Link building is an important practice for financial advisors looking to improve their website’s SEO. And whether you’re unsure of the different types of links, or don’t know where to start, this list will break it down for you.
But before we start looking at link-building strategies, let’s start with the foundation of link building – Links. Why are they so important for SEO?
Links come in two types, inbound and outbound links. Internal links are also on this list but function a little differently, so let’s cover all three.
What are inbound links? Inbound links are links from one website to an entirely different website. For example, if I create a post on social media with a link to this blog, the link on social media would be considered an inbound link for this blog post.
What are outbound links? Outbound links function just like inbound links, but in reverse. For example, let’s add a link to Hubspot. This link would be considered an outbound link – a link that leads away from our website.
What are internal links? Internal links are links that connect two pages within your website. They don’t leave or enter. For example, if I include a link to another blog post on the Twenty Over Ten blog, then I’ve created an internal link.
How Do Links Improve SEO?
Each link type helps improve SEO. But, some types of links, and the websites they link to, are better for SEO than others. Here’s how each one helps:
Inbound: This is the best link type for SEO. Inbound links tell Google and other search engines that your site is reliable enough for others to link to it as a resource.
Outbound: These are in second place, improving SEO by providing context and credibility, letting Google and other search engines where you acquire your resources.
Internal: Not as important as inbound or outbound links, but still important for SEO, the internal link gives search engines an idea of your web structure and how each piece of content relates to one another. Internal links can also help improve the traffic of some pages by linking them to higher-performing ones on your site.
6 Ways Financial Advisors Can Get More Inbound Links
Of the three types of links, inbound links are both the best for SEO, and the hardest to receive. Any piece of content can receive an inbound link, but there are certain types of content that have a higher chance. By using these strategies to create high-quality content, you increase the chances of receiving an inbound link and improving your SEO.
1. Original Research
Content creators are always on the lookout for new and interesting data. Oftentimes, this data is used to support an article, blog post, or another piece of content. Citing these resources is far easier, and faster, than performing the research on your own. So it only makes sense.
Whenever data is used, the content creator will also provide a link to the resource. Doing so makes the content creator’s piece more credible and transparent, while also providing a link to the original research.
The site that conducted the research thus receives an inbound link as a result of their work.
As an example of this approach in action, check out our study of website features and lead gen for financial advisors.
2. Leverage Images
Infographics take the appeal of research and make it far more shareable – displaying data points as an interesting and entertaining visual. And, according to NeoMam Studios, Readers recall 80% more information from an infographic (20% for written words only) and are 17% more persuaded by writing with visuals, than without.
Infographics are often used on social media, attracting more views and engagement. And, as an image, infographics can be discovered on Google image search, increasing searchability and SEO. Another option, though is to create a smaller, single image using one data point. Unlike an infographic, which provides a collection of information. This singular image brings similar link-building benefits.
Advisors can create infographics from scratch using one of our favorite tools, Canva. Though if you’re looking for a quicker method, then consider Lead Pilot. Using Lead Pilot, financial advisors can post and share pre-made infographics and customizable content through both social media, and email. And with curated campaigns and analytics, you can quickly schedule content while keeping track of its performance. Check out Lead Pilot today to learn more.
3. Write Guest Posts
Most blog content is written by the website owner or a team member. Guest posts on the other hand can improve SEO by providing the opportunity to trade inbound links.
A guest post involves writing for another website. And receiving an inbound link to your website in return. Typically news and industry sites are best, as they wish to feature relevant content writers. However, any blog related to your topic can work.
For example, on the Twenty Over Ten blog, we have a guest post from Zoë Meggert on the decyphering of website and blog analytics. This blog post is also featured on Zoë’s website, Perfectly Planned Content, with the post found here:
4. Write about Timely and Trending Topics
One of the largest challenges of obtaining links is competing against similar content. By covering trending, and timely topics, you reduce the chances of competition. However, since many advisors receive information from the same sources, timely topics won’t remain new for long.
To leverage timely topics, don’t just make your content informative, but provide an opinion on the subject. This will set your content out from others, and allow you to demonstrate your authority on the subject to both clients and prospects alike.
News sources and social media are good locations to find trending topics. Though, writing content can take a bit of time. If you’re a Website Engine user, you can instead use Content Assist to find trending and timely content. And, since the content is customizable, advisors can customize it to provide their own perspective. Check out Website Engine and our customizable content library to learn more.
5. Provide Resources
Some websites provide resource pages, covering a list of other industry-relevant websites, content and services for visitors to use. Websites often create these lists to attract traffic, by becoming a one-stop location for the resources they’re providing. Such pages come in a variety of types, from list articles, like our post on the best websites for free stock image sites, to stats articles, like this example from Hubspot:
6. Create Niche Content
As mentioned with timely content, one of the challenges of acquiring links is competition. But, by creating content that appeals to your niche, you not only reduce competition but appeal directly to your ideal audience.
Wrapping Things Up
At its core, attracting links is all about creating high-quality content to receive links from well-known websites and improve SEO. There are a variety of ways to do this, from communicating with industry sources to writing about topics with reduced competition. Keep these options in mind when creating your own content and seeking to improve SEO through link-building.
Struggling With What Content to Share on Social Media or via Email?
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About The Author
Stuart is a Content Marketing Specialist at Twenty Over Ten and enjoys creating content that both entertains and educates. A Game Designer at heart, he can be found pursuing one of his many hobbies during his free time.