We call it link funnels, a safe, content driven strategy which you can execute yourself.

When you start looking online for “how to create a link building strategy” you’ll find pages and pages of people telling you how to build links, but no-one ever, anywhere will explain to you how to create and document an actual link building strategy and how that ties in with your on-page SEO

Yes, there’s many ways to build links:

  • Guest posts
  • Editorial links
  • Blog Comments
  • Directories
  • Niche edits
  • Trading links
  • Bribing contributors…

The List goes on but where is the startegy ? Which target pages do we point links too ? Which anchors? Do you need more on-page content? Hoe much should you spend? where do you find these links? How do you document the startegy?

Why is no-one talking about this? On-page SEO has plenty of different strategies, tools and templates to follow. Content marketing has the same but why is link building so shrouded in secrecy that no-one wants to share what they’re doing? Or is it because no-one actually knows what they’re doing, they just wing it and hope for the best?

Here at NO-BS we‘ve had the privilege of working with some of the best SEO’s in the world, many of which you’ll know. They include agency owners, consultants, directors, affiliates, and the list goes on. Even though we can’t name names, we can share with you a strategy which makes sense, follows Google’s best practices, creates an epic amount of authority in your niche and won’t just push your biggest keywords but help you rank for thousands of organic keywords, driving more organic traffic than you’ve ever had before.

We created this article to explain the link building methodology we like to call “Link Funnels”. This is what we suggest to our clients when building links to their websites.

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Design your on-page content strategy

First things first, your website needs the foundations so you can execute a link building strategy which adds value to users and reduces the risk of getting a penalty. As a business, you want your sales pages to rank well and drive high intent, bottom of funnel leads to your business. This means you’ll likely have sales pages (or service pages) which are built to convert visitors into leads. These are great for your Google Ads campaign or your Facebook campaign, but terrible for SEO which means you often end up sacrificing your conversion rate to insert more SEO focused content.

Search engines (Google) are less likely to rank the sales/service pages on your website because they generally don’t answer questions of your users. Plus Google is a private enterprise and would also prefer you pay for ads and contribute to the 162 billion dollars it collects each year.

What they do want to do, is take visitors to content which answers their questions, adds value and educates which is why you’ll find so much information online about the importance of creating regular blog content for your site.

HubSpot Director of Acquisition Matthew Barby introduced the world to the pillar and cluster model, which is a terrific way to organise your blog infrastructure and set a good URL hierarchy which gives you a terrific base for building link campaigns.

Basically, you want to identify your main product or service pages. These are your pillars (“Digital Marketing”) then you create articles related to that (“How to Become a Digital Marketer”) which will target longer tail keywords and create topical authority for your site.

Topic clusters