In this blog post, we will talk about the link-building machine.
What do I mean by that?
Well, think to yourself, I read a lot of SEO articles. I read them from search engine watch, search engine journal, search engine, this guy that guy, this expert, this guru whatever.
It’s always about the new tactic, what’s the latest thing you have to do in SEO, what’s different, what’s changed, how’s the algorithm updated, what’s this EAT score thing, what’s site speed and CLS and all these other things.
It’s good to stay on top of that, but I’d like to focus on what hasn’t changed in SEO in the last ten years.
We’re going to cover that in this article and how links are a big part of it.
So let’s get started.
When I think about link building, I like to think about what are the only ranking factors that matter.
You can look at different articles online and google “google ranking factors.” You might come across brian dean’s cool article; it’s like 200 or more google ranking factors. For example, right site speed, EAT scores, web layout, semantic keywords, authority, all these things 200 of them.
It’s kind of cool to know all of them if you want to read them all, but what haven’t you learned, what are the most important ones, what can we actually focus on?
Well, there are two that haven’t fundamentally changed, and that is content and links.
Content and links are the two ranking factors in the simplistic form of that. And this is because when you think about how google operates, they’re using search engine spiders; they call them robots to scan individual web pages reading the content so they can use natural language processing and machine learning.
They’re getting more intelligent to understand what is actually on the page; then, they also want to understand the link relationships and what websites are pointing to others.
Again it’s the world wide web, what’s in the middle, what’s pointing to each other, what are the interconnected relationships between websites and the authority to rank.
Those are the two things that matter. And when we think about this, there’s the content assembly line and how to optimize and publish good quality content consistently that ranks on search engines, and then there’s the link-building machine behind that.
So again, it’s published, build links, update, rank, monetize. That’s the kind of formula that I cover exactly in the course and all the templates and step-by-step ways to do it.
But when we think about the link-building machine, we have to think about link velocity and why that matters. Link velocity is how quickly you’re getting links.
When I launched my blog, I wrote many articles on my blog and many guest posts. And through those guest posts, I was able to get a lot of links, and that link velocity helped grow my early blog.
Now there’s the idea that passive link building is a thing. The old traditional advice is to create great content, keep writing, add infographics and statistics, make videos and make this awesome post that everyone’s going to link to.
You’re just going to get passive links, and you’re going to be living with Lambos on the moon because everyone’s going to be linking to you. You’re going to be ranking for everything just by writing the article.
Well, that’s simply not the case. It might be the case if you already have an authoritative blog and are already ranking, and people can find those articles.
That’s how a lot of people find and link to stuff. They look for statistics, or they look for specific examples of things, but they’re going to cite and link to the site that’s already ranking.
If you’re starting from zero as I did, you cannot do passive link building yet. You have to focus on what I call assertive link building or leverage-based link building, where you’re actually putting yourself out there.
If I didn’t do any link building in my blog’s first year and only focused on creating content and maybe did a guest post here or there, I wouldn’t be making a hundred thousand dollars a month today.
I simply wouldn’t. Perhaps I’d be making five or six or seven, but I wouldn’t be in the same area. My DR would probably be in the 20s or 30s.
Google wouldn’t trust me as much because I didn’t do anything to get links.
This whole thing is about why are we getting links in the first place?
In this blog post on the link building machine, I’m going to frame this thinking on link building based on how to do outreach, what link building even is and how it works, and how guest posts are the engine and partnerships are the fuel.
What is Link Building Machine?
Consider this; there’s actually intrinsic value in getting a backlink from another website. So if you’re asking for a link, you’re getting value in return because when you think about a link, if you get a link, an article can rank on google for something that can make money.
There’s intrinsic and inherent innate value in that link, and it depends on the domain authority of the ranking site.
There’s an intrinsic value in this; you bet it’s going to be competitive. So you can’t just simply ask for a link.
Here’s a classic example of someone who reached out to me for a link: (I wanted to get rid of the company’s name)
I’m blank, and I work as a product marketer at blank.
Recently I came across an article written about 11 best screen recording software published on your blog. I found it very engaging and insightful. The content is very well written, and the research is adept.
