencer, include links to their websites and accounts within your post. Then, they’ll promote your content link to their audiences.
- Target other influencers in your niche by signing up for industry-specific forums and posting your content on there. You can also join LinkedIn Groups relating to your business and share your latest content with other members.
- Research articles written about similar businesses within your industry and then, pitch the writers of these articles on your company’s news or products.
- Create valuable and sharable content like infographics and videos and pitch them to other blogs with overlapping audiences or interests to use in exchange for a link back.
More on Content Marketing Anchor Text
Whether you’re backlinking on your own page or aiming to have backlinks on an authoritative site, a few rules apply.
- While some companies worry about where the backlink appears on a site, it can go anywhere aside from the footer area.
- Your anchor text shouldn’t always be the same. While the “this site is about blue shoes” link may work on a few websites, you should use a variety of anchor text that links back to the same page.
- According to Web Marketing Today, if you have 100 backlinks floating around out there, and your main anchor text is “dentist Barnet,” your goal should be to get one “dentist Barnet” backlink on a high-ranking site about dentistry. Google is so trained that as long as your website is functioning properly, you can have only one backlink with that anchor text and still rank high. On the other hand, if Google detects keyword patterns, your website may be penalised and rank lower.
- When you’re backlinking, your efforts must appear to be natural. The best websites don’t rank high because they purchase backlinks, spam Google with hundreds of links containing the same anchor text, or produce content for the sake of getting their links out there. Instead, they focus on quality content, and linking and promotion second. If you do this, you’ll be on your way to ranking number one when users turn to Google.
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