Finding Sites For Linkbuilding Opportunities: 10 Relevant Strategies
2. Ten effective link building techniques
3. Replicating competitors' links
4. Guest posting
5. Skyscraper technique and linkbait content creation
6. Replacing broken links
7. Finding brand mentions without links
8. Placement in business listings
9. Adding pages to resource lists
10. Placement of crowd links
11. Mentions in social networks
12. Collaboration with influencers
What is Google's linkbuilding policy?
The saying "The more the better" does not apply to links. A link can be good or bad for an acceptor depending on the donor's industry, country, language, keywords, and other less obvious factors. Unfortunately, there is no standard formula for determining quality.
Linkbuilding is a powerful tool to either get your site to the top or downgrade its ranking with the wrong tactics. Therefore, the links you create should be as natural as possible.
Otherwise, Google may conclude that you are trying to manipulate its search algorithms and punish you. It's better to aim for fewer high-quality links than thousands of links that are of no value.
In this article, we will consider the current linkbuilding areas. Still, we will not go into details and mathematical models for calculating the return on investment in links — these topics deserve separate articles.
It is worth noting that the approaches listed below are more or less general and will agree with almost everything: personal pages, portals, corporate sites, SaaS, and even online stores.
If you run a blog or column dedicated to communication with the audience, the most effective linkbuilding strategies are open to you. Most described techniques work even for niches that require individual approaches, such as gambling, essays, crypts, medicine, etc.
Ten effective link building techniques
Replicating competitors' links
Disclaimer: if your competitors have links from any sources, this does not mean that they are of high quality. This method should be approached with caution if you have little experience in SEO and link building in particular.
That's all, let's move on to the details.
Preparation: who are my competitors?
Do you see Wikipedia and/or other information resources in the list of competing domains? That means your content contains many non-commercial informational keywords, which is not necessarily a bad thing. This can help attract new audiences and brand awareness. But in general, this is a call to analyze the content and, if necessary, adjust your content strategy.
This list of competitors contains the sites you share your search traffic with and found for the same (or similar) keywords.
By the way, in Serpstat, below the competitor review section, there is a domain comparison tool with which you can expand the semantics. It allows you to compare two or three sites simultaneously and find phrases for which competitors are shown, but not you.
If the list of found domains suits you, you can proceed to the next section. And if you think you must have other competitors in your search, include these "others" on your list of those from whom you can borrow linkbuilding sites. In most cases, it is enough to analyze competitors whom you have known well for a long time. But if you need to expand this list, the next section is for you.
Expanding the list of competitors: leader pages
This is easy to do with the Leader Pages report. It will display pages that rank better than others for analyzed and semantically related phrases in the top 100 Google. In addition, here you can also see the number of keys by which these pages are ranked (you can see their list directly by clicking on the number reflecting the amount), the volume of organic content received, and how many times they have been shared in FB.
Thus, you can expand your list for link replication and select those for the level of visibility you are striving for.
Competitors' rivals can become friends
You are only two clicks away from such analysis; just go to the "Competitors by URL" tab in the drop-down menu of the interface of the leader pages or the top by keyword.
Potential link donors
For this, Serpstat has a Backlink Analysis module. Let's briefly study it in more detail:
To find sources of links, you need to look at your favorite competitor and then all the rest, in descending order.
So what we see:
That is, we can estimate that to "catch up", we need a certain number of links with a certain SDR. Ideally, your links should rank higher. This, of course, is not the rule. If a young, high-quality site links to you, that's ok. But there shouldn't be too many such sites in relation to other referring domains.
Filter the list based on your desired Domain Authority score and traffic. And then examine the pages that link to your competitors: to which pages they link, whether it is an article, comment, image, or something else.
You can get to the interface with a list of referring pages by simply clicking on their number in front of each domain. Or filter the required domain (or several) in the inbound links tab. The screen below displays which pages of a particular site are linking to competitors, and to which of their pages.
With the help of Serpstat, you can even look at all competitors at the same time, more precisely, at a maximum of 100. But this is more than enough. This capability is provided by a Batch Analysis tool.
This is where the Link Intersection report helps you compare multiple domains and see common link sources.
Expanding the search with similar keywords
Obviously, you shouldn't stop there :)
Expand your donor list by keyword researching competitors. They are easy to find with the Keyword Analysis module.
Domain rank and traffic volume are essential factors in choosing donors. These and other valuable filters are found in almost every link analysis tool.
If you have doubts about indicators optimal for donor selection, refer to the documentation or knowledge bases of the tools you use. For example, Serpstat has a comprehensive knowledge base.
The second way to assess the "health" of potential donors is to study the parameters of several high-quality sites or sites from the top. This method is suitable if you have doubts about indicators that are calculated using complex formulas.
Here are some more signs by which it is easy to identify irrelevant sites:
For example, it can also be quality news resources with relevant headings or sites for entrepreneurs where you can organically link, telling their audience something about your business.
