Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to build a great backlink portfolio.
Last week I talked about the importance of backlinks and how other people can use them to lower your SEO score without your knowledge. This week I’m going to talk about what you can do to build a backlink portfolio that helps your SEO.
Create Backlinks for Others
A couple weeks ago I talked about the importance of linking back to other sites in your own content. When you do that, you’re creating backlinks for those influencers (preferably beneficial backlinks, if you have all your SEO ducks in a row). Again, you’re adding value for your audience, demonstrating you have your finger on the pulse of the industry, and you might get the attention of the people to whose site you’re linking. That will help improve your brand’s visibility overall and help get you known as someone who really knows what they’re talking about.
Then there’s the old tit for tat. If you link back to someone else’s website and they like what they see on your site, they just might return the favor. Maybe you can even partner up with them to continue distributing each other’s content. As I said in my previous post, this not only increases your organic visibility and your SEO, it also provides value to your audience, making it a win/win/win.
That said, your outbound links should not all be to the same site because that gets predictable and boring after a while and it’s not the best way to add value to your content. Instead, work on curating content from several websites you like and trust and always be looking for new sources of information. Next week’s post will be about how to find the lesser-known content in your industry so you’re not linking back to the same sites as everyone else.
Write Great Content
Ideally, your content should be so awesome that people want you to share it without you telling them to share it. In order to do that, it has to provide value. There has to be something in your content that makes other people think they have to share it with their audience because it’s too valuable to not share. You can accomplish this by making sure your content is unique – i.e. don’t say the same thing everyone else is saying, and if you do, make sure to put your own spin on it.
It also needs to be engaging and easy to read. No one is going to link to something they had to pry their eyes open to finish.
The folks over at Top Rank Marketing have some more great tips for creating content that will boost your SEO and your backlink profile.
Clean Up Your Backlink Portfolio
Finally, as I mentioned last week, you’re going to get spam sites linking back to yours no matter what you do, especially as you gain prominence and visibility. The good news is that there are online tools available to help you clean up toxic backlinks.
That’s it for this week. Check back next week to learn how you can find quality, lesser-known content to curate. If you’re afraid you might forget, you can sign up for my newsletter at the top of this page to get it sent directly to your inbox. If you still have questions about content marketing, let’s chat.