19 Link Building Techniques & Strategies (That Work in 2021)
techniques that will help you land tons of new high qualitybacklinks so you can increase your rankings and traffic.In fact, I've used these exact techniques you're about tolearn to grow organic search traffic by 93%, 100%, andeven 254%.I'm Nathan Gotch the founder of Gotch SEO,which is where entrepreneurs come to learn how to getmore free traffic from search engines.And today, I'm going to show you my go to link buildingtechniques that will help you land amazingbacklinks in any niche.Any make sure you watch until the end,because we'll be sharing some proven outreach templatesyou can swipe and use for yourself.Let's jump in.(energetic instrumental music)So the first thing that you need to do is focus on tryingto grow your website authority without gettingany new backlinks.Now, I know that this may sound counterintuitive,but there are many actions you can take to growyour websites authority without needing any more backlinks.But before I show you what methods you can use,you need to first understand why we're even putting ineffort to acquire backlinks in the first place.So the main objectives of acquiring backlinks are toA, increase your individual keyword rankings,B, increase your organic search traffic,and C, to increase your overall website authority.And one other perk of acquiring quality backlinks isit can help you get relevant qualified referral traffic.But point C, which is grow your overall website authorityis the most important objective of link buildingin my opinion.Because when your website is more authoritative,it becomes easier to rank.That means you won't need as many backlinks to rank.And you can see proof of this when a website like Forbes,publishes a new article and ranks on the second or firstpage Google, without any backlinks at all.
This is the power of website authority.And since you don't need as many backlinks to rank,you will actually reduce your overall SEO cost overtime,because link building is one of the most capital and timeintensive parts of a SEO campaign.So with that said, I want to show you some techniquesyou can use, to grow your websites authority withoutneeding any new backlinks.So the first method is to fix redirect chains.A redirect chain occurs when a redirect isredirecting to a redirect.And the problem with this is that page B is actingas a buffer between page A and the final destinationwhich is page C.This technical issue is robbing page Cof it's potential authority.So to fix this,you need to 301 redirect page A to page C.And by fixing a redirect chain,you'll send authorityand link equity directly to the page that you want.And this is far more effective than making the linkequity pass through a buffer.Now here's how you can find redirect chains usingScreaming Frog SEO Spider.Open up Screaming Frog.Enter your domain and start the analysis.Then click on "Reports" in the navigation,and select "Redirect & Canonical Chains".The second method to grow your website authority isto fix 302 redirects.Now there is some debate on whether or not PageRank passesthrough 302 redirects.And for many years, SEO's including myself have alwaysstated that you should change 302's to 301's.This is still my stance.However, here's what Gary whose last name I won't try topronounce recently said,"30x redirects don't lose PageRank anymore".Now is Gary telling the truth?Probably, but I still don't think it's worth the risk.Because out of the 100's of SEO's audits,my team and I have conducted.I've only seen a few websites using 302's for their actualpurpose, which is a temporary redirect.That means that in most cases,302's are nothing more than accidental.So with that said,it's my personal preference to change 302's to 301'sif they aren't being used for the actual purpose.Now to find 302 redirects, just open up Screaming Frog andclick on the "Response Codes" tab.Click on the "Filter Dropdown".And select "Redirection 3XX".The third method you should useto grow your website authority is to leverage pagesthat have existing authority.This is particularly effective when you publish a new pageyou want to rank in google.That's because these internal linkswill send equity to the new page.Which will give it a nice authority boost out of the gate.So here's the process, I personally use.Open up Ahrefs.Enter your domain.And click on "Best Buy links" under pages.Then start going down the list adding internal linksto these pages where it makes sense.I also recommend tracking what anchor text you usedand the day you added the internal link.That way you can back track and quantify your actions.As far as anchor text,you should mainly use exact matchor partial match for your internal links.And I also recommend auditing yourexisting internal link anchor text,because many websites do not use internal links effectively.And my personal favorite way to audit internal anchors,to no surprise is to use Screaming Frog SEO Spider.All you need to do is click on "End links" at the bottomand you'll be able to see all the internal linkinginformation including the firn URL's and anchor text.Go through and optimize these for better performance.Once again, track your changes.The fourth method to grow your website authority isto reclaim lost link equity by fixing 404 errors.You can either