Link building Strategies for the Singapore Marketer

link building strategies for the Singapore marketer
link building strategies for the Singapore marketer

link building

One of the factors that determine success of an online business in Singapore is building a great site. SEO professionals are usually filled with delight when they link building strategies to back link to their site is posted on a high authority website. They usually reach out to many of these high authority sites with the hope that they will get a few backlinks to their sites.

Link building is an exhaustive process which consumes so much time and resources. There is so much that goes into link building way before a site owner decides to reach out to high authority sites for backlinks.

Considering that link building involves a lot of work, many people try to look for shortcuts while at it. If you are planning to secure high quality links and consequently achieve organic search growth, you have to invest in the following:

  • Keyword research.
  • Content Development.
  • On-page optimization.

If you want to achieve success earning links and better search results, you will have to focus on the SEO pillars mentioned above. Let’s have a look at each of them.

  1. Kick-start the link building campaign with Keyword Research

This is the first process. Strategic link building involving proper keyword research is what will enable you to achieve your goals.

Considering the fact that link building is a long and time consuming process, you have no option but to look for opportunities where the links can provide the best results. A sound keyword research will help you find these opportunities and plan your strategy.

In order to find the best SEO keywords, follow the following process:

  • Develop a seed list of keywords.
  • Conduct an analysis of seed keywords.
  • Start with best opportunities.

The steps above are all vital to determining which keywords can drive the best search results.

Build out a Seed List of Keywords

The keyword research process should begin by developing a list of seed keywords. Seed keywords represent the search terms that are that closely relate to your business. You can use the following sources to put together your list.

  • Audience language and terms.
  • Competitor keywords.
  • Searches related to the keywords within search engines.
  • Service or product terms.

These sources will help you compile a list of seed keywords which will provide the bedrock as you better your keyword research.

Conduct an analysis of seed keywords

When you finish putting together  a seed list, you need to make an analysis of the search terms you have found. This will help you know the potential search opportunities that each term presents. Focus on the following in your analysis.

  • Brands currently ranking.
  • Searcher intent.
  • The level of competition.
  • Search volume.
  • SERP features for each term.

Start with the best opportunities

Once you’ve completed analyzing the main areas that present search opportunities, you’d want to make the best out of your SEO efforts. You can do this by prioritizing keyword targets. Considering that it takes long to see the results of your link building endeavors, it is wise to start with opportunities that produce the best results.

The prioritization of keyword opportunities should be based on:

  • The internal investment needs, for instance time and resources.
  • The balance of high search volume and low competition.
  • Your business goals.

2. Importance of Content Development

In order to rank in search, you require ranking pages as well as a page that answers searcher intent. All this can be achieved through content development.

Content development isn’t all about creating new content. It may also mean improving the existing content on your site.

Tweaking Existing Pages

If you already have content on your site, do not worry about creating new content. For a page that serves your target keywords, all you need to do is make minor improvements to the page. This will significantly increase the visibility of your site.

A page that you chose as a potential target page probably ranks well (within the top 50). Such a page only requires a few tweaks to enable it to answer relevant searches better and increase linkability.

 How do you determine what to change? You can get ideas from the SERPs you are targeting, because they are the competitor pages. To increase linkability, you need to do the following:

  • Improve the visuals and design of the page.
  • Increase the length and depth of the article.
  • Update time-sensitive content.
  • Include multiple formats in your content, e.g video, infographcs et.c

When you improve existing pages, you will save yourself the costs you would have incurred creating new content that targets important keywords.

Creating strategic pages

You require a page that adequately answers the intent behind your target terms and if you don’t have such, create one. Once you have created or are improving an existing page, consider looking at other ranking pages.

 Ranking pages will help you make better decisions regarding formatting and style (the goal here is to craft a page that is similar to those currently ranking). You aim will be to create the best page for the keywords you’re targeting. When creating a page, focus on:

  • Sufficiently answering searcher intent.
  • Tweaking the structure of the page such that it includes all keyword possibilities.

