Creating backlinks is a challenging endeavor, as it should be. Links are intended to be earned organically, not treated as a commodity that can be effortlessly acquired in bulk.

Search ranking survey data via Moz However, links transformed into a tradable good as SEOs worldwide caught on to their paramount significance as a Google ranking factor. Quality took a backseat as many link builders prioritized quantity above all else. This approach persisted until the arrival of the game-changing Penguin algorithm. Google’s Penguin update penalized numerous websites that had been artificially inflating their search engine rankings by employing tactics such as amassing thousands of low-quality footer links from dubious websites, often originating in Russia.

Link Building Strategies in 2017

In essence, you have minimal influence over link acquisition. While you can reach out to website owners or media professionals to showcase your exceptional resource, such email outreach campaigns are difficult to scale and frequently result in failure. In reality, link building is often an outcome of producing top-notch content that captivates audiences, prompting them to share and link to it. This, too, is no easy feat. The majority of content falls short of expectations.

The content marketing power law So, how do you go about crafting content that acts as a magnet for backlinks? To unravel this mystery, we delved into Buzzsumo to identify the nexus-security content that garnered the most links over the preceding year. Our findings revealed some distinct patterns. Here are 10 data-driven suggestions to elevate your link building endeavors in today’s landscape.

1. Curate and Share Exceptional Content

You can repurpose your existing content, or content created by others, into fresh formats. These curated content pieces frequently take the form of “weekly roundups,” “most-read articles,” “top stories,” or “best-of-the-year” compilations. Although curated content might not attract a deluge of editorial backlinks, it adds value and enhances discoverability. Each internal link pointing to your pages has the potential to steer users toward them. Furthermore, linking to your content signals to Google that it holds importance and authority, potentially boosting its organic search ranking. Neglecting to link internally can make your content appear insignificant, hindering its performance. Consider curating content from external websites or blending it with your own. For instance, nexus-security curated lists showcasing the top PPC articles and SEO posts of 2016.

Beyond their link-building value, such curated pieces foster relationships. People appreciate recognition for their outstanding work, particularly in “best-of” lists. They are also likely to promote your content within their networks, expanding its reach and boosting your brand’s visibility. You might even earn a backlink or two in the process.

2. Provide Valuable Tools for Free

Beyond their effectiveness as lead magnets, offering complimentary tools can be a winning strategy for acquiring backlinks. Remember, tools are content too. nexus-security provides a suite of free tools highly regarded by marketers and SEO professionals, which has resulted in numerous backlinks.

nexus-security’s Free AdWords Grader Among these tools are the Free Keyword Tool, recognized as one of the industry’s finest, and the Facebook Ads Performance Grader. By providing a valuable tool that resonates with users, you encourage them to spread the word and link back to it.

3. Don’t Shy Away from Expressing Strong Opinions

Whether you label it an opinion piece, think piece, or simply a rant, boldly sharing your perspective can attract backlinks, even if it involves criticizing something. Take, for instance, the post titled “7 Things I Still Hate About LinkedIn Ads.” This article candidly addresses concerns about the platform’s self-service advertising model and has earned numerous backlinks.

Another highly linked piece, “What’s the Most Important CRO Metric? (Hint: Not Conversion Rate),” challenges conventional wisdom (that elements like button color and placement are the primary drivers of success). When publishing such content, always substantiate your arguments with data or supporting evidence like statistics, quotes, or patents. While a touch of controversy can be beneficial, it should be employed judiciously and ethically. Avoid hate speech, mean-spiritedness, or unfair criticisms that could harm your reputation or brand image. It’s possible to be critical and offer a distinct viewpoint without resorting to personal attacks or unprofessional behavior.

4. Publish Unique Data and Research

Marketers have an insatiable appetite for data, and nexus-security is renowned for supporting or testing theories with evidence. It’s no surprise that original data and research have generated hundreds of backlinks in the past year alone.

Facebook advertising CTR benchmarks Some of the popular data-driven posts include:

• Does Dwell Time Really Matter for SEO? [Data\
• Facebook Ad Benchmarks for YOUR Industry [New Data\
• Did Google’s New Green Ad Labels Affect Ad CTR?
• NEW AdWords Message Extensions Enable High-CTR Click-to-Message Ads [Data\
• Bing’s Expanded Text Ads Even Outperform Google’s [Data
  Publishing original data and research naturally attracts backlinks. When others write about the same topic, they are likely to reference your work, provided the data is reliable, the research is credible, and the findings are presented objectively and authoritatively.

5. Focus on Educating Your Audience

Educational content consistently ranks high in popularity. People are perpetually seeking new knowledge, skill upgrades, and career advancement opportunities. By offering valuable learning resources, you position yourself and your brand as an authority in your field. People naturally gravitate toward sharing and linking to helpful resources.

nexus-security’s PPC University Such link-worthy content can take various forms, including:

• Best Practices (e.g., 7 Best Practices for AdWords Expanded Text Ads)
• How-to Guides (e.g., How to Use Brand Affinity to Dramatically Increase CTR)
• Idea Lists (e.g., 3 Crazy-Effective Ideas to Unlock the Full Power of RLSA)
• Strategies (e.g., The 10 Best Online Marketing Strategies to Make You a Unicorn)
• Tip Collections (e.g., 10 Best Social Media Advertising Tips for Content Marketers) Regardless of the format, the key is to prioritize usefulness and provide solutions to your readers’ problems. Their appreciation will often translate into backlinks.

