Strategy, the Backbone of Enterprise Link Acquisition
Links are a fundamental part of any SEO campaign, even for large brands with brand recognition on their side. A robust profile of high authority links can help enterprises beat the obscurity they are battling with, given that organic search accounts for 51% of all website traffic.
To improve your link profile, you’ll need deliberate, planned out action, especially if you need meaningful visibility for your top-of-the-funnel pages. A strong entrance will establish value for your audience, build awareness for your brand, guide traffic and lead further down the funnel and ultimately to conversion.
Enterprise link building is about strategy
The first thing to note is that strategy is required, rather than a handful of drawn-out techniques. To succeed in enterprise SEO, a balance must be struck as regards analysis, tactics, research and implementation. Executing tactics without planning just doesn’t cut it anymore.
Link acquisition campaigns for enterprises must be customized according to the target audience, current marketing campaigns, existing partnerships, brand affinity, link-worthy assets, press coverage, audience engagement, site analysis, end goals and the unique selling points each enterprise has.
The campaigns will certainly be more involving, since the strategy (ies) employed, much address all these main points:
- Brand representation
The dominance of content
The idea in link acquisition should not be to push your products and services down your audience’s throat. Rather, it’s about finding relevant ways to add value to your audience, thereby attracting real and interested people who can then be gently nudged towards conversion – and not necessarily immediately.
The key is to provide useful content and ensure your links flow down the funnel to the rest of your site, rather than concentrating all your efforts on main landing pages. For enterprises, you have a unique opportunity to rank far much more terms than an average business would, hence optimize your strategy to ensure links trickle down to the inner pages of your site.
If for instance your clients manufacture spices, and have started a blog to share recipes, you should not only be interested on the products pages alone but also g links for different recipe category pages, and for individual recipes. As you can see, a well thought-out strategy is indispensable.
As usual, once you’ve collected all your thoughts into an actionable plan; ensure you have sealed all the common holes through which your audience disappears: duplicate content, bad user experience, complicated navigation among others. To sum it all up, it’s all about strategy.