Many occurrences in the industry are causing a shift in focus from black hat to white hat link building.
In 2015 more than 80 percent of businesses spend time improving their SEO.
SEO is a core tool for marketers looking to improve the brand of their company. SEO along with digital marketing strategies are key factors for growth in 2016.
A company’s ability to effectively and engagingly display their brand digitally is critical for their ability to generate more leads and create more business opportunities.
More than ever before, online strategies including link building tactics are playing a pivotal role in a company’s ability to get their name out there and grow a user base.
Many individuals and companies shy away from going with a white hat approach because they are worried they lack the resources to effectively scale it.
When Google changed their policies on private blog networks, many businesses were forced to change their own practices.
Online PR, direct outreach, and general relationship building came to the forefront of peoples’ minds as a shift took place which made white hat link building stronger and more popular than before.
Many people are still weary of using white hat SEO for link building because of the time and resources it requires.
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However, there are several white hat link building methods that still yield fantastic results, If used properly, white hat link building can add a significant advantage to your marketing campaign.
Four of these techniques include broken link building, unlinked brand mentions, outdated content link building, and quality guest posting.
To reap the full benefits of a white hat link building campaign, it is important to understand how these four strategies work.
1. Broken Link Building
Broken link building is a powerful and scalable technique to employ. The fear that many people have about white hat link building is that it is difficult to scale and expand.
Broken link building presents an easy-to-implement, scalable option for marketers who want to invest in their link building strategies.
Rather than presenting limiting factors for marketers looking to increase the volume of broken link building, the tactic makes it easy to replicate and grow.
This content-focused strategy finds broken links in order to build new links.
To accomplish this, the strategy recreates the content from the broken link, corrects it, and replaces the link with the corrected version.
Typically, in this case, the marketer or person using the link will reach out to a webmaster who possesses the broken link.
This method is easily scalable and is extremely impactful. What is unique about this strategy is that it necessitates for you to create quality content that replaces poor quality content.
Without regurgitating old or otherwise obsolete content, this strategy enables you to introduce fresh content for your viewers.
2. Ground Zero Technique
If you’re a local business or new to link building and starting from scratch, you can follow the Ground Zero Technique in order to snatch a number of high quality links.
This is easier than most other link building techniques out there and although other methods can be ultra-effective, building local links is, usually, easier than building industry-related links, especially if you’re just starting.
Starting with your neighborhood, you'll lay the foundation for locally relevant sites and build your way up to industry level links as you progress.
You can build momentum by reaching out to realistic link targets every step of the way.
As you go, you’ll build credibility, build collateral, and form relationships with local entities and industry thought leaders.
And best of all, you’ll be building great links along the way.
Related Article: Why Links Will Always Matter in SEO Marketing
3. Unlinked Brand Mentions
This technique sometimes goes under the radar and is not seen or recognized by some marketers. People often associate link building with readily linked brand mentions.
Unlinked brand mentions, however, present a unique and helpful opportunity for marketers. Unlinked brand mentions are a relatively low-impact and high-reward method for link building.
For those who are new to white hat link building, this is a great way to start. Like other forms of white hat link building, unlinked brand mentions require diligence and marketing expertise.
Be prepared to use tools that assist this process. Fresh Web Explorer and Google apps will help you locate unlinked brand mentions.
It is important for you to have a solid understanding of advanced search commands. These commands and operators will be helpful for navigating through your search tools.
Other methods to assist with unlinked brand mentions include efficiency at evaluating a site, using SERP overlay, avoiding major press releases, and focuses on the brand itself.
4. Quality Guest Posting
Guest posting is key for leveraging your brand to establish, grow, and maintain a pool of attentive viewers.
There is no substitute for quality content. The core of your business' marketing and brand recognition stems from your ability to generate new and enticing content for viewers.
One great way to ensure quality content is to provide helpful tips and informative facts for readers.
Providing content means more than just providing interesting material. Your content should be actionable, informative, or otherwise valuable to the viewers.
There is now more content than ever before flooding the web. Interactive content, virtual reality, and other forms of engaging content are becoming the go-to for marketers worldwide.
Thus, to remain competitive and capture the attention of your target audience, it is essential to innovate your content posts and ensure that your viewers are eagerly digesting it.
In the not-so-distant past, creating a webpage or material online to get attention was easy.
There was a limited amount of content available online, and grabbing the attention of your audience meant competing with a manageable range of companies.
Related Article: If You Build It, They Won't Come: 11 Truths About Online Traffic
Today, however, viewers have shorter attention spans. On top of this, the available content is seemingly endless.
To have the same effect in capturing viewers and turning them into leads, your quality needs to demand their attention.