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Top 5 B2B Link Building Strategies That Work



Cross-Channel Engagement Benchmarks for 2022


Similar to building business relationships, effective link-building strategies work. Only that with link-building, you get to improve your website ranking and drive traffic, rather than sign business cheques.

According to 92 percent of marketers, link building will remain an essential ranking factor in five years. Therefore, link building is a continuous and relentless process for any organization seeking online success. But you can’t be successful at link building if you’re using outdated strategies.

So, if you’re looking for a link-building strategy worth your time and effort, this post is for you. 

1. Write High-quality Guest Blogs

You can build brand awareness and backlinks to your website by publishing articles on other websites. 

However, when you write guest blogs, make sure they’re well-written, unique, and not promotional. They should be valuable to the audience you’re targeting. The first step in guest blogging is finding blogs that accept guest posts. You can do this in many ways:

Check out other blogs in your niche (or related niches) and see if they have a “Write for Us”, “Submit a Post” or “Guest Post” link in the navigation or footer.

Alternatively, use Google to search for phrases like:

  • Your topic + “Write for us.”
  • Your topic + “Guest Blogging Guidelines.”
  • Your topic + “Submit an Article.”

Your results should bring up a page (similar to the image below) with detailed guidelines on how to be a guest writer on that website. 

Additionally, tools like Ahrefs Content Explorer or Buzzsumo can help you find top-performing articles in your niche. Here are a few examples of queries you can use:

  • Buzzsumo: Most Shared Content in [Your Niche]
  • Ahrefs Content Explorer: Top Pages in [Your Niche] 

When writing these blog posts, corroborate bold claims and facts with data and statistics to show your posts are credible, unique, and original.

2. Create Linkable Assets

A linkable asset is any part of your website that can be linked. This could be a blog post, an infographic, a video, or an ebook. Most importantly, it should be something people naturally want to link to.

If you have nothing on your site that fits this description, create something! It’ll be worth the effort in the long run. Writing a well-crafted piece of content isn’t just about including a relevant keyword, but also creating one that is of high relevance and value to your market and industry.

Examples of link-worthy assets include:

  • How-to articles.
  • Statistics and trends.
  • Original research and studies that benefit your industry.
  • Case studies.
  • Infographics.
  • Evergreen content.

Mashable’s 2010 State of B2B Social Media Marketing infographic still serves as a valuable linkable asset, with blogs like Marketo linking to it years later. 

Image: Mashable

If you need inspiration, try looking at some of the most successful companies in your sector. See what types of content they offer on their websites or blogs. 

You can also turn to Google’s autocomplete tool or AnswerThePublic for ideas about what types of content could be helpful for your audience members. This can serve as a linkable asset for your website.

3. Replace Broken Links

Find broken website links in your industry. Reach out to them to offer a replacement article with a link to one of your high-quality assets. You can use an email finder to find the publisher’s or blog owners’ contact details.

The strategy should center on relevant keyword research. Furthermore, look for opportunities to create valuable content that will provide real value to another website’s audience.


To replace broken links, you’ll need to find them first. 

Here’s how to do this:

Use an SEO tool like SEMrush Backlink Audit tool to locate broken links. Select “Backlink Audit” to launch the tool and insert your domain. After the audit is complete, navigate to the targeted page tab. You can now see any backlinks that return errors on your website.

Image: SEMrush

Another way to do this is by checking resource pages because they are likely to contain broken links. After all, resource pages are filled with links that are easy to find. Use search operators in Google with relevant keywords relating to your niche:

  • Intitle:resources + “keyword”
  • Inurl: links + “keyword”

For example, if you were targeting an area about B2B marketing, use search operator with your relevant keyword: [Intitle:resources + “B2B Marketing.”]

Create a spreadsheet with the top ten resource pages you found for that search operator and the relevant keyword combination that you searched. 

After sorting out the list, it’s time to look for broken links on those pages. Use a tool like Check My Links for Chrome to crawl the page and identify broken links for you. Navigate to a page, click the Check My Links icon on your Chrome toolbar, and it will highlight all broken links in red.

Even though it may sound like a lot of work, finding one broken link and replacing it with your own can be an excellent way of boosting your search results and generating traffic to your site.

4. RoundUPS and Listicles

Another popular B2B link-building strategy is to round up a bunch of experts, influencers, or industry thought leaders and ask them all questions. Then, feature their answers in a blog post. 

Why? Because it creates expert, shareable content that is valuable to readers. Furthermore, it allows you to get expert opinions on trending matters from subject experts in your field. Their comments and insights can be a great addition to your article. 


Source: UnboundB2B

These individuals appreciate the exposure and are likely to share it with their followers and fans, making your roundup more likely to go viral.

Tools like Voila Nobert can help you find emails of thought leaders in your industry. Once you publish your article, email each featured person, letting them know your piece is live. Most will share it with their network, meaning links back to your website from theirs.

5. Social Media Links

B2B companies often use social media platforms like Facebook, LinkedIn, and Twitter to build relationships with their customers.

However, these platforms are also helpful in attracting more traffic, generating links, and growing sales. The strategy is simple — publish high-quality content on your social media accounts. 

You can get high-value social media links by:

  • Generating valuable content (infographics, photos, videos) for sharing on specific networks.
  • Targeting influencers with the most followers in your industry and sharing your content with them directly (not just to their followers).
  • Establishing relationships with industry influencers through Twitter chats, meetups, or roundups of experts in your niche.
  • Developing content with relevant keywords that appeal to a broad audience and encourage sharing (e.g., lists of tools, interviews, or guides).

HackerEarth, for instance, created a webinar on “how to create an effective social recruiting” on LinkedIn that appeals to a broad audience. An expert in recruiting is interviewed, and his advice is presented. This was an excellent opportunity to add new links and gain exposure through this expert’s network.

Relevant Keyword Infographic Social Media Links on ppchero

Source: HackerEarth LinkedIn 

The more followers you have who share your content, the greater the chances that they’ll post it to their networks. That said, encourage your followers to share your content with other relevant users. Once people share your content, you’ll increase your reach and earn more links.

Wrapping Up

There’s no magic solution for link building. And it isn’t always a simple task. What might work for others in your industry may not work for you.

You must put in the work to figure out what works best with your business. You do not need to be an expert in link building nor know everything about SEO. So, as you build your campaign, remember it’s all about building relationships that you can leverage for valuable backlinks. 


SEO is a long game, and most campaigns take anywhere from three months to a year before they see any serious results. However, following these five steps will ensure you have the right strategies to succeed with your B2B link-building objectives.


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How Can PPC Help Inform a Powerful Link-Building Strategy



How Can PPC Help Inform a Powerful Link-Building Strategy


If you’re just setting out to create a marketing strategy, then you may have read a lot about the power of link building, and how much it can supercharge an SEO campaign.

Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.

How to Succeed in PPC Marketing

Before we get into how you can leverage PPC findings for better link-building, let’s go over some of the fundamental principles of PPC marketing success…

Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.

Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.

Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.

Strategies to Follow When Building Quality Links

Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…


3 Main Link-Building Techniques to Use in 2022

1. Digital PR

Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them. 

This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.

2. Contributed Content / Guest Posts

Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites. 

“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”

3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links

Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it. 

In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it. 

Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort! 

How PPC Analytics Can Help Inform Your Strategy

For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.


Use PPC Data to Identify your Strongest Landing Pages

If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.

Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.

Use PPC Data as a Starting Point to Recycle Content

To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages. 

These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.

Look for Spikes in Demand to Inform Topical Content

Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content. 

Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.

In Conclusion 

This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy. 

We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success. 


Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.


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