Link BuildingLink Building BasicsLink Building Strategies The Indirect Route to Increasing Product Page Traffic

June 15, 2020by Colin Gacek

Backlinking strategies don’t always come naturally to even the best SEOs, digital marketers, and content developers. By nature, backlinks have to be asked for and earned. 

Think about backlinks as the digital marketing equivalent of asking a stranger for a favor. In day-to-day life, people have difficulty asking for favors because they don’t want to rely on others to get things done. However, if you ask politely and come off as genuine, people are typically willing to lend a hand. 

Backlink outreach works the same way. Earning a backlink may be as simple as asking, but only if the request is natural and the backlink you’re asking for or content you’re submitting makes sense in context. 

However, many marketers make the mistake of overstepping their bounds; they either ask bloggers and online publications for too much, or they ask them to link to content that isn’t relevant or useful to their readers. In these situations, content publishers usually deny the backlink request or ignore it altogether.

What leads an SEO or link builder to make this mistake? It’s something that many marketers are unknowingly guilty off: requesting too many backlinks to product pages in the attempt to increase sales. 

Rethinking Backlinking Strategy

Pursing backlinks to product pages isn’t a “bad” strategy in and of itself. When done correctly, it can increase the page’s traffic and, in turn, increase sales. However, doing so requires the right contextual circumstances, and it shouldn’t be the main focus of your backlinking strategy.

At first glance, this may seem counterintuitive. If the goal of all digital marketing is to increase sales, wouldn’t it make sense to direct as much traffic as possible to product pages? 

In reality, encouraging e-commerce isn’t that simple. Marketing teams need well-researched strategies backed by data to reach the right audience at the right time along their customer journey within the right context. 

If your concentrates your efforts on earning links to product pages, you most likely won’t experience the anticipated increase in sales. Why? Because online publishers don’t want to include direct sales pitches for other companies within their content, and readers don’t want to look at products they didn’t intentionally search for.

However, SEOs and content producers can still use backlinking as a successful strategy for increasing traffic to product pages and promoting sales. They just have to take an alternative route.

The Alternative Route

Instead of pointing backlinks to product pages directly, leverage your website’s internal content to bring in readers, and to pass link equity to your product pages. 

Backlinking to commercial pages often feels unnatural and comes off presumptuous to consumers. But if you include product page links within your informational content, traffic still flows naturally to the commercial pages where readers can make purchases; there’s just an added stop along the way.

Creating content with links to blog posts, information-based content, and resources within your website makes the link outreach process more natural and more productive. If you write guest posts with useful content and pitch it to outside sites, those sites will eagerly accept that content because it provides relevant and trustworthy information for their readers.

Creating Link-Worthy Content

Step 1: Build Out Your Website with Rich Resources

The key to successful link building is matching consumer search intent and producing informative content that’s worth linking to. Think of each internal page on your website as an opportunity to answer a consumer question, to meet a specific consumer need, to fill an information gap within the industry, or to inspire action. 

To produce content that readers use as an authoritative resource, consider using the following forms:

Link-Worthy Content

While building out your website, you should also revisit old content. Give outdated pages a content refresh, and be sure to add internal links when possible.

Step 2: Produce and Distribute Content Created Specifically for Link Building

Now that you’ve expanded your website with link-worthy resources, you have to create and distribute content that includes backlinks to these informational pages. When it comes to producing content for independent websites to post, it’s critical that all featured backlinks add value for readers. 

Link-building-best-practices

Be sure to consider best practices for link building via guest posts:

  • Only link to pages that the reader of the original content would find relevant and useful.
  • Don’t necessarily use the targeted keyword as the backlink anchor text; instead, focus on making the backlink look natural.
  • Perfect your pitch: Be direct, genuine, and appreciative when reaching out.
  • Have a value proposition: Explain how their readers would benefit from your content.

The Long Way Around

Linking to content-based pages in order to increase traffic to product pages may seem illogical, or like it adds an unnecessary step. However, t’s an effective way to build trust with not only consumers but independent bloggers and publishers. Doing so will start a funnel of links that ultimately lead to product pages without coming on too strong to readers. 

Informational pages also help build authority and improve overall SEO. While this tactic may seem like the long way around, it will build your brand’s reputation with consumers, increase sales, and signal brand trust to Google. 

white PureLinq logo
white PureLinq logo
Subscribe

If you wish to receive our latest news in your email box, just subscribe to our newsletter. We won’t spam you, we promise!

PureLinq

PureLinq is a link building and enterprise SEO technology firm. When you need a program to work, call us. We build highly-complex programs that perform.

Copyright by PureLinq. All rights reserved.

Rea Martin,

Content Writer

Rea is a Journalism graduate with a passion for writing about technology as well as other topics like business, finance and lifestyle. She has a background in research and working with start-ups and scale-ups, especially in the software and tech sector.

Jacqueline Ochieng,

Content Writer

I am a proficient writer specializing in writing researched articles and academic papers. I have published some of my work in peer-reviewed journals. I am also a market and social research practitioner.

Damilola Esebame,

Content Writer

Damilola is a freelance content writer and a multifaceted gambling expert. When he’s not writing or researching, he spends his time with family and friends, watching sports, swimming, or playing video games.

Olusomi Oduguwa,

Content Writer

When he isn’t writing, you can catch him listening to podcasts or enjoying the game of football.

Nadia Chapman,

Content Writer

Nadia Chapman is a Content Writer at PureLinq. She has a Bachelor of Communication from Griffith University, and currently writes at the crossroads of business and community journalism for local and international clients.

