The updates of the algorithms of the social platforms have caused the organic spread of the posts drastically reduced and organic work (SEO) on social networks suffers. Networks have also encouraged paid content.

This reliance on external algorithms has led many brands to look for ways to appear on the first page of Google results to increase their visibility and sales potential.

“The answer lies in developing powerful link building strategies that naturally drive link generation. That is, convincing other sites that your content is so valuable that it is interesting to link to it, something that Google prioritises to show your site among the first results of user searches,” he points out. Anne MorenoContent Director of RenewMarketing and communication company based on data analysis.

Experts | coobisa tool that brings brands and media into contact to carry out actions Branded Content, SEO & Influencer Marketing and which belongs to Rebold, have compiled the nine keys to help brands achieve this goal.

Increase the number of backlinks improve positioning

It is the first rule that the search engine follows. Links are one of the main variables that make up your algorithm, but not the only one.

The best content

Taking into account that link building is the process of getting links to a brand’s website from other relevant sites, it is necessary to combine marketing, sales and psychology strategies.

For a strategy too link building works it is inevitable to have the best content as someone who links from a website is because that content interested them.

A continuous work to collect links brings various benefits: they improve the visibility of the brand, convey reputation and authority; Allow to increase web traffic and followers; and help the company to achieve short- and long-term goals.

The more links you get from other relevant websites, the more people can see this content and can convert it into customers in the future and through an appropriate marketing strategy.

Constant search for valuable link sources

That link building is part of SEO (search engine optimization), organic positioning in search engines.

Some of the benefits it offers to reach customers are: increased authority of a website, greater visibility, and a more sustainable investment. The techniques of link building Not only are they cheaper than investing in advertising, the investment continues to pay off as long as the link and the page it comes from remain active.

Also, the links are public. Link building, combined with strategic competitor analysis, offers the opportunity to see exactly where competitors are getting their links from, and to target the same sources for a brand to acquire their own links, or even discover other valuable sources of links.

OnPage SEO Y OffPage SEOalways hand in hand

In order for a website to be better positioned, the strategy must be based on two types of actions:

SEO on the page IIt encompasses all the techniques a brand can use on its own website to ensure it ranks in the SERPs (search results pages). The elements that enhance this aspect are: headlines, metadata (keywords and descriptions), structure of the content of the site that URLsthe content HTML and internal links.

That OffPage SEO It is the technique focused on getting external links pointing to a web page to improve organic positioning in search engines. within this discipline link building It’s one of the most important techniques.

Keep an eye on the metrics

A link generation strategy must be accompanied by tracking the metrics used to measure its effectiveness in order to know if the expected results are being achieved and to make the right decisions: increase investments, change strategy, invest in content. higher value, bet on other keywords, etc.

The key metrics are DA, PA Y DRwhich make it possible to determine whether the sources from which links are derived are valuable and help to improve a website’s authority.

GIVES (domain authority). It defines the authority that a domain has, an entire website and was set up by MOZ, one of the most important tools SEO. The higher it is (from 1 to 100), the better the options to appear in the first results of Google. But you have to be careful with this metric because a website can suffer if it gets links from a low-authority domain.

PA (site authority). It is a measure of the quality and quantity of inbound links to a given page, also defined by MOZ. The difference is that only one page of the entire site is measured, which is particularly interesting when developing an internal link strategy.

DR (domain rating). This index also measures the authority of a domain worldwide. This is a comparable metric for both domain authorities (GIVES) to side rank (PR) Original, which Google now no longer shows publicly.

Go for the long tail

Select the keywords Adequate is one of the axes that mark the success or failure of the link generation strategy. Therefore, it is important to have a good number of keywords and to establish continuous improvement. That’s the only way it will work link building.

It’s best to choose the long tail. That is, use keywords that are as specific as possible. Even if they don’t get a lot of searches, they make sure that this brand offers what people are really looking for and get qualified traffic.

The first step is to create an extensive list of keywords:

1.- Analyze those used by customers, suppliers and competitors. They can be obtained by looking at the meta keywords their websites.

2.- Answer the following questions: What does the brand offer, what exactly does it sell? You have to put yourself in the shoes of the users and convert the answers into keywords that contain between one and five terms.

3.- Other questions are: Who does the brand offer it to?What is their customer profile (the Buyer Personality)? Where does the brand offer it? What sets it apart from the competition? And what is your value proposition?

Once a first word list is reached, it can be expanded. It’s time to use some of the tools available on the market to include synonyms or antonyms, combine several of them, incorporate new ones keywords

Tools like Google Ads Keyword Planner can also be used to analyze search volume, which is the next step. Only then does the brand know what to focus on.

Another option is to use the Google Trends tool to observe the search trend for a keyword over a period of time. This helps identify times when certain keywords are becoming popular.

After all, it is important to build a tree keywords and link each of them to a link source that the brand is interested in. This way and through long tail You can find niches with little competition and that can bring in potential customers.

Choose an appropriate anchor text

They form the visible part of a link that leads to a page. This is the text users must click if they want to open this link. And ideally it should be related to one of the keywords established by the brand on your list.

Capture links from authorized and valuable sources

Not all links are worth the same. Up until just over a year ago, there were two basic types of links:

connections follow. These are the standard links that do not contain any special attributes HTML reconfigure it. Google spiders crawl them regularly.

connections do not follow. Is about connections who do not convey authority (or GIVESneither PA neither PR) from the original source. They were created to spam.

So the normal thing is to get links follow that convey the authority of the sources to which they link. This is one of the keys to a strategy of link building Correctly.

Integrate the link building within the content strategy

The key to a strategy link building Effectively happens by getting links naturally. Or at least it seems so, something that’s only getting more complicated as Google establishes patterns that penalize it link building artificially.

In addition, today’s predominant content is visual in nature. Infographics and videos are the easiest content to share.

From there, various tactics come into play that can help identify the sites you’re interested in getting links from and interact with them to achieve that.

These are some of the key tactics: identify sites that focus on the same topics that the brand is interested in, disseminate the content in aggregators that contain thematic content, establish relationships bloggers either influencers of the sector that interests the brand, bet on the guest post in both directions and use alternative channels such as email marketing.

Exactly, and to help brands start a link generation strategy from scratch, Coobis recently published the free white paper “Link Building for Managers”.

Google, Search Engine Optimization, SEO