To promote the site for specific keywords, the method should be slightly adjusted, taking into account which page and keywords you need to bring to the top. One option is to collect semantics close to the query of interest and build up links from sites from the top for similar phrases.
We hope this section of the article gave recognition of what a competitor's link replication method is and how to collect a database of potential donors.
There are 9 more linkbuilding directions ahead, which will be no less useful for your site.
This option is based on sharing — creating unique, high-quality content, sharing experiences, research, statistics, infographics that can be included in the publication, etc. That is, you provide some value, contribute to the donor's content, and in return, you get a natural mention of your site.
Guest posting promotes SEO, increases visibility, and, in most cases, has a positive effect on brand awareness and generates valuable referral traffic. Moreover, it is thanks to this strategy that you are reading this post :)
How to find sites for guest posting
For example, here is what was found by the query "inurl: write-for-us + web development" for our topic:
Many sites provide potential contributors with content topics, but you can always offer your options, having previously studied the interests of their target audience.
Serpstat will help us with this again — the Leader Pages report mentioned in the previous chapter will help us see the pages with the biggest traffic.
In addition to the search method described above, no one forbids you to turn to sites of interest, even if they do not have a section dedicated to guest publications.
You can link to sites that you visit yourself, that have been recommended to you, reputable in your niche. Offer them several options for content topics that will interest their audience.
Skyscraper technique and linkbait content creation
Three stages of the skyscraper technique
The formula of link-generating content
But the good news is that research has found that some forms of content perform better than others. In particular, list posts are superior to other content formats.
The second thing to mention: when offering guest publishing options, in addition to exploring the popular pages of the site, ask if any trending topics fit its format.
This will dramatically increase your chances that your topic will be accepted. You can find popular topics using Google Trends, BuzzSumo, or even Twitter.
Ok, but what is linkbait content?
Let's give an example:
Stone Temple surveyed 1,000 people about their voice search habits.
But not everyone has the resources to create such studies, you might say, and you'd be perfectly right. This is an example of the highest quality, original linkbait. But everyone saw cool infographics that contained what everyone seemed to know already. Still, someone guessed to consolidate and visualize it, and at the same time get a lot of links.
In addition, as stated above, the method is similar to the skyscraper tactic: the key to linking is to create valuable content on trending topics, given the insights above. Only this time, you make this content for yourself and not for third-party sites.
Replacing broken links
The easiest way is to look for broken links to competitors. For this, the aforementioned Serpstat Link Analysis tool is suitable. It contains the "Lost backlinks" section, which shows a list of inactive anchors to the analyzed site.
Finding brand mentions without links
To do this, you need a brand mention monitoring tool. These include free services (such as Google Alerts) and paid tools (BrandMentions, Brand Analytics, and YouScan).
Placement in business listings
Among the must-have listings, one can distinguish Google My Business, Facebook Business, LinkedIn Pages, online maps (Google, Apple, Yandex, and so on).
More examples: TripAdvisor is suitable for several companies directly or indirectly related to tourism: hotels, restaurants, experience-related businesses — rafting, rock climbing, etc., and much more.
Please note that many listings have lost their relevance today, so it is essential to check the SEO parameters of the directory to which you want to add the site.
Adding pages to resource lists
If your site contains content that targets a specific set of people, try promoting it through various lists of valuable resources.
Also, suitable sites can be found using the search keywords "[subject] + useful links", "[subject] + resources".
Placement of crowd links
For example, Reddit, Quora, and StackOverflow are suitable crowd sites for the SECL Group. Each niche has its own sites, up to Facebook, where everyone can meet their target audience. Also, everyone should check their company for negative reviews and work them out.
Mentions in social networks
Don't forget that some business niches should concentrate on narrowly focused social networks: an online store can perform well on Pinterest or YouTube with the author's reviews of their products. Designers should create an account on Behance, and it's hard to imagine a developer without a page on GitHub.
Explore niche social media platforms for your industry, find out if your competitors are there, and decide whether to start an account.
The principles of linkbait content for social networks, in general, are the same as described in the corresponding chapter: useful infographics, fresh content on trending topics, sharing good content to be re-posted with a link to your page. If possible - don't be too strict and add emotions in the form of thematic professional memes.
Collaboration with influencers
For example, one post on LinkedIn brought many clients to one of our partners - it was published on the DevOps page of an engineer who works at Amazon.
If you have never worked with this traffic channel or worked unsuccessfully, it is worth taking the time to study in detail the advice from the gurus. The topic also deserves a separate article.
We use Buzzsumo (Twitter, Youtube, blogs), Socialblade (YouTube, Twitch, Facebook, Instagram, Twitter, TikTok, Trovo, Dailymotion, Mixer, DLive, StoryFire) and Followerwonk (Twitter).
If you don't know yet which strategy is right for you, try to select a few resources. Once you understand which ones work, you can start scaling.
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