Triston Brewer,

Freelance Content Writer

Triston Brewer is a writer and journalist that has been featured in The New York Times, Huffington Post, Vogue Italia, Washington Post, and other online and print magazines in the U.S. and internationally. Fluent in 4 languages, he is currently working on his fifth book.

Antonio B Callueng Jr

Freelance Content Writer

An experienced educator, content writer, social media advocate, and travel enthusiast.

Trevor Coulombe,

Junior SEO Outreach Specialist

Trevor helps manage comprehensive link-building campaigns for a variety of clients at Purelinq.

Cody Riebe,

SEO Account Manager

Tristan Burgener,

SEO Account Manager

Tristan has been in the SEO industry since 2017. He works directly with our clients to monitor performance, strategy and growth in each of the campaigns.

Jayme Reid,

Business Strategist

I started in SEO sales around 2014 and quickly became the lead salesman at a former company. I started my own SEO company shortly after. My company did well, but I decided to rejoin the corporate world with Purelinq as the first business strategist! I have a pug named Gideon. I love Jesus. I am an outgoing nerd that you can catch playing Magic The Gathering or other intense board games in my spare time.

Satya Pattigilli,

Marketing Outreach Specialist

Satya is skilled in SEO, traditional link building, and has sharp knack when it comes to email marketing techniques and deploying email campaigns.

Fun fact: Satya loves shopping and believes in staying stronger together.

Mike Woellert,

Digital Marketing Manager

Mike Woellert is PureLinq’s digital marketing manager and has several years of digital marketing experience.

Fun fact: Mike is a huge Disney, Star Wars and Marvel movie fanatic.

Richard Cummings,

Product Manager

Richard Cummings has been practicing SEO and online marketing for years.  He has set up, analyzed, and optimized countless websites and always looks forward to new, creative challenges to improve website traffic for clients.

Kristie VanHatten,

Business Administrator

Kristie performs business admin and HR tasks for PureLinq.

Fun fact: Kristie loves shopping!

Kevin Jaskolka,

VP Of Business Development

 

Angela Moore,

Director Of Operations

Angela began link building in 2007 and quickly became known as the go-to expert in all things offsite marketing. By combining content marketing, traditional link building, and social media, she was able to set clients up with outstanding programs that delivered results in the form of organic rankings and traffic. Angela joined PureLinq as the Director of Operations in October 2020. Fun fact: Angela is an NFL team owner, as she owns stock in the Green Bay Packers.

Kevin Rowe,

Founder / CEO

Kevin Rowe is one of the top innovators in the search marketing industry, developing industry-leading programs for SEO and link building. He has built world-class programs for a range of companies from fortune 100 to Silicon Valley startups. He is a thought leader with his thoughts being published in Search Engine Journal, Fast Company, Forbes, Huffington Post, and Search Engine Land.

Read Kevin’s latest articles on Search Engine Journal.

Kevin’s personal podcast: the Future of SEO

Kaitlin O’Dougherty,

Junior Content Production Specialist

Kaitlin helps manage freelance writer content, putting her BA in Journalism from Mississippi State University to good use. She also has a minor in French, but don’t ask her to speak it.

Fun fact: Kaitlin was a barista for many years and is on a mission to sip the best coffee in every state.

Jon Lightfoot,

VP of Strategy

Jon Lightfoot was founder and CEO of a successful chemical and fragrance company. Upon exiting that role he spent more than a decade agency side and several years brand side wherein he honed robust marketing, strategy and data intelligence acumen. Jon’s strategic marketing initiatives have stewarded healthcare providers, agencies, learning and education based companies, eComm and Fortune 500 companies alike in meeting or exceeding their SEO, branding, performance and audience expansion goals.

Lindsey Sabado,

Content Production Specialist

Lindsey manages the day-to-day management of freelancer writers and editors as well as content production. In addition to holding two BAs in History and English from Binghamton University, she has a Masters in Magazine, Newspaper, and Online Journalism from Syracuse University’s Newhouse School of Public Communications.

Fun fact: Lindsey has traveled to 11 countries and it’s on her bucket list to visit every continent.

James Allen,

PureLinq Developer

James is the PureLinq Developer. He is responsible for building and maintaining the client portal.

Fun fact: James lived in Japan for five years.

April Rink,

Senior Content Manager

April’s position at PureLinq has her overseeing all content production, managing a team of freelance writers and editors, and building out our content guidelines. She has an MA in print and digital journalism from the Newhouse School at Syracuse University and a BA in Communication Studies and Marketing from Cazenovia College.

Fun fact: April basically runs a zoo with a pet rabbit named Lily and two Australian Shepards named June and Hank; chickens coming soon. She also likes to refurbish furniture in her spare time.

Marcus Larabee,

SEO Strategist

If it needs to get done, Marcus can figure it out. He has worked on e-commerce and lead generation programs for a variety of digital marketing projects. These experiences include SEO, PPC, web analytics, minor development, and email marketing.

Fun fact: Marcus, otherwise known as Larabee Live, is a one-man-band that plays all around Central New York.

Joseph Pineda,

Outreach Specialist

Joseph helps to scale up the PureLinq database through blogger research and outreach. He builds white-hat links for high-value content and pages with niche audiences.

Steven Szeliga,

Senior Outreach Specialist

Steve has over a decade of SEO and link building experience. He focuses on building white-hat links for high-value content and pages with niche audiences.

Colin Gacek,

Senior Outreach Specialist

Colin performs link mining and outreach for PureLinq’s clients and brings a high level of organization to manage a large number of link placements each month.

Fun fact: Colin loves techno music and playing video games.