use Google search console or Screaming FrogSEO Spider to find 404 errors.For Google search console, just go to the crawl section,click on "Crawl Errors" and select "Not found".To find 404's in Screaming Frog,just click on "Response Codes".Click the "Filter" dropdownand select "Climb Error 4XX".Then what you need to do is copy all of the 404 errors,open up Ahrefs.Click "More" in the navigation.Click "Batch Analysis".Enter your URL's and start the analysis.If you find 404 pages with existing backlinks,you should 301 redirect them to arelevant page on your site or to the home page if a relevantpage doesn't exist.The fifth method for growing your website authority,is to consolidate similar pages.One of the biggest SEO content mistakes is creating multipleassets around very similar keyword phrases.This is what leads to keyword cannibalizationand generally makes your SEO campaignharder than it needs to be.And that's when the Cake Technique comes into play.In short, the cake technique is the process of consolidatingsimilar content assets into a single mother asset.Going through this process has a wide aray of benefits.Such as number 1, Increased word count.Consolidating assets, will naturallyincrease your word count.Which is often correlated to better rankings in Google.Number two, deeper content.Spreading your knowledge across multiple post,usually produces thin content.Consolidating assets will produce the opposite affect.Number three, it eliminates keyword cannibalization issues.Keyword cannibalization which is when two or more pagestarget very similar keywords.Forces Google to choose, which one is best.So instead of taking a risk, you can just consolidate theseassets to eliminate that possibility altogether.Number four, it consolidates authority.You'll be 301 redirecting your other assets,which means your mother asset will inheritall existing backlinks.That will turn your mother assetinto an authoritative powerhouse.Number five, it makes content promotion much easier.It's easier to acquire backlinks to and to promote asingle content asset.Plus people are more likely to link to a super valuableand in depth resource then a fin content asset.So here are the steps to execute in the Cake Technique.First, identify content assets that are targeting thesame or closely related keywords.Second, decide what content asset is going to beyour "Mother" asset.Third, map out how you're going to combine these contentassets into a single piece of content.Fourth, consolidate the content.Fifth, 301 redirect the supporting assetsto your "Mother" asset.And sixth, annotate your actions in Google analyticsto measure the performance of your new asset.And I've personally used this exact technique with manyclients, and even on Gotch SEO.When I consolidated a few different assets around thetopic of backlinks.I had individual blog posts on What is aHigh Quality Backlink.How to Build Tier One Backlinks.How to Build Tier Two Backlinks.How to Build Tier Three Backlinks.And even how to earn backlinks.This is borderline keyword cannibalization,so I decided to consolidate them into a single assetwhich is now my backlinks guide.As a result Gotch SEO floats around number 1for the term backlinks.And we've grown this pages organic search traffic byalmost 300% since 2016.And now the final method I want to show youis to build an effective site architecture.Developing an intelligent site architecture is thesingle best way to get the most bang for your buckwhen it comes to link building.And my personal favorite architecture strategyis to use a Reverse Silo.Instead of trying to acquire backlinksto non linkable pages,such as homepage, category pages, product pages etc.The Reverse Silo is built to acquire backlinksto content rich pages.Now these maybe blog posts orindividual information driven pages.This is a more effective approach to link acquisitionbecause people are much more willing to link to a valuablepiece of information than a sales driven page.With that said, the ultimate goal of the Reverse Silo isto distribute link authority page rank from your contentassets to your sales driven pages via internal linking.And I believe this content centric approach is the safestway to grow your website authority.So now that you know what to doto grow your websites authority,let me show you my favorite method for acquiring backlinks,which is to create linkable assets.I use this simple three step approachfor creating these assets.Number one, I find linkable asset ideas from competitors.Number two, I create something betterthan what currently exists.Number three, I promote the linkable asset.Let's start with step one.So the first question iswhat is a Linkable Asset?A Linkable Asset is designed to attract backlinks.And the truth is some pages are simply not link worthy.And some examples include home pages, category pages,and product pages.Now sure, with some creativity it's possible to attractlinks to these types of pages.But in most cases, you'll need to create linkable assetsif you really want to accelerate your SEO performance.Ensured a linkable asset addsmassive value to your industry.It helps you earn backlinks in the long run.So how do you actually create a linkable asset?I'm going to walk you through how I would create a linkableasset for a local business because