Link Building
Link building for SEO services
“Google didn’t make links: if anything, links made Google.” Jesse Stoler
It’s a good reminder of both the origins of links – they are literally the web of the web – and the also why they belong so centrally to digital PR. Getting your brand’s stories published online, with a link to your site, offers value to your audience. It’s an invitation to find out more, and it’s also a hat-tip from the journalist - crediting you for the story.
Link building should be more accurately called link earning – earning the editorial coverage in the first place and earning the right to the backlink because you have invested in the content that sits on your site.
That’s why Google, and other search engines, treat backlinks as valuable signals when they calculate the ranking of your site. Because the best sites will be well linked. Because they best offer their expertise to audiences.
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The value of link building for your brand
In short, link building makes you more findable. And that findability – for generic, relevant terms, and for branded terms, means that consumers come to you, and come to trust you.
Of course, some will click-through via the link in the news story, and arrive as referral traffic, others will find you through organic search because Google uses those backlinks as ranking factors, working towards increasing your online search visibility.
Our approach to link building & outreach
Outreach is where Bottle’s over 15 years’ experience in PR and media relations really delivers. Getting high quality editorial coverage for your brand relies on crafting a great story, understanding what the media wants, and having good relationships with the right journalists.
The additional skills that turn this into valuable digital PR are knowing how to vary the story to attract a wide variety of different publications (variety matters for findability, creating a diverse link profile), as well as placement of the link and anchor text. Our teams spend a lot of time researching new titles to approach for you.
And for the journalist to include that link – we want to give them an irresistible reason to link. Part of that is offering great content on-page.
Content creation
Often, our link building work is based on earning editorial coverage for the underexploited content that your brand already has on site. We might propose updates or improvements to make that content – your articles, blogs, surveys, reports – more link-worthy.
Ideally, we will also include new content creation in the scope of our work – making new stories – and fresh content – that ensures that the outbound media story is completed, or deepened, by the content on your site.
Our planning, comms and creative teams can make this content – from long-form articles to tools and calculators, to emotional brand content, rewarding visitors to your site from the links we have earned.
And there’s bonus points for producing an evergreen piece of content that can continue to build valuable links over time.
Brand Mentions
When we are building your link profile, we are also earning frequent brand mentions, which contribute to the fame making part of the strategy for clients. These mentions are less-clearly part of (the rather opaque) search algorithms, although it has been suggested that they still add-up to a ranking factor. They certainly contribute to the front-of-mind visibility for your brand.
