Link building is often boring, time-consuming, and can be expensive.
Not only that, but your website is usually ripe with low-hanging link fruit that you should be picking before you run around contacting every blogger who makes the mistake of offering up a bit of contact information.
BUT that doesn’t mean you get out of it entirely.
Unfortunately, link building is one of these eat-your-veggies sort of search marketing activities: healthy but annoying.
Luckily, there are ways of outsourcing your link building that don’t cost a dime.
There are a lot of great resources that will tell you how to build links, but we’ll focus on an easy one you may be overlooking:
Let everyone else in the company do it for you!
So how does this work?
It’s really very straight forward: when you embark on a link building campaign: ask everyone you work with for help.
Regardless of the size of your company, the people you work with are on the internet. They have control of Web pages (social networking profiles, personal blogs, and more). They’re satisfied with you, the things your company is doing, and your job (if not you have bigger problems than generating links to your site).
At the same time, it’s in their best interest that your company website succeed:
The best to get this mutually beneficial ball rolling is simply to ask for help. Create a quick “kit” that explains what you’re requesting of your employees or co-workers, and outline the ways they can go about helping you out. This letter should include a number of different components.
First, you need to do two things:
Additionally, be sure to highlight the fact that misunderstandings are OK, and that questions are encouraged. Offer contact information of the most SEO-savvy individuals who are responsible for building links to your site so that he/she/they can answer any questions potential linkers may have.
In this section of the correspondence, explain what sorts of web content makes sense for them to be linking from; some of your employees may have personal blogs or a forum profile that they never even considered linking at your site with.
A great way to pick up some links is to reach out to businesses you work with and services you use. Your business uses any number of tools and services every day, and chances are you’re happy with many of them. You (and more specifically, the people who work with them on a day to day basis) can offer up a testimonial. This is good for them, since they get to build credibility and let the world know that they work with your wonderful company, and it’s good for you, as you’re (hopefully) getting a link back to your site along with the testimonial.
Finally, you want to show them how and where to link.
Everyone in your company doesn’t need to be an SEO expert, but they need to be made aware of two key factors:
We’ve created a Link Building Kit template that can get you started. It offers a great deal of depth in each of the above sections. In fact, it’s too long and detailed. Consider the following as you determine which bits and pieces to use on your own site:
You need to know what you’re asking and who you’re asking it of. This will lead allow you to craft the most relevant request, at the perfect length, with enough (but not too much) information about linking to your site.
That’s it. You’ve effectively built at least a couple (and maybe more) free links to your site, just by sending out an email.
Now that you’ve taken a few minutes out of your day to build these free links, go do something with the link equity:
This way, you’re not just storing up page rank: you’re turning it into traffic and conversions.
Tom Demers is Co-Founder & Managing Partner at Measured SEM and Cornerstone Content.
See other posts by Tom Demers
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