I believe this conceptcan be most confusing for local situations.So let's pretend I'm working on a local SEO campaignfor a St. Louis financial planner.And their primary objective is to rank for St. Louisfinancial planner.So the first step of this process is to create theabsolute best page targeting the keyword phraseSt. Louis financial planner.In most cases I would likely use their homepage,unless they have locations outside of the state.And after that page is developed.I would then begin the process of creating a linkable asset.Now the trick to accomplishing this on the local levelis to establish the idea, that the company is anauthority in their niche.And from that perspective, we can create contentthat adds value to the financial planning industryon both the local and national level.So my go to approach is to analyze competitors and seewhat's already worked.That way you don't even have to reinvent the wheel.What you want to do is just go to Google,enter a broad phrase.So in this case, I'll just search financial planning blogs.Let's start with plannerssearch.org.Copy their URL.Open up Ahrefs and paste the URL in the site explorer.After the analysis is complete, click on "Top Pages"under organic search.And the goal is to see what keywords have attractedthe most backlinks because then we can reach out tothese same sources with our linkable assets.And right away we see if there's a page wrecking for thekeyword phrase, when to retire.And the page has attracted, 12 linking root domains.Now, this is nothing super impressive.But that's a good sign, because it means there'sa lot of room for improvement.So just continue going through your competitors,and building your list of linkable asset ideas.Then all you need to do is startcreating your first linkable asset.Now the goal should be to create something that's totallydifferent and 10 X better than what's currently ranking.I recommend reading my SEO Content guide to learn more.I'll have a link below the video.After your linkable asset is created,it's time to start reaching out and trying to get backlinks.Since most of the methods I'm going to showyou require outreach.I'm now going to show you how to find email addressesand contact information.The first tool you should use is ViolaNorbert.Just enter the first and last name and the domain ofthe person you're trying to reach.In most cases, this tool will be more than enough.But if it doesn't find the contact info you need,then I recommend using hunter.io.Which is also super straight forward.Just log in and enter the domain you're targeting.If you don't find the right emails usingboth of these tools,you'll need to do a manual check.Look for authors, go to the contact page, or even checkthe who is information.And if there isn't a visible author on the page,you can check the source code.Just right click on the target page andclick "View Page Source"and search for author.You should be able to find an author.Now that you know how to find emails,it's also important to understand how to qualifyand prioritize link opportunities.You'll need to go through this qualification processI'm about to show you,once you've gathered all your link opportunities.There are four qualifiers you should use for prioritizinglink opportunities.First, how much brand recognition do you have?How well known is your company or the person whoseproducing your content asset?If you're relatively unknown, then you should focuson the lower hanging fruits.That's because super high quality opportunities requiremore relationship development.And that takes time, and if you rush it,you could hurt your chances of scoring links frompopular industry blogs in the future.The second qualifier is relevance.You're number one link building objective should beto get backlinks on websites that are relevant to yours.But don't take my word for it.Here's what a formal member of Google's search quality teamAndre Weyher said back in 2010."Now only this but take PR for example, getting a linkfrom a high PR page used to always be valuable.Today it's more the relevance of the site's themein regards to yours, relevance is the new PR".Now this quote is stating something very obvious.Your link acquisition efforts should beginwith the most relevant opportunities.But there's a problem with this approach.Getting 100% exact relevancy forevery single link is unrealistic.That's why I developed the relevancy pyramid frameworkfor prioritizing your link opportunities.And the idea is quite simple.There is a limited supply of100% relevant link opportunities.However, as you broaden your research,there will be many more opportunities to go after.So the key is to prioritize opportunities at the top ofthe pyramid since there the most relevant and then workyour way down the pyramid towardsthe less relevant opportunities.All you need to do is just assign each opportunity a scoreof one to five.With a score of one being the most relevant.The third qualifier is authority.The stronger the site, the better the results.And since Google doesn't update PageRank anymorefor the public, you have to rely on third party metrics.Now none of these third party tools are perfect,but they will do the job.I recommend you analyze opportunities usingall available options.And those include Ahrefs, Majestic and Open Site Explorer.Now