Not all backlinks are equal. According to an assessment from Backlinko, Google may use at least 46 different factors to weigh the value of a single backlink or to assess a site’s overall backlink profile. A few notable link quality signals include:
Though no one knows for sure how Google qualifies referral links, SEO experts agree that acquiring links from high-quality editorial content will do more to boost your site’s authority than scoring multiple links from less trustworthy sources. Google’s ranking signals aside, it logically follows that better content passes more link equity to your website.
For this reason, you should focus your link-building efforts on sites with large followings and expertise, authority, and trustworthiness. Ideally, link building outreach to E-A-T-level experts will result in mutually beneficial relationships. Two high-authority sites who link to one another or who produce or accept each other’s guest posts can create a sustainable partnership that boosts both domains’ ranks.
To build this type of relationship, you should start by identifying the experts in your industry or niche. Keep in mind that different topics have different forms of authoritative figures:
In general, you want to look for link opportunities from any site within your niche or an adjacent niche that isn’t a competitor, produces E-A-T-level content, and has the social proof and performance metrics to indicate authority.
Especially in crowded and competitive niches, finding the highest level experts (or experts just a little further up on the ladder who can help pull you up to their level) can be tedious and time-consuming. Fortunately, numerous online tools can streamline this process:
Competitor Analysis Tools– You can also find E-A-T-level authors by researching your competition and seeing where their backlinks come from. Ahrefs, Mozz, SEMRush, BuzzSumo, and other similar platforms typically have this capability.
Earning links from experts in your industry, no matter how you go about it, requires you to produce content that meets E-A-T standards. For a refresher on how to accomplish this, refer back to chapter four. With that being said, consider these three tactics for earning links from authoritative sites:
1. Create Complementary Content
Now that you’ve identified the official or everyday experts in your niche, you should deep dive into their content. As you read through articles, look for opportunities to complement their articles with additional information or media. Then, create an internal page on your website that would add value to anyone reading the expert’s article.
Once you publish the content, reach out to the expert, and recommend they link to your article. Be sure to include a clear value proposition in your outreach email.
2. Pitch Guest Posts
While you read through an expert’s articles, you should also take note of what’s missing. Is there any pertinent information that they don’t touch on? Has anyone left a comment with an important question the article doesn’t answer? If you find any content gaps, reach out to the blogger or site and editor and ask if they’d accept a guest post that provides the missing information.
If they reject the opportunity, reach out to the next relevant expert on your list. To generate more content ideas, you can ask the person what type of content they would accept.
3. Use the Skyscraper Strategy
The Skyscraper Technique is a well-known approach for generating content ideas. At the core, this strategy requires finding content with a high volume of backlinks, identifying how to improve that content, and publishing your own superior version. Once you create the upgraded article, you can reach out to the original article’s referring domains and pitch your own article.
In link building, success tends to be reciprocal—and that’s how Google designs its algorithm and quality guidelines. The system of gaining authority through earning backlinks from other sites with authority is the technical equivalent to “game recognizes game.”
If an expert or authoritative domain links to your site, it serves as a vote of confidence in your information, products, or services. By design, websites can only thrive if they have support from other sites. By building close relationships with experts, you’ll not only improve your rank; in time, you’ll become the expert who can return the favor.