How do successful businesses get links to their websites?

Cheryl Luzet - 1 December 2016

If you are familiar with optimising your website to gain a high ranking in the search engines, then you will know that a great way to encourage Google to view your website as credible is to get some high-quality links pointing to the content on your site. The reason that such links can provide a boost to your search engine ranking is that a link from a high quality site can transfer valuable ‘link juice’ to your website. This means that Google recognises that a website that they view as authoritative is recommending your site – and therefore they take that to mean that your site must be credible too.

However, it’s not always easy to get the type of links that you need to help your company move up the search engine listings.  Whilst you could get a high number of low-quality links relatively quickly, this will not provide your site with the credibility that it needs. In fact it may actually end up damaging your search results due to the fact that Google will view lots of low-quality links as ‘spammy’ and may therefore categorise your site as a spam site too.

So, how do successful businesses get high-quality links to their sites and what can you learn from them? We’ll look at some of the great ways that they generate links and explore how this could benefit your business.

Build SEO into your PR and marketing campaigns

What we notice about the top firms is that they have very much built their search engine optimisation into their marketing plan as a whole. Rather than seeing SEO as a separate entity, it is fully integrated into the businesses’ marketing and PR campaigns. Reaching out to online influencers via great PR is a brilliant way to get natural links to your business, and getting your marketing campaign right means that you won’t even need to ask people to link to you – they will be so impressed that they will want to do it!

Target the most influential sites for your industry

When you are link-building, you need to make sure you target the sites that will work well for you. For example, if you are a clothes boutique then a link from a fashion blogger will be a lot more valuable to you than a link from a technology site. There are two reasons behind this. Firstly, the more relevant the site is, the more likely it is that your link will be clicked on by interested people who are eager to buy your product. Secondly, Google is very keen on links being relevant, and so if a company who has few connections to your industry links to your site it won’t have as much power and authority in the eyes of the search engines.

Blogs and editorial comments are some of the most linked-to content

Of course, when it comes to gaining high-quality links, content is always really important and it is interesting to note that, other than paid links and PR links, the most linked-to content is blog posts and editorial comment. Sites will want to link to articles that are useful and relevant to their readers, so it can be really important to provide interesting and inspiring blog posts and to add new content on a regular basis.

Link-building is a fine art but if you manage to get it right it can really pay dividends in terms of helping your website optimisation and seeing your website rise up the search engine rankings. Make sure that you consider SEO holistically as part of your marketing and PR campaigns, target the sites that will bring you the highest levels of authority and keep on creating interesting and relevant content such as blog posts. These tactics have been really successful for a number of top businesses and they can work for your company too!