5 Techniques for Using Unique Value Propositions To Get Backlinks
Using Unique Value Propositions To Gain Backlink Opportunities
When Matt Cutts, Google guru, implied that link building was dead, the blogging world collectively went up in flames.
What does this mean?
How are we going to get backlinks for our search engine strategy now?
Why is Google doing this to me?
To be fair, Google is not doing it to you as much as they are doing it for everyone else.
Backlink building became messy, cluttered, and downright spammy.
It was something that began to make webpages sound false, which in turn harmed the integrity of the web.
What Matt Cutts meant was that guest blogging is dead, and that Google was cutting back on quick backlink building that was being done purely for a brand’s personal gain.
What this means is that link building is not dead.
However, it does mean that backlinks must be valuable to the web as a whole, which is done through value propositioning.
What Is A Unique Value Proposition?
Much like it sounds, value propositioning is guaranteeing to provide some level of valuable content, product, or experience to the customers in question.
This method of propositioning potential clients is often more beneficial than simply spitting out fresh and great content and hoping that it gets posted.
How Do I Do It?
A successful SEO link building strategy finds itself operating under two basic categories: unique value proposition and Webmaster psychology.
The latter is the method of determining the thought process of your potential posters.
Let’s take a look at some of the ways you can do this:
- Getting your timing down. Timing is everything when it comes to getting a backlink for your page and/or content. Consider times that won’t be too busy for your potential backlinks, choosing times when they will have less email to sort through. For example: the Webmaster might be less likely to answer a seemingly non-urgent email at 5pm on a Friday afternoon, but more likely at 2pm on a Friday when things are slow.
- Finding broken links. A great way to try and secure backlinks is by finding some that you can better. This is done through finding broken links within articles and suggesting alternatives (including your own link) to help make the article great again. Do this by emailing the prospective Webmaster and offering two links to fulfill their needs: one that is yours and one that is a non-competitive, but strong link.
- Knowing what information to provide. Things like infographics are better off being suggested for blogs, while video can be suggested for social media platforms. Have an understanding of what potential webmasters are searching for before you reach out to them.
The second part of your strategy should be the actual acquisition of backlinks through value proposition. Keep in mind the word value. Many times, people forget that building backlinks is something that many companies and bloggers find themselves being hit up for day after day. Therefore, it is important to make your backlink strategy different. This is done by adding value to the work and placing value on the company in question. By doing so you will show potential backlinks that you are not just looking for a way to get higher on the SERPs (search engine ranking pages), but to genuinely provide them with an excellent source of information.
So, let’s get to it.
Great Website Content
Content might not be king of the SEO world—that likely belongs to keyword research—but it is still important. Strong website content can set you apart and give you authority over someone who does not have strong content. Using website content as a version of value proposition can be tricky, however, and is done best through authenticity. For example, reaching out to people and saying “share this” will likely exhibit less action than something like “I really enjoyed your work on xyz and think you might find my post about abc equally as interesting.” Be smart with great content and you’ll likely see an acquired backlink.
There is no rule about utilizing the relationships you already have to gain backlinks. There is a rule, however unspoken, against using relationships to put backlinks where they don’t belong. Be smart about using relationships that you already have to gain backlinks. An example of this would be asking your friends or family with blogs to include a backlink to your site where possible (i.e. if your friend has a home cleaning blog and you’re a window washing company then ask them to include a link to you on a post about cleaning).
Creating Outbound Content
Outbound content, or anything other than what is done on the page, is an extremely useful tool for creating stellar backlinks. This is done by creating an alternative means for your potential clients to keep track and link back to you. This is done by creating whitepapers, widgets, applications for IPhone and Androids, infographics, and more. In each case these outbound links offer a separate opportunity for companies to link to you and provide you with a backlink.
What backlink opportunities do you utilize the most?
Bait The Ego
A little known fact: business is nothing short of a competition. Clearly I was being sarcastic because that’s actually a very well known fact, but the point is that business is competitive. For this reason it’s important to play into the egos of said businesses. Doing things like commenting in your emails about very specific things that their company has done can play right into your backlink-seeking hands. Instead of being vague, keep compliments succinct and accurate for best results. Helping out your potential backlinks, through the use of badges and/or “Top XYZ” posts is another way to help boost their ego. If you link to them describing how excellent their product is, then there is a possibility that they will utilize your testimonial on their site. This in turn creates a valuable backlink for you without you even needing to ask specifically for the site to do so.
Email marketing is something found in several variations of the text already mentioned above. It requires you to actively search for valuable proposition opportunities in your niche. Backlinko has an excellent article on how to utilize the untapped sources of the Google search bar before you set you on your email marketing campaign. This includes finding sites and/or blogs that rank well for your niche and then emailing them by appealing to their ego about your product. A florist, for example, might find it useful to email wedding sites and then offer to overnight ship a bouquet on the house. This in turn allows bloggers or writers to see the product and offer their opinions free of charge or obligation, while providing a backlink for you.
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In short all of these theories ask you to be smart rather than manipulative. They also ask you to keep in mind the value in your proposition. Contrary to what you might have heard, backlink building is not dead. Rather as Google cracks down on spam-building, it means that you will need to do your part to create great content that is linkable.
- Do create great website content. The value in great content cannot be beat.
- Do utilize relationships that you already have: personal and business related.
- Do create outbound content by focusing on more than blog posts and articles.
- Do play into the egos of potential backlinks—they love it.
- Do be prepared to do research through email marketing.
Do you have a suggestion for value propositioning that I didn’t mention? I want to know! Let me know by commenting below!