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Link Building Tactics Before looking at some particular link building tactics, it’s worth considering how creating each link can require a different mix of input from the link builder and from the editor of the linking site. Different link building tactics require a different mix of manual input on the part of the link builder and editorial decisions on the part of the site from which the link is gained. Link building tactics can be divided into those that are: • Completely manual • A combination of manual input and editorial decisions • Completely editorial Manual Link Building At the top of this spectrum are tactics that require input from no one but the link builder. These could include leaving links in the ‘comments’ section of other sites, adding links to social networking profiles or submitting a site to online directories that accept every submission. Clearly, these can be easy ways to increase the number of links to a site. Since these links are so easy to obtain, they offer little to no value. Mixture of Manual and Editorial Input The center of this spectrum is where a lot of link building time and effort can (and typically does) get spent. In many cases, it involves building relationships with sites and individuals who may link to you, or contacting site editors to tell them about particular content your site has and encouraging them to link to it. Completely Editorial The bottom of this spectrum covers situations where a link was given unprompted. When a site has particularly high-quality content or provides useful or unique resources on a particular topic, people are more likely to link to it without needing to be asked or invited. Link Building Techniques Now that you know why link building is important and understand its different types, let’s look at some specific tactics that have been proven successful. This is by no means an exhaustive list of techniques that are used, but it should help you get started on building links to your site and hopefully inspire you to think of ways that your site can continue to attract links in the future. Quality Content The purest and most fundamental form of link building is to simply create a compelling reason for people to talk about your website (or business, or organization), and then let them share it with others by linking to it. Think about your niche, and identify some sites from which you’d like to attract links. Then you can create content that would be relevant to their audience as well as yours. You can openly state that others should feel free to share your content as long as they link back to your site. Examples of quality, viral content that could attract links include: • A home electronics retailer’s page explaining how to create a wireless home network • An industrial window cleaning company’s list of the most photogenic spots in their city • An auto insurance company’s weekly ‘auto repair’ video in response to questions submitted by the public A blog is an ideal place to publish such content. It encourages you to continue producing quality content and gives incentives for others to come back to your site and share your content.
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