If you are new to search engine optimization you probably know that Google rankings are important. You might not know how important backlinks are for Google rankings. You might not know how to get backlinks. This story is about a client who was on page 5 of Google. We helped them get to the spot. Google rankings are important. Learn more from Google Search Central.
Where We Started
The client was a business that sold software to businesses. They had a website with content. It loaded fast. Their main product page was stuck on page 5 for their keyword. The pages that were above them had content and more backlinks from websites.
When we looked at the numbers it was clear what the problem was:
Referring domains | 12 | 60–140 |
Domain Authority | 28 | 45–65 |
Content quality Good | Comparable |
Backlink relevance | Mixed, High | High |
We realized that just making the website better was not going to be enough. The client needed authority. That meant getting backlinks from websites. Backlinks from websites are important for Google rankings.
Why Backlinks Matter
Not all backlinks are created equal. A link from a website that’s not relevant to your business is not as good as a link from a website that is relevant. We looked at three things to decide if a backlink was good:
The authority of the website. A link from a website with a high authority score was better than a link from a website with an authority score. Authority score is important for backlinks.
How relevant the website was to the clients business. A link from a website that was relevant to the clients business was better than a link from a website that was not relevant. Relevance is important for backlinks.
How the link was used on the website. A link that was embedded in the content of the website was better than a link that was just listed on a page. Backlinks should be embedded in content.
What We Did
of trying to get as many backlinks as possible we focused on getting good backlinks from relevant websites. We created a report that was full of information and data. Then we reached out to websites that might be interested in it.
In the month we did an audit of the clients website and created the report. The report was important for getting backlinks.
In the month we reached out to journalists, bloggers and podcasters who might be interested in the report. We got four backlinks from websites with a high authority score. Backlinks from these websites were good for the clients business.
In the month we wrote guest posts for two industry websites and got a link from a resource page. The number of referring domains went from 12 to 24 and the clients ranking moved from page 5 to page 3. Guest posts are good for getting backlinks.
In the month we did a digital PR push and got three mid-tier trade publications to write about the report. The number of referring domains went to 41 and the clients ranking moved to page 2. Digital PR is important for getting backlinks.
In the month we kept reaching out to websites and building relationships with them. The number of referring domains went to 68 and the clients ranking moved to the spot. Building relationships with websites is important for getting backlinks.
The traffic to the clients website increased by five times. The number of leads tripled. Backlinks helped the clients business.
What Made the Difference
A few things made a difference:
1. Creating something that was worth linking to. It was easier to get backlinks when we had something to offer. Creating something linking to is important.
2. Focusing on relevance over authority. A link from a website that was relevant to the clients business was better than a link from a website with a high authority score. Relevance is more important than authority.
3. Getting backlinks at a pace. We did not try to get backlinks all at because that can look suspicious. Getting backlinks at a pace is important.
4. Tracking the metrics. We looked at the number of referring domains, traffic and conversions not the ranking. Tracking metrics is important.
Common Mistakes to Avoid
Buying backlinks in bulk from websites that’re not relevant or have low authority. Buying backlinks is not an idea.
Using the anchor text times because that can look like spam. Using anchor text times is not a good idea.
Trying to get backlinks all once instead of building relationships with websites over time. Building relationships with websites is important.
Ignoring relevance. Just focusing on getting backlinks from websites with authority scores is not enough. Relevance is important.
A Simple Checklist
Look at the number of referring domains you have compared to your competitors. Comparing referring domains is important.
Create something that’s worth linking to, like a report or a tool. Creating something linking to is important.
Make a list of websites that might be interested in what you have to offer. Making a list of websites is important.
Reach out to these websites. Build relationships with them. Building relationships with websites is important.
Focus on getting backlinks from websites that’re relevant to your business. Relevance is important.
Get backlinks at a pace. Track the metrics. Getting backlinks at a pace and tracking metrics is important.
The Bottom Line
The clients ranking did not improve because of one trick. It improved because we focused on getting backlinks from websites. The lesson is that quality and relevance are more important than quantity and creating something linking to is the key to getting to the top of Google. Backlinks from websites are important, for Google rankings.
