In this article, I want to talk about what a backlink is and how to go about building up a strong network of backlinks to improve your site\u2019s search ranking, all while still staying in the good graces of the search engines and your visitors.<\/p>\n
Continue reading, or jump ahead using these links:<\/p>\n
- \n
- The Various Ways to Use Links to Improve SEO<\/a><\/li>\n
- 15 Ways to Get High-Quality Backlinks to Your WordPress Site<\/a>\n
- \n
- Write Actionable Blog Posts<\/a><\/li>\n
- Write Guest Articles<\/a><\/li>\n
- Blog on Third-Party Sites<\/a><\/li>\n
- Develop Long-form Content<\/a><\/li>\n
- Create Tutorials<\/a><\/li>\n
- Write a Case Study<\/a><\/li>\n
- Showcase Partner Logos<\/a><\/li>\n
- Provide Reviews for Others<\/a><\/li>\n
- Get Your Link Out on Social<\/a><\/li>\n
- Show Off on Social<\/a><\/li>\n
- Update Your Gravatar<\/a><\/li>\n
- Create Profiles on Q&A Sites<\/a><\/li>\n
- Upload Your Portfolio<\/a><\/li>\n
- Get Interviewed<\/a><\/li>\n
- Issue a Press Release<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
The Various Ways to Use Links to Improve SEO<\/h2>\n
Let\u2019s start with the basics. There are typically three kinds of links you\u2019re interested in when building a WordPress site:<\/p>\n
Internal links<\/b> connect readers of your site with other pages of content within the site. This keeps them moving through related topic after related topic, which in turn helps demonstrate your knowledge and expertise.<\/p>\n
External links<\/b> connect readers of your site with other websites. But why would you ever want to provide a link that could potentially push a visitor off your site? Well, it\u2019s usually because you want to give a source credit for information you\u2019ve included on your site. You know this back from high school. Quotes, statistics, and original research should always be cited. It\u2019s also good for improving the user experience when you suggesting they do something and then provide them with a quick link to follow through on that action.<\/p>\n
Which brings me to backlinks<\/b>. These are links that point back to your site, but appear on other websites. Let\u2019s say you published a hilarious infographic on the differences between dating in the \u201890s versus dating in the \u201810s. You may find that a whole bunch of dating sites, women\u2019s and men\u2019s e-magazines, and maybe even Buzzfeed want to embed a copy of it on their blogs. In turn, they\u2019ll likely give your site credit with a backlink. (Basically, an external link, but in reverse.)<\/p>\n
Internal and external links are both important for creating a strong impression on your WordPress site. However, backlinks are even more important as they demonstrate to search engines (and readers) that you\u2019re a trusted authority around the web, and that your content is so good that others can\u2019t help but drive their own traffic to it. Of course, these backlinks are only going to be beneficial if:<\/p>\n
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- They\u2019re genuine (meaning you didn\u2019t pay someone to plant them).<\/li>\n
- They\u2019re relevant and, consequently, drive relevant traffic to your site.<\/li>\n
- They come from reputable sources.<\/li>\n<\/ul>\n
It\u2019s this last point that can give marketers some pause since backlinks from websites with poor reputations can negatively affect SEO. So, if there were ever a reason not to want to actively work on building a network of backlinks to your site, that would be the one caveat. However, it should be easy enough to work around this. So long as you\u2019re creating connections with reputable and high-authority websites, and paying attention to where your backlinks come from, you should be fine.<\/p>\n
15 Ways to Get High-Quality Backlinks to Your WordPress Site<\/h2>\n
According to a 2015 study done by Moz<\/a>, they found a very strong correlation between top ranked sites on Google and external links. Of the top 50 search results they assessed, they found that 99.2% of them had at least one backlink. While it\u2019s not impossible to rank without a backlink, the evidence suggests that if you want to make that coveted first page of search results, you need at least one high-quality backlink.<\/p>\n
Okay, so now that we got that out of the way\u2026<\/p>\n
We know that backlinks are awesome for SEO. We also know that we need to be careful when going about obtaining them. Here are some tips on how you can inspire popular, high-authority, and well-trusted websites to link to your website:<\/p>\n
#1. Write Actionable Blog Posts<\/h3>\n
Well-written and informative blog posts are awesome. It\u2019s basically like you\u2019re giving away free lessons to your visitors in exchange for their patronage. However, if you want to motivate them to link back to your site within their own content, you have to give them something more. Blog posts that provide actionable tips\u2014usually in list format or a step-by-step guide\u2014will give others the opportunity to leverage your expert guidance for their own benefit.<\/p>\n
#2. Write Guest Articles<\/h3>\n
This is really no different than writing content for your site. The only difference is that you have to follow someone else\u2019s guidelines before it gets published. If you do go this route, don\u2019t stress over embedding links to your site within the article; in fact, most outlets frown upon that. Simply just ask if you can put one link in your bio. If the site has a high enough profile, that one link is all you\u2019ll need anyway.<\/p>\n
#3. Blog on Third-Party Sites<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-Medium-The-Cooper-Review.png\")
The Cooper Review has its own site and yet the author posts content to Medium regularly.<\/figcaption><\/figure>\n Perhaps the best place to put well-thought-out and informative posts is on third-party blogging sites. Obviously, that\u2019s not to say these sites wouldn\u2019t benefit from how-to articles. It\u2019s all about creating content for the right place and the right time, and these sites are usually about straight-up thought leadership content. LinkedIn<\/a> and Medium<\/a> are good ones to look into.<\/p>\n
#4. Develop Long-form Content<\/h3>\n