Blank is one such screen capture tool from the makers of blank enables anyone to record videos for free without limits. Not just that, blank comes with a host of other features that make it one of the best screen recording software.
We wanted to inquire if you can add blank as well to the list and backlink it to our website with one follow link. It would be of great help to us to reach a wider audience, and considering the readership of your website, it will help your readers too.
Also, you can check out a few of our other published blogs here.
This is a standard email outreach to get a link. It’s hey I saw this article you wrote, I would like to be added, and it will help your readers, and that’s very common.
I get these a lot, and that’s the problem with a lot of SEO gurus and SEO advice. They’ll give you the tactic, but they won’t tell you how to do the tactic from an emotional leverage-based standpoint.
There’s broken link building, link reclamation, and guest post outreach. You can do these things, but if you don’t have the frame of reference of how to do them based on actual value exchange, then it won’t work.
For example, based on the above email, if I were to add that company to my screen recording software post, I would have to write two to 400 words or whatever look at their tool add the features they want to add it to the list, link back to them and send them that link.
Do work for free, send them a $500 value to them, and it will help my readers and it won’t. Do they think I’m stupid? Adding one tool to when I have hundreds and hundreds of tools. Do you think that’s going to help my readers? No.
They’re not looking at links as a value exchange, they’re just looking at it from a tactical inhuman, impersonal standpoint, and that’s the problem.
Since links have value, you have to think of the world as a value exchange. We’ve been bartering and trading things for thousands of years.
The Phoenicians traded spices and raw and silks and all of these things and even farmers when we started going from hunter and gatherer to farming.
What were we doing? We were creating a surplus of something; corn, wheat, whatever to trade that surplus for other things. A trade.
We’re not just doing this stuff online out of the kindness of my heart. Every day, I get tons of emails asking for links saying it’ll help my readers, and they go right in the trash.
Actually, sometimes I’ll mark them as spam because they’re so poorly done, and it gets a little bit annoying.
But what do we do? We create a surplus in the world and trade it for scarcity like you spend time at a job you, purchase something on amazon. You trade away your money that you’ve earned for a product you can’t create yourself. Scarcity.
You swap goods on the Facebook marketplace, you invest in the stock market, you do all of these things, and bartering is kind of ingrained in what we do.
So that’s true in career, it’s true in business, it’s true in life. You have to understand the motivations of the other individual.
One of the most essential things of management is understanding people’s motivations. Maybe that employee of yours just wants to punch the clock and leave; maybe that employee wants to get promoted and show you their value.
You have to understand people, and with link building, there is a person behind every website, so don’t send an impersonal email asking for value with nothing in return.
That’s kind of how to frame it.
When I first started my blog, I did guest posts. Here is an example of guest author bio:
Mike is a writer, content marketing consultant, and strategic partnerships manager for this company with five-plus years of digital marketing experience. He’s passionate about leveraging the right strategic partnerships and software to scale digital growth. Mike writes about affiliate marketing programs and scaling your online influence at his blog (name of the blog).
I am framing myself for my career, and this is an excellent way to get in on early link building and guest posts. You don’t always have to say I’m a brand new blogger at xyz.com. You can leverage anything else that you have.
From the above example, I was able to leverage I had a job, it wasn’t the best job in the world, but it was a job that people might have heard of. Notice I didn’t say Mike is a blogger at xyz.com, where he writes to zero people.
If you’re a photographer, for example, and you started a photography blog, you could do the same thing. You wouldn’t say you are a new photography blogger that writes to 500 readers a month or whatever.
You could say you’re an expert, a professional photographer specializing in wedding photography, or like landscape photography, whatever it is.
But you can use your career any personal or professional connections you have at the initial onset of link-building outreach to just give yourself a better chance at first.
Now when you’re thinking about link building, again, guest posts are the engine, and partnerships are the fuel.
What do I mean by that?
When I look at the links that I’ve gotten that are my referring domains, websites link to me. Most of them aren’t guest posts. They are based on using leverage and are all kinds of different partnerships.
