Three Methods to Evolve Your Hyperlink Constructing in 2023 — Whiteboard Friday


The writer’s views are totally his or her personal (excluding the unlikely occasion of hypnosis) and will not all the time mirror the views of Moz.

Welcome to 2023! Within the first Whiteboard Friday of the brand new 12 months, Paddy walks by means of three strategies to evolve your hyperlink constructing efforts — not reinventing the wheel, however by enhancing what you presently do.

infographic outlining Paddy's three methods for evolving your current link building efforts

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hello, Moz followers. Welcome to a different version of Whiteboard Friday. I am Paddy Moogan. I am the CEO of Aira. At this time, we’ll discuss hyperlink constructing and the right way to evolve your hyperlink constructing to its subsequent section and to enhance what you do in the meanwhile.

So we’ll speak by means of three strategies to enhance your hyperlink constructing and evolve it and enhance the outcomes you get for purchasers. 

1. Use the shopper journey to generate concepts

So firstly, primary, there’s a little bit of a difficulty typically with hyperlink constructing and the relevance of the content material that we produce for hyperlink constructing. So a method we will truly enhance that and make our content material as related as potential is to make use of the shopper journey to generate hyperlink constructing concepts.

Now, there’s a number of alternative ways of excited about the shopper journey, completely different funnels, completely different methodologies. One factor we use at Aira for that is the attention, consideration, and determination phases, the place the shopper goes from being conscious of the issue, the ache factors, one thing they wish to repair, then their choices and attempting to determine, “Okay, who ought to I select to unravel that downside?”

After which, lastly, perhaps getting their bank card out, choosing up the telephone, emailing, that sort of stuff to truly determine who they will go together with. Now, we will use this mannequin to truly give you hyperlink constructing concepts. I will share how we do that at Aira. So there’s 4 pillars we will use to attempt to work out content material concepts which can be related to our prospects. Firstly, we begin with the viewers themselves.

So who’re our viewers? Who’re we attempting to talk to? Who’re our perfect consumers for the services that we promote? In order that’s the place we begin. We then transfer on to the ache factors of our viewers. So what sorts of issues do they battle with? What sort of triggers can truly make them begin to search for a product resembling yours or a service resembling yours?

After which thirdly, what options do you provide as a model or a web site to attempt to repair these ache factors for these prospects and attempting to attach these issues collectively? Fourthly, what key phrases are you attempting to rank for? What are you attempting to rank for in Google? How does that join again to your service and your product? And what that permits you to do is to tie collectively these phases into precise rankings, precise key phrases that you simply’re attempting to enhance along with your hyperlink constructing and your content material.

The great factor about utilizing these 4 areas to attempt to give you content material concepts for hyperlink constructing is that it forces relevance. It is actually laborious to truly do that. When you stray too far-off from it, you give you concepts that are not very related. So for those who stick actually nearer to it, it’s kind of more durable. That is sort of the purpose. What you are attempting to do right here is strike that steadiness between concepts that may get hyperlinks, but additionally content material concepts which can be very related to your viewers and who you are attempting to promote your merchandise or your providers to.

So attempt to use these 4 factors right here to give you your concepts, and ensure the concepts you give you are actually related to your buyer and never simply being executed purely for hyperlink constructing. 

2. Transfer past campaigns

Second level, second factor we will do to evolve our hyperlink constructing is to maneuver past large, shiny, interactive hyperlink constructing campaigns. Now, we have constructed lots of of those over time at Aira. We are going to proceed to construct them.

I really like a great, shiny, interactive hero marketing campaign. However I consider there’s extra we will do in the case of content-led hyperlink constructing. So there’s 4 issues we will do right here. So firstly, attempt to make any campaigns, any content material that you simply give you evergreen. What I imply by that’s it should not be a begin and a cease marketing campaign, the place you launch a marketing campaign, do your outreach, after which neglect about it and transfer on to the following one.

Try to create concepts and campaigns that you may outreach and promote over and again and again. If you are able to do that, it continues to be related all year long, throughout a number of years. It is not only a one-off marketing campaign that you simply’re hoping will get hyperlinks earlier than you progress on to the following one. The second factor you are able to do is definitely to not cease the outreach. So most SEOs truly will outreach a marketing campaign after which cease as soon as that marketing campaign is completed and transfer on to the following one.