the fourth qualifier is traffic.If you approach link acquisition with the intentionof driving traffic to your website.It changes your entire mindset.Your goal should be to get backlinks on websiteswith real traffic.Now this doesn't mean you'll get loads of referral traffic,but it's a good standard to have.And since you will never know the exact traffic dataof a site without seeing their analytics, you'll needto use SEMrush or Ahrefs.Now these are the four checks you can use to quicklyqualify and prioritize opportunities.But if you want to take it up another notch,you can also vet opportunities based on the actualquality of their link profile and their editorial standards.So now that you know how to find contact information andhow to qualify link opportunities.Let me show you how to actually find these opportunities.So the first way to promote your linkable assetis to reach out to the websitesthat have linked to your competitor.The best way to do this is to use Ahrefs.Open up Ahrefs.Click on the keyword "Explorer".Enter your keyword and then scroll downto the competitors section.Then export the link opportunities andqualify and prioritize the list.Then all you have to do is send a simple outreach emailsaying that you created something similar andexplain the contents unique selling proposition.Just articulate why the content is important, different,or better than what their linking too.I'll have a sample outreach template in thedescription below the video.Then you can swipe.Just remember that the goal of this strategy,isn't to try to persuade the website to replaceyour competitors link.The goal is to persuade them that your resourceis a good supplement to the contentand that it can add value to their audience.The next way to promote your linkable asset is toreach out to people you link to within the post.All you need to do is open up your publish content asset,and then install the data miner browser plugin.After it's installed, click it and under thepublic tab.There should be an option for generic recipe,get all links.If not, just search for it and then click "Run".Download the CSV and delete all the unnecessary rowsand then you'll have a nice list of prospects toreach out too.Like I said, I'll have a template in the descriptionthat you can use.The next method is to pitch your content assetto link roundups.The key to landing links on roundups is to build areputation for producing incredible content.That makes the process much easier.Once you've established that criteria.All you need to do is prospect for the link roundupsin your industry.Just go to Google and enter link roundup plus your keyword.And I'll share some different search strings below thisvideo as well.So in this case, I'll use link roundup plus finance.Then just use the data miner browser plugin to exportthe Google results.And like the other methods, you'll need to qualifythe opportunities and find contact information.I'll have a template for reaching out to link roundupopportunities in the description.The next step that you should use to promote yourlinkable asset is to look for resource pages.Resource pages are great for two reasons.First, if your resource is high quality, you canland a link pretty easily.And secondly, many resource pages are filledwith broken links.Which means you can use that as leverage.So here's what you need to do to find resource pages.Go to Google and enter keyword intitle' and then resources.In this case, I'll use finance intitle resources.I'll give you some more search strings belowthis video as well.Open up each opportunity and then I highlyrecommend installing the check my links plugin,because this will allow you to find broken linkson these pages.And once you've installed the plugins, run it and seeif these pages have any existing broken links.So in this case, there are no broken links.So you would just send a traditional out reach template,to get your content featured on this research page.On the other hand, if this page had broken links,you would need to use a slightly different outreachtemplate and I'll have one below for you.So those are a few of the methods you can use topromote your linkable asset, but now I want to showyou some of my favorite, non content dependentlink building techniques.The first method which is often overlooked,is to fix backlinks with redirect chains.In short, you're going to reach out to websitesthat have already linked to you and then ask if theycan change the link to your preferred URL.All you need to do is open Ahrefs.Enter your domain and click on "Backlinks".And then under backlink profile,click on the "Link Type" dropdownand select "With Redirect Chain".Then all you need to do is reach out to these websitesand ask if they can change the URL.The next method is, guest posting.Which is an old school method, but it'sstill super effective if you do it the right way.The key is to place your links within the body ofthe content as opposed to the author bio.To find these opportunities, open up Google orany other search engines like Bing, Yahoo or Duck Duck Go.And enter some simple search strings like your nicheplus write for us.Or your niche plus guest post.You can also find where your competitors have guest posted,by searching by plus their name minus a reductive query,their website.com.After you've