There is a lot to consider when you are looking at ways to increase your website ranking on Google. The sheer amount of competition to beat could seem like a daunting task - which honestly, it is. However, with determination, hard work, and a focused direction - it’s not only achievable but could be downright simple to see through. And these aren’t just words to get you to continue reading - it worked for us! And we are going to share everything we know so you could try to make it work for you as well!
It all started sometime in the third quarter of 2017. We have been looking at renewing our brand communication efforts and establishing a definitive social presence on the internet. Organic traffic that’s encouraged to engage, participate and retain on the merit of our content - became our top focus. We hired the right resources and started experimenting with what was available to us. Results were hard to come by and the minimal success we achieved, via dedicated efforts towards guest blogging, was a result of weeks of strenuous tasks and follow-ups. The alternative - was redirecting a chunk of our market budget in order to encourage (pay for) referrals or backlinks from well-known websites. Clearly, these aren’t the solutions that would work for us or even close to what we were seeking to achieve. We were convinced there was a better way - and that’s what we set out to do!
First - Let’s start with understanding what we are trying to conquer:
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on SERPs (Search Engine Result Pages).
DA scores range between 1 to 100, with higher scores representing the likelihood of a site to rank higher on search engines. This score is derived by evaluating linking root domains, the total number of links, MozRank, MozTrust, etc. — into a single DA score.
All in all, The domain authority of a website is a critical search ranking factor and most businesses find it extremely challenging to improve their website score.
Thus, building quality backlinks should be among your marketers' key goals this year.
At its simplest, a backlink is an incoming hyperlink from one web page to another. Think of them as ‘references’ for your website. The more number of references you have - the more credibility you naturally acquire. Similarly, when a search engine, like Google, is looking at showing it’s users relevant and accurate content - it’s going to find and list the topmost credible sources on the topic. Credible being the keyword. Credibility that’s determined by how many people are consuming your content and referring it to others. Since Google is not reading the contents of your website and remembering them to enlist it on its results - it depends on backlinks (referrals) to identify the most valid source of information to provide its users.
So more quality backlinks = more website reputation = more credible validity from the search engine = higher search rankings organically.
Where most marketers fail is that they lose the very purpose of building links - to showcase your business as an expert in your niche. They perceive building links to be a mechanical process of linking back to as many sites as possible. As a marketer, you must understand that Google gives priority to great content and experience - something that benefits online searchers. Quality links are one way for Google to know that you are satisfying searchers and therefore have a valid reason to rank your site higher.
Therefore, quality links can only be born out of relevant and quality content. When you pitch this content to be published on good sites, you get links. The second way you get links is when your content gets picked up and shared by some of these sites. When I say good sites, I mean sites which have a relatively high domain authority in your niche - these sites would be ranking for keywords that you are targeting.
It’s no secret that in our pursuit to reach higher search result rankings - we tend to fall victim of poor content marketing. Content that’s determined on the basis of selective keywords, is focussed on hitting more search terms and less on the value it adds to the reader. What’s more - it’s backed by not much in terms of credible reputed sources.
Remember, SEO agencies will tell you that more backlinks are always better. And while that’s technically correct - poor backlinks with low quality content is going to do more harm to your website ranking than any good. Poor quality, keyword specific content could leave your website and its content flagged for spam or undependable links.
Thumb Rule: If your target audience loves your content - on your site and off it, search engines will love you too and with consistent efforts you'll get regular and relevant site traffic, leads, and conversions.
Requesting backlinks could be an expensive affair. Getting quality mentions and links from well-reviewed publications can cost you thousands of dollars. Many low to medium domain authority blogs will ask you anywhere between $50 to $2000 for a guest post. Naturally, some of these websites have relatively low domain authority and so wouldn’t be much help in any case. Whereas, publications such as Forbes, Entrepreneur, and Huffington Post etc. work in the price bracket of $5000 - $15,000 for each mention.
For a mere 10-15 quality backlinks - These costs tend to add up - resulting in an investment of an easy $50,000.
There is an alternative to this route though - and that is pitching for coverage organically on the merit of your content. This method is identified as Guest Blogging and it has its own challenges and requisites. While its an option no doubt, the process is quite long drawn and tedious to effectively implement. And while you might find success in your pursuits - the results are often underwhelming.
So here we are - with a solution that is equally as rewarding but easy on the wallet and faster in its process. You wouldn’t need to dedicate a beefy part of your marketing budget but rather ensure sincere consistency in your efforts and patience, for results to deliver.
How does $500 result in over $50,000 worth of Backlinks?
It’s quite simple really and we are certain, with a little ingenuity, this could work for everyone. To get you started - simply follow these 8 steps:
For us, the blog topic we identified was ‘Strategies For Video Marketing Success’. With 2018 just around the corner, we found this to be the perfect opportunity to update one of our high performing blogs with the most recent and relevant information for our readers. Which we did and then converted the new updated post into an attractive, self-contained infographic.
As a premium animated video production company, we focused on creating a simple, clean infographic in our signature story-telling style.
What’s the average cost?
Updating, Summarizing and Validating information: 6 hours
Concept and Design: 14 hours
At an average resource cost of $25/hour = this exercise cost: $25 x 20 hours = $500! + a day of identifying and republishing.
Once we were ready and confident of our new post, we went about seeking the right websites to approach in order to get our post featured and generate a few backlinks.
MarketingProfs, a dedicated website for digital marketers, was among the high DA websites we were seeking with a section dedicated to infographics contributed by readers. A simple email and introduction set the ball rolling for us, and in less than a week - we were invited to feature our infographic on their website!
If you are not sure about what to write in your email to get started? Below is an untouched copy of our message as sent to MarketingProfs. Hope it helps!
Hope you are doing great!
I'm Sunny and I'm the Founder of Broadcast2World. At Broadcast2World we are passionate about storytelling and animated videos.
We recently created this infographic on strategies for video marketing success in 2018 using our signature cartoon-style illustration:
I'm sure the content will also be valuable and a good fit for your readers.
Hope you consider the same for republishing on your prestigious blog.
Would be looking forward to hearing from you.
It doesn’t take long for good content to get noticed and picked up. While still relatively fresh and untested, our infographic post was published by Linkedin’s Official Blog. (Jackpot!). Naturally, getting featured on Linkedin got us noticed and encouraged more backlink coverage for our article.
So far, we have 4 backlinks (as seen below) and we expect at least another 6-7 backlinks before the circle completes itself.
And that’s our story so far. While we anticipate more engagement, we are already planning our next content update, more strategically and with an even more effective deployment plan. But finding an alternative to spending thousands and thousands of dollars (do the math: at it’s cheap for some content you have produced yourself was a reason exciting enough to write this blog and share it with the world. We are not looking for another backlink here - we want everyone to get backlinks the right way. Share-worthy content that’s delivered with sincerity, quality, and consistency.
That said, getting backlinks is an arduous task. But simpler when you create good quality, compelling, story-driven content.
Professionally designed infographics are usually cheap to produce and can become the difference between a good and a great post. Well, known publications are always on the lookout for attractive and meaningful visuals to share with their viewers - with your well-designed infographic - you would be catering to a very real need in the market that will, in turn, help your brand and your business - build its reputation the right way.
Now go out there and start building some backlinks!
Did we miss out on something? Do you have a clever approach to generate quality backlinks? Tell us below!!