What you have to be attempting to do as a substitute is create campaigns that you may all the time outreach and all the time promote. So attempt to not cease your outreach, and what occurs over time is you construct up a number of campaigns, a number of content material items, and you find yourself with a pleasant, large financial institution of content material that you may regularly outreach and get hyperlinks to. It is not relying upon one marketing campaign after one other to get hyperlinks. 

3. Intention for hyperlinks you did not ask for

Third level we will do is to take a look at present content material.

So once more, whenever you’re excited about creating hyperlink constructing campaigns, the pure tendency is to consider one thing new, to consider, “Okay, what can we create that is model new, hasn’t been executed earlier than, fully new marketing campaign for a web site or a consumer?” Effectively, truly, that is completely fantastic, however there could also be some present content material on that web site that’s link-worthy. So make sure that, whenever you begin working with a web site or a brand new model, have a look at what they have already, see which content material they have that is likely to be link-worthy, might have gotten hyperlinks previously, and attempt to outreach and promote that content material while you are constructing new campaigns.

This works rather well notably for businesses, as a result of whenever you’re launching a marketing campaign, it takes a little bit of time to give you concepts, do the manufacturing, do the design. While you are doing all of that, if you’ll find present content material on that web site that’s link-worthy, you may promote that and get hyperlinks to that while you are constructing the large marketing campaign. And also you’re offsetting the chance there as effectively and getting hyperlinks within the quick time period in addition to the long run.

Fourthly, simplify your execution. Not each content material piece must be large, shiny, interactive, full-page takeovers. It may be so simple as a weblog submit. It may very well be a small, mini infographic. Strive to not fear an excessive amount of about large, fancy executions. Let the thought lead the execution. And if that signifies that you write only a very, quite simple weblog submit with a few photos, perhaps a number of copy and bullet factors, that is completely fantastic.

If that is one of the simplest ways to execute your thought, then that is what you must go together with and never fear an excessive amount of about making one thing interactive or large only for the sake of it. So thirdly, the third factor we will do to raise our hyperlink constructing is to intention for hyperlinks that you simply did not ask for. So quite a lot of the time with hyperlink constructing methods they depend upon outreach, and outreach means sending emails, attempting to get in contact with site owners and hyperlink prospects and get hyperlinks from them.

That is completely fantastic. We should always proceed doing that. However one place you wish to attempt to get to is to create content material the place it naturally will get hyperlinks by itself. So you could effectively do outreach and get hyperlinks for that content material. However in addition to that, you are additionally getting individuals who hyperlink to that content material naturally, so you are not relying an excessive amount of simply on the outreach. Now there’s three examples right here of content material you may create that really will do that. Now the very first thing to recollect is definitely content material that ranks tends to get hyperlinks, as a result of when individuals are doing analysis into completely different areas and attempting to write down about sure industries, they could search for content material they’ll additionally hyperlink to.

So, for instance, when you’ve got a web page that is about statistics and traits in your business, and somebody is writing an article about your business and traits in 2022, in the event that they discover your content material, there is a good likelihood that they may hyperlink to it as effectively within the content material they’re producing. But when it ranks, they have extra likelihood of discovering it. The second space is long-form guides, actually in-depth, actually detailed content material. If you’ll find some good subject concepts to write down about within the long-form method, long-form guides are inclined to rank for lots of long-tail and mid-tail key phrases.

Once more, if it ranks rather well, it’s extremely detailed, very techy, this works rather well for very technical merchandise and really technical providers. When you can create content material about your services or products that is fairly technical, it is received a great likelihood of rating effectively and likewise being referenced and linked to by different web sites. And thirdly, business reviews. So truly, we do that ourselves at Aira.

We produced a State of Hyperlink Constructing Report just a few months in the past. It is a report that will get referenced quite a bit by our business as a result of it is a normal within the business for hyperlink constructing and other people consider it after they’re writing their very own content material. So in your business, for those who can create business benchmark reviews, state of business reviews, surveys, that sort of stuff, that really shares data and shares data with the business, it is simple for folks to reference that in their very own content material that they produce as effectively.

However once more, it must rank effectively for folks to seek out it within the first place. So there’s 3 ways to truly evolve your hyperlink constructing and attempt to elevate it to the following degree past campaigns, past outreach, and truly attempting to get hyperlinks that you simply did not ask for. In order that’s Whiteboard Friday for me. I am Paddy Moogan. When you’ve received any questions, drop them into the feedback beneath. I will be completely satisfied to get again to you.

Video transcription by


Please enter your comment!
Please enter your name here