Link building has become hard work but to be honest I love it! It’s all about relevancy, engagement and using your creative skills to harness enough leverage so that the site owner would love to link back to you.
Business to Business is perhaps the hardest sector to acquire links from. The areas you can attract links from can appear quite limited. How do you get links when no-one in you niche is sharing the love? How do you write content about a product or service that seems almost “boring”. The truth is B2B businesses can harness relationships and use their expertise to become industry leaders especially when content is concerned.
Here are few example of strategies I have used:
- Suppliers – Do you have a good relationship with suppliers? Do they have a links or suppliers links page they could add you to?
- B2B Directories – Okay I am not talking the typical directory with 1,000 of categories that was considered a dinosaur a long time ago as a link building method, I am talking niche directories that are tailored towards what you do. Their approval process is usually quite fast and thorough which means only quality sites will be accepted. (would I pay for a link from these, depends on the cost and the quality link signals the site produces)
- Guest Blog Posting – Many B2B businesses feel they don’t have anything to contribute, however, any industry has something they provide and somebody interested in it. For example I have a client who rents out welding equipment. Straight away I was flooded with great content ideas. Health and Safety aspects of welding, welding art sculptures, the great steel industry here in the UK and the history behind it. Don’t think too close to what you provide. Look at your competitors what are they writing about? What kind of sites would be interested in your expertise?
- A Story To Tell – One of the saddest points about B2B owners is they are very protective over their ideas or who they supply to. If you have something that deserves publication, shout about it? Don’t worry about your competitors stealing your ideas. People will buy, talk about you if you have a story to tell.
- Helpful Guides/Articles/Videos – How to content or helpful guides get shared a lot!! Especially if they are solving a problem. Make sure you have a blog on your site that will make you an authority in your niche. Make sure you have social media buttons on your blog so people can easily share your content. I can’t believe the amount of really good blog sites that still miss this one.
- Spy on your competitors – I always spend the first week of link building analysing competitors links. Use a tool like majestic seo or open site explorer to have a look at who your competitors are linking to and more important what type of link building methods are they engaged in. I usually download these into excel and then separate them into blog commenting, directories, niche links etc. Here you want to grab the quality links and leave the suspect ones alone. Don’t get into the habit of chasing every link a competitor has just because they are above you in the search engines. How do you know what is quality? Ask yourself one question. What links would you chase if Google didn’t exist?
In summary don’t get discouraged. The great news is your competitors also have the same issues when getting links and so you won’t need many to outrank them. Spend time thinking about your industry, researching your competition and building relationships. This is the key to successful B2B link building.
If you have any comments or questions please feel free to add them below and I will respond