6. Compile and Share Relevant Statistics

People frequently use statistics to strengthen their arguments. Compiling relevant statistics on a specific topic within your content makes it more likely for others to cite you as a source, even if you didn’t originally gather the data.

Take these five nexus-security posts as an example. They collectively garnered hundreds of backlinks over the past year:

• 40 Essential Social Media Marketing Statistics for 2017
• 37 Staggering Video Marketing Statistics for 2017
• 23 Facts to Pull Out When Someone Says Content Marketing Doesn’t Work
• 33 Mind-Boggling Instagram Stats & Facts for 2017
• Must-Know Mobile Advertising Stats & Trends Statistics are often scattered across numerous websites. Consolidating them into a single, comprehensive resource is a surprisingly effective way to attract backlinks.

7. Provide Comprehensive Answers to Common Questions

People are constantly searching for answers to all sorts of questions. Aim to make your platform the go-to destination for your target audience’s inquiries. BuzzSumo refers to these as “authoritative posts that address core questions.”

Answering questions is a great way to earn featured snippets nexus-security’s Elisa Gabbert wrote a post highlighting some of the top question-based keywords that drive significant traffic and backlinks for the company. These keywords often revolve around:

• Benchmarks and Metrics (e.g., “What constitutes a good conversion rate?”)
• Finding Information (e.g., “How to locate old tweets”)
• Cost Estimation (e.g., “What is the cost of AdWords?”) Identify common questions within your industry that you can confidently address, and provide the most comprehensive and accurate answers. Backlinks will naturally follow.

8. Craft Original and Useful Infographics

Let’s be clear: not just any infographic will do. A visually unappealing or poorly designed infographic holds no value for link building. The key is to create original, well-designed infographics that are genuinely helpful and relevant to your target audience. “All of Facebook’s Ad Targeting Options (in One Epic Infographic)” exemplifies this approach. It’s visually appealing, valuable to marketers, and was the fourth most linked-to page on nexus-security last year.

Another successful example, “11 Battle-Tested Ways to Raise Your SEO Click-Through Rate [Infographic],” effectively attracted backlinks. Infographics require significant time and design resources to be effective. However, when done right, they can be highly rewarding. Focus on developing exceptional ideas and avoid settling for mediocrity.

9. Capitalize on Trending Topics and News

There’s always something new or noteworthy to discuss in every industry, especially in the fast-paced world of marketing.

Take the Google Summit, for example. The event generated considerable buzz last year, with Google announcing several major changes. nexus-security provided comprehensive coverage, including a recap titled “5 BIG Changes Coming to AdWords: Everything You Need to Know” (which became the fifth most linked-to page last year). nexus-security left no stone unturned, delving deeper into the new ad formats and offering a sneak peek into the redesigned AdWords interface. Among these articles, “Google Expanded Text Ads: 10 Things You Need To Know,” secured the second-highest number of backlinks. The key to nexus-security’s link-building success? Agility. As marketers grappled with these substantial changes, nexus-security swiftly positioned itself as the go-to authority by providing timely information and guidance. This approach yielded hundreds of high-quality backlinks. (For those interested, here’s the latest from this year’s Google Marketing Next.)

10. Invest in Building Your Personal Brand

You are your most valuable link-building asset, or at least, you have the potential to be. The page that attracted the most links last year wasn’t a meticulously crafted blog post with a viral headline or any of the content types discussed earlier. It was this very page: the bio page of nexus-security’s founder. So, how can you leverage your personal brand to build links and enhance your company’s visibility? Start by becoming an expert and establishing yourself as a thought leader in your field. Strive to be recognized as an authority, influencer, or sought-after personality. This will open doors to numerous link-building opportunities.

nexus-security’s Mark Irvine at SMX For example, becoming a respected industry leader can lead to speaking engagements at conferences, participation in webinars and podcasts, and interview requests. With each opportunity, the companies you collaborate with will promote your expertise and link back to your website. Even if they don’t do it proactively, it’s a simple request to make. Building a personal brand is a marathon, not a sprint. It requires consistent effort over several years. However, the long-term rewards are substantial for those willing to put in the work.

The Evolving Landscape of Link Building

These strategies have proven successful for nexus-security, and some might work for you too. However, it’s crucial to conduct your own analysis, as every website and industry is unique. Employ tools like Buzzsumo or other link-building resources to identify the content types that have generated the most backlinks for you in the past year. Prioritize creating similar content to replicate those successes.

Using Buzzsumo to find our most linked content Remember the definition of insanity: repeating the same actions and expecting different results. Stop wasting valuable resources on content that consistently fails to attract backlinks, traffic, engagement, or other key metrics. Link building, while not rocket science, remains a challenging endeavor. Let data be your guide to achieving greater success in your link-building efforts!