Link Building with Amit Raj
Today’s podcast features Amit Raj talking about link building. Amit Raj is an SEO consultant and runs a link building company from his home in Glasgow.
How do you help people through link building?
A lot of the time Amit works with people who have SEO down; they’ve written all the content and ticked off the keywords and the Google Ads. But, they’ve hit a brick wall. They need an added edge.
That’s where links come in to get coverage. The more quality links you have is better than more links. Amit says it was in the earl 2000s where people went for volume but it’s becoming apparent now that it’s about quality. Ideally, you want quality and quantity. However, the most important thing is quality links and relevancy.
How do you get links?
After you build the foundations for your SEO, before you build links you need to think about your audience. Know what pain-points they have, what they find interesting and what they want to learn about. Make sure you have that on the site, or something else you can leverage to get links.
The next step is to think about where you audience is; what other sites are they looking at? Are there particular publications they’re looking at, or an industry blog they’re always on? Then, you need to reach out to those sites.
You might want to say:
We have a piece of content it might be worth mentioning here, what do you think about it?
You’ve got a piece discussing X. We have content that specifically narrows down on Y within that topic. There’s a connection here.
Now, you’re not always going to get links but the majority of the time you will and they will be good quality. From those links and the relationship you build, you can ask to write a whole new piece for their site. Essentially, it just depends who you’re talking to.
Sometimes, you can ask to hyperlink a specific part of their content. Often people will ask for a specific anchor, such as ‘SEO consultant’ or ‘SEO guide.’ As a result, you’re pushing Google in the right direction because you become linked with that anchor text.
Is link-building mutually beneficial?
The person providing the link to your site will not necessarily benefit from the link. However, it will not do them any harm. As long as the content and the link is relevant, then you’ll find it will benefit, even if it’s indirectly. The worst is nothing will happen. So risk is really very minimal.
Bigger companies vs smaller businesses
If you contacted Graham or Kevin, they’d respond because they are small business. But what about larger businesses? Who do you get in contact with?
If you’re trying to write a guest article for someone, there’s usually a content manager or blog manager within these big businesses. It will just involve some manual research. Often you might want to go to the editor but it depends on the company you want to write to or link to.
With every client, Amit will contact bespoke. He recommend that, if you’re doing link building or outreach, personalise as much as possible. At the very least, address someone by their name. Add a compliment and bring the value exchange.
- What are you offering them?
- Why does it benefit them?
As long as you get these answers across, you’ll get a good response.
Amit says that, whilst getting a link from the Daily Mail may be nearly impossible, getting a feature where you perhaps provide a comment or interview (essentially, a contribution) are also really good. Journalists are always looking for these sort of things.
How many links do you need?
That can be variable. It depends on the industry you’re in and how competitive it is. When Amit’s team look at ranking, it’s all about the industry and how many people are ranking for the key words you want to rank for. It’s a case of trying to keep up with the ranking of your competitors.
However, aside from that, just having links will bring direct traffic to you. By being mentioned in the right places, you will get benefits from it.
As a local business, should we look for local links?
For a local business, there’s always an opportunity to partner with other local businesses that aren’t competing. There may be some local associations that you can link with via link building.
Blog & content writing
In episode 165, we talked to a guy called Deepak Shukla about writing the killer blogpost. He talked about putting the definitive piece together on a particular subject (about 4000 words) and getting people to link to that.
However, Kevin rightly states we are moving toward reading short, to the point content. So, what’s the point in getting links to a huge portion of content? It might be ranking but it’s not what people actually want to read.
Tips for a website:
Having pages optimised for your key words is key, but sometimes you need a piece of content. To know how to optimise that piece of content, look at the competitors who are ranking at the top. What keywords and formats are they using. There’ll usually be a pattern.
Amit Raj’s 3 tippity-top tips
Do the foundations stuff. On-page, technical, know the key words you’re looking for, fast loading speed, plug in YOAST (SEO).
Know your audience and know your content.
Put together your link building strategy. Who are you going to contact to get links from?
Over the past few podcasts, it’s come to Kevin’s attention that the theme has been to have a conversation with people. A couple of week’s ago, we had Engel Jones on the podcast, who looks at networking through narrative – through talking to people.
Go talk to people, have the conversation. Don’t just email people but try have a face-to-face or telephone conversation. Outreach can become business developments.
Why would somebody go out of their way to make you their SEO consultant or link builder?
When it comes to basic SEO, there are a lot of people who do it well. The difficulty is there are a lot of big agencies who don’t know how to build links effectively and are using old processes to build them. Where Amit’s business excels is making links that are powerful. They will do the manual work to make sure link building words for you.
Amit’s clients are international – the US, the UK, Australia, India. There’s always a market for SEO and link building because everyone has websites that need ranking.
Ultimately, with link building it’s not a one size fits all policy. It is individual to your key words, your site and your business. That’s why having a consultant works well.
If you want to know more about Amit and his services, click here. You can fill out a contact form with all your enquiries. Especially for listeners, Amit is offering a free audit of your site.