The Principles of Link Attraction

Sep 26, 2019

At the heart of SEO and content marketing success is the ability to generate quality backlinks from authoritative publishers. Backlinks provide a number of known benefits, including visibility, branding, and traffic. But not all link building is the same. Not only are there different types of links, but there are different methods of generating links. And while most are aware of how to manually build links, few are versed in the art of link attraction. 

What is Link Attraction?

According to this SEO link building guide, “Link attraction, often referred to as ‘link earning,’ is exactly what it sounds like. In this strategy, you’ll be developing pieces of content for your link building campaign that you’ll publish directly on your own website. The goal is to entice people to link to them based on their innate quality or ‘linkability.’” 

With link attraction, you’re essentially creating little magnets that create a force field around your website and snatch up links without any additional effort on your part. You create the content and the links naturally follow. 

Now this is an oversimplified explanation for link attraction, but this exactly how it works: (1) You find topics that are relevant to your audience. (2) You develop quality content. (3) You wait for other journalists, bloggers, and social media users to reference your content, share it, quote it, or use it as a source. (4) The backlinks pile up and enhance your SEO efforts.

Link attraction stands in stark contrast to manual link building – which is still a viable strategy in its own right. It requires patience and a willingness to sacrifice short-term results for long-term gains.

5 Principles of Successful Link Attraction

The exact way in which you pursue link attraction will depend on your company’s specific marketing objectives, but here are some powerful principles that contribute to success. 

  1. Quality Content—There is no substitute for quality content. Without superb content that’s relevant to your brand and audience, there is no link attraction. It would be like trying to attract paperclips to a stick with no magnet. The content is the magnet – without it, there’s no force to generate backlinks. In today’s world, quality content can mean a lot of things. In this context, quality means relevant, deep (both in substance and word count), and reader-centric. If a piece of content lacks in any of these areas, it won’t be a very effective magnet for links.
  2. Powerful Partnerships—Link building is very much a relational discipline. Even link attraction – which focuses on generating organic backlinks – can benefit from having strong relationships and partnerships. The more people, bloggers, business owners, and journalists you know, the more likely it is they’ll think of you when they need a source or quote. You don’t necessarily have to go out and build relationships for the purpose of link building. However, healthy business relationships will often naturally yield backlinks. It’s a byproduct more than it’s the underlying objective.
  3. Newsworthy Activity—Businesses often wonder why nobody ever links back to their company and the answer is usually pretty simple: You’re boring! If you aren’t doing anything exciting or noteworthy, can you blame people for not linking to your website? The best way to generate organic backlinks is to go out and do something newsworthy that entices people to pay attention and talk about what you’re doing. It doesn’t have to be a flashy PR stunt. Something as simple as giving back to the community can be enough to attract a few links. 
  4. Social Media Influencers—Are you familiar with social media influencers? These are social media users who have massive, loyal followings on platforms like Facebook, Instagram, and Snapchat. And because their audiences are at their fingertips, they have the ability to move people to action. Businesses that appeal to these influencers can earn powerful links and visibility. 
  5. Visual Content—If you’re only producing written word content, you’re missing out on a chance to maximize your link building efforts. Visual content is far more likely to be shared and you’ll significantly boost your link attraction strategy by regularly developing things like memes, infographics, and videos. In fact, it’s a good idea to incorporate visual content into every blog post you produce. Textual and visual content work in hand in hand and shouldn’t be treated as separate mediums.

The Harmonization of Link Attraction and Manual Link Building

Up to this point, we’ve discussed link attraction and manual link building as two entirely separate approaches to SEO. However, they can actually be used in conjunction with one another to produce exceptional results. 

As you shape and optimize your approach to link building, make sure you’re using as many different methods as possible. There’s power in diversification – so long as you’re playing by the rules and implementing sustainable white hat techniques. 

Explore and test new techniques until you find an approach that works best for your business.

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