built a nice list of guest posting prospects.You just need to qualify and prioritize them,find the contact information and then send them a pitch.I always recommend pitching three different topics andmake sure you do your research to make sure the topicshaven't been written on before.Or if they have been covered, make sure you'rebringing something new to the table.As I mentioned before, you should try to add links toyour content assets within the guest post.Like I did in this @ SEMrush guest postI wrote a few years ago.The next method is help a reporter out or HAROwhich isn't a new link acquisition tactic by any means.But it's super effective if you have theright system in place.The key is to focus on quality over quantity.Sending 100's of thin responseswon't generate great results.That's why you need to put a lot of thought intoyour responses and make sure you'reresponding to relevant opportunities.Here's an example of a HARO contribution I submittedfor customer think.Which has a domain rating of 78.Notice that my response isn't long,but I did take the time to craft what I believeto be a valuable responsible.The next link building strategy is relatively untappedand I call it the Merger Technique.But before I jump into the strategy,you first must understand what a merger actually is.Investopedia defines a merger as "The combining of twoor more companies, generally by offering the stockholdersof one company securities in the acquiring companyin exchange for the surrender of their stock."Now from a SEO perspective, when a merger occurs,the old brands website will get 301 redirectedto the acquiring companies website.In short, the merger technique is the process of 301redirecting a relevant domain, with a relevant link profile,to your website.The ultimate objective is to increaseyour websites authority because the stronger websitemakes ranking much easier.This strategy simply imitates the process of a big brandacquiring another business.And I came up with the name of this technique becausewe executed it with one of our clientswho acquires data centers across the United States.So every time they acquire a new data center,we would 301 redirect the acquire brand site,the most relevant page on their website.So for example, if they acquired a Dallas data center.We would redirect that website to theirDallas data center page.And within a year, we increased their organic search trafficby 256%.Although these results are awesome, I wanted to make sureit wasn't an isolated event.And that's why I implemented the same exact strategy,on GOTCH SEO and several other clients sites.For my site, I took an old marketing website and 301redirected it to a landing page on my website.That redirect pushed the target keyword,to the first page.I then did the same exact thing for a local websiteand grew it's organic search traffic by 425%.If you want an example outside of my own experiences,then I highly recommend that you take a look atNeil Patel's link profile.He's acquired a few different companies and merged themwith neilpatel.com.This has absolutely exploded his organic search traffic.So you get it.301 redirects work, but let's wait a second here.Not all 301 redirects work.That's why I didn't call this 301 redirect strategy.The key is to find extremely relevant businesses to acquire.These can either be expired domains or existing businesses.Let's start with expired domains.You can use a tool like DomCop, Expired Domains.net orFresh Drop to find and filter through thousands ofexpired domains. I have videos on my channel for all threeof these tools so make sure you check those out.Now finding expired domains is the easy part,but vetting them is where you need the most skill.This is incredibly important and not a step to take likely,because you don't want to redirect a toxic website to yours.You want to make sure it's of thehighest quality imaginable.So here's what you need to look forwhen vetting expired domains.Number one, the link profile.The domain should have high quality linksfrom relevant websites.Number two, the anchor text.The domain shouldn't have aggressive anchor text use.Meaning a high usage of keyword rich anchor texts.The ideal situation is to find domains,that predominantly have branded anchor text.Number three, the link stickability.Links are important, but making sure they actually stickis even more important.In general, links within the body of content, are morelikely to stick, but links and footers such as thoseyou see from web design companies or site wide blog rollingshave a low stickability potential.Another way to ensure that your links stick,is how you go about actuallyredirecting the acquired website.If possible, you should try to redirect individual pages,to the most relevant page on your site.This is far more affective then a full on site wideredirect to the home page.As far as link stickability and even effectiveness.Number four, the domain usage history.Use archive.org to see how the domain has been usedthroughout it's history.In an ideal situation, the domain would've only hadone owner and hasn't been used since it's expired.This simple process is what led me to acquireminternetmarketing.com which had many inboundmarketing relevant links, such as this one from hubspot.Now the vetting process for an existing