How to Use Others to Build Links for You
You need links. Could there be a more obvious thing about your job?
You need links to position your clients’ new business in search. Or perhaps you work in-house and need to jump over your competitors in rankings.
Regradless of what, it goes without saying, you need links. Good ones at that.
The thing is, do you really have to build them yourself?
Whether you work in-house or just look after a client in an agency, there is a plethora of ways you could get others to build those links for you. Or at least offer great help in your link building efforts.
One thing before we begin though. This post is written from an in-house perspective, however, I believe many of the ideas here would work equally well if you were to employ your clients team to build links too. It’s just getting their buy in might be more difficult, but that’s something for another post.
Sales people can be, by far the best link builders in any company, after the SEO of course. They have access to an enormous pool of resources and link building assets. Once you educate them of their gains once the website gets more links – more search visibility, more leads and as a result, more potential sales and a higher commission, they will be more than happy to help.
Some of the ways sales people can build links for you:
- Professional Profiles
Sales people are notorious for setting up various personal profiles online. Yet, quite often they don’t fill those in full, often leaving crucial information such as website URL out.
Part of the reason is often the type of membership where the free one does not allow to add any links. Educate your or your clients sales people to let you know of such instances, it might be worth analyzing such a profile site and perhaps using your own budget (if you work in-house) or convincing a client to invest in a membership there to gain a link.
- Dealings with Their Clients
Sales people know a lot of people. They deal with their clients, prospects and many others on daily basis. And, quite often can get you a link, or at least open the doors for you to talk with their clients about some form of a mention on their site. This could be a badge with a link or a press release announcing your cooperation or anything else really. The point is, it can give you a juicy link that your competitors just can’t get.
- Industry Organizations
Similarly to professional profiles, sales people often join various associations and networking groups in order to reach out to more potential customers. And, just like with profiles, those associations often allow to create a company profile on their site. Educate your or your clients sales people to always try to add the URL to the site. But also, educate them to always run the site by you. Even if you can’t add a link to the profile, there is still a chance that you might add it in the company description or so.
TIP: Educate your sales people regularly. They are a busy bunch and once the initial excitement is over, they tend to go back to what they normally do, focusing on sales. Make sure that you remind them of some of the things you’ have for them ’d like them to do regularly. From my experience, once a month is enough.
From my experience SEO is rarely included in the marketing department activities. In fact, quite often there is very little communication between the two, not to mention some occasional discrepancies. Yet, marketing people can be very helpful when it comes to building links. Here’s how.
- Media Contacts
Marketers usually have some sort of open communication channel with the media. This could be a contact in the local newspaper or a sales rep they deal with there.
Most of the time they use those to push their press releases and company annoucements to the media. And, this is where the opportunity lies.
A link in a press release published in an online edition of a big paper is invaluable. And often, the only way to get those is by using your marketing departments contacts.
Work with the marketing people to make sure that their every media communication includes a link back to the site. Sure, it might not work every time but still, might get you some juicy links in the process.
- Marketing Data
Marketers love data, that’s a fact. They live and breathe it all the time. Yet, this data often resides stashed somewhere in the depths of their hard drives with no one else having access to it.
This data however can be used to create many linkable asset types:
- Downloadable reports
- Industry overviews
- Linkable Marketing Innitiatives
Even though it might not seem so, many offline marketing innitiatives can be turned into a linkable asset. Just think of some really clever competitions or PR stunts, if done well they have a tendency to go viral. The same goes for clever advertising.
Stay in touch with your marketing team to see if they are not launching a campaign you could use to build up links while building an awareness of your company at the same time.
CEO, COO and others from the C-Suite are rarely involved in marketing activities within the company, be it traditional marketing or digitial operations. Yet, with a little guidance they can be a real help in building some really powerful links. Here are some examples:
First of all, you can get your C-Suite interviewed for top class business or your industry sites. Even more, you can educate them that whenever they are asked for an interview or a comment on the new company development, new investment or anything else (they often get asked for that) they request a link back to the company’s website being included.
Of course it is hard to have your CEO and other C-Suite people remembering about this so you might need to do a bit of pestering. It’s well worth it though.
Similarly to sales people, C-suite profiles can be featured on many business sites. Make sure that you keep an eye on those to see if you can add a link back to the site. Again, it’s a great way to build some high quality links without much effort.
Why Would You Use Others to Build Links?
Before you go, let’s touch upon one last thing, why would you even bother trying to get others to build links for you? Well, there are few reasons actually:
- To scale your link building
- To get links that are 100% original, natural and,
- To get links that your competitors just can’t get
In short, you do that to gain more links and to gain original links, ones you would most likely not get if you were focusing only on the most common link building techniques. Yet, by employing others in your or your clients organization you can gain backlinks that no one else in your industry might get.
Are there any other ways you use people in your company (or your clients company) to build links for you? Share them with us in the comments.
Creative commons image by: Karenne Sylvester / Flickr