4 Tactics for High-Quality Backlinks That Move the Needle [+ Examples]

Published

10 months ago

November 28, 2023

Many popular link building tactics produce low-quality links that don’t improve SEO performance.

Even if these techniques make an impact, it’s often for a short time, and Google can easily devalue them down the line.

Here are four tactics for building high-quality links that help you stay ahead of your competition, expose your brand to new audiences, and are less likely to be devalued in future algorithm updates.

Digital PR is the process of creating content that appeals to journalists and promoting it to them.

If they like the content, they’ll write a feature about it or include it in a piece they’re writing. This can land you many high-quality backlinks from big sites and news publications for free.

Examples

In the months following ChatGPT’s release, Fery Kaszoni and his team at Search Intelligence compiled statistics about Open AI’s popularity since launching ChatGPT and compared it to other popular platforms like Instagram and TikTok.

The result? 60+ free link placements, including mentions on Yahoo News (DR 92), The Wrap (DR 84), and Time magazine (DR 92).

A few examples of backlinks earned by a piece of content about Open AI’s popularity since launching ChatGPT

In another campaign, Fery and his team calculated how much money beloved video characters would earn in real life. This campaign earned 20+ free links including a DR89 link from British newspaper, The Daily Express.

Example of a high-DR like from Daily Express

How to do it

Successful Digital PR requires some creativity, but this is the process in a nutshell:

Find a trending topic
Create relevant newsworthy content around that topic
Tell journalists about it

For example, AI has been a major topic of conversation in all industries since it launched. Any new data or insights about it would go well in news cycles while it remains a topic of interest.

Once you have a topic, you need to come up with interesting content ideas that are relevant to your business.

This is the hard part. It’s really a case of brainstorming ideas until you land on something you think could be interesting.

For example, here are a few random content ideas for a company that sells furniture online:

Have AI refurnish rooms from popular TV shows in new styles.
Have AI design a new item of furniture, create it, and sell it.
Ask 100 interior designers if they’re worried about AI taking their jobs, share the data.

After you find your winning idea, create the content, give it an attention-grabbing headline, and write a press release about the most interesting insights.

Then, promote your content to journalists. You can try services like Roxhill or Muck Rack to find journalists who might be interested in your content.

You can also use a tool like Ahrefs’ Content Explorer to find sites that have recently published content about your topic and reach out to them.

Here’s how to do that:

Enter your topic into Content Explorer
Filter for pages published in the last 90 days
Filter for pages on DR70+ websites (big sites that you probably want links from)

For example, if we do this for the topic of “chatgpt,” we see thousands of well-known websites that have recently published about ChatGPT including Business Insider, Tech Republic, and Wired.

Finding websites that recently published about a topic with Content Explorer

Data journalism is a way of enhancing or creating newsworthy content by analyzing unique data sets. It can fall under digital PR, though it typically requires more detailed research.

This technique works because reporters love a good statistic they can either quote or write an opinion piece about. Be the source of such data, and you can earn many high-quality links anytime your data becomes relevant to trending news topics.

Examples

Data journalism can be quite simple. For example, in another case study from Search Intelligence, Fery’s team used Ahrefs’ Keywords Explorer as a data source for a cybersecurity PR campaign.

The study reveals the top UK banks where customers seek help with fraud, allowing journalists to report on which banks are more secure than others.

The data fuelling these insights is keyword search volume. That’s it.

Ahrefs' data that fuelled a cybersecurity PR campaign

This method doesn’t take very long, doesn’t need a data scientist and can very easily be replicated in other industries where search popularity can unearth interesting insights.

In another example (and perhaps one of our all time favorites), marketing firm Yard created a data study comparing the CO2 emissions of various celebrities and ranking the worst offenders.

Data study on the C02 emissions of celebrities

If you follow celebrity news, there’s no way you missed reports of Taylor Swift’s private jet emissions being among the highest compared to other celebrities.

