What’s off your website can be just as important as what’s on it. This is why link building is one of the keys to ranking high on search engines like Google for terms that actually convert.
Search engines like Google consider hundreds of different factors when showing a website on their results page and few of these factors are more valuable than authority. By building a strong profile of topical and trustworthy links, you can support the optimised pages on your site and build that authority.
A concise balance of on-page and off-page SEO work can see you start to outrank your competitors and take conversions off their plate. When the difference in one position can mean hundreds of additional visitors and potentially thousands in revenue, you’ll soon realise the value this provides.
Search engines love it when your website has links; let us build them for you.
Whereas digital PR may deliver you a high volume of coverage on huge press websites like The Telegraph and Metro, this kind of thought leadership content positions you as a true expert in your industry on search results pages. This is all while generating juicy, on-topic links that add serious value to your visibility in search engines.
With time and consistent link building efforts, this means that you don’t have to just battle it out with other competitors over popular keywords you all share. Instead, by becoming synonymous with your products and services, you can become sustainable on your brand as people will be searching for you by name.
Our Link Building Process
We analyse your website to see what needs doing as a priority, so we’re not wasting time on strategies that aren’t properly aligned with your business.
We will often run a CLA (Competitor Link Analysis) to see what a successful link profile looks like in your industry and identify areas that we could target.
We generate a plan of action that’s suited to your business and your goals, based on what we now know works in this industry.
We put the plan we’ve built into action, building on our research and planning to hit the ground running. This may include guest posting, providing quotes, building citations; whatever suits your unique needs.
We then measure our success to report back to you and build on our wins. This will often take the form of a monthly one-to-one phone call with your dedicated account manager.
What our link building looks like
There are many different forms of link building. Here are a few.
Linkable content is often a blog post that presents new data or a thought-leaders perspective.
Why we love this: By creating a data source relevant to your industry or producing a piece that leans on your unique perspective, we create a shareable asset that won’t just build out your blog but can also build links to your website.
Guest posts are articles written by us on authoritative websites in exchange for free coverage that could otherwise be worth hundreds.
Why we love these: These get us in front of hyper-specific target audiences while establishing you as a thought-leader to them. Because these are often part of a wider link building campaign, we can also turn these posts around in minimal time.
Citations are listings on directories that get you known locally.
Why we love these: They’re a great way to get you in front of your local audience, while building a solid foundation of backlinks that most websites rely on but many forget.
Expert quotes are when we help journalists out with content they’re writing by providing quotes on behalf of the company.
Why we love these: For just a few sentences either written or approved by you, these can get coverage in the biggest press outlets and websites around. Beyond the value of that coverage, they’re also good to (humbly) brag about – wouldn’t your customers be more likely to trust a small business that was featured in outlets like The Telegraph?
CLA’s (Competitor Link Analysis) are for understanding what works and doesn’t work in your specific industry, by analysing what your competitors are doing so we can learn from their wins as much as their losses.
Why we love these: The truth is, these don’t actually build links – directly, anyway. Instead, they give us the vital knowledge to build a link building strategy that has the best chance of succeeding because we’ve analysed the state of backlinks in your niche beforehand.
Broken link building is when we capitalise on missing content in relevant spaces with our own unique spin.
Why we love this: These are easy to identify and simple to action, all based on opportunities we find by looking at popular – but now broken – pages with multiple backlinks. We then swing in and offer our own take, resulting in coverage of the same value but for typically much less effort.
Engineering the Snowball
At Add People, we pride ourselves on understanding what works in your industry through a strong foundation of research early on in your time with us. With this knowledge, we can deliver a link building campaign that is fine-tuned for your unique field – and develop what we call The Snowball Effect.
This is when we get you coverage on an authoritative and relevant website that then passively picks up more links – without us lifting a finger. With this, we can create self-sustaining content that takes care of itself.
For example, we secured coverage for a client on Investing.com, sharing data we sourced on the popularity of different cryptocurrencies. After sending that one email and landing that single piece of coverage, over fifty different websites then covered the data with many referring back to our client.
One piece of coverage quickly snowballed into loads.
That is just one example of The Snowball Effect.
Meet your SEO team(s)
You found your success as a small business by finding a specific area and specialising in it. It’s this mindset that’s behind our team of largely Manchester-based experts who have a skill set designed specifically for whatever it is your website needs.
Specialists in: Reporting directly to you, identifying opportunities and planning strategies to capitalise on them.
Specialists in: Writing content that is keyword optimised, matches user intent and gets coverage.
Specialists in: Getting your website in front of millions; on huge websites like Forbes and The Independent or in hyper-niche magazines where your target audience lives.
Specialists in: Making sure that your website is designed with users in mind, turning traffic into conversions.
Specialists in: Keeping your website loading fast, staying online and easy to scan so the search engines never struggle to see our work and rank accordingly.
Frequently Asked Questions About Link Building
A backlink is when you link to a website, often to provide context or to highlight where something like a data point or graphic originally came from. For example, this link to an article on how to make a cup of tea would be considered a backlink and would help that website rank effectively for terms like “how to make a cuppa”.
As an off-page ranking factor, backlinks play a huge part in getting a website to rank – but that alone won’t be enough. We always say that there are three pillars to a successful website; backlinks, on-page content and technical. By combining all three of these, a website will reach that next level where it doesn’t just bring in traffic, but it gets them converting while they’re present.
SERP stands for ‘search engine results page’, which you’ll see most often when Googling anything. It is our job to get you ranking as highly as possible on those result pages.
This is a strategy based on one set focus. For example, if we were doing a guest post link campaign, this would include all steps from ideation and list building to outreach and post writing. We would typically run through multiple link building campaigns over our time with a business.
We spend thousands of pounds a month on SEO tools, including assets like Ahrefs and Screaming Frog. These present all of the backlinks that your website, and even the websites of your competitors, currently have. This research is key to the link building strategies that we put together for our clients.
How long is a piece of string? We don’t like being vague, but it’s very difficult to tell without speaking to you and learning about your business. So, why not get a free SEO audit from our team and we can properly talk strategy!