Link building

The periodic table of bonding

As a small business owner or marketer, you won’t be surprised to learn that your website has a better chance of ranking well in search engines based on a quartet of SEO factors: links back, technical, mobile and content. When all four are used effectively, your website will fire on all cylinders. In this article, we’ll discuss the importance of one of those ranking factors, backlinks, and why it’s not how many you build, but how you go about acquiring them that matters.

I turn to a visual guide to break down the vital components of link building through the most commonly adopted techniques. The periodic table of link acquisition for SEO is a digital marketing resource for educating people working in the industry on the value of different layers of link building tactics. I have divided the layers into three, categorized here as link begging, link building, and link earning.

How should you decide which tactics to allocate time and resources to for maximum impact? There are many ways to solve this problem, and a good place to start is to know what Google expects from marketers in 2017.

Overview of Link Earning Tactics for SEO

The term “earning links” was publicly invented in 2012 by Rand Fishkin. Once the phrase found mainstream SEO appeal, others followed with best practice guides and ways to transition from the old school of thought to the new. Simply put, it follows the precedent set by Google for a higher caliber of information on the web and a distance from the spammy behavior of the past. It’s talked about in the same circles as content marketing and inbound marketing, as all three strive for great content and storytelling. High-ranking content has the greatest impact when paired with a razor-sharp promotional strategy, which is why earning links relies heavily on building relationships with high-ranking people. This presents a very natural way for a brand to acquire links but also capitalize on referral traffic and user engagement through the backlink route. The chart above encourages the following tactics for earning links:

  • Collaboration with partners
  • Influencer collaboration
  • Blogger collaboration
  • Pedagogical collaboration
  • Non-profit collaboration
  • Website Citations
  • Social
  • Communities
  • Interactive
  • Paternity
  • Newsjacking

Overview of Link Building Tactics for SEO

Link building remains a fundamental part of SEO success. This is a general term including older and more traditional methods as well as the more technically sound approach to building a backlink profile. Content marketing experts may insist that link building is dying out, but those from an algorithmic perspective will argue for the benefits of being practical on links, regardless of size or quality. poor. Take the example of listing a business profile in all the appropriate local directories – this may not compete with producing 10x content for mass media, but it can be a smooth gateway to conversions and prospects depending on the context. Fixing broken links and boosting the number of links from page to page can also help strengthen a website’s link framework while complementing the larger content-driven activity.

The table above highlights the following tactics for link building:

  • Local directories
  • Local News
  • Local job portals
  • Local Forums
  • Broken links
  • Interconnecting pages

Introducing Link Begging Tactics for SEO

The web is by no means an environment free of obscure tactics and despite Google’s push for change, there will always be an underbelly of backward hat activity. We refer to link schemes as a way to stack a link profile and increase keyword visibility through the SERPs. Such tactics were once a force to be reckoned with and widely accepted on merit. Paying for links is no longer something to be proud of, and Google does not reward it in any way. Links built at scale that have been paid for will likely be discounted entirely as SEO signals.

The table above denounces the following tactics as link begging:

  • Paid competitions
  • Scholarships paid
  • Paid Infomercials
  • Paid Blogs
  • Text links

The tips for building links in 2017 should be taken as advice and used where appropriate, as no two websites can have identical goals or objectives. It’s always wise to take note of other people in your industry on what tactics work well for them and ask the link building communities what pitfalls to avoid for more success.