03 Jul 2014

8 Strategies For Leveraging Big And Small Brands For Link Building

BrandWe already know that Google is keen on identifying patterns in their data that are likely the result of a brand presence. This is largely because it has become universally understood that brands are trust worthy and deserving of attention. Whether or not you agree with that, the fact remains that brands perform better in search results.

It may seem like common sense, but it’s worth noting that larger brands will have an easier time attracting links. However one commonly over looked fact is that many of the same strategies that a large brand can use, can also be applied to small brands as well with a little twist. Here are 4 strategies for both big and small brands!

Big Brand Small Brand Risk Level
Ego Bait With this strategy you will use the power of your big brand to get
prospects to link to you. For example making a “Best Of” list of
other brands in your industry can inspire inbound links. Especially
if your brand is a recognized leader. Other industry participants
that are mentioned will be flattered that a leader in their
industry mentioned them, and are likely to link because of it.
This same strategy works in reverse with smaller brands by
creating content that includes larger brands in the same industry.
If you can successfully create and market this content, the bigger
brands will take notice and will likely share the content or link to
Educational Content When you are the recognized leader in a given niche you can
position yourself as “thought leader”. And thus create content that
informs and educates from a position of authority. This type of
content can attract lots of links because it is coming from a
trusted source.
Smaller brands may want to curate educational content from other
trusted sources. For example you might create a post called “Top 50
Posts About Link Building”. This type of content can provide value
and leverages other larger brands to attract links.
Controversy Bait This can be a risky type of strategy for a large brand. However it
tends to attract a lot of attention and links. The larger the brand
the more likely a controversy will attract links. You can even use a
controversy as a way to repair a PR issue and build links at the
same time.
This strategy is more difficult for a smaller brand because less
will be paying attention. However if you are able to draw in a
larger brand or public figure you are likely to get a lot of
attention and links.
Brand Monitoring When you have a large brand many people will be discussing you on
social media. Monitoring these conversations can be a very helpful
link building tool because many of these people will have “linking
ability”. Therefore looking for opportunities for outreach can be as
simple as monitoring your brand name. If they are already talking
about your brand they are likely going to link too.
This same strategy can be applied to smaller brands as well,
however you many get less brand mentions. If your brand is so small
that it doesn’t get any mentions in social. Then you can monitor the
brand of a larger competitor and then do outreach. In this case your
outreach message might say something like “Hey there, we also
provide that same service.”


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