Going back to that idea of passive link building that simply doesn’t exist.
Just like the internet itself is full of hidden deals as far as affiliate articles go and hidden monetization, link building is the same way. Links are secretly kind of built on partnerships and connections or people paying for a link or buying a link, or trading a link.
Let’s just say hypothetically, I was to ask for a link on a random article that I didn’t write, and I got a link with decent anchor text, and this post was written in 2015. How would they ever know that I did that? How would google ever know I had a hand in that.
If I didn’t write the guest post, it was based on a partnership, and I just got a link in this random article. That is no different than if they naturally put it in themselves.
When I say that guest posts are the engine, you need value to trade value. You never want to do one-to-one direct link exchanges when you’re just starting. That’s not good, but you can link in guest posts.
So why don’t you use that to get some early guest posts under your belt, which could be a leverage point?
Maybe you trade a few links within your guest post, and you can do some outreach that way and say, hey, if you accept a guest post for me, I can link to you over here, over there.
The world is just a value exchange and a place to trade online. Maybe you’re a great writer, and you love writing, and you don’t mind writing guest posts; you can partner with somebody who’s doing the outreach and say, I’ll write these guest posts, but I’m going to add a link to my blog.
Alternatively, you’re more excellent at outreach, and you don’t want to write anything, then you can partner with a writer who will add one link to their blog, and you just do the outreach, but you don’t write the guest post.
Maybe you trade consulting time in exchange for a link, or perhaps you find another way that you can do it.
In my online blogging course, I cover how to find your specific leverage points, the exact templates to use, personalize things, follow up, do the entire guest posts and link building process, and ask for links from start to finish. But this is kind of an overview of that.
The link building machine needs fuel; it needs partnerships; you need to reach out to sites be open to opportunities.
What happens often is I’ll get reached out, and it’s like I want to guest post on your site, and I just either say no, or I never even answer. I just delete the email, but what if that site said I’d like to talk to you about link collaborations potentially.
I could probably get you a link on a site like Forbes, or I’m writing a guest post for Shopify. Would you be interested in the link there, and if so, I’d trade a link from your site or something like that. I’d be like yeah, I’ll do that because there’s value in it for me.
You have to realize that link building is a value exchange. Guest posts are the engine where you can trade links and trade assets and get links from other people, but it’s really based on genuine partnerships.
There’s a person behind every website. Partnerships are the fuel; the more that you just put yourself out there, reach out to sites, put the brand of you out in the digital world, opportunities just arise, so you have to be open to these opportunities and take them as they come.
Going from zero to one from no links to a link, that’s where you start to develop a little bit of, you know, fire in your gut and be like, okay, I’m making progress here.
Going from zero to one, you have to find value. You probably would be able to get a guest post just by saying I’m a new blogger, can I guest post for you? I’ll write a great article. That’ll probably work, but it would just take a lot more time.
You have to find a unique value point, so you have to find a way to provide value to the other site you’re reaching out to, whether that’s trading links from other guest posts whether that’s doing something for free. Doing something.
In the course, we’ll cover exactly how to find your value point, how to write precisely, add links to guest posts and add your author bio, and where to link.
When you think about the link building and content machine, on the one hand, there’s the content assembly line.
There’s how to create a search engine optimized post in a minimum viable format, publish it wait, get links to that correct post that can make you money, start getting rankings increases, update over time for human beings to make it better based on content experience, based on better writing skills, better intros, different copy and then that’s where you start ranking and monetize with affiliate links.
It’s a whole process. It’s a content and link building machine; it’s white hat link building on steroids. It’s something that no one else does, and no one else teaches.
So that’ll be in the course and also great content in the VIP list. That’s it for this article on the link building machine.
I just wanted to kind of start wrapping your head around link building as a concept, using guest posts as the engine and partnerships as the fuel, being open to opportunities, being open to trades, and making progress within your niche.
So please, if you haven’t yet joined the VIP list, I’ve got more content.
I hope you found this post helpful, and I hope it frames your mind a bit differently when you think about link building and scaling your authority online. That’s it, and I will talk to you soon.