Yogi Berra was famous for giving us one-liners that seems a little off, but always apropos. And when we think of public relations campaign strategies in a new digital world, the future [really] ain’t what it used to be. With social media tools aplenty and the changing behaviors of savvy consumers, companies that want to connect with them must build PR strategy with social and search in mind.
Today, I want to focus on search, specifically the process of backlinking. Backlinking is all about building relevant links between your website or blog and other content on the web that’s important to your customers. Just a few short years ago, backlinking wasn’t important. It wasn’t talked about. But it is now, because behaviors are changing. The Pew Center reports that just about everyone is online in some capacity, and many of them are searching for information.
Finding that information can be difficult. That’s why backlinking helps with how Google indexes your information online. Backlinking shows Google that your information is relevant, especially when those links connect complementary information. When Google recognizes this, it bumps your blog or website above lesser content.
So, today let’s learn how to create amazing backlinks.To qualm your expectations, I’m not here to give you a silver bullet that twill propel you to the top of a Google search. Quite frankly, there is no silver bullet. It takes hard work to find and build links with desen’t shelf life. It takes a lot of hard work to find content people are reading too.
There are several steps to this, and I recommend checking out Wordstream’s post, “How to Create Amazing Backlinks.” Here, I’ll summarize:
- Find what people are reading in your industry or market. What’s important to them?
- Identify who’s linking to what.
- Determine why people are linking to content.
- Create content that’s similar in value to other content you want links from.
- Woo influencers and bloggers of like content to read and link to yours.
On the Wordstream blog, Ken Lyons, says this stuff takes work. There’s a lot of time you should devote to this. Building links with other bloggers builds relationships, and a strategic PR relationship for your campaigns. This is important if you’re looking for a successful online public relations campaign strategy. If Yogi Berra is right, “The future ain’t what it used to be,” it’s better with a PR campaign that includes a backlinking strategy.
