January 26, 2023

The writer’s views are fully his or her personal (excluding the unlikely occasion of hypnosis) and should not at all times replicate the views of Moz.

Welcome to 2023! Within the first Whiteboard Friday of the brand new yr, Paddy walks via three strategies to evolve your hyperlink constructing efforts — not reinventing the wheel, however by enhancing what you at the moment do.

infographic outlining Paddy's three methods for evolving your current link building efforts

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Video Transcription

Hello, Moz followers. Welcome to a different version of Whiteboard Friday. I am Paddy Moogan. I am the CEO of Aira. As we speak, we’ll speak about hyperlink constructing and evolve your hyperlink constructing to its subsequent part and to enhance what you do in the meanwhile.

So we’ll discuss via three strategies to enhance your hyperlink constructing and evolve it and enhance the outcomes you get for shoppers. 

1. Use the shopper journey to generate concepts

So firstly, primary, there’s a little bit of a difficulty typically with hyperlink constructing and the relevance of the content material that we produce for hyperlink constructing. So a method we are able to really enhance that and make our content material as related as potential is to make use of the shopper journey to generate hyperlink constructing concepts.

Now, there’s a number of other ways of enthusiastic about the shopper journey, totally different funnels, totally different methodologies. One factor we use at Aira for that is the notice, consideration, and choice phases, the place the shopper goes from being conscious of the issue, the ache factors, one thing they need to repair, then their choices and attempting to determine, “Okay, who ought to I select to unravel that drawback?”

After which, lastly, perhaps getting their bank card out, choosing up the cellphone, emailing, that form of stuff to really determine who they will go along with. Now, we are able to use this mannequin to really give you hyperlink constructing concepts. I will share how we do that at Aira. So there’s 4 pillars we are able to use to try to work out content material concepts which might be related to our clients. Firstly, we begin with the viewers themselves.

So who’re our viewers? Who’re we attempting to talk to? Who’re our splendid patrons for the services and products that we promote? In order that’s the place we begin. We then transfer on to the ache factors of our viewers. So what sorts of issues do they battle with? What sort of triggers can really make them begin to search for a product equivalent to yours or a service equivalent to yours?

After which thirdly, what options do you supply as a model or a web site to try to repair these ache factors for these clients and attempting to attach these issues collectively? Fourthly, what key phrases are you attempting to rank for? What are you attempting to rank for in Google? How does that join again to your service and your product? And what that permits you to do is to tie collectively these phases into precise rankings, precise key phrases that you simply’re attempting to enhance together with your hyperlink constructing and your content material.

The good factor about utilizing these 4 areas to try to give you content material concepts for hyperlink constructing is that it forces relevance. It is actually onerous to really do that. In case you stray too distant from it, you give you concepts that are not very related. So in the event you stick actually nearer to it, it’s kind of more durable. That is form of the purpose. What you are attempting to do right here is strike that stability between concepts that may get hyperlinks, but additionally content material concepts which might be very related to your viewers and who you are attempting to promote your merchandise or your companies to.

So try to use these 4 factors right here to give you your concepts, and ensure the concepts you give you are really related to your buyer and never simply being completed purely for hyperlink constructing. 

2. Transfer past campaigns

Second level, second factor we are able to do to evolve our hyperlink constructing is to maneuver past massive, shiny, interactive hyperlink constructing campaigns. Now, we have constructed a whole lot of those through the years at Aira. We’ll proceed to construct them.

I really like a great, shiny, interactive hero marketing campaign. However I consider there’s extra we are able to do in the case of content-led hyperlink constructing. So there’s 4 issues we are able to do right here. So firstly, try to make any campaigns, any content material that you simply give you evergreen. What I imply by that’s it should not be a begin and a cease marketing campaign, the place you launch a marketing campaign, do your outreach, after which overlook about it and transfer on to the following one.

Attempt to create concepts and campaigns that you may outreach and promote over and time and again. If you are able to do that, it continues to be related all year long, throughout a number of years. It is not only a one-off marketing campaign that you simply’re hoping will get hyperlinks earlier than you progress on to the following one. The second factor you are able to do is definitely to not cease the outreach. So most SEOs really will outreach a marketing campaign after which cease as soon as that marketing campaign is completed and transfer on to the following one.

