Link building tactics for "boring pages" #INBOUND18
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Links still remain one of the most important search ranking factors. Yet, building links to content offers, product or pricing pages — all the “boring” pages of your website — is one hell of a challenge. If you manage to get it right though, you hit the jackpot: more brand awareness, more qualified organic traffic, more leads and customers for your business. It's time to learn how to leverage content and relationships to build links and get your money-pages to rank #1 in search results.
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Link building tactics for "boring pages" #INBOUND18
- 1. LINK BUILDING TACTICS FOR “BORING PAGES” I R I N A N I C A
- 2. 2 NICE TO MEET YOU! I ’ M I R I N A N I C A Ask be about: link building, traveling and my cat. Tweet me at @nicairinica with #INBOUND18 www.irinanica.com ex-SEOmonitor.com MSc Digital Marketing & Analytics SENIOR COMMUNITY & INFLUENCER RELATIONS MANAGER @HUBSPOT
- 3. twitter: @nicairinica #INBOUND18 https://imgur.com/gallery/lazCoCN
- 4. TODAY’S AGENDA I N B R I E F “BEHIND THE SCENES” LINK BUILDING TACTICS OUTREACH TEMPLATES twitter: @nicairinica #INBOUND18
- 5. +36,4 M LIVE BACKLINKS +1,3M new inbound links in just 30 days this summer we appear in Google Search Results for over 2,7M organic keywords. Source: http://yrbff.tumblr.com/post/122368168110/haters-gonna-hatetwitter: @nicairinica #INBOUND18
- 6. +2 M LIVE BACKLINKS twitter: @nicairinica #INBOUND18
- 7. THIS IS FAR MORE CHALLENGING Source: https://tenor.com/view/cat-typing-work-monday-type-gif-11198819twitter: @nicairinica #INBOUND18
- 8. G O O G L E D A T A S T U D I O R E P O R T twitter: @nicairinica #INBOUND18
- 9. THE CRM PAGE IS RANKING FOR 3500 MORE KEYWORDS S O U R C E : A H R E F S twitter: @nicairinica #INBOUND18
- 10. THE RESULTS IMPACT TRAFFIC TO PRODUCT PAGES twitter: @nicairinica #INBOUND18
- 11. "BUT DO LINKS STILL COUNT SO MUCH WHEN IT COMES TO <<BORING PAGES>>?" THINKING TO MYSELF, JAN 2018
- 13. SPEED OF “LINK BUILDING” MATTERS TOO twitter: @nicairinica #INBOUND18
- 14. LINK BUILDING TACTICS F O R “ B O R I N G P A G E S ” THE F.I.T.D. TECHNIQUE UNLINKED MENTIONS CONTENT PARTNERSHIPS Find articles with unlinked mentions of your site and contact the author to request for proper link attribution. See who is already linking to you and ask them to also link to the product page you’re now promoting. Find authoritative websites in your industry that would be a great source for new backlinks. twitter: @nicairinica #INBOUND18
- 15. TACTIC#1 CLAIM UNLINKED MENTIONS G R E A T F O R S M A L L - M E D I U M B U S I N E S S E S This tactic implies finding articles with unlinked mentions of our site, and then contacting the author to request for proper link attribution. COINED TERMS BRAND MENTIONS INTERVIEWS /PEOPLE twitter: @nicairinica #INBOUND18
- 16. DAILY MONITORING • Monitor your brand and product mentions and act quickly. LOOK FOR • People who love your brand (customers, partners, students etc.) • Good DA (> 25) • External links, but not too many • Follow links BRAND MENTIONS TECHNIQUE twitter: @nicairinica #INBOUND18
- 17. BRAND MENTIONS Hi [First Name], I’m X and I’m part of Y’s marketing team. I am reaching out to thank you for mentioning [brand name] in your recent blog post: link I noticed [customize] and I wanted to let you know I really appreciate it. Now, I have a quick favor to ask: I was wondering if you could add a link to [product name] (https://www.mywebsite.com) where you mention “anchor text”? I know you’re very busy so I really appreciate your time and effort. Thanks again for everything. Warm Regards, Irina Nica T E M P L A T E 45% SUCCESS RATE twitter: @nicairinica #INBOUND18
- 18. COINED TERM TECHNIQUE twitter: @nicairinica #INBOUND18
- 20. TACTIC#2 THE F.I.T.D. TECHNIQUE G R E A T F O R P R O D U C T P A G E S In essence, this tactic looks for linking opportunities by seeing who is already linking to you and asking them to ALSO link to the new page you’re now promoting e.g. a new product page. UPDATE OLD CONTENT BLOG FANS twitter: @nicairinica #INBOUND18
- 21. BLOG FANS F I N D P R O S P E C T S W H O A L R E A D Y L I N K T O Y O U twitter: @nicairinica #INBOUND18
- 22. BLOG FANS F I N D P R O S P E C T S W H O A L R E A D Y L I N K T O Y O U twitter: @nicairinica #INBOUND18
- 23. Hi [First Name] [introduction] I'm reaching out because I'd need your help for a bit of "spring cleaning". There is an article on your blog (link) that mentions [e.g. old product]. Our [new product] includes [benefits], and I believe your readers would benefit to know about the change. Given this, would you do me the favor of updating your article with -- [new product details] -- and include a link to our page: [www]? Thanks in advance. If there’s anything I can help you with, please let me know -- I’d be happy to return the favor. Best, Irina Nica UPDATE OLD CONTENT T E M P L A T E 56 AVG. DA 20% SUCCESS RATEtwitter: @nicairinica #INBOUND18
- 24. TACTIC#3 BUILD CONTENT PARTNERSHIPS G R E A T F O R S T A R T - U P S This tactic involved you investing more in content creation: finding the right topics and creating the content (and visuals) that others would love to include on their blog or magazines. twitter: @nicairinica #INBOUND18