Just a few of the thousands of posts about Taylor Swift's jet emissions following a successful data journalism campaign

Every single one of these news stories originated from the data study.

When the study was first released, it went viral and earned links from almost 2,000 referring domains within the first month.

But that’s not all.

This topic trended in news cycles again when rumours spread that Taylor Swift attended a Jets game to bury the original negative publicity about her private jet usage, earning Yard a well-deserved second round of links.

Google Trends data for "taylor swift jet"

Today, this post has 1,861 links from 1,155 referring domains, 77% of them are dofollow, and 38.4% are higher than DR 60.

DR distribution of backlinks to the celebrity C02 emissions content piece

Talk about drool-worthy results! That’s high-quality link building done right.

How to do it

Successful data journalism is similar to digital PR but relies on the intriguing, data-backed insights you can unearth.

In a nutshell, the process looks like this:

Find a data-driven content angle that gets links and media attention
Gather data to provide new or updated insights on the topic
Tell journalists about your findings

Start by considering “your money or your life” content angles that everyday folk care about. It’s easy to fall into the trap of thinking too narrow or pitching ideas only a small demographic may understand.

For instance, cybersecurity is not a sexy topic journalists or their readers will likely care about. There’s also not a high degree of literacy about the topic among the general population.

But everyone cares about whether their bank is secure and how safe their money is.

This concept needs no explanation and that’s exactly why data that helps answer the question “how safe is your bank?” worked exceptionally well as a link building tactic in the example above.

You can also use Content Explorer to gather more ideas like:

Evergreen yet stale topics that you can update with more recent data
Data you can visualize better or repurpose into a different content format
Trending angles in other industries you can apply to your industry

For example, on the topic of ChatGPT, we found Rand Fishkin’s post claiming usage has declined 29% between May and August 2023 and that 30% of its usage is by programmers.

Finding content ideas in Content Explorer

You don’t need original ideas to succeed. If you’ve got the data to back it up, you can easily take the angles of a “useage patterns” or “most popular audience segments” and apply them to popular tools in your industry.

Some decent data sources you can start with include:

Search data: Like Ahrefs’ Keywords Explorer for uncovering interesting search patterns.
Historical data: Like Google Trends for highlighting growth or decline patterns over time.
Scientific research: Like on Google Scholar or in specific research journals.
Public niche data: For instance, Yard’s study used the CelebrityJets Twitter page.
Proprietary data: From within your (or your client’s) organization.

When you find an interesting insight or pattern worth sharing, write a press release about it and share it with journalists who frequently report on the topic.

Statistics pages are curated lists of facts and figures in a particular industry. These pages attract evergreen links for as long as the statistics remain relevant.

It’s one of our favorite link building tactics. Here’s how we’ve used it quite successfully over the years.

Example

We first launched a detailed list of SEO statistics in 2020 and it has been naturally earning high-quality links ever since.

Backlinks over time to our SEO statistics page

Currently, the page has:

5,787 backlinks
2,282 referring domains
82% “dofollow” links
37.7% from DR 60+ websites

While we used some outreach techniques in the early days, most of the success has come from the page’s ability to maintain top position rankings for competitive keywords.

Do it right, and this tactic remains wildly effective for earning links naturally for many years.

How to do it

Start by entering a few broad topics related to your website into Ahrefs’ Keywords Explorer. For example, we might enter the following for Ahrefs:

SEO
Content marketing
Link building

Then navigate to the Matching Terms report and apply the inclusion filter for things like stats, statistics, facts, or figures. Make sure your filter is set to include any of these phrases.

Then it’s just a matter of checking out the results to find a relevant topic you want to write about.

We went for “SEO statistics”:

Finding statistics keywords in Ahrefs' Keywords Explorer

Once you pick your topic, it’s a just matter of curating linkworthy stats and publishing them on a page.

While you can earn some seed links with early outreach efforts, long term success comes down to keeping your content updated with the latest data. That’s the best way to compound performance year on year, earning many high-quality links with no ongoing outreach needed.

