Cm: Web mentions — A strong marketing campaign will naturally generate mentions about the brand online, and these opportunities should be capitalised on by the brand requesting for the site to embed a link where appropriate. Regular high tier citations can fuel an ongoing link strategy.
Cp: Partners — Leveraging the relationship you have with well-known businesses presents the opportunity not only to be referenced on their site but also to co-promote content and offers on external sites. The bigger the partner, the greater the link opportunity.
Cb: Bloggers — A blogger may naturally want to write about your latest product, although opportunities such as giveaways and product reviews for referral traffic and social engagement can also be explored. When working with bloggers the rewards can be high, so too can the risk. Google demands that bloggers disclose the relationship, use no-follow tags, and produce compelling content in all instances to stamp out spammy tactics.
An: Newsjacking — Engaging with editors and reporters is the gateway to having your stories published online, with the possibility of a link citing you as the source. This tactic is as powerful as press release distribution once was. A high number of specialists consider stories led by data as a successful method for obtaining links.
Aa: Authorship — Building your reputation as a writer means you may be presented with offers to contribute to highly influential sites, the likes of Forbes, Mashable and TechCrunch. Authors have a responsibility to provide value to the reader, but also dictate which links may be used within their material. Acceptance is understandably rigorous to fend off link scheme tactics.
Ai: Interactive — Interactive is today’s static infographic. And the tactic is broad enough for brands to find a style that carries their message through to the consumer. Popular choices of interactive content for link earning span from quizzes, to podcasts, to webinars, to calculators, to maps. Due to the man-hours needed to perfect an interactive content piece, the expectations are far greater than other link tactics – and will also push for inbound traffic and social engagement. Ideas, advice and case studies can be found here.
At Indago Digital we believe that each link acquisition tactic has a place and that the stuff we refer to as traditional link building are the fundamentals for a long-term roadmap. The sexy bits like data-driven content and interactive storytelling, which take time, patience and additional resources to plan and execute, should come into play after the low-hanging fruit has been plucked. But once they are out there on the web, they may be referenced and linked to time and time again.