“Boring Pages” - Digital Marketing Agency Leicester › wp-content › uploads › 2019 › 10...

Link building for “Boring Pages”Why it matters & How to do it right

Irina Nica @nicairinica | Leicester 2019


tech marketer, 10+ years of experiencewww.irinanica.com@nicairinica

Product Awareness @HubSpotex-SEOmonitor.comMSc Digital Marketing & Analytics @DIT

IRINA NICA

You’ll leave with:

Why link building to “boring pages” matters

Why it often fails

3 link building ideas you can try right away

Boring Pages are Money Pagesaka pages with a direct impact on the bottom line


Boring Pages vs. “Sexy” Pagesaka blog posts, studies, games, creative pages




30 800 backlinks9 000 backlinks

On going work on boring pages matters


● Increase brand awareness

● Impacts SEO performance

● See the results in leads & sales

Link building is hard


Link building is hard

Link building to “boring pages” is probably the hardest


e.g. HubSpot CRM (free forever)https://www.hubspot.com/products/crm


A few lessons from building 1000+ links to “boring” pages...


Successful Link Building Campaign


Campaign Setup

Prospecting

Outreach


Campaign Setup

Prospecting

Outreach

+Content Type+Content Value+Brand Awareness


Campaign Setup

Prospecting

Outreach


+Research Websites+Contacts & CRM


Campaign Setup

Prospecting

Outreach


+Message+Communication

+Research Websites+Contacts & CRM

Brand awareness & content valueare key to a successful link building

campaign for “boring pages”


Brand Awareness &Content Value matter a lot.

Brand Awareness

Co

nte

nt

Val

ue


Brand Awareness

Co

nte

nt

Val

ue

Up to 50% Success

Rate


Brand Awareness

Co

nte

nt

Val

ue

2-4% Success

Rate

Up to 50% Success

Rate

Mindset:Link building is the art of finding

natural connections


Tried-n-Tested Tactics

Link Reclamation

ContentContribution

Premium Partnerships

Link Reclamation


Reclaiming unlinked brand mentions is probably the easiest, quickest way to build

high-quality backlinks, even to “boring pages”

Link Reclamation


All you need to do is keep an eye on who is mentioning your brand, on blogs or in the news, and reach out to claim a proper link attribution.

Link Reclamation


● Keep an eye on mentions around product launches, company events e.g. INBOUND

● Look for interviews with company executives

● Look for mentions in review articles e.g. best products


Link Reclamation

ContentContribution


Content Contribution


By using your expertise and unique data, you can become a valuable, contributor to

other publications.



● Pitch guest posts in niche publications

● Target high domain authority

● Write for the audience, not for links



If content writing resources is a challenge for scaling guest posting, consider updating & reusing old content.



● Pitch for becoming a guest on a Podcast

● Pitch the story, not the person

● Look for Podcasts with an audience that fits your product’s audience



● Check out HARO (Help A Reporter Out)

● This service connects experts with bloggers and journalists who are looking for contributors

● On average, two out of 10 answers get picked up


Link Reclamation

ContentContribution




Build premium partnerships with companies that already rank in Top 10

SERP for product-intent keywords to build awareness and drive sales.



● Build a list of your best high-intent keywords.

● Check how many of those trigger lists in SERP.

● Check which lists don’t mention your brand.

● Build premium partnerships with companies already ranking.



Product Led-Content“How to…”

Product Exploration“Top products for…”

Product Decision“Product vs. Competitor”

Conclusions


● Look for building natural connections.

● Become a trusted source for other publishers.

● Build synergies to lever up your visibility in SERP.

Thank [email protected]

@nicairinicawww.HubSpot.com

mailto:[email protected]

“Boring Pages” - Digital Marketing Agency Leicester › wp-content › uploads › 2019 › 10...

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