Relationship-based link building prioritizes long-term relationships with journalists, writers, and editors.

It is an effective addition to digital PR campaigns as you can shortcut the time it takes to find the right people to distribute your content.

Better yet, you can be a journalist’s first point of call when they write a story on topics you or your clients are experts in.

Example

Imagine having journalists contact you asking to feature your clients in upcoming stories. That’s exactly what growth marketing firm, EngineRoom, has achieved.

A journalist from Mamamia (DR 78) made a call out on Sourcebottle, the Australian equivalent of HARO, seeking expert advice on immigration law. EngineRoom’s link building expert, Don Milne, responded and won the story along with a high-quality link.

Example of a backlink built with relationship-based link building

Then, the real magic started.

Instead of ending things there, Don also shared a client list with the journalist in case they ever wanted to collaborate on future stories again.

Sure enough, a few weeks later, the journalist reached out, asking to connect with another client in the drug rehab space to develop a story on heroin addiction. The client is featured in about 30% of the completed article with detailed quotes from the founder and (of course) a link back to their website.

No pitching. No outreach. Just a genuine partnership and collaboration now earning multiple high-quality links for their clients.

How to do it

This technique is all about the follow-up after you collaborate on your first story with a journalist.

If getting the first foot in the door is where you’re stuck, you can check out our detailed guide on relationship-based link building by Irina Maltseva, the former Head of Marketing at Hunter.

Once you get that first story, make sure you keep the relationship going.

If you have a list of websites or clients you represent, create a professional document with a mini bio about each client. Make sure it’s also easily searchable for writers in a hurry and makes your contact details clear and easy to access.

Then, share it with journalists, writers, and editors you collaborate with so they can refer to it in the future if they need an expert on a specific topic for their content.

Final thoughts

Earning high-quality backlinks can be much easier than many people realize and cheaper too! All the examples shared in this post earned free link placements on high-authority websites and with minimal outreach.

These techniques have more staying power. They are also far less likely to be seen as “link manipulation” or devalued in future Google updates.

And, if you get your content angle just right, they also have the potential to be earning links many months, if not years, down the track!

Got questions? Ping me on LinkedIn.

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Related Topics:backlinks Examples HighQuality Move Needle seo Tactics

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Best Practices For Keyword Localization

Published

12 hours ago

October 7, 2024

Max

As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex.

Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.

For PPC marketers using platforms like Google or Microsoft Ads, it’s critical to adapt campaign strategies for these global audiences.

This article will cover best practices for optimizing international PPC campaigns, with a specific focus on keyword localization.

We’ll explore four key themes that can drive more successful international PPC results:

Keyword localization.
Geo-specific bid adjustments.
Market-specific creative adaptation.
Leveraging automation tools for international scaling.

1. Keyword Localization: Translating Intent, Not Just Language

Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.

When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.

In reality, it’s much more complex.

Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.

Steps To Effective Keyword Localization

Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.

For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.

However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.

2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region

International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.

Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).

Below are some best practices for geo-specific bidding:

Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.

For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.

In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.

In larger enterprise accounts, most regions have different audience sizes, which require different budgets.

If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.

3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy

One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.

Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.

A few approaches to localized creative to think about include:

Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).

For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.

4. Leveraging Automation Tools For International Scaling

Managing international PPC campaigns across multiple markets can quickly become overwhelming.

Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.

Automation Tactics To Help Scale International PPC Campaigns

Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.

Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.

A Holistic Approach To International PPC Success

Expanding into international PPC campaigns presents both challenges and opportunities.

Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.

By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.

Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.

Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.

More resources:

Featured Image: Mer_Studio/Shutterstock

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SEO

Google’s AI Overviews Avoid Political Content, New Data Shows

Published

1 day ago

October 6, 2024

Max

Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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SEO

Executive Director Of WordPress Resigns

Published

2 days ago

October 5, 2024

Max

WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.

Read the official announcement:

Thank you, WordPress

Featured Image by Shutterstock/Wirestock Creators

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