What try to be attempting to do as a substitute is create campaigns that you may at all times outreach and at all times promote. So attempt to not cease your outreach, and what occurs over time is you construct up a number of campaigns, a number of content material items, and you find yourself with a pleasant, massive financial institution of content material that you may regularly outreach and get hyperlinks to. It is not relying upon one marketing campaign after one other to get hyperlinks. 

3. Purpose for hyperlinks you did not ask for

Third level we are able to do is to take a look at present content material.

So once more, if you’re enthusiastic about creating hyperlink constructing campaigns, the pure tendency is to think about one thing new, to consider, “Okay, what can we create that is model new, hasn’t been completed earlier than, fully new marketing campaign for a web site or a shopper?” Properly, really, that is completely nice, however there could also be some present content material on that web site that’s link-worthy. So be sure, if you begin working with a web site or a brand new model, take a look at what they have already, see which content material they have that could be link-worthy, might have gotten hyperlinks up to now, and try to outreach and promote that content material while you are constructing new campaigns.

This works rather well significantly for companies, as a result of if you’re launching a marketing campaign, it takes a little bit of time to give you concepts, do the manufacturing, do the design. While you are doing all of that, if you will discover present content material on that web site that’s link-worthy, you’ll be able to promote that and get hyperlinks to that while you are constructing the massive marketing campaign. And also you’re offsetting the danger there as effectively and getting hyperlinks within the quick time period in addition to the long run.

Fourthly, simplify your execution. Not each content material piece must be massive, shiny, interactive, full-page takeovers. It may be so simple as a weblog submit. It could possibly be a small, mini infographic. Strive to not fear an excessive amount of about massive, fancy executions. Let the concept lead the execution. And if that implies that you write only a very, quite simple weblog submit with a few pictures, perhaps a number of copy and bullet factors, that is completely nice.

If that is the easiest way to execute your thought, then that is what you need to go along with and never fear an excessive amount of about making one thing interactive or massive only for the sake of it. So thirdly, the third factor we are able to do to raise our hyperlink constructing is to intention for hyperlinks that you simply did not ask for. So quite a lot of the time with hyperlink constructing methods they depend upon outreach, and outreach means sending emails, attempting to get in contact with site owners and hyperlink prospects and get hyperlinks from them.

That is completely nice. We should always proceed doing that. However one place you need to try to get to is to create content material the place it naturally will get hyperlinks by itself. So you might effectively do outreach and get hyperlinks for that content material. However in addition to that, you are additionally getting individuals who hyperlink to that content material naturally, so you are not relying an excessive amount of simply on the outreach. Now there’s three examples right here of content material you’ll be able to create that truly will do that. Now the very first thing to recollect is definitely content material that ranks tends to get hyperlinks, as a result of when persons are doing analysis into totally different areas and attempting to jot down about sure industries, they might search for content material they will additionally hyperlink to.

So, for instance, when you’ve got a web page that is about statistics and tendencies in your business, and somebody is writing an article about your business and tendencies in 2022, in the event that they discover your content material, there is a good probability that they’ll hyperlink to it as effectively within the content material they’re producing. But when it ranks, they have extra probability of discovering it. The second space is long-form guides, actually in-depth, actually detailed content material. If you will discover some good subject concepts to jot down about within the long-form means, long-form guides are likely to rank for lots of long-tail and mid-tail key phrases.

Once more, if it ranks rather well, it’s totally detailed, very techy, this works rather well for very technical merchandise and really technical companies. In case you can create content material about your services or products that is fairly technical, it is received a great probability of rating effectively and in addition being referenced and linked to by different web sites. And thirdly, business stories. So really, we do that ourselves at Aira.

We produced a State of Hyperlink Constructing Report a number of months in the past. It is a report that will get referenced quite a bit by our business as a result of it is a typical within the business for hyperlink constructing and folks consider it once they’re writing their very own content material. So in your business, in the event you can create business benchmark stories, state of business stories, surveys, that form of stuff, that truly shares data and shares info with the business, it is simple for folks to reference that in their very own content material that they produce as effectively.

However once more, it must rank effectively for folks to search out it within the first place. So there’s 3 ways to really evolve your hyperlink constructing and attempt to elevate it to the following stage past campaigns, past outreach, and truly attempting to get hyperlinks that you simply did not ask for. In order that’s Whiteboard Friday for me. I am Paddy Moogan. In case you’ve received any questions, drop them into the feedback under. I will be completely happy to get again to you.

Video transcription by Speechpad.com