The Forgotten Art of Link Building

Remember the “good old days” of SEO? When keyword stuffing and link schemes were the name of the game? Ah, those were the times! Nowadays, it feels like Google is constantly moving the goalposts, making us content creators and marketers scramble to keep up.

But you know what they say – the more things change, the more they stay the same. Sure, the algorithms may have evolved, but there are still some old-school link building techniques that can work wonders for your SEO. In fact, I’d argue that some of these “vintage” methods are even more powerful in today’s landscape.

Embrace the Power of Data Studies

One of my favorite link building strategies is creating data-driven content. I’m talking about in-depth studies, analyses, and surveys that uncover unique insights about your industry. These types of pieces are pure link magnets – journalists and bloggers can’t resist sharing interesting, authoritative data.

Now, I know what you’re thinking – “Data studies? That sounds expensive and complicated.” And you’d be right. Conducting these kinds of studies is no easy feat. You need a budget, a data analyst, and the ability to transform raw numbers into a captivating narrative.

But hear me out – the payoff is worth it. I’ve seen data studies generate hundreds, sometimes thousands, of high-quality backlinks. And the best part? These links tend to stick around for years, continuously boosting your authority.

One of the keys to success is finding the right data partners. As Brian Dean from Backlinko explains, teaming up with tools like BuzzSumo or Pitchbox can make the process a lot easier. They already have the data, you just need to help them turn it into a compelling story.

And don’t be afraid to get creative with your data studies. Brian also mentioned how they once did a study on voice search ranking factors by simply having someone ask a Google Home device a bunch of questions and recording the results. Cheap, but effective!

Ride the Waves of Trends

Another oldie-but-goodie link building tactic is riding the wave of industry trends. As Vince Nero from BuzzStream explains, the key is to get out in front of emerging topics before they hit the mainstream.

Just think about the Clubhouse craze a couple of years ago. I was able to quickly put together a Clubhouse user stats piece and, bam, instant coverage from major publications. If I had waited a month, I would have been too late to the party.

The beauty of trend-based content is that it taps into the natural curiosity of journalists and influencers. They’re constantly on the hunt for the “next big thing,” so if you can position yourself as an early authority on an emerging topic, you’re golden.

Of course, you have to be selective with your trends. As Brian Dean points out, you don’t want to stray too far from your core brand and industry. Otherwise, you risk diluting your authority and credibility. Stick to trends that are genuinely relevant to your audience.

The Skyscraper Technique 2.0

Remember the good old days of the skyscraper technique? As Brian Dean explains, this classic link building strategy involved finding high-performing content in your niche, then creating something “skyscraper-tall” – an even more comprehensive, valuable piece.

Well, the skyscraper technique is still alive and well, but it’s evolved a bit. These days, it’s not enough to simply create a longer, more detailed version of what’s already out there. You need to really dig into what your target audience is searching for and deliver content that matches their intent.

As Brian puts it, “Sometimes searchers want an ultimate guide. Sometimes searchers don’t want an ultimate guide. They want something shorter. Sometimes they want a list post. Sometimes they want whatever.” The key is to carefully research the SERP and reverse-engineer what’s working.

This more nuanced approach to the skyscraper technique takes more time and effort, but the payoff is worth it. By creating content that truly resonates with your audience, you’re much more likely to earn those coveted backlinks.

Supercharge Your PR Efforts

You know what they say – it’s not what you know, it’s who you know. And in the world of link building, that couldn’t be more true. As Brian Dean explains, cultivating relationships with influential journalists and bloggers can be a game-changer.

One of the ways to do this is by embracing the power of PR. I’m talking about reaching out to relevant media outlets, pitching your expertise, and securing coverage that includes backlinks to your site. It’s an old-school tactic, but it’s still highly effective.

The key is to get creative with your pitch. As Brian mentions, the best way to stand out is by having a unique story or data-driven insights to share. Journalists are constantly on the hunt for fresh, compelling content, so if you can position yourself as an expert in your field, you’re already halfway there.

And don’t be afraid to think outside the box. Brian gave the example of his co-founder, Josh, going on a bunch of Indie Hacker podcasts to share the story of how he built and sold his Exploding Topics tool. That kind of creative thinking can pay dividends in the form of high-quality backlinks.

Embrace the Old, Conquer the New

So there you have it – a bunch of old-school link building techniques that are still going strong in 2023 and beyond. From data studies to trend-jacking to the skyscraper technique 2.0, these strategies may be tried-and-true, but they still pack a serious punch.

The key is to approach link building with a mix of creativity and diligence. Don’t be afraid to experiment, take risks, and think outside the box. And remember, the best links aren’t the ones you buy or beg for – they’re the ones you earn through sheer hard work and value-packed content.

So, my fellow SEO enthusiasts, let’s raise a glass to the old ways. They may be a little dusty, but they’re still powerful tools in our modern marketing arsenal. Here’s to conquering the SERP, one backlink at a time!

And if you’re ever in Manchester, don’t forget to check out our SEO agency – we’d be happy to chat more about these link building strategies and how to make them work for your business.