One Google update after another has left a lot of webmasters confused about what is and is not successful. Long believed to be an essential process in SEO, link building is perhaps the trickiest part of inbound marketing, especially because of potential Google Penguin penalties. While link building might not directly impact websites’ ranking, it can still help improve position by increasing exposure and driving more traffic. But for your efforts to be efficient, you must implement a link building strategy that conforms to the latest link building trends in 2015. Let’s take a look at four of the safest link building trends of this year.
1. Content Marketing and Link Building Will Be Inextricably Linked
In a recent Google+ live hangout, Google’s webmaster trends analyst, John Mueller, has stated that website owners should create content that “stands on its own” and is easy for other blogs or websites to link to. Webmasters are consistently searching for relevant sources that can back up the information provided on their websites, which makes content marketing an important part of the process. By publishing high-quality content that delivers value, other blogs will be more likely to link to your website, and even include you among relevant sources used for putting together other articles.
However, Mueller recommends utilizing plugins and other tools that make backlinking simple and effortless. The easier it is for other websites to share your website, the more probable they will be to actually do it. Once the number of websites that link back to yours increases, your ranking will be exponentially improved, as search engines will take your website as a highly relevant source that can benefit Internet users.
2. Broken Link Building Will See a Dramatic Increase in Popularity
It is not uncommon for websites to have broken links included either in the body or resource box of their articles. Broken link building is seemingly becoming extremely popular in 2015, specifically because many websites fail to repair broken links, which gives webmasters the opportunity to use their links instead. An impressive number of websites are deleting pages or changing their URLs, which oftentimes results in making initial links completely unusable and renders them broken. By identifying these links in articles or resource boxes, webmasters can take the opportunity and contact the owner of the website to let them down about them, and also recommend their very own websites as replacement for the broken links. In most all the time, the owners of these websites will be grateful for letting them know about the broken links since this usually impacts SEO, giving you their place instead – which instantly gives you more exposure and allows you to build relationships outside of your regular readers.
The number of broken links is expected to increase at a great deal in 2015, which automatically makes broken link building a popular trend. And if webmasters take advantage of each opportunity to replace a broken link, their ranking will also experience a dramatic increase.
3. Leveraging Social Shares Will Become a Priority
As the three pillars of SEO, social shares can greatly impact your position within search engine result pages, providing an efficient link building opportunity to webmasters. Links posted or shared via social networks are expected to become the most important form of link building, with most search engines giving them more priority.But for your website to receive social shares, webmasters will need to consider two essential components: first, having content of a great quality that delivers exactly the information users are looking for; and second, a relevant audience. On top of communicating relevant information, your content must also be unique, have a compelling structure, and also utilize media such as photos, videos, and infographics. On the other hand, your audience must necessarily be interested in your industry, and also have a big interest in what you have to say.
At the same time, webmasters will have to encourage social sharing by using specific plugins and making the process easy. While most users can copy and paste the URL of your website as part of a post or status update on Facebook, Twitter, or any other social network, allowing them to share the URL directly from your website is even better. The effort required on their part is minimal, which increases the likelihood to actually have your links shared and further distributed by a wider audience.
4. Videos Will Receive Even More Shares
Due to providing information in a visual and easy-to-under fashion, videos have always been an important part of brands’ content marketing efforts – and it seems that we can expect it to become even more important in 2015. Many websites are sharing YouTube videos in the body of their articles in order to give readers the chance to understand the information presented there. By creating relevant and professional videos that are highly informational and engaging, webmasters can encourage other websites and blogs to include them along with their posts and articles, and even share them via social networks. This inevitably gives your own website more exposure, helping create backlinks that will increase its ranking and also drive more traffic.
Let’s not forget that videos are also a good way to convey expertise, which can gradually establish you as an industry expert. As such, more blogs will be linking back to your website, building quality links that will help your brand grow.
Never forget that link building is very time-extensive, and will require patience in order to provide results. Ethical strategies that aim to get links organically and without interfering with the process will allow your website to gain more exposure and also get more traffic in a relatively short amount of time. If you are inexperienced and still want to implement an efficient link building strategy, consider hiring an expert SEO company to handle the process for you. Specifically, you should be looking for companies that incorporate into their link building service a content outreach strategy gaining links via publishing highly shareable engaging content on reputable and authoritative websites and blogs, generating high-quality backlinks pointing to your website which will improve your rankings in Google and at the same time will never result in getting your website penalised by the next Google Penguin update.
Laurence Porter has been working in SEO since 2006 and is passionate about onsite SEO, Content marketing and social media. His main aim is to bring all of these different elements together to offer his clients a well-rounded, far reaching digital marketing strategy with the best possible ROI and brand exposure.
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