Strategies to Enhance SERP Visibility of Marketing Content via Link Building

Search engine optimization (SEO) is evolving with every passing day, and so are strategies. However, one thing that remains the same is link building and its importance to improve a website's visibility, authority, and search rankings.

Link building is a strategy where you encourage other websites to link to your own site or its pages. These backlinks serve as connections between pages and act as endorsements for the quality and relevance of your Push-Pull Marketing content, signaling to Google that your content is valuable.

In short, a good backlink profile is important for ranking a website and marketing content higher on Search Engine Result Pages (SERPs) and driving more traffic. But what link-building strategies can make this happen? Read on to learn!

 

Create High-Quality, Shareable Content

The first and most obvious technique to link other websites to your platform is creating high-quality marketing content with the latest information. 

High-quality content ranks better on search engines. In addition, readers also trust it and share it with their connections on social media and other platforms. And when they do so, they often link back to the original post. 

For your information, high-quality content has the following attributes:

1. It is well-researched
2. It covers the latest industry trends, examples, and statistics
3. It is engaging for the readers
4. It is original and relevant to the audience
5. It has infographics, videos, and interactive elements

Most of the time, readers share how-to tutorials, in-depth guides, data-driven reports, and infographics. So, when you’re thinking of link building, create these types of content and publish them on your site to acquire quality backlinks. 

 

Try Skyscraper Technique

The Skyscraper Technique is a bit more advanced version of what we have discussed in the previous technique—creating high-quality content. 

It involves creating better, more engaging, and up-to-date content than your competitors. Then, reaching out to the websites that are backlinking your competitors' content and asking them to link to yours as it is better and provides more value. 

These are three steps involved in the Skyscraper Technique: 

1. Find competitors’ content that is relevant and has a lot of backlinks
2. Write better content
3. Reach out to the website linking the original content

Following the first step, use a keyword research tool like Ahrefs. Paste your competitor's website URL into Ahrefs’ Site Explorer and choose the Best pages by backlinks report. List the content piece with more than 50 referring domains.

Once content is found, create better overall content to beat the competition. If a post covers “10 Best SEO Tools”, you cover 15 or more. In addition, add the latest information, stats, and images. Use customer designs and list things with details.

Next, find the websites linking to the competitor’s article. Paste its link into Ahrefs’ Site Explorer and go to the Backlink report. Choose your language, such as English, from the filter and go for the Dofollow tab for equity-passing links. 

 

In the end, reach out to all the websites and the people linking to the content. Present your better version of the content and ask them to link to it as it covers the topic in more detail. 

 

Broken Link Building

According to Aira’s annual state of link-building report, broken link-building is the fifth most used technique, according to more than 250 digital marketing professionals. 

Broken link building involves finding broken links on other websites and asking the webmaster to swap the links to your website as a replacement. This helps webmasters fix issues while securing a backlink for yourself.

Here are the steps involved in broken link building:

1. Find broken links
2. Create a replacement page
3. Outreach and follow-up

The best way to find broken links is to analyze competitors’ broken pages getting backlinks. On Ahrefs, enter a competing domain in Site Explorer and go to Best by links. Filter for 404 not found pages and create a list from the highest referring domain to the lowest.

Create spreadsheets and paste the domains referring to the dead pages. Repeat this process for each dead page on your competitor's site. 

Select one dead page. If your website doesn’t have marketing content written on the same topic, create it and publish it on your website. Ensure the content you create is better than the competitors' and includes the latest information. 

Once you have the content live on your website, outreach to each referring website via their email or contact us page. Write a personalized email, explain broken link issues, and ask them to replace it with your high-quality content.

If you don't receive a reply, send a polite follow-up email after a few days or a week. Do it once, but no more than that. Do the same for all the websites.

 

Competitor Backlink Analysis

Competitor backlink analysis is the process of examining your competitors’ websites and identifying all the websites that link to them but not to you.

Alongside finding the websites linked to your competitors, the process also involved evaluating the quality of those links and finding strategies to replicate or surpass their efforts.

That said, these are the steps usually involved in competitor backlink analysis:

Identify Competitors—Choose your competitors who are reputed in your niche. These ones have a reasonable amount of organic traffic and good domain authority. There are many ways to do so, such as:

1. Search keywords in your niche and use Google’s search results to find the competitors that are ranking on them
2. Use keyword research tools, such as Ahrefs’ Organic Competitors report

We suggest you use keyword research tools to analyze competitors. Simply enter your domain URL in the input box and see your competitors and other details, such as their authority, the number of keywords they rank for, referring domains, and more.

Analyze Competitor Links—Have you got the list of competing domains? Now, analyze each competitor for links. Use Ahrefs’ Site Explorer to view their backlink profiles. 

Look for reports such as the Link Intersect report, which refers to domains that link to your competitors but not to you.

Identify links that multiple competitors share; focus on high-quality, relevant domains. These common links might be valuable opportunities that you’re missing.

Assess Competitor Strategies—Analyze the types of websites linking to your competitors. Look for patterns like industry-specific directories, local business listings, or niche forums. Identify content types that attract links, such as blog posts, infographics, or tools.

In addition, try to evaluate how your competitors would have acquired their backlinks. Were they earned, purchased, or built through other means?

Replicate Successful Tactics—Replicate successful link-building tactics that your competitors use. If a certain type of content or outreach strategy is working well for them, consider adapting it for your site. 

Create similar high-quality content or engage with the same types of sites to earn similar links. You can also try the other link-building strategies we have discussed in this guide. 

For example, if you think your competitors have gained backlinks by creating high-quality content, using the skyscraper technique, or guest blogging, you can implement the same strategies. 

 

Guest Blogging

Guest blogging is simply writing and publishing an article for another website or blog within the same niche as yours. When you write an article, you embed a link to your website into it, and the host site publishes it, backlinking your platform.

The whole guest blogging process consists of a few steps:

1. Find websites in your niche that accept guest blogs
2. Contact them and pitch your ideas 
3. Write and share high-quality content, article, or blog

But how do you find websites for guest blogging? Use keyword research tools, such as Ahrefs, SEMrush, UbberSuggest, etc., to find a list of websites in your niche. 

Next, check the domain authority of each website via a domain and page authority checker tool. Select the website with 50+ domain authority and separate these sites from the existing list. 

Contact the blog’s editor with a well-crafted pitch; see the “Write for us” or “Contact us” section to get contact information. Outline that you want to publish a guest post, share different topics, explain why it’s relevant to their audience, and explain how it will provide value. 

If they agree, ask them for any writing guidelines and follow them when writing a guest post. Maintain good quality, add well-researched, fresh information, and write according to the standards of the host blog. Embed your link and share the post. 

 

In final words

There are many key link strategies to improve the visibility of marketing content. 

The five best ones include writing high-quality content, skyscraper technique, broken link building, competitor analysis, and guest blogging. 

First, create high-quality, shareable content that is well-researched, engaging, and includes visuals like infographics. This type of content naturally attracts backlinks from other sites. 

Next, use the Skyscraper Technique. Find top content in your niche, create a better version, and ask sites linking to the original to link to your better content. 

Broken link building involves finding and replacing broken links on other sites with links to your content. Competitor backlink analysis helps you discover where your rivals get their links so you can target those sites, too. 

Finally, guest blogging on reputable sites in your niche can earn you valuable backlinks while expanding your reach. Combine all the strategies to get the most out of backlinking.