Developing a high quality page will be one step towards success. You will be able to acquire quality links and this will boost search performance.

3.Prioritize on-page over off-page optimization

When external optimization (which involves acquiring links) is combined with on-page optimization, it becomes more powerful. Acquiring high quality links means nothing if your site is not fully optimized.

On the other hand, backlinks can significantly boost your traffic and visibility if your pages are optimized and well-designed. When tweaking the existing pages of your site and creating new ones, focus on the following:

  • Mobile experience
  • URL structure
  • Robots.txt
  • Page errors
  • Page speed
  • Broken images and links
  • Redirects
  • Duplicate content
  • Headers, title tags, alt tags, etc.

Once you get these technical elements right, it will be much easier to get the most out of the links you acquire. Internal links are also vital to the link building process because of they perform the following functions.

  • Guide search crawlers.
  • Direct valuable link equity
  • Impact usability

In your site, there are pages that struggle to earn links, for instance product and category pages. Internal links enable these pages earn links. To understand it better, think of the linking structure as following this pattern.

Third-party linking site>Linkable asset on your site>Important product page

Many webmasters rarely link to pages which would help facilitate more conversions. You need to create linkable assets with internal links if you want to attract more traffic to your converting pages.


4 Ways To A Better Link Building Campaign

One of the most important components of your SEO strategy is link building. Surprisingly, some companies and individuals approach it haphazardly. Without a structured plan on how you are going to acquire high-quality links, you will not achieve the results you anticipated when you invested in the campaign.

Here are 4 actions that you can take to improve the efficiency and effectiveness of your link building campaign.

Base Your Campaign on a Plan

Failing to plan is equivalent to planning to fail. Your link building campaign and all other Singapore digital marketing strategies should be based on a plan. Planning is not a luxury, but a necessity that will help keep your brand on track, help you achieve the set goals, improve performance, and reduce wastage of energy and time.

For example, if you are traveling to a new location far from the city, your chances of getting to the destination are slim if you do not have a map or GPS to guide you or a route in mind.

Take time to come up with a comprehensive link-building plan to help you maximize the results. The plan should not merely have a bunch of numbers. Instead, it should highlight the specific steps that you will take to attain each goal.

Focus on the Right Niches

Instead of going after every link that you deem relevant to your business, you should redefine your strategy to get links from a few niches that are highly relevant.

For example, if you were building links for an architectural agency, your main goal would be to get links from engineers, homebuilders, and commercial contractors. However, you need to understand that each link source will have a unique set of reasons why they link to a particular architectural agency firm. Now, creating content for each link source is inefficient and uneconomical.

You can achieve this goal efficiently by creating top-notch content that is relevant and appealing to home builders then come up with an outreach program that targets the site. By doing so, your workflow will be more productive and efficient.

Stick to the Process

Just like preparing a meal, there is a recipe and procedures that you need to adhere to if you are to succeed in cooking a finger-licking meal for your family. Overlooking some of the steps is a recipe for disaster. You will also not be able to keep track of the results.

Follow the process, keep in mind that every step is important, and will help you to achieve the set results. Start by identifying the goal then determine which topics you need to write about and rank for to get to that goal.

Document the Tasks

Writing down the work that you input into the link building campaign has been proven to improve the manner in which various teams collaborate. There are project management tools that you can use to delegate tasks to the members of the team without breaking a sweat. Each member will have direct access to his or her respective statuses and tasks, the required files as well as internal and external logs of all communication.

Your link building campaign needs to be properly planned for and executed if it is to succeed in helping your business climb to the first page of Google. Be sure to avoid any spammy link building strategies to avoid being penalized by the search engines.


Final Thoughts

All in all, link building isn’t as difficult as you think. Perhaps the part that requires more aggression is where you convince other websites to link to your site.

Once you have earned links, do not forget to support it with factors such as optimized content in order to get the best results. You link acquisition efforts will not be in vain if you do the following:

  • Kick-start the link building campaign with keyword research
  • Improve content in your site
  • Prioritize on-page optimization over off-page optimization.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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August 15, 2018

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