For quite some time, link building has played an important role in driving organic traffic to websites via search engines. Even though Google’s algorithms are complex and always changing, backlinks remain an unwavering ranking signal that has become a top priority for SEOs everywhere.
But as with many other digital marketing techniques, link building is often shrouded in mystery. What’s more important – link relevancy, diversity or authority? Do some spammy techniques still work? Is it possible to achieve a strong backlink profile overnight?
To dispel certain misconceptions, here are four link-building myths debunked, so you can set your course for sustainable SEO success.
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You can’t build links into product and category pages
In order to get links pointing to your site, you need to publish content that’s worth consuming. The location of this content, whether it be your blog or product and category pages, doesn’t really matter.
“You need to work with webmasters and writers to be able to provide them with something that they want to share with their audience and readership…,” says digital marketing expert Shannon McGuirk. “In them wanting to do that, it makes it more important for them to give you that link back and to direct traffic to that page because the offer, the insight, the product could be there.”
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Top-tier news sites only give nofollow links
There will be certain publications that only provide nofollow links, as it’s part of their editorial policy. However, it’s your job to not only identify the sites that don’t do this, but also be as convincing and compelling as possible when pitching your campaign.
“You have to give them a reason, through a really strong data visualisation campaign, through an offer, through some insights that may be on your client’s or your own branded website,” notes McGuirk. “You must, must, must give them something that entices them to add that link into their article.
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Relevancy isn’t king
There is a huge debate in SEO circles that for link building tactics to work, they don’t have to be particularly relevant to your organisation and its industry. At the end of the day, a quality link with high authority is what matters most.
But this goes against recent advice from Google’s Senior Webmaster Trends Analyst John Mueller. He recently said that having one high-quality, relevant link is the equivalent of having hundreds at a lower DA and of less relevancy.
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You can’t ask for a link
“You can 100% ask a webmaster, a writer, a journalist at a top-tier publication, whoever they are, you can definitely ask them for a link if they have covered your content, your campaign, your insights, whatever it has been,” says McGuirk.
If you don’t ask, you don’t get. It’s as simple as that. Just remember to do so in a polite and friendly way. Show your appreciation that they’ve mentioned your brand or campaign and it would be great if a link could be included alongside your mention.
