Even in 2021, link building continues to be one of the most powerful practices for bolstering your brand’s showings in the search engine rankings.

Link building is the process of accumulating backlinks – in other words, hyperlinks from other websites directed at your own site – and the higher-quality and more relevant the sites linking to yours are, the more likely they are to help your search engine optimisation (SEO).

In short, Google and other leading search engines really love trustworthy and authoritative backlinks, so your brand should be looking to gather plenty of them from across the web.

But with this time of year also being when a lot of us tend to do a spot of ‘spring cleaning’, what are some simple steps you can take to do the same for your site’s approach to backlinks? Here are just three of our recommendations.

Remind yourself of Google’s Webmaster Guidelines

Google continually looks over its search engine algorithm, and makes adjustments to ensure it is continuing to bring its human searchers the results that are most useful and relevant to their query. As part of this, it seeks to root out unethical link-building practices, such as hiding links within a page, or otherwise trying to deliberately mislead search engines and users.

So, it’s a good idea to routinely review the search giant’s Webmaster Guidelines, to help make sure your own brand’s link-building strategy still complies with them. If it doesn’t, you run a serious risk of Google penalising your site in the search engine rankings.

Pick out gaps in your site content

It’s easy to think that you’ve exhausted all possible content ideas for your website… right up until the moment you see a competitor of yours blog about something of relevance to your business that you haven’t covered yet, or your customer asks you a question you realise could be a great subject to base a ‘how to’ guide on.

But there’s another great reason to keep alert to new content ideas for your website: the opportunities they provide to generate more backlinks.

There are SEO and keyword research tools out there that can help you to pinpoint potential content ideas. Or you might simply spy on your competitors and what they’re saying on their blog and social media pages. Another possibility is to look over the existing content on your site, and pick out subjects you’ve mentioned in passing that you could scrutinise in greater detail.

Regardless, the reality is that there’s almost always something you can do to come up with new and fascinating content ideas that will get more sites linking to you.

Pitch ideas for new content to relevant websites

You don’t always have to wait for authoritative websites related to your industry to decide to link to your content. That’s because it’s also often possible to directly approach them and pitch the kind of educational and interesting content to them that they would be pleased to publish.

Such content could, of course, provide an obvious opportunity for a link to be provided back to your site, while also helping build your brand’s profile and reputation. However, it’s important to ensure whatever websites you pitch content to are genuinely authoritative and relevant sites that also aren’t direct competitors to you.

Furthermore, you’ll need to carefully look over any guidelines the given site has for contributor or guest posts – not least to ascertain that they’ll actually allow you to include links in the content back to your site.

Whatever the state of your brand’s backlink profile right now, there will almost certainly be changes you can make to help get your link-building strategy ‘fighting fit’ for the rest of the year – and beyond. Simply enquire to the Jumping Spider Media team today for further information and advice.