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Executive Summary

Building high-quality backlinks for your B2B website is crucial to improve search engine rankings to drive organic traffic. This article explores various strategies for acquiring valuable backlinks, including guest posting, creating shareable content, and building relationships with influencers. By implementing these techniques, your B2B website will enjoy increased visibility and enhanced credibility in your industry.

But I have a word of caution; if you intend for your business to be found on Google via SEO or via Pay Per Click, you must ensure that your whole team fully understand the parameters and expectations from Google.  Your team must prove to you they know what they're doing, why they're doing it and how they plan to manage what they're going to do.

SEO and dealing backlinks is complex due to adhering to the 500+ SEO activities/checklists items and also due to project managing multiple changes from being indexed one week to not the following and if you have backlinks you will want to ensure you keep abreast of these changes which you have no control over.


Table of Contents

  1. Introduction to B2B Backlink Building
  2. Guest Posting for B2B Backlinks
  3. Creating Shareable Content
  4. Collaboration Backlink Building
  5. Building Relationships with Influencers
  6. Resource Pages and Directories
  7. Monitoring Competitors' Backlinks
  8. Key Takeaways
  9. FAQs
  10. Conclusion

Introduction to B2B Backlink Building

Building high-quality backlinks for your B2B website is crucial to improve search engine rankings to drive organic traffic. This article explores various strategies for acquiring valuable backlinks, including guest posting, creating shareable content, and building relationships with influencers. By implementing these techniques, your B2B website will enjoy increased visibility and enhanced credibility in your industry.

But I have a word of caution; if you intend for your business to be found on Google via SEO or via Pay Per Click, you must ensure that your whole team fully iunderstand the parameters and expectations from Google.  Your team must prove to you they know what they're doing, why they're doing it and how they plan to manage what they're going to do.

SEO and dealing backlinks is complex due to adhering to the 500+ SEO activities/checklists items and also due to project managing multiple changes from being indexed one week to not the following and if you have backlinks you will want to ensure you keep abreast of these changes which you have no control over.

Guest Posting for B2B Backlinks

I've had a number of business SEO copywriters contact me for both my websites to request that they write for me.  On the face of it, it's not a bad idea, but the challenge is the quality of content they would write.

If your website has multiple 2-6,000 word articles and are structured in such a way that you have multple internal links etc., it could be a challenge to review and edit and change work carried out by another individual.  You'll have to cross that bridge later.  For you to guest post on another site may well be easier if you're following your own structured parameters and do your research about the site you want to write for. 

For your article to appear on another site is an effective way to attract more engagement and build high-quality backlinks because of your input.  It's not a given that you'll write more business, but it will increase your domain authority by the number of backlinks to your website.

By identifing authoritative websites or publications that complement your business is essential to begin a backlink program.  The first stage is to pitch your guest post ideas to their editors, but you must be careful not to become an pain in the a$$.  Don't treat it like cold calling, you're looking to provide value to them and their website and at the same time create a link back to your.  That's it.   If they're not interested, don't push it.  However, approach them well and they'll notice you.  

Creating Shareable Content

Producing shareable content is essential for B2B content stacks and acquiring backlinks. Create high-quality, informative, and engaging content like infographics, videos, and long-form articles that provide value to your target audience. Share your content on social media and industry forums to increase its reach and encourage others to link to it.

With all your content, ensure you have applied included your expertise, experience, authority and trust (E-E-A-T).  Include links to your About Us page and include your author bio that presents all necessary information about you.,  If you create valuable content that readers will want to share, this will not only generate backlinks but also increase your brand exposure.

Your article structure is paramount to ensuring browsers find it educational.  Understand search intent and why one individual would even want to share your content with others.  The more you help and educate your browsers the more likely your browsers will share your content. 

Collaboration Backlink Building

The biggest problem in B2B sales and marketing is finding buyers who are willing to have conversations.  This makes collaboration backlink building or syndicate marketing so important and so easy.  In simple terms, a small group of complementary business create a selling group.  They share each others customers and set up high-quality backlinks between each others websites.

Between them they can make introductions on behalf of each other.  Provide referrals for each other, pool resources between each other and show a more integrated united front to a wider range of buyers.  The syndicate becomes greater than the sum of its parts!

 

Building Relationships with Influencers

Whilst the description influencers has typically been the domain for business-to-consumer (B2C) there is an argument to recreate something similar within the B2B market.

Unfortunately, B2B marketers perceive influencers as if they were B2Cs.  Do not fall in to this trap. It will be rare you will ever get a CEO on his or her YouTube channel endorsing your product(s), these scenarios are called testimonials or referrals!

First define who an influencer is?  It could be a well-known personality, such as an investor, speaker, author or consultant.  Get to know their background, experience, places they have spoken, future events and so on.  Even view them as a mentor and emulate what they're doing or have achieved. 

Once you become familiar about their approach and persopnality you will be in a position to approach them and offer to write for their blog/website, even to the point of writing it in advance and presenting is fait-a compli. 

Next up is connecting with influencers through social media, attending industry events, and offering to collaborate on content or projects. By building trust and providing value, influencers will be more likely to link to your B2B website and endorse your brand.

Establishing relationships with influencers in your industry can help you connect with more B2B prospects using live streaming and acquire valuable backlinks via the live stream route by joint hosting shows.

Resource Pages and Directories

Submitting your website to relevant resource pages and directories is another way to increase website traffic using organic content. Research industry-specific directories and submit your website, ensuring it meets their criteria. This can result in high-quality, relevant backlinks that improve your website's authority and search rankings.

Be careful with directories and some of them have very poor reliability and can do more harm than good, especially where you have the pay-to-play backlink providers who offer multiple backlink for a fee.

Monitoring Competitors' Backlinks

Keep an eye on your competitors' backlinks to uncover new opportunities for your B2B website. Use tools like Ahrefs, semRush or Moz to analyse their backlink profiles, and identify websites that might be willing to link to your content as well. Reach out to these sites and present your valuable content as a resource they can link to.

Key Takeaways

  1. Guest posting on authoritative websites can generate high-quality backlinks and increase brand exposure.
  2. Create shareable content that provides value to your target audience and encourages others to link to it.
  3. Build relationships with influencers in your industry to acquire valuable backlinks and endorsements.
  4. Consider collaboration marketing groups to consolidate resources and expand reach

FAQs

Q: How long does it take to see the benefits of backlink building?

A: The results of backlink building efforts can vary, but it usually takes a few months to see improvements in search engine rankings and organic traffic.

Q: Are all backlinks valuable for my B2B website?

A: Not all backlinks are created equal. High-quality backlinks from authoritative, relevant websites hold more value than those from low-quality or unrelated sites. Focus on acquiring backlinks from reputable sources within your industry to maximise the positive impact on your search rankings and organic traffic.

Conclusion

Building high-quality backlinks for your B2B website is good practice in any event.  It can be an essential aspect of an effective SEO strategy, by in the B2B space, you need to be more discerning than with B2C. But focusing on guest posting, creating shareable content, and fostering relationships with influencers and/or collaboration, you can generate valuable backlinks that will improve your website's search rankings and drive more organic traffic. Stay persistent and continually refine your approach to maximise the benefits of your backlink-building efforts.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.