Inbound Links. They’re still one of the strongest factors in search engine ranking, and you need them. Many companies employ people full-time to do nothing other than get links, and there are sizeable consultancy businesses offering to do the hard work for you. But if you’re a typical small B2B company, you probably put little or no resources into this, because it’s hard, and the results are difficult to measure. That’s as much of a mistake as it’s ever been.
There are thousands of articles online about how to get links, and I’d encourage reading a few. But here are three methods I’ve found effective for B2B companies.
Offer useful stuff: Online calculators, wallcharts, explanatory White Papers …all can get links, and you’ll be surprised at the places they come from. In addition, once you’ve got these, you’ll start to notice resources online that ought to link to them, giving you the chance to approach those places and ask for a link.
Write testimonials for suppliers: Your company’s own suppliers may well love to run a quote from you (with a link) saying how satisfied you are with the relationship. This is a favourite link-building method, if only because it’s a win for both parties. Try to get a mention in the testimonial of your own products or services.
Request links in return for support: So many companies support local schools and charities without receiving a website link in return. The only reason the organisation being supported doesn’t provide this is because they haven’t been asked. Make it easy by offering them some wording including that all-important link.
Overall, the best way to get links is to constantly keep an eye open for opportunities, and to follow those up. That’s why I always say that link-building is better done in-house than outsourced to an agency: it’s you who will come across the best opportunities, and it’s you whose request for a link will carry more weight.