“The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.”
There is a lot left out when it comes to the actual execution and planning, but it works as a guideline. The Internet is very competitive and the competition is only going to increase. Companies can’t gain a competitive edge by leaving link acquisition totally to the collective wisdom of the web. There needs to be a mix of efforts by internal resources as well as outside expertise. So how do you accomplish that?
A very productive link building strategy is leveraging SEO consultant’s expertise for the mechanics of content based link building in addition to gaining an understanding of how to leverage what corporate communications, PR, HR, Marketing, Sales and even Investor Relations are already doing that could result in relevant inbound links. A process of creating awareness, building value, training on link building mechanics and mechanisms for feedback on performance within a company can do wonders for link acquisition by leveraging existing content publishing and promotion activities. A few examples are:
Public Relations: Links can be included in press releases, an online newsroom, within email pitches to journalists and bloggers, pdf documents of case studies, media coverage and one of the best tips: When a journalist confirms they’re running a story citing your company, ASK FOR A LINK.
Human Resources: Job listings and open house events are good opportunities for links when promoted on aggregation sites for jobs and events. Optimize the job and event listing titles and always add a link back to an optimized web page for more information. In some cases, paid job listings will include a link, but one that gets redirected by ad tracking software. ASK FOR A LINK that is direct.
Marketing: Companies partner with other companies, join associations and often produce microsites, buy ads, sponsor events/conferences/causes and many other off-corporate-site communications. All of those present some type of link opportunity. For example, find email newsletters that are archived to the web and that include good links from the ad (and anchor text if possible) and sponsor them. You get visibility via email distribution and when the HTML version of the newsletter is published online, there’s a link back to your site. Charitable giving often involves a web site that lists donors. ASK FOR A LINK back.
Leveraging company communications, marketing resources and consultants that can train train client side departments how to leverage their current activities to earn citations online. The resulting links tend to be more valuable for driving traffic and for providing search engines with a signal with which to better rank your content.