inactive businessis nearly identical.The only difference is how you find these companies.For example, Brian Dean from backlinko just acquiredJohn Cooper's blog Point Blank SEO.This is a perfect example of a proper merger,because Point Blank SEO is hyper relevant to backlinkoand it has an incredible link profile.You need to dig through your industry and create alist of blogs or companies that aren't updating theirwebsite or maybe seem to not be doing too well.Just use simple search queries in Google likelist of topic blogs, or city niche companies.You'll need to do a lot of manual analysis to seehow active these blogs are.And one thing you can do is use the check my linksplugin to see if any of the blogs are dead whenyou're going through these list.Once you've identified some targetsand vetted their websites.All you need to do, is reach outengage their interest in acquisition.The next link building method is a slight iteration ofthe merger technique and I call it the White HatAlternative to PBNs.PBNs are still a very popular great outlink building method.But using them comes with substantial risk.That's why I developed this technique.In short, you're going to extract the links away fromthe expired domains and send them directly to yourwebsite, instead of having to build a risky PBNor even having to 301 redirect a website.So with that said, here's what you need to doto execute this strategy.Number one, find an expired domain witha relevant high-quality link profile.Number two, scrape its backlinks.Number three, qualify and prioritize the link opportunities.Number four, reach out and let the linkers know theyare linking to a dead resource and pitch a relevantcontent asset of yours that they can link to instead.Now to improve your success rate, you should suggesttwo to three quality resources including yours.If you're willing to put in more effort,you could also recreate the original contentwhich would substantially increase your success rate.Now this is obvious, but the content must be betterthan the original.And it needs to be relevant to your website.Now if you take this route, all you need to do is reach outand let the linker know about the newrevised piece of content.The next method is to leverage list of top blogs.I mentioned looking through a list of top blogs tofind merger opportunities, but these list are alsogenerally great link building opportunities as well.You just need to reach out and see if you can geton these list.It's as simple as that.Now obviously the pre requisite you'll need to have,is a quality blog.That means you need to be honest with yourselfand compare your blog with those that are actuallyon that list.If you feel that you're producing similar or bettercaliber work, then you should reach out to these lists.Now to find them, you can just put your competitor intoAhrefs and click on "Backlinks".Then just search top blogs in the search bar.You can also prospect in Google using search stringssuch as top or best niche blogs.I'll have a template you can use below this video.The next method is to land links on expert roundups.Expert roundups are definitely over played at this point,but there still an easy way to scorebacklinks on relevant blogs.Now I've become a lot more selective about the ones Ipersonally participate in,but if you're just starting out.You should take every opportunity you can get toget a quality backlink.One method you can use which is something I learnedfrom a friend and fellow SEO Garret Dane,is to reach out to expert roundups thathave already been published.This is a super easy way to score backlinks becausethese types of content assets are always seekingmore expert insights.Now the easiest way to find expert roundups is torun your competitor through Ahrefs,click on "Backlinks" and search expert roundupin the search bar.You can also use Google to find more expert roundupopportunities by using simple search strings like nicheplus expert roundup.The next link building technique requires your companyto have a figure head or a known expert.That's because you can score easy backlinks throughinterviews and podcasts.All you need to do is spend 30 to 60 minutes of your timeto score a high quality backlink and to get exposurefor your brand.It's a win win.Now you can find these opportunities using generalsearch queries like niche plus interview width oryou can find opportunities by searching forinterviews that your competitors have done by doinginterview plus competitor name minus their domain.Just reach out and pitch yourself for the interview.Now one thing to keep in mind is that you can landinterviews on marketing or business podcast,just by having unique result to share.The good news is you don't have to be guru.For example, you can be a HVAC company with an awesomegross story and land some great backlinks from interviews.Alright guys, so I hope this helped you learn a thing ortwo about the various link building techniquesthat I used at this point and all you need to do nowis just take action on what you've learned.And if you got value,please like and share this video because it couldhelp many others.Thank you so much for watchingand leave a comment below if you have anyquestions whatsoever because I respond toevery single one.I'll see y
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