Why You Should Start Link Building

Links to your website from other sites (called backlinks) are indicators that search engines use to determine its relevance.

Your job as a business owner is to cultivate backlinks on high-authority sites related to your business or industry. The more backlinks your site has, the higher it is likely to rank on Google, Bing, and other search engines..

In link building, the quality of the links is much more important to search engines than the quantity.

If your domain authority is low, as it is for many small businesses just starting SEO, you may see significant improvements from only a few backlinks, including:

• Increased visibility: Google's algorithms heavily favor backlinks. They are among the best indicators of relevance. Earning even a few backlinks on other sites means your website will appear higher on search results pages for relevant keywords.
• More website traffic: Since they appear on other websites, backlinks give customers more ways to find your website than the search bar alone. If they spot a link to your website on a site they trust, they are more likely to trust—and visit—yours as well.
• New relationships: Whether you trade links with members of your business community or collaborate with an industry influencer, link building can generate interest in your business and open doors to networking opportunities.
• Brand awareness: Backlinks mean exposures. The more mentions your business gets, the more well-known you become. Name recognition and trust (not to mention customers) go hand in hand.

Consistency is the key: every new high-quality backlink means more potential visitors to your site.

Unlike many other SEO strategies, link building is often a slow and incremental process. But the rewards are worth the effort. Here are a few tips to increase the chances of your link getting adopted:

• Create Quality Content: The owners of high-authority websites usually prefer to link to engaging content that answers relevant questions or supports their work. You must develop content that meets their criteria. Look at trending content in your industry (and that of your competitors) and create a better, more current version of it—with your unique insights included. A combination of new site pages, blog articles, and short videos or podcasts is the best place to start.
• Leverage Expertise: Connect with industry experts and ask them for a quote to use in your next article or video. This way, you get valuable third-party credibility, they get some exposure (and will likely re-share your link), and your customers get the information they need.
• Get Social: You can build links to your website using your social media profiles. Share any and all new content you produce on Facebook, Twitter, Instagram, and other platforms. Your followers (and Google) will notice your activity. You can even optimize your social media accounts.

No matter how small your business is, never underestimate the power of link building. With so many incredible benefits, it's a great strategy to help you boost your rankings and gain more business.

Protect Your Business While You Promote It

Link building is an excellent way to increase your digital footprint and grow your customer base. But as your business reaches a larger audience online, you should take steps to protect it against cyber risks such as data breaches, ransomware, phishing, and more.

Why? A recent study by Selective and Appalachian State University found that only 20% of small businesses surveyed carry cyber coverage, even though 28% of data breaches are against small businesses.

If SEO is a proactive way to promote your business online, then cyber insurance is part of a holistic approach to protecting your business against emerging digital threats.

The Bottom Line

Whether you are new to SEO or ready for more advanced strategies, link building will boost your rankings and help you earn more business. Start with the link building tips above. If you simply don’t have the time to do SEO (you’re a business owner after all), there are many reputable Search Engine Optimization companies and freelancers out there.

Why? A recent study by Selective and Appalachian State University found that only 20% of small businesses surveyed carry cyber coverage, even though 28% of data breaches are against small businesses.

And finally, if the pandemic forced you—as it did for many business owners—to move more of your operations online, you should make cyber security a priority. Talk to a local independent insurance agent to see how a combination of cyber hygiene and cyber liability insurance can help protect you, your business, and your customers.