Link insertions are a tactic in which your link is added to an existing page. This is very similar to broken link building, resource link building, or doing outreach to be added to roundup posts.
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Why Do You Need Link Insertions?
Have you ever wondered how search engines decide what pages pop up first on their results pages? Well, the answer is complex algorithms and bot crawling.
In layman’s terms, Google will analyze every webpage on the internet and measure its authoritativeness and trustworthiness.
The higher those measurables are for a specific website, the better chance it will have of ranking well. Many factors are considered by Google’s algorithm, but some of them carry more weight than others.
How Do I Rank Higher?
So how do you improve your website’s authoritativeness, expertise, and trustworthiness? By focusing on search engine optimization (SEO) and link building.
There are many methods to improve the strength of your online presence and be found by more users online via first-page search results on Google. One of the most effective ways is through link building.
What is Link Building?
Link building refers to the practice of establishing URLs that connect one page to another. Links can be clicked on from one page and take you to another, either within the same website or to another domain. When a link connects pages on the same website, it is considered an internal link.
A link that connects a webpage to other websites is called an external link, and this is the kind that can increase the authority of your site. Our company specializes in this type of service, helping businesses with their link-building strategies to improve their search engine results rankings.
Link building remains one of the most effective means of improving your search engine rankings. Link insertions, guest posts, and HARO links are just a few of the tactics that can be used to secure backlinks that boost your domain rating, and page level authority, and ultimately improve your rankings.
There are many ways to go about building a strong link profile for your website.
Guest posting is all about creating content such as blogs or articles for another entity to share on their website. Guest posts should be created only for topically relevant websites that fit your audience’s particular niche. After all, if none of your target customers would ever see this post, there is no point in creating it and then linking it to your sites.
As with most things in life, diversity is key when it comes to link building. Guest posts are great, but you want to avoid using only one link building tactic. Link insertions are a great way to diversify your link profile, especially if you have been getting a lot of guest posts or blogger outreach links to date.
It is not always easy to get a link, but link insertions make for a simpler process than generating new content via guest posting.
Link insertions create valuable links for businesses by finding existing content for your link placements. It is different than a guest post because you are not creating a piece of content, but merely locating an existing post or an existing article where your link would make sense.
What Can it Look Like?
For example, if you run a home inspection business, and you know a local realtor with a popular blog, you may be able to find a previous piece of content that they have created that mentions the need for a home inspection when buying/selling. You could ask that realtor to embed a link that connects to your website within that blog post.
The Process of Inserting Relevant Links
Link insertion can be achieved by both legitimate means, (sometimes referred to as white hat link building), and illegitimate means. A marketing strategy revolving around link insertion with white hat principles could include the following procedures.
Asking Yourself What a Target Website May Be
Link building is more about developing quality links rather than a high quantity of links. That means link insertions should only happen on relevant websites that align with your niche or are of interest to your target audience.
A great way to improve the ranking of your pages is to have external links from websites with topical relevance to your own. In the above example, a home inspection business makes perfect sense in seeking a link from a local realtor.
Additionally, a travel agency may seek link insertion on blog posts from a popular travel influencer to direct potential customers who want to go on their trip to the travel agency’s website. As a digital marketer, you should be searching for websites with high authority and relevance to your audience.
Contact the Website Owner
Often, the most difficult part of a link insertion campaign is getting in touch with the target website owner or the business owner of the site you want to add your link to. It is easy to find a target URL, but asking site owners for the link is not always straightforward.
You have to convince them that you are offering value in some way if they add this link. They have to make sure your business is trustworthy so that you reflect well on them. Some website owners may be very private and hesitate to insert external links in their content.
Being a good communicator will be a helpful skill when you write to or contact the site owners to ask about creating a backlink on their website.
Anchor Text is Key
When website owners have agreed to a link insertion in their content, you will want to focus on the anchor text that will display for your link. There is a delicate balance between choosing anchor text that is either too long, too broad, or not compelling enough.
If the anchor text misleads the reader about what the link will contain, it could hurt their perception of your business. Similarly, if it is unclear at first glance where the link will take them, they are unlikely to click on it.
Clear, concise, and compelling are the keys to effective anchor texts that will lead to clicks. Just be sure not to use too many anchor texts that contain exact match keywords as this can lead to a link penalty.
How Link Insertions Help Your Business
The top sites on results pages for any search query see a huge majority of the available traffic. If your business is not showing up on the first page, or even the top results overall, your potential website traffic is diminished.
Inserting links into existing content such as articles, blog posts, and other pieces is an effective way to build high-quality backlinks. As a result, your domain could see a boost in the rankings, leading to more organic traffic from search engines. This means more potential leads and sales heading to your business with minimal work.
Focus on outreach to enact your campaign and use link insertions to your advantage. Just remember to do so honestly and openly with website owners.
If you are asked by more than a few webmasters to pay for a link insertion, don’t be surprised. Many site owners realize the value of the link to you and charge accordingly.