It’s relatively easy to do this badly and actually quite difficult to do it well.
So how do you get backlinks?
Put simply, you produce great content that other people value highly enough to link back to from their sites.
But it’s not as easy as that.
There’s a whole load of stuff that you have to consider if your backlinks are going to benefit your site:
What do you have that is worthy of a backlink?
Who is actually going to backlink to your site?
Will the backlink enhance or harm your website’s ranking?
Should you do outreach?
How do you monitor good and bad backlinks?
Should you buy backlinks?
How many are too many?
Getting backlinks to your site should be approached with caution. Blackhat SEO techniques are most definitely out of the question.
Too much too fast can also cause you problems.
You must have a natural backlink profile.
Only Google themselves know exactly what this is, so it’s sometimes easier (and more beneficial) to know what you should not be doing.
In order to gain backlinks that are of value, you first need to find the people that will link back to your site.
These are quite unlikely to be your clients and customers.
Barring the occasional testimonial, think about how many sites you backlink to. It’s probably not many of your supplier’s sites, and there’s a reason for this.
If you are B2B, your customers may well not link back to you because it simply does not make sense to do so.
Take the example of a web agency building a website for a coffee shop. This can look quite unnatural if it’s not done properly. Why would a coffee shop be linking to a web design agency?
This is what Google thinks along the lines of:
Why is this link here?
What is the text of the link? (known as anchor text)
What is the context of the link?
Has someone paid for this to be here?
Are there suddenly 100s of other links like this that have appeared overnight?
It’s perfectly natural for the web design agency to have a link from the Coffee shop as a credit for building their website – but that’s the point here: the link has to be understood in context, otherwise, it could do more harm than good.
Grow your backlinks gently.
If your SEO agency is promising 100s of quick backlinks, be wary of this.
It could do you more harm than good.
We strongly believe that great backlinks are earned from producing great content.
If you produce good quality content, links from relevant, quality sites will come.
But it all starts with content and the promotion of this content.
Don’t publish and pray.
If you throw together a few articles every month, publish them and tweet them a few times, that’s not really promoting your stuff.
A much better approach is to produce high-quality content that is of genuine value to people in your industry that will share it (and they are not usually your customers).
Identifying people that will share your content is part of our process of getting backlinks, and it’s not as easy as you may think.
Like anything published, the real work starts after you publish it.
Just think of the millions of companies spend on traditional forms of advertising products or services – content is no different.
If you don’t promote it properly, the people that may well provide quality backlinks may never see it.