Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Finding link-building opportunities

From: SEO Fundamentals

Video: Finding link-building opportunities

Search engines rely on links to determine whether your web pages are trustworthy and authoritative. And to earn and uphold that status, it's important to always be on the lookout for new link building opportunities that you can take advantage of. One simple way to find new opportunities is to analyze the backlinks of other websites' ranking for a target keyword phrase. The logic here is pretty straightforward. If a web page is ranking well for the keywords you're targeting, then they must have some good backlinks. By examining their links, we might find some that we'd like to go after as well to help out our own rankings.

Finding link-building opportunities

Search engines rely on links to determine whether your web pages are trustworthy and authoritative. And to earn and uphold that status, it's important to always be on the lookout for new link building opportunities that you can take advantage of. One simple way to find new opportunities is to analyze the backlinks of other websites' ranking for a target keyword phrase. The logic here is pretty straightforward. If a web page is ranking well for the keywords you're targeting, then they must have some good backlinks. By examining their links, we might find some that we'd like to go after as well to help out our own rankings.

Let's take an example, and say we want to find new link building opportunities for the phrase "backpacking tours." The first thing to do is head over to Google, and do a search for that term. The top results here are ranking high in part because of their on-page optimization, but another strong reason they rank so well is because they have a lot of good links pointing to those pages. What we want to do is analyze who is linking to those pages, determine how they got those links, and create a link outreach strategy to emulate those efforts.

One tool we can use for backlink research is Open Site Explorer, another tool that's part of the SEOmoz tool suite. Let's pick one of those top ranking URLs from the previous search and enter it in. You will see lots of tabs of information about this page, but the first tab, labeled Inbound Links, lists out all the pages linking to the one we're examining. You can play with all the various filters to narrow down this list according to different criteria, but for now we're going to show links from only external sources.

This means we're not going to list links coming from somewhere else on the same site. You can examine each of these links, and your goal here is to gain an understanding of whether or not the link would be a good fit for you, and if so, what will be your link outreach strategy. One thing to remember is that you want to build strong, quality links to your own site. So try to focus on backlinks with a high page authority or a domain authority. You will want to be on the lookout for a few different kinds of opportunities as you go through these lists, and one thing you may discover are additional directories that you can submit your site to.

You should have already submitted your site to many high quality directories, but there is a good chance that you've missed some, and this type of analysis will let you see what other directories your competitors have discovered that may be able to help you as well. Another common strategy that may uncover opportunities you can take advantage of is guest blogging. This is when you reach out to another website and offer it to produce content for their blog. This can be a win-win arrangement where the blog gets content that helps their site and their users, and in return you include back links to your site within the content that you've produced.

Not only does this help with backlink development, but it can also strengthen your industry relationships, provide an outlet for thought leadership, and improve your status in your industry. You'll also want to be on the lookout for links from nonprofit sites. Many companies will support nonprofit organizations through donations, expertise, or in-kind work, and many times these organizations will link back to your site wherever they may highlight their sponsors and organizations they work with. Links from these domains are generally considered very trustworthy by the search engines.

So you might want to think about what causes are important to your organization and consider supporting them. Or reach out to the nonprofits you're already working with and see if there is an opportunity for a link or a story that can be published on their site. Another great method is to produce high quality educational content to post on your website for the specific purpose of garnering a link back to it. There are many sites in just about every industry vertical whose primary purpose is to promote industry- specific education and guide their users to informative content.

By creating high-quality, informative content that fills gaps, or by creating relationships with these sites to understand what content they're in need of, you'll gain a network of people and pages that are happy to link to you. Once again, this is a win-win situation, where the third-party site gets the benefit of directing their readers to trustworthy content, and you get the benefit of gaining links from trustworthy and relevant sites. There are many more strategies that can be uncovered from competitor backlink analysis, and the key is to spend the time analyzing what opportunities are out there, and how you can take advantage of them.

And remember to repeat this process with a handful of top ranking pages for each of the keywords that you want to rank for.

Show transcript

This video is part of

Image for SEO Fundamentals
SEO Fundamentals

64 video lessons · 44612 viewers

David Booth
Author

 
Expand all | Collapse all
  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed SEO Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.