6 Enterprise-Level Link Building Best Practices

The size of your business profoundly influences your marketing strategy.

Many big brands or websites inherently have an unfair advantage over smaller businesses and brands – name recognition, reach, a much larger budget to work with, and additional resources in other departments.

Consider all of these benefits when planning your next corporate link building strategy.

To successfully implement a large-scale link building campaign, scalability is key.

Start with one brand or product/service, then as you learn what works and what doesn’t, you can expand both your campaigns to cover more products and your reach to get links from more sources.

Enterprise-Level Link Building: Where to Focus

The most successful large-scale link building campaigns start with a specific niche.

Even if you were a home improvement store like Lowe’s or Home Depot, you couldn’t easily run a campaign trying to cover every home improvement product you carry.

Build your initial campaign around a specific product line, category, or other niche offerings, then expand to others, using what works.

A good rule of thumb is to start with a one-page plan.

If you can’t fit the elements of a link campaign into a one-page plan to begin with, you’re not focused enough.

1. Promote specific content

In this Home Depot-sponsored article on Simply Designing with Ashley Phipps, the author introduces her audience to some of the light fixtures and other items you can make with pipes:

She also directs readers to The Home Depot’s Apron blog for a full DIY tutorial for the light fixture.

This is a great example of working with influencers for content and as part of a traffic-focused link building campaign.

Not only did Phipps expose their audience and link to these products available at Home Depot, but The Home Depot gave Phipps exposure on their blog for the DIY tutorial.

Home Depot certainly paid for this content, however, a niche-focused topic with a strong brand or product connection will also make it easier to secure unpaid mentions.

The Home Depot is a great example of a collaborative campaign.

Additionally, since the topic of the blog is so specialized (pipe fixture kits), the post did well on social media as well, with over 1,800 pins at the time of publication.

This example does not suggest that paid links in sponsored content will lead to rankings, but it is a great example of a link that can drive traffic.

2. Increase the authority of the site or section of the site

In addition to growing your portfolio of inbound links to specific pages, link building is also a great way to increase the authority of your site, subdomain or page, usually if you are a small brand within the portfolio. brands.

If you are working on link building for a small brand owned by a large company, be sure to leverage the brand awareness and reputation of the products and their manufacturer.

For example, this post on Ma Nouvelle Mode concerns a range of products at a jeweler.

This review gave more exposure to this specific product line, while mentioning the jeweler, whose name is perhaps better known.

6 Enterprise-Level Link Building Best Practices

Targeting a specific topic, as well as a specific brand or line, is what makes influencer and link building campaigns more effective.

If you try to be too broad (for example, if Staples tried to promote all of its school supplies available during back-to-school season), you might disinterest the reader or not know what to focus on.

More likely than not, a post about “getting all the back-to-school supplies we need at Staples” won’t be as successful as “where to find the cheapest notebooks” or “how sticky notes got me. made more productive. ”

How to Approach Link Building at the Enterprise Level

Once you’ve focused on a specific product or brand, you need to work on your approach.

Below are some of the areas you can focus on to get links for big companies or brands.

3. Unlinked Brand Mentions

A brand has a tremendous advantage in generating links with unlinked brand mentions.

These are mentions or references of your brand terms, usually in articles, that do not refer to your domain.

Usually these links are natural and as the author clearly knows the brand but for some reason has not established a link.

These types of links are also much easier to obtain than others, which means they are easier to find and the conversion rate when securing a link can be as high as 15-20%.

I recently used Ahrefs content explorer as you can find mentions over time and I hope their dataset is large.

6 Enterprise-Level Link Building Best Practices

4. Leverage influencer marketing

Start building your link building campaign by researching the specific publications, influencers, or bloggers you want to contact.

Use a tool like BuzzSumo to find popular posts on related topics, then backtrack to find the post the post is on.

For example, if we wanted to post more articles about DIY projects for Home Depot, there are several blogs we could go to.

6 Enterprise-Level Link Building Best PracticesHow has the competitive landscape changed?

Find out if your competitors have secured their market positions in recent months.

Try experimenting with the date range filter to get the best results for what you need and to see what’s been trending lately.

5. Leverage Customers and Clients

In addition to reaching out to influencers for content campaigns, why not use your existing connections?

Many companies have a “my favorite products” page.

If you are one of their customers, asking for a link on this page is not unreasonable.

Here’s a screenshot of some of the unaffiliated products and tools that author and entrepreneur Chris Ducker shares on his resource page:

6 Enterprise-Level Link Building Best Practices

Any nonprofit work your company does could also be potential for a link.

Ask to be mentioned on the event information page if you are sponsoring an event or on the donor appreciation page if you donated to an annual campaign and nonprofit mentions and links to donors on its website.

6 Enterprise-Level Link Building Best Practices

Asking current customers and customers for links should be done with tact and common sense.

You don’t want to come across as an opportunist.

Be specific without sounding demanding. Often something like:

“I noticed you listed the event donors on the event page [link to URL], can company XYZ also be included? We love the work we do with you and look forward to [something specific and genuine]”

Be upfront and specific so that the request seems painless.

6. Link between corporate/brand sites

Often companies have multiple brands with their own online identity and website.

Have these websites link to each other when it makes sense (and is helpful to the user).

It could be offering related products, comparing a small and large scale solution, or sharing promotions that work on different brands.

Gap does a good job from an e-commerce perspective:

6 Enterprise-Level Link Building Best Practices

When you’re on one of their brands’ websites (in this case, OldNavy.com), there’s a tabbed format at the top that takes you to their other brands.

The shopping cart and many of the promo codes work across all of their brands, allowing for a smoother shopping experience.

This saves consumers time – they can do all their online shopping in four different stores at once.

Conclusion

Remember to always be purposeful with your link building.

Don’t go after any link that seems doable.

Build a thorough strategy.

Link building is best with a multi-faceted approach.

Target a specific audience using a niche topic for influencer marketing projects, then work with your customers and your own sites to get more links where it makes sense.


Image credits

Featured Image: Paulo Bobita
All screenshots taken by the author

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