Link Building for Marketing Agencies

You must have read articles about Link Building seeking answers to the "why and how" of an effective strategy… right?
 
In this topic, there are different opinions among SEO professionals. While some say they no longer do Link Building, others defend that Link Building is one of the most important strategies you can work on for your website's ranking. And we explain why:
 
At Unancor, we have analyzed thousands of projects, and our experience tells us that due to the high competition in the sector, doing Link Building is necessary to improve the authority and visibility of your marketing agency in search results.
 
By obtaining quality links from other relevant websites, you will increase organic traffic and, with it, potential clients.

In this article, you will learn how Link Building will boost your marketing agency's SEO.

Let’s explore all these concepts in more detail!

Link Building for Marketing Agencies

Link Building is a link-building strategy, which consists, as its name indicates, in obtaining external links or backlinks, with the goal of increasing the site's authority and thus the ranking.

To develop a good Link Building strategy for marketing agencies, it is necessary to work on important factors such as:

1. 1. Quality links: Authority
   2. From the same theme: Naturalness
   3. Geolocalized links
   4. Anchor text: Don’t always use the same keywords
   5. Analysis of your competitors' links
   6. Dofollow and nofollow links
   7. Toxic links
   8. Care for internal linking
   9. Networking
   10. EEAT and Link Building

Authority: Quality Links for Marketing Companies

What do quality links mean?

Quality links come from sites with a high DA or Domain Authority. This means that the site from which the link originates must have authority to be effective.

To evaluate a domain's authority, Google relies on factors such as the age of the domain, the quality and quantity of backlinks.

For example, imagine you have a marketing agency and since you are just starting, your site's domain is new. Obtaining backlinks from other agencies with higher authority will bring relevance and authority to yours.

This will increase your website's DA, visibility, online reputation, brand recognition, and with all this, the ranking. You will also gain more opportunities to generate clients and sales.

At Unancor, we provide you with the means related to yours to publish articles and buy quality links.

It’s very easy; you just need to register, fill in your business details, and our affinity tool will offer you the best blogs and media for your marketing agency.

Naturalness: Thematic Links

Links are said to be natural when they are generated organically, meaning that the owner of the website to which the links point does not intervene directly.

In other words, other websites decide to link to your content because they find it useful.

Therefore, creating valuable content goes hand in hand with an effective Link Building strategy.

On the other hand, links pointing to your website from other sites should be contextualized. The sites should be of the same theme or a related theme, so they will appear completely natural.

If you have random links, you will confuse both the user and Google, as they will not know what your objective is.

Also, keep in mind that they must fit and be coherent with the text, do not include them senselessly.

If all this seems complex to you, at Unancor we can assist you throughout the process.

Our Link Building professionals will advise you on the entire process of obtaining quality links without wasting your time or resources.

First, you will discuss everything about your business to then design a proposal for related media that will have the greatest impact on your agency.

Geolocalized Link Building

If your marketing agency provides services in a specific area, the links that benefit you the most are those coming from local websites in your theme.

For example, a good local link would be from a digital medium in your area, as it is visited by the targeted audience segment (local businesses) you aim to reach.

That’s why appearing in relevant media in your area will impact the authority of your site, and not only that, but it will also increase your online reputation as a marketing agency.

That’s why at Unancor, we provide you with a database of local media, so you can publish articles in quality local media in terms of metrics and visibility.

Use the Ideal Anchor Text

The anchor text is the visible text of a link that can be clicked. Generally, it appears in a different color than the text to attract the user's attention.

The anchor text should inform the user of the destination they will be sent to when they click on the link, so using the ideal anchor text will increase the chances of users interacting with it, as well as being a signal of semantic relevance for the search engine.

Avoid using anchor text that does not follow the natural coherence of the words in the text.

Also, avoid naked URL links like "www.domain.com".

Be creative and don’t always use the same anchor text; use related keywords, as otherwise, you could incur a penalty from Google.

Analyze Your Competitors' Links

Conducting a link study of your organic competitors will reveal the backlinks and Link Building strategies they are using, so you can adapt them for your marketing agency.

For this, there are powerful AI tools for SEO that allow you to spy on and analyze your competition

Not Just Dofollow Links

Dofollow links are those that transmit authority to the linked page, so the links you obtain to your agency's website should be of this type.

However, it is also important to include nofollow links, as they contribute to creating a more natural link profile. Google follows these links to index the content they are linked to.

Beware of Toxic Links

Sometimes, intentionally or not, toxic links are generated towards your marketing agency's domain. These links come from sites of dubious reputation and poor quality, and violate the Google guidelines.