Writing a piece of content that discusses the merits of adopting an older dog is nice when you want to connect with your audience, but writing a guide on the 100 ways to help an older dog adapt to its surroundings would most likely elicit a stronger response. If you really want people to link to your content, create something truly of value. Long-form content like e-books, white papers, manuals, and skyscraper articles<\/a> work best for this.<\/p>\n
#5. Create Tutorials<\/h3>\n
Another way you could create helpful content others are dying to link to is by developing tutorials. Whether you\u2019re a WordPress developer who recorded a live WordPress training session or a web designer who has created an infographic on the 15 tips for mastering the latest design trend, these creative tutorials that come straight from the expert are always an attractive sell.<\/p>\n
#6. Write a Case Study<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-Kissmetrics-case-study.png\")
Great example of a well-done case study being embedded AND linked to on other sites.<\/figcaption><\/figure>\n <\/div>\nBefore I write any new content, the first thing I do is search for statistical evidence of the point I want to make. The way I see it, my audience will have an easier time listening to me if I point them to solid proof.<\/p>\n
That\u2019s why case studies are so powerful. Find a client\u2019s before-and-after success story, write it up with tons of visuals and statistics, and publish on your site (with client\u2019s consent of course). If your case study makes a solid argument for why CTAs<\/a> belong above the fold, others may find your data valuable enough to link to and use in their own work.<\/p>\n
#7. Showcase Partner Logos<\/h3>\n
This is one of those tit-for-tat situations, but nevertheless is one that will work if you get a valuable backlink out of it. If your business partners with high-profile companies, talk to them about showing off your logos on each other\u2019s websites.<\/p>\n
#8. Provide Reviews for Others<\/h3>\n
Yes, it can be annoying to receive a testimonial or review request from someone when you\u2019re in the middle of a rush rebranding<\/a> job and barely have time to stop and collect last month\u2019s invoices. The next time this happens, however, I\u2019d urge you to just say \u201cyes\u201d. In exchange for a testimonial or review, you can ask them to include a link back to your site.<\/p>\n
#9. Get Your Link Out on Social<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-CMSWire-Links.png\")
CMSWire includes a backlink to their site in their Twitter bio, in their self-promotional posts, and even in the name of their Twitter page.<\/figcaption><\/figure>\n Although Google<\/a> has made it clear they don\u2019t (or, more accurately, can\u2019t) use social media as a ranking factor for websites, that doesn\u2019t mean social can\u2019t be used for backlinking opportunities. You can:<\/p>\n
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- Add your site\u2019s URL to all your social media profiles\u2014for your company, yourself, and maybe even encourage employees to do so as well.<\/li>\n
- Promote your content and business\u2019s products or services through posts on social.<\/li>\n
- Create videos, slideshows, and other visual content for niche social media sites (like YouTube or Instagram<\/a>) and include a link back to your site in the description.<\/li>\n<\/ul>\n
#10. Show Off on Social<\/h3>\n
While you work on generating your own backlinks, don\u2019t forget to encourage others to share your content as well. The worst way to do this? \u201cHey guys, I just published this article. Please share it for me!\u201d<\/p>\n
The best way to do this? Talk about topics on social that are relevant to your business. Trust me, people will take notice\u2014especially if you\u2019re sharing their content and tagging them. Quid pro quo is alive and well on social media.<\/p>\n
#11. Update Your Gravatar<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-Gravatar.png\")
Gravatar is really so easy to set up. If you’re planning on being active on other sites, you’d be smart to get this profile (and your backlink) set up.<\/figcaption><\/figure>\n Did you know that Gravatar<\/a> is part of the Automattic family? This means that any website\u2014including your own WordPress site\u2014linked to Gravatar can pull in the profile you\u2019ve created there. This ensures that your website URL will show up on any site where your Gravatar bio does (like when you comment on another blog).<\/p>\n
#12. Create Profiles on Q&A Sites<\/h3>\n
As a WordPress professional, you know how strong the community is around it. There are a number of opportunities to get involved with that community and to lend your input when your expertise is needed. Sites like Stack Overflow<\/a>, Quora<\/a>, the WordPress forums<\/a>, and, of course, the WPMU DEV community<\/a>.<\/p>\n
#13. Upload Your Portfolio<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-Dribbble-Example.png\")
An example of how your URL backlink will appear on a portfolio site.<\/figcaption><\/figure>\n Do you have a design portfolio or something free to give away like a plugin or wireframe kit? Hop on sites like Dribbble<\/a>, create a profile (with a link to your site), and start sharing.<\/p>\n
#14. Get Interviewed<\/h3>\n
Are you a local expert? Or perhaps you developed a new technique or product that others would find valuable? Maybe you just helped a major Fortune 500 revamp their website? Whatever waves you\u2019re making in your part of the world, use it to get interviewed by podcasts<\/a>, local new sites, or niche bloggers. In exchange for the interview, they\u2019ll likely give your site a shout-out.<\/p>\n
#15. Issue a Press Release<\/h3>\n
![\"Backlinks](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2017\/07\/Backlinks-Press-Release.png\")
Here’s a snapshot of PlayBuzz’s press release where they garnered two links back to their site.<\/figcaption><\/figure>\n Along that same vein, if you have something truly newsworthy happen to you (like one of your sites won an Awwward<\/a> or you just sold a million copies of your plugin<\/a>), issue a press release about it. And not just on your website. Use a service like PRweb so it\u2019ll get picked up by other news channels that will link back to your site, too.<\/p>\n
- Write Guest Articles<\/a><\/li>\n
- 15 Ways to Get High-Quality Backlinks to Your WordPress Site<\/a>\n