The guidance on how to get your content to rank high in search results has changed over the years. However, the focus is always on Google, the world’s leading search engine, and it often changes its algorithms, requiring content marketers to adapt their strategies.
The algorithm updates that Google makes can often make or break sites. For example, if it significantly changes ranking signals, some areas can lose a big chunk of their traffic overnight, and getting it back seems almost impossible.
However, one SEO best practice has stood the test of time, and that’s link building. It has been used since the early days of the online search engine. This is because Google and other search engines view quality inbound links as a positive ranking factor.
Unfortunately, many people try to take shortcuts in link building by employing frowned-upon methods. Blackhat link-building strategies will most certainly get your site penalized, and so is buying copious amounts of backlinks from spammy websites. The 2022 link-building strategies don’t include any of that.
What is link building?
Link building is the name of the process in which a landing page on the website is given a hyperlink on another website. When someone clicks on that link on the other website, they’ll be taken to your landing page. The aim here is to improve search engine visibility.
These backlinks can be obtained in various ways. For example, a website might organically link to your homepage or a post on your blog just because they found your content interesting. You can also develop well-thought-out strategies to reach out to relevant websites in your niche to gain new backlinks.
Why is link building important for improving search rankings?
To understand this, it’s essential to realize how Google changed online search as we know it. Back in the day, outdated search engines like Alta Vista were ranking websites based entirely on the webpage’s content. Google switched things up with its PageRank Algorithm, which also ranked how many people were linking to a particular page.
Google views inbound links as a measure of the content’s quality. The assumption here is that if a lot of people are linking to the content, the chances are that they find it relevant. So others searching for a similar query will likely have similar results with a more significant number of backlinks.
Google has refined this further so that it’s not about the quantity of the backlinks but the quality. So even if you have a million inbound links from spammy websites with low domain authority scores, it won’t help improve your rankings. However, even a few links from high-quality websites relevant to your niche can help push your content further up the rankings.
2022 link building strategies to follow
1. Create helpful visual assets
Providing value through your content is a great way to gain inbound links. People who come across your range and find it helpful will likely link back to it, particularly if it’s going to be useful for their audience.
Infographics, charts, diagrams, and other visual assets do very well online. They enable people to get the gist of what they’re looking for far more quickly than a lengthy blog post. In addition, this strategy effectively doubles the exposure since they will link back to your website and likely also share the visual assets you have created on theirs.
2. Post guest blogs on relevant websites
This is one of the oldest yet most successful link-building strategies, but in 2022 it doesn’t quite work in the same way it used to. Google usually picks up large-scale link-building campaigns through copy/paste guest blog content, and your website can get penalized.
What you need to do instead is reach out to websites to that you can provide real value through your content. If they agree to take on your guest post, create high-quality content that will remain unique to that site. This way, a link naturally placed in that post has a much higher chance of achieving the objective.
3. Don’t forget about internal link building
Many people seem to forget that link-building efforts shouldn’t just be focused on inbound links. Internal linking, that is, when you link to your content, is equally as important for SEO. The great thing about it is that internal linking is entirely within your control so that you can maximize its potential.
Internal links are a great way to help Google understand your content to be ranked appropriately. They enable the algorithm to find new high-quality content and can also be used to direct traffic to the most critical pages on your website.
4. Leverage Reddit for inbound links
There’s just about something for everyone on Reddit and chances are that whatever your niche is, it already has a subreddit and community on Reddit. This presents you with a great opportunity to expand the reach of your inbound link-building efforts.
It’s important to note that Reddit users won’t likely appreciate you spamming their subreddits with links aggressively. The idea should always be to add value to that subreddit through content and build a good reputation over time so when you do ultimately share links, they will be well received.
5. Write testimonials and reviews
If you’re considered a leading authority in your niche, you can take advantage of the opportunity and gain some valuable links for your website. In addition, you’re likely working with partners and organizations that provide services crucial for your brand.
Reach out to them and ask if they would like to have a testimonial or review of their product from you. Given your position as a leader, it’s likely that they’ll want to have that on their website to attract more customers. The testimonial or review you create for them can include a backlink to your site.
Link building isn’t dead, it just requires more diligence
It’s easy to give up on this process since it tends to be tedious and isn’t nearly as easy as it used to be. However, there’s still incredible value to be unlocked from a well-thought-out link-building campaign.
Create one with diligence, and eventually, you’ll start to see results. As the links keep rolling in, you’ll see how your content rankings begin to improve in search results.