You must get rid of toxic backlinks as soon as you detect them. To do this, you should frequently review your link profile with the SEO tool you use, and remove them so they do not harm the ranking of your marketing agency.

To detect them, you can also use Google Search Console: by clicking on "Links," and then on "More information" in the "External Links" section, you can click the "Export" button and download.

Clean the file and leave only the URLs you want to disavow.

Now go to Google Search Console to the page of the tool to disavow links and select the property that corresponds to your marketing agency.

Upload the file with the list, and that’s it. Google may take several weeks to incorporate your list into the index because it must crawl your website again and reprocess the pages it finds.

Care for Internal Linking

Interlinking or internal linking is crucial for distributing authority correctly within your website. When obtaining links, it is important that the strength gained is distributed properly.

For example, if you want a page on your website to rank, you can point internal links towards it, so it gains strength, also known as link juice.

Do you remember what link juice was? We explained it in the Interlinking article and we’ll refresh it quickly: Link Juice is the strength transmitted (through internal linking) between pages of the same site.

If you have poor internal linking, the strength of your website will be wasted on less important URLs that you do not want to rank.

Therefore, before working on Link Building in your marketing agency, ensure you have good internal linking.

Networking

Networking is an activity whose goal is to expand your network of professional contacts.

You can obtain quality links by attending marketing and SEO industry events. Throughout the year, events are held that all professionals in the sector attend.

That’s why if you haven’t been to any yet, I recommend you attend, as you will meet agency leaders with whom you can chat and generate business opportunities, collaborations, and obtain links from the same theme as yours. This is called "doing good networking."

EEAT and Link Building for Marketing Agencies

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In English, we can translate it as Experience, Knowledge, Authority, and Trust.

These are a set of criteria for evaluating the quality of content on a website. It is a ranking factor that Google takes into account more and more for the user to understand that the site is trustworthy.

And you might ask… What does this have to do with Link Building?

Well, by doing Link Building, one way to enhance EEAT signals is by obtaining links from other relevant marketing agencies; as we are interested in being associated with them.

Link Building as Part of the SEO Strategy

SEO has two parts: the On-Page SEO or ranking within the page, and the Off-Page SEO or outside of your marketing agency's website.

Link Building is the most important part of the Off-Page SEO strategy, but there are other techniques you can use to obtain links.

Some of them are:
 

Guest Post as a Link Building Strategy for Marketing Agencies

The guest post is a link-building strategy that consists of collaborations by writing articles as a guest on other blogs that are not yours. That is, obtaining external links or backlinks from one domain to another, generating authority for the guest author's page.

It is frequently used among marketing agencies, as you can request other relevant marketing agencies to write on their blog, providing valuable content in exchange for a link.

Both agencies benefit, as your website and the guest part will reach a broader audience within the sector, and you will increase that authority and relevance thanks to the obtained link.

Moreover, if we change the perspective towards marketing, the guest post will enhance your brand reputation and grow the business opportunities for your agency.

And the agency that publishes benefits from publishing valuable content, which they did not have to invest time in writing, just publish it and that’s it.

Press Releases

Press releases are announcements that serve to provide information about an event or business in question. They are written briefly, objectively, and clearly with the goal of being published.

You can use them to obtain links, by publishing valuable articles in relevant media.

You will reach your target audience, which will increase business generation opportunities. Therefore, they are beneficial for Link Building for marketing agencies.

Infographics

This involves choosing a topic and creating an eye-catching design with information about it. It is a way to obtain links because many marketing blogs link to these contents.

For example, "how to install the Facebook pixel"

If you are not very familiar with design, you can use tools like Canva, Piktochart… where you will find templates to easily create infographics.

Obtain Links Through Social Media

This part you have surely worked on both in your agency and your clients', as sharing your content on social media, and in turn having users share it too, is generating backlinks to your site.

It is a way to do Link Building and improve your agency's visibility.

Find Broken Links to Offer Yours

A link is broken when it points to another webpage that does not exist. You might have encountered this when entering a website and clicking on a link that shows a 404 error.

Well, this Link Building strategy consists of locating websites in your theme with broken links, and notifying that medium that this is happening, to then offer your own content to link to in its place.

To find broken links, you can use tools like Broken Link Checker which has a free trial or Screaming Frog, among others.

Unancor, Your Best Ally

If you have made it this far, you will have seen how a good link-building strategy is beneficial for your marketing agency, as it increases the authority of your domain, the online reputation of your site, brand recognition, and most importantly, it is all focused on generating potential clients.

At Unancor, we can help you improve the ranking and profitability of your business.

You can book a meeting and we will explain everything.

We look forward to seeing you!