- 25. CONTENT PARTNERSHIPS F I N D T H E R I G H T P U B L I C A T I O N S twitter: @nicairinica #INBOUND18
- 26. CONTENT PARTNERSHIPS F I N D T H E R I G H T P U B L I C A T I O N S NEGATIVE SIGNALS - Low Domain Authority - ”No-follow” tags on external links - Only link internally or to .edu .gov websites - They link to too many websites (and on “jucy” anchor texts” - Thorough editorial process and guidelines - They publish often - They have a good link/text ratio POSITIVE SIGNALS twitter: @nicairinica #INBOUND18
- 27. CONTENT PARTNERSHIPS F I N D T H E R I G H T P U B L I C A T I O N S NEGATIVE SIGNALS - Low Domain Authority - ”No-follow” tags on external links - Only link internally or to .edu .gov websites - They link to too many websites (and on “jucy” anchor texts” - Thorough editorial process and guidelines - They publish often - They have a good link/text ratio POSITIVE SIGNALS twitter: @nicairinica #INBOUND18
- 28. Hi [First Name] I’m X and I’m part of Y’s marketing team. I was wondering if your blogging team was looking for articles on [sales enablement]? My colleague [Ben Cotton], who’s leading [X program], has been working on some amazing projects, like [building a “sales-bot” to share resources quicker with the sales team]. His [result: sales bot is being used more than 300x/month]. Is something you’d like to cover on your blog? I’m sure [Ben Cotton] would love to write an article on this topic for you. Cheers, Irina Nica PITCH AND ARTICLE T E M P L A T E 60 AVG. DA twitter: @nicairinica #INBOUND18
- 29. 29 THANK YOU! P S : S L I D E S @ www.hubspot.com twitter: @nicairinica #INBOUND18
Editor's Notes
- Hi! My name is Irina and I really like cats.
- Even though I mostly do a lot of outreach for link building. Which brings me to what I want to talk about today.
- After this session, I’d be really happy if you’d leave with: a behind the scenes look at how HubSpot is looking at link building, three link building tactics you can use in your business and my outreach templates so you can start your own link building campaign as soon as you’re back in the office. So it’s going to be a very practical talk; we’ll keep a few minutes at the end for questions. But until then, let’s get started with the behind the scenes look.
- At HubSpot we’re fortunate enough to have an amazing content team and as a result a lot of people link back to us. Not to humble brag or anything, but we have about … million live backlinks according to Ahrefs. Last month alone we gained over 1,3M new inbound links to our entire domain. So when I say that my job is to build links, a lot of people imagine I live a pretty privileged life.
- But while that’s partially true … there are some specific challenges to my job and I think this is where we’re on the same page. Now, when we see a lot of backlink coming to our website, they are usually driven by our blog or other content-based pages. These pages get tons and tons of links every single day (screenshot from ahrefs ). While this happens with most of our content-driven pages…
- The product pages need a bit more help. And that’s where me and my colleagues come in. This is literally my spirit animal. Source: https://tenor.com/view/cat-typing-work-monday-type-gif-11198819
- So far we’ve built over 200 links to our free product pages this year.
- This has impacted our visibility in search engines. For example we now rank for 3500 more keyword with our CRM page than we did at the beginning of the year.
- Which has ultimately impacted the organic traffic to our product pages and the signups.
- To answer that question, I need you first to think of the opposite of that –“content” pages (blog posts, pillar pages etc.). To differentiate between such pages and rank them, Google can look at a multitude of factors: the actual content on the page, when it was last updated, (on click) how well it covers the topic compared to other similar pages etc. There are many way in which companies can differentiate themselves and the backlinks are a small piece of a bigger puzzle. With boring pages, thing are completely different. Most competitors have similar content on the page. Two CRM pages are highly similar in Google’s eyes. So backlinks become a more important ingredient in the recipe.
- Not only that, but we’ve noticed that in many cases there’s a correlation between rankings on competitive keywords and the speed with which competitors acquire new links.
- So without further ado, let’s get started with the tactics.
- Brand mentions: Find articles that mention your brand or product, but don’t already link back to your website. Coined terms: If you have any coined terms, make sure people who use them link back to you.
- The template can be adapted for the following tactics.
- Business Partners: co-marketing partners, affiliates, suppliers, integration partners.
- Make yourself available for interviews, send a “quote” with insights about your industry, or just provide great content (guest post).
- “Guest blogging for the sake of links is doomed… you need to care about people who give you those links. You need to think about relationships and building influence.”