The Importance of Backlinks
One of the prerequisites for a high organic ranking on Google is thematically appropriate and high-quality backlinks. These links to your own website show the Google algorithm that is relevant to users. The generation of backlinks, the so-called link building, is an essential part of a successful SEO strategy as presented by Outreach Monks.
For B2B companies, in particular, it is worthwhile to approach the development of external links strategically and systematically, because there are comparatively few opportunities for backlinks in the B2B industry. In this way, all potential link sources can be optimally used.
Backlink Strategies for B2B Businesses
A first step to improve the number of links on your own website is to optimize existing links. For example, broken links, i.e. links that refer to 404 pages, can be detected, or outdated link targets can be updated.
However, some of the existing links can even have a negative effect on the Google ranking: Backlinks from pages that do not fit the linked page thematically or that are identified by Google as spam pages lead to a worse position in the worst case. In order to avoid being penalized by the algorithm, it is advisable in this case to invalidate the links or have them removed.
The second step is to provide new, external links. It is important to note that link building is an SEO strategy that must be applied over the long term. Since there are comparatively few opportunities for external links, especially in the B2B sector, it is all the more important to use the available potential as best as possible. Link building opportunities are available through the following channels:
- Directories. Listing in (industry-specific) directories is inexpensive and relatively easy to implement since companies can register themselves in most directories. It is important to rely on reputable directories and thematic proximity to the actual website. Some specialist media also provide a directory for providers, partners, etc.
- Specialist media and general media. Specialist media and portals themselves are also a good option for generating backlinks. In order to achieve a link in editorial articles, up-to-date, and unique content, for example in the form of studies, analyses, or guides, is essential. This procedure can already be understood as part of a content marketing strategy. Creating good content involves a lot of effort, but ideally, it will be rewarded with many valuable links.
- External links in general media such as newspapers and magazines also have a positive effect on the Google listing – however, such links are very difficult to generate because national media cover a very wide range of topics. Local and regional newspapers and magazines are therefore most promising. In order to identify suitable media and portals for one’s own market segment, an analysis of the link sources of direct competitors with link research tools (LRTs) brings revealing results.
- Partnerships and collaborations. In addition, partner websites are also available as external link sources. If a company takes part in a trade fair, conference, or event, for example, a link on the profile page of the event creates additional added value. On the websites of organizations and associations, too, members usually have the opportunity to collect external links to the company website. The cooperation with suppliers and service providers, universities and research institutes as well as sponsors and other cooperation partners can also be used through links on your own website.
In addition, many municipalities and districts support local and regional companies through backlinks. The best way to get a link from partnerships and cooperations is to actively address the respective contact person.
For B2B companies, in particular, it is worth optimizing SEO results through link building. By updating existing links and removing non-compliant links, some ranking positions can be gained. If you also want to generate new links, focus on listing in directories or try to get a link in specialist media, newspapers, or magazines through current studies, analyses, or guides. In addition, external links can be generated on the websites of the partners through partnerships with other companies, participation in events, or membership in organizations.