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Top 3 B2B SEO Linkbuilding Campaign Tips

Since the Google Penguin update, many marketers in both the B2B and B2C marketing arenas have become confused about whether linkbuilding is a good or a bad thing for their SEO campaigns. For many years the focus had been on securing links with the emphasis on quantity over quality, as this was seen as a way to get to the top of the rankings.

Then suddenly with the Google Penguin update marketers were being told that links are a bad thing, as many sites were hit by the Google Penguin update, for having poor quality links. The image of linkbuilding took a bit of a knock and marketers were told that Content Marketing was the next best thing, as Google supposedly loves content.

If you are a B2B marketer who doesn’t operate in the SEO sector on a day to day basis, then it is no wonder that you are confused about whether linkbuilding and SEO in general is a good or bad practice. For example if you are a marketing manager with 3 or 4 different channels to manage, it can be difficult to keep up with all of the SEO updates that have taken place over the last 3 years.   

B2B SEO Linkbuilding

It would be fair to say that those sites with a large number of low quality links have been hit by the multiple Google Penguin updates over the last 3 years. As yes securing lots of low quality links across 100s of domains, that have nothing to do with the sector you work in, will not help you rank higher and almost certainly get you penalised.

This guide will you as a B2B marketer to understand the types of links you need to secure as part of an SEO campaign to secure higher rankings on Google and increase traffic and leads from the channel.

Go Where Your Potential Customers Are Online

By engaging on the sites where your potential customers are online, this will give you the best opportunity of ranking highly in search engines and also raising awareness of your brand online and generating potential leads.

For example if you are an accountant, you will want to be getting featured on SME business advice sites, as this is where some of your target audience are likely to be online. This can be in the form of blog posts, directories or engagement on forums. By securing links from these sources, this will help to increase the authority of your site, which should in turn increase rankings.

Another example of this would be if your company provides cloud accounting software or business finance software, you may want to look at getting featured on websites such as CFO magazine or CIO magazine. Getting featured in these publications, can take a lot of effort, but the pay-off in securing these types of links is high, not only from an SEO perspective, but from a brand awareness perspective.

Go Where Your Competitors Are Online                 

Using backlink analysis tools such as Majestic SEO or Open Site Explorer, you will be able to identify where your search competitors are getting their links from. By analysing their backlinks, you will be able to identify the authority links that are helping them to rank for specific keywords.

Once you have identified the authority links, you need to go about securing these links for your site. Overtime, this will help you to compete with the sites that are ranking on Page 1 and if your content is stronger, then you should be able to outrank them in time.

It is also worth searching for your competitor’s brand name on Google, as this will help you quickly identify where they are engaging and creating profiles for their company online.

Don’t Rely On Content for Your SEO Efforts

While guest blogs posts and other types of content can serve a very useful purpose when it comes to securing links and helping to boost your brand online, you cannot rely on these types of links to boost your SEO campaign. (In fact there is no one linkbuilding tactic that you can rely on to help increase rankings; you need to use a diverse range of tactics).

Each month you need to source non content based links from authority domains that you help to boost the authority of your site.   

For example of if you are a SaaS technology company, there a wide variety of authority directories and portals out there that can help you increase the authority of your site. These include and Crunchbase and Capterra.

Links from these authority domains will help to increase the authority of your domain and may also send referral traffic and leads to your site.

There are a wide variety of link opportunities out there for companies that operate in the B2B sphere, you just need think where are my potential customers online and how can I secure links from authority domains.

About the author

This article is written by Mik Dunne, who is Director at ROI Digital Marketing, an SEO company that offers B2B digital marketing services.

If you would like to find out more about how ROI Digital Marketing can you help you with your B2B SEO campaign, then contact us today.