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How to Build a Network of Contacts to Support Your Link Building Strategy


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Good relationships are the backbone of link building. Building an honest, candid understanding between yourself and your link building partners is the key to success. Google is extremely vigilant with regard to link building, and the main consequence of this is that there are no quick fixes left.

SEO costs are by no means insubstantial, which is why it’s so important to get real bang for your buck. There are many factors that can impact on your SEO performance. These include things like keyword optimization, technical SEO, AMP pages, and many more.

In particular, much hinges on your link building strategy. Earning good-quality links is crucial to driving your site up search engine results pages (SERPs). This helps to boost both traffic and, ultimately, revenue.

Collaborating with others in creating and promoting content is hugely important. It takes work and effort, but it can earn you a consistent supply of quality links. Your content must be worth linking to, but active promotion through link building partnerships can help it get more attention. In this guide, we’ll give you tips and ideas on how you can build a network of contacts to support your link building campaigns.

Why Link Building Partnerships Matter

First, we need to be clear about why it’s so vital to build lasting link building partnerships. Having good contacts who can promote your content to their own audience means that more people will see it. It also improves the chances of acquiring more links, which Google looks on very favourably. Authoritative links are a prominent ranking factor, and can help to ensure that your site performs better on SERPs.

Offline connections can also lead to natural link-building partnerships. Perhaps you have a client that you’ve worked with regularly for many years. You could leverage this relationship for the purposes of link building. For example, you might solicit a testimonial from the client. Maybe you’re involved in community and charity work. You might then use that connection to obtain a high authority link. The opportunities are diverse.

Finding Link Building Partners

When scouting for new link building partners, it’s important to keep relevance at the forefront of your mind. There has to be some common ground between your content and your contact’s site.

Ideally, you want an obvious overlap between your business and the site you’re looking to partner with. Otherwise, they’re probably not going to be very interested in working with you – which means an unnecessary waste of time on your part. Any link building partnership has to be mutually beneficial in order to be worthwhile. What’s more, links from irrelevant pages will do little to help your SEO.

Don’t just contact prospective partners because they’ve got a big following. Certainly, if they do have a large social media audience then it’s a bonus from an SEO standpoint. It shouldn’t be the primary consideration, though. Before you approach a would-be link building contact, check whether they’ve already forged similar partnerships with other people. This should give you a good indication of whether or not they’ll be willing to work with you.

Compelling content is crucial for long-term link building partnerships.

You also need to be able to offer your prospective partners something compelling. Great content is a must for building long-term link building partnerships; that’s a given. But in addition to that, you also need to deliver credibility and authority. As well as being prepared to put the work in. If you can’t keep up your end of the bargain, you’ll find that your link building collaborators don’t stick around for the long haul.

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If your business is already well-established in its field, this will stand you in good stead. It’ll be somewhat more challenging if your firm is newer or less well-known. You should take this as a spur, though, to redouble your efforts. Earning and retaining link building contacts is more difficult for newer businesses, but consistent endeavour and creativity can go a long way.

It may be that some bloggers and influencers have already mentioned your brand online. If you haven’t established contact with these people, get in touch with them. They’ve referenced you at least once before, so they know who you are and what you do. From here it’s a short step to fruitful, positive collaboration.

Getting Outreach Right

So, you’ve settled on some potential link building contacts. Now it’s time to start reaching out to them. The first point to remember here is that personalised, smart outreach gets better results. Mass emails might save you a bit of time, but people will be able to see where you’ve cut corners. Be sure to tailor your emails to the person and the business to which you’re reaching out. Anything that looks like mass-produced spam will get treated like it.

Not only are they more effective, but sending personalised emails is also the most polite thing to do. Influencers with any kind of audience often receive emails begging them for links. They’re always finding themselves having to separate the wheat from the chaff – and your job is to ensure that you fall into the former category. Be amiable when you approach them, and make it clear that you’re reaching out to them because you think you could work well together. Be genuine. This is much more likely to strike the right chord.

Influencers get a lot of outreach emails, so be clear about what you need from them.

You need to bear in mind that influencers have a lot of demands on their time, so you only have a limited window to grab their attention. Emphasise your own expertise and that of your business. Again, if you’re new to the game or your business isn’t too well known, you won’t be able to rely on reputation to help you get a foot in the door.

When email prospecting, make it clear to prospective partners what you want from them. Do you want them to run a guest post from you? Are you looking to build a list of investors for startups?Do you want them to link to an existing bit of content in a link roundup or on a resource page? The clearer you are, the more likely it is that you’ll get what you need.

That being said, you’ll still get a few negative replies. Try not to be too discouraged by these. Even a negative response might not be the end of the matter. If you do get knocked back, don’t ignore the reply. Instead, thank them for their time and ask them for their reasons, if they haven’t provided them already. This way, you might be able to obtain some valuable feedback which you can use to your advantage in the future.

Communication is Crucial

Regular communication is essential to success in any field. Link building is no exception. When you’ve made some good link-building contacts, you’ll need to work to keep them. That means staying in regular contact with them. Open and ongoing communication with link building partners allows for more effective collaboration. It helps to ensure you’re both aligned with one another’s goals, and can open new avenues for cooperation.

It’s important to establish a common perspective and harmonious objectives. Open communication is a constructive way of achieving this. It enables you and your collaborators to align more efficiently. It helps in developing the kind of trust which is necessary for any successful long-term business relationships.

Link building partnerships aren’t merely transactional. It’s not a case of bagging a link and then congratulating yourself on your good work. Link building needs to be strategic if it’s to be successful. Both sides must be able to establish whether working together is delivering the desired results. This is why we place so much emphasis on long-term partnerships.

Good communication develops a solid understanding between partners, and paves the way for long-term success.

Content is (Still) King

We should emphasise again the importance of consistently delivering quality content. This can do a lot to bring new link building partners into the fold. Quality content is far more likely to get links. This is why you must have a robust content strategy. Don’t forget that your collaborators have reputations to uphold as well. If they provide links to substandard content that doesn’t satisfy users’ needs, their own reputation is likely to take a hit.

Quality content tends to generate backlinks naturally. A good article, listicle, or blog post that meets a genuine need and provides users with what they’re looking for will appear higher in relevant SERPs. This means that it’s easier for people to find, and more likely to come to the attention of bloggers and influencers. They will then start to link to the content of their own accord.

You can still nudge it along to get a few more links, though. You must provide prospective link building partners with content that’s relevant to their own audience and which provides useful insights. If you can offer this, you’ll be in a great position to earn high-quality links. What’s more, if your content is created with user intent in mind, you should find that it performs better in SERPs anyway. So it’s a virtuous circle – good content is attractive to prospective link building